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Your Best Advocates Already Work For You
How Leading Companies are Powering Employee Advocates
@lizbbullo
ck
@gregshoveSAS 2#SocialChorusU
Over the next 40 minutes you’ll learn:
• What leading companies are doing to p...
@lizbbullo
ck
@gregshoveSAS
Liz Bullock
CEO & Co-Founder
Social Arts & Science Institute (SASI)
3#SocialChorusU
Greg Shove...
@lizbbullo
ck
@gregshoveSAS 4#SocialChorusU
Questions?
Ask your questions on Twitter
or via GoToWebinar
#SocialChorusU
@lizbbullo
ck
@gregshoveSAS 5#SocialChorusU
1
Why are employees
important for connecting
with buyers?
@lizbbullo
ck
@gregshoveSAS
Employees are key ingredient in new social
era…
More than ever – a company’s
brand is influenc...
@lizbbullo
ck
@gregshoveSAS
Companies must fundamentally rethink
how they connect with the marketplace…
Challenges:
Compan...
@lizbbullo
ck
@gregshoveSAS 8
2
What are leading
companies doing with
employee advocates?
#SocialChorusU
@lizbbullo
ck
@gregshoveSAS
Companies powering brand
advocates:
IBM
• 500 Thought Leaders
• IBM VOICES
Dell
• 10K Certifie...
@lizbbullo
ck
@gregshoveSAS
Employees have 10xs more followers vs. corporate accounts
Only 2% of the audience overlaps wit...
@lizbbullo
ck
@gregshoveSAS 11#SocialChorusU
3
How do employees
advocate beyond just
sharing?
@lizbbullo
ck
@gregshoveSAS
Activating brand advocates can go beyond
amplification…
Dell asks certified employees to do va...
@lizbbullo
ck
@gregshoveSAS
Recent study from National Business Research Institute:
Engaged employees produce 2x as much w...
@lizbbullo
ck
@gregshoveSAS 14#SocialChorusU
4
How do you know if a
brand is ready to activate
employees?
@lizbbullo
ck
@gregshoveSAS
To activate employees, you need 5 critical competencies: Leadership, Policies &
Governance, Tr...
@lizbbullo
ck
@gregshoveSAS 16#SocialChorusU
5
What policies and training
do you recommend?
@lizbbullo
ck
@gregshoveSAS
Policies & Governance
Yes, social policy is a must…
More importantly, you need to define emplo...
@lizbbullo
ck
@gregshoveSAS
Education: Dell’s Social Media &
Community University
Policy
Principles
Governance
Training & ...
@lizbbullo
ck
@gregshoveSAS 19#SocialChorusU
6
What are the key
indicators of success?
@lizbbullo
ck
@gregshoveSAS
Awareness
Activation
Business Impact
• 9,000+ employees trained
• 30 courses in 55+ countries
...
@lizbbullo
ck
@gregshoveSAS 21#SocialChorusU
7
How should brands use
technology to power
advocates?
@lizbbullo
ck
@gregshoveSAS
Tools & Technology
• Internal portal to capture key data
around employee advocates
• Portal se...
@lizbbullo
ck
@gregshoveSAS
Dell Super Bowl ad
Dell launched 2013 Super Bowl ad
solely online and via social media
Activat...
@lizbbullo
ck
@gregshoveSAS 24#SocialChorusU
8
What is needed to get
started?
@lizbbullo
ck
@gregshoveSAS
• Establish clear business objectives
• Obtain executive buy-in and support
• Prioritize key t...
@lizbbullo
ck
@gregshoveSAS 26#SocialChorusU
@lizbbullo
ck
@gregshoveSAS 27#SocialChorusU
@lizbbullo
ck
@gregshoveSAS 28#SocialChorusU
Questions?
Liz Bullock
CEO & Co-Founder
Social Arts & Science Institute (SASI...
@lizbbullo
ck
@gregshoveSAS 29#SocialChorusU
Additional questions?
Want to learn more?
socialchorus.com/tour
@SocialChorus...
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Your Best Advocates Already Work for You: SocialChorus Webinar

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Webinar with Greg Shove, CEO of SocialChorus, discussing the power of employee advocates, examples from leading brands, plus how to effectively get started.

