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Social Media Service Group The Social Champion Employee Activation 1

The social champion

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Activating the social employee

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Page 1: The social champion

Social Media Service Group

The Social Champion Employee Activation

1

Page 2: The social champion

Global Marketing

TO:

• Individualized Information

• Conversation, Connections, Stories

• People and Relationships to connect and build

• Rapid Response/Agility

• Real Time

• Facts and Feelings

• Powerful Networks

• Communities

• Listen and Collaborate

• Leadership and Bottoms Up too

• Empowered Employees and subject matter experts

FROM:

• Mass Media

• Control and Push Messaging

• Institutions to distribute and connect

• Issue Management

• Deadlines

• Just the Facts

• Powerful Media

• Target Audiences

• Announce/All answers

• Top Down

• Corporate Spokesperson

2 Confidential

Social Organizations and Businesses Think Different

11/12/2012

Page 3: The social champion

The Social Business...a journey back in time …

Page 4: The social champion

Global Marketing

The Neighborhood Business

Great Business Fundamentals

• Think back 60+ years ago

• What made the neighborhood businesses thrive?

• Think about your favorite family restaurant – local to where you lived and grew up

• What practical and pragmatic approaches did they take to satisfy and build loyal customers?

• Can we achieve the same customer intimacy and success today?

Page 5: The social champion

Global Marketing

Listen; Conversations

High Trust

Convenient Personal

The more things change, the more they stay the same.

Confidential, Subject to Non-Disclosure Agreement

Page 6: The social champion

Global Marketing

Business grew and succeeded based on word of mouth

and they still do

… more so with the social Web

Page 7: The social champion

A different business approach to social media

7 Confidential

We need to build one-to-one trust-based relationships with customers, partners and team members.

Page 8: The social champion

Social Media Services Group

It’s Neighborhood Business Back to the Future

Page 9: The social champion

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Customers and businesses are in this together…

Page 10: The social champion

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

Confidential

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

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

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

An everyday employee is 2x more trusted vs. Chief Executive

(Edelman Trust Barometer, ‘13)

Page 11: The social champion

The world of brand loyalty has changed customer-initiated touchpoints between transactions, and the creation of value beyond just product

11 Article: How Top Brands Pull Customers into Orbit, Mark Bonchek, Harvard Business Review 2012

The traditional marketing funnel is being usurped by the loyalty loop. The purchase decision is informed by ‘WOM” (friends, influencers) and brand loyalty.

FRIENDS

THIRD

PARTY SMEs

New paradigm: Social commerce

Old paradigm: e-commerce

Confidential, Subject to Non-Disclosure Agreement

Page 12: The social champion

Global Marketing

Hosted

Communities

Support

Mastery & Use

Affinity

Ideation

External Community

External Community

External Community

External Community

Extranets

Internal Networks /

Workgroups

Internal

External

Enterprise

Topical Experts

Community

Mass Social Media

Collaboration

Market

Page 13: The social champion

Global Marketing

How companies organize for social media:

• Holistic: Everyone is in customer service and support and any employee who wants to be social is enabled

• Dell & Best Buy’s Twelpforce are examples

Confidential 13 10/28/2013

Source: Survey of 140 Corporate Social Strategists, Altimeter Group, November 2010

Page 14: The social champion

Global Marketing

Some customers are here…

14

Page 15: The social champion

Social Media Services Group 15

…more are here

Page 16: The social champion

….very few are connected and lit up Social Businesses

Page 17: The social champion

Confidential

Not just a campaign, but in harmony across the fabric of a company

Product Development

• Feedback Loop • Early Warning • New Product Ideation

Marketing

• Demand Forecast • Lead Generation • Message Reach

Online Presence

• Ratings & Reviews • Communities • Customer Stories

Sales

• Collaboration • Thought Leadership • Blogs

Customer Service

• Listening • Support Widgets • Outreach

Communication

• Rich Media • Brand Reputation • Influence • Reputation

Page 18: The social champion

Key Challenges Leadership buy-in

Scaling beyond a dedicated team Content, content, content

Building influence Community strategies

ROI

Page 19: The social champion

… employees are your company’s rock stars

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Page 20: The social champion

Global Marketing

Amplification is not enough

Source: http://blog.hubspot.com/blog/tabid/6307/bid/14353/60-of-Social-Media-Messages-are-Links-to-Published-Content-Data.aspx

Confidential 20

Page 21: The social champion

Global Marketing 21 Image thanks to Hugh McLeod @Gapingvoid

Page 22: The social champion

Global Marketing

From News & Events to Storytelling with Meaning 22

Page 23: The social champion

Global Marketing

Beyond Publication and “Telling” to Sharing and Connecting

23

Page 24: The social champion

Global Marketing Image thanks to Hugh McLeod @Gapingvoid

Page 25: The social champion

Global Marketing

The Program’s road needs to be paved

Page 26: The social champion

Global Marketing

Building the foundation

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Page 27: The social champion

Social Media Services

“Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we’ve always been. The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.” –Michael Dell

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Leadership Support

Page 28: The social champion

Global Marketing

Establish effective governance, policy and strategy

28 Confidential

Page 29: The social champion

Global Marketing

Companies need to guide team members participation in the social media space via education

29

Page 30: The social champion

Global Marketing

Stronger platforms empower

30

Page 31: The social champion

Global Marketing

Then what? * Councils * Communication * Listening * Events * Internal Social Media * Advanced Programs

31 Confidential

Page 32: The social champion

Global Marketing

Measuring

32 Confidential 10/30/2013

Page 33: The social champion

Global Marketing

Let’s start engaging…

33 Confidential 10/28/2013

Page 34: The social champion

Rishi Dave | Inside Out

Eric Nystrom Director, Social Media Services Group

[email protected]

@ericnystromsays