Leveraging employees as social media brand ambassadors 6.5.12
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Leveraging employees as social media brand ambassadors 6.5.12






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Leveraging employees as social media brand ambassadors 6.5.12 Leveraging employees as social media brand ambassadors 6.5.12 Presentation Transcript

  • Tuesday, June 5, 2012 PRSA Webinar
  • Jaya K. Bohlmann, APR Founder and principal consultant, Designing CommunicationRobert PhilipsDigital ConnectorGolinHarris Public Relations
  • }  How many organizations on this webinar ask their employees to: ◦  Follow their social media pages? ◦  Share content to their online networks? ◦  Blog? ◦  Have a formal process/policy?
  • }  Many organizations today struggle with empowering and allowing employees to engage in social media while also protecting against potential risks to corporate reputation. False Intimacy Creates Business Risk
  • Build   Awareness   Share   Company   CSR   News/ Stories   Crisis   Brand     Social  media  rising  in  MiBgaBon   Brand   Preference   importance    with  the   criBcal  shiD  from   one-­‐  way   communicaBon  to     Brand  and   RELATIONSHIPS  with   Drive   Market   stakeholders   Sales   Insights   Increase   Customer   Loyalty  
  • }  Benefits & pitfalls of employees participating in social media on behalf of the organization}  How you can engage your employees and empower them around social media through: ◦  Dialogue ◦  Knowledge sharing and training ◦  Shared, collaborative structure and approach ◦  Policies ◦  Strategic framework with business goals at center}  Best practices gleaned from Sodexo’s employee social media program
  • Employees and Social Media
  • Source: NetProspex Social 50
  • }  Employees don’t want to participate}  They may not have the time}  They don’t give a s**t…
  • Strategies and Programs
  • Social  Media  Monitoring  and  Response  Process   •  Measure/benchmark  share  of  voice  and  engagement   •  Understand  key  drivers  of  discussion   •  IdenBfy  top-­‐Ber  influencers     •  Unearth  specific,  short-­‐term  opportuniBes  for  engagement   Posi1oning  Employees  to  Par1cipate  and  Engage   •  IdenBfy  and  train  social  media  brand  ambassadors   •  Define  processes  across  operaBonal  organizaBons,  as  appropriate   •  Create  culture  that  rewards  employees  for  par1cipa1on   Drive  Social  Media  Conversa1ons   •  IdenBfy  owned-­‐channels  to  create  conversaBon   •  Determine  the  appropriate  exisBng  social  channel  to  develop  a  presence    
  • }  Decentralized workforce and corporate structure}  Many people on social media- not coordinated}  Many company brands, products, positioning statements, personal experiences externally seen by many audiences (huge overlap and brand muddiness)}  Cultural support (“collaborative,” “innovative,” “experts”)}  Visibility overall increases}  Legal and IT security alarmed!}  Public Relations sighs.
  • }  Social media means we have to give up control and channel our professional expertise to the areas of education and empowerment. We have an opportunity to expand the work of PR beyond our teams to engage the entire workforce of our organizations as brand ambassadors.
  • •   Specialized  experBse       •   Credibility  through  their  role  @  your  company   •   Some  exisBng  visibility  &  stature  in  industry   •   A  unique  or  provocaBve  point  of  view   •   Ability  to  let  personality  shine  through   •   Will  take  guidance  from  communicaBons   funcBon   •  Time  to  parBcipate   •  Willing  to  monitor  
  • }  Not a social media strategy – a PR strategy!}  What is the employees’ role and accountability?}  What is PR’s role and accountability?}  What are we trying to accomplish overall, together?}  How will we measure it?
  • }  Smaller, core group of social media and organizational influencers ◦  They already are using social media ◦  Are influential within the company; have authority based on position, expertise or resource control ◦  Are willing and interested to participate and contribute consistently}  Broad-based, enterprise-wide group of employees ◦  Anyone PR thinks should be involved!
