Komfo webinar - Rethinking employee advocacy on social

transcript

Geelmuyden Kiese

Employee Advocacy Mads Cramer, Commercial & Digital Director

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We are the strongest provider

of products and services within….

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

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

YOUTUBE INSTAGRAM

FACEBOOK

TWITTER

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.

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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.

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

Thanks.