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Let's Get Social: How to Turn Employees into Social Media Rock Stars

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Andreea Cojocariu covered how organizations can harness the power of employees active on social media with an employee social media advocacy program.

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Let's Get Social: How to Turn Employees into Social Media Rock Stars

  1. 1. Let’s Get Social! Andreea Cojocariu @ANDREEAC_T Chief Digital Marketing Officer #SocialJoy | #DSATL Turning Employees into Social Media Rock Stars with an Employee Social Media Advocacy Program
  2. 2. SOCIAL MEDIA EMPLOYEE ADVOCACY BY THE NUMBERS 561%INCREASED REACH 76%PEOPLE BUY FROM PEOPLE 78%OUTSELL PEERS #SOCIALJOY | #DSATL | @ANDREEAC_T
  3. 3. Corporate Social Engagement vs Empowering Employees with Social Media #SOCIALJOY | #DSATL | @ANDREEAC_T
  4. 4. PROSPECTS EMPLOYEES Who is really engaging with your social content? Page: 4 #SOCIALJOY | #DSATL | @ANDREEAC_T
  5. 5. Post Session Task 1: Identify your social audiences 1. Employees 2. Influencers/Media 3. Current Customers/Channel Partners 4. Everyone Else/Prospects #SOCIALJOY | #DSATL | @ANDREEAC_T
  6. 6. Strategy Marketing Strategy Inbound/Outbound Social Media • Core Business Objectives • ABM • Paid • Earned • Corporate Social • Employee Social #SOCIALJOY | #DSATL | @ANDREEAC_T
  7. 7. Social Supports all Sales and Marketing Email Support White Papers Blog posts Landing Pages (Ads/Emails) Event Support PR Support SEO Support #SOCIALJOY | #DSATL | @ANDREEAC_T
  8. 8. LAUNCHING AN EMPLOYEE ADVOCACY PROGRAM • Build a business case and get executive buy-in • Identify users/seats • Pick a vendor • Build social content • Build training materials • Launch • Nurture #SOCIALJOY | #DSATL | @ANDREEAC_T
  9. 9. Build a business case and get executive buy-in Data and Stats--Existing Employee Audience + Industry data • 55% of buyers (B2B) research on social • 75% of B2B buyers use social media to make purchasing decisions. • 84% of C-level &VPs use social when making purchasing decisions. Executives active on social • 78% increase in positive impact on org’s reputation • 76% increase in org’s innovation • 64% helps attract new customers • 64% drives a competitive edge #SOCIALJOY | #DSATL | @ANDREEAC_T
  10. 10. IDENTIFY USERS • Executives • Sales • Marketing • HR • Customer Facing/Support #SOCIALJOY | #DSATL | @ANDREEAC_T
  11. 11. Pick a Vendor • KPI’s • Scheduling functionality • Usability • Mobile App availability • Twitter API work-arounds • Product enhancement frequency Considerations #SOCIALJOY | #DSATL | @ANDREEAC_T
  12. 12. KPI and Integration checklist What do you want to measure? • Engagement • Top users • Top content • Referral traffic • ABM data • Google Analytics (or your analytics tool) • Social CRM • Marketo/Pardot • Salesforce • ABM tool integration #SOCIALJOY | #DSATL | @ANDREEAC_T
  13. 13. Posting/Scheduling • Share now • Schedule posts • Auto-schedule #SOCIALJOY | #DSATL | @ANDREEAC_T
  14. 14. USABILITY A user interface is like a joke. If you have to explain it, it’s not that good. #SOCIALJOY | #DSATL | @ANDREEAC_T
  15. 15. Sharing on Twitter
  16. 16. Mobile App • Scheduling • Sharing Now • Settings #SOCIALJOY | #DSATL | @ANDREEAC_T 16
  17. 17. “If I have a thousand ideas and only one turns out to be good I am satisfied.” —Alfred Nobel 17 #SOCIALJOY | #DSATL | @ANDREEAC_T
  18. 18. LAUNCHING AN EMPLOYEE ADVOCACY PROGRAM • Build a business case and get executive buy-in • Identify users/seats • Pick a vendor • Build social content • Build training materials • Launch • Nurture #SOCIALJOY | #DSATL | @ANDREEAC_T
  19. 19. The future is already here. It’s just not evenly distributed.
  20. 20. Get ready. Get Set!
  21. 21. Prelaunch Checklist  Announce platform internally  Best practices for engaging natively on social and account creation  Training materials  Schedule launch trainings  Have your user list  Upload social media content **4 weeks to 1 week prior to launch**
  22. 22. Launch Day Checklist  Upload users into the platform  Announce launch in the AM  Hold (multiple) live trainings  Share supporting training material with users (intranet)
  23. 23. Post Launch  Continued training  Best practice tips (intranet blogs, emails)  Social coaching sessions  Groups and 1 on 1 for executives  Incentivize users  Continue adding social content  Quality content  Work with your overall social, content, and marketing strategies
  24. 24. Program Incentives Reward top users! ﹩ Cash prizes ﹩ Swag ﹩ Public acknowledgement Frequency ﹩Monthly ﹩Quarterly **Reset leaderboards** Top Users • Leaderboard (top participants) • Top users driving the most engagement • Top users driving the most traffic to owned collateral
  25. 25. So little time…so much information!  Have questions  Want this deck  Resources Dsatl.19@cojoymarketing.com https://www.cojoymarketing.com/ dsatl19/

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