empowering employee advocates - brand advocacy
DESCRIPTION
This Employee Advocacy deck was presented at the "13th Annual Emerging Trends in Retailing Conference" in Fayetteville. We discussed how large brands can and should enable employees to be be brand ambassadors on behalf of the company. Every organization has the opportunity to either become a Police Officer or a Talent Agent when it comes to letting coworkers represent their brand. We believe the better approach is becoming the Talent Agent and fostering a community of supporters with content they want to share -- at the same time enabling colleagues the ability to suggest content as an active participant as well. Presenter: Marcus is the former Director of Social Media at Salesforce.com. He joined Salesforce in July 2009, where he pioneered, evangelized, and transformed the company's social presence & content efforts. By 2011, he was recognized as one of the most effective social media strategists in the Enterprise. In May 2012, he left Salesforce to found Addvocate, which enables and measures employee social sharing. With Addvocate’s technology and guidance, businesses can put a face on the brand experience to drive sales, solve problems, reduce service costs, and improve brand reputation. #employeeadvocacyTRANSCRIPT
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Empowering Employee Addvocates
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@marcusnelson CEO/Founder of Addvocate !!Former Head of Social Media at Salesforce.com
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@marcusnelson #SMSSummit
Trust. Loyalty. Rapport.
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90% trust recommendations from people they know. 70% trust consumer opinions posted online. 14% trust advertising
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(2009 Nielsen)
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An everyday employee is 2x trusted vs. Chief Executive (2013 Edelman Trust Barometer)
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http://trust.edelman.com/
Customers WANT to talk to employees
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Employees want to talk too, but… !
They often don’t know what to say or don’t want to say the wrong thing.
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Engaged employees produce 2x as much work product in the time as unengaged employees
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40% – 80% of customer satisfaction is affected by employee attitudes
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Employees Matter
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Be a talent agent, not a police officer !
Find the stars inside your organization Enable and empower the masses
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What’s in bounds?
What’s out of bounds?
Who to escalate things to?
public facing youtube video
salesforce.com/socialmediapolicyEvery Employee is responsible for reading and adhering to the rules.
Establish Social Media Guidelines
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Determine Objectives
Share of Voice
# of MVPs
Awards Won
Engagement Coverage
Video Views
Subscribers
Posts & Comments
Facebook Engagement
Score
Sentiment
# of Employees Trained
# of Influencers Engaged
Audit Score
Downloads
Attendees
Quality of Engagement
Share of Conversation
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http://en.community.dell.com/dell-blogs/direct2dell/b/direct2dell/archive/2012/04/23/dell-engaging-channel-partners-with-new-social-media-training-campaign.aspx
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Build Proficiency Among Employees
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Create Collaborative Infrastructure
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Who’s contributing on your company’s behalf. Score how users rank in influence, and knowledge leadership. Leader boards create competition.
Identify Users
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Browser plugin gives constant access to Addvocate. Suggest content for employees to send out. Notifications update employees with messages, updates, key links. Promote the most pressing content.
Amplify Messages
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What content is driving clicks & shares? Who are your top traffic drivers. Discover multi-generational sharing of content. Learn more about your social customers.
Measure Results
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Get Your People Mobile
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Gamify Employee Participation
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Thank You !!
@marcusnelson CEO/Founder of Addvocate
!!
Former Head of Social Media at salesforce.com
@marcusnelson #CRE2013