The Conversation Company: involving employees in your PR strategy
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The Conversation Company: involving employees in your PR strategy
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The Conversation Company: involving employees in your PR strategy
- 1. THE CONVERSATION COMPANY INVOLVING EMPLOYEES IN YOUR PR STRATEGY @JoseMaPalomares
- 2. CONVERSATIONS AROUND YOU AND YOUR BRAND
- 3. WE LIVE IN THE CONVERSATION AGE… REPUTATION CUSTOMER EXPERIENCE RECOMMENDATION SATISFACTION EMPLOYEE ENGAGEMENT @JoseMaPalomares
- 4. 83% of companies think they compete in the REPUTATION ECONOMY @JoseMaPalomares WHO YOU ARE (AND HOW YOU ARE PERCEIVED) MATTERS MORE THAN WHAT YOU PRODUCE. AND IN THE REPUTATION ECONOMY
- 5. REPUTATION INGREDIENTS DIRECT EXPERIENCE WHAT OTHERS SAY ABOUT YOU COHERENCE Products Customer service Investments Employment Social Media Media Opinion leaders Friends & familiy Brand Advertising PR CSR IT’S ALL ABOUT CONVERSATIONS @JoseMaPalomares
- 6. THE MOST CREDIBLE FORM OF ADVERTISING COMES STRAIGHT FROM THE PEOPLE WE KNOW AND TRUST. 83% of respondents in 60 countries say they trust the recommendations of friends and family. [Nielsen Global Trust in Advertising Report] @JoseMaPalomares
- 7. 90% of people trust suggestions from family and friends. 70% of people trust consumer reviews online. [HubSpot] 74% of consumers identify word-of- mouth as a key influencer in their purchasing decision. [Ogilvy Cannes] 72% of people get news from friends and family, making word-of-mouth the most popular channel for sharing. [Pew Research Center] WORD-OF-MOUTH IS THE NEW PR AND THE NEW MARKETING.
- 8. COMPANIES AND BRANDS NEED TO BUILD TRUST TO IMPROVE PERFORMANCE TO GROW TO ADDRESS POTENTIAL CRISIS TO ATTRACT THE BEST TALENT @JoseMaPalomares
- 9. LET’S TAKE ADVANTAGE OF THE FULL POWER OF PEOPLE & SOCIAL MEDIA The relationships your employees have with their networks – which likely includes potential customers, prospects, and hires – are stronger than any relationship the people in their networks may have with your brand. @JoseMaPalomares
- 10. 2013 Edelman Trust Barometer SKEPTICISM AND DISPERSION REQUIRES REPETITION @JoseMaPalomares
- 11. HOW TO DO IT RELEVANT CONTENTS TRANSPARENCY: CLEAR RULES AND GUIDELINES EMPOWERMENT AND TRUST BUILDING: LEADING BY EXAMPLE TRAINING ON DIGITAL SKILLS AND MENTORING WHAT’S FOR ME? TRAINING, VISIBILITY, SUPPORT, EMPLOYABILITY… @JoseMaPalomares
- 12. Corporate communications Customer service Informal content Commercial content What? Doubts and consumer complaints Action? Employees to observe and report What? Official comms Action? Employees to share in their SM profiles What? Content created by employees in their work Action? Employees can create and share this content What? Commercial marketing Action? Employees to share in their SM profiles Adapted from Steven Van Belleghem The Conversation Company CONTENT, ONCE AGAING, IS KING CONVERSATIONS THROUGH CONTENTS @JoseMaPalomares
- 13. Content generation Involving employees Sharing & spreading Generating conversations THE VIRTUOUS CIRCLE @JoseMaPalomares
- 14. Conversations with external stakeholders Conversationswithinternalstakeholders Proud company Boring company Adored company Employeeexperience Customer experience Conversation company Adapted from Steven Van Belleghem The Conversation Company @JoseMaPalomares CONVERSATION COMPANY = PROUD COMPANY (EMPLOYEES) + ADORED COMPANY (CUSTOMERS)