Employee Empowerment: Through a Social Business Strategy

@marcusnelson #SMSSummit
EmployeeEmpowerment:
Througha SocialBusinessStrategy
1@marcusnelson #SMSSummithttp://www.flickr.com/photos/vivnsect/8477872978

@marcusnelson #SMSSummit 2
@marcusnelsonCEO/Founder of Addvocate
Former Head of Social Media at Salesforce.com
http://www.flickr.com/photos/kylemccluer/4881501274 @marcusnelson #SMSSummit

@marcusnelson #SMSSummit@marcusnelson #SMSSummit 3
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
http://www.flickr.com/photos/rabbit75/6803959341

@marcusnelson #SMSSummit@marcusnelson #SMSSummit
Companies Using Social For Marketing
4
57% 72% 81% 88% 91% 92%
2009 2010 2011 2012 2013 2014Percent of Companies Using Social Channels
Source: http://www.emarketer.com/Article.aspx?R=1009273
http://www.flickr.com/photos/donotrevenge/8118618089

0
15
2011
2012
2013
2014
Big Money Spent On Social Advertising
5
http://www.emarketer.com/Article.aspx?R=1008862
Billion
$5.20
Billion
$7.72
Billion
$10.24
Billion
$11.87

http://www.flickr.com/photos/kevincappis/6303988017

Today:
You’re queuing up content with a content calendar.
You have your KPIs aligned with company guidance.
You have content going out regularly to engage your audiences.
You seed posts with company executives & inﬂuencers.

0
13
25
38
50
2011
2012
Problem
Credibility of CEOs and oﬀicials has plummeted
http://trust.edelman.com/
@marcusnelson #SMSSummithttp://www.flickr.com/photos/insightimaging/8497408240/

Meanwhile
Credibility of regular employees & “people like yourself” has
skyrocketed
Customers WANT to
talk to employees
0
13
25
38
50
2011
2012
@marcusnelson #SMSSummithttp://www.flickr.com/photos/tylo92/3651626823/

http://www.flickr.com/photos/stephenwalford/7380659344/

@marcusnelson #SMSSummithttp://www.flickr.com/photos/yukonblizzard/5370404414
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

You can play police oﬀicer or:
• Talent agent
~ Find the stars inside your org
• Grassroots organizer
~ Enable and empower the masses
You choose.
@marcusnelson #SMSSummithttp://www.flickr.com/photos/timbo444/6335489592

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 #SMSSummithttp://www.flickr.com/photos/stephenwalford/8116884592

Ready. Set. Go.
17

Determine Objectives
18
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
http://www.flickr.com/photos/bryanscott/4178419554/

salesforce.com/socialmediapolicy
What’s in bounds?
What’s out of bounds?
Who to escalate things to?
public facing youtube video
Every Employee is responsible for reading and adhering to the rules.
Establish Social Media Guidelines
@marcusnelson #SMSSummithttp://www.flickr.com/photos/mmwally/4187355276

Build Proficiency Among Employees
20
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 #SMSSummithttp://www.flickr.com/photos/wilhelmja/534803895

Create Collaboration Infrastructure
21
@marcusnelson #SMSSummithttp://www.flickr.com/photos/yukonblizzard/5028306026

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 #SMSSummithttp://www.flickr.com/photos/kaysha/516818391

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 #SMSSummithttp://www.flickr.com/photos/kevincappis/8716826666

Trends: Reoccurring topics being
discussed.
Top Performers: Who’s contributing
the most.
Recent conversations: Glimpse of
what’s happening now.
Issues Resolved: Happy customers.
Community Tone: General
sentiment at the moment.
Measure Results
@marcusnelson #SMSSummithttp://www.flickr.com/photos/rabbit75/4896134253

Gamify Employee Participation
26
http://newyork.kred.com/
@marcusnelson #SMSSummithttp://www.flickr.com/photos/donotrevenge/8118926758

Optimize Content
Insights on content that’s working or
missing. Future tools will do keyword
analysis to reveal high-value topics to
consumers.
Clicks
• Reach
• Employee
• Channel
27
@marcusnelson #SMSSummithttp://www.flickr.com/photos/toytrains/4165453225

http://www.flickr.com/photos/vivnsect/8614126612
Presentation Available Here

Thank You
@marcusnelsonCEO/Founder of Addvocate
Former Head of Social Media at Salesforce.com
@marcusnelson #SMSSummithttp://www.flickr.com/photos/zeeyolqpictures/6766506315

Image Credits
1. http://www.flickr.com/photos/vivnsect/8477872978
2. http://www.flickr.com/photos/kylemccluer/4881501274
3. http://www.flickr.com/photos/rabbit75/6803959341
4. http://www.flickr.com/photos/donotrevenge/8118618089
6. http://www.flickr.com/photos/kevincappis/6303988017
8. http://www.flickr.com/photos/insightimaging/8497408240/
9. http://www.flickr.com/photos/tylo92/3651626823/
10. http://www.flickr.com/photos/stephenwalford/7380659344/
13. http://www.flickr.com/photos/yukonblizzard/5370404414
14. http://www.flickr.com/photos/timbo444/6335489592
15. http://www.flickr.com/photos/stephenwalford/8116884592
18. http://www.flickr.com/photos/bryanscott/4178419554/
19. http://www.flickr.com/photos/mmwally/4187355276
20.http://www.flickr.com/photos/wilhelmja/534803895
21. http://www.flickr.com/photos/yukonblizzard/5028306026
22.http://www.flickr.com/photos/kaysha/516818391
24.http://www.flickr.com/photos/rabbit75/4896134253
26.http://www.flickr.com/photos/donotrevenge/8118926758
27. http://www.flickr.com/photos/toytrains/4165453225
29.http://www.flickr.com/photos/zeeyolqpictures/6766506315
30.http://www.flickr.com/photos/yukonblizzard/4954443976
31
http://www.flickr.com/photos/yukonblizzard/4954443976

Employee Empowerment: Through a Social Business Strategy

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Employee Empowerment: Through a Social Business Strategy