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Drinking the Kool Aid: Getting managers on board with an employee-driven social media program

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Drinking the Kool Aid: Getting managers on board with an employee-driven social media program

50% of employees are active on social media, but only 12% of companies offer formal social media training. Why aren’t more companies using employees as advocates via incentive programs, ongoing training and support? Employees are a built-in promotion tool… Let me show you how to activate their power

Speaker:
Abdul Muhammad
Vice President of Digital Development, rbb Communications

As the vice president of digital development at rbb Communications, Abdul Muhammad brings 17 years of experience in internet marketing, specializing in creating nationally recognized and award-winning digital marketing campaigns.

Published in: Social Media

Drinking the Kool Aid: Getting managers on board with an employee-driven social media program

  1. 1. @abdulmuhammad #SMDaySFL #SMDayNetWorth 1 Getting managers on board with an employee-driven social media program Drinking the Kool Aid: Abdul Muhammad II VP of Digital Development rbb Communications @abdulmuhammad I @rbbpr
  2. 2. @abdulmuhammad #SMDaySFL #SMDayNetWorth 2 #SMDaySFL #SocialNetWorth Drinking the Kool Aid: Abdul Muhammad II VP of Digital Development rbb Communications @abdulmuhammad I @rbbpr
  3. 3. @abdulmuhammad #SMDaySFL #SMDayNetWorth 3 Your NETWORK is your NET WORTH - Porter Gale
  4. 4. @abdulmuhammad #SMDaySFL #SMDayNetWorth 4 EMPLOYEE LANDSCAPE IS CHANGING 50% 80% of employees are active on social media and sharing about their employer engaged employees are 2x as productive and responsible for up to 80% of customer satisfaction 20% of employees are more likely to feel inspired based on how companies use social media to engage with them 10X employees have ten times more followers than corporate accounts 1. Pew Research Center 2. Weber & Shandwick 3. Gartner 4. David MacLeod & Nita Clarke
  5. 5. @abdulmuhammad #SMDaySFL #SMDayNetWorth 5 58% 20% more likely to attract top talent more likely to experience higher employee retention 12% increase in brand advocacy generated 2X increase in revenue growth 57% of social engaged companies are more likely to increase leads SOCIALLY ENGAGED COMPANIES 1. Pew Research Center 2. Weber & Shandwick 3. Gartner 4. David MacLeod & Nita Clarke
  6. 6. @abdulmuhammad #SMDaySFL #SMDayNetWorth 6 Yet a small group drives significant engagement According to LinkedIn, on average, employees drove 43% more engagement with company-related content 6% of employees shared company-related content in March +43% 1 Regular Engagements = Engagements with Company Status updates, Influencer posts, and Sponsored Updates 2 Employee-driven Engagements = Engagements with employee long-form posts, employee shares / re-shares / posts / comments / likes / clicks Regular Engagements1 Employee-driven Engagements2 Total Engagements FEW EMPLOYEES SHARE COMPANY-RELATED CONTENT TODAY
  7. 7. @abdulmuhammad #SMDaySFL #SMDayNetWorth 7 EVEN SMALL INCREASES IN EMPLOYEE ACTIVATION CAN DRIVE SIGNIFICANT IMPACT Employee engagement % No Employees 6% Employees 13% Employees +43% +92% 0% Today 6% If increased 13% Total engagement Like, click, comment, re-share
  8. 8. @abdulmuhammad #SMDaySFL #SMDayNetWorth 8 Establish goals and KPIs upfront Create a social culture and emphasize the value to employees Define roles and training for your employees Make it easy by providing drafted sharable content Recognize and reward participation Review, analyze and react CREATE A SOCIAL ADVOCACY PROGRAM
  9. 9. @abdulmuhammad #SMDaySFL #SMDayNetWorth 9 EMPLOYEE ACTIVATION PROGRAM • Objectives − Drive more traffic to the website − Amplify company messaging − Increase blog views/readership − Generate social engagement − Position employees/brand as savvy thought leaders • Tactics − Targeted communication across multiple channels (to be determined with client) − Point system to track progress − Monthly management and reporting − Recurring challenges − Support
  10. 10. @abdulmuhammad #SMDaySFL #SMDayNetWorth 10 TRACKING System that will track digital engagement and allocate points by tracking: −Following the Brand+ −Community Growth −Creating Post −Sharing Post −Hashtags # −@ replies −Mentions
  11. 11. @abdulmuhammad #SMDaySFL #SMDayNetWorth 11 COMPANY LEADERBOARD Point status updated regularly on the company portal for employees to review
  12. 12. @abdulmuhammad #SMDaySFL #SMDayNetWorth 12 Recurring Challenges • Incentivized challenges sent via email with detailed directions and sample content − Weekly − Bi-weekly − Monthly • Challenge Criteria: 1. Supports content distribution 2. Shares strategic company information 3. Positions employee as expert
  13. 13. @abdulmuhammad #SMDaySFL #SMDayNetWorth 13 RESULTS rbb Website rbb Blog +39% +24% +96% +29% rbb Social Media Engagements Impressions Referral Traffic • 12 months after the launch of our Social Activation program we looked back to see how we performed
  14. 14. @abdulmuhammad #SMDaySFL #SMDayNetWorth 14 KEY TAKEAWAYS 1. At its core, social marketing is about connecting and developing relationships. Help your employees foster those relationships to improve brand awareness. 2. Employees can be one of the most powerful tools for brand awareness, and content distribution. 3. Align employee outreach with the goals of your business and the values of your company. 4. Every company and employee is unique, and an effective social activation program should focus on the core strengths of each individual. 5. Encourage and inspire positive employee engagement on social channels that are relevant to the intended audience with incentives that make sense for the company culture.
  15. 15. @abdulmuhammad #SMDaySFL #SMDayNetWorth 15 #SMDaySFL #SMDayNetWorth Drinking the Kool Aid: Q&A Abdul Muhammad II VP of Digital Development rbb Communications @abdulmuhammad I @rbbpr

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