Published on March 3, 2014
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 1 Global Marketing
Employee Landscape is Changing 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) Employee attitudes can affect customer satisfaction up to 80% (National Business Research Institute, 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
CEOs Are Catching On… …recognize social media as a key tool for interacting with customers externally #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
CEOs Are Catching On… …recognize social media as a key tool for interacting with customers externally #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? Global Marketing
“Best in class training” “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…” 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”
Defining Roles for Your Employees Global Marketing
Map Employee Skills to Social Tasks Global Marketing
Key Competencies within Social Operations Strategy Measurement & Insight Innovation Governance Training & Activation Global Marketing
Strategy Becoming a Social Business Measurement & Insight Innovation Global Marketing Governance Training & Activation
Governance ensures alignment with our strategy, our brand and our goals Strategy Measurement & Insight Innovation Governance Training & Activation Must have permission to create any new Dellbranded 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 Global Marketing
Strategy Measurement & Insight Social Training Paths Innovation Governance Training & Activation 13 Confidential Tool Training Best Practice Sharing Social Profile Improvements Listening Tools Speakers Subject Matter Expert Blog writing workshops Content Curation Case Studies Executive Training Programs Skill Enhancing Professional Certification Types of Training Influencer Relations Community Management Power Hours Certification Global Marketing
Strategy Incorporate into Manager Framework Measurement & Insight Innovation Global Marketing Governance Training & Activation
Strategy Create a Social Culture Measurement & Insight Innovation Encourage participation by providing special employee events for social media advocates • Guest speakers • UnConferences • Love notes 15 Confidential Global Marketing Governance Training & Activation
Strategy Measure Success Measurement & Insight Innovation Global Marketing Governance Training & Activation
Give Employees a Path to Engagement Strategy Measurement & Insight Innovation Governance Training & Activation 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 Drive credibility & influencer relations Empower employees to amplify company messages and highlight team wins across their personal social media networks Establish internal experts externally as active thought leaders around key company topics Global Marketing
What does “Employees as your next new product” look like? Global Marketing
Real Time Listening asdlfjahs
Dell--SME Dell trained 200+ internal B2B product & service experts to be social thought leaders and manage key influencer/customer relationships
Target Target Pulse (employee blog) gives potential new hires a sneak peak at company culture
Best Buy Best Buy’s Twelp Force turned Twitter into a customer satisfying, employee-motivating and PR-generating machine (2,600+ active employees)
Why 60 Million Employees Use Social Media to Advocate for Their Companies Three Things that Motivate Employees to Advocate on Social Media
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