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Cracking the Enterprise Social Media Nut

The technology industry is fast-paced and constantly changing. To succeed in this competitive landscape, companies need to make sure their employees are up-to-date with the latest information. Softchoice, a leading North American provider of IT solutions and managed services, found a way to keep their 1,600 employees engaged and informed with the latest industry news and company updates — using the Dynamic Signal platform as their primary communications hub.

By launching an employee advocacy platform, Softchoice employees are able to use social media to generate leads, recruit talent, and grow their professional brand. Their world-class internal communications strategy connects every employee across the organization and aligns them with the company's purpose, values and mission and goals.

Joel Marans, Senior Manager, Brand & Communications, from Softchoice discusses topics such as:

• How to make a business case for an employee advocacy and communications program
• How to design the right strategy for your business and select the best technology partner
• How to launch your program, and begin tracking results on day one
• How to activate every employee to build pipeline, attract new business, and recruit new talent

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Cracking the Enterprise Social Media Nut

  1. 1. #DySiWebinar @schnitzelboy @PHanleyTouch Why Company Communications And Employee Advocacy Matter Now More Than Ever
  2. 2. #DySiWebinar @schnitzelboy @PHanleyTouch The Problem Facing Today’s Global Enterprises Technology has changed the way we communicate, internally and externally When companies communicate with employees in a way that mirrors how we all interact in our everyday lives, employees will do the same when they engage with customers. MOBILE SOCIAL LOCAL VIDEO
  3. 3. #DySiWebinar @schnitzelboy @PHanleyTouch Why Companies Must Evolve Companies that transform the way they communicate will have more connected and informed employees. Those that fail to adapt to a modern method of communications face a disconnected workforce, struggling to engage consumers. This costs the company time and money. 74% of employees feel that they're missing out on company information and news. (Gallup)
  4. 4. #DySiWebinar @schnitzelboy @PHanleyTouch What challenges has Softchoice faced?
  5. 5. #DySiWebinar @schnitzelboy @PHanleyTouch Challenges Softchoice Faced We had no single platform to: • Curate the best content from Softchoice and partners • Point employees to relevant content • Measure our employee’s efforts to generate leads We were not rewarding our best advocates to do more Marketing needs to make it easier for sales Sales needs to help Marketing do marketing!
  6. 6. #DySiWebinar @schnitzelboy @PHanleyTouch How did you get started with employee advocacy?
  7. 7. #DySiWebinar @schnitzelboy @PHanleyTouch Vision & Objectives Activate every employee with the right tools and incentives to scale and amplify the Softchoice brand. SALES • One destination to find, read and share content • Bring to life how we unleash potential for customers • Delivers reward and recognition • Improves personal + team Social Selling Index (SSI) Key objective: Deliver Insights
  8. 8. #DySiWebinar @schnitzelboy @PHanleyTouch Vision & Objectives Activate every employee with the right tools and incentives to scale and amplify the Softchoice brand. MARKETING • One destination to curate and publish content • Help sales connect to a larger purpose • Measure the impact of social media on driving awareness • Scale & amplify our thought-leadership efforts Key objective: Generate Leads
  9. 9. #DySiWebinar @schnitzelboy @PHanleyTouch Vision & Objectives Activate every employee with the right tools and incentives to scale and amplify the Softchoice brand. CULTURE + TALENT • One destination to publish and share current openings • Set a tone of optimism as a destination workplace • Reinforce our status as great place to work • Empower all employees to help create a winning team Key objective: Recruitment + Retention
  10. 10. #DySiWebinar @schnitzelboy @PHanleyTouch How did you choose the right technology partner?
