Trish Nettleship discusses how to build brand ambassadors within an organization. She recommends identifying objectives tied to business goals, finding an executive champion, building a focused program with growth in mind, understanding community management, and tracking metrics to demonstrate progress towards objectives. The case study provides examples of how AT&T developed a networking leaders academy to enable expertise sharing leading to informed purchasing.
Thrive on Jive: 6 Pillars of Social Media Marketing SuccessDeirdre Walsh
This presentation showcases the steps needed to develop a successful social media strategy. It focuses on building a good process for listening and engaging with key stakeholders across the Social Web.
“How Social Media can Supercharge your Recruitment and Retention Efforts”
There is little doubt that social media is among the most underutilized and undervalued economic development business tools. With the rise of social media, how has the business attraction and retention landscape changed? Learn how social media is changing your world and how to utilize it to most effectively market your community!
As a social media agency our focus is a little different than most. We help organizations to effectively socialize by equipping them to profit and prosper using social media.
Organizations striving to stay ahead of their competition must see social media communications as an integrated and essential part of all major business functions. Jumping into this space without laying the groundwork is like giving your kid the keys to your car without a driving lesson or a curfew, and then wondering why things went bad.
Our mission is to help you effectively integrate and profit from social media by fully equipping your organization with the tools and the know-how for social media engagement and success.
Our vision: is to become THE Industry thought leaders in helping companies and communities become socialized.
The Socialized! methodologies are based upon Shane Gibson’s no-nonsense process on getting Sociable! from his two books Sociable! How Social Media is Turning Sales and Marketing Up-side Down and Guerrilla Social Media Marketing co-authored with Stephen Jagger and Jay Conrad Levinson respectively.
Deirdre Walsh, Senior Manager of Social Strategy at Jive Software, unlocked the secrets to social success with her eBook, The Business Guide to Social Success. By implementing or adjusting strategy according to these insights, organizations can draw others in at all levels of the enterprise and throughout the ecosystem.
The Business Guide to Social Success includes additional insights from: Virginia Miracle, Chuck Hemann, Gary B. Wilcox, Jordan Viator Slabaugh, Kristen Sussman, and Emilie Kopp.
Download The Business Guide to Social Success eBook here: http://bit.ly/14TJN1Z
Jive is the world's #1 social business platform. We help employees, customers and partners connect, collaborate and communicate to achieve breakthrough results in sales, marketing, customer service and workforce productivity. http://bit.ly/1aTo6Vq
Thrive on Jive: 6 Pillars of Social Media Marketing SuccessDeirdre Walsh
This presentation showcases the steps needed to develop a successful social media strategy. It focuses on building a good process for listening and engaging with key stakeholders across the Social Web.
“How Social Media can Supercharge your Recruitment and Retention Efforts”
There is little doubt that social media is among the most underutilized and undervalued economic development business tools. With the rise of social media, how has the business attraction and retention landscape changed? Learn how social media is changing your world and how to utilize it to most effectively market your community!
As a social media agency our focus is a little different than most. We help organizations to effectively socialize by equipping them to profit and prosper using social media.
Organizations striving to stay ahead of their competition must see social media communications as an integrated and essential part of all major business functions. Jumping into this space without laying the groundwork is like giving your kid the keys to your car without a driving lesson or a curfew, and then wondering why things went bad.
Our mission is to help you effectively integrate and profit from social media by fully equipping your organization with the tools and the know-how for social media engagement and success.
Our vision: is to become THE Industry thought leaders in helping companies and communities become socialized.
The Socialized! methodologies are based upon Shane Gibson’s no-nonsense process on getting Sociable! from his two books Sociable! How Social Media is Turning Sales and Marketing Up-side Down and Guerrilla Social Media Marketing co-authored with Stephen Jagger and Jay Conrad Levinson respectively.
Deirdre Walsh, Senior Manager of Social Strategy at Jive Software, unlocked the secrets to social success with her eBook, The Business Guide to Social Success. By implementing or adjusting strategy according to these insights, organizations can draw others in at all levels of the enterprise and throughout the ecosystem.
The Business Guide to Social Success includes additional insights from: Virginia Miracle, Chuck Hemann, Gary B. Wilcox, Jordan Viator Slabaugh, Kristen Sussman, and Emilie Kopp.
