This presentation was a MarketingProfs PRO Seminar, originally presented on September 12, 2013
Supercharge Your Brand: How Companywide Empowerment Drives Social Media Advocacy
Abstract of the web seminar:
In this MarketingProfs PRO seminar, you’ll learn how empowering your employees, customers, and partners to use social media to drive engagement, create meaningful customer relationships, and engage in real-time conversations can help increase your brand awareness and revenues, while decreasing your marketing, sales, and customer service costs.
If you want to register to listen to the replay ($129.00) go to: http://www.marketingprofs.com/marketing/online-seminars/659
The Hidden Value of a Social Strategy: Social Listening in PracticeBrandwatch
In this whitepaper, we introduce several areas where social intelligence promotes a business’s goals but will never receive attribution for doing so. Specifically, while word-of-mouth recommendations are the most trusted form of marketing, their effects on sales may never be quantified through social alone.
Measuring social media as a complex, adaptive system, presented by Gerald KaneSocialMedia.org
In his Brands-Only Summit Pre-Conference presentation, Boston College and MIT-Sloan Management Review's Gerald Kane presents research that measures social media as a complex adaptive system.
He shares his findings based on a study of Wikipedia that relate to measuring ever-evolving social networks.
How to use social media for recruiting. Social Recruiting is becoming the new norm, with sites like Facebook, Twitter, Pinterest, YouTube, Quora and others joining in alongside LinkedIn to help proactively find and learn about both active and passive candidates. This presentation highlights the who, what, when, where, why, and how of using social media for recruiting, adding statistics on social recruiting and examples of who is using what. By Amy Neumann, Director SEO/ SEM/ SMO, Northeast Ohio Media Group/ NEOMG, presented August 23, 2013 for ERC (Employers Resource Council) in Cleveland, OH.
The Hidden Value of a Social Strategy: Social Listening in PracticeBrandwatch
In this whitepaper, we introduce several areas where social intelligence promotes a business’s goals but will never receive attribution for doing so. Specifically, while word-of-mouth recommendations are the most trusted form of marketing, their effects on sales may never be quantified through social alone.
Measuring social media as a complex, adaptive system, presented by Gerald KaneSocialMedia.org
In his Brands-Only Summit Pre-Conference presentation, Boston College and MIT-Sloan Management Review's Gerald Kane presents research that measures social media as a complex adaptive system.
He shares his findings based on a study of Wikipedia that relate to measuring ever-evolving social networks.
How to use social media for recruiting. Social Recruiting is becoming the new norm, with sites like Facebook, Twitter, Pinterest, YouTube, Quora and others joining in alongside LinkedIn to help proactively find and learn about both active and passive candidates. This presentation highlights the who, what, when, where, why, and how of using social media for recruiting, adding statistics on social recruiting and examples of who is using what. By Amy Neumann, Director SEO/ SEM/ SMO, Northeast Ohio Media Group/ NEOMG, presented August 23, 2013 for ERC (Employers Resource Council) in Cleveland, OH.
Innovative Recruiting In A Conservative Corporate Environment at Facebook HQ ...Jenny DeVaughn
Innovative Recruiting In A Conservative Corporate Environment - PowerPoint slides from Recruiting Innovation Summit presentation by Jenny DeVaughn at Facebook HQ on 10.24.11
So maybe you don’t work for a hot new start-up in the Silicon Valley or you don’t have the shirtless “Old Spice Guy” in your commercials. Think you can’t do innovative social recruiting? Think again. Join Waste Management’s Social Media and Employee Branding leader Jenny DeVaughn as she navigates you through her new corporate role, including transforming your brand with existing resources and the lessons she has learned thus far.
Social Media Marketing Intro for Symantec PartnersSymantec
Social channels are seeing their user base grow every minute. With over 500 million daily active users on Facebook, 250 million monthly active users on twitter and 300 million users on LinkedIn businesses can longer ignore social.
