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Empowering Employee Advocates - Brand Advocacy

Date post: 29-Jan-2015
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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. #employeeadvocacy
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@marcusnelson #SMSSummit Empow e r in g Emplo yee Addvoc a t e s @m a rcusnelson #CRE2013
Transcript
Page 1: Empowering Employee Advocates - Brand Advocacy

@marcusnelson #SMSSummit

Empowering Employee Addvocates

@marcusnelson #CRE2013

Page 2: Empowering Employee Advocates - Brand Advocacy

@marcusnelson #SMSSummit

@marcusnelson CEO/Founder of Addvocate !!Former Head of Social Media at Salesforce.com

@marcusnelson #CRE2013

Page 3: Empowering Employee Advocates - Brand Advocacy

@marcusnelson #SMSSummit

Trust. Loyalty. Rapport.

@marcusnelson #CRE2013

Page 4: Empowering Employee Advocates - Brand Advocacy

@marcusnelson #SMSSummit

90% trust recommendations from people they know. 70% trust consumer opinions posted online. 14% trust advertising

@marcusnelson #CRE2013

(2009 Nielsen)

Page 5: Empowering Employee Advocates - Brand Advocacy

@marcusnelson #SMSSummit

An everyday employee is 2x trusted vs. Chief Executive (2013 Edelman Trust Barometer)

@marcusnelson #CRE2013

Page 6: Empowering Employee Advocates - Brand Advocacy

@marcusnelson #SMSSummit

http://trust.edelman.com/

Customers WANT to talk to employees

@marcusnelson #CRE2013

Page 7: Empowering Employee Advocates - Brand Advocacy

@marcusnelson #SMSSummit@marcusnelson #CRE2013

Employees want to talk too, but… !

They often don’t know what to say or don’t want to say the wrong thing.

Page 8: Empowering Employee Advocates - Brand Advocacy

@marcusnelson #SMSSummit@marcusnelson #CRE2013

Engaged employees produce 2x as much work product in the time as unengaged employees

Page 9: Empowering Employee Advocates - Brand Advocacy

@marcusnelson #SMSSummit@marcusnelson #CRE2013

40% – 80% of customer satisfaction is affected by employee attitudes

Page 10: Empowering Employee Advocates - Brand Advocacy

@marcusnelson #SMSSummit@marcusnelson #CRE2013

Employees Matter

Page 11: Empowering Employee Advocates - Brand Advocacy

@marcusnelson #SMSSummit

Be a talent agent, not a police officer !

Find the stars inside your organization Enable and empower the masses

@marcusnelson #CRE2013

Page 12: Empowering Employee Advocates - Brand Advocacy

@marcusnelson #SMSSummit

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

@marcusnelson #CRE2013

Page 13: Empowering Employee Advocates - Brand Advocacy

@marcusnelson #SMSSummit

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

@marcusnelson #CRE2013

Page 14: Empowering Employee Advocates - Brand Advocacy

@marcusnelson #SMSSummit

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

@marcusnelson #CRE2013

Build Proficiency Among Employees

Page 15: Empowering Employee Advocates - Brand Advocacy

@marcusnelson #SMSSummit

Create Collaborative Infrastructure

@marcusnelson #CRE2013

Page 16: Empowering Employee Advocates - Brand Advocacy

@marcusnelson #SMSSummit

Who’s contributing on your company’s behalf. Score how users rank in influence, and knowledge leadership. Leader boards create competition.

Identify Users

@marcusnelson #CRE2013

Page 17: Empowering Employee Advocates - Brand Advocacy

@marcusnelson #SMSSummit

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

@marcusnelson #CRE2013

Page 18: Empowering Employee Advocates - Brand Advocacy

@marcusnelson #SMSSummit

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

@marcusnelson #CRE2013

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@marcusnelson #SMSSummit

Get Your People Mobile

@marcusnelson #CRE2013

Page 20: Empowering Employee Advocates - Brand Advocacy

@marcusnelson #SMSSummit

Gamify Employee Participation

@marcusnelson #CRE2013

Page 21: Empowering Employee Advocates - Brand Advocacy

@marcusnelson #SMSSummit

Thank You !!

@marcusnelson CEO/Founder of Addvocate

!!

Former Head of Social Media at salesforce.com

@marcusnelson #CRE2013


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