Más contenido relacionado Más de Dynamic Signal (20) The Rise of the Social Employee1. Employee Advocacy Solution
The Rise of the Social Employee
An In-Depth Conversation with
Cheryl and Mark Burgess
Authors of the Social Employee
February 11 2014
2. The Rise of the Social Employee
What does
“Social Employee”
mean?
How can brands partner with social employees to
benefit both the company and its team?
All Content Company Confidential ©2013 Dynamic Signal
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3. Today’s Moderator and Presenters
Presenters
Moderator
AJAY
RAMACHANDRAN
MARK
BURGESS
CHIEF MARKETING AND
PRODUCT OFFICER
DYNAMIC SIGNAL
PRESIDENT OF BLUE FOCUS
MARKETING, CO-AUTHOR OF THE
SOCIAL EMPLOYEE
All Content Company Confidential ©2013 Dynamic Signal
CHERYL
BURGESS
CEO AND CMO OF BLUE
FOCUS MARKETING, COAUTHOR OF THE SOCIAL
EMPLOYEE
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4. About Dynamic Signal
Our Advocacy Marketing Platform helps companies harness the power of employees and
customers by turning them into brand advocates.
Founded in 2010, Dynamic Signal has raised over $25M in venture capital and currently
employs over 50 people headquartered near San Francisco, with remote offices in New
York, Chicago, Austin, Washington DC & London.
$25M in Funding:
All Content Company Confidential ©2013 Dynamic Signal
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5. Employee Advocacy Platform
Content
Convenience
• Crowd-source
• Curate
• Publish & Broadcast
•
•
•
Compliance
Credit
•
•
•
•
Easy to Share
Mobile – Share Anywhere
Relevant Content
Recognition & Rewards
Gamification
Leaderboards
Direct Attribution / Business Impact
All Content Company Confidential ©2013 Dynamic Signal
•
•
•
•
Brand Safe Content
Global Privacy Laws
Regulated Industries
Single Sign-On Security
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6. Featured Clients
Sports & Lifestyle
Entertainment & Media
CPG & Consumer
Financial & Tech
Agencies
& Non-Profit
All Content Company Confidential ©2013 Dynamic Signal
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8. Employee Advocacy Use Cases
Social HR &
Recruiting
Social
Selling
Social
Corp-Comm
EMPLOYEE
ADVOCACY
Social Customer
Experience &
Support
Social
Content
Marketing
Enterprise
Wide
All Content Company Confidential ©2013 Dynamic Signal
Line of
Business
(Products &
Channels)
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9. Employee Advocacy Results
SOCIAL SELLING
B2B technology company empowering top sales
representatives to share thought leadership
content, primarily on LinkedIn and Twitter, to drive
prospects, leads and purchases.
CONTENT MARKETING
Large social technology company empowering
employees to share branded content to create
awareness and drive business outcomes (sales,
marketing, event registrations, etc.)
Employees
918
Employees
Offers
122
Content
Shares
66K
Shares
Clicks
8K
Leads
793
Purchases
87
3,517
612
184K
SOCIAL RECRUITING
Financial & Tech
Enterprise level B2B technology company
focused on empowering select employees to
share job listings to reduce hiring costs and
increase social visibility of open positions within
the company.
Employees
Job Listings
Shares
Clicks
9K
Clicks
Reactions
3K
Applications
Impressions
19M
All Content Company Confidential ©2013 Dynamic Signal
Hires
732
46
52K
5K
156
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9
10. Success stories from IBM, AT&T,
Dell, Cisco, Southwest Airlines,
Adobe, Domo and Acxiom.
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
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11. Source: The Social Employee, Burgess & Burgess, 2014.
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
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12. Brand Benefits of the Social Employee
How do Social
Employees
benefit the
brand?
All Content Company Confidential ©2013 Dynamic Signal
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13. Brand Benefits of the Social Employee
All Content Company Confidential ©2013 Dynamic Signal
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14. Employee Benefits of Advocacy
What do
employees get
out of advocacy?
All Content Company Confidential ©2013 Dynamic Signal
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15. Employee Benefits of Advocacy
Employee
Company
Value
Build Your Personal Brand
Accelerate Your Career
+9%
Customers
+12%
Know What To Share
Profitability
Be a Thought Leader
+18%
Grow Your Social Presence
Make an Impact
Productivity
-34%
Build Employee Engagement
Drive Brand Awareness
Reach Prospects & Customers
Generate Leads & Sales
Accelerate Hiring
Ensure Compliance
Hiring Costs
All Content Company Confidential ©2013 Dynamic Signal
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16. Employee Advocacy Benefits Everyone
Employee
Company
Value
Build Your Personal Brand
Accelerate Your Career
+9%
Customers
+12%
Know What To Share
Profitability
Be a Thought Leader
+18%
Grow Your Social Presence
Make an Impact
Productivity
-34%
Build Employee Engagement
Drive Brand Awareness
Reach Prospects & Customers
Generate Leads & Sales
Accelerate Hiring
Ensure Compliance
Hiring Costs
All Content Company Confidential ©2013 Dynamic Signal
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18. Successful EA Example
These two items have the same volume,
but do they have the same surface?
A bag of marbles has ~300% more surface area
than a softball.