  • }  Online writing and engagement (can use local university professors, agency support, PR team to lead trainings) ◦  How to write for social media ◦  How to keep audiences engaged (timely response, creative content)}  Media Relations 101 for all employees ◦  Media relations in general}  Social media webinars ◦  Specific to your organization’s social media properties (how you’re using it, why – business purposes, how employees can be involved and get information from those)
  • }  Issues and crisis response}  Leverage subject matter experts for creating blogs, responding to blogs}  Provide the training}  Regularly engage them}  Ask them to participate in monitoring}  Call on them often! BLOG RESPONDERS
  • }  Create formal and informal internal groups of social media influencers and doers}  PR to initiate and lead}  Present latest trends in general; anything from monitoring}  Discuss recent organizational successes (corporate blogs, Facebook and other social media platforms)}  Mostly, discuss problems, issues, needs and wants of the group and offer group solutions (and corporate level ones if necessary)
  • }  To follow your social media pages and/or share the content: ◦  Feature content that would be of interest to employees ◦  Offer giveaways ◦  Develop rewards program (i.e., GaggleAmp)}  To encourage employees to generate branded content: ◦  Ensure the social media strategy is relevant to them ◦  Facilitate their participation & trust their judgment ◦  Tie it into their goals and objectives
  • Blogs   Boards/Forums   Communi1es   TwiBer  Provide  1-­‐1   Ask  group  moderator  how  the   Ambassadors  become   Follow  and  engage  with  feedback/ideas  via   brand  can  provide  valuable   members  of  online   influencers    email   support   communiBes/groups    Add  to  social   Post  commentary  to  an   Proudly  display  your     Promote  content  posted  bookmarks   exisBng  thread   membership  elsewhere   on  the  corporate  twiWer  Share  with  others  via   Start  a  new  Brands-­‐related   Promote  events;  email   thread   parBcipate  in  other   influencers’  acBviBes  Digg  or  rate   Link  to/reference  specific   Connect  with  or  submissions   forum  posts  in  brands  online   “befriend”  other   dialogue,  official  channels   influenBal  members    Link  to/reference   Become  guest  moderators  to   Answer  quesBons  asked  their  content   shape  dialogue   by  other  community   members;  pose  new  ones  Post  public  comment   Sponsor  relevant  boards/with  an  official  POV   forums  
  • Policies and Systems
  • }  Most best practice companies have employee policies related to social media use}  To create one in your company, follow a systematic approach and be patient with the following steps: ◦  Work with HR, IT, Legal, Marketing ◦  Inform executives ◦  Get an executive champion ◦  Take your time ◦  Get all the right buy-in for your organization ◦  Publicize and educate the new policies
  • }  Ethical conduct and legal reminders}  What constitutes “confidential information” at your organization}  Boilers and disclaimers to include in any personally owned social media}  Contacts in PR for clarification or situational assistance}  Clearly state what’s at stake if policies are breached (as HR policies, the same sanctions should hold)}  PUBLICIZE AND TRAIN RE THE POLICIES COMPANY WIDE Source: Intel Social Media Policy
  • }  FTC  Guidelines  applies  to   “endorsements”   ◦  Disclosing  material  connecBons   ◦  Disclosing  typical  experiences   ◦  Marketer  liability  for  false  info  }  Marketers  best  served  by  insisBng   on  full  disclosure  of  relaBonship  by   all  parBcipants  }  Monitor  conversaBons  closely,   parBcipate  to  correct   misinformaBon  
  • }  When requests come in to start a new social media tool, evaluate by asking: 1.  Purpose (should be measurable and business-related) 2.  Intended company business benefit 3.  Potential risks to company and how mitigated 4.  Intended audience (demographics, size) 5.  Weekly time required for maintenance and related staffing 6.  Budget needs and availability
  • Bring   Shape,   Deliver   Ideas   Facilitate   Message   Comms  Dept   Business  Units   Ambassadors   Spot  SM  Trends   Set  SM  Messaging   Serve  As  Visible  Rep.     Focus   for  Brand  in  SM  IdenBfy  &  PrioriBze       Influencers   Manage    Ambassadors   Deliver  Responses       within  Company   Unearth  Specific   PrioriBze  SM   Guidelines   Engagement   Engagement  Ops     OpportuniBes     Provide  ExperBse,     Shape  Suggested   Serve  as  a  Source   Build  Influencer   Responses     RelaBonships       Contribute  Content     Share  Best  PracBces,   to  Brand  Channels   Measure  Impact   Successes  
  • Sodexo
  • It may be external,but think internal!•  Employee comments•  Employee posts•  Network group gages•  Links to employee blogs
  • Dedicated toemployees•  Employee Stories•  Above & Beyond•  Links to social media•  Links to jobopportunities
  • “Sodexo Foundation Volunteer Day”“Sodexo’s Trip to the Farmer’s Market”“Sodexo Team Volunteers in Atlanta
  • Lessons You Can Use Today
  • }  Enterprise-wide, clearly stated, shared goals and strategy (PR-led, collaborative, inclusive)}  Social media policy and guidelines are crucial–internal & external ◦  Create an oversight process (user friendly, helpful) ◦  Publicize widely internally ◦  Train thought leaders and other internal influencers}  Admin management redundancy critical}  Measure results; recognize successes}  Ethical conduct and transparency are musts}  Constantly benchmark and improve}  Share what you learn!
  • }  http://www.linkedin.com/in/jayabohlmann}  http://www.linkedin.com/in/roblphilips}  www.golinharris.com}  http://www.intel.com/content/www/us/en/legal/ intel-social-media-guidelines.html}  http://designingcommunication.wordpress.com
  • Jaya.bohlmann@verizon.netRphilips@golinharris.com