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How SAS Makes Social Media Practical for Employees

Founded in 1976, software company SAS is made up of a wide array of global employees of all ages. In a recent survey nearly half of them responded in overwhelming fashion, asking for more training on social media. Their hope: to better utilize social networks for business purposes, using an authentic voice.

In response, SAS launched “The 140,” its unique take on employee advocacy. The training-heavy, platform-light program coaches a cross-section of employees (not just from Sales and Marketing) on everything from personal brand building to how to deal with internet trolls. Topics are sourced from participants and actively adjust the focus off SAS, to the SAS employee.

Alli Soule, Social Media Employee Engagement & Education Specialist, and Brandy Mann, Social Media Web & Blog Specialist, from SAS discuss:

• How to establish goals for your program and ensure company leadership is supportive
• How to onboard and train employees to ensure grassroots adoption of the program
• How to align employee advocacy with existing resources and initiatives
• How to evaluate success and determine ROI

SAS, a leader in business analytics software and services, helps organizations across all industries realize the full potential of their greatest asset: data. Used at more than 50,000 sites in over 100 countries, SAS allows you to transform data about customers, performance, and financials into solid and coherent decisions.

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How SAS Makes Social Media Practical for Employees

  1. 1. #DySiWebinar 2@BrandyEMann@allisoule @DaveHawley33 Have A Question For Us? Use GoToWebinar Ask On Twitter Use #DySiWebinar
  2. 2. #DySiWebinar 3@BrandyEMann@allisoule @DaveHawley33 A Quick Question For You: Are employees at your company active on social media on behalf of the brand?
  3. 3. #DySiWebinar 4@BrandyEMann@allisoule @DaveHawley33 Why Company Communications And Employee Advocacy Matter Now More Than Ever
  4. 4. #DySiWebinar 5@BrandyEMann@allisoule @DaveHawley33 The Problem Facing Today’s Global Enterprises Technology has changed the way we communicate Companies need to communicate with employees in a more personalized way that mirrors how we all interact in our everyday lives.
  5. 5. #DySiWebinar 6@BrandyEMann@allisoule @DaveHawley33 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, unengaged workforce. This costs the company time and money. Informed employees are more productive, engaged, and more likely to become advocates for your brand.
  6. 6. #DySiWebinar 7@BrandyEMann@allisoule @DaveHawley33 What business challenges was SAS facing?
  7. 7. #DySiWebinar 8@BrandyEMann@allisoule @DaveHawley33 Challenges SAS Needed To Overcome Adoption to social media amongst employees was scattered and inconsistent
  8. 8. #DySiWebinar 9@BrandyEMann@allisoule @DaveHawley33 Challenges SAS Needed To Overcome Employees voiced their eagerness to become more proficient with social media but there was a lack of organization and training to assist them
  9. 9. #DySiWebinar 10@BrandyEMann@allisoule @DaveHawley33 Challenges SAS Needed To Overcome Needed a way to strengthen the online reputations and social influence of employees
  10. 10. #DySiWebinar 11@BrandyEMann@allisoule @DaveHawley33 Challenges SAS Needed To Overcome Wanted to reward early adopters for influencing those who weren’t convinced of the personal and business value of social media
  11. 11. #DySiWebinar 12@BrandyEMann@allisoule @DaveHawley33 What Were The Goals For The Program?
  12. 12. #DySiWebinar 13@BrandyEMann@allisoule @DaveHawley33 Goals Of The SAS Program Organizational Goals for SAS: o  Increase awareness and share of voice o  Reinforce SAS’ infamous company culture through online conversations o  Use employee reach to amplify relevant content with an authentic voice o  Increase conversions on
  13. 13. #DySiWebinar 14@BrandyEMann@allisoule @DaveHawley33 Goals Of The SAS Program Goals for SAS employees: o  Allow access to exclusive training courses, tools and one-on-one coaching from social media experts o  Strengthen individual reputations and social influence o  Acquire tactics for consistent social media use, like hacks, time-savers and free tools o  Find or increase the value of using social professionally (use it to solve problems, learn, build relationships)
  14. 14. #DySiWebinar 15@BrandyEMann@allisoule @DaveHawley33 How Did You Solve These Problems In Order To Accomplish Your Goals?
  15. 15. #DySiWebinar 16@BrandyEMann@allisoule @DaveHawley33 Launching The SAS Program o  Invited a small group of employees identified as exemplary social media practitioners o  Chose employees in 25 departments, from 25 of the 55 countries where SAS has an office o  Aligned with existing resources/programs (social selling, content marketing, thought- leadership) o  Required a 1 hour Social Media Certification for every employee involved
  16. 16. #DySiWebinar 17@BrandyEMann@allisoule @DaveHawley33 How We Recruited SAS Employees To Join Employees in Phase 1 were individually vetted and selected based on a number of criteria, including: o  Coachable online profiles o  Online influence and reach o  Social media-related job responsibilities o  General interest in social media
  17. 17. #DySiWebinar 18@BrandyEMann@allisoule @DaveHawley33 Organization Of The SAS Program o  Mandatory 1-hour eLearning, monthly workshops, calls, and office hours o  Started with 1% of employee base and have since grown to over 3% o  Choosing the right tools is important o  Communication via weekly emails and internal/private groups
  18. 18. #DySiWebinar 19@BrandyEMann@allisoule @DaveHawley33 Impact Of The SAS Program: The 140 Learned new skills & tricks More informed of SAS guidelines & policies More aware of SAS resources Gained ideas to improve social media practice Other 85% 55% 42% 81% 9%
  19. 19. #DySiWebinar 20@BrandyEMann@allisoule @DaveHawley33 Impact Of The SAS Program: The 140 94% of employees would recommend The 140 to colleagues 90% of employees involved improved on their social media goals 88% of all employee social chatter re: SAS’ preferred business topics comes from The 140 64 The average number of new LinkedIn connections each employee gained 62 The average number of new Twitter followers each employee added 5% The 140 rank in the top 5% of most viewed SAS employees on LinkedIn
  20. 20. #DySiWebinar 21@BrandyEMann@allisoule @DaveHawley33 Where Dynamic Signal Comes In o  A common platform for ALL social sharing o  Other employee programs needed social content to share o  Program leads were participating in The 140: o  Social selling o  Field marketing o  Regional/global programs o  1-hour eLearning required for seat
  21. 21. #DySiWebinar 22@BrandyEMann@allisoule @DaveHawley33 Results Of SAS Using Dynamic Signal 780 employees 128K Shares 82K Reactions 287M Impressions 220K Clicks Results Since Launch – May 2015