Top Down Social Media
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If top down social media means having the C-Suite embedded in your social media strategy, how do you empower all your employees to become brand ambassadors? What tools do they need, and how can geo-targeted social listening and hyper-focused targeting help your organization read the tea leaves?
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Top Down Social Media
- 1. Jesse’s Four Social Media Trends By: @JesseGSpencer
- 2. MY STATUS UPDATE Over the past 15 years, I’ve worked in the digital a & social media space with the following brands : #MillerCoors #Kelloggs #Procter&Gamble #NakedJuice #EinsteinBros #MuscleMilk #E!Network #Izze #WarnerBros #LG #Qwest #PeopleMagazine #Chrysler #BlueMoonBeer #WilsonElectronics #Pokemon #Namco #Western Union and now … #Newmont!
- 3. MY TAKE ON SOCIAL MEDIA ‣ It’s a valuable link between brands and their stakeholders. ‣ It’s a digital iteration of word-of- mouth marketing with the goal of turning loyalists into evangelists. ‣ The social web is an ever-changing “test and learn” environment.
- 9. EMPLOYEES AS ADVOCATES 92% of consumers worldwide trust recommendations from friends and family more than any form of advertising. –Nielsen 8% average overlap between employees Twitter followers and a brand’s Twitter followers. –DELL study 77% of consumers are more likely to buy a product when they hear about it from someone they trust. –Nielsen
- 10. EMPLOYEES AS ADVOCATES • 2300 members have created 28,381 actions (posts, etc.) • 546,475 audience engagements (retweets, shares, replies) • 19.3 engagements per action • Estimated media value of $1,379,110 • Proof = Employee engagement works Source: Dallas Social Media Club http://smcdallas.org/2014/04/22/employee-social-advocac
- 12. SOCIALIZE YOUR EXECUTIVES HUMAN MOMENTS CUSTOMER INTERACTIONS
- 13. SOCIALIZE YOUR EXECUTIVES SOCIAL TRENDS BUSINESS INSIGHTS
- 14. THANK YOU Feel free to reach out with any questions! Email: jessegspencer@gmail.com Facebook: facebook.com/jessegspencer LinkedIn: linkedin.com/in/jessegspencer Twitter: @jessegspencer
Editor's Notes
- Hi I’m Jesse, I’ve worked in the digital/social space for the past 15+ years with wonderful clients and brands. Currently, I am the Global Director of Social Media and Digital for Newmont Mining.
- Whether it’s Social PR or Marketing PR, I’ve found that my three social media beliefs still remain true (read three beliefs). It is with this thinking that I always start the social strategy conversations with clients and brands. Not knowing one’s budget, their resources, their marketing/PR objectives that social should ladder up to prevents me from standing here and telling you, “This is what your social strategy should be.” It’s like getting married before ever meeting. Social strategies require not only a firm understanding of what you want to achieve in social media, but also what your overall brand and connected stakeholders hope to achieve. To that end, I am going to share 5 social strategy tips that I have adopted in the past year and that works for both marketing and PR focuses.
- We all know that Social Listening has to be a central part to our social media strategy, but what else besides customer conversations are you listening to?
- One new component of social listening that I have been extremely interested in lately is journalist/media social listening. There are a few really great platforms that allow this type of deep/specific listening…and the value to your brand is to be able to know about news regarding your brand before it breaks and before everyone else.
- We all know that Social Listening has to be a central part to our social media strategy, but what else besides customer conversations are you listening to?
- Location listening enables brands to geo-target the conversations that are occurring in the social media space about their brand or product. This allows them to geo-fence an area that they want to focus on to look at how trends generate in different locations with different audiences.
- One of the forgotten new channels of brand amplification is found no further from you than the office or cube right next door…your robust employee-base.
- Some stats.
- There have been several great usages of employees as advocates in the past year: Ford with their Super Bowl tease using their employees to send out their TV spot before it aired. AT&T is another best-in-class example who uses their employees to build their brand’s reputation and reach as you can see. There are several new and awesome platforms that brands can use to do this, but even if the budget is low, some clever thinking, a meeting with your legal team around guidelines and some compelling content can activate the best advocates for your brand…who know about your brand the best.
- And speaking of employee advocacy, another strategic trend I think is gaining momentum, and for good reason, is bringing leaders of a brand to the social table.
- Some great Best In Class examples of this are T-Mobile, ING and others who have their CEOs and other C-suite staff in the social space. At Western Union, we are blessed to have a CEO who has been named one of the Top 50 Social CEOs. Our CEO engages with customers, is knowledgeable of social daily trends and uses his Twitter account to both congratulate employees and deliver strategic corporate messaging to our company’s stakeholders.
- Some great Best In Class examples of this are T-Mobile, ING and others who have their CEOs and other C-suite staff in the social space. At Western Union, we are blessed to have a CEO who has been named one of the Top 50 Social CEOs. Our CEO engages with customers, is knowledgeable of social daily trends and uses his Twitter account to both congratulate employees and deliver strategic corporate messaging to our company’s stakeholders.
- Thank you all for your time. If you have any questions about anything I talked about or just want to see my bulldogs, feel free to connect with me via any of my online platforms.