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Humanizing Your Brand with Internal Influencers
Employee Advocacy 2.0
Dean DeLisle
• Founder and CEO of Forward Progress, Inc.
• Creator of Social Jack™ - Influencer Development System
• Acting CMO for S2AModular
• Started at Merrill Lynch 1982, Brand Auditor for 5 years,
Systems Implementation, CRM, Digital Marketing, Employee
Advocacy, Influencer Development & Marketing - 30 years+
experience.
• Trained and Coached over 120,000 in Influencer Development
• Host of Webcast/Podcast “Influence Factory”
• Author of FIRST – The Street Guide to Digital Business Influence
• Third Degree Black Belt
• Family, Friends, Community Theater, Music, Entertaining..
Quick Stats to Know
76% of individuals surveyed say that they’re more likely to trust content shared by
“normal” people than content shared by brands. (Adweek)
Brand messages reached 561% further when shared by employees vs the same
messages shared via official brand social channels (MSLGroup)
Peer-to-peer marketing is the leading driver behind 20-50% of all purchasing decisions.
(McKinsey)
Content shared by employees receives 8x more engagement than content shared by
brand channels. (Social Media Today)
Sales reps using social media as part of their sales techniques outsell 78% of their
peers. (Forbes)
Definitions
What is Community Marketing?
Community Marketing is a strategy to engage an audience in an active, non-intrusive prospect
and customer conversation. Whereas marketing communication strategies such as advertising,
promotion, PR, and sales all focus on attaining customers, Community Marketing focuses on
the perceived needs of existing customers. This accomplishes four things for a business:
• Connects existing customers with prospects
• Connects prospects with each other
• Connects a company with customers/prospects to solidify loyalty
• Connects customers with customers to improve product adoption, satisfaction, etc.
There are two types of community marketing:
• Organic or natural marketing occurs without the assistance of the company. Organic
marketing is word-of-mouth marketing and is one of the most effective marketing methods
• Sponsored community marketing is promoted by company through activities like
investments in the local community improvement initiatives or corporate social
responsibility.
Source: Wikipedia – Ian Bryan
What is Thought Leadership
Source: FORBES
Forbes Definition:
Definition—Part One
A thought leader is an individual or firm that prospects, clients, referral sources,
intermediaries and even competitors recognize as one of the foremost
authorities in selected areas of specialization, resulting in its being the go-to
individual or organization for said expertise.
Definition—Part Two
A thought leader is an individual or firm that significantly profits from being
recognized as such.
What is Employee Advocacy?
A method used to promote your brand and initiatives through
people who work for your organization in an authentic and trusted
way, typically on social media or other digital channels
Source: GaggleAMP
Humanizing Your Brand
Online – 7 Key Steps
7 Steps to Advocacy
Humanized
Brand
Plan and
Policy
Establish
KPI’s
Team
Selection
Platform
Selection
Team
Training
Content
Activation
Launch
and
Measure
Structure of an Online Humanized Brand
• Employee Access. First of all, your
corporate social media
policy should specify what sites
employees are allowed to use at
work
• Use of Official Accounts
• Conduct, Oversight, and
Enforcement
• Security Guidelines
• Disclaimers
• Rules of Engagement
Source: PowerDMS
Humanized
Brand
Plan and
Policy
Establish
KPI’s
Team
Selection
Platform
Selection
Team
Training
Content
Activation
Launch
and
Measure
Goals
Get Real with the Numbers!
• Identify your target audience
• Select a platform(s)
• Set your budget
• Current business objectives
• Establish Key Performance Indicators
(KPIs).
Tie to what
Management is
Measuring for
Success
Goals
Outcome and Purpose Driven
Tie to what
Management is
Measuring for
Success
Target
Ideal Customer/Prospect
Tie to what
Management is
Measuring for
Success
Sample Timeline for Your Plan
Plan and Policy
• Code of Conduct
• Use of Social Media
• Employer Rights
• Employee Rights
• Confidentiality
• Copyright Laws
• Behavior and Respect
• Accuracy and Honesty
• Personal vs. Business
Accounts
• Retaliation Rules
• Legal Liability
Structure of an Online Humanized Brand
• Audience Reach
• Impressions
• Views (platform dependent)
• Engagement Rate (ER)
• Click-Through Rate (CTR)
• Increase in Connections (GAIN)
• Referrals and Appointments (Leads)
• Net New Pipeline
• Increased Revenue
Humanized
Brand
Plan and
Policy
Establish
KPI’s
Team
Selection
Platform
Selection
Team
Training
Content
Activation
Launch
and
Measure
Measure the Success
Key Performance Indicators:
• Audience Reach
• Impressions
• Views (platform dependent)
• Engagement Rate (ER)
• Click-Through Rate (CTR)
• Increase in Connections (GAIN)
• Referrals and Appointments (Leads)
• Net New Pipeline
• Increased Revenue
Structure of an Online Humanized Brand
• Executive – Knows the business mission
• Finance – Knows the money
• Marketing – Brand Champion
• Sales – Knows the objectives for new
business
• Account Execs – Knows the current
customers
• Customer Service – Knows what needs
fixing
• Operations – Knows what makes the
business run
• HR – Knows the people and policies
• Compliance – Knows the boundaries
Humanized
Brand
Plan and
Policy
Establish
KPI’s
Team
Selection
Platform
Selection
Team
Training
Content
Activation
Launch
and
Measure
Brand Influencer Team Champions
• Internal Trusted Advisor Departments
– Executive – knows the business mission
– Sales – Knows the objectives for new business
– Account Execs – Knows the current customers
– Customer Service – Knows what needs fixing
– Operations – Knows what makes the business tick
– Others?
