BMW, now celebrating its 100th year, leads the way in everything it does, whether it’s industrial design, customer service or marketing. Andrew Cutler, Executive and Internal Communications Manager at BMW North America, wanted to ensure that BMW communications also lead the way in the new socially-enabled world. Mr. Cutler also wanted to help drive awareness and increase authentic engagement on social media. He knew that better informing and empowering his employees as brand advocates could solve both problems. Dynamic Signal's VP of Marketing, Dave Hawley, talks with Andrew Cutler about: - How BMW NA transforms internal communications into an engagement and awareness tool - How to draft in behind employees already on social media - How to keep remote and hourly workers informed and engaged

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But First, A Quick Question For You:
How many of your employees currently
share company information on
social media?

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The State Of Communications Today

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The State Of Communications Today
Employees want to be the first to know
They want their content to be:
ü Personalized
ü Delivered quickly
ü On their preferred channels
ü Across all devices

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The State Of Communications Today
Employees want to engage with family
and friends about where they work,
what they do, and the value of their
company’s products and services.
• They want approved content that can easily
be shared.
• They want a way to talk about the BMW
Group & its brands and products.

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What business problems were you
looking to solve with BMW Insiders?

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Business Problems BMW NA Were Trying To Solve
Employees Feel They Don’t
Know What’s Going On
Less than 30% of employees feel “in the loop”
(Source: Weber Shandwick)
Uninformed Employees Are Unengaged Employees
70% of employees call themselves “disengaged”
(Source: Gallup)

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Business Problems BMW NA Were Trying To Solve
Wanted To Give Employees A Voice
66% of employees feel they are advocating on behalf of their company
(Source: Mindshare)
Need To Retain Our Best Talent
32% of companies struggle to retain top talent
(Source: CareerBuilder)

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How did you solve those problems?

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Solving Pain Points
o Aligned BMW NA communications to reflect
the new normal of social business.
o Asked our most passionate brand advocates
what they needed to be story tellers.
o Leveraged the passion employees have for
the family of BMW Group brands.

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“We know employees are already on social having
conversations. They’re passionate and want access
to the latest BMW Group information. They are
already some of our best ambassadors, and we
want to arm them with the right kind of content to
help them authentically tell our story.”
Andrew Cutler
Executive and Internal
Communications Manager
BMW North America

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What were some of the
benefits you experienced?

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Benefits of BMW Insiders
o Increased organic reach:
• 4-fold increase in share rate of content in 1 year’s time.
• Engagement on employee social pages tripled as a
result.
o Provided a wider reach of employees with an
innovative way to tell our story with an
“authorized voice.”
o Promoted collaboration across the
organization.
o Created more unified company stories for the
BMW Group brand and its companies.

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What does the future look
like for BMW Insiders?

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The Future of BMW Insiders
o Possible expansion of program beyond Communications & Branding.
o Testing new forms of content and platforms.
o Grow C-Suite and corporate executive sponsorship of program.

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“Informed employees are engaged
employees. Engaged employees are
satisfied employees. Satisfied employees
make better decisions that positively affect
the bottom line, and will better advocate on
behalf of the company.”
Andrew Cutler
Executive and Internal
Communications Manager
BMW of North America

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Dynamic Signal Works With The World’s Leading Companies

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Keep employees
informed
Deliver personalized
and targeted news to
employees in real time

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Engage employees
with content
Deliver personalized
and targeted news to
employees in real time

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Empower
employees to be
advocates
Enable safe, easy
sharing to social media

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Empower
employees to be
advocates
Enable safe, easy
sharing to social media

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Encourage employees
to submit and
create content
Employees can easily submit
content (articles, images,
videos) for other employees to
share or for internal use.

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Encourage employees
to submit and
create content
Employees can easily submit
content (articles, images,
videos) for other employees to
share or for internal use.

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Encourage employees
to submit and
create content
Employees can easily submit
content (articles, images,
videos) for other employees to
share or for internal use.

26. @BMWgroup#DySiWebinar 26@Dynamic_Signal
Encourage employees
to submit and
create content
Employees can easily submit
content (articles, images,
videos) for other employees to
share or for internal use.

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Capture, manage, host
native video
Deliver real-time videos to
inform your employees on your
latest company news, events or
important messages

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Personal analytics that
give employees the
tools to succeed
Employees easily gain insights
into which of their posts are
driving results

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Activate, encourage,
and recognize your
employees
Gamified environment with
points and multiple
leaderboards provides
immediate recognition

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Member to member
messaging
Employees and admins can
send messages directly to
one another, or to groups

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Easily manage
employees, content,
permissions and more
Personalize their experience
based on role, region,
seniority and interests

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Easily manage
employees, content,
permissions and more
Personalize their experience
based on role, region,
seniority and interests
MKTG SALES HR EVENTS
US EMEA CHINA
Members
Content
Reporting
MKTG ADMIN

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Track everything,
control the message,
and stay compliant
Measure adoption,
viewership, sharing,
audience engagement,
and tie it all to business
outcomes.

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Integrated with your
favorite tools
Seamlessly works with your
current enterprise platforms,
with Single-Sign-On and in
more than 13 languages.

35. Thank You!