Join Charlie Treadwell, Director Social Marketing at Symantec and learn:
- How to get started on Twitter, Facebook, LinkedIn and SlideShare
- Best practices on how to create content that engages with your customers
- Metrics to track your efforts on social
What Are 7 Steps Every Social Strategist Must Take To Help Their Organization...Dr. William J. Ward
Whitepaper from Spreadfast here: The 7 Whiteboard Sessions Every Social Strategist Needs To Have
- Understanding your social customer
- Adopting social companywide
- Developing workflows and processes
- Maximizing content
- Creating meaningful engagement
- Integrating social with other channels
- Proving social ROI
CIPR Inside Webinar 3 Being a strategic business partner 29.11.13CIPR Inside
Being a strategic business partner. Move from drafter and crafter to strategic business partner. James Harkness, Jane Mitchell delivered a webinar on 29 November 2013. Full webinar is available to members on demand on http://www.cipr.co.uk/
Digital Content Curation as a Social Media Strategy - How to Make the Univers...Thomas Listerman
Although the importance of social media for higher education communications and marketing strategy is increasing, staff resources for digital content oftentimes fail to grow at the same pace. For example, in the 2014 CASE social media survey, 53 percent of respondents identified “staffing of day-to-day content management” as a barrier to successful use of social media. One way to get past that staffing barrier is called curation – the technique of sharing strategically selected content created by your university community across the university’s social media channels.
The University of San Francisco (ca. 10,000 students) launched the curation site #USFCA (hashtag.usfca.edu) in March 2013. One year later, the site had generated more than 4,000 brand-supportive content items coming from 1,200 unique sources, together creating a fascinating, authentic, and on-going curated story about the university – as told by the community. The site yielded more than 160,000 views in the first year and the engaging content was featured across all official social media channels, helping the university to one of the best social media years overall, with an overall 38% social media community growth.
The best thing of all – this model is completely applicable at other higher education institutions, and it’s easy to launch and get going as soon as some basic steps are in place.
The slides of a talk I gave for the Australian Metals & Mining Association in May 2010. Looking at home social media/enterprise 2.0 can help drive an engaged workforce.
Forrester POST Model - Corporate Social Media StrategyCommunicatto Inc.
Developing a corporate social media strategy requires precision planning, thoughtful stakeholder analysis, alongside some measurable objectives. The POST model is the foundation for any digital media strategy.
Social Media is the online equivalent of Word of Mouth which really encapsulates its usefulness to businesses. In this presentation I cover the benefits of the main Social Media channels and demonstrate how effective usage of Social Media can increase customer loyalty whilst driving traffic back to your website
YOUR CUSTOMER HAS MOVED. DO YOU KNOW WHERE? #socialsellInsideView
Sales and marketing approaches have been flipped upside down with the explosion of social media. What worked 3 years ago, doesn’t work now. Social media has brought with it a profound global shift in communications that favors relationships over contacts, eliminates cold calling, and puts the buyer in control of the sales process. Capitalize on some simple, but practical “how to” ideas for engaging buyers and customers in a digital economy. During this session we will discuss:
• Why bother? A look at the numbers
• Evolution of sales and how social media applies
• Benefits of social selling
• Creating value in advance of the sales opportunity
• What executives want you to know
• Building loyalty and retention
• How to use social media for lead generation
• Lead generation from current networks
Webinar: Maximize Social Media ROI With a Strategic Plan eCornell
Webinar originally held on January 7, 2014
It's a new year, and it's time to kick-start your social media strategy and start showing a return on your investment.
Join Chris Boudreaux to learn how to create a social media plan that builds buy-in, empowers employees, and gets results.
Discover how to:
-Better understand and present the business case for creating a social media plan that delivers targeted, organization-wide results.
-Use a proven framework for implementing your social media plan and put the right infrastructure in place.
-Use Boudreaux's recommendations to increase social media ROI for brands of any size.
CHRIS BOUDREAUX helps global brands transform their business operations through digital and social media. As an executive at a global technology and management consultancy, Chris is a globally recognized thought leader in social media technologies, operations, governance and analytics.
He is a governing member of the Word of Mouth Marketing Association; an iMedia Top 25 Marketing Innovator and Leader; and his site, SocialMediaGovernance.com, serves practitioners worldwide.
http://bit.ly/1bdfVwQ
"The Most Powerful Brand on Earth," presented by Susan EmerickSocialMedia.org
In her Brands-Only Summit author discussion, Brands Rising's Susan Emerick, talks about her book, "The Most Powerful Brand on Earth: How to Transform Teams, Empower Employees, Integrate Partners and Mobilize Customers to Beat the Competition in Digital and Social Media."
