Your Best Advocates Already Work for You: SocialChorus Webinar

Your Best Advocates Already Work For You

How Leading Companies are Powering Employee Advocates

@lizbbullock

@gregshove

SASI 2#SocialChorusU

Over the next 40 minutes you’ll learn:

• What leading companies are doing to power employee advocates

• How to get started with employee advocates

• How to measure advocate performance against marketing goals

@lizbbullock

@gregshove

SASI

Liz BullockCEO & Co-FounderSocial Arts & Science Institute (SASI)

3#SocialChorusU

Greg ShoveFounder and CEOSocialChorus

Today’s speakers

@lizbbullock

@gregshove


Questions?

Ask your questions on Twitter or via GoToWebinar

#SocialChorusU

@lizbbullock

@gregshove


1Why are employees

important for connecting with

buyers?

@lizbbullock

@gregshove

SASI

Employees are key ingredient in new social era…

More than ever – a company’s brand is influenced by what consumers are saying about the brand

An everyday employee is 2x trusted vs. Chief Executive

(Edelman Trust Barometer, ‘13)

90% trust recommendations from people they know. 70% trust consumer opinions posted online. 14% trust advertising (Nielsen, 2009)

How companies market, sell to and support their customers is changing…

What roles do employees play in this transformation? How do you activate employees?

6#SocialChorusU

@lizbbullock

@gregshove

SASI

Companies must fundamentally rethink how they connect with the marketplace…

Challenges: Companies are seeking “authentic” and “genuine” ways to build customer relationships.

How may companies and customers collaborate in useful ways (products & services)?

How do you use social media authentically and engage with the marketplace to deliver results?

Answer: Companies must train and scale employee advocates to build long term relationships with prospects and customers.

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@lizbbullock

@gregshove

SASI 8

2What are leading companies doing with employee

advocates?#SocialChorusU

@lizbbullock

@gregshove

SASI

Companies powering brand advocates:

IBM• 500 Thought

Leaders• IBM VOICES

Dell• 10K Certified

employees• Engage on behalf

of brand

Cisco• 1.3K employees

amplifying company message

Sprint• 2K employees• Ninja Program

Black Belt

Best Buy• 3K employees• Answering customers

Intel• 300+ employees• “Experience Intel”• Content

generation

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@lizbbullock

@gregshove

SASI

Employees have 10xs more followers vs. corporate accounts

Only 2% of the audience overlaps with corporate accounts

Employees share 29% more URLs about the company vs. corporate accounts

Employees account URL reach is 2x vs. corporate accounts

The reach of hashtags about the company shared by employees is 24 times that of corporate

Case study: Cisco Twitter analysis

Source: http://www.slideshare.net/socialook/cisco-global-february2013socialook?from_search=2

10#SocialChorusU

@lizbbullock

@gregshove


3How do employees advocate beyond

just sharing?

@lizbbullock

@gregshove

SASI

Activating brand advocates can go beyond amplification…

Dell asks certified employees to do various social activities on behalf of Dell that speak to their level of interest and expertise

Goal to deepen their social expertise Portal serves up activities, tracks,

reward and identify the right employees to activate

Curating Content

Thank You

Social Development

Events

Employee Training

Recruiting

internal external

Listening

12#SocialChorusU

@lizbbullock

@gregshove

SASI

Recent study from National Business Research Institute:

Engaged employees produce 2x as much work product in the time as unengaged employees

40% – 80% of customer satisfaction is affected by employee attitudes

1. Believe in their organization2. Have the desire to work to make things

better3. Understand the business context and the

bigger picture4. Are respectful and helpful to colleagues5. Are willing to go the extra mile6. Stay up to date with developments in their

industry

NBRI Identified 6 Traits of Engaged Employees:

Source: http://www.nbrii.com/blog/employee-engagement-customer-satisfaction-financial-performance/

Additional benefits: engaged & result-driven employees

13#SocialChorusU

@lizbbullock

@gregshove


4How do you know if a

brand is ready to activate employees?

