Date post: | 09-Jan-2017 |
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Social Media |
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Laura PowersDirector, Global Social Media Marketing, Cisco@powersla
Employee Advocacy: The Power of An Engaged Social Workforce
2© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
[imagine]
@powersla
3© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
[20,000 Voices]
4© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Employees: The Untapped Marketing Channel
Only 15% trust messages from companies
90% of consumers trust recommendations
from people they know
The average overlap between a brand’s followers and it’s employees’
followers is only 8%
Source: Dynamic Signal 2015@powersla
5© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
New Demand12% increase in Advocacy generates 2X increase
in revenue growth – National Business Research Institute
Social engaged companies are 57% more likely to increase leads – LinkedIn/Altimeter Study
New EngagementSocially engaged companies are 58% more likely to attract top talent – LinkedIn/Altimeter Study
Employees 20% more likely to stay at their companies – LinkedIn/Altimeter Study
New AwarenessEmployees have 10X more followers than corporate social accounts – Cisco Study
90% of their social audience is new To the brand – Dell Study
Employee Advocacy Drives Business Value
@powersla
6© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
93% of employees say they would be good at advocating
for the brand
55% of employees don’t share about the brand because they
are worried they’ll get in trouble
83% of employees see the career benefits of advocating
for a brand
44% of employees don’t know what information they can and
can’t share
BUT BUT
Why Employees Don’t Advocate
Source: SocialChorus 2015@powersla
7© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Social Ambassadors at CiscoShare Your Cisco Story
@powersla
8© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
Benefits of the Program
Enhance your internal and external network
Grow your professional brand and social media
footprint
Get rewarded and recognized
@powersla
9© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Social Ambassador Program: An Integrated 360° Approach
Identify Activate Assess Appreciate Evangelize
@powersla
10© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Identify and Recruit
Internal External
VIP Influencers
Cisco Thought Leaders
and Execs
SME’s &Specialists
Bloggers
Employees Customers/PartnersOther External
Hundreds
Thousands
10’s of Thousands
Cisco Champions
@powersla
11© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11© 2015 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
• Provide social media policy, guidelines and training
• Make it easy to share• Platform with guardrails to ensure all
shared content is brand-safe• Employees in all regions enabled to post
Cisco social content via personal accounts
• Automate amplification process• Access via mobile devices
• Engage with ambassadors on Jive community• Peer to peer support and industry best
practices, tips and tricks
Activate – Easy and Effective
@powersla
12© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Step 1:• Sign the Social Media Policy:
http://cs.co/SocialMediaPolicy
Step 2:• Create your Social Ambassador Hub account: http://
socialambassadorhub.cisco.com/• Step by step guide:
https://cisco.jiveon.com/docs/DOC-1377343Step 3:
Participate in our vibrant community: https://cisco.jiveon.com/groups/ambassador
Become a Social Ambassador Today!
@powersla
13© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Comprehensive Training & CertificationCourse List Examples:
• LinkedIn: How to weave LinkedIn into your marketing mix
• Twitter: Understand how to engage in social conversations on Twitter
• Social Smart: Cisco encourages a socially active workforce, but we want you to be safe and protect both your and Cisco's reputation while on social
• Get Social: Cisco encourages a socially active workforce, but where to get started?
• Make Conversations Not Ads With Twitter Get the latest updates on what's available from Twitter for businesses and get access to Cisco brand assets for Twitter
@powersla
14© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Assess Program Effectiveness
9,162 Employees
587KShares
590MImpressions
735KClicks
276KRTs, Likes, Favorites
@powersla
15© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
#NeverBetter Brand Campaign
Share Content Curated content, LinkedIn
banners, contests, Snapchat geofilters, and exclusive meme
generatorArrive at Office
Push notification on Cisco app, Interior and/or exterior building banners, Cisco Digital Signage, coffee sleeves, intranet, email.
Trend Organically Coordinated posts for LinkedIn trending content and trending
on Twitter
Monitor and Engage Social media wall with real-
time conversation feeds
Employees shared brand content resulting in 138,695 engagements, 96,531 clicks and 88,288,620 organic
impressions
Exceeded lifetime impressions and clicks from previous brand campaign in only 30 days
@powersla
16© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
• Increase number of weekly posts• Gamification/competition
• Engage the right audiences• Influencer match-ups• Community engagement• Buying audiences
• Tie to ABC/123 program for widespread scale
Increase Activity and Optimize Engagements
@powersla
17© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
• Public Recognition• Emails and newsletters• Company events• Executive recognition
• Gamification • Leaderboards & friendly
competition• Exclusive badges• Social ambassador certification
• Exclusive events, briefings, and tools for employee advocates
Appreciate: Recognize and Reward
@powersla
18© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
1. Make it safe: Create clear policies and guidelines for employees
2. Make it easy: Provide the right tools and resources
3. Be authentic: Encourage employees to share their stories
4. Lead by example: Get senior executives involved from day one
5. Never stop promoting: Partner with HR and Employee Comms; reward & recognize participants
6. Set clear goals: Know what you want to accomplish and how you will measure it
6 Steps to Success
@powersla