marketing profs webinar-2013_mostpowerfulbrand_vslideshare
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This presentation was a MarketingProfs PRO Seminar, originally presented on September 12, 2013 Supercharge Your Brand: How Companywide Empowerment Drives Social Media Advocacy Abstract of the web seminar: In this MarketingProfs PRO seminar, you’ll learn how empowering your employees, customers, and partners to use social media to drive engagement, create meaningful customer relationships, and engage in real-time conversations can help increase your brand awareness and revenues, while decreasing your marketing, sales, and customer service costs. If you want to register to listen to the replay ($129.00) go to: http://www.marketingprofs.com/marketing/online-seminars/659TRANSCRIPT
@cboudreaux @sfemerick
Supercharge Your Brand:
How Companywide Empowerment
Drives Social Media Advocacy
By the authors of The Most Powerful Brand on Earth
Susan Emerick@sfemerick
Chris Boudreaux@cboudreaux
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@cboudreaux @sfemerick
Before a revolution,
everyone says it’s impossible.
Afterward, everyone says it was
inevitable.
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@cboudreaux @sfemerick
Brands hesitate to empower employees and partners
for reasons of fear or uncertainty.① Fear of damage to brand reputation② Regulatory concerns③ Hesitance to dis-intermediate the marketing team from customers④ Don’t want employees creating brand assets that the brand does not
own⑤ Unsure how to begin
Common Reasons Brands Hesitate to Empower Employees in Social Media
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This session explains why you should empower
employees in social media, and some tips to do it.
Contents of Today’s Session
1.Why you should empower employees and partners in social media:
Generate greater awareness and revenues while decreasing costs of Marketing,
Selling, Customer service and recruiting
2.Proven Model
•The surprising dynamics of online influence and how to leverage them
•Skills that employees need to effectively engage in public, real-time conversations
•How to plan, execute, and manage development of employee relationships online
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@cboudreaux @sfemerick
Trust matters in a world where 63% of people need to
hear a message 3-5 times to believe it.
Once4%
Twice14%
Three Times
35%
Four or Five Times29%
Six to Nine Times6%
Ten or More
Times12%
Survey Question
How many times in general do you need to hear something about a
specific company to believe that information is likely to be true?
Survey Population: Informed Publics ages 25 – 64 in 25 countries Source: Edelman. “2012 Edelman Trust Barometer.” http://bit.ly/Edelman-2012.
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@cboudreaux @sfemerick
Trust in social media is rapidly increasing.
“Trust a Great Deal”; Informed Publics ages 25 – 64 in 20 countries. Source: Nielsen Global Trust in Advertising Survey, Q3 2011.
Survey Question
How much do you trust each of the following places as a source
of information about a company?
29%
32%
22%
26%
8%
13%14%
16%
+10%+10%
+18%+18%
+75%+75%+23%+23%
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@cboudreaux @sfemerick
Social media strongly impact organic search engine
results.
• Facebook Shares
• Backlinks
• Facebook Total
• Facebook Comments
• Facebook Likes
• Tweets
Source: SearchMetrics. “Facebook and Twitter Shares Closely Linked with High Google Search Rankings”. 7 June 2012. www.searchmetrics.com.
Most Influential Factors in Organic Search Performance
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Sales correlate with the total number of people who
advocate for a brand -- across industries.
• On average, 53% of changes in
online and offline sales can be
attributed to changes in the
number of people advocating for
a brand online
• Not the number of online
messages or posts about a brand
Monthly Change in Online Promoters v. Monthly
Change in Sales
Monthly Change in Total Online Promoters
Mo
nth
ly C
ha
ng
e i
n S
ale
s
Sources:
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@cboudreaux @sfemerick
Summary, so far…
Increasing
Resistance to
New
Messages
Increasing
Trust in
Social
Media
Social
Drives
Organic
Search
Need to Do
More With
The Same or
Less
Revenues
Correlate
With
Advocates
Increase social media in
the marketing mix!!
Increase social media in
the marketing mix!!
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@cboudreaux @sfemerick
Your marketing and communications teams can not
produce enough content.
Two-thirds of B2B content marketers find
it difficult to produce enough content.
Half struggle with producing the kind of
content that engages.
Source: Bob Pulizzi and Ann Handley.“B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends — North America.
Marketing Profs and Content Marketing Institute, 2013. http://bit.ly/B2BBench.
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People trust advertising from people they know.
92%
70%
58%
50%
46 - 47%
40 - 42%
Survey Question
To what extent do you trust
the following forms of
advertising?
Source: Nielsen Global Trust in Advertising Survey, Q3 2011.
