komfo webinar - rethinking employee advocacy on social
Post on 28-Jan-2018
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Geelmuyden Kiese
Geelmuyden Kiese
Employee Advocacy Mads Cramer, Commercial & Digital Director
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We are the strongest provider
of products and services within….
Brand
Ambassador
” Yesterday I saw this interesting
article and I think you …”
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The good intentions are no longer enough
Business Development
Target Group Insights
Communication and products
This is where the magic happens
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CUSTOMERS INSIGHTS
BRAND
SHARED CONVERSATIONS
INFORMATIVE CONTENT
EMPLOYEE CONTENT
BRANDED CONTENT
SALES CAMPAIGNS
CORPORATE NEWS
CUSTOMER SERVICE
Channels at the end
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The digital media has changed
Websites: From one-way communication to data-driven dialogue marketing Media: From printed newspapers to commercial digital content Facebook: From friends and family to opinions and news LinkedIn: From recruitment to business Twitter: From politicians to politicians, news and journalists Instagram: From everyday images to the edited visual expression YouTube: From How-To Videos to professional Youtubers
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Personligt
Professionelt
BLOGS AND REVIEWSITE
S
YOUTUBE INSTAGRAM
PROFESSIONELLE SAMTALER
PRIVATE SAMTALER
SNAPCHAT
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Head of Communication Head of marketing
ATL Mediaspend
External events Lead activities
KPI’er
Brand Internal comm.
PR Crises communication Mangement comms.
Content? Web?
SoMe? 1:1?
Loyalty program? Thought
Leadership? Employee Advocacy?
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A paradigm shift
Communication
Company PR Executive PR
External brand activities
Strategic business development
Marketing
Creative display marketing Thought leader content
marketing.
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Could Employee Advocacy change the way we work with communication and marketing?
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• From corporate communication/PR to executive branding
• From fairs/product events to digital thought leaders
• From classic advertising to employee ambassadors
• From employer branding/recruitment campaigns to Employees on LinkedIn
• From tele marketing to social selling
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Employee Advocacy at organisational scale
Executive Branding
Thought Leadership
Ambassador
• CEO and top executive level • Creating trust and new important business connections (KPI:Volume + VIP stakeholders)
• LinkedIn and Twitter as a primary channels (1:1 training ) • PR as leverage to show business success
• Product and industry experts. • Showing expertise and demonstrating market leader position. (KPI: The right conversations)
• LinkedIn, Twitter as a primary channels. (Online training program + workshops) • Whitepaper content and PR as genre to show area knowledge.
• All employees • Creating culture and workplace pride (KPI: Reach)
• LinkedIn and Facebook as a primary channels (Online training program + guidelines) • Corporate content hub as a driver to digital sharing.
5
50
500
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STEP1: Profile brush up
STEP 2: Building connections
STEP 3: Content sharing
STEP 4: Working with leads
STEP 5: Content creation
STEP 6: Spokesperson training
E-LEARNING
CONTENT ACCES
WORKSHOP WITH CASES
WORKSHOPS SMALL TEAMS
1:1 TRAINING
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50 ambassadors are more worth than 50.000 Facebook fans
Company 1
Social Media Fans (Facebook)
50,000
Org. reach avg. 4%
Organic reach total 2,000
Ambassador 50
Connections LinkedIn (Avg.) 400
Org. reach avg.
60%
Organic reach total 12,000
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2016 Pull
I have something I hope you need!
Have you heard about this?
He’s too late... It’s to soon!
That’s exactly what I need!
I need this – like yesterday!!!
2006 Push
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EA supporting customer service
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EA supporting collaboration with new partners
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EA supporting PR and business success stories
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EA supporting CSR and partnership communication
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EA supporting work culture
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EA supporting knowledge sharing
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If it doesn't feel right – its unlikely it feels great for your target group!
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What's in it for me?
Professional recognition
Recruitment opportunities
Keep updated on industry news and trends
Better connection to internal stakeholders
Strengthen the internal network in a large
organization
Stronger professional network
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The value exchange: company / employee
RECOGNIZED AND TRUSTWORTHY RELALIBLE AND AUTHENTIC
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CFO ”What happens if we
invest in developing our people and they leave?”
CEO ”What happens if we don’t and they
stay?”
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Updated legal terms of working with EA Medarbejdere som deler indhold om deres arbejdsplads på deres private sociale medier Forbrugerombudsmanden tilkendegav ved et informationsmøde i marts, at det kan blive anset for at være skjult reklame for virksomheden, når en virksomheds medarbejdere deler opslag på deres private sociale medier om deres arbejdsplads. Om der er tale om skjult reklame, vil dog afhænge af omstændighederne. Der skal som udgangspunkt sondres mellem to situationer: 1) Virksomheden opfordrer sine medarbejdere til at dele opslag om virksomheden på medarbejdernes private sociale medier eller kommentere på virksomhedens Facebook- eller Instagramprofil og 2) Medarbejderen deler opslag om sin arbejdsplads eller kommenterer af egen fri vilje på private sociale medier. Efter Forbrugerombudsmandens holdning vil situation 1 klart være skjult reklame (og opslag skal derfor markeres tydeligt med "Reklame" eller "Jeg er ansat hos […]"), mens situation 2 under visse omstændigheder kan være skjult reklame. Udfordringen kan særligt være, hvis medarbejdernes opslag bliver delt og personer, som de ikke har en relation til, ser opslaget uden at være klar over, hvor de er ansat. For at undgå risikoen for en sag, og idet Forbrugerombudsmanden har stor fokus på dette område, vil vi derfor anbefale at opslag fra medarbejdere markeres som reklame, medmindre det tydeligt fremgå, at medarbejderen er ansat i den pågældende virksomhed. Dette er fx ofte tilfældet, hvis der deles via Linkedin.
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Feel free to connect
Q&A
Thanks.
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