Activating Employees as Company Advocates on Social Media

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Information about Activating Employees as Company Advocates on Social Media
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Published on March 3, 2014

Author: dellsocialmedia

Source: slideshare.net

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Social Media is fast becoming part of every business, and employees often rank highest in terms of credibility on social media. But how do companies embrace and empower employees as brand advocates on social? We cover the five key areas for employee activation and engagement in social media: governance, processes, training, tools and measurement. For more on employee social media training, see http://dell.to/1g3aGCQ and http://dell.to/1clKdVJ and view the video http://dell.to/1gLsX9v.

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)

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