Source: Ethan McCarty - IBM
Corporate Marketing
All Content Company Confidential ©2013 Dynamic Signal
Employees
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20. Prevent Rogue Employees
Employee’s “I Quit”
video now has over
17 million views on
YouTube
Posted by Taco Bell
employee on Facebook
& was instantly shared
nearly 2,000 times
Domino’s rogue
employee video had
over 250K YouTube
views overnight
All Content Company Confidential ©2013 Dynamic Signal
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21. Prevent Rogue Employees
It’s hard to stop angry
employees…
But guardrails do
minimize rogue social
like:
• Posting funny but
inappropriate content
• Sharing IP by mistake due
to excitement
• Announcing product details
before released
• Sharing new hire or role
change details prematurely
All Content Company Confidential ©2013 Dynamic Signal
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22. Prevent Rogue Employees
Step 1
Create a social
media policy
Step 2
Provide the
necessary training
and tools
Step 3
Ensure executives are
leading by example
All Content Company Confidential ©2013 Dynamic Signal
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23. What Can Advocates Do
What activities
can employee
advocates do?
All Content Company Confidential ©2013 Dynamic Signal
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24. What Can Advocates Do
Create
Curate
Distribute
All Content Company Confidential ©2013 Dynamic Signal
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25. How Can Brands Motivate Employees
How can
brands
motivate
employees
to advocate?
All Content Company Confidential ©2013 Dynamic Signal
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26. How Can Brands Motivate Employees
Safe
Easy
Simple
to
reward
All Content Company Confidential ©2013 Dynamic Signal
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27. The Power of Shareable Content
What will
Social
Employees
want to share?
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28. The Power of Shareable Content
“Give employees great content and they’ll
promote your brand.”
All Content Company Confidential ©2013 Dynamic Signal
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30. Making Advocacy Convenient
With mobile, your brand can push content to
your employees’ mobile device, and all they
have to do is swipe to share.
Go to Connect 2014
– Register Now
Social Business Manager
Really looking fwd to taking part
in Connect 2014. It’s going to be
a great event for IBM.
Share this Post:
Go to Connect 2014 –
Register Now
Kasper Risbjerg
Kasper Risbjerg
@kasperrisbjerg
Really looking fwd to
taking part in Connect
2014. It’s going to be a
great event for IBM.
All Content Company Confidential ©2013 Dynamic Signal
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33. Measuring the Impact of Advocacy
How do you
measure the impact
of an Employee
Advocacy Program?
All Content Company Confidential ©2013 Dynamic Signal
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34. Measuring the Impact of Advocacy
Social Ambassadors
cumulatively
outperform all
official brand
channels when
sharing the exact
same piece of
content.*
*Dynamic Signal
customer data
= Company Social Ambassadors
on Dynamic Signal’s Platform
All Content Company Confidential ©2013 Dynamic Signal
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35. Measuring the Impact of Advocacy
Social
Measurements
• Clicks
• Reach
• Shares
• Reactions
Business metrics
• ROI
• Conversions
• New hires
• E-commerce
sales
All Content Company Confidential ©2013 Dynamic Signal
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36. Your Social Employee Journey Starts Here
The Path to Social Employee Activation
1. Discovery/Insight Gathering
• Create a social employee task force
• Surveys/focus groups
• Skills inventory/recruiting
2. Social Media Policy
• Goals/Alignment
• Mission/Vision/Values
• Social Media Guard Rails
3. Employee/Executive Training
Metrics/Results
• Guidance/Mentoring
• Motivation/Incentives/Rewards
• Individual Action Plans
4. Identify Social/Collaborative Platforms
• Approved/Sharable Content delivery
• Delivery Through Employee Trusted
Channels
ID
Social/Collaborative
5. Metrics & Alignment to Goals
Platforms
• Measure Results / KPI’s
• Feedback & Continuous Loop
Discovery
Social Media Policy
Employee/Executive
Training
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
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37. Summary
Key Takeaways
• Employee advocacy is a win-win for
brands and employees
• Give employees the training, leadership,
and tools they need to be successful
advocates
• Advocacy program needs to be opt-in
- But you can motivate employees to
opt-in by making advocacy convenient
with mobile
All Content Company Confidential ©2013 Dynamic Signal
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38. Cheryl Burgess
@ckburgess
Mark Burgess
@mnburgess
Contact Us to Learn More About Social Employee
And Social Executive Workshops for Your Organization
cburgess@bluefocusmarketing.com
mburgess@bluefocusmarketing.com
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
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39. Blue Focus Marketing® is an award-winning social
branding consulting firm. We believe in building brands
from the inside out.
Workshops
Speaking
• Social Employees
• Social Executives
• Content
Marketing
• Social Branding
• Employee
Blogging
• Social Media
Strategy
• IMC
• Social Employees
• Social Executives
• Content
Marketing
Strategy
• Social
Transformation
• Social Business
• Social Branding
Branding
• Employee
Branding
• Brand
Storytelling
• Social Branding
• Social Media
Strategy
• Brand Strategy
Notas del editor - Social employees are a trendThey want to share on social just like they do in their personal livesSmart companies will provide them the tools they need to leverage this trend, like an EA platform