Published in: Business, Technology
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Your Best Advocates Already Work for You: SocialChorus Webinar

  1. 1. Your Best Advocates Already Work For You How Leading Companies are Powering Employee Advocates
  2. 2. @lizbbullo ck @gregshoveSAS 2#SocialChorusU Over the next 40 minutes you’ll learn: • What leading companies are doing to power employee advocates • How to get started with employee advocates • How to measure advocate performance against marketing goals
  3. 3. @lizbbullo ck @gregshoveSAS Liz Bullock CEO & Co-Founder Social Arts & Science Institute (SASI) 3#SocialChorusU Greg Shove Founder and CEO SocialChorus Today’s speakers
  4. 4. @lizbbullo ck @gregshoveSAS 4#SocialChorusU Questions? Ask your questions on Twitter or via GoToWebinar #SocialChorusU
  5. 5. @lizbbullo ck @gregshoveSAS 5#SocialChorusU 1 Why are employees important for connecting with buyers?
  6. 6. @lizbbullo ck @gregshoveSAS Employees are key ingredient in new social era… More than ever – a company’s brand is influenced by what consumers are saying about the brand An everyday employee is 2x trusted vs. Chief Executive (Edelman Trust Barometer, ‘13) 90% trust recommendations from people they know. 70% trust consumer opinions posted online. 14% trust advertising (Nielsen, 2009) How companies market, sell to and support their customers is changing… What roles do employees play in this transformation? How do you activate employees? 6#SocialChorusU
  7. 7. @lizbbullo ck @gregshoveSAS Companies must fundamentally rethink how they connect with the marketplace… Challenges: Companies are seeking “authentic” and “genuine” ways to build customer relationships. How may companies and customers collaborate in useful ways (products & services)? How do you use social media authentically and engage with the marketplace to deliver results? Answer: Companies must train and scale employee advocates to build long term relationships with prospects and customers. 7#SocialChorusU
  8. 8. @lizbbullo ck @gregshoveSAS 8 2 What are leading companies doing with employee advocates? #SocialChorusU
  9. 9. @lizbbullo ck @gregshoveSAS Companies powering brand advocates: IBM • 500 Thought Leaders • IBM VOICES Dell • 10K Certified employees • Engage on behalf of brand Cisco • 1.3K employees amplifying company message Sprint • 2K employees • Ninja Program Black Belt Best Buy • 3K employees • Answering customers Intel • 300+ employees • “Experience Intel” • Content generation 9#SocialChorusU
  10. 10. @lizbbullo ck @gregshoveSAS Employees have 10xs more followers vs. corporate accounts Only 2% of the audience overlaps with corporate accounts Employees share 29% more URLs about the company vs. corporate accounts Employees account URL reach is 2x vs. corporate accounts The reach of hashtags about the company shared by employees is 24 times that of corporate Case study: Cisco Twitter analysis Source: http://www.slideshare.net/socialook/cisco-global-february2013socialook?from_search=2 10#SocialChorusU
  11. 11. @lizbbullo ck @gregshoveSAS 11#SocialChorusU 3 How do employees advocate beyond just sharing?
  12. 12. @lizbbullo ck @gregshoveSAS Activating brand advocates can go beyond amplification… Dell asks certified employees to do various social activities on behalf of Dell that speak to their level of interest and expertise Goal to deepen their social expertise Portal serves up activities, tracks, reward and identify the right employees to activate Curating Content Thank You Social Development Events Employee Training Recruiting internal external Listening 12#SocialChorusU
  13. 13. @lizbbullo ck @gregshoveSAS Recent study from National Business Research Institute: Engaged employees produce 2x as much work product in the time as unengaged employees 40% – 80% of customer satisfaction is affected by employee attitudes 1. Believe in their organization 2. Have the desire to work to make things better 3. Understand the business context and the bigger picture 4. Are respectful and helpful to colleagues 5. Are willing to go the extra mile 6. Stay up to date with developments in their industry NBRI Identified 6 Traits of Engaged Employees: Source: http://www.nbrii.com/blog/employee-engagement-customer-satisfaction-financial-performance/ Additional benefits: engaged & result- driven employees 13#SocialChorusU
  14. 14. @lizbbullo ck @gregshoveSAS 14#SocialChorusU 4 How do you know if a brand is ready to activate employees?
