Building Your Army - Jennifer Lashua Intel
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How to mobilize the employees at your company in social media and transform them into your marketing army. Presented at Brand Innovators, May 2016
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Building Your Army - Jennifer Lashua Intel
- 1. Building Your armyJennifer Lashua, Intel @runningjen
- 4. Only 33% of buyers trust brands but 90% of customers trust product or service recommendations from people they know Companies with engaged employees outperform those without by up to 202% 77%of buyers are more likely to buy from a company whose CEO uses social media 82% of buyers trust a company more when the CEO and senior leadership are active on social media trust
- 5. Digital Marketing & Media Training Exec Role Modeling Tools
- 7. InsideOut Social Sharing Hub 7
- 8. DIGITAL MARKETING AND MEDIA training On-Demand Group Seminars Q&A Sessions Executive 1:1 coaching
- 9. #IamIntel
- 12. DIGITAL MARKETING AND MEDIA
Editor's Notes
- I want to talk to you a bit today about Building Your Army … I’ve been in social media for about 5 years and during this time, the goal has always been to get your message out there … to as many people as you can, but even better people who care or are in some way interested. As social media marketers, we use lots of social networks, we spend lots of money acquiring fans/followers … reaching those fans & followers … and it’s a lot of hard work. But it can be a lot easier when you realize the potential of the employees at your company to be your ARMY
- Who is Intel? World’s largest semiconductor manufacturer. Employees 60+ countries. Customers in 120 countries. We’re in the PC industry, datacenter, IOT, Memory, software, security. We typically sell via B2B or B2B2C but we’ve historically invested a lot in marketing directly to consumers, too. No .. This isn’t me. <background>
- The essence of social media is building trust. What gives people a reason to want to listen to you, to believe what you’re saying is a truth and not a “marketing message” Through trust, brands can build relationships. At Intel, we focus on building relationships with consumers, IT Decision Makers, Developers, and a few other niche audiences. We invest both time and advertising campaign dollars to reach those audiences. Our brand journalism site, iQ, team operates with the mantra – it’s about relationships, not a one night stand. Based on trust, relationships we build brand value and this turns into revenue… which is of course ultimately what it’s all about. But it its center, it all comes down to trust.
- So how do you get people to trust you? Here’s where your employees… your social media army … can come into play. We’ve all seen statistics, boils down to – people trust employees and employee engagement on social media can translate into dollars. https://www.scribd.com/doc/249863818/Infographic-Social-Employee-Advocacy http://www.findandconvert.com/b2b-digital-marketing-services/marketing/technology/social-selling-tools#sthash.JFvmAe9k.dpuf Source: Nielsen Global Online Consumer Survey Gallup
- At Intel, we’ve built employee engagement programs based in 3 areas:
- Tools available to all employees: Social Media Playbooks Guidelines on how to do / what to do Policies (for the people who like to ‘live by the rules’) Tools extended to executive teams: - Post scheduling, reviewing content, streamlining flows with agencies, legal etc
- Content aggregation & social sharing hub Objectives Make it safe & easy to share content Amplify our brand message and amazing stories through employees Drive additional traffic to owned channels Empower employees to be ‘heroes’ and experts
- Many layers of training for employees through executives. Tailored sessions for Women at Intel groups, more technical groups 1:1 coaching because individuals needs vary. Examples: Sr Sales executive looking for guidance on how to best utilize LinkedIn, best practices for PC, phone while traveling Female leader from APJ region looking for custom approach on reaching her bi-lingual audience on Twitter and reflecting her leadership ideals on LinkedIn
- Companies have been fined for not employees not disclosing who they work for, at Intel we’re taking a very proactive approach to this by having every employee use #IamIntel every time they mention the brand in social media.
- Hard to make progress without executive support. Execs inspire their organizations – much more participation, support
- BUT – how do you get the executive to participate when their time is limited? 1:1 interactions with execs and/or their TAs has been key to success Operational models – with and w/o agency support Building a comfort level that they’re not going to do anything ‘wrong’ 3-part program: Optimize profiles Provide content tailored for them to share Train them / their support staff on tools & best practices