The Rise of the Social Employee
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Slide deck from Dynamic Signal's webinar on February 11, 2014 with employee advocacy experts, Cheryl and Mark Burgess. View the recorded webinar here: https://www.webcaster4.com/Webcast/Page/125/1681 Webinar viewers will: Learn the winning strategies Fortune 500 and Global 50 companies use to leverage employee advocacy programs. Find out how to give your employees guardrails on social media so that employees don’t go rogue on social. See the power of amplifying the reach of your company on social and how to start curating employee-generated content. Learn the key Employee Advocacy KPIs to track and measure employee engagement and advocacy.
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The Rise of the Social Employee
- 1. 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 2
- 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 3
- 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 4
- 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 5
- 6. Featured Clients Sports & Lifestyle Entertainment & Media CPG & Consumer Financial & Tech Agencies & Non-Profit All Content Company Confidential ©2013 Dynamic Signal 6
- 7. Dynamic Signal Platform Content hub Mobile app Choose your channels All Content Company Confidential ©2013 Dynamic Signal 7
- 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) 8
- 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 14 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. 10
- 11. Source: The Social Employee, Burgess & Burgess, 2014. ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. 11
- 12. Brand Benefits of the Social Employee How do Social Employees benefit the brand? All Content Company Confidential ©2013 Dynamic Signal 12
- 13. Brand Benefits of the Social Employee All Content Company Confidential ©2013 Dynamic Signal 13
- 14. Employee Benefits of Advocacy What do employees get out of advocacy? All Content Company Confidential ©2013 Dynamic Signal 14
- 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 15
- 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 16
- 17. Successful EA Example Which brand is #winning at Employee Advocacy? All Content Company Confidential ©2013 Dynamic Signal 17
- 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 18
- 19. Prevent Rogue Employees What can you do about the threat of rogue employees? All Content Company Confidential ©2013 Dynamic Signal 19
- 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 20
- 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 21
- 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 22
- 23. What Can Advocates Do What activities can employee advocates do? All Content Company Confidential ©2013 Dynamic Signal 23
- 24. What Can Advocates Do Create Curate Distribute All Content Company Confidential ©2013 Dynamic Signal 24
- 25. How Can Brands Motivate Employees How can brands motivate employees to advocate? All Content Company Confidential ©2013 Dynamic Signal 25
- 26. How Can Brands Motivate Employees Safe Easy Simple to reward All Content Company Confidential ©2013 Dynamic Signal 26
- 27. The Power of Shareable Content What will Social Employees want to share? All Content Company Confidential ©2013 Dynamic Signal 27
- 28. The Power of Shareable Content “Give employees great content and they’ll promote your brand.” All Content Company Confidential ©2013 Dynamic Signal 28
- 29. Making Advocacy Convenient How do you make employee advocacy convenient? All Content Company Confidential ©2013 Dynamic Signal 29
- 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 30
- 31. Managing Employee Content How do you manage employee created and curated content? All