  15. 15. @lizbbullo ck @gregshoveSAS To activate employees, you need 5 critical competencies: Leadership, Policies & Governance, Training, Metrics & Measurement and Tools & Technology Employee Activation Maturity Assessment Competency Maturity Ratings Stage 1: Hierarchy Stage 2: Emergent Stage 3: Synergistic Employees feel restricted to share any content about the brand, even on personal social media platforms Handful of employees are sharing brand content and some engagement with customers and prospects Robust organization armed and working collaboratively to connect with customers, prospects, advocates & Influencers Policies & Governance No Guidelines Restrictive Inclusive Training No Training Ad hoc Formal Program Metrics & Measurement Anecdotal Activity Tracking Behaviors & Outcomes Tools & Technology Consumer tools used by individuals Mix of consumer tools & enteprise tools Social Functionality is integrated throughout Leadership Command & Control Consensus Collaborative ©2013 Social Arts & Science Institute, LLC. All Rights Reserved 15#SocialChorusU
  16. 16. @lizbbullo ck @gregshoveSAS 16#SocialChorusU 5 What policies and training do you recommend?
  17. 17. @lizbbullo ck @gregshoveSAS Policies & Governance Yes, social policy is a must… More importantly, you need to define employee advocate roles Roles Employees May Play Advocates Social Media Usage Employees use personal social media accounts and will on occasion share relevant news about the company Roles within Organization Sales, Marketing, HR, PR Training Requirements Social media policy, FTC disclosure requirements (bios, handles) and engagement rules Disclosure Requirements "I work for ____ and this is my personal opinion" Social Media Bios Requirements Opinions = My Own or My tweets are my own Social Media Handle Examples Twitter: @SarahFinley 17#SocialChorusU
  18. 18. @lizbbullo ck @gregshoveSAS Education: Dell’s Social Media & Community University Policy Principles Governance Training & Tools Activation programs 18#SocialChorusU
  19. 19. @lizbbullo ck @gregshoveSAS 19#SocialChorusU 6 What are the key indicators of success?
  20. 20. @lizbbullo ck @gregshoveSAS Awareness Activation Business Impact • 9,000+ employees trained • 30 courses in 55+ countries • Marketing, Sales, PG, Customer Service • 1,600 employees Twitter handle with Dell bio • 2,000+ Brand Advocates • 150+ Subject Matter Experts • 2.2 engagements and 6.8 clicks per employee post (SME’s) • Incremental 17K traffic to Dell • Improved reach, earned media Metrics & Measurement 20#SocialChorusU
  21. 21. @lizbbullo ck @gregshoveSAS 21#SocialChorusU 7 How should brands use technology to power advocates?
  22. 22. @lizbbullo ck @gregshoveSAS Tools & Technology • Internal portal to capture key data around employee advocates • Portal served time bound activities for employees to sign up and participate • “Wall of Fame” touting strongest advocates • Log activities + Leaderboard • “Find network members” to connect with like-minded employees 22#SocialChorusU
  23. 23. @lizbbullo ck @gregshoveSAS Dell Super Bowl ad Dell launched 2013 Super Bowl ad solely online and via social media Activated Dell certified employees to share Super Bowl ad +6.5M views on YouTube Source: http://www.pmdigital.com/press-events/super-bowl-commercial-index/ 23#SocialChorusU
  24. 24. @lizbbullo ck @gregshoveSAS 24#SocialChorusU 8 What is needed to get started?
  25. 25. @lizbbullo ck @gregshoveSAS • Establish clear business objectives • Obtain executive buy-in and support • Prioritize key teams or employees to drive awareness and adoption • Pilot with those key employees and co-create the program • Clearly defined KPI’s to measure success • Implement learnings from pilot for larger scale roll-out • Drive excitement, empowerment and reward the rock stars 25#hashtag To get started…
  26. 26. @lizbbullo ck @gregshoveSAS 26#SocialChorusU
  27. 27. @lizbbullo ck @gregshoveSAS 27#SocialChorusU
  28. 28. @lizbbullo ck @gregshoveSAS 28#SocialChorusU Questions? Liz Bullock CEO & Co-Founder Social Arts & Science Institute (SASI) Greg Shove Founder and CEO SocialChorus
  29. 29. @lizbbullo ck @gregshoveSAS 29#SocialChorusU Additional questions? Want to learn more? socialchorus.com/tour @SocialChorus 8 Steps to Launching a Successful Employee Advocate Program bit.ly/130AM3K www.getSASI.com @getSASI liz@getSASI.com

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