Social Media Strategies Summit - Dallas Aug 28, 2013 Inviting and encouraging employees to use social media can be a slippery slope for businesses if they don’t think about doing it the right way. Companies often balk at enabling and empowering employees to get social, but if done correctly, employees can become the most effective brand advocates. Listen to Marcus Nelson of Addvocate as he explains the best practices and ways to enable employees to get social.

1. @marcusnelson #SMSSummit
EmployeeEmpowerment:
@marcusnelson #smssummit
ThroughaSocialBusinessStrategy
http://www.flickr.com/photos/sbmckinney/2235176363

2. @marcusnelson #SMSSummit
@marcusnelsonCEO/Founder of Addvocate
Former Head of Social Media at Salesforce.com
@marcusnelson #smssummit http://www.flickr.com/photos/seangreenberg/2513414034

3. @marcusnelson #SMSSummit
Rules:
1. Adore me
2. Interrupt to ask questions
(unless it’s a really hard question)
3. Stay off Email
4. Stay off Facebook
5. Tweet Everything I say
6. Clean up after use
@marcusnelson #smssummit http://www.flickr.com/photos/fotobiashoots/9111484560/

4. @marcusnelson #SMSSummit
57% 72% 81% 88% 91% 92%
2009 2010 2011 2012 2013 2014Percent of Companies Using Social Channels
@marcusnelson #smssummit http://www.flickr.com/photos/jaxalude/8685321123

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2012
2013
2014
Big Money Spent On Social Advertising
http://www.emarketer.com/Article.aspx?R=1008862
Billion
$5.20
Billion
$7.72
Billion
$10.24
Billion
$11.87
@marcusnelson #smssummit http://www.flickr.com/photos/fotobiashoots/8964771413/

6. @marcusnelson #SMSSummit@marcusnelson #smssummit http://www.flickr.com/photos/my_fake_plastic_earth/750264735

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Today:
You’re queuing up content with a content calendar.
You have your KPIs aligned with company guidance.
Your content is going out regularly to engage your audiences.
You seed posts with company executives & influencers.
@marcusnelson #smssummit http://www.flickr.com/photos/30427909@N04/3504850260

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2012
http://trust.edelman.com/
@marcusnelson #smssummit http://www.flickr.com/photos/luc-de-zeeuw/9588988141
Problem
Credibility of CEOs and officials has plummeted

9. @marcusnelson #SMSSummit
http://trust.edelman.com/
Meanwhile
Credibility of regular employees
& “people like yourself”
has skyrocketed
Customers WANT to
talk to employees
0
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2012
@marcusnelson #smssummit http://www.flickr.com/photos/pasalolaraj/4896159721

10. @marcusnelson #SMSSummit
http://trust.edelman.com/
@marcusnelson #smssummit http://www.flickr.com/photos/brandonj74/5761048572

11. @marcusnelson #SMSSummit@marcusnelson #smssummit http://www.flickr.com/photos/tmwang16/5883291991

12. @marcusnelson #SMSSummit@marcusnelson #smssummit http://www.flickr.com/photos/brandonj74/6672628345/

13. @marcusnelson #SMSSummit
To Consider:
1. Engage employees as you do your
customers, one-to-one.
2. Make them part of the story
3. Equip your employees
4. Give them ownership
5. Create intimacy, community, respect
@marcusnelson #smssummit http://www.flickr.com/photos/10166952@N08/3771333931

14. @marcusnelson #SMSSummit
You can play police officer or:
• Talent agent
~ Find the stars inside your org
• Grassroots organizer
~ Enable and empower the masses
You choose.
@marcusnelson #smssummit http://www.flickr.com/photos/alexmuse/302136718

15. @marcusnelson #SMSSummit
HR Perspective
No tool allows HR to empower, measure, and celebrate employees to be
brand advocates.
• Acknowledge & validate individual efforts
• Mobilize your workforce
• Promote the wins
@marcusnelson #smssummit http://www.flickr.com/photos/stephl/1501055263

16. @marcusnelson #SMSSummit@marcusnelson #smssummit http://www.flickr.com/photos/ziggy_lives/6066383395

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So let’s act like one
@marcusnelson #smssummit http://www.flickr.com/photos/nanoprobe67/5948046685

18. @marcusnelson #SMSSummit
Determine Objectives
Share of Voice
# of MVPs
Awards Won
Engagement
Coverage
Video Views
Subscribers
Posts &
Comments
Facebook
Engagement
Score
Sentiment
# of Employees
Trained
# of Influencers
Engaged
Audit Score
Downloads
Attendees
Quality of
Engagement
Share of
Conversation
@marcusnelson #smssummit http://www.flickr.com/photos/23959586@N00/281009219