@lizbbullock

@gregshove

SASI

To activate employees, you need 5 critical competencies: Leadership, Policies & Governance, Training, Metrics & Measurement and Tools & Technology

Employee Activation Maturity Assessment

Competency

Maturity RatingsStage 1:

HierarchyStage 2:

EmergentStage 3:

SynergisticEmployees feel restricted

to share any content about the brand, even on

personal social media platforms

Handful of employees are sharing brand content and

some engagement with customers and prospects

Robust organization armed and working collaboratively to connect with customers,

prospects, advocates & Influencers

Policies & Governance

No Guidelines Restrictive Inclusive

Training No Training Ad hoc Formal Program

Metrics & Measurement

Anecdotal Activity Tracking Behaviors & Outcomes

Tools & Technology Consumer tools used by individuals

Mix of consumer tools & enteprise tools

Social Functionality is integrated throughout

Leadership Command & Control Consensus Collaborative

©2013 Social Arts & Science Institute, LLC. All Rights Reserved

15#SocialChorusU

@lizbbullock

@gregshove


5What policies and

training do you recommend?

@lizbbullock

@gregshove

SASI

Policies & Governance Yes, social policy is a must…

More importantly, you need to define employee advocate roles

Roles Employees May Play Advocates

Social Media Usage Employees use personal social media accounts and will on occasion share relevant news about the company

Roles within Organization Sales, Marketing, HR, PR

Training Requirements Social media policy, FTC disclosure requirements (bios, handles) and engagement rules

Disclosure Requirements "I work for ____ and this is my personal opinion"

Social Media Bios Requirements Opinions = My Own or My tweets are my own

Social Media Handle Examples Twitter: @SarahFinley

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@lizbbullock

@gregshove

SASI

Education: Dell’s Social Media & Community University

Policy

Principles

Governance

Training & Tools

Activation programs

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@lizbbullock

@gregshove


6What are the key

indicators of success?

@lizbbullock

@gregshove

SASI

Awareness

Activation

Business Impact

• 9,000+ employees trained• 30 courses in 55+ countries• Marketing, Sales, PG,

Customer Service

• 1,600 employees Twitter handle with Dell bio

• 2,000+ Brand Advocates• 150+ Subject Matter

Experts

• 2.2 engagements and 6.8 clicks per employee post (SME’s)

• Incremental 17K traffic to Dell

• Improved reach, earned media

Metrics & Measurement

20#SocialChorusU

@lizbbullock

@gregshove


7How should brands use technology to power advocates?

@lizbbullock

@gregshove

SASI

Tools & Technology

• Internal portal to capture key data around employee advocates

• Portal served time bound activities for employees to sign up and participate

• “Wall of Fame” touting strongest advocates

• Log activities + Leaderboard

• “Find network members” to connect with like-minded employees

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@lizbbullock

@gregshove

SASI

Dell Super Bowl ad

Dell launched 2013 Super Bowl ad solely online and via social media

Activated Dell certified employees to share Super Bowl ad

+6.5M views on YouTube

Source: http://www.pmdigital.com/press-events/super-bowl-commercial-index/

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@lizbbullock

@gregshove


8What is needed to get

started?

@lizbbullock

@gregshove

SASI 25#hashtag

• Establish clear business objectives

• Obtain executive buy-in and support

• Prioritize key teams or employees to drive awareness and adoption

• Pilot with those key employees and co-create the program

• Clearly defined KPI’s to measure success

• Implement learnings from pilot for larger scale roll-out

• Drive excitement, empowerment and reward the rock stars

To get started…

@lizbbullock

@gregshove


@lizbbullock

@gregshove


@lizbbullock

@gregshove


Questions?

Liz BullockCEO & Co-FounderSocial Arts & Science Institute (SASI)

Greg ShoveFounder and CEOSocialChorus

@lizbbullock

@gregshove


Additional questions?Want to learn more?

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8 Steps to Launching a Successful Employee Advocate Programbit.ly/130AM3K

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