Digital Influence Group SparkTM

Employee Brand Ambassador Program

July 2011

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Digital Influence Group SparkTM leverages the power and potential of the Social Employee to represent the brand in the

growing digital conversation

Why Is It Needed?

• Companies are learning that ALL employees participate in social media and there is massive untapped potential to build the brand with employee support

• Managers are confused and struggling to find ways to get employees involved and maintain participation

• Employees are unsure of what they can and cannot say and do online• Social policies have existed for years, but were created with little insight from

employees or their social media behaviors• Many out-of-the-box social media training programs fail to acknowledge

employees’ individual strengths and engagement preferences

INTRODUCTION

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I need my employer to understand…

It’s not part of my job description, but I enjoy doing it and should be recognized

I don’t know what I can say and what I can’t say about our company

I am representing myself and participate in my own ways – not always the ways you want me to

I don’t know how, nor do I want to, use all of the tools

It’s not about numbers for me, it’s about relationships

THE EMPLOYEE PERSPECTIVE

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are actively using social media to develop their brand and find the right people to participate

are familiar with our social policies and guidelines

want to be involved in the development of our brand programs

recognize that they are representatives of the brand

believe that we are here to support them

are willing to share information about our brand

I need to know my employees…

THE MANAGER PERSPECTIVE

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Digital Influence Group SparkTM identifies and leverages the intersection between social profiling, employee behavioral

preferences and brand objectives

Behavioral Analysis Examples• Forrester Technographics

Ladder• Klout Standard of

Influence• “The 5 Types of

Influencers on the Web” – Lisa Barone

• “Social Media Personality Types” – Gravity7

• Myers Briggs Type Indicator

• Applied Behavior Analysis

• Winslow Human Behavior Test

• Keirsey Temperament Sorter

• ProScan Survey

• Unique set of Social psychological types based on business behaviors

• Maximize types for brand amplification and evangelism

• Relevant connections and relationships

• Employee segmentation

Social Profiling ExamplesDigital Influence Group

SparkTM

IS THE SOLUTION

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UNDERSTANDING SOCIAL INDICATOR TYPESTM

Individuals typically behave in a variety of ways depending on their audience and environment. Social Indicator TypesTM use industry recognized categories to provide a deeper look into what makes individuals a viable candidate for social media participation.

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APPROACH

Identify, enable and empower employees to participate in social media conversations that help build their personal brand and support organizational goals in three simple steps:

1) Custom Survey: Identifies individual behaviors and maximizes participation and opportunity for success

2) Customized Content: Organizations have different goals and different rules for engagement. Training, guidance and mentoring should be unique to each organization and each individual employee

3) Individual Action Plans: Provides relevant content based on an individual’s social behaviors, external and internal opportunities, level of experience and aspirations for representing the brand in social conversations.

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STEP 1: INSIGHT GATHERING

• Interactive survey that captures

individual behaviors and level of

social expertise

• Captures individual preferences

and goals and based on current

activity

• Identifies interests and

challenges

Employee Survey

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Benchmarks

Influencers

Business Goals

Platforms

STEP 2: PERSONALIZED RECOMMENDATION ENGINE

• Training modules aligned to business

objectives and opportunities

• Distribution of brand messages and

opportunities

• Prioritized activities based on time

availability, behaviors and

opportunities for growth

• Key internal and external influencers

database

Customized Brand Content

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STEP 3: CUSTOM SOCIAL ENGAGEMENT PLAN

• Deeper understanding of individual

behaviors

• Custom, individual action plan

based on experience level and

organizational policies

• Details on brand social programs

and ways to get involved

• Distribution of brand messaging for

amplification

Action Plan

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BRAND BENEFITS

• Instantly educate thousands of employees on how to participate in social media on behalf of the brand and frequently update them on the changing social landscape

• Provide consistency in training at a global level

• Define robust social policies based on actual usage

• Develop large scale brand programs employees are willing and able to support

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FOR ADDITIONAL INFORMATION

• Visit http://digitalinfluencegroup.com/spark

• Contact info@digitalinfluencegroup.com to learn how your organization can use Digital Influence Group Spark™ as a part of your overall digital marketing strategy