Employee Enablement on Social - Brand Advocates for Influence - Best Practices


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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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Employee Enablement on Social - Brand Advocates for Influence - Best Practices

  1. @marcusnelson #SMSSummit EmployeeEmpowerment: @marcusnelson #smssummit ThroughaSocialBusinessStrategy http://www.flickr.com/photos/sbmckinney/2235176363
  2. @marcusnelson #SMSSummit @marcusnelsonCEO/Founder of Addvocate Former Head of Social Media at Salesforce.com @marcusnelson #smssummit http://www.flickr.com/photos/seangreenberg/2513414034
  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 http://www.flickr.com/photos/fotobiashoots/9111484560/
  4. @marcusnelson #SMSSummit 57% 72% 81% 88% 91% 92% 2009 2010 2011 2012 2013 2014Percent of Companies Using Social Channels @marcusnelson #smssummit http://www.flickr.com/photos/jaxalude/8685321123
  5. @marcusnelson #SMSSummit 0 15 2011 2012 2013 2014 Big Money Spent On Social Advertising http://www.emarketer.com/Article.aspx?R=1008862 Billion $5.20 Billion $7.72 Billion $10.24 Billion $11.87 @marcusnelson #smssummit http://www.flickr.com/photos/fotobiashoots/8964771413/
  6. @marcusnelson #SMSSummit@marcusnelson #smssummit http://www.flickr.com/photos/my_fake_plastic_earth/750264735
  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 http://www.flickr.com/photos/30427909@N04/3504850260
  8. @marcusnelson #SMSSummit 0 13 25 38 50 2011 2012 http://trust.edelman.com/ @marcusnelson #smssummit http://www.flickr.com/photos/luc-de-zeeuw/9588988141 Problem Credibility of CEOs and officials has plummeted
  9. @marcusnelson #SMSSummit http://trust.edelman.com/ 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 http://www.flickr.com/photos/pasalolaraj/4896159721
  10. @marcusnelson #SMSSummit http://trust.edelman.com/ @marcusnelson #smssummit http://www.flickr.com/photos/brandonj74/5761048572
  11. @marcusnelson #SMSSummit@marcusnelson #smssummit http://www.flickr.com/photos/tmwang16/5883291991
  12. @marcusnelson #SMSSummit@marcusnelson #smssummit http://www.flickr.com/photos/brandonj74/6672628345/
  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 http://www.flickr.com/photos/10166952@N08/3771333931
  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 http://www.flickr.com/photos/alexmuse/302136718
  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 http://www.flickr.com/photos/stephl/1501055263
  16. @marcusnelson #SMSSummit@marcusnelson #smssummit http://www.flickr.com/photos/ziggy_lives/6066383395
  17. @marcusnelson #SMSSummit So let’s act like one @marcusnelson #smssummit http://www.flickr.com/photos/nanoprobe67/5948046685
  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 http://www.flickr.com/photos/23959586@N00/281009219
  19. @marcusnelson #SMSSummit What’s in bounds? What’s out of bounds? Who to escalate things to? public facing youtube video salesforce.com/socialmediapolicy Every Employee is responsible for reading and adhering to the rules. @marcusnelson #smssummit http://www.flickr.com/photos/manfrottotripods/4687897081 Establish Social Media Guidlines
  20. @marcusnelson #SMSSummit Build Proficiency Among Employees http://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 #smssummit http://www.flickr.com/photos/susanbeebe/5873866819
  21. @marcusnelson #SMSSummit Create Collaborative Infrastructure @marcusnelson #smssummit http://www.flickr.com/photos/36881785@N07/3820183850
  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 http://www.flickr.com/photos/pasant/7020653409
  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 http://www.flickr.com/photos/viktor86/3882775378
  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 http://www.flickr.com/photos/gracealone/422396028
  25. @marcusnelson #SMSSummit@marcusnelson #smssummit http://www.flickr.com/photos/nizamjusoh/3485744694
  26. @marcusnelson #SMSSummit Gamify Employee Participation http://newyork.kred.com/ @marcusnelson #smssummit http://www.flickr.com/photos/shotoftheday/6841585105
  27. @marcusnelson #SMSSummit@marcusnelson #smssummit http://www.flickr.com/photos/kinchloe/8156867279
  28. @marcusnelson #SMSSummit Thank You @marcusnelsonCEO/Founder of Addvocate Former Head of Social Media at Salesforce.com @marcusnelson #smssummit http://www.flickr.com/photos/triarch/4306551048
  29. @marcusnelson #SMSSummit Image Credits 1. http://www.flickr.com/photos/sbmckinney/2235176363 2. http://www.flickr.com/photos/seangreenberg/2513414034 3. http://www.flickr.com/photos/fotobiashoots/9111484560/ 4. http://www.flickr.com/photos/jaxalude/8685321123 5. http://www.flickr.com/photos/fotobiashoots/8964771413/ 6. http://www.flickr.com/photos/my_fake_plastic_earth/750264735 7. http://www.flickr.com/photos/30427909@N04/3504850260 8. http://www.flickr.com/photos/luc-de-zeeuw/9588988141 9. http://www.flickr.com/photos/pasalolaraj/4896159721 10. http://www.flickr.com/photos/brandonj74/5761048572 11. http://www.flickr.com/photos/tmwang16/5883291991 12. http://www.flickr.com/photos/brandonj74/6672628345/ 13. http://www.flickr.com/photos/10166952@N08/3771333931 14. http://www.flickr.com/photos/alexmuse/302136718 15. http://www.flickr.com/photos/stephl/1501055263 16. http://www.flickr.com/photos/ziggy_lives/6066383395 17. http://www.flickr.com/photos/nanoprobe67/5948046685 18. http://www.flickr.com/photos/23959586@N00/281009219 19. http://www.flickr.com/photos/manfrottotripods/4687897081 20.http://www.flickr.com/photos/susanbeebe/5873866819 21. http://www.flickr.com/photos/36881785@N07/3820183850 22.http://www.flickr.com/photos/pasant/7020653409 23. http://www.flickr.com/photos/viktor86/3882775378 24.http://www.flickr.com/photos/gracealone/422396028 25.http://www.flickr.com/photos/nizamjusoh/3485744694 26.http://www.flickr.com/photos/shotoftheday/6841585105 27. http://www.flickr.com/photos/kinchloe/8156867279 28.http://www.flickr.com/photos/hemonto/9526265121 29.http://www.flickr.com/photos/triarch/4306551048 30.http://www.flickr.com/photos/mccoryjames/4407094702 @marcusnelson #smssummit http://www.flickr.com/photos/mccoryjames/ 4407094702