Empowering Employees As Brand Ambassadors Hr.Final

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This presentation is designed as a step-by-step process for companies to empower employees to promote the company’s products, services and brands on social media. This session is designed for any HR professional to provide a step-by-step process for companies to mobilize employees to promote the company’s products, services and brands

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Empowering Employees As Brand Ambassadors Hr.Final

  1. 1. Empowering Employees as Brand AmbassadorsEmployees are on social media: engage them to promote your products, services and brand
  2. 2. Write Speak Sell  Jeannette Paladino, founder and writer-in-chief.  Social media is my beat.  I help organizations to build brand awareness to increase revenues, and engage employees as brand advocates on social media. jeannettepaladino http://WriteSpeakSell.com jeannettepaladino @jepaladino© Write Speak Sell 2012 Page 2
  3. 3. Today’s Agenda Why companies are enlisting employees as brand ambassadors. How to develop a social media policy that works for your company. Companies that are doing it well. The 6 Steps to engage your employees as your most trusted advocates.© Write Speak Sell 2012 Page 3
  4. 4. Poll Does your company have a brand ambassador program? If your answer was no, are you planning to engage your employees as brand ambassadors on social media in the near future? Does your company have a social media policy?© Write Speak Sell 2012 Page 4
  5. 5. The Situation Now Some companies have totally banned employees from social media. Some companies have totally embraced it. Some companies are on the fence and not sure what to do. Which one are you?© Write Speak Sell 2012 Page 5
  6. 6. Benefits to Your Company Retain and attract talent. Burnish your brand. Leverage the viral power of social networks to reach millions of customers for your products and services. Create funnel for ideas and innovation. Increase “Earned Media” and reduce cost of traditional advertising.© Write Speak Sell 2012 Page 6
  7. 7. The Viral Power of One Tweet© Write Speak Sell 2012 Page 7
  8. 8. Cisco Study of New Professionals and College Students Cisco survey of 2,800 college students and recently employed graduates, September 2011
  9. 9. Cisco: Requirements of New Professionals & College Students Survey of 2,800 college students & recently employed grads, September 2011 Cisco survey of 2,800 college students Cisco survey of 2,800 college students and recently employed graduates, and recently employed graduates, September 2011 September 2011 © Write Speak Sell 2012 Page 8
  10. 10. Seriously? 80% said the Internet is as important to their lives as food, air & water!!© Write Speak Sell 2012 Page 9
  11. 11. If you want to attract and retain the “Best in Class” young professionals, engage your employees on social media!© Write Speak Sell 2012 Page 10
  12. 12. SOCIAL MEDIA POLICIES© Write Speak Sell 2012
  13. 13. Social Media GovernanceList and descriptions of 195 CorporateSocial Media Policies.http://socialmediagovernance.com/policies.© Write Speak Sell 2012 Page 11
  14. 14. Intel’s Social Media Guidelines© Write Speak Sell 2012 Page 12
  15. 15. “We expect Times journalists to behave like Times journalists, and they generally do.” …William Corbett, Standards Editor, The New York Times© Write Speak Sell 2012 Page 13
  16. 16. IBM’s Social Computing Guidelines “…Personal experience with employees has the greatest impact on executive opinions of our company.” …“not mass communications, but masses of communicators.” © Write Speak Sell 2012 Page 14
  17. 17. Coca-Cola® Social Media PrinciplesS “These Online Social Media Principles have been Developed to empower our associates to participate in this new frontier of marketing and communications, represent our Company, and share the optimistic and positive spirits of our brands.” Coca-Cola has a Social Media Certification Program © Write Speak Sell 2012 Page 15
  18. 18. Jon Iawata, SVP, Marketing & Communications, IBM Cannot control what employees say - but employees can be trusted. Management knows what its people are talking about on social media. Strategically, social media drives the business. IBM Social Computing Guidelines readily available online http://bit.ly/3yKymv.© Write Speak Sell 2012 Page 16
  19. 19. Gap’s Social Media Policy Title of policy* Gap gives 134,000 employees social media policy with 3 categories: -"Keep in mind" -"How to be the best” -“Dont even think about it" *Ragan.com© Write Speak Sell 2012 Page 17
  20. 20. Case Studies
  21. 21. Zappos.com Hundreds of Zappos employees on Twitter. 1.9 million followers of CEO Tony Hsieh. He trusts his employees to “be real and use their best judgment.”© Write Speak Sell 2012 Page 18
  22. 22. Zappos Gets 38,000 Applications a Year for 1,600 Positions © Write Speak Sell 2012 Page 19
  23. 23. Social Media Improves the Customer Experience© Write Speak Sell 2012
  24. 24. © Write Speak Sell 2012 Page 20
  25. 25. © Write Speak Sell 2012 Page 21
  26. 26. 6 Steps To Engage Your Employees as Brand Ambassadors© Write Speak Sell 2012 Page 22
  27. 27. 1. Create Social Media Policy Form a committee including HR, Compliance, CMO, PR Director, Legal Counsel and select employees. Develop guidelines that promote engagement on social networks. Keep the “no-no’s” to a minimum. Trust your employees to say the right things.© Write Speak Sell 2012 Page 23
  28. 28. 2. Survey Employees What social networks are your employees using? Analyze their content to determine if they would be reliable “wingmen.” Are they willing to serve as the company’s brand ambassadors on social media?© Write Speak Sell 2012 Page 24
  29. 29. 3. Form Pilot Group Use the survey to identify enthusiastic employees. Facilitate training sessions. Integrate social networking with traditional marketing campaigns.© Write Speak Sell 2012 Page 25
  30. 30. 4. Provide Guidelines and Rewards Incorporate responsibilities and goals into job descriptions. Strike a balance between free-wheeling and over-bearing in advising employees what they can and cannot say. Provide incentives and rewards.© Write Speak Sell 2012 Page 26
  31. 31. 5. Feed Information to the Pipeline Create branded blogs, Twitter and LinkedIn accounts for senior executives and share content with pilot group. Ambassadors comment on senior executive blogs, RT their tweets, share articles on social networking sites Employees create their own content within company guidelines for their social media accounts and blogs.© Write Speak Sell 2012 Page 27
  32. 32. 6. Measure Results Track business relationships established. Monitor key words to measure search rankings. Conduct rolling surveys of ambassadors to assess activity and make course corrections. Create a system to collect information about customer interactions: complaints and kudos.© Write Speak Sell 2012 Page 28
  33. 33. To Summarize1. Create a social media policy.2. Survey employees.3. Form pilot group.4. Provide guidelines and rewards.5. Feed information to the pipeline.6. Measure results.© Write Speak Sell 2012 Page 29
  34. 34. You Need To --- Communicate social media policy and activities to all employees. Add ambassadors. Be transparent in all communications. Accept that you cannot exert 100% control of what employees will say. Trust your employees to do the right things. They want the company to flourish – because then they will too!© Write Speak Sell 2012 Page 30
  35. 35. QUESTIONS? COMMENTShttp://writespeaksell.com Jeannette Paladino Write Speak Sell jeannettepaladino jpaladino@writespeaksell.com jeannettepaladino Tel: 212-308-4364 Cell: 917-572-3635 @jepaladino© Write Speak Sell 2012 Page 31
  36. 36. THANK YOU FOR ATTENDING! PLEASE LET ME KNOW IF I CAN BE OF HELP TO YOU.© Write Speak Sell 2012 Page 32

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