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KOMFO SUMMIT 2017 - Mads Cramer


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Komfo Summit is all about enabling meaningful moments. Stay ahead of the curve with chatbots, customer service, data activation, ROI, AI, machine learning, influencers, and much more.

What is this presentation about?
With extensive digital and social media experience from communication agencies as well as one of the largest banks in the Nordics - Danske Bank Group, Mads knows how to utilize the possibilities within the digital and social media to reach important stakeholders and customers at scale.

Published in: Social Media
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KOMFO SUMMIT 2017 - Mads Cramer

  1. 1. Geelmuyden Kiese #Komfosummit 2017 MADS CRAMER Commercial & Digital Director Geelmuyden Kiese ”Rethinking Employee Advocacy”
  2. 2. Geelmuyden Kiese Rethinking Employee Advocacy Mads Cramer, Commercial & Digital Director
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  9. 9. Geelmuyden Kiese We are the strongest provider of products and services within…. Brand Ambassador ” Yesterday I saw this interesting article and I think you …”
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  11. 11. Geelmuyden Kiese Could Employee Advocacy change the way we work with communication and marketing?
  12. 12. Geelmuyden Kiese •  From corporate communication/PR to executive branding •  From fairs/product events to digital thought leaders •  From classic advertising to employee ambassadors •  From employer branding/recruitment campaigns to Employees on LinkedIn •  From tele marketing to social selling
  13. 13. Geelmuyden Kiese Employee Advocacy at organisational scale Executive Branding Thought Leadership Ambassador •  CEO and top executive level •  Creating trust and new important business connections (KPI:Volume + VIP stakeholders) •  LinkedIn and Twitter as a primary channels (1:1 training ) •  PR as leverage to show business success •  Product and industry experts. •  Showing expertise and demonstrating market leader position. (KPI: The right conversations) •  LinkedIn, Twitter as a primary channels. (Online training program + workshops) •  Whitepaper content and PR as genre to show area knowledge. •  All employees •  Creating culture and workplace pride (KPI: Reach) •  LinkedIn and Facebook as a primary channels (Online training program + guidelines) •  Corporate content hub as a driver to digital sharing. 5 50 500
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  20. 20. Geelmuyden Kiese STEP1: Profile brush up STEP 2: Building connections STEP 3: Content sharing STEP 4: Working with leads STEP 5: Content creation STEP 6: Spokesperson training E-LEARNING CONTENT ACCES WORKSHOP WITH CASES WORKSHOPS SMALL TEAMS 1:1 TRAINING
  21. 21. Geelmuyden Kiese 50 ambassadors are more worth than 50.000 Facebook fans Company 1 Social Media Fans (Facebook) 50,000 Org. reach avg. 4% Organic reach total 2,000 Ambassador 50 Connections LinkedIn (Avg.) 400 Org. reach avg. 60% Organic reach total 12,000
  22. 22. Geelmuyden Kiese 2016 Pull I have something I hope you need! Have you heard about this? He’s too late... It’s to soon! That’s exactly what I need! I need this – like yesterday!!! 2006 Push
  23. 23. Geelmuyden Kiese CXO/VP ect. click price 3-5 USD = 535.000 DKK / Mediavalue
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  25. 25. Geelmuyden Kiese EA supporting sales
  26. 26. Geelmuyden Kiese EA supporting customer service
  27. 27. Geelmuyden Kiese EA supporting collaboration with new partners
  28. 28. Geelmuyden Kiese EA supporting PR and business success stories
  29. 29. Geelmuyden Kiese EA supporting CSR and partnership communication
  30. 30. Geelmuyden Kiese EA supporting work culture
  31. 31. Geelmuyden Kiese EA supporting knowledge sharing
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  38. 38. Geelmuyden Kiese If it doesn't feel right – its unlikely it feels great for your target group!
  39. 39. Geelmuyden Kiese What's in it for me? Professional recognition Recruitment opportunities Keep updated on industry news and trends Better connection to internal stakeholders Strengthen the internal network in a large organization Stronger professional network
  40. 40. Geelmuyden Kiese The value exchange: company / employee RECOGNIZED AND TRUSTWORTHY RELALIBLE AND AUTHENTIC
  41. 41. Geelmuyden Kiese CFO ”What happens if we invest in developing our people and they leave?” CEO ”What happens if we don’t and they stay?”
  42. 42. Geelmuyden Kiese Updated legal terms of working with EA Medarbejdere som deler indhold om deres arbejdsplads på deres private sociale medier Forbrugerombudsmanden tilkendegav ved et informationsmøde i marts, at det kan blive anset for at være skjult reklame for virksomheden, når en virksomheds medarbejdere deler opslag på deres private sociale medier om deres arbejdsplads. Om der er tale om skjult reklame, vil dog afhænge af omstændighederne. Der skal som udgangspunkt sondres mellem to situationer: 1) Virksomheden opfordrer sine medarbejdere til at dele opslag om virksomheden på medarbejdernes private sociale medier eller kommentere på virksomhedens Facebook- eller Instagramprofil og 2)    Medarbejderen deler opslag om sin arbejdsplads eller kommenterer af egen fri vilje på private sociale medier.   Efter Forbrugerombudsmandens holdning vil situation 1 klart være skjult reklame (og opslag skal derfor markeres tydeligt med "Reklame" eller "Jeg er ansat hos […]"), mens situation 2 under visse omstændigheder kan være skjult reklame. Udfordringen kan særligt være, hvis medarbejdernes opslag bliver delt og personer, som de ikke har en relation til, ser opslaget uden at være klar over, hvor de er ansat. For at undgå risikoen for en sag, og idet Forbrugerombudsmanden har stor fokus på dette område, vil vi derfor anbefale at opslag fra medarbejdere markeres som reklame, medmindre det tydeligt fremgå, at medarbejderen er ansat i den pågældende virksomhed. Dette er fx ofte tilfældet, hvis der deles via Linkedin.
  43. 43. Geelmuyden Kiese Feel free to connect