How many people work in social media in your organization? It used to be businesses had an entire department dedicated to answering the phone, but now we all have one on our desk. This trend is now happening with social media, and for your institution to stay relevant social media needs to be a part of the culture. We brought in the Avidia Smarties to discuss how they built an employee advocacy program.

1. Building
a
Social
Organiza0on
Presented
by:
CarrieAnne
Cormier
and
Katelin
Cwieka
#BankOnSocial

2. Katelin
Cwieka
Marke0ng
Specialist
Avidia
Bank
@BankSmartKate
#BankOnSocial
CarrieAnne
Cormier
Retail
Opera0ons
&
Strategy
Avidia
Bank
@BankSmartCarrie
Introducing…

3. Katelin
Cwieka
Marke0ng
Specialist
Avidia
Bank
@BankSmartKate
#BankOnSocial
CarrieAnne
Cormier
Retail
Opera0ons
&
Strategy
Avidia
Bank
@BankSmartCarrie
The
#AvidiaSmar0es

4. Why
Employee
Advocacy?
• Weber
Shandwick
study
found
that
a
50%
of
US
employees
are
blogging,
pos@ng,
twee@ng,
and
commen@ng
about
their
employers.
• Humanize
your
brand
#BankOnSocial

5. Increase
Your
Reach
The
average
employee
has:
• 200
Facebook
Friends
• 480
LinkedIn
Connec@ons
• 61
TwiIer
Followers
• Do
the
Math
–
If
you
have
100
employees
you
could
be
reaching
up
to
74,100
people!
#BankOnSocial

6. Happy
Employees
• Engaged
employees
are
20%
more
likely
to
stay
at
their
company
• 4x
more
sa@sfied
with
their
day
• 27%
more
op@mis@c
about
their
companies
future
#BankOnSocial

7. Launching
a
Product
• HYPE
up
a
product
launch
• Employees
oNen
TEST
new
products
• Have
them
SHARE
their
experiences
#BankOnSocial

8. Where
do
you
begin?
• Start
with
a
strong
social
media
policy
• Do
your
research
• Set
a
mission
for
your
program
and
determine
what
kind
of
people
you
want
on
your
team
• What
social
networks
will
you
use?
• Have
a
strong
brand
page
that
your
advocates
can
link
back
to
#BankOnSocial

9. Social
Media
Personas
• Content
Creators
• Listeners
• Conversa@onalist
• Sharers
• Promoters
• Connectors
• Cheerleaders
#BankOnSocial

10. Prepare
for
Nay
-­‐
Sayers
• SHOW
the
impact
• Do
your
RESEARCH
• SHARE
your
selec@on
process
• How
you
will
MANAGE
it
and
deal
with
DAMAGE
CONTROL
#BankOnSocial

11. Selec0on
Process
• Recruitment
• Applica@on
• Interview
• “Background
Check”
• Requirements:
– Social
Media
Savvy,
Enthusias@c,
Influencer,
Tech
Oriented
#BankOnSocial

12. Training
• Create
a
mindset
• When
to
post
• What
to
post
• Provide
updates
– research,
ar@cles,
new
social
media
features
#BankOnSocial

13. Leadership
• Have
admins
in
place
• Use
a
management
plaZorm
– Social
Chorus,
Hootsuite
,
Sprout
Social,
Dynamic
Signal
• Empower
your
leadership
and
all
par@cipants
#BankOnSocial

14. When
things
go
wrong…
• Have
a
crisis
plan
in
place
–
damage
control
• Use
your
social
media
policy
• Don’t
punish
for
a
bad
tweet!
Educate!
#BankOnSocial

15. What
if
it
goes
REALLY
wrong?
• Someone
goes
rogue
• Shut
it
down
–
have
steps
in
place
to
take
control
• Damage
control
• Administra@ve
Ac@on
–
HR
• Retain
records
to
refer
to
in
the
future
#BankOnSocial

16. Measure
Your
Success!
• Analy@cs
• Have
realis@c
goals
• Revisit
oNen
• Share
success
with
your
team,
celebrate!
• Share
success
with
your
organiza@on
–
yes
even
include
the
nay-­‐sayers!
#BankOnSocial

17. Do’s
• DO
–
provide
resources,
support
and
educa@on
to
ALL
employees
• DO
–
have
guidelines,
mission,
crisis
plan
and
policy
in
place
• DO
–
have
a
leader
or
admin
team
for
support
and
to
provide
direc@on
for
your
team
• DO
–
have
a
way
a
to
analyze
your
results
• DO
–
problem
solve
and
celebrate
together
#BankOnSocial

18. Don’ts
• DON’T
–
tell
employees
what
the
MUST
post
• DON’T
–ignore
your
naysayers,
educate
them
• DON’T
–
allow
employees
to
post
on
the
brand
page
–
request
them
to
submit
content
and
make
sure
it’s
compliance-­‐approved
#BankOnSocial

19. Ques0ons?
Stay
Social
with
Us!
#BankOnSocial
LinkedIn:
Katelin
Cwieka
TwiIer:
@BankSmartKate
LinkedIn:
CarrieAnne
Cormier
TwiIer:
@BankSmartCarrie