the social champion
DESCRIPTION
Activating the social employeeTRANSCRIPT
Social Media Service Group
The Social Champion Employee Activation
1
Global Marketing
TO:
• Individualized Information
• Conversation, Connections, Stories
• People and Relationships to connect and build
• Rapid Response/Agility
• Real Time
• Facts and Feelings
• Powerful Networks
• Communities
• Listen and Collaborate
• Leadership and Bottoms Up too
• Empowered Employees and subject matter experts
FROM:
• Mass Media
• Control and Push Messaging
• Institutions to distribute and connect
• Issue Management
• Deadlines
• Just the Facts
• Powerful Media
• Target Audiences
• Announce/All answers
• Top Down
• Corporate Spokesperson
2 Confidential
Social Organizations and Businesses Think Different
11/12/2012
The Social Business...a journey back in time …
Global Marketing
The Neighborhood Business
Great Business Fundamentals
• Think back 60+ years ago
• What made the neighborhood businesses thrive?
• Think about your favorite family restaurant – local to where you lived and grew up
• What practical and pragmatic approaches did they take to satisfy and build loyal customers?
• Can we achieve the same customer intimacy and success today?
Global Marketing
Listen; Conversations
High Trust
Convenient Personal
The more things change, the more they stay the same.
Confidential, Subject to Non-Disclosure Agreement
Global Marketing
Business grew and succeeded based on word of mouth
and they still do
… more so with the social Web
A different business approach to social media
7 Confidential
We need to build one-to-one trust-based relationships with customers, partners and team members.
Social Media Services Group
It’s Neighborhood Business Back to the Future
9
Customers and businesses are in this together…
More than ever – a company’s brand is influenced by what consumers are saying about the brand
Confidential
90% trust recommendations from people they know. 70% trust consumer opinions posted online. 14% trust advertising (Nielsen)
How companies market, sell to and support their customers is changing…
What roles do employees play in this transformation? How do you activate employees?
An everyday employee is 2x more trusted vs. Chief Executive
(Edelman Trust Barometer, ‘13)
The world of brand loyalty has changed customer-initiated touchpoints between transactions, and the creation of value beyond just product
11 Article: How Top Brands Pull Customers into Orbit, Mark Bonchek, Harvard Business Review 2012
The traditional marketing funnel is being usurped by the loyalty loop. The purchase decision is informed by ‘WOM” (friends, influencers) and brand loyalty.
FRIENDS
THIRD
PARTY SMEs
New paradigm: Social commerce
Old paradigm: e-commerce
Confidential, Subject to Non-Disclosure Agreement
Global Marketing
Hosted
Communities
Support
Mastery & Use
Affinity
Ideation
External Community
External Community
External Community
External Community
Extranets
Internal Networks /
Workgroups
Internal
External
Enterprise
Topical Experts
Community
Mass Social Media
Collaboration
Market
Global Marketing
How companies organize for social media:
• Holistic: Everyone is in customer service and support and any employee who wants to be social is enabled
• Dell & Best Buy’s Twelpforce are examples
Confidential 13 10/28/2013
Source: Survey of 140 Corporate Social Strategists, Altimeter Group, November 2010
Global Marketing
Some customers are here…
14
Social Media Services Group 15
…more are here
….very few are connected and lit up Social Businesses
Confidential
Not just a campaign, but in harmony across the fabric of a company
Product Development
• Feedback Loop • Early Warning • New Product Ideation
Marketing
• Demand Forecast • Lead Generation • Message Reach
Online Presence
• Ratings & Reviews • Communities • Customer Stories
Sales
• Collaboration • Thought Leadership • Blogs
Customer Service
• Listening • Support Widgets • Outreach
Communication
• Rich Media • Brand Reputation • Influence • Reputation
Key Challenges Leadership buy-in
Scaling beyond a dedicated team Content, content, content
Building influence Community strategies
ROI
… employees are your company’s rock stars
19
Global Marketing
Amplification is not enough
Source: http://blog.hubspot.com/blog/tabid/6307/bid/14353/60-of-Social-Media-Messages-are-Links-to-Published-Content-Data.aspx
Confidential 20
Global Marketing 21 Image thanks to Hugh McLeod @Gapingvoid
Global Marketing
From News & Events to Storytelling with Meaning 22
Global Marketing
Beyond Publication and “Telling” to Sharing and Connecting
23
Global Marketing Image thanks to Hugh McLeod @Gapingvoid
Global Marketing
The Program’s road needs to be paved
Global Marketing
Building the foundation
26
Social Media Services
“Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we’ve always been. The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.” –Michael Dell
27
Leadership Support
Global Marketing
Establish effective governance, policy and strategy
28 Confidential
Global Marketing
Companies need to guide team members participation in the social media space via education
29
Global Marketing
Stronger platforms empower
30
Global Marketing
Then what? * Councils * Communication * Listening * Events * Internal Social Media * Advanced Programs
31 Confidential
Global Marketing
Measuring
32 Confidential 10/30/2013
Global Marketing
Let’s start engaging…
33 Confidential 10/28/2013
Rishi Dave | Inside Out
Eric Nystrom Director, Social Media Services Group
@ericnystromsays