Download The Business Guide to Social Success eBook here: http://bit.ly/14TJN1Z
Jive is the world's #1 social business platform. We help employees, customers and partners connect, collaborate and communicate to achieve breakthrough results in sales, marketing, customer service and workforce productivity. http://bit.ly/1aTo6Vq
Online communities have taken hold among businesses, to connect employees, customers and partners. However, community management as a profession is largely misunderstood and inadequately resourced. We created this book to raise the literacy level among businesses on what community managers actually do, and for community managers to have a trusted guide in their daily jobs. This guide addresses at a high level the strategy, design and everyday execution of a successful and healthy community.
Authors: Maria Ogneva, Matt Jensen, Molly Bugler
Social Media Command Centers (SMCC) or also called Digital Command Centers (DCC), are critical to organizations who want to establish differentiation and attain Competitive Advantage in today's Digital Universe. This short presentation outlines the options available to quickly take advantage of the connected community.
The (Im)possible Role of the Social Media ManagerCarrie Kerpen
Your social media team is falling short -- and it's not their fault. It's time to reevaluate your business objectives and SPARK across departments. Learn how to create a Social Media Forum that staffs for success.
Just the Facts: From Social to Funnel: Connecting Social Buyers to the Custom...Dell Social Media
George Sadler, Director, Social Media Insights at Dell discusses how effectively listening to customer conversations leads to valuable and actionable information that enables businesses to achieve success in today's "social" era.
Content Marketing presentation by Lee Odden of TopRank Online Marketing at Content Marketing World 2012.
Optimization is more than SEO and an "optimize and socialize" approach to content marketing improves awareness, engagement, community, leads and sales.
The DIY Newsroom: a new approach to communicationsSTUART HOWIE
How do make sure you're heard - and not herd - in today's Attention Economy? A DIY Newsroom maximises the return on your communication efforts. You control your message - and you do it from your own resources.
Online communities have taken hold among businesses, to connect employees, customers and partners. However, community management as a profession is largely misunderstood and inadequately resourced. We created this book to raise the literacy level among businesses on what community managers actually do, and for community managers to have a trusted guide in their daily jobs. This guide addresses at a high level the strategy, design and everyday execution of a successful and healthy community.
Authors: Maria Ogneva, Matt Jensen, Molly Bugler
Social Media Command Centers (SMCC) or also called Digital Command Centers (DCC), are critical to organizations who want to establish differentiation and attain Competitive Advantage in today's Digital Universe. This short presentation outlines the options available to quickly take advantage of the connected community.
The (Im)possible Role of the Social Media ManagerCarrie Kerpen
Your social media team is falling short -- and it's not their fault. It's time to reevaluate your business objectives and SPARK across departments. Learn how to create a Social Media Forum that staffs for success.
Just the Facts: From Social to Funnel: Connecting Social Buyers to the Custom...Dell Social Media
George Sadler, Director, Social Media Insights at Dell discusses how effectively listening to customer conversations leads to valuable and actionable information that enables businesses to achieve success in today's "social" era.
Content Marketing presentation by Lee Odden of TopRank Online Marketing at Content Marketing World 2012.
Optimization is more than SEO and an "optimize and socialize" approach to content marketing improves awareness, engagement, community, leads and sales.
The DIY Newsroom: a new approach to communicationsSTUART HOWIE
How do make sure you're heard - and not herd - in today's Attention Economy? A DIY Newsroom maximises the return on your communication efforts. You control your message - and you do it from your own resources.
Big Data y Turismo: nuevos indicadores para la gestión turísticaDaniel Pérez Rovira
Telefónica I+D y la consultora Roca Salvatella con la participación del BBVA han presentado el informe: "Big Data y Turismo: nuevos indicadores para la gestión turística".
Este informe es el resultado de cruzar los datos de Telefónica sobre la actividad realizada por móviles extranjeros y el BBVA sobre los pagos electrónicos realizados con tarjetas extranjeras en las ciudades de Madrid y Barcelona.
Los datos que se ofrecen en el estudio son relevantes para el sector turístico español porque nacen de la actividad real protagonizada por los turistas extranjeros en nuestro país derivada de su actividad digital y no basados en las encuestas tradicionales.
Conferencia Logis Expo Fería de Zaragoza. Casos de éxito de externalización logística B2B (distribución business to business) y B2C (distribución business to client, como las ventas on line del e-commerce)
Ponencia "Estrategia Social Media B2B" de José María Palomares, gerente de Comunicación y Marketing Relacional de Telefónica España, en el Congreso Hoy es Marketing.
Susset Matos C. , Marketing & Customer Relations
Business Segment "Susurrando a tu cliente: Marketing relacional en el segmento B2B“. "Whispering to your customer: B2B relationship marketing in the telecom industry".
