An overview of the process for leveraging employees for social media. Includes information on social media policies and guidelines, training. First given at Wappow! Search and Social Hawaii in September 2011.
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Social Media and Employee Engagement: A Guide for Success
1. Social Media and Employees
Becky Carroll
Founder, Petra Consulting Group
2. Americans expect a Social Media presence
87% of online Americans use Social Media
Of those, 61% feel:
• Stronger connection
• Better service
Source: Cone Survey 2010
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Copyright 2012 Becky Carroll
3. 81% of Fortune 500 firms have a
social media policy
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Copyright 2012 Becky Carroll
4. 81% of Fortune 500 firms have a
social media policy
Only 31% conduct formal training
Only 22% receive one
Customers ROCK!
Copyright 2012 Becky Carroll Customer Experience Impact Report 2010 North America
Source: RIghtNow Technologies
5. The Corporate Social Media Ecosystem
Source: Dachis Group, Connecting Employees to Social Media
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6. Set Up for Success
Policies + Training
Monitoring
Effective employee participation
Customers ROCK!
Copyright 2012 Becky Carroll
8. Social Media Policy – A Safety Net
• Want: Environment that makes it easy to succeed
• Must be a living document
• Goes hand in hand with governance
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Copyright 2012 Becky Carroll
9. Summary of best practices
• Create at least two policies
• Expectations for all
• Operational for social media employees
• Leverage employees as ambassadors
• Provide clear guidelines for brand usage (logo, etc)
• Post internally where can be easily found
• Can post externally as well
• Hyperlink to all other relevant policies and contacts
(Source: SocialMediaGovernance.com)
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Copyright 2012 Becky Carroll
10. Good Social Media Policies
Source: Likeable Media
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Copyright 2012 Becky Carroll
11. It Takes a Team
Social Strategist: Coordinate and view strategically
Training: Create and incorporate into current assets
Marketing: Keep company messaging consistent
Legal: Review social media policies and guidelines
Product: Integrate current company offerings
Web Development: Create an online portal for assets
Source: Mashable
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Copyright 2012 Becky Carroll
13. Three good reasons for training
• Help employees understand company expectations
• Provide opportunity to discuss ramifications
• Supports company if a legal issue arises
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Copyright 2012 Becky Carroll
14. Training contents
• Current branding and communications
• Difference between corporate and personal
• Importance of disclosure
• Social media “voice”
• Actions to avoid
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Copyright 2012 Becky Carroll
15. Sharing the knowledge
• Make part of the employee on-boarding process
• Existing employees also need training
• Include partners, vendors – and execs!
• Refresh at least annually (review quarterly)
Customers ROCK!
Copyright 2012 Becky Carroll
16. An ongoing process
• Regular sharing of information keeps it fresh
• Get creative!
• Best practice sharing sessions with practitioners
• Create a certification
• Update immediately after crises/events
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Copyright 2012 Becky Carroll
17. Trust and Verify by
Monitoring Conversations
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Copyright 2012 Becky Carroll
19. Best Buy: A Social Business
Best Buy Staff
— 180,000 employees
— Majority are 24 years old, or younger
“I'm responsible for what I say online, and I expect the same of my
employees. The only guideline is that they act within our values.”
Brian Dunn
Source: BusinessWeek.com
Customers ROCK!
Copyright 2012 Becky Carroll
20. Best Buy’s @Twelpforce
• Customer service on Twitter
• Over 2000 employees have signed up so far – including
floor associates, store operations, call center
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Copyright 2012 Becky Carroll
21. Listening, learning
• John Bernier coaching team of Best Buy Tweeters
• Focus: Helping, not spamming or selling customers
• Visible social media policy and ongoing training
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Copyright 2012 Becky Carroll
22. Internal Communities
Started with Blue Shirt Nation
— Join groups
— Make friends
— Swap stories
— Support each other
— Problem solve together
Now:
WaterCooler Wiki
— Over 1 million employee posts
Other internal forums and communities
Customers ROCK!
Copyright 2012 Becky Carroll
23. Using Social Media for Employee Learning
Source: Gina Debogovich, Community 2.0
Customers ROCK!
Copyright 2012 Becky Carroll
24. Set Up for Success
Policies + Training
Monitoring
Effective employee participation
Customers ROCK!
Copyright 2012 Becky Carroll
25. Resources
Social Media policies
— http://socialmediagovernance.com/policies.php
— Intel’s and IBM’s social media policies (use Google)
The Hidden Power of Your Customers by Becky Carroll
Social Business, Smart Business by Michael Brito
Community Roundtable
Social Media Today
Customers ROCK!
Copyright 2012 Becky Carroll
26. See you on Twitter!
Becky Carroll
Author, The Hidden Power of Your Customers
Founder, Customers ROCK!/Petra Consulting Group
becky@petraconsultinggroup.com
(858) 481-6373
(858) 692-4778 (cell)
Subscribe to my Business Blog - http://www.customersrock.net
Follow me on Twitter: http://twitter.com/bcarroll7
Friend me on Facebook: http://www.facebook.com/rebeccacarroll
Connect with me on LinkedIn: http://www.linkedin.com/in/beckycarroll
Customers ROCK!
Copyright 2012 Becky Carroll