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Social Employees: Your Secret PR Weapon

As the voice of the brand, employees can sway public opinion with their authentic, trusted point of view. Businesses continue to adapt to the quickly changing social environment, and there is little doubt that socially active employees exist within organizations. But how do companies partner with these types of employees, organize them behind a unified message, and scale a program? Join author and thought leader Neal Schaffer, and Bart Casabona, Director of Social Media at Pitney Bowes, as they discuss the impact social employees are having on companies.

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Social Employees: Your Secret PR Weapon

  1. 1. Sponsored by Neal Schaffer Author and Founder at Maximize Your Social @nealschaffer SOCIAL EMPLOYEES YOUR SECRET PR WEAPON Bart Casabona Director of Social Media at Pitney Bowes @bartcas PR WEEK PRESENTS #DySiPR
  2. 2. Sponsored by SOCIAL EMPLOYEES YOUR SECRET PR WEAPON #DySiPR ü  The Definition of the Social Employee ü  Why Employees are Now Social by Nature ü  How to Identify Your Early Adopters ü  What Companies are Doing to Tap Into the Social Employee ü  How to Organize, Train and Scale an Employee Advocacy Program ü  What Success Looks Like What You Will Learn
  3. 3. Sponsored by SOCIAL EMPLOYEES YOUR SECRET PR WEAPON #DySiPR §  Always On §  Mobile First §  Collaborative by Nature §  Open to Challenge and Change Introducing the Social Employee Mary Ann Gallo Vice President of Corporate Communications Hitachi Data Systems Many of our employees are very active on social media and look for opportunities to provide timely, valuable content to their connections.
  4. 4. Sponsored by SOCIAL EMPLOYEES YOUR SECRET PR WEAPON #DySiPR §  Become a thought leader §  Grow social presence §  Stay more informed/engaged §  Gain social experience Benefits Across the Board Employee Advocate at Domo It finally feels like I have a mechanism to share my voice. But do it in a way that takes minutes rather than hours.
  5. 5. Sponsored by SOCIAL EMPLOYEES YOUR SECRET PR WEAPON #DySiPR §  How do you identify social employees? §  Best ways to initially engage with them? §  Approach them with a clear strategy §  Start small and grow the asks over time They’re Sitting Right Next to You Lori Grey Senior Manager, Brand & Eminence at Deloitte We know our employees are already talking about us on social. We want to empower them to say more, but also put controls in place to protect our brand.
  6. 6. Sponsored by SOCIAL EMPLOYEES YOUR SECRET PR WEAPON #DySiPR §  Keep advocacy 100% opt-in, always. §  Communication and transparency are key §  Different networks for different purposes §  Encourage employees to use their own voice The Line Between Personal and Professional
  7. 7. Sponsored by SOCIAL EMPLOYEES YOUR SECRET PR WEAPON #DySiPR §  A clear social media policy is key §  Provide training & best practices §  Outline the goals of the program §  Ask for input and feedback from employees Start with the Basics
  8. 8. Sponsored by SOCIAL EMPLOYEES YOUR SECRET PR WEAPON #DySiPR A Plan to Get Started Discovery   Planning   Implement   Launch & Evangelism   Ongoing Engagement   Growth   §  Understand your brand and implement a program that has similar values §  Enable the launch, growth, and scale by planning for the future
  9. 9. Sponsored by SOCIAL EMPLOYEES YOUR SECRET PR WEAPON #DySiPR §  Plan for the long term up front to avoid being stalled later §  Choose a tech partner that supports your goals: ü  Ability to scale across geographies ü  Key business integrations Scalability is Key Tiffany Tuell Senior Director Corp Comms Hitachi Data Systems Dynamic Signal has enabled us to amplify and scale our ambassador program. For Employee Advocacy to succeed, employees need to have the confidence to know what they need to say, when they need to say it, and where. ü  Language support and translation ü  Supports multiple divisions & business units
  10. 10. Sponsored by SOCIAL EMPLOYEES YOUR SECRET PR WEAPON #DySiPR §  Without employee participation and enthusiasm it will fail §  Recognize and reward early adopters and active members §  Encourage content creation to get employees even more involved It’s a Partnership Joey Mooring Director, Public Relations GameStop Our employees are the heart and voice of GameStop. We partnered with Dynamic Signal because they provided a way for our employees to broadcast news and events on the GameStop brand in their own, unique voice.
  11. 11. Sponsored by SOCIAL EMPLOYEES YOUR SECRET PR WEAPON #DySiPR 100+ Employee Advocates 8,100 Social Shares 4.7M Impressions 24K Clicks 4,750 Reactions 6 Month Results To Date How Pitney Bowes Has Done It
  12. 12. SOCIAL EMPLOYEES YOUR SECRET PR WEAPON #DySiPR Tool for Employees
  13. 13. SOCIAL EMPLOYEES YOUR SECRET PR WEAPON #DySiPR ü  Personalized ü  Automated ü  Targeted ü  Member management ü  Advanced scheduling ü  Insights & analytics Technology for Marketers
  14. 14. Thanks for Joining Us! Presented by:

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