Published on March 5, 2014
The Social Employee: Transform Your Employees into Brand Advocates #SMTLive
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Our Speakers Lee 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 #SMTLive
How do you scale social?
1 in 4 Americans is a brand advocate Employees 80M potential advocates Customers
Why employee advocates? Trusted 2X An everyday employee is two times more trusted than a Chief Executive. — Edelman Trust Barometer 2013 New audience 92 % of employees’ Twitter followers are new to the brand — DELL study 2012 More likely to buy 77 % of consumers are more likely to buy a product when they hear about it from someone they trust — Nielsen 2013
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
How do employees become effective advocates?
Train, Empower, Track How to approach employees with different experience and comfort levels? • Train • • • • Empower • • • • Fit into current social media training strategy Determine which audiences are a priority Add employee advocate specific training 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)
Scale & measure with software 1,500 Employee Advocates Advocate Experience™ Admin Experience
How do you motivate & thank employee advocates?
Recognizing & thanking advocates Award badges based on activity or expertise • • New Members Posting through the Advocate Experience Highlight top advocates • Advocate of the Week Provide branded apparel • T-shirts, tablet bags, etc. Invite to special events or guest speakers • "In Tha Know”
How do measure the impact of employee advocates?
Results Employee advocates 1,533 Followers per advocate 231 Advocate activities 20K Audience engagements 410K Program AMV to date $1MM
External Brand Challenges 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 16
Internal Brand Challenges 78% of marketers say that their biggest challenge with content is "creating original content" and that they don't have enough time to do it 44% of marketers do not have a documented content strategy. Tweet me and I’ll tweet you back: @Britopian 17
Content Strategy Framework Analytics Drives Storytelling Principles Social Narrative Development Build a editorial framework that delivers true brand storytelling Content Operations Stakeholder 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 Tweet me and I’ll tweet you back: @Britopian Creation, Distribution & Integration Content Performance Content marketing initiatives, integrated paid, earned and owned media initiatives Real-time content performance analytics that deliver insights to stakeholders 18
Thank You @SocialChorus socialchorus.com socialchorus.com/resources @gregshove firstname.lastname@example.org
Upcoming Webinars March 4th Too Many Platforms: The Next Wave of Social Management Integration http://socialmediatoday.com/too-many-platforms-webinar #SMTLive
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