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The Social Employee: Transform Your Employees into Brand Advocates #SMTLive
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2.27.14

Aug 27, 2014

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Social Media

In today’s world, simply posting on social channels is no longer enough. Brands need to find innovative ways to reach new customers and increase awareness. Leading brands like AT&T are realizing the value in powering employees to create and share authentic brand stories across social networks.

By powering employees, brands can increase social activity and engagement, improve share of voice, and drive more web traffic. In fact, brands who are powering employees to be thought leaders and influential in social channels outperform their competitors by 20%.

During this webinar Lee Diaz, Senior Manager, Emerging Communications at AT&T will share proven best practices from AT&T's award-winning employee advocate program. Listen to this webinar to learn:

-Steps to launching an employee advocate program
-How to transform employees into brand advocates
-How to motivate employees to create and share on behalf of your brand
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The Social Employee: Transform Your Employees into Brand Advocates

#SMTLive

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Submit your questions in the GotoWebinarPresentation window

Follow along and

share your thoughts

on Twitter at

#SMTlive

Join the Conversation…

#SMTLive

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Thanks to our sponsor

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#SMTLive

Our SpeakersLee Diaz is the lead internal consultant on social business at AT&T and responsible for the development and launch of new collaborative strategies and tools. In this role, he promotes best practices across the business, creates plans and goals for social business use and adoption, and innovates additional features and functionality to drive continued growth in usage of internal platforms. In addition, Diaz serves as a lead in the company-wide effort to educate employees on social media, and is the liaison to legal, compliance and AT&T University. Additionally, Diaz serves on the company’s Social Media Council and the Social Media Escalation team. @LeeDiaz24

Michael Brito is a Group Director at WCG, a W2O Group company.  He is responsible for helping clients transform their brands into media companies by implementing social business strategic initiatives that operationalizes content strategy, scales community management and integrates paid, earned and owned media initiatives.  Prior to WCG, Michael worked as a Senior Vice President of Edelman Digital and also for large, very influential brands in Silicon Valley like Hewlett Packard, Yahoo and Intel where he was responsible for consumer social media marketing and community building. Michael’s book, Your Brand: The Next Media Company, was released in October 2013. @Britopian

Gregory Shove is the founder and CEO of SocialChorus, the leading advocate marketing company. Greg has helped brands and consumers connect online since the early days of the Internet. 2Market, a Silicon Valley start-up that he co-founded, pioneered the development of interactive shopping before being acquired by AOL in 1995. In the past, he has worked at Sun Microsystems, Apple Computer and AOL. He likes to play soccer, collect photos and cook. @GregShove

Robin Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers about business and policy topics, in 2007.  Prior to that, she ran her own media consulting company for 16 years, and worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about social media and other topics, speaks frequently about social media and business. @robincarey

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How do you scale social?

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1 in 4 Americans is a brand advocate

Employees Customers80M

potential advocates

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Why employee advocates?

of consumers are more likely to buy a product when they hear about it from someone they trust 77%

of employees’ Twitter followers are new to the brand92%

An everyday employee is two times more trusted than a Chief Executive. 2X

— DELL study 2012

— Nielsen 2013

— Edelman Trust Barometer 2013

Trusted

New audience

More likely to buy

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What employees do for your brand

Consume Read, watch & experience content

Share Push content into their social feeds

Create Develop original content that authentically reflects their experiences

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How do employees become effective

advocates?

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Train, Empower, Track How to approach employees with different experience

and comfort levels?• Train

• Fit into current social media training strategy• Determine which audiences are a priority• Add employee advocate specific training

• Empower• Create leadership-specific training &

engagement opportunities• Provide access to tips and tools• Ask employees for input

• Track • # of active advocates• # of shares• Reach (brand content vs. employee content)

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Scale & measure with software

1,500 Employee Advocates Advocate Experience™ Admin Experience

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How do you motivate & thank employee

advocates?

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Recognizing & thanking advocatesAward badges based on activity or expertise

• New Members• Posting through the

Advocate ExperienceHighlight top advocates

• Advocate of the Week Provide branded apparel

• T-shirts, tablet bags, etc. Invite to special events or guest speakers

• "In Tha Know”

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How do measure the impact of employee

advocates?

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ResultsEmployee advocates

Followers per advocate

Advocate activities

Audience engagements

Program AMV to date

1,533

231

20K

410K

$1MM

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External Brand Challenges

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There is a content and media surplus.

Consumers have an attention deficit. Their lives are unpredictable and they consume content differently every day. They have tunnel vision.

All consumers are influential and influence their peers through the purchase funnel.

Despite these external market conditions, marketers still have business objectives (revenue, market share, customer acquisition)

Tweet me and I’ll tweet you back: @Britopian

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Internal Brand Challenges

17

of marketers say that their biggest challenge with content is "creating original content" and that they don't have enough time to do it

78%

of marketers do not have a documented content strategy.

44%Tweet me and I’ll tweet you back: @Britopian

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Content Strategy Framework

18

Social Narrative

Development

Content Operations

Creation, Distribution &

Integration

Content Performance

Analytics Drives Storytelling Principles

StakeholderStorytelling

Build a editorial framework that delivers true brand storytelling

Optimize a content supply chain that facilitates workflows for content creation, approval & distribution

Mobilizing internal and external stakeholders (employees and customers) to help tell the brand story

Content marketing initiatives, integrated paid, earned and owned media initiatives

Real-time content performance analytics that deliver insights to stakeholders

Tweet me and I’ll tweet you back: @Britopian

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@SocialChorussocialchorus.comsocialchorus.com/resources

@[email protected]

Thank You

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Upcoming Webinars

March 4th Too Many Platforms: The Next Wave of Social Management

Integrationhttp://socialmediatoday.com/too-many-platforms-webinar

#SMTLive