She shares the secrets to building a successful employee advocacy program with a roadmap to harness the power of empowering employees and partners to build trust and advocacy in social media.
Innovative Recruiting In A Conservative Corporate Environment at Facebook HQ ...Jenny DeVaughn
Innovative Recruiting In A Conservative Corporate Environment - PowerPoint slides from Recruiting Innovation Summit presentation by Jenny DeVaughn at Facebook HQ on 10.24.11
So maybe you don’t work for a hot new start-up in the Silicon Valley or you don’t have the shirtless “Old Spice Guy” in your commercials. Think you can’t do innovative social recruiting? Think again. Join Waste Management’s Social Media and Employee Branding leader Jenny DeVaughn as she navigates you through her new corporate role, including transforming your brand with existing resources and the lessons she has learned thus far.
Social Media Marketing Intro for Symantec PartnersSymantec
Social channels are seeing their user base grow every minute. With over 500 million daily active users on Facebook, 250 million monthly active users on twitter and 300 million users on LinkedIn businesses can longer ignore social.
Join Charlie Treadwell, Director Social Marketing at Symantec and learn:
- How to get started on Twitter, Facebook, LinkedIn and SlideShare
- Best practices on how to create content that engages with your customers
- Metrics to track your efforts on social
What Are 7 Steps Every Social Strategist Must Take To Help Their Organization...Dr. William J. Ward
Whitepaper from Spreadfast here: The 7 Whiteboard Sessions Every Social Strategist Needs To Have
- Understanding your social customer
- Adopting social companywide
- Developing workflows and processes
- Maximizing content
- Creating meaningful engagement
- Integrating social with other channels
- Proving social ROI
CIPR Inside Webinar 3 Being a strategic business partner 29.11.13CIPR Inside
Being a strategic business partner. Move from drafter and crafter to strategic business partner. James Harkness, Jane Mitchell delivered a webinar on 29 November 2013. Full webinar is available to members on demand on http://www.cipr.co.uk/
Digital Content Curation as a Social Media Strategy - How to Make the Univers...Thomas Listerman
Although the importance of social media for higher education communications and marketing strategy is increasing, staff resources for digital content oftentimes fail to grow at the same pace. For example, in the 2014 CASE social media survey, 53 percent of respondents identified “staffing of day-to-day content management” as a barrier to successful use of social media. One way to get past that staffing barrier is called curation – the technique of sharing strategically selected content created by your university community across the university’s social media channels.
The University of San Francisco (ca. 10,000 students) launched the curation site #USFCA (hashtag.usfca.edu) in March 2013. One year later, the site had generated more than 4,000 brand-supportive content items coming from 1,200 unique sources, together creating a fascinating, authentic, and on-going curated story about the university – as told by the community. The site yielded more than 160,000 views in the first year and the engaging content was featured across all official social media channels, helping the university to one of the best social media years overall, with an overall 38% social media community growth.
The best thing of all – this model is completely applicable at other higher education institutions, and it’s easy to launch and get going as soon as some basic steps are in place.
The slides of a talk I gave for the Australian Metals & Mining Association in May 2010. Looking at home social media/enterprise 2.0 can help drive an engaged workforce.
Forrester POST Model - Corporate Social Media StrategyCommunicatto Inc.
Developing a corporate social media strategy requires precision planning, thoughtful stakeholder analysis, alongside some measurable objectives. The POST model is the foundation for any digital media strategy.
