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.
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"The Most Powerful Brand on Earth," presented by Susan Emerick
1. “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
BRANDS RISING
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
2. @sfemerick
Empowering
Employees
to
Build
Trust
and
Advocacy
in
Social
Media
By
the
co-‐author
of
The
Most
Powerful
Brand
on
Earth
Susan Emerick
@sfemerick
3. @sfemerick
What
is
Employee
Advocacy?
Brands
empowering
employees
to
support
the
goals
of
the
brand,
using
content
and
employee-‐owned
social
7. Employees
rank
highest
as
the
most
trusted
and
influenDal
source
in
4
out
of
5
categories
@sfemerick
8. @sfemerick
84%
trust
people
they
know
92%
70%
58%
50%
46 - 47%
40 - 42%
Survey
Ques@on
To
what
extent
do
you
trust
the
following
forms
of
adverDsing?
92%
70%
58%
50%
47%
40%
33%
30%
9. Sales
correlate
with
the
total
number
of
people
who
advocate
for
a
brand
-‐-‐
across
industries
@sfemerick
Monthly
Change
in
Online
Promoters
v.
Monthly
Change
in
Sales
• On
average,
53%
of
changes
in
online
and
offline
sales
can
be
aFributed
to
changes
in
the
number
of
people
advoca@ng
for
a
brand
online
• Not
the
number
of
online
messages
or
posts
about
a
brand
Monthly
Change
in
Total
Online
Promoters
Monthly
Change
in
Sales
Sources:
10. Traffic
from
employee-‐owned
social
media
converts
at
a
significantly
higher
rate
@sfemerick
Conversion Rate by Traffic Source
IBM - 2012
Source: Susan Emerick, “IBM Select Social Eminence Program, 3Q 2012 Measurement Framework Pilot”. September 2012.
Conversion Rate
11. @sfemerick
Common
Reasons
Brands
Hesitate
to
Empower
Employees
① Fear
of
damage
to
brand
reputa@on
② Regulatory
concerns
③ Hesitance
to
dis-‐intermediate
the
marke@ng
team
from
customers
④ Don’t
want
employees
crea@ng
brand
assets
that
the
brand
does
not
own
⑤ Unsure
how
to
begin
13. Tips
for
launching
a
Successful
Employee
Advocacy
Program
@sfemerick
① Set
Goals
Aligned
to
Company
Objec@ves
② Find
a
Champion
Build
a
Pilot
③ Focus
on
Rela@onships
④ Enable
Individuals
⑤ Measure
and
Demonstrate
Value
14. @sfemerick
Set
Goals
Aligned
to
Company
ObjecDves
What
are
your
business
goals
and
priori@es?
Ø Entering
a
new
market
Ø Growing
market
share
in
an
exis@ng
market
Ø Customer
Acquisi@on
Ø Compe@@ve
win
back
Ø Reten@on
and
Loyalty
Ø Financial
Ø Cost
savings
15. @sfemerick
Find
a
Champion
or
beSer
yet,
be
one!
Image source: meloveletters.com
16. @sfemerick
Build
a
pilot
with
early
adopters
Common characteristics of best suited candidates:
ü Exper@se
aligned
to
business
priori@es,
they
can
be
Technical
or
Business
topical
experts
ü Comfortable
collabora@ng,
commen@ng,
publishing
in
social
environments
ü Comfortable
with
and
finds
value
in
crea@ng
rela@onships
digitally
ü CommiFed
to
sustaining
ac@vity
and
evolving
par@cipa@on
to
achieve
personal
and
business
objec@ves
ü Willing
to
leverage
internal
listening
capabili@es
to
iden@fy
exis@ng
social
graph
and
enhance
online
professional
network
17. Your
markeDng
and
communicaDons
teams
can
not
produce
enough
content
Of
B2B
content
marketers
find
it
difficult
to
produce
enough
content.
@sfemerick
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.
18. Your
professional
communicators
can
not
develop
relaDonships
with
all
of
your
customers
@sfemerick
Your
Marketing
Team
Your
Experts
Your
Employees
Your
Customers
19. @sfemerick
Focus
on
RelaDonships
People-‐Centric
RelaDonships
• Social
strategies
focus
on
people
and
rela@onships
• Create
opportuni@es
for
audiences
to
establish
rela@onships
with
“people
like
me”
• Employees
and
partners
extend
their
reputa@on
online
for
the
benefit
of
the
brand
Typical
Approach
to
Social
Media
• Venues
and
technologies
• Brand
presence
• Difficult
to
show
empathy
and
passion
21. @sfemerick
You
must
focus
on
more
than
select
Influencers
Reality
of
Online
Influence
1. Past
influence
≠
Future
influence
2. 50%
of
product
adop@on
is
explained
by
homophily
3. Influencers
may
be
tough
to
find
(e.g.,
Velvet
rope
communi@es)
ImplicaDons
1. Spread
efforts
across
a
pormolio
of
influencers
2. Help
employees
establish
their
own
influence,
at
mul@ple
levels
22. Influencing
conversaDons
online
requires
a
porYolio
approach
that
leverages
employees
@sfemerick
INFLUENCE
People
trust
experts
and
employees
Experts
and
real
employees
earn
more
trust
than
corporate
voices
and
execu@ves
HOMOPHILY
Shared
interests
We
all
form
rela@onships
with
people
we
perceive
to
be
like
ourselves
EMPLOYEE
DIVERSITY
This
is
how
you
scale…
But
it
conflicts
with
tradi@onal
marketer
mentality
of
control
23. @sfemerick
Enable
Individuals
Community
Leadership
Community
Facilita@on
AFendance
and
Listening
Self
Understanding
Desire
to
Engage
Professional
Par@cipa@on
Professional
Presence
Source: The Most Powerful Brand on Earth, 2013
28. @sfemerick
Analyze,
enable,
measure
and
feedback
Blogging tips
Content ideas
Sharable assets
Keywords
Measure and feedback
Listen, analyze social
presence
Enable with best
practices
29. @sfemerick
“Begin
with
the
end
in
mind”
~
Covey
Business
Goal
Employee
Role
Desired
Outcome
30. Let’s
conDnue
the
conversaDon
about
the
value
of
employee
advocacy
…
@sfemerick
Connect
with
me
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
is
the
founder
CEO
of
Brands
Rising,
LLC,
a
consultancy
specializing
in
employee
advocacy
and
influencer
engagement.
She
previously
led
global
enterprise
social
business
and
digital
marke@ng
programs
for
IBM.
She
serves
on
the
advisory
board
of
Social
Media
Today
and
is
the
co-‐
author
of
The
Most
Powerful
Brand
on
Earth.
susanemerick.com
@sfemerick
linkedin.com/in/sfemerick/
bit.ly/susan-‐emerick
31. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014