Trust Don’t Trust
92%
70%
58%
50%
47%
40%
33%
30%
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@cboudreaux @sfemerick
People trust employees more than official brand
sources.
Survey Question
Respondents who replied “extremely credible” or “very credible” to the following question:If you heard information about a company from one of these people, how credible would that information be?
Employees
Non-Employees
Source: Edelman. “2012 Edelman Trust Barometer.” http://bit.ly/Edelman-2012.
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@cboudreaux @sfemerick
Traffic from employee-owned social media converts
at a significantly higher rate.
Source: Susan Emerick, “IBM Select Social Eminence Program, 3Q 2012 Measurement Framework Pilot”. September 2012.
Conversion Rate by Traffic Source
IBM - 2012
> 2x Conversion RateC
on
ve
rsio
n R
ate
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@cboudreaux @sfemerick
Your professional communicators can not develop
relationships with all of your customers.
Your
Marketing
Team
Your
Experts
Your
Employees
Your
Customers
Engage the
Influencers!!!
Engage the
Influencers!!!
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@cboudreaux @sfemerick
You must focus on more than select Influencers.
The Reality of Online Influence
1.Past influence ≠ Future influence
2.50% of product adoption is explained
by homophily (people like me), not
influence
3.Influencers may be tough to find (e.g.,
Velvet rope communities)
Implications for Influencer Management
The most successful influencer
relationship programs
1.Spread their efforts across a wider
portfolio of influencers
2.Help employees establish their own
influence, at multiple levels
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@cboudreaux @sfemerick
Summary, so far…
Increasing Resistance to
New Messages
Increasing Trust in
Social Media
Social Drives Organic Search
Need to Do More With
The Same or Less
Revenues Correlate
With Advocates
Can’t Produce Enough
Content Influencers (partial
solution)
People Trust People Like
Them
People Trust Experts and Employees
Employee Conversion
Rate is Higher
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@cboudreaux @sfemerick
How will your brand empower
employees and partners to nurture
relationships in social media?
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@cboudreaux @sfemerick
Keys to Successful Employee and Partner Empowerment
• Focus on Relationships
• Enable Individuals
• Create a Scalable Structure
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2
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@cboudreaux @sfemerick
Focus on Relationships
People-Centric Relationships
• Social strategies focus on people
and relationships
• Create opportunities for audiences
to establish relationships with
“people like me”
• Employees and partners extend
their reputation online for the
benefit of the brand
1
Typical Approach to Social Media
• Venues and technologies
• Brand presence
• Difficult to show empathy and
passion
@cboudreaux @sfemerick
Relationship Ecosystem
Topic A Influencers Topic B Influencers
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@cboudreaux @sfemerick
Influencing conversations online requires a portfolio
approach that leverages employees.
INFLUENCE
People trust experts and employees
Experts and real employees earn more
trust than corporate voices and
executives
HOMOPHILY
Shared interests
We all form relationships with people we
perceive to be like ourselves
EMPLOYEE DIVERSITY
This is how you scale…
But it conflicts with traditional marketer mentality of control
@cboudreaux @sfemerick
Enable each individual.
Desire to Engage
2
Source: The Most Powerful Brand on Earth, 2013
Source: The Most Powerful Brand on Earth (Prentice-Hall 2013).
• Desire to build relationships and share expertise
• Desire to advance skills for the benefit of the brand
Evolutio
n of t
he Soci
al Em
ployee
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@cboudreaux @sfemerick
Enable each individual.
Desire to Engage
Self Understanding
2
Source: The Most Powerful Brand on Earth, 2013
Source: The Most Powerful Brand on Earth (Prentice-Hall 2013).
• Understands personal behaviors and preferences
• Understands business goals
Evolutio
n of t
he Soci
al Em
ployee
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@cboudreaux @sfemerick
Enable each individual.
Desire to Engage
Self Understanding
Attendance and Listening
2
Source: The Most Powerful Brand on Earth, 2013
Source: The Most Powerful Brand on Earth (Prentice-Hall 2013).
• Engages personal networks
• Adapts participation and
content by topic, audienceEvolutio
n of t
he Soci
al Em
ployee
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@cboudreaux @sfemerick
Enable each individual.
Desire to Engage
Self Understanding
Attendance and Listening
Professional Presence
2
Source: The Most Powerful Brand on Earth, 2013
Source: The Most Powerful Brand on Earth (Prentice-Hall 2013).
• Establishes a professional
presence online
• Represents professional expertise
Evolutio
n of t
he Soci
al Em
ployee
25
@cboudreaux @sfemerick
Enable each individual.
Desire to Engage
Self Understanding
Attendance and Listening
Professional Participation
Professional Presence
2
Source: The Most Powerful Brand on Earth, 2013
Source: The Most Powerful Brand on Earth (Prentice-Hall 2013).