Social Media is the online equivalent of Word of Mouth which really encapsulates its usefulness to businesses. In this presentation I cover the benefits of the main Social Media channels and demonstrate how effective usage of Social Media can increase customer loyalty whilst driving traffic back to your website
YOUR CUSTOMER HAS MOVED. DO YOU KNOW WHERE? #socialsellInsideView
Sales and marketing approaches have been flipped upside down with the explosion of social media. What worked 3 years ago, doesn’t work now. Social media has brought with it a profound global shift in communications that favors relationships over contacts, eliminates cold calling, and puts the buyer in control of the sales process. Capitalize on some simple, but practical “how to” ideas for engaging buyers and customers in a digital economy. During this session we will discuss:
• Why bother? A look at the numbers
• Evolution of sales and how social media applies
• Benefits of social selling
• Creating value in advance of the sales opportunity
• What executives want you to know
• Building loyalty and retention
• How to use social media for lead generation
• Lead generation from current networks
Webinar: Maximize Social Media ROI With a Strategic Plan eCornell
Webinar originally held on January 7, 2014
It's a new year, and it's time to kick-start your social media strategy and start showing a return on your investment.
Join Chris Boudreaux to learn how to create a social media plan that builds buy-in, empowers employees, and gets results.
Discover how to:
-Better understand and present the business case for creating a social media plan that delivers targeted, organization-wide results.
-Use a proven framework for implementing your social media plan and put the right infrastructure in place.
-Use Boudreaux's recommendations to increase social media ROI for brands of any size.
CHRIS BOUDREAUX helps global brands transform their business operations through digital and social media. As an executive at a global technology and management consultancy, Chris is a globally recognized thought leader in social media technologies, operations, governance and analytics.
He is a governing member of the Word of Mouth Marketing Association; an iMedia Top 25 Marketing Innovator and Leader; and his site, SocialMediaGovernance.com, serves practitioners worldwide.
http://bit.ly/1bdfVwQ
"The Most Powerful Brand on Earth," presented by Susan EmerickSocialMedia.org
In her Brands-Only Summit author discussion, Brands Rising's Susan Emerick, talks about her book, "The Most Powerful Brand on Earth: How to Transform Teams, Empower Employees, Integrate Partners and Mobilize Customers to Beat the Competition in Digital and Social Media."
She shares the secrets to building a successful employee advocacy program with a roadmap to harness the power of empowering employees and partners to build trust and advocacy in social media.
Supercharging Business Retention and Expansion with Social MediaAtlas Integrated
With majority of businesses online, EDOs cannot afford not to connect through social media. A key tool to support local businesses, social media allows economic developers to connect with owners, stay up to date on news impacting the business and discover opportunities to help companies expand locally. Discover how to super charge your organization's BRE program using social media.
Employees play a critical role in providing authenticity and trust and scalability in this new social media era. More customers are moving online and making peer-to-peer decisions and want to connect with everyday employees. Liz Brown Bullock shares how Dell and other companies are training and activating employees to further connect with customers and prospects online. Additionally, this presentation shares how to strategically think about preparing your organization to activate employees as brand advocates.
Create a Responsive Social Strategy on a Shoestring BudgetMichelle Killebrew
Session 1: Social media strategy
Create a responsive social strategy on a shoestring budget
Even in today's hypersocial world, some organizations still don't take the time to create a winning social media strategy that keeps them one step ahead of brand threats and opportunities. It can be a struggle to be successful when you've got no plan, no budget, no dedicated resources and no technology to support you. This session will show you how to create a plan that prepares you to react to negative comments or posts on the fly. You'll discover what a strong, reactive social media strategy looks like—and how it can help you take timely stands on breaking national issues and news.
You'll learn:
- How to craft a responsive social media strategy with a limited budget
- How to ensure your strategy aligns with your organization's mission
- How to spot, prepare and react to angry customers—before they erupt
- How to take stands on controversial topics already driving social buzz
- How to know what qualifies as an online crisis—and what doesn't
- Which responders to activate when bad news breaks—and how they should engage on social media
* Michelle Killebrew is CMO at Nomiku.
* Heather Garcia-Meza is a marketing strategist and former VP of marketing at Vendini.
{This presentation is Part 1}
The Potential of Social Media for Business Development in Higher EducationSue Beckingham
During this workshop we will consider:
Who are your key audiences?
Identify the most appropriate platforms (e.g. LinkedIn, Twitter, Facebook) to engage with your target audiences
Explore how social media can increase efficiency and effectiveness without increasing workload
Agree an overall approach to harness the excellent work that is already undertaken by individuals across the Faculty
Employee Advocacy - The Next Step in Digital Transformation Sociabble
It's not easy to stay relevant in today's social media landscape. Discover how companies like Microsoft and Sage have been able to boost their social media strategy and overall digital strategy using an effective employee advocacy program.
