Inside out communicationsTurning your employees into social advocates

@StanM

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Something happened with Facebook…

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Brands no longer want « just » consumers

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They want fans

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They want supporters

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They want advocates

7People who can:amplify your message,respond on your behalf,

create a multiplier effect

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But most brands are not like that

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Not everyone can be cool.

Otherwise it wouldn’t be cool

10So here’s the dilemma…

Brands need advocates:

●« Who know our product and services »

●« Who are credible »

●« Who can help us engage with our customers, at scale »

Presentation Title – Date

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Look inside, not outside

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Over 50% of employees want to share news and info about their company73% say they would share more frequently and more often(source : Dynamic Signal)

An everyday employee is 2x trusted vs. Chief Executive (Edelman Trust Barometer, ‘13)

13Multiplier effect

Source: Dynamic Signal

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Source: Dynamic Signal

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Backoffice staff on the frontline

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

16Convenient

17Measurable!

18Engaging

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@msl_group

MSLGROUP.COM

Stanislas MagniantHead of Digital & Social EMEA MSLGROUP, a Publicis Company@StanM

Appendix

Presentation Title – Date

22Roles and expectations

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• Employees need their manager to realize:

• It’s not part of my job description, but I enjoy

doing it and should be recognized

• I don’t know what I can say and what I can’t say

about our company

• I am representing myself and participate in my

own ways – not always the ways you want me to

• I don’t know how, nor do I want to, use all of the

tools

• It’s not about numbers for me, it’s about

relationships

Employer needs to know that employees…

• are actively using social media to develop their

brand and find the right people to participate

• are familiar with our social policies and

guidelines

• want to be involved in the development of our

brand programs

• recognize that they are representatives of the

brand

• believe that we are here to support them

• are willing to share information about our brand

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