Social media challenges a company's credibility every day and users seem to become more and more immune to corporate communication. Should the marketing or the PR team be the owner of a brand’s social media channels? Can employee advocacy change the way we work with marketing and communication? Mads Cramer, Commercial & Digital Director at Geelmuyden Kiese, is here to challenge you to think out of the box when it comes to employee advocacy and to help you activate the superpowers of your team on social. Join this webinar to: - build credibility and topicality in your social media presence by identifying the great stories in and around the organization - activate PR and turn your employees into trustworthy ambassadors for your brand - understand and turn on the new value exchange between organization and employee

1. Geelmuyden Kiese

2. Geelmuyden Kiese
Employee Advocacy
Mads Cramer, Commercial & Digital Director

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We are the
strongest provider
of products and
services within….
Brand
Ambassador
” Yesterday I saw
this interesting
article and I think
you …”

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The good
intentions are
no longer
enough
Business
Development
Target Group
Insights
Communication
and products
This is
where the
magic
happens

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CUSTOMERS
INSIGHTS
BRAND
SHARED
CONVERSATIONS
INFORMATIVE CONTENT
EMPLOYEE CONTENT
BRANDED CONTENT
SALES CAMPAIGNS
CORPORATE NEWS
CUSTOMER SERVICE
Channels at the end

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The digital media has changed
Websites: From one-way communication to data-driven dialogue marketing
Media: From printed newspapers to commercial digital content
Facebook: From friends and family to opinions and news
LinkedIn: From recruitment to business
Twitter: From politicians to politicians, news and journalists
Instagram: From everyday images to the edited visual expression
YouTube: From How-To Videos to professional Youtubers

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Personligt Professionelt
BLOGS AND
REVIEWSITE
S
LINKEDIN
YOUTUBEINSTAGRAM
FACEBOOK
TWITTER
PROFESSIONELLE
SAMTALER
PRIVATE
SAMTALER
SNAPCHAT

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Head of Communication Head of marketing
ATL
Mediaspend
External events
Lead activities
KPI’er
Brand
Internal comm.
PR
Crises communication
Mangement comms.
Content?
Web?
SoMe?
1:1?
Loyalty program?
Thought
Leadership?
Employee
Advocacy?

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A paradigm shift
Communication
Company PR
Executive PR
External brand activities
Strategic business development
Marketing
Creative display marketing
Thought leader content
marketing.

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Could Employee Advocacy change the way we work
with communication and marketing?

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• From corporate communication/PR to
executive branding
• From fairs/product events to digital
thought leaders
• From classic advertising to employee
ambassadors
• From employer branding/recruitment
campaigns to Employees on LinkedIn
• From tele marketing to social selling

19. Geelmuyden Kiese
Employee Advocacy at organisational scale
Executive
Branding
Thought
Leadership
Ambassador
• CEO and top executive level
• Creating trust and new important business connections (KPI:Volume + VIP stakeholders)
• LinkedIn and Twitter as a primary channels (1:1 training )
• PR as leverage to show business success
• Product and industry experts.
• Showing expertise and demonstrating market leader position. (KPI: The right conversations)
• LinkedIn, Twitter as a primary channels. (Online training program + workshops)
• Whitepaper content and PR as genre to show area knowledge.
• All employees
• Creating culture and workplace pride (KPI: Reach)
• LinkedIn and Facebook as a primary channels (Online training program + guidelines)
• Corporate content hub as a driver to digital sharing.
5
50
500

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STEP1: Profile brush up
STEP 2: Building connections
STEP 3: Content sharing
STEP 4: Working with leads
STEP 5: Content creation
STEP 6: Spokesperson training
E-LEARNING
CONTENT ACCES
WORKSHOP WITH CASES
WORKSHOPS SMALL TEAMS
1:1 TRAINING

27. Geelmuyden Kiese
50 ambassadors are more worth than 50.000 Facebook fans
Company
1
Social Media Fans
(Facebook)
50,000
Org. reach avg.
4%
Organic reach total
2,000
Ambassador
50
Connections LinkedIn (Avg.)
400
Org. reach avg.
60%
Organic reach total
12,000

28. Geelmuyden Kiese
2016
Pull
I have something I hope you
need!
Have you heard about this?
He’s too late...
It’s to soon!
That’s exactly
what I need!
I need this – like yesterday!!!
2006
Push

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EA supporting
customer service

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EA supporting
collaboration with
new partners

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EA supporting PR
and business
success stories

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EA supporting CSR
and partnership
communication

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EA supporting
work culture

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EA supporting
knowledge sharing

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If it doesn't feel
right –
its unlikely it feels
great for your
target group!

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What's in it for me?
Professional
recognition
Recruitment
opportunities
Keep updated on
industry news and trends
Better connection to
internal stakeholders
Strengthen the internal
network in a large
organization
Stronger professional
network

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The value exchange: company / employee
RECOGNIZED AND TRUSTWORTHY RELALIBLE AND AUTHENTIC

45. Geelmuyden Kiese
CFO
”What happens if we
invest in developing our
people and they leave?”
CEO
”What happens if
we don’t and they
stay?”

46. Geelmuyden Kiese
Updated legal terms of working with EA
Medarbejdere som deler indhold om deres arbejdsplads på deres private sociale medier
Forbrugerombudsmanden tilkendegav ved et informationsmøde i marts, at det kan blive anset for at være skjult reklame
for virksomheden, når en virksomheds medarbejdere deler opslag på deres private sociale medier om deres arbejdsplads.
Om der er tale om skjult reklame, vil dog afhænge af omstændighederne.
Der skal som udgangspunkt sondres mellem to situationer:
1) Virksomheden opfordrer sine medarbejdere til at dele opslag om virksomheden på medarbejdernes
private sociale medier eller kommentere på virksomhedens Facebook- eller Instagramprofil og
2) Medarbejderen deler opslag om sin arbejdsplads eller kommenterer af egen fri vilje på private sociale medier.
Efter Forbrugerombudsmandens holdning vil situation 1 klart være skjult reklame (og opslag skal derfor markeres
tydeligt med "Reklame" eller "Jeg er ansat hos […]"), mens situation 2 under visse omstændigheder kan være skjult
reklame.
Udfordringen kan særligt være, hvis medarbejdernes opslag bliver delt og personer, som de ikke har en relation til, ser
opslaget uden at være klar over, hvor de er ansat. For at undgå risikoen for en sag, og idet Forbrugerombudsmanden har
stor fokus på dette område, vil vi derfor anbefale at opslag fra medarbejdere markeres som reklame, medmindre det
tydeligt fremgå, at medarbejderen er ansat i den pågældende virksomhed. Dette er fx ofte tilfældet, hvis der deles via
Linkedin.

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Feel free to connect

48. Q&A

49. Thanks.