Using Brand Advocates (Employees) for InfluenceLiz Bullock
Employees play a critical role in providing authenticity and trust and scalability in this new social media era. More customers are moving online and making peer-to-peer decisions and want to connect with everyday employees. Liz Brown Bullock shares how Dell and other companies are training and activating employees to further connect with customers and prospects online. Additionally, this presentation shares how to strategically think about preparing your organization to activate employees as brand advocates.
Webinar with Greg Shove, CEO of SocialChorus, and Liz Bullock, CEO of SASI, discussing the power of employee advocates, examples from leading brands, plus how to effectively get started.
Employee Advocacy on Social Media by Kevin Stewartsmcslc
Kevin Stewart of Everyone Social joined the Social Media Club of Salt Lake City in August to discuss driving employee advocacy across social media to create a flow of qualified leads to your business.
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.
An overview of social media marketing for small businesses. This was presented during the First MSU Main E-Commerce Expo in Marawi City last October 7, 2013.
Transforming Employees Into Brand AmbassadorsLauren Friedman
According to the 2014 Edelman Trust Barometer, customers trust the average employee 2X more than a chief executive. Many brands are overlooking one of the most valuable types of advocates — their employees.
Social media gives brands an avenue to do much more than market and advertise. In this new era, our connected customers expect more from us. Social media allows us to deepen customer relationships and becoming a true social business requires all employees.
In this session, Adobe’s Head of Social Business Enablement will walk you through the ins and outs of Adobe’s social media employee training program, Social Shift, as well as the activation programs that take social media training to the next level. By infusing social media into every aspect of the way Adobe does business, we empower and enable all Adobe employees to be active on social media both personally and professionally. Walk away with an understanding of how to run a social media training program and the value it brings to your business.
ENGAGE2014: All it Takes is One Post: Social Media Etiquette Training - Joe L...GuideSpark
The impact of social media on the business world is continuing to evolve and shape how marketing, PR and HR departments operate. While social media is a great way to engage with customers and it's critical to educate your employees on social media etiquette to avoid any social blunders that will negatively impact your company image.
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I prepared this presentation was prepared for a Communications Leadership Summit. It conveys the role of influencer engagement in our changing marketing & communications profession and what IBM's doing about it.
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In partnership with Institute for Learning & Performance Improvement, College of Education at Wayne State University http://coe.wayne.edu/ I’m volunteering my time and expertise as part of IBM’s Corporate Citizen Initiative http://www.ibm.com/ibm/responsibility/initiatives/
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1. Supercharge Your Brand:
How Companywide Empowerment
Drives Social Media Advocacy
By the authors of The Most Powerful Brand on Earth
Susan Emerick
@sfemerick
Chris Boudreaux
@cboudreaux
@cboudreaux @sfemerick
1
2. Before a revolution,
everyone says it’s impossible.
Afterward, everyone says it was
inevitable.
@cboudreaux @sfemerick
2
3. Brands hesitate to empower employees and partners
for reasons of fear or uncertainty.
Common Reasons Brands Hesitate to Empower Employees in Social Media
④
③
②
①
Fear of damage to brand reputation
⑤
Unsure how to begin
Regulatory concerns
Hesitance to dis-intermediate the marketing team from customers
Don’t want employees creating brand assets that the brand does not
own
@cboudreaux @sfemerick
3
4. This session explains why you should empower
employees in social media, and some tips to do it.
Contents of Today’s Session
1.Why you should empower employees and partners in social media:
Generate greater awareness and revenues while decreasing costs of Marketing,
Selling, Customer service and recruiting
2.Proven Model
•The surprising dynamics of online influence and how to leverage them
•Skills that employees need to effectively engage in public, real-time conversations
•How to plan, execute, and manage development of employee relationships online
@cboudreaux @sfemerick
4
5. Trust matters in a world where 63% of people need to
hear a message 3-5 times to believe it.
Survey Question
How many times in general do you need to hear something about a
specific company to believe that information is likely to be true?
