Engage employees to become your best brand champions using social media and creating brand-defining experiences.

1. BUILD A BRAND-DEFINING
EXPERIENCE THAT WOWS

2. ABOUT PARKER LEPLA
Expertise:
• Brand experience strategy
• Internal branding
• Web and social media strategy
• Marketing communications
• Naming, visual identity and
taglines

3. WHO WE WORK
WITH

4. WHAT IS BRAND?
• The promise you keep with employees
and customers in everything you do
and say
– Built from consistent social experiences
that inspire, engage and build trust
4

5. THE MODEL FOR
BRAND IS SHIFTING

6. THE OLD BRAND MODEL
Customer
Customer Customer
Marketing
Employees
Management
Customer
Brand Customer
Promise
Customer
Customer

7. THE NEW BRAND MODEL
7

8. A NEW PARADIGM
Social Experience
Brand
Promise
8

9. HOW DO YOU DO IT?
9

10. BRAND-DEFINING
EXPERIENCES
Relevant, useful, differentiated
experiences that wow your
employees and customers and bring
your brand into clear definition for
them and their lives.
10

11. AUTHENTICITY IS BRAND
DEFINING
11

12. SURPRISE AND DELIGHT IS
BRAND-DEFINING
Passengers felt
delighted,
recognized and
valued at an
unexpected
moment
12

13. “THE SMALL STUFF” IS BRAND-
DEFINING
• Best Practice meetings and Happy Hour gatherings
to share, regroup and enjoy each other
• Work and Play days = half day vision setting, half
day fun team outing
• “What do you want to learn?” coaching system
• Employee blog showcasing our intellectual POVs
• Facebook contests with fans and clients
13

14. DEMONSTRATIONS OF YOUR CULTURE
ARE BRAND-DEFINING
14

15. WHAT DO THESE HAVE IN
COMMON?
Social
Demonstration Recognition of
of promise individuals
Opportunities
for self-
expression
15

16. QUESTION?
What’s a brand-defining experience you’ve had?
What is your organization’s brand-defining experience?
Are you delivering a similar experience for your
employees?
16

17. 5 ways to engage employees
through SOCIAL BRAND-DEFINING
EXPERIENCES
17

18. TRUE ENGAGEMENT LOOKS AT
EXPERIENCE FROM THEIR POV
18

19. 1. CREATE AN INTERNAL BRAND
COMMUNITY FOR INFORMATION AND
KNOWLEDGE SHARING
19

20. • Employee site that is
almost entirely populated
by employee generated
content
– Showcases
employee talent
– Employee written
blogs
TGI FRIDAYS-UK
20

21. 2. EMPOWER EMPLOYEE THOUGHT
LEADERSHIP AND INNOVATION
Highlight the expertise of
employees through thought
leadership blogs for
clients/customers.
21

22. KODAK USES BLOGS AND TWITTER TO
PROMOTE EMPLOYEE EXPERTS
22
Source: http://smartblogs.com/socialmedia

23. • Create a “Facebook-like” feed on
your intranet for sharing kudos for
others
• Allow people to share those kudos
on Facebook through a LIKE button
• Post employee “wins,” promotions
and other accomplishments on
Facebook or Twitter
• Give employees recommendations
on LinkedIn
• Share praise for jobs well done and
3. RECOGNIZE announce promotions and staff
changes
EMPLOYEES IN ON-BRAND
WAYS 23

24. 24

25. 4. PROVIDE OPPORTUNITIES FOR INPUT
INTO DIRECTION OF COMPANY
Create online
“suggestion box”
for employee ideas
for new
products/services,
enhancements or
suggestions on
company direction
25

26. 5. HIGHLIGHT IMPORTANCE OF
EMPLOYEES IN COMPANY SUCCESS
And, help customers
experience the
brand in action
26

27. BONUS: ENGAGE EMPLOYEES IN
SOCIAL LISTENING AND PROMOTION
• Have employees listen in on
conversations on Twitter, Facebook,
Blogs and LinkedIn for mention of
company’s brand
• Develop strategy for employee
response and engagement in online
conversations about brand
27

28. BRAND-DEFINING ACTS OF
KINDNESS
Followers feel recognized,
valued and heard.
Employees get one-to-one
customer contact.
Source: http://www.trendwatching.com/briefing/
28

29. BENEFITS
• Employees who are more inspired and
engaged:
– Perform at their highest level and are
more productive
– Provide greater service to your customers
– Promote your brand to others more often
and with more passion
– Are more loyal
29

30. GETTING STARTED
30

31. START BY CLEARLY DEFINING YOUR BRAND
31

32. KNOW YOUR EMPLOYEES
• Why they chose to work for you
• What they are looking to accomplish
in life and in work
• What they need in order to
accomplish that
• What motivates them, and makes
them feel appreciated and valued
http://motivationalcartoons.co.uk/tag/goals
32

33. MAP THEIR DESIRED EXPERIENCE
33

34. PRIORITIZE
• Based on strategies that:
– Meet most employee needs/goals
– Create connection among employees and
leadership
– Empower employees to champion the
brand
34

35. MEASURE AND TEST
• Employee adoption and use (surveys and
analytics)
• Adherence to guidelines for use (monitoring)
• Sentiment and morale (monitoring and
surveys)
• Engagement (frequency of sharing,
commenting, contributing via monitoring,
analytics and surveys)
35

36. • #tcbSM4HR on Twitter
• www.onlinebrandex.com (the site for our online brand
experience division)
• www.integratedbrand.com (blog/resources library)
• www.facebook.com/parkerlepla (fan page)
• www.twitter.com/parkerlepla (our Twitter account)
• www.slideshare.net/parkerlepla (our presentation site)
• My email: jent@parkerlepla.com
QUESTIONS?
36