Friend2Friend/Siemens presentation at ad:tech New YorkFriend2Friend
Friend2Friend CEO Roger Katz and Stefan Heeke, Director of Interactive Marketing at Siemens, presented this slide deck at ad:tech New York 2010in the session titled Social Media—On the Folly of Measuring A While Hoping for B: Social Media Metrics hosted by Tracy Tuten.
For more information visit www.friend2friend.com
Otra de las ponencias interesantes a la que puede asisitir en #Omexpo 2013 fue la de @pedro_anton del servicio informático de @elcorteingles. El título de la misma: "¿Dónde están mis clientes?.
The dawn of social business is here, and what that means
for anyone working in social media is that there are more
opportunities – and challenges – to mature social efforts across the business.
Content shared by advocates performs 10 times better than content shared to paid channels, and seven times better than content in owned channels. That’s why smart brands are empowering their employees to create authentic brand content, including unique photos and videos.
As Employee Advocacy programs mature, companies are finding new ways to leverage the power of their brand ambassadors.
In this webinar, you will learn to boost your content marketing by empowering your employee advocates.
You will also learn:
• How to enable employee advocacy for content creation
• How to create collaboration between marketing and employee advocates
• Implementing and managing content strategies for your employees
Social Media B2B Marketing: Adhesives and Sealants Industry Entwine Inc
Social Media Revolution - Creating value for your B2B business in the Adhesive and Sealant Industry. A presentation by Entwine Inc at the 2010 ASC Conference
Social Media Revolution - Creating value for your B2B business in the Adhesive and Sealant Industry. A presentation by Ira Kaufman and Patsy Stewart with Entwine Inc., at the 2010 ASC Spring Conference.
Setting up Social Media accounts isn't the beginning of your social and digital media marketing it's the middle. Businesses should start with developing a Digital or Social Strategy to outline what goals and objectives they are trying to meet and what technologies and communications channels will get them there. Of course they need a Content Strategy to define their target customer and what to say to them while engaging in social and digital marketing. Get tips on defining your customer, creating a Content Strategy, and creating high performing content.
Riding the next wave of PR and social media trends in 2019Lars Voedisch
Where and how to engage your audiences: From IGTV, TicToc and stories to Dark Social
How to connect with today’s audiences: Brand experiences and values
Why it’s all about touchpoints and personas
Speed update: 2019 social media and PR trends brands can’t afford to miss
Building a B2B Social Media Strategy: How Businesses Can Stay RelevantKate Hamilton
All too often, businesses become gunshy about getting started with social media marketing—especially within the B2B space. But not participating in today’s conversation could impact tomorrow’s bottomline. No matter what industry you’re in, influencers, partners and customers are conducting on and offline conversations. It's important not to miss out on the opportunity to be not only a part of the discussion, but define your brand as a leader.
Presented at Social Media Strategies Summit Chicago 2015, Kate Hamilton reviews how to develop a realistic plan, ensure the resources to execute and get serious about social media marketing without getting overwhelmed.
Through her diverse background as a trained journalist with more than 10 years of experience and strategic oversight of digital marketing projects, most recently as vice president of client relations and digital strategy at Chicago-based precision content marketing agency IntraLink Global, Kate details:
- What makes an effective B2B social media strategy
- How to identify where to spend your time
- How to achieve your goals and remain flexible
Utilize social media networking to make your business more social. Learn how to craft a social media marketing strategy that will help generate more leads for your business and establish its digital presence. This deck covers the origins of social media, how to plan a social media strategy, and how to successfully implement it across your organization. Taught by David Meiselman of Actifio.
Presented to Florida Realtors CCIM and added to webinar series for commercial brokers.
Social Media, What, Why, and how to Get the Face to Face Meetings and the importance of personal and professional relationships.
IBM presentation at Digital Media Barcelona- Twitter For Business Microbloggi...the bureau, digital agency
IBM presentation: Twitter for business - Microblogging goes to work by Delphine Remy-Boutant, WW Social Media Marketing Manager IBM SWG - Digital Media Barcelona event 16th September
2012 B2B social media summit - Building brand ambassadors from within
1. Case Study
Building Brand Ambassadors from
Within Your Organization
Trish Nettleship
Social Media Lead
AT&T Business
2. Session Speakers
Trish Nettleship
Social Media Lead
AT&T Business
Trish Nettleship has spent the better part of her career helping business
customers succeed. Previously supporting small businesses with a
resource portal to help increase productivity and grow their business,
she ventured into social media with her role in small business marketing.
