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"The Most Powerful Brand on Earth," presented by Susan Emerick

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. 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. 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. 3. @sfemerick What is Employee Advocacy? Brands empowering employees to support the goals of the brand, using content and employee-­‐owned social
  4. 4. @sfemerick Why should brands care?
  5. 5. Customers trust your experts and regular employees more than anyone else in your company @sfemerick
  6. 6. People trust employees more than official brand sources @sfemerick
  7. 7. Employees rank highest as the most trusted and influenDal source in 4 out of 5 categories @sfemerick
  8. 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. 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. 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. 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
  12. 12. @sfemerick How to begin?
  13. 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. 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. 15. @sfemerick Find a Champion or beSer yet, be one! Image source: meloveletters.com
  16. 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. 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. 18. Your professional communicators can not develop relaDonships with all of your customers @sfemerick Your Marketing Team Your Experts Your Employees Your Customers
  19. 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
  20. 20. @sfemerick RelaDonship Ecosystem Topic A Influencers Topic B Influencers
  21. 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. 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. 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
  24. 24. Measure and Demonstrate Value @sfemerick
  25. 25. Value RealizaDon begins with se`ng Measurable Targets @sfemerick A few examples: • Increased Revenue • Decreased Cost • Efficiency and Productivity Gains Image source: freeimages.com/wmagni
  26. 26. Measure what maSers “Not everything that can be counted counts” @sfemerick ~ William Bruce Cameron
  27. 27. @sfemerick Business funcDon moDvaDons
  28. 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. 29. @sfemerick “Begin with the end in mind” ~ Covey Business Goal Employee Role Desired Outcome
  30. 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. 31. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

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