Social
Teaming
Brand Influencer Team Champions
• Internal Trusted Advisors
– Business –knows what your business
– Brand – knows and is a champion of the brand
– Digital – knows your digital business strategy overall
– Social – knows your social channels
– Analytics – knows the numbers and metrics online
and offline
– Financial – knows the goals and numbers of the
business
Identifying the Right Advocate/Influencer for Your Brand
• Do Your Research! This person is representing our brand
• Check out all their Social Media platforms (and Google)
• Discuss topics that could undermine the value of your products
or services
• Ensure they are polite, articulate, write well-researched posts
• Don’t base decisions solely on followers or willingness
• Are they trained in basic social media and communication skills?
Score Influencers – Lets Find and Quick Score One!
Choosing an Influencer
• Score them
• Do a hashtag search to find out who is already posting about your brand or
trend (attach to influencer to attach to trend)
• Do keyword research
• Use a listening and tracking tool like GaggleAMP (great tagging/grouping)
• Ask others for recommendations – use your network
• Ask the Influencer to show any positive past results (references) they have
for similar work. This helps you both see their success and be sure that they
are able to communicate.
• Have an agreement – update Code of Conduct/Social Media policy!
Structure of an Online Humanized Brand
Where does your audience engage and
consume content?
• LinkedIn
• Twitter
• Facebook
• Industry Blogs
• Private Groups
• Forums
• Webcast/Podcast
Humanized
Brand
Plan and
Policy
Establish
KPI’s
Team
Selection
Platform
Selection
Team
Training
Content
Activation
Launch
and
Measure
Selecting Platforms and Tools
• GaggleAMP
• Socialbble
• Everyone Social
• Hootsuite Amplify
• Smarp
• Bambu
• Post Beyond
• SocialToaster
• CommandPost
Structure of an Online Humanized Brand
Humanized
Brand
Plan and
Policy
Establish
KPI’s
Team
Selection
Platform
Selection
Team
Training
Content
Activation
Launch
and
Measure
• Policy - Review of policy
• Guidelines – the boundaries
• Objectives – Brand level business goals
• Social Teaming – working together
online
• Building Influence – What’s in it for
them
• Advocacy – How to be a brand
champion, rewards, etc.
• Functional Social Media/Digital Basics
• Social Selling – Sales Team ++
• Measuring Success
• Goals
• Target Audience
• Brand Identity
• Personal Branding
• Brand Alignment
• Social Teaming
• Content Basics
• Engagement
• Measure Success
• Advance to Team Lead!
• Career Advancement….. And beyond
Structured Training
Humanized
Brand
Plan and
Policy
Establish
KPI’s
Team
Selection
Platform
Selection
Team
Training
Content
Activation
Launch
and
Measure
Structure of an Online Humanized Brand
• Content
• Blogs/Press Releases/Print
• Video/Images
• Live Stream
• Distribution
• Social Media Channels
• Website/Blog
• Newsletters/Email Communication
• Advertising – thought leadership
Humanized
Brand
Plan and
Policy
Establish
KPI’s
Team
Selection
Platform
Selection
Team
Training
Content
Activation
Launch
and
Measure
Structure of an Online Humanized Brand
• Audience Relevancy
• Impressions
• Views (platform dependent)
• Engagement Rate (ER)
• Click-Through Rate (CTR)
• Increase in Followers (GAIN)
• Signups (Leads)
• Sales
• Commercial
• Consumer
• Employee Satisfaction
• Recruiting is Easier!
Measure the Success
Key Performance Indicators:
• Audience Reach
• Impressions
• Views (platform dependent)
• Engagement Rate (ER)
• Click-Through Rate (CTR)
• Increase in Connections (GAIN)
• Referrals and Appointments (Leads)
• Net New Pipeline
• Increased Revenue
Summary
Is it Your Turn?
1. Plan and Build Policy
2. Establish KPI’s
3. Team Selection
4. Platform Selections
5. Team Training
6. Content Activation
7. Launch and Measure
Celebrate the Results!
