Employee Empowerment: Through a Social Business Strategy

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Presentation at Social Media Strategies Summit - New York 2013

Published in: Business, Technology

Employee Empowerment: Through a Social Business Strategy

  1. @marcusnelson #SMSSummitEmployeeEmpowerment:Througha SocialBusinessStrategy1@marcusnelson #SMSSummithttp://www.flickr.com/photos/vivnsect/8477872978
  2. @marcusnelson #SMSSummit 2@marcusnelsonCEO/Founder of AddvocateFormer Head of Social Media at Salesforce.comhttp://www.flickr.com/photos/kylemccluer/4881501274 @marcusnelson #SMSSummit
  3. @marcusnelson #SMSSummit@marcusnelson #SMSSummit 3Rules:1. Adore me2. Interrupt to ask questions(unless it’s a really hard question)3. Stay off Email4. Stay off Facebook5. Tweet Everything I say6. Clean up after usehttp://www.flickr.com/photos/rabbit75/6803959341
  4. @marcusnelson #SMSSummit@marcusnelson #SMSSummitCompanies Using Social For Marketing457% 72% 81% 88% 91% 92%2009 2010 2011 2012 2013 2014Percent of Companies Using Social ChannelsSource: http://www.emarketer.com/Article.aspx?R=1009273http://www.flickr.com/photos/donotrevenge/8118618089
  5. @marcusnelson #SMSSummit@marcusnelson #SMSSummit0152011201220132014Big Money Spent On Social Advertising5http://www.emarketer.com/Article.aspx?R=1008862Billion$5.20Billion$7.72Billion$10.24Billion$11.87http://www.flickr.com/photos/donotrevenge/8135432192
  6. @marcusnelson #SMSSummit@marcusnelson #SMSSummit 6http://www.flickr.com/photos/kevincappis/6303988017
  7. @marcusnelson #SMSSummit@marcusnelson #SMSSummit 7Today:You’re queuing up content with a content calendar.You have your KPIs aligned with company guidance.You have content going out regularly to engage your audiences.You seed posts with company executives & influencers.http://www.flickr.com/photos/donotrevenge/8135395833
  8. @marcusnelson #SMSSummit 801325385020112012ProblemCredibility of CEOs and officials has plummetedhttp://trust.edelman.com/@marcusnelson #SMSSummithttp://www.flickr.com/photos/insightimaging/8497408240/
  9. @marcusnelson #SMSSummit 9http://trust.edelman.com/MeanwhileCredibility of regular employees & “people like yourself” hasskyrocketedCustomers WANT totalk to employees01325385020112012@marcusnelson #SMSSummithttp://www.flickr.com/photos/tylo92/3651626823/
  10. @marcusnelson #SMSSummit@marcusnelson #SMSSummit 10http://trust.edelman.com/http://www.flickr.com/photos/stephenwalford/7380659344/
  11. @marcusnelson #SMSSummit@marcusnelson #SMSSummit 11http://www.flickr.com/photos/kevincappis/8365994473
  12. @marcusnelson #SMSSummit@marcusnelson #SMSSummit 12http://www.flickr.com/photos/donotrevenge/8118916055
  13. @marcusnelson #SMSSummit 13@marcusnelson #SMSSummithttp://www.flickr.com/photos/yukonblizzard/5370404414To Consider:1. Engage employees as you do yourcustomers, one-to-one.2. Make them part of the story3. Equip your employees4. Give them ownership5. Create intimacy, community, respect
  14. @marcusnelson #SMSSummit 14You can play police officer or:• Talent agent~ Find the stars inside your org• Grassroots organizer~ Enable and empower the massesYou choose.@marcusnelson #SMSSummithttp://www.flickr.com/photos/timbo444/6335489592
  15. @marcusnelson #SMSSummit 15HR PerspectiveNo tool allows HR to empower, measure,and celebrate employees to be brandadvocates.• Acknowledge & validate individual efforts• Mobilize your workforce• Promote the wins@marcusnelson #SMSSummithttp://www.flickr.com/photos/stephenwalford/8116884592
  16. @marcusnelson #SMSSummit@marcusnelson #SMSSummit 16http://www.flickr.com/photos/kevincappis/8707249221
  17. @marcusnelson #SMSSummit@marcusnelson #SMSSummitReady. Set. Go.17http://www.flickr.com/photos/kevincappis/8340241151
  18. @marcusnelson #SMSSummit@marcusnelson #SMSSummitDetermine Objectives18Share of Voice# of MVPsAwards WonEngagementCoverageVideo ViewsSubscribersPosts &CommentsFacebookEngagementScoreSentiment# of EmployeesTrained# of InfluencersEngagedAudit ScoreDownloadsAttendeesQuality ofEngagementShare ofConversationhttp://www.flickr.com/photos/bryanscott/4178419554/
  19. @marcusnelson #SMSSummit 19salesforce.com/socialmediapolicyWhat’s in bounds?What’s out of bounds?Who to escalate things to?public facing youtube videoEvery Employee is responsible for reading and adhering to the rules.Establish Social Media Guidelines@marcusnelson #SMSSummithttp://www.flickr.com/photos/mmwally/4187355276
