Endorsers from Within:      Creating Brand Championsamongst Employees through Trust
What areemployees  writingabout me?
What areemployees posting online?
LEAKING OF     DEFENDING THECONFIDENTIAL        BRANDINFORMATION                   DEFAMING  DISPLAYING    COMPETITORS ORC...
LEAKING OF     DEFENDING THECONFIDENTIAL        BRANDINFORMATION                   DEFAMING  DISPLAYING    COMPETITORS ORC...
LEAKING OF     DEFENDING THECONFIDENTIAL        BRANDINFORMATION                   DEFAMING  DISPLAYING    COMPETITORS ORC...
LEAKING OF     DEFENDING THECONFIDENTIAL        BRANDINFORMATION                   DEFAMING  DISPLAYING    COMPETITORS ORC...
Has thishappened to you?
2000
2010
What doesthis mean for me?
123               Your next big crisis could be                  happen before you hit search.                            ...
123   Somebody else could be speaking      for you.
123   Your employees are talking about      you whether you like it or not- are      you going to be part of the      conv...
-mails Snail mail calls #Twitter hashtag hotlines Facebook status updates             Leto the Editor             radio ca...
Front linecustomer service
Centralized customer  service
Multi-levelcustomer service
Best Buy, which is a large multi-channel home electronics retailer      with nearly $50 Billion in sales, 3,000 locations ...
In early 2008, Best Buy took a leap and changed the way they engaged their   customers; from traditional channels of retai...
The Best Buy team, which would ultimately become the Social and Community team,  proactively monitored the blogosphere for...
They established the Best Buy Community to offer a place where customers canengage in conversations with Best Buy’s advoca...
THE RESULT Best Buy’s community is thriving. In an average quarter the team sees activity of   600,000 customers visiting ...
Zappos.com is an online retailer of shoes with a unique ambition –to be an collection of business “powered by customer ser...
800,000 – Number of followers Tony Hsieh hason Twitter1,000 – Number of Tweets he receives daily withquestions directed at...
“McDonald’s is a people business,and that smile on that counter girl’s face when she      takes your order is a vital part...
Endorsers from Within:      Creating Brand Championsamongst Employees through Trust
PR Congress 2011 | Plenary 4 - Endorsers from Within
PR Congress 2011 | Plenary 4 - Endorsers from Within
Upcoming SlideShare
Loading in …5
×

PR Congress 2011 | Plenary 4 - Endorsers from Within

403 views

Published on

Day 02 of the 18th National PR Congress last 22 to 23 September 2011 started with a plenary on internal communication and employee engagement initiatives that were centered on trust and integrity. Panelists are expected to share some of their programs that help create brand ambassadors from among employees.

Employees can be companies’ greatest brand ambassadors. Organizations are seeing the positive impact of addressing concerns of internal stakeholders inasmuch as responding to the needs and wants of external audiences.

Topic Presenter and Moderator:
Ms. Margot Torres, Vice President for Marketing & Communications, McDonald’s Philippines

Topic Discussants:
Mr. Lorenzo Chan, President & Chief Executive Officer of Pioneer Life

Mr. Mon Isberto, Public Affairs head, (concurrent ) PLDT, Smart Communications Inc

Mr. Sam White, Director of Human Resources, ADP Philippines

Published in: Education, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
403
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

