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Employee Enablement on Social - Best Practices For Business
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Employee Enablement on Social - Best Practices For Business


Social Media Strategies Summit - Dallas Aug 28, 2013 …

Social Media Strategies Summit - Dallas Aug 28, 2013

Inviting and encouraging employees to use social media can be a slippery slope for businesses if they don’t think about doing it the right way. Companies often balk at enabling and empowering employees to get social, but if done correctly, employees can become the most effective brand advocates. Listen to Marcus Nelson of Addvocate as he explains the best practices and ways to enable employees to get social.

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  • 1. @marcusnelson #SMSSummit EmployeeEmpowerment: @marcusnelson #smssummit ThroughaSocialBusinessStrategy
  • 2. @marcusnelson #SMSSummit @marcusnelsonCEO/Founder of Addvocate Former Head of Social Media at @marcusnelson #smssummit
  • 3. @marcusnelson #SMSSummit Rules: 1. Adore me 2. Interrupt to ask questions (unless it’s a really hard question) 3. Stay off Email 4. Stay off Facebook 5. Tweet Everything I say 6. Clean up after use @marcusnelson #smssummit
  • 4. @marcusnelson #SMSSummit 57% 72% 81% 88% 91% 92% 2009 2010 2011 2012 2013 2014Percent of Companies Using Social Channels @marcusnelson #smssummit
  • 5. @marcusnelson #SMSSummit 0 15 2011 2012 2013 2014 Big Money Spent On Social Advertising Billion $5.20 Billion $7.72 Billion $10.24 Billion $11.87 @marcusnelson #smssummit
  • 6. @marcusnelson #SMSSummit@marcusnelson #smssummit
  • 7. @marcusnelson #SMSSummit Today: You’re queuing up content with a content calendar. You have your KPIs aligned with company guidance. Your content is going out regularly to engage your audiences. You seed posts with company executives & influencers. @marcusnelson #smssummit
  • 8. @marcusnelson #SMSSummit 0 13 25 38 50 2011 2012 @marcusnelson #smssummit Problem Credibility of CEOs and officials has plummeted
  • 9. @marcusnelson #SMSSummit Meanwhile Credibility of regular employees & “people like yourself” has skyrocketed Customers WANT to talk to employees 0 13 25 38 50 2011 2012 @marcusnelson #smssummit
  • 10. @marcusnelson #SMSSummit @marcusnelson #smssummit
  • 11. @marcusnelson #SMSSummit@marcusnelson #smssummit
  • 12. @marcusnelson #SMSSummit@marcusnelson #smssummit
  • 13. @marcusnelson #SMSSummit To Consider: 1. Engage employees as you do your customers, one-to-one. 2. Make them part of the story 3. Equip your employees 4. Give them ownership 5. Create intimacy, community, respect @marcusnelson #smssummit
  • 14. @marcusnelson #SMSSummit You can play police officer or: • Talent agent ~ Find the stars inside your org • Grassroots organizer ~ Enable and empower the masses You choose. @marcusnelson #smssummit
  • 15. @marcusnelson #SMSSummit HR Perspective No tool allows HR to empower, measure, and celebrate employees to be brand advocates. • Acknowledge & validate individual efforts • Mobilize your workforce • Promote the wins @marcusnelson #smssummit
  • 16. @marcusnelson #SMSSummit@marcusnelson #smssummit
  • 17. @marcusnelson #SMSSummit So let’s act like one @marcusnelson #smssummit
  • 18. @marcusnelson #SMSSummit Determine Objectives Share of Voice # of MVPs Awards Won Engagement Coverage Video Views Subscribers Posts & Comments Facebook Engagement Score Sentiment # of Employees Trained # of Influencers Engaged Audit Score Downloads Attendees Quality of Engagement Share of Conversation @marcusnelson #smssummit
  • 19. @marcusnelson #SMSSummit What’s in bounds? What’s out of bounds? Who to escalate things to? public facing youtube video Every Employee is responsible for reading and adhering to the rules. @marcusnelson #smssummit Establish Social Media Guidlines
  • 20. @marcusnelson #SMSSummit Build Proficiency Among Employees @marcusnelson #smssummit
  • 21. @marcusnelson #SMSSummit Create Collaborative Infrastructure @marcusnelson #smssummit
  • 22. @marcusnelson #SMSSummit Profiles: Who’s contributing on your company’s behalf. Skills: List expertise and experience on products or projects. Search: Find knowledge leaders w/ user-defined expertise tagging. Score: See how users rank in influence within the service. Leader Boards: Create competition. Identify Users @marcusnelson #smssummit
  • 23. @marcusnelson #SMSSummit Always On: Browser plugin gives constant access to Addvocate. Share: Suggest tweets for employees to send out. Notification: Employees updated with messages, updates, key links. Promote: Prioritize content. Settings: Easy setup. Amplify Messages @marcusnelson #smssummit
  • 24. @marcusnelson #SMSSummit Traffic: Who’s driving clicks & shares? Top Performers: Who’s contributing the most. Recent conversations: Glimpse of what’s happening now. Issues Resolved: Happy customers. Measure Results @marcusnelson #smssummit
  • 25. @marcusnelson #SMSSummit@marcusnelson #smssummit
  • 26. @marcusnelson #SMSSummit Gamify Employee Participation @marcusnelson #smssummit
  • 27. @marcusnelson #SMSSummit@marcusnelson #smssummit
  • 28. @marcusnelson #SMSSummit Thank You @marcusnelsonCEO/Founder of Addvocate Former Head of Social Media at @marcusnelson #smssummit
  • 29. @marcusnelson #SMSSummit Image Credits 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. @marcusnelson #smssummit 4407094702