Ten or
More
Times
12%
Six to Nine Times
6%
Four or Five
Times
29%
Once
4%
Twice
14%
Three Times
35%
Survey Population: Informed Publics ages 25 – 64 in 25 countries Source: Edelman. “2012 Edelman Trust Barometer.” http://bit.ly/Edelman-2012.
@cboudreaux @sfemerick
5
6. Trust in social media is rapidly increasing.
Survey Question
How much do you trust each of the following places as a source
of information about a company?
+10%
32%
29%
+18%
26%
22%
+23%
+75%
14%
16%
13%
8%
“Trust a Great Deal”; Informed Publics ages 25 – 64 in 20 countries. Source: Nielsen Global Trust in Advertising Survey, Q3 2011.
@cboudreaux @sfemerick
6
7. Social media strongly impact organic search engine
results.
Most Influential Factors in Organic Search Performance
• Facebook Shares
• Backlinks
• Facebook Total
• Facebook Comments
• Facebook Likes
• Tweets
Source: SearchMetrics. “Facebook and Twitter Shares Closely Linked with High Google Search Rankings”. 7 June 2012. www.searchmetrics.com.
@cboudreaux @sfemerick
7
8. Sales correlate with the total number of people who
advocate for a brand -- across industries.
Monthly Change in Sales
Monthly Change in Online Promoters v. Monthly
Change in Sales
• On average, 53% of changes in
online and offline sales can be
attributed to changes in the
number of people advocating for
a brand online
• Not the number of online
messages or posts about a brand
Monthly Change in Total Online Promoters
Sources:
@cboudreaux @sfemerick
8
9. Summary, so far…
Increase social media in
the marketing mix!!
Revenues
Correlate
With
Advocates
Increasing
Resistance to
New
Messages
Need to Do
More With
The Same or
Less
Increasing
Trust in
Social
Media
Social
Drives
Organic
Search
@cboudreaux @sfemerick
9
10. Your marketing and communications teams can not
produce enough content.
Two-thirds of B2B content marketers find
it difficult to produce enough content.
Half struggle with producing the kind of
content that engages.
Source: Bob Pulizzi and Ann Handley.“B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends — North America.
Marketing Profs and Content Marketing Institute, 2013. http://bit.ly/B2BBench.
@cboudreaux @sfemerick
10
11. People trust advertising from people they know.
Trust
Don’t
Trust
92%
Survey Question
To what extent do you trust
the following forms of
advertising?
92%
70%
58%
50%
46 - 47%
40 - 42%
Source: Nielsen Global Trust in Advertising Survey, Q3 2011.
70%
58%
50%
47%
40%
33%
30%
@cboudreaux @sfemerick
11
12. People trust employees more than official brand
sources.
Survey Question
Respondents who replied “extremely credible” or “very credible” to the following question:
If you heard information about a company from one of these people, how credible would that
information be?
Employees
NonEmployees
Source: Edelman. “2012 Edelman Trust Barometer.” http://bit.ly/Edelman-2012.
@cboudreaux @sfemerick
12
13. Traffic from employee-owned social media converts
at a significantly higher rate.
Conversion Rate
Conversion Rate by Traffic Source
IBM - 2012
>2
xC
on
n
s io
v er
Ra
te
Source: Susan Emerick, “IBM Select Social Eminence Program, 3Q 2012 Measurement Framework Pilot”. September 2012.
@cboudreaux @sfemerick
13
14. Your professional communicators can not develop
relationships with all of your customers.
Engage the
Influencers!!!
Your
Marketing
Team
Your
Experts
Your
Employees
Your
Customers
@cboudreaux @sfemerick
14
15. You must focus on more than select Influencers.
The Reality of Online Influence
Implications for Influencer Management
1.Past influence
The most successful influencer
relationship programs
Future influence
≠
2.50% of product adoption is explained
by homophily (people like me), not
influence
1.Spread their efforts across a wider
portfolio of influencers
3.Influencers may be tough to find (e.g.,
Velvet rope communities)
2.Help employees establish their own
influence, at multiple levels
@cboudreaux @sfemerick
15
16. Summary, so far…
Employee
Conversion
Rate is
Higher
Can’t
Produce
Enough
Content
Increasing
Resistance to
New
Messages
Need to Do
More With
The Same or
Less
People Trus
t
Experts and
Employees
People Trus
t
People Like
Them
Revenues
Correlate
With
Advocates
Influencers
(partial
solution)
Increasing
Trust in
Social Media
Social Drives
Organic
Search
@cboudreaux @sfemerick
16
17. How will your brand empower
employees and partners to nurture
relationships in social media?