Humanized
Brand
Plan and
Policy
Establish
KPI’s
Team
Selection
Platform
Selection
Team
Training
Content
Activation
Launch
and
Measure
Thank You

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Humanizing Your Brand with Internal Influencers - Employee Advocacy 2.0 (AMA BRANDSMART 2020 Virtual Event)

  • 1. Humanizing Your Brand with Internal Influencers Employee Advocacy 2.0
  • 2. Dean DeLisle • Founder and CEO of Forward Progress, Inc. • Creator of Social Jack™ - Influencer Development System • Acting CMO for S2AModular • Started at Merrill Lynch 1982, Brand Auditor for 5 years, Systems Implementation, CRM, Digital Marketing, Employee Advocacy, Influencer Development & Marketing - 30 years+ experience. • Trained and Coached over 120,000 in Influencer Development • Host of Webcast/Podcast “Influence Factory” • Author of FIRST – The Street Guide to Digital Business Influence • Third Degree Black Belt • Family, Friends, Community Theater, Music, Entertaining..
  • 3.
  • 4. Quick Stats to Know 76% of individuals surveyed say that they’re more likely to trust content shared by “normal” people than content shared by brands. (Adweek) Brand messages reached 561% further when shared by employees vs the same messages shared via official brand social channels (MSLGroup) Peer-to-peer marketing is the leading driver behind 20-50% of all purchasing decisions. (McKinsey) Content shared by employees receives 8x more engagement than content shared by brand channels. (Social Media Today) Sales reps using social media as part of their sales techniques outsell 78% of their peers. (Forbes)
  • 6. What is Community Marketing? Community Marketing is a strategy to engage an audience in an active, non-intrusive prospect and customer conversation. Whereas marketing communication strategies such as advertising, promotion, PR, and sales all focus on attaining customers, Community Marketing focuses on the perceived needs of existing customers. This accomplishes four things for a business: • Connects existing customers with prospects • Connects prospects with each other • Connects a company with customers/prospects to solidify loyalty • Connects customers with customers to improve product adoption, satisfaction, etc. There are two types of community marketing: • Organic or natural marketing occurs without the assistance of the company. Organic marketing is word-of-mouth marketing and is one of the most effective marketing methods • Sponsored community marketing is promoted by company through activities like investments in the local community improvement initiatives or corporate social responsibility. Source: Wikipedia – Ian Bryan
  • 7. What is Thought Leadership Source: FORBES Forbes Definition: Definition—Part One A thought leader is an individual or firm that prospects, clients, referral sources, intermediaries and even competitors recognize as one of the foremost authorities in selected areas of specialization, resulting in its being the go-to individual or organization for said expertise. Definition—Part Two A thought leader is an individual or firm that significantly profits from being recognized as such.
  • 8. What is Employee Advocacy? A method used to promote your brand and initiatives through people who work for your organization in an authentic and trusted way, typically on social media or other digital channels Source: GaggleAMP
  • 10. 7 Steps to Advocacy Humanized Brand Plan and Policy Establish KPI’s Team Selection Platform Selection Team Training Content Activation Launch and Measure
  • 11. Structure of an Online Humanized Brand • Employee Access. First of all, your corporate social media policy should specify what sites employees are allowed to use at work • Use of Official Accounts • Conduct, Oversight, and Enforcement • Security Guidelines • Disclaimers • Rules of Engagement Source: PowerDMS Humanized Brand Plan and Policy Establish KPI’s Team Selection Platform Selection Team Training Content Activation Launch and Measure
  • 12. Goals Get Real with the Numbers! • Identify your target audience • Select a platform(s) • Set your budget • Current business objectives • Establish Key Performance Indicators (KPIs). Tie to what Management is Measuring for Success
  • 13. Goals Outcome and Purpose Driven Tie to what Management is Measuring for Success
  • 14. Target Ideal Customer/Prospect Tie to what Management is Measuring for Success
  • 15. Sample Timeline for Your Plan
  • 16. Plan and Policy • Code of Conduct • Use of Social Media • Employer Rights • Employee Rights • Confidentiality • Copyright Laws • Behavior and Respect • Accuracy and Honesty • Personal vs. Business Accounts • Retaliation Rules • Legal Liability
  • 17. Structure of an Online Humanized Brand • Audience Reach • Impressions • Views (platform dependent) • Engagement Rate (ER) • Click-Through Rate (CTR) • Increase in Connections (GAIN) • Referrals and Appointments (Leads) • Net New Pipeline • Increased Revenue Humanized Brand Plan and Policy Establish KPI’s Team Selection Platform Selection Team Training Content Activation Launch and Measure