PR Congress 2011 | Plenary 4 - Endorsers from Within

  1. 1. Endorsers from Within: Creating Brand Championsamongst Employees through Trust
  2. 2. What areemployees writingabout me?
  3. 3. What areemployees posting online?
  4. 4. LEAKING OF DEFENDING THECONFIDENTIAL BRANDINFORMATION DEFAMING DISPLAYING COMPETITORS ORCOMPANY PRIDE BRAND/ INSULTING CUSTOMERS
  5. 5. LEAKING OF DEFENDING THECONFIDENTIAL BRANDINFORMATION DEFAMING DISPLAYING COMPETITORS ORCOMPANY PRIDE BRAND/ INSULTING CUSTOMERS
  6. 6. LEAKING OF DEFENDING THECONFIDENTIAL BRANDINFORMATION DEFAMING DISPLAYING COMPETITORS ORCOMPANY PRIDE BRAND/ INSULTING CUSTOMERS
  7. 7. LEAKING OF DEFENDING THECONFIDENTIAL BRANDINFORMATION DEFAMING DISPLAYING COMPETITORS ORCOMPANY PRIDE BRAND/ INSULTING CUSTOMERS
  8. 8. Has thishappened to you?
  9. 9. 2000
  10. 10. 2010
  11. 11. What doesthis mean for me?
  12. 12. 123 Your next big crisis could be happen before you hit search. Hour 24 Hour 18 Hour 12 Hour 6 Editorial Sharing Blogs 0 Hour Microblogs and CRISIS Micro Media Search
  13. 13. 123 Somebody else could be speaking for you.
  14. 14. 123 Your employees are talking about you whether you like it or not- are you going to be part of the conversation?
  15. 15. -mails Snail mail calls #Twitter hashtag hotlines Facebook status updates Leto the Editor radio call-ins blogs YouTube Foursquare e-mails Sna HAT calls #Twitter hashtag hotlines Facebook status updates Letters to theadio call-ins blogs YouTube Foursquare e-mails Snail mail FORUM calls #Twitter otlines Facebook status updates Letters to the Editor radio call-ins bl ouTube CHATFoursquare e-mails Snail mail calls #Twitter hashtag hotlines Faceb pdates Letters to the Editor radio call-ins blogs YouTube ONLINE hotelibe ORTALSFoursquare #Twitter hashtag hotlines Facebook status updates Letters ditor radio call-ins blogs YouTube Foursquare e-mails Snail mail calls #Twitter hashtag h acebook status updates Letters to the Editor FORUM radio call-ins b ouTube Foursquare e-mails Snail mail calls #Twitter hashtag hotlines Facebook st pdates Letters to the Editor radio call-ins blogs YouTube Foursqumails Snail mail calls #Twitter hashtag hotlines Facebook status updates Letters to ditor radio call-ins blogs YouTube Foursquare CHAT Facebook status updates Letter ditor radio call-ins blogs YouTube ONLINE PORTALSFoursquare #Twitter hashtag hotlin acebook status updates Letters to the Editor radio call-ins blogs YouTube Foursq ail mail calls #Twitter hashtag hotlines Facebook status updates Letters to the E ORUM radio call-ins blogs YouTube Foursquare e-mails Snail mail calls #Twitter hasht otlines Facebook status updates Letters to the Editor radio call-ins blogs oursquare e-mails Snail mail calls #Twitter hashtag hotlines Facebook status updates Letter he Editor radio call-ins blogs YouTube Foursquare CHAT YouTube Foursquare e-mails Snail
  16. 16. Front linecustomer service
  17. 17. Centralized customer service
  18. 18. Multi-levelcustomer service
  19. 19. Best Buy, which is a large multi-channel home electronics retailer with nearly $50 Billion in sales, 3,000 locations globally(predominantly in the USA and North America but starting to also spread through the UK and Europe) and with 170,000 staff is a large organization by any standard.How does a company this size communicate externallywith customers and at the same time, listen, interact and empower the passion and expertise that is within the company?
  20. 20. In early 2008, Best Buy took a leap and changed the way they engaged their customers; from traditional channels of retail stores and customer support thatprovide phone, email, and direct mail- they decided to embrace social media with the theme “How to Get the Best out of Best Buy”.
  21. 21. The Best Buy team, which would ultimately become the Social and Community team, proactively monitored the blogosphere for customers in need of either customer service support or technical assistance and then helped resolve their questions or guided them to the answer.
  22. 22. They established the Best Buy Community to offer a place where customers canengage in conversations with Best Buy’s advocates including Blueshirts, Geek SquadAgents, and the Community teams, as well as with other customers. Users interact with peers; ask questions, rate answers by giving them ‘kudos’, and mark the best replies as ‘accepted solutions’.
  23. 23. THE RESULT Best Buy’s community is thriving. In an average quarter the team sees activity of 600,000 customers visiting the community and posting20,000 messages (over 77,000 messages and counting) and looking at over 22 million pages of content.
  24. 24. Zappos.com is an online retailer of shoes with a unique ambition –to be an collection of business “powered by customer service”. And it looks like they might well be on their way. Having been founded by CEO Tony Hsieh in 1999, it has since then become a company worth over a billion dollars.
  25. 25. 800,000 – Number of followers Tony Hsieh hason Twitter1,000 – Number of Tweets he receives daily withquestions directed at him.100 – Number of answers he sends off every day.6,000 – Number of calls Zappos fields dailyNONE – limit to how long each call is supposed totake1,400 – Number of employees and number ofspokespersons Zappos has as a company
  26. 26. “McDonald’s is a people business,and that smile on that counter girl’s face when she takes your order is a vital part of our image.” –Ray Kroc
  27. 27. Endorsers from Within: Creating Brand Championsamongst Employees through Trust

×