@cboudreaux @sfemerick
17
18. Keys to Successful Employee and Partner Empowerment
1 • Focus on Relationships
2 • Enable Individuals
3 • Create a Scalable Structure
@cboudreaux @sfemerick
19. 1
Focus on Relationships
Typical Approach to Social Media
People-Centric Relationships
•
Venues and technologies
•
•
Brand presence
Social strategies focus on people
and relationships
•
Difficult to show empathy and
passion
•
Create opportunities for audiences
to establish relationships with
“people like me”
•
Employees and partners extend
their reputation online for the
benefit of the brand
@cboudreaux @sfemerick
21. Influencing conversations online requires a portfolio
approach that leverages employees.
INFLUENCE
People trust experts and employees
Experts and real employees earn more
trust than corporate voices and
executives
HOMOPHILY
Shared interests
We all form relationships with people we
perceive to be like ourselves
EMPLOYEE DIVERSITY
This is how you scale…
But it conflicts with traditional marketer mentality of control
@cboudreaux @sfemerick
22. 2
Enable each individual.
tio
lu
vo
E
n
of
e
th
m
lE
cia
So
ee
oy
pl
• Desire to build relationships and share expertise
• Desire to advance skills for the benefit of the brand
Desire to Engage
Source: The Most Powerful Brand on Earth, 2013
Source: The Most Powerful Brand on Earth (Prentice-Hall 2013).
@cboudreaux @sfemerick
22
23. 2
Enable each individual.
tio
lu
vo
E
n
of
e
th
m
lE
cia
So
ee
oy
pl
• Understands personal behaviors and preferences
• Understands business goals
Self Understanding
Desire to Engage
Source: The Most Powerful Brand on Earth, 2013
Source: The Most Powerful Brand on Earth (Prentice-Hall 2013).
@cboudreaux @sfemerick
23
24. 2
Enable each individual.
tio
lu
vo
E
n
of
e
th
m
lE
cia
So
ee
oy
pl
• Engages personal networks
• Adapts participation and
content by topic, audience
Attendance and Listening
Self Understanding
Desire to Engage
Source: The Most Powerful Brand on Earth, 2013
Source: The Most Powerful Brand on Earth (Prentice-Hall 2013).
@cboudreaux @sfemerick
24
25. 2
Enable each individual.
tio
lu
vo
E
n
o
he
ft
m
lE
cia
So
ee
oy
pl
• Establishes a professional
presence online
• Represents professional expertise
Professional Presence
Attendance and Listening
Self Understanding
Desire to Engage
Source: The Most Powerful Brand on Earth, 2013
Source: The Most Powerful Brand on Earth (Prentice-Hall 2013).
@cboudreaux @sfemerick
25
26. 2
Enable each individual.
tio
lu
vo
E
n
o
he
ft
m
lE
cia
So
ee
oy
pl
• Answers questions
• Builds on what other people say
Professional Participation
Professional Presence
Attendance and Listening
Self Understanding
Desire to Engage
Source: The Most Powerful Brand on Earth, 2013
Source: The Most Powerful Brand on Earth (Prentice-Hall 2013).
@cboudreaux @sfemerick
26
27. 2
Enable each individual.
tio
lu
vo
E
n
e
th
of
m
lE
cia
So
ee
oy
pl
• Leads a network or community
• Is a Spokesperson or thought
leader
Community Facilitation
Professional Participation
Professional Presence
Attendance and Listening
Self Understanding
Desire to Engage
Source: The Most Powerful Brand on Earth, 2013
Source: The Most Powerful Brand on Earth (Prentice-Hall 2013).