But it wasn’t until 2009 when AT&T turned its social media eye to the
B2B space that Nettleship took on a much larger role in social media
@trishnet within the B2B marketing organization.
Nettleship has held various marketing roles from social media, digital
strategy, communications, product marketing and business development
within the tech space. She holds an MBA in International Business from
Georgia State University.
2
3. Brand Ambassadors: Where to find them?
Everyone is seeking brand ambassadors; you’ve already got
them!
• Look within your organization
• Product/service experts
• Customer service reps
• Sales reps
• Innovators
3
4. It all started with our customers
“I loathe AT&T right now. I do not
understand why I have to cancel my
account due to the fact that they
suck.”
“AT&T told me the international plans
they sold me would cover my data
while I was at sea. I just received my
bill. They lied.”
Image Source: Twitter
5. Evolution of our practice
How do we
How can our teach others?
brand use it?
What is social
media?
6. Social requires entire organization
Product
Social media is not a stand-alone
tactic, and is not a singular point Customer
Mktg
Service
in time.
It should be used as the
connective tissue that links all of
Search Sales
your outward communication
efforts.
An integrated social strategy
serves to connect people with Digital Advertising
people and people with content
at the right time. PR
7. AT&T Business social media mission
AT&T Business Social Media informs, educates and
engages customers, potential customers and
influencers to enable them to make decisions across
the stages of the buying lifecycle.
7
8. Ask the right questions
Who are you targeting?
B2B clients, prospects and influencers
What are your business goals?
Increase AT&T’s authority in networking technology
What strategies will help you meet your business goals?
Through the integration of traditional and digital
marketing, influence target audience sentiment and engagement
with AT&T
What Tools are required to reach your audience?
Web, Twitter, LinkedIn, Blog, Facebook, YouTube, Forums, Groups, et
c.
8
9. Steps to Building Social Ambassadors
1 Identify Objectives and a Vision that Tie Back to the Business
2 Find an Executive Champion
3 Build your Program to support your Business Objectives and
Plan for Growth
4 Understand the Importance of Community Management
5 Track Program and Share
10. Identify objectives and a vision that tie back to the
business
To enable the exchange of ideas and expertise in digital environments which lead to faster and
more informed technology purchase decisions
blog
! Have a foundation that makes sense for your objectives
10
11. Steps to Building Social Ambassadors
1 Identify Objectives and a Vision that Tie Back to the Business
2 Find an Executive Champion
Build your Program to support your Business Objectives and
3 Plan for Growth
4 Understand the Importance of Community Management
5 Track Program and Share
12. Find an executive champion
Keep your champion in the loop on progress and successes. It will help
! with any road blocks.
12
13. Steps to Building Social Ambassadors
1 Identify Objectives and a Vision that Tie back to the Business
2 Find an Executive Champion
3 Build your Program to support your Business Objectives and
Plan for Growth
4 Understand the Importance of Community Management
5 Track Program and Share
14. Build your program based on objectives and
vision. Keep growth in mind.
The Networking Leaders Academy
An exclusive community of thought leaders, active
networkers and AT&T Ambassadors who create social proof
and digital “trust” in AT&T, its people, and their points of
view on technology.
14
15. The Networking Leaders Academy: A foundation for
building ambassador impact
Objective: To enable the exchange of ideas and expertise in digital environments
which lead to faster and more informed technology purchase decisions
Education Recognition
! Start with a focused program. Strategize for the evolution.
15
16. Steps to Building Social Ambassadors
1 Identify Objectives and a Vision that Tie Back to the Business
2 Find an Executive Champion
3 Build your Program to support your Business Objectives and
Plan for Growth
4 Understand the Importance of Community Management
5 Track Program and Share
17. Understand the importance of community
management
Prepare your community manager for successes and failures. Remember to
! talk the “101”
17
18. Steps to Building Social Ambassadors
1 Identify Objectives and a Vision that Tie Back to the Business
2 Find an Executive Champion
3 Build your Program to support your Business Objectives and
Plan for Growth
4 Understand the Importance of Community Management
5 Track Program and Share
19. Track Progress and Share: Show results along
the way
Ideas Worth Spreading
• Is your content being shared on social networks?
• Is your content ranking in search?
Passion and Point of View
• Are users commenting on your content?
Reach and Influence
• Are you attracting visitors to your site?
• Are users coming back to your site?
• Are users interacting with multiple pieces of content?
Building Authority
• Are seeing organic traffic, including social referrals?
• Are you gaining links into your site?
! Tie all key metrics back to your business objective set in #1
19
20.