  20. @marcusnelson #SMSSummitBuild Proficiency Among Employees20http://en.community.dell.com/dell-blogs/direct2dell/b/direct2dell/archive/2012/04/23/dell-engaging-channel-partners-with-new-social-media-training-campaign.aspx@marcusnelson #SMSSummithttp://www.flickr.com/photos/wilhelmja/534803895
  21. @marcusnelson #SMSSummitCreate Collaboration Infrastructure21@marcusnelson #SMSSummithttp://www.flickr.com/photos/yukonblizzard/5028306026
  22. @marcusnelson #SMSSummit 22Profiles: Who’s contributing on yourcompany’s behalf.Skills: List expertise and experience onproducts or projects.Search: Find knowledge leaders w/user-defined expertise tagging.Score: See how users rank in influencewithin the service.Leader Boards: Create competition.Identify Users@marcusnelson #SMSSummithttp://www.flickr.com/photos/kaysha/516818391
  23. @marcusnelson #SMSSummit 23Always On: Browser plugin givesconstant access to Addvocate.Share: Suggest tweets foremployees to send out.Notification: Employees updatedwith messages, updates, keylinks.Promote: Prioritize content.Settings: Easy setup.Amplify Messages@marcusnelson #SMSSummithttp://www.flickr.com/photos/kevincappis/8716826666
  24. @marcusnelson #SMSSummit 24Trends: Reoccurring topics beingdiscussed.Top Performers: Who’s contributingthe most.Recent conversations: Glimpse ofwhat’s happening now.Issues Resolved: Happy customers.Community Tone: Generalsentiment at the moment.Measure Results@marcusnelson #SMSSummithttp://www.flickr.com/photos/rabbit75/4896134253
  25. @marcusnelson #SMSSummit@marcusnelson #SMSSummit 25http://www.flickr.com/photos/rabbit75/4765579139
  26. @marcusnelson #SMSSummitGamify Employee Participation26http://newyork.kred.com/@marcusnelson #SMSSummithttp://www.flickr.com/photos/donotrevenge/8118926758
  27. @marcusnelson #SMSSummitOptimize ContentInsights on content that’s working ormissing. Future tools will do keywordanalysis to reveal high-value topics toconsumers.Clicks• Reach• Employee• Channel27@marcusnelson #SMSSummithttp://www.flickr.com/photos/toytrains/4165453225
  28. @marcusnelson #SMSSummit@marcusnelson #SMSSummit 28http://www.flickr.com/photos/rabbit75/4896129379
  29. @marcusnelson #SMSSummit@marcusnelson #SMSSummit 29http://www.flickr.com/photos/vivnsect/8614126612Presentation Available Here
  30. @marcusnelson #SMSSummit 30Thank You@marcusnelsonCEO/Founder of AddvocateFormer Head of Social Media at Salesforce.com@marcusnelson #SMSSummithttp://www.flickr.com/photos/zeeyolqpictures/6766506315
  31. @marcusnelson #SMSSummit@marcusnelson #SMSSummitImage Credits1. http://www.flickr.com/photos/vivnsect/84778729782. http://www.flickr.com/photos/kylemccluer/48815012743. http://www.flickr.com/photos/rabbit75/68039593414. http://www.flickr.com/photos/donotrevenge/81186180895. http://www.flickr.com/photos/donotrevenge/81354321926. http://www.flickr.com/photos/kevincappis/63039880177. http://www.flickr.com/photos/donotrevenge/81353958338. http://www.flickr.com/photos/insightimaging/8497408240/9. http://www.flickr.com/photos/tylo92/3651626823/10. http://www.flickr.com/photos/stephenwalford/7380659344/11. http://www.flickr.com/photos/kevincappis/836599447312. http://www.flickr.com/photos/donotrevenge/811891605513. http://www.flickr.com/photos/yukonblizzard/537040441414. http://www.flickr.com/photos/timbo444/633548959215. http://www.flickr.com/photos/stephenwalford/811688459216. http://www.flickr.com/photos/kevincappis/870724922117. http://www.flickr.com/photos/kevincappis/834024115118. http://www.flickr.com/photos/bryanscott/4178419554/19. http://www.flickr.com/photos/mmwally/418735527620.http://www.flickr.com/photos/wilhelmja/53480389521. http://www.flickr.com/photos/yukonblizzard/502830602622.http://www.flickr.com/photos/kaysha/51681839123. http://www.flickr.com/photos/kevincappis/871682666624.http://www.flickr.com/photos/rabbit75/489613425325.http://www.flickr.com/photos/rabbit75/476557913926.http://www.flickr.com/photos/donotrevenge/811892675827. http://www.flickr.com/photos/toytrains/416545322528.http://www.flickr.com/photos/rabbit75/489612937929.http://www.flickr.com/photos/zeeyolqpictures/676650631530.http://www.flickr.com/photos/yukonblizzard/495444397631http://www.flickr.com/photos/yukonblizzard/4954443976

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