  • 18. Measure the Success Key Performance Indicators: • Audience Reach • Impressions • Views (platform dependent) • Engagement Rate (ER) • Click-Through Rate (CTR) • Increase in Connections (GAIN) • Referrals and Appointments (Leads) • Net New Pipeline • Increased Revenue
  • 19. Structure of an Online Humanized Brand • Executive – Knows the business mission • Finance – Knows the money • Marketing – Brand Champion • Sales – Knows the objectives for new business • Account Execs – Knows the current customers • Customer Service – Knows what needs fixing • Operations – Knows what makes the business run • HR – Knows the people and policies • Compliance – Knows the boundaries Humanized Brand Plan and Policy Establish KPI’s Team Selection Platform Selection Team Training Content Activation Launch and Measure
  • 20. Brand Influencer Team Champions • Internal Trusted Advisor Departments – Executive – knows the business mission – Sales – Knows the objectives for new business – Account Execs – Knows the current customers – Customer Service – Knows what needs fixing – Operations – Knows what makes the business tick – Others? Social Teaming
  • 21. Brand Influencer Team Champions • Internal Trusted Advisors – Business –knows what your business – Brand – knows and is a champion of the brand – Digital – knows your digital business strategy overall – Social – knows your social channels – Analytics – knows the numbers and metrics online and offline – Financial – knows the goals and numbers of the business
  • 22. Identifying the Right Advocate/Influencer for Your Brand • Do Your Research! This person is representing our brand • Check out all their Social Media platforms (and Google) • Discuss topics that could undermine the value of your products or services • Ensure they are polite, articulate, write well-researched posts • Don’t base decisions solely on followers or willingness • Are they trained in basic social media and communication skills?
  • 23. Score Influencers – Lets Find and Quick Score One!
  • 24. Choosing an Influencer • Score them • Do a hashtag search to find out who is already posting about your brand or trend (attach to influencer to attach to trend) • Do keyword research • Use a listening and tracking tool like GaggleAMP (great tagging/grouping) • Ask others for recommendations – use your network • Ask the Influencer to show any positive past results (references) they have for similar work. This helps you both see their success and be sure that they are able to communicate. • Have an agreement – update Code of Conduct/Social Media policy!
  • 25. Structure of an Online Humanized Brand Where does your audience engage and consume content? • LinkedIn • Twitter • Facebook • Industry Blogs • Private Groups • Forums • Webcast/Podcast Humanized Brand Plan and Policy Establish KPI’s Team Selection Platform Selection Team Training Content Activation Launch and Measure
  • 26. Selecting Platforms and Tools • GaggleAMP • Socialbble • Everyone Social • Hootsuite Amplify • Smarp • Bambu • Post Beyond • SocialToaster • CommandPost
  • 27. Structure of an Online Humanized Brand Humanized Brand Plan and Policy Establish KPI’s Team Selection Platform Selection Team Training Content Activation Launch and Measure • Policy - Review of policy • Guidelines – the boundaries • Objectives – Brand level business goals • Social Teaming – working together online • Building Influence – What’s in it for them • Advocacy – How to be a brand champion, rewards, etc. • Functional Social Media/Digital Basics • Social Selling – Sales Team ++ • Measuring Success
  • 28. • Goals • Target Audience • Brand Identity • Personal Branding • Brand Alignment • Social Teaming • Content Basics • Engagement • Measure Success • Advance to Team Lead! • Career Advancement….. And beyond Structured Training
  • 29. Humanized Brand Plan and Policy Establish KPI’s Team Selection Platform Selection Team Training Content Activation Launch and Measure Structure of an Online Humanized Brand • Content • Blogs/Press Releases/Print • Video/Images • Live Stream • Distribution • Social Media Channels • Website/Blog • Newsletters/Email Communication • Advertising – thought leadership
  • 30. Humanized Brand Plan and Policy Establish KPI’s Team Selection Platform Selection Team Training Content Activation Launch and Measure Structure of an Online Humanized Brand • Audience Relevancy • Impressions • Views (platform dependent) • Engagement Rate (ER) • Click-Through Rate (CTR) • Increase in Followers (GAIN) • Signups (Leads) • Sales • Commercial • Consumer • Employee Satisfaction • Recruiting is Easier!
  • 31. Measure the Success Key Performance Indicators: • Audience Reach • Impressions • Views (platform dependent) • Engagement Rate (ER) • Click-Through Rate (CTR) • Increase in Connections (GAIN) • Referrals and Appointments (Leads) • Net New Pipeline • Increased Revenue
  • 33. Is it Your Turn? 1. Plan and Build Policy 2. Establish KPI’s 3. Team Selection 4. Platform Selections 5. Team Training 6. Content Activation 7. Launch and Measure Celebrate the Results! Humanized Brand Plan and Policy Establish KPI’s Team Selection Platform Selection Team Training Content Activation Launch and Measure