This document discusses turning employees into brand ambassadors on social media. It notes that internal experts at IBM generated more traffic through social media than other company sources due to their credibility. Regular employees are also seen as more credible than executives. Some challenges of having employees act as ambassadors include lack of a social media policy, skills, and identifying the right people. Turning employees into ambassadors can provide benefits like increased brand awareness, SEO, building trust, and sales. The document outlines a process for companies to identify and train ambassadors, create content strategies, and measure effectiveness.

1. Turning employees into
ambassadors in social media
!
!
Helene Auramo,
Okimo Clinic Ltd
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2. Machinery
!
Knowledge workers
!
Audience & networks

3. Traffic generated by IBM
internal experts in social
media converted seven
times more frequently
than traffic generated by
other IBM sources.
The Most Powerful Brand On Earth, Chris
Boudreaux & Susan F. Emerick

4. TRUST

5. Employees
Partners and suppliers
Customers
Who are your ambassadors?

6. !
Regular rank-and-file
company employees have
more credibility than
executives.
- The 2012 Edelman Trust Barometer

7. Challenges
UNIFIED MISSION
UNIFIED MESSAGES
TRUST
LACK OF SOCIAL MEDIA POLICY
LACK OF SKILLS
IDENTIFYING THE RIGHT AMBASSADORS
Possibilities
BRAND AWARENESS
SEM & SEO
BUILDING TRUST
SALES

8. !
Identification process
Internal
Trust (skills)
Network
Motivation
External
Trust
Network
Motivation

9. It all starts from within….
Why should I work for you?
!
Why would I want to share your stuff?

10. !
Okimo Clinic Way
What is the current
and desired state?
Identification of the
ambassadors
Content strategy
plan and
trainings
Measure &
adjust

11. !
Helene Auramo
helene@okimoclinic.com
+358 40 153 0082
@heleneauramo
!
www.facebook.com/okimoclinic
www.twitter.com/okimoclinic
www.linkedin.com/company/okimoclinic