  11. 11. #DySiWebinar @schnitzelboy @PHanleyTouch Choosing The Right Technology Available in multiple languages for global employees Single Sign-On for ease of access Mobile-First experience for employees CRM Integration
  12. 12. #DySiWebinar @schnitzelboy @PHanleyTouch Point in Time Snapshot: Comparing The Available Solutions OPTION A OPTION B Professional Training ✅ ✅ ✅ Gamification ✅ Marketing dashboards ✅ ✅ ✅ Mobile app ✅ ✅ ✅ Desktop app via browser ✅ ✅ Audience Segmentation Limited ✅ Audience contributions ✅ ✅ Personalized content by Team ✅ Office 365 Integration ✅ Dynamics CRM integration Limited ✅ Native sharing ✅ Auto-scheduling based on best time ✅ Different share copy to improve clicks ✅ Google Analytics integration TBD ✅ ✅ Custom branding ✅ SSO/SAML ✅ French UI ✅ Push notification broadcasts ✅ main differentiator simplicity Most robust platform Siloed Ecosystem main weakness Mobile only for sales Another destination to manage No SSO
  13. 13. #DySiWebinar @schnitzelboy @PHanleyTouch How did you organize and set up the program for success?
  14. 14. #DySiWebinar @schnitzelboy @PHanleyTouch Mapping Out the Launch of the Program Pre Launch Branding Pre-Launch Member Planning Pre-Launch Content Planning Pre-Launch Engagement & Gamification Manager Training LAUNCH
  15. 15. #DySiWebinar @schnitzelboy @PHanleyTouch Branding The Program Create a platform of your own that your employees feel comfortable with:
  16. 16. #DySiWebinar @schnitzelboy @PHanleyTouch What data was important to track and what were the results?
  17. 17. #DySiWebinar @schnitzelboy @PHanleyTouch Key Performance Indicators Platform Usage & Culture Integration How easy is the platform is to use Sharing & Internal Engagement How active are our ambassadors with the platform and content External Engagement How the platform drives external engagement with Softchoice content
  18. 18. #DySiWebinar @schnitzelboy @PHanleyTouch The Data We Track (Weeks 0-2)
  19. 19. #DySiWebinar @schnitzelboy @PHanleyTouch Results From the Launch of Echo Early results with 50 Employees over 4 week period: PLATFORM USAGE & CULTURE INTEGRATION SHARING & CONTENT EXTERNAL ENGAGEMENT  75% of ALL users were “active”  66% feel the value of Echo as part of social selling toolkit is very good to excellent  70% feel the value of Echo is very good to excellent  94% would continue using it if business invested  97% are now more aware of Softchoice-based reasons to share via social  925,000 impressions  2,075 clicks  822 reactions  23% indicated they created meaningful business engagement  $12,000 Earned Media (CPM)  $20,000 Earned Media (CPC)  Average of 31 shares/person  41% growth in daily sharing  1,444 shares by initial launch group  2 point overall increase in team SSI  31,000 points awarded  86% felt an increase in perceived value around marketing content  Top 5 best-performing posts was Softchoice-created content  One day of activity drove over 1,100 video views
  20. 20. #DySiWebinar @schnitzelboy @PHanleyTouch Where did you succeed? And what are you wanting to improve?
  21. 21. #DySiWebinar @schnitzelboy @PHanleyTouch Rating Ourselves Done Well Do Better Program planning and launch (including branding) Canada vs US Softchoice content Softchoice content Submission guidelines and notifications Earned media value Getting all Managers engaged & involved Gamification Capping points Variations of status updates
  22. 22. #DySiWebinar @schnitzelboy @PHanleyTouch How has the program scaled?
  23. 23. #DySiWebinar @schnitzelboy @PHanleyTouch What Employee Advocacy at Softchoice looks like today Generated $1MM+ EARNED MEDIA since inception EVERY EMPLOYEE at Softchoice has access to Echo Quarterly USAGE CAMPAIGN to drive adoption Moving towards using it for INTERNAL COMMS INTEGRATING with all our marketing activities
  24. 24. #DySiWebinar @schnitzelboy @PHanleyTouch Our Technology Stack for Social Selling + Employee Advocacy
  25. 25. #DySiWebinar @schnitzelboy @PHanleyTouch Dynamic Signal Works With The World’s Leading Companies
  26. 26. #DySiWebinar @schnitzelboy @PHanleyTouch Learn more at Explore other webinars on demand, ebooks and videos THANKS!