Digital Influence Group Spark - Employee Brand Ambassador Program


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Digital Influence Group Spark™ leverages the power and potential of the Social Employee to represent the brand in the growing digital conversation. Spark is a program designed to equip brands with the education, programming and customized strategies their employees need to confidently serve as brand ambassadors across social media channels.

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Digital Influence Group Spark - Employee Brand Ambassador Program

  1. 1. Digital Influence Group SparkTM<br />Employee Brand Ambassador Program<br />July 2011<br />
  2. 2. 2<br />INTRODUCTION<br />Digital Influence Group SparkTM leverages the power and potential of the Social Employee to represent the brand in the growing digital conversation<br />Why Is It Needed?<br /><ul><li>Companies are learning that ALL employees participate in social media and there is massive untapped potential to build the brand with employee support
  3. 3. Managers are confused and struggling to find ways to get employees involved and maintain participation
  4. 4. Employees are unsure of what they can and cannot say and do online
  5. 5. Social policies have existed for years, but were created with little insight from employees or their social media behaviors
  6. 6. Many out-of-the-box social media training programs fail to acknowledge employees’ individual strengths and engagement preferences</li></li></ul><li>3<br />THE EMPLOYEE PERSPECTIVE<br />I need my employer to understand…<br />It’s not part of my job description, but I enjoy doing it and should be recognized<br />I don’t know what I can say and what I can’t say about our company<br />I am representing myself and participate in my own ways – not always the ways you want me to<br />I don’t know how, nor do I want to, use all of the tools<br />It’s not about numbers for me, it’s about relationships<br />
  7. 7. 4<br />THE MANAGER PERSPECTIVE<br />I need to know my employees…<br />are actively using social media to develop their brand and find the right people to participate<br />are familiar with our social policies and guidelines<br />want to be involved in the development of our brand programs<br />recognize that they are representatives of the brand<br />believe that we are here to support them<br />are willing to share information about our brand<br />
  8. 8. 5<br />IS THE SOLUTION<br />Digital Influence Group SparkTMidentifies and leverages <br />the intersection between social profiling, employee behavioral preferences and brand objectives<br />Digital Influence Group SparkTM<br />Behavioral Analysis Examples<br />Social Profiling Examples<br /><ul><li>Forrester Technographics Ladder
  9. 9. Klout Standard of Influence
  10. 10. “The 5 Types of Influencers on the Web” – Lisa Barone
  11. 11. “Social Media Personality Types” – Gravity7
  12. 12. Myers Briggs Type Indicator
  13. 13. Applied Behavior Analysis
  14. 14. Winslow Human Behavior Test
  15. 15. Keirsey Temperament Sorter
  16. 16. ProScan Survey
  17. 17. Unique set of Social psychological types based on business behaviors
  18. 18. Maximize types for brand amplification and evangelism
  19. 19. Relevant connections and relationships
  20. 20. Employee segmentation</li></li></ul><li>6<br />UNDERSTANDING SOCIAL INDICATOR TYPESTM<br />Individuals typically behave in a variety of ways depending on their audience and environment. Social Indicator TypesTM use industry recognized categories to provide a deeper look into what makes individuals a viable candidate for social media participation.<br />
  21. 21. APPROACH<br />7<br />Identify, enable and empower employees to participate in social media conversations that help build their personal brand and support organizational goals in three simple steps:<br />Custom Survey: Identifies individual behaviors and maximizes participation and opportunity for success<br />2) Customized Content: Organizations have different goals and different rules for engagement. Training, guidance and mentoring should be unique to each organization and each individual employee<br />3) Individual Action Plans: Provides relevant content based on an individual’s social behaviors, external and internal opportunities, level of experience and aspirations for representing the brand in social conversations.<br />
  22. 22. 8<br />Employee Survey<br /><ul><li>Interactive survey that captures individual behaviors and level of social expertise
  23. 23. Captures individual preferences and goals and based on current activity
  24. 24. Identifies interests and challenges</li></ul>STEP 1: INSIGHT GATHERING<br />
  25. 25. 9<br />STEP 2: PERSONALIZED RECOMMENDATION ENGINE<br />Customized Brand Content<br /><ul><li>Training modules aligned to business objectives and opportunities
  26. 26. Distribution of brand messages and opportunities
  27. 27. Prioritized activities based on time availability, behaviors and opportunities for growth
  28. 28. Key internal and external influencers database</li></ul>Benchmarks<br />Influencers<br />Business Goals<br />Platforms<br />
  29. 29. 10<br />STEP 3: CUSTOM SOCIAL ENGAGEMENT PLAN<br />Action Plan<br />• Deeper understanding of individual behaviors<br /><ul><li>Custom, individual action plan based on experience level and organizational policies
  30. 30. Details on brand social programs and ways to get involved
  31. 31. Distribution of brand messaging for amplification</li></li></ul><li>BRAND BENEFITS <br />11<br /><ul><li>Instantly educate thousands of employees on how to participate in social media on behalf of the brand and frequently update them on the changing social landscape
  32. 32. Provide consistency in training at a global level
  33. 33. Define robust social policies based on actual usage
  34. 34. Develop large scale brand programs employees are willing and able to support</li></li></ul><li>FOR ADDITIONAL INFORMATION<br /><ul><li>Visit
  35. 35. Contact to learn how your organization can use Digital Influence Group Spark™ as a part of your overall digital marketing strategy</li></ul>12<br />