your employees can be your most powerful brand ambassadors
DESCRIPTION
Your employees are already on social media. Why not ask them to become your organization's brand ambassadors on their personal social media accounts so your messages will go viral? They can be trusted to say and do the right things. With a little guidance, and not too many "no-no's," they will be anxious to help their company succeed, because then they will succeed. In this presentation, you will learn: -- Why companies are enlisting employees as brand ambassadors -- Companies that are doing it well. -- The 6 steps to engage your employees as your most trusted advocates. -- Social media policies.TRANSCRIPT
Your Employees Can be Your Most Your Employees Can be Your Most Powerful Brand AmbassadorsPowerful Brand Ambassadors
Your Employees Can be Your Most Your Employees Can be Your Most Powerful Brand AmbassadorsPowerful Brand Ambassadors
PUBLIC RELATIONS Professionals of Long Island
TodayToday’’s Agendas AgendaTodayToday’’s Agendas Agenda
Why companies are enlisting employees as brand ambassadors.
Companies that are doing it well. The 6 Steps to engage your employees as your
most trusted advocates. Social media policies.
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Your employees are on ALREADY on social media. Why not engage them to promote your products, services and brand?
Benefits to Your CompanyBenefits to Your CompanyBenefits to Your CompanyBenefits to Your Company
Retain and attract talent. Burnish your brand. Leverage the viral power of social networks
to reach millions of customers for your products and services.
Create funnel for ideas and innovation. Increase “Earned Media” and reduce cost of
traditional advertising.
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Cisco: Requirements of New Professionals & College StudentsCisco: Requirements of New Professionals & College StudentsCisco: Requirements of New Professionals & College StudentsCisco: Requirements of New Professionals & College Students
Cisco survey of 2,800 college students and recently employed graduates, September 2011
Cisco survey of 2,800 college students and recently employed graduates, September 2011
Survey of 2,800 college students & recently employed grads
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80% said theInternet is as important to their lives as food, air & water!!
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Seriously?Seriously?Seriously?Seriously?
Social Media Improves Social Media Improves the Customer the Customer ExpeExperiencerience
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Social Media PoliciesSocial Media Policies
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“These Online Social Media Principles have been Developed to empower our associates to participate in this new frontier of marketing and communications, represent our Company, and share the optimistic and positive spirits ofour brands.”
Coca-Cola® Social Media PrinciplesCoca-Cola® Social Media Principles S
Coca-Cola has a Social Media Certification Program
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Gap’s Social Media PolicyGap’s Social Media PolicyGap’s Social Media PolicyGap’s Social Media Policy
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Gap’s social media policy for 134,000 employees:-"Keep in mind" -"How to be the best” -“Don't even think about it"
*Ragan.com
Zappos.comZappos.comZappos.comZappos.com
Hundreds of Zappos employees on Twitter. 2.8 million followers of CEO Tony Hsieh. He trusts his employees to “be real and use
their best judgment.”
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“…Personal experience with employees has the greatest impact on executive opinions of our company.”
IBMIBM’’s Social Computing Guideliness Social Computing Guidelines
…“not mass communications, but masses of communicators.”
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Jon Iawata, SVP, Jon Iawata, SVP, Marketing & Communications, IBMMarketing & Communications, IBM
Jon Iawata, SVP, Jon Iawata, SVP, Marketing & Communications, IBMMarketing & Communications, IBM
Cannot control what employees say - but employees can be trusted.
Management knows what its people are talking about on social media.
Strategically, social media drives the business.
YouTube bit.ly/1axz9AO “Social Media as an Internal Tool.”
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Long Island Companies on Social Media
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Henry Schein, Inc.Henry Schein, Inc.Henry Schein, Inc.Henry Schein, Inc.
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New Yorker CartoonNew Yorker CartoonNew Yorker CartoonNew Yorker Cartoon
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Employee Engagement Employee Engagement on Twitter #teamscheinon Twitter #teamscheinEmployee Engagement Employee Engagement on Twitter #teamscheinon Twitter #teamschein
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Bedgear, Inc.Bedgear, Inc.Bedgear, Inc.Bedgear, Inc.
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6 Steps To Engage Your Employees as Brand Ambassadors
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1. Create Social Media Policy1. Create Social Media Policy1. Create Social Media Policy1. Create Social Media Policy
Form a committee including HR, Compliance, CMO, PR Director, Legal Counsel and select employees.
Develop guidelines that promote engagement on social networks.
Keep the “no-no’s” to a minimum. Trust your employees to say the right things.
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2. Survey Employees2. Survey Employees2. Survey Employees2. Survey Employees
What social networks are your employees using?
Analyze their content to determine if they would be reliable “wingmen.”
Are they willing to serve as the company’s brand ambassadors on social media?
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3. Form Pilot Group3. Form Pilot Group3. Form Pilot Group3. Form Pilot Group
Use the survey to identify enthusiastic employees.
Facilitate training sessions.
Integrate social networking with traditional marketing campaigns.
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4. Provide Guidelines and Rewards4. Provide Guidelines and Rewards4. Provide Guidelines and Rewards4. Provide Guidelines and Rewards
Incorporate responsibilities and goals into job descriptions.
Strike a balance between free-wheeling and over-bearing in advising employees what they can and cannot say.
Provide incentives and rewards.
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5. Feed Information to the Pipeline5. Feed Information to the Pipeline5. Feed Information to the Pipeline5. Feed Information to the Pipeline
Create branded blogs, Twitter and LinkedIn accounts for senior executives and share content with pilot group.
Ambassadors comment on senior executive blogs, RT their tweets, share articles on social networking sites.
Employees create their own content within company guidelines for their social media accounts and blogs.
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6. Measure Results6. Measure Results6. Measure Results6. Measure Results
Track business relationships established. Monitor key words to measure search
rankings. Conduct rolling surveys of ambassadors to
assess activity and make course corrections. Create a system to collect information about
customer interactions: complaints and kudos.
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You Need To ---You Need To ---You Need To ---You Need To ---
Communicate social media policy and activities to all employees. Add ambassadors.
Be transparent in all communications. Accept that you cannot exert 100% control of
what employees will say. Trust your employees to do the right things.
They want the company to flourish – because then they will too!
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To SummarizeTo SummarizeTo SummarizeTo Summarize
1. Create a social media policy.2. Survey employees.3. Form pilot group.4. Provide guidelines and rewards.5. Feed information to the pipeline.6. Measure results.
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Social Media GovernanceSocial Media Governance
List and descriptions of 247 Corporate Social Media Policies and Templates.
http://socialmediagovernance.com/policies.
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Jeannette PaladinoWrite Speak [email protected]: 212-308-4364
@jepaladino
jeannettepaladinojeannettepaladino
http://writespeaksell.com
QUESTIONS?COMMENTS
Jeannette Paladino
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THANK YOU FOR ATTENDING!PLEASE LET ME KNOW IF I CAN BE OF HELP TO YOU.