Evolutio
n of t
he Soci
al Em
ployee
• Answers questions
• Builds on what other people say
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@cboudreaux @sfemerick
Enable each individual.
Desire to Engage
Self Understanding
Attendance and Listening
Professional Participation
Professional Presence
Community Facilitation
2
Source: The Most Powerful Brand on Earth, 2013
Source: The Most Powerful Brand on Earth (Prentice-Hall 2013).
Evolutio
n of t
he Soci
al Em
ployee
• Leads a network or community
• Is a Spokesperson or thought
leader
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@cboudreaux @sfemerick
Enable each individual.
Desire to Engage
Self Understanding
Attendance and Listening
Professional Participation
Professional Presence
Community Facilitation
Community Leadership
Evolutio
n of t
he Soci
al Em
ployee
2
Source: The Most Powerful Brand on Earth, 2013
Source: The Most Powerful Brand on Earth (Prentice-Hall 2013).
• Influences conversations
• Creates significant conversions
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@cboudreaux @sfemerick
Traffic from employee-owned social media converts
at a significantly higher rate.
Source: Susan Emerick, “IBM Select Social Eminence Program, 3Q 2012 Measurement Framework Pilot”. September 2012.
Conversion Rate by Traffic Source
IBM - 2012
> 2x Conversion RateC
on
ve
rsio
n R
ate
29
@cboudreaux @sfemerick
So, how do you do all of this at scale?
@cboudreaux @sfemerick
• Permission is not enough
• Traditional influencer outreach
is only part of the solution
• PR approaches and tools break
at this scale
• Provide knowledge and tools
Lead
Prepare Perform
• Relationships
• Conversations
• Tactics
• Capabilities
• Operating Model
• MeasurementSource: The Most Powerful Brand on Earth.
Source: The Most Powerful Brand on Earth (Prentice-Hall 2013).
Right Employee
Right Content
Right Audience
Right Interaction
3 Create scalable structure.
@cboudreaux @sfemerick
Behavioral preferences
Skills
Market + Social
Intelligence
Marketing
Change Agent
Employees and
Partners
Influencers &
“People like me”
Analytics
Expertise
Online & Offline
presence
Equip each employee or partner for targeted outreach
and relationship development.
@cboudreaux @sfemerick
Employees and
Partners
Social media marketers are change agents who
mobilize employees and partners.
• Oversee for all aspects
of a social empowerment program
• Act as the personal conduit, coach
and trainer to employees and
partners
• Identify, educate and empower
Marketing Change
Agent
Customers,
Candidates, etc.
The New Role of The Social Media Marketer
@cboudreaux @sfemerick
Your next steps depend on where you are today.
Getting Started
• Employee inventory and segmentation
• Existing influencer relationships and
activities
• Understand the conversation
• Benchmark performance and set targets
for change
Develop an action plan
• Identify employees who have built an
influential presence in social media, and
determine how you can help them
achieve more impact.
• Too focused on too few influencers? Grow
the portfolio of influencers that you
nurture.
• Conduct research to better understand
where influencers who are important to
your brand engage online. Do you need to
adjustment the venues where you
engage?
@cboudreaux @sfemerick
Connect with today’s speakers
The Most Powerful Brand On Earth: How to Transform Teams, Empower Employees, Integrate
Partners, and Mobilize Customers to Beat the Competition in
Digital and Social Media
Susan Emerick leads enterprise social business programs for IBM. As an author, speaker, and adjunct
professor, Susan helps marketers use social and digital media to foster long-term, high-value relationships
with clients, prospects, partners, colleagues, and communities. Beginning in 2008, Susan helped establish a
social insights practice at IBM, to continually develop social listening insights that drive marketing planning
and social engagement strategies. This IBM initiative was awarded the 2010 SAMMY (Social Advertising, Media
and Marketing) for Best Socialized Business.
susanemerick.com @sfemerick linkedin.com/in/sfemerick/ bit.ly/susan-emerick
Chris Boudreaux helps large brands transform their business operations through digital and social media. He
also has global responsibility for social media technology offerings at a leading technology and management
consultancy. In 2008, he created SocialMediaGovernance.com to help organizations get the most from their
social media efforts. In 2011, he coauthored The Social Media Management Handbook (Wiley & Sons), and his
studies of social media have been referenced by corporations, governments, industry analysts and nonprofits
around the world. He also led business development and marketing at two online start-ups, one of which was
acquired by Glam Media.
socialmediagovernance.com @cboudreaux linkedin.com/in/chrisboudreaux bit.ly/cboudreaux