@cboudreaux @sfemerick
27
28. 2
Enable each individual.
tio
lu
vo
E
n
e
th
of
m
lE
cia
So
• Influences conversations
• Creates significant conversions
ee
oy
pl
Community Leadership
Community Facilitation
Professional Participation
Professional Presence
Attendance and Listening
Self Understanding
Desire to Engage
Source: The Most Powerful Brand on Earth, 2013
Source: The Most Powerful Brand on Earth (Prentice-Hall 2013).
@cboudreaux @sfemerick
28
29. Traffic from employee-owned social media converts
at a significantly higher rate.
Conversion Rate
Conversion Rate by Traffic Source
IBM - 2012
x
>2
n
Co
si o
ve r
nR
ate
Source: Susan Emerick, “IBM Select Social Eminence Program, 3Q 2012 Measurement Framework Pilot”. September 2012.
@cboudreaux @sfemerick
29
30. So, how do you do all of this at scale?
@cboudreaux @sfemerick
31. 3
Create scalable structure.
Lead
Prepare
• Relationships
• Conversations
• Tactics
• Capabilities
• Operating Model
• Measurement
• Permission is not enough
Perform
• Traditional influencer outreach
is only part of the solution
Right
Employee
Right
Interaction
Right
Content
Right
Audience
• PR approaches and tools break
at this scale
• Provide knowledge and tools
Source: The Most Powerful Brand on Earth.
Source: The Most Powerful Brand on Earth (Prentice-Hall 2013).
@cboudreaux @sfemerick
32. Equip each employee or partner for targeted outreach
and relationship development.
Behavioral
preferences
Skills
Expertise
Online &
Offline
presence
Market +
Social
Intelligence
Marketing
Change Agent
Employees and
Partners
Influencers &
“People like me”
Analytics
@cboudreaux @sfemerick
33. Social media marketers are change agents who
mobilize employees and partners.
The New Role of The Social Media Marketer
Customers,
Candidates, etc.
• Oversee for all aspects
of a social empowerment program
• Act as the personal conduit, coach
and trainer to employees and
partners
• Identify, educate and empower
Employees and
Partners
Marketing Change
Agent
@cboudreaux @sfemerick
34. Your next steps depend on where you are today.
Getting Started
Develop an action plan
•
Employee inventory and segmentation
•
•
Existing influencer relationships and
activities
Identify employees who have built an
influential presence in social media, and
determine how you can help them
achieve more impact.
•
Understand the conversation
•
•
Benchmark performance and set targets
for change
Too focused on too few influencers? Grow
the portfolio of influencers that you
nurture.
•
Conduct research to better understand
where influencers who are important to
your brand engage online. Do you need to
adjustment the venues where you
engage?
@cboudreaux @sfemerick
35. Connect with today’s speakers
The Most Powerful Brand On Earth:
How to Transform Teams, Empower Employees, Integrate
Partners, and Mobilize Customers to Beat the Competition in
Digital and Social Media
Susan Emerick leads enterprise social business programs for IBM. As an author, speaker, and adjunct
professor, Susan helps marketers use social and digital media to foster long-term, high-value relationships
with clients, prospects, partners, colleagues, and communities. Beginning in 2008, Susan helped establish a
social insights practice at IBM, to continually develop social listening insights that drive marketing planning
and social engagement strategies. This IBM initiative was awarded the 2010 SAMMY (Social Advertising, Media
and Marketing) for Best Socialized Business.
susanemerick.com
@sfemerick
linkedin.com/in/sfemerick/
bit.ly/susan-emerick
Chris Boudreaux helps large brands transform their business operations through digital and social media. He
also has global responsibility for social media technology offerings at a leading technology and management
consultancy. In 2008, he created SocialMediaGovernance.com to help organizations get the most from their
social media efforts. In 2011, he coauthored The Social Media Management Handbook (Wiley & Sons), and his
studies of social media have been referenced by corporations, governments, industry analysts and nonprofits
around the world. He also led business development and marketing at two online start-ups, one of which was
acquired by Glam Media.
socialmediagovernance.com
@cboudreaux
linkedin.com/in/chrisboudreaux
bit.ly/cboudreaux
@cboudreaux @sfemerick