21. Learn from networking leaders
It’s in the Network!
• Find the right mix of “wins” to gain
maximum exposure of content
• Set the ground rules and give
them the framework to share
• Continually educate and nurture
It’s in the Content!
the program to excel digital
footprint
• Find the leaders in the digital
space and turn them into teachers
• Recognize those that help meet It’s all about Commitment!
business goals
21
22. What we learned
Know your culture, your opportunities and your challenges
Collect key learnings and missteps
Start with what you know
Understand the risks and plan for them
22
23. Thank You
Trish Nettleship
Global Director Social Media & Influence Black & White
UCB, Inc. Headshot
trish.nettleship@ucb.com
@trishnet
23
24. Case Study
Building Brand Ambassadors from
Within Your Organization
Trish Nettleship
Global Director Social Media & Influence
UCB, Inc
Editor's Notes
We utilized MECLABS testing protocols to construct this testWe were fortunate to be working with a $3.6 billion Cisco telecom partner that provided their full support We defined out goal as to determine if higher cost data can drive down the overall cost of leadPrimary research question: Which campaign data source will drive the most value?We based the test retail market ratesWe selected 6 deferent list sources4 of the list sources came from an MDM source or Master Database Management The primary difference between MDM and traditional list sources it that MDM pulls data from 10 or more list sources vs. a single source as you might find in many traditional sourcesWe also selected a segment for what we would consider a community based list sourceFinally pulled a segment from what we would define as traditional list source We then constructed the testing procedures to eliminate variable factors in order to increase level of confidence: Example:We used the same calling reps for all segmentsWe tested all segment in the same time frameWe allocated the same amount of records per segmentWe used that same qualification criteria and messaging And each of the segments we previously untouched dataFinally, our experience has taught us that assigning team members based on their unique skill sets increases productive and quality. For example: Closing deals = Sales People, Qualifying SRL = Teleprospectors, we believe that this premise holds true for Data Quality = Data specialists
We utilized MECLABS testing protocols to construct this testWe were fortunate to be working with a $3.6 billion Cisco telecom partner that provided their full support We defined out goal as to determine if higher cost data can drive down the overall cost of leadPrimary research question: Which campaign data source will drive the most value?We based the test retail market ratesWe selected 6 deferent list sources4 of the list sources came from an MDM source or Master Database Management The primary difference between MDM and traditional list sources it that MDM pulls data from 10 or more list sources vs. a single source as you might find in many traditional sourcesWe also selected a segment for what we would consider a community based list sourceFinally pulled a segment from what we would define as traditional list source We then constructed the testing procedures to eliminate variable factors in order to increase level of confidence: Example:We used the same calling reps for all segmentsWe tested all segment in the same time frameWe allocated the same amount of records per segmentWe used that same qualification criteria and messaging And each of the segments we previously untouched dataFinally, our experience has taught us that assigning team members based on their unique skill sets increases productive and quality. For example: Closing deals = Sales People, Qualifying SRL = Teleprospectors, we believe that this premise holds true for Data Quality = Data specialists
**Not to mention time: To reach same lead count at multi 1 vs. a user-generated list source would require a list count of 1,000 to compared to 13,100 respectively.
**Not to mention time: To reach same lead count at multi 1 vs. a user-generated list source would require a list count of 1,000 to compared to 13,100 respectively.
The Networking Leaders AcademyThe Academy helps identify key thought leaders within AT&T and recognizes them for work done on the blog.Through requirements, recognition, socialization, and incentives we see the Academy being more than “another group” at AT&T, but rather a core identifier of experts within the organization.We will build a point system and weigh incentives based on the behaviors we are promoting our bloggers to doCreate great content (blog posts)ViewershipCommenting on and off-blogShares Rewarding brings in the elite and sustains continued and consistent posting and sharing.The blog is the core of the Academy, but the concept can be extended far beyond the blog.
The foundation was set, but we wanted to find a way to drive further engagement and excitementWe knew that participating in the blog was an added duty outside of our experts current scopeWhat is the NLA – READ THIS The Academy is two parts. 1) Education and 2) Incentives Based on these two parts, we truly created a program for each one that are tied to our business goals Assets to grow ambassador impact – here are things that we have provided to support our NLA members And the second part is our incentive program (NEXT SLIDE)
**Not to mention time: To reach same lead count at multi 1 vs. a user-generated list source would require a list count of 1,000 to compared to 13,100 respectively.
**Not to mention time: To reach same lead count at multi 1 vs. a user-generated list source would require a list count of 1,000 to compared to 13,100 respectively.