Global Marketing 1 Internal Social Advocacy: Unleashing Employees As “The Next New Product” Amy Tennison, Former Global Management of Social Training and Activation at Dell Twitter: @AmyTennison Amy Heiss, Dell Social Training & Activation Global Lead Twitter: @AmyHatDell
Activating Employees as Company Advocates on Social Media
Aug 27, 2014
Social Media is fast becoming part of every business, and employees often rank highest in terms of credibility on social media. But how do companies embrace and empower employees as brand advocates on social? We cover the five key areas for employee activation and engagement in social media: governance, processes, training, tools and measurement. For more on employee social media training, see http://dell.to/1g3aGCQ and http://dell.to/1clKdVJ and view the video http://dell.to/1gLsX9v.
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Global Marketing 1
Internal Social Advocacy: Unleashing Employees As “The Next New Product”
Amy Tennison, Former Global Management of Social Training and Activation at Dell
Twitter: @AmyTennison
Amy Heiss, Dell Social Training & Activation Global Lead
Twitter: @AmyHatDell
Global Marketing
Employee Landscape is Changing
Employee attitudes can
affect customer satisfaction up to 80%
(National Business Research Institute,
2012)
69% of US employees are
actively disengaged (Gallup, 2012)
Only 37% of employees
understand their company’s
vision (Stephen Covey, The
8th Habit)
More employees are remote –
50% of jobs are compatible with part-time work
from home (Global Workplace
Analytics, 2012)
Global Marketing
Social media will make your Employees better at their jobs
Harvard Business Review weighs in
• The most expensive employees spend:
– 28% of their time reading/replying to emails
– 19% of their time tracking down information
– 14% of their time collaborating with co-workers
• Social media could represent a 20-25% increase in efficiency in these activities
• “Dig out the dark matter”
– High-value knowledge is hidden in oral traditions or buried on hard drives
• Source
Global Marketing
…recognize social media as a key tool for interacting with customers externally
CEOs Are Catching On…
#1 CEOs predict social
media will replace
websites & call centers
as the #1 tool for customer
interaction (IBM Study)
77% Of buyers are more likely to buy from a company if the CEO uses social media (Top Rank)
53% of B2B buyers follow social
discussions about vendors they are
considering
(Top Rank)
90% Inc. 500 companies use
a major social media platform & 62% say
social media is “somewhat” or “very”
necessary to their growth
(Heidi Cohen)
Global Marketing
…recognize social media as a key tool for interacting with customers externally
CEOs Are Catching On…
#1 CEOs predict social
media will replace
websites & call centers
as the #1 tool for customer
interaction (IBM Study)
77% Of buyers are more likely to buy from a company if the CEO uses social media (Top Rank)
53% of B2B buyers follow social
discussions about vendors they are
considering
(Top Rank)
90% Inc. 500 companies use
a major social media platform & 62% say
social media is “somewhat” or “very”
necessary to their growth
(Heidi Cohen)
But why hasn’t it transitioned within business walls?
Global Marketing
What do you want your employees to do?
Where is your org today in terms of social activation?
“Consider Dell, which has two types of defined training models: a guideline-focused course for everyone and a series of in-depth courses that are required for anyone representing the company in social media…”
“Best in class training”
11,000 SMaC Certified; 20, 000
unique class attendees
Nominated for 2011 Constellation SuperNova Award for Social Business
“recognizes teams for their courage in battling the odds to effect change in their organization”
Global Marketing
Defining Roles for Your Employees
Global Marketing
Map Employee Skills to Social Tasks
Global Marketing
Strategy
Governance
Training & Activation
Innovation
Measurement & Insight
Key Competencies within Social Operations
Global Marketing
Becoming a Social Business
Strategy
Governance
Training & Activation
Innovation
Measurement & Insight
Global Marketing
Must have permission to create
any new Dell-branded social
media accounts
Accounts should be consolidated when possible, teams can target by region and
language
Communities for internal team
members should be formed on internal
tools such as Chatter
Agencies should not manage customer
relationships; instead help plan and
execute social media activities
No dedicated accounts for
campaigns, products or services
Certification is required for any team member
directly engaging customers in social
Governance ensures alignment with our strategy, our brand and our goals
Strategy
Governance
Training & Activation
Innovation
Measurement & Insight
Global Marketing
Social Training Paths
Confidential 13
Programs
Professional Certification
Executive Training
Certification
Skill Enhancing
Best Practice Sharing
Tool Training
Types of Training
Subject Matter Expert
Social Profile Improvements
Blog writing workshops
Influencer Relations
Listening Tools
Content Curation
Community Management
Speakers
Case Studies
Power Hours
Strategy
Governance
Training & Activation
Innovation
Measurement & Insight
Global Marketing
Incorporate into Manager Framework
Strategy
Governance
Training & Activation
Innovation
Measurement & Insight
Global Marketing
Create a Social Culture
Confidential 15
Encourage participation by providing special employee events for social media advocates • Guest speakers • UnConferences • Love notes
Strategy
Governance
Training & Activation
Innovation
Measurement & Insight
Global Marketing
Measure Success
Strategy
Governance
Training & Activation
Innovation
Measurement & Insight
Global Marketing
Give Employees a Path to Engagement
Strategy
Governance
Training & Activation
Innovation
Measurement & Insight
Global Marketing
How will you activate your employees?
3 Primary Opportunities for Social Media Internally
Improve collaboration & communicatio
n Connect real-world employee
networks online via social communities to reduce time spent searching for info and
replying to emails
Build advocacy & word of
mouth Empower employees to amplify
company messages and highlight team wins across their personal social media networks
Drive credibility & influencer
relations Establish internal experts
externally as active thought leaders around key company
topics
Global Marketing
What does “Employees as your next new product” look like?
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Real Time Listening
Dell trained 200+ internal B2B product & service experts to be social thought
leaders and manage key influencer/customer relationships
Dell--SME
Target Pulse (employee blog)
gives potential new hires a sneak peak at
company culture
Target
Best Buy
Best Buy’s Twelp Force turned Twitter into a customer satisfying, employee-motivating and
PR-generating machine (2,600+ active employees)
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