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Culivating Employee Evangelists


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Employees are the key ingredient in the social era. Companies must fundamentally rethink how they connect with their customers, and employees play a critical role in making those connections.

Your customers expect you to have real conversations with them as part of their experience with your brand- to share information, knowledge, expertise, even inspiration. So how do you empower your employees to communicate with your audience in a meaningful way?

In this presentation, you’ll learn:
· Top brands that have already harnessed the power that lies within their workforce

· How to train and scale employees evangelists to build long-term relationships with your customers

· How to use technology to power your advocates

Published in: Social Media, Technology, Business
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Culivating Employee Evangelists

  1. 1. Cultivating Employee Evangelists #SMSsummit Sarah Finley, co-founder @sarahfinley February 6, 2014
  2. 2. Why you should be thinking about Employee Evangelists SASI© 2
  3. 3. 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 90% trust recommendations from people they know. 70% trust consumer opinions posted online. 14% trust advertising (Nielsen, 2009) An everyday employee is trusted more than Chief Executive (Edelman Trust Barometer, „14) #SMSsummit How companies market, sell to and support their customers is changing… SASI© What roles do employees play in this transformation? How do you activate employees? 3
  4. 4. 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 trainand scale employee advocates to build long term relationships with prospects and customers. SASI© 4
  5. 5. Who is leading the charge SASI© 5
  6. 6. Companies powering brand advocates: IBM • 500 Thought Leaders • IBM VOICES Cisco • 1.3K employees amplifying company message Sprint • 2K employees • Ninja Program Black Belt Best Buy • 3K employees • Answering customers SASI© Dell • 10K Certified employees • Engage on behalf of brand Intel • 300+ employees • “Experience Intel” • Content generation 6
  7. 7. Case study: Cisco • Employees have 10x more followers vs. corporate account • Only2% of the audience overlaps with corporate account • Employees share 29% more URLs about the company vs. corporate accounts • Employees account URL reach is 2xvs. corporate account • The reach of hashtags about the company shared by employees is 24 times that of corporate Source: SASI© 7
  8. 8. Case study: Intel • Smart Squad Tablet program: identified internal and external influencers and seeded Intel based Tablets • Comprehensive training across program, product and social • Leveraged tools to aggregate, distribute and share content • Results: • • • Earned 7M Twitter impressions Advocates created 1,843pieces of original content Competitor purchased advertising against #IntelTablets Source: SASI© 8
  9. 9. The 80’s called… they want their store back. • RadioShack created Inner Circle, for both Employees & Influencers • Mobile app allows for easy sharing of content, deals • Leaderboards track activity, points SASI© 9
  10. 10. Employee advocacy is more than just sharing SASI© 10
  11. 11. Activating brand advocates can go beyond amplification Listening • 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 internal external Curating Content Thank You Social Development Events Employee Training Recruiting 11 SASI©
  12. 12. Additional benefits: engaged & resultdriven employees Recent study from National Business Research Institute: • Engaged employees produce2xas much work product in the time as unengaged employees • 40% – 80% of customer satisfaction is affected by employee attitudes NBRI Identified 6 Traits of Engaged Employees: 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 Source: SASI© 12
  13. 13. How do you know when you’re ready to activate your employees SASI© 13
  14. 14. Employee Activation Maturity Assessment To activate employees, you need 5 critical competencies: Leadership, Policies & Governance, Training, Metrics & Measurement and Tools & Technology Maturity Ratings Stage 1: Hierarchy Competency Policies & Governance Training Metrics & Measurement Tools & Technology Leadership 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 No Guidelines Restrictive Inclusive No Training Ad hoc Formal Program Anecdotal Activity Tracking Behaviors & Outcomes Consumer tools used by individuals Mix of consumer tools & enteprise tools Social Functionality is integrated throughout Command & Control Consensus Collaborative Inspired by Community Roundtable Community Management Maturity Assessment. SASI© 14
  15. 15. Policies, governance & training are critical elements for successful employee advocacy 15 SASI©
  16. 16. Policies & Governance • Yes, social policy is a must… • More importantly, you need to define employee advocate roles Roles Employees May Play Social Media Usage Roles within Organization Training Requirements Disclosure Requirements Social Media Bios Requirements Social Media Handle Examples Advocate Employees use personal social media accounts and will on occasion share relevant news about the company Sales, Marketing, HR, PR Social media policy, FTC disclosure requirements (bios, handles) and engagement rules "I work for ____ and this is my personal opinion" Opinions = My Own or My tweets are my own Twitter: @SarahFinley SASI© 16
  17. 17. Case study: Adobe • Adobe provides social media training to build employee social media fluency through awareness, empowerment and excellence o 30% of workforce have already received social media training o 3rd highest tech brand for employee activity on Twitter, #1 inpercentage of employees on Twitter* o Social Shift: formal training program for all employees & new hires starting 2014 New hire video “Social Shift exemplifies the way we are building customer relationships. The way we talk to them, support them, sell to themevery way we do business is shifting.” *Brand listed in employee Twitter bio; Source: SociaLook Leaderboard SASI© 17
  18. 18. Case study: Sprint • Launched Social Media Ninja program in 2010 to improve Sprint's reputation • Open to all employees • A few of the rules: • Don‟t speculate • Don‟t talk about what you don‟t know • Don‟t promise anything you can‟t deliver • Don‟t talk about something that has not been announced • Don‟t participate in controversy • Sprint went from Worst to First in customer satisfaction (2008-2012) SASI© 18
  19. 19. How do you measure success SASI© 19
  20. 20. Metrics & Measurement: Dell Case Study Activation Business Impact 9,000+ employees trained 30 courses in 55+ countries Marketing, Sales, PG, Custo mer Service • Awareness • • • 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 SASI© 20
  21. 21. 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: SASI© 21
  22. 22. How to use technology to scale your program SASI© 22
  23. 23. 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 SASI© 23
  24. 24. Tools & Technology: SocialChorus • • • • • Develop Advocate strategy Identify brand‟s best employee advocates based on: – Social media savvy & influence – Position within company hierarchy – Departments – Location Make it easy for advocates: – How, why & when they should communicate – SocialChorus Platform training Make it easy to see success: custom analysis of program performance, broken down by: – Individual advocates – # of endorsements – Social channels – Time period – Top advocate content Continual optimization 24
  25. 25. To get started… • • • • Establish clear business objectives Obtain executive buy-in and support Clearly define KPIs to measure success Start small: • Prioritize key teams to drive awareness & adoption • Pilot with those key employees to co-create the program • Implement learnings from pilot for larger scale roll-out • Drive excitement and empowerment and reward the rock stars SASI© 25
  26. 26. Additional questions: @sarahfinley @getSASI • Thank You SASI© 26