how sas makes social media practical for employees
TRANSCRIPT
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A Quick Question For You:
Are employees at your company active on social media on behalf of the brand?
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Why Company Communications And Employee Advocacy Matter
Now More Than Ever
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The Problem Facing Today’s Global Enterprises
Technology has changed the way we communicateCompanies need to communicate with employees in a more personalized way that mirrors how we all interact in our everyday lives.
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Why Companies Must Evolve
Companies that transform the way they communicate will have more connected and informed employees.
Those that fail to adapt to a modern method of communications face a disconnected, unengaged workforce. This costs the company time and money.
Informed employees are more productive, engaged, and more likely to become advocates for your brand.
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What business challenges was SAS facing?
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Challenges SAS Needed To Overcome
Adoption to social media amongst employees was scattered and inconsistent
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Challenges SAS Needed To Overcome
Employees voiced their eagerness to become more proficient with social media but there was a lack of
organization and training to assist them
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Challenges SAS Needed To Overcome
Needed a way to strengthen the online reputations and social influence of employees
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Challenges SAS Needed To Overcome
Wanted to reward early adopters for influencing those who weren’t convinced of the personal
and business value of social media
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What Were The Goals For The Program?
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Goals Of The SAS Program
Organizational Goals for SAS:
o Increase awareness and share of voice
o Reinforce SAS’ infamous company culture through online conversations
o Use employee reach to amplify relevant content with an authentic voice
o Increase conversions on SAS.com
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Goals Of The SAS Program
Goals for SAS employees:
o Allow access to exclusive training courses, tools and one-on-one coaching from social media experts
o Strengthen individual reputations and social influence
o Acquire tactics for consistent social media use, like hacks, time-savers and free tools
o Find or increase the value of using social professionally (use it to solve problems, learn, build relationships)
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How Did You Solve These Problems In Order To Accomplish Your Goals?
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Launching The SAS Program
o Invited a small group of employees identified as exemplary social media practitioners
o Chose employees in 25 departments, from 25 of the 55 countries where SAS has an office
o Aligned with existing resources/programs (social selling, content marketing, thought-leadership)
o Required a 1 hour Social Media Certification for every employee involved
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How We Recruited SAS Employees To Join
Employees in Phase 1 were individually vetted and selected based on a number of criteria, including:
o Coachable online profiles
o Online influence and reach
o Social media-related job responsibilities
o General interest in social media
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Organization Of The SAS Program
o Mandatory 1-hour eLearning, monthly workshops, calls, and office hours
o Started with 1% of employee base and have since grown to over 3%
o Choosing the right tools is important
o Communication via weekly emails and internal/private groups
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Impact Of The SAS Program: The 140
Learned new skills & tricks
More informed of SAS guidelines & policies
More aware of SAS resources
Gained ideas to improve social media practice
Other
85%
55%
42%
81%
9%
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Impact Of The SAS Program: The 140
94% of employees would recommend The 140 to colleagues
90% of employees involved improved on their social media goals
88% of all employee social chatter re: SAS’ preferred business topics comes from The 140
64 The average number of new LinkedIn connections each employee gained
62 The average number of new Twitter followers each employee added
5% The 140 rank in the top 5% of most viewed SAS employees on LinkedIn
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Where Dynamic Signal Comes In
o A common platform for ALL social sharing
o Other employee programs needed social content to share
o Program leads were participating in The 140:
o Social selling
o Field marketing
o Regional/global programs
o 1-hour eLearning required for seat
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Results Of SAS Using Dynamic Signal
780 employees
128K Shares
82K Reactions
287M Impressions
220K Clicks
Results Since Launch – May 2015