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What’s in bounds?
What’s out of bounds?
Who to escalate things to?
public facing youtube video
salesforce.com/socialmediapolicy
Every Employee is responsible for reading and adhering to the rules.
@marcusnelson #smssummit http://www.flickr.com/photos/manfrottotripods/4687897081
Establish Social Media Guidlines

20. @marcusnelson #SMSSummit
Build Proficiency Among Employees
http://en.community.dell.com/dell-blogs/direct2dell/b/direct2dell/archive/2012/04/23/dell-engaging-channel-partners-with-new-social-media-training-campaign.aspx
@marcusnelson #smssummit http://www.flickr.com/photos/susanbeebe/5873866819

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Create Collaborative Infrastructure
@marcusnelson #smssummit http://www.flickr.com/photos/36881785@N07/3820183850

22. @marcusnelson #SMSSummit
Profiles: Who’s contributing on your
company’s behalf.
Skills: List expertise and experience on
products or projects.
Search: Find knowledge leaders w/
user-defined expertise tagging.
Score: See how users rank in influence
within the service.
Leader Boards: Create competition.
Identify Users
@marcusnelson #smssummit http://www.flickr.com/photos/pasant/7020653409

23. @marcusnelson #SMSSummit
Always On: Browser plugin gives
constant access to Addvocate.
Share: Suggest tweets for
employees to send out.
Notification: Employees updated
with messages, updates, key
links.
Promote: Prioritize content.
Settings: Easy setup.
Amplify Messages
@marcusnelson #smssummit http://www.flickr.com/photos/viktor86/3882775378

24. @marcusnelson #SMSSummit
Traffic: Who’s driving clicks & shares?
Top Performers: Who’s contributing the
most.
Recent conversations: Glimpse of what’s
happening now.
Issues Resolved: Happy customers.
Measure Results
@marcusnelson #smssummit http://www.flickr.com/photos/gracealone/422396028

25. @marcusnelson #SMSSummit@marcusnelson #smssummit http://www.flickr.com/photos/nizamjusoh/3485744694

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Gamify Employee Participation
http://newyork.kred.com/
@marcusnelson #smssummit http://www.flickr.com/photos/shotoftheday/6841585105

27. @marcusnelson #SMSSummit@marcusnelson #smssummit http://www.flickr.com/photos/kinchloe/8156867279

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Thank You
@marcusnelsonCEO/Founder of Addvocate
Former Head of Social Media at Salesforce.com
@marcusnelson #smssummit http://www.flickr.com/photos/triarch/4306551048

29. @marcusnelson #SMSSummit
Image Credits
1. http://www.flickr.com/photos/sbmckinney/2235176363
2. http://www.flickr.com/photos/seangreenberg/2513414034
3. http://www.flickr.com/photos/fotobiashoots/9111484560/
4. http://www.flickr.com/photos/jaxalude/8685321123
5. http://www.flickr.com/photos/fotobiashoots/8964771413/
6. http://www.flickr.com/photos/my_fake_plastic_earth/750264735
7. http://www.flickr.com/photos/30427909@N04/3504850260
8. http://www.flickr.com/photos/luc-de-zeeuw/9588988141
9. http://www.flickr.com/photos/pasalolaraj/4896159721
10. http://www.flickr.com/photos/brandonj74/5761048572
11. http://www.flickr.com/photos/tmwang16/5883291991
12. http://www.flickr.com/photos/brandonj74/6672628345/
13. http://www.flickr.com/photos/10166952@N08/3771333931
14. http://www.flickr.com/photos/alexmuse/302136718
15. http://www.flickr.com/photos/stephl/1501055263
16. http://www.flickr.com/photos/ziggy_lives/6066383395
17. http://www.flickr.com/photos/nanoprobe67/5948046685
18. http://www.flickr.com/photos/23959586@N00/281009219
19. http://www.flickr.com/photos/manfrottotripods/4687897081
20.http://www.flickr.com/photos/susanbeebe/5873866819
21. http://www.flickr.com/photos/36881785@N07/3820183850
22.http://www.flickr.com/photos/pasant/7020653409
23. http://www.flickr.com/photos/viktor86/3882775378
24.http://www.flickr.com/photos/gracealone/422396028
25.http://www.flickr.com/photos/nizamjusoh/3485744694
26.http://www.flickr.com/photos/shotoftheday/6841585105
27. http://www.flickr.com/photos/kinchloe/8156867279
28.http://www.flickr.com/photos/hemonto/9526265121
29.http://www.flickr.com/photos/triarch/4306551048
30.http://www.flickr.com/photos/mccoryjames/4407094702
@marcusnelson #smssummit http://www.flickr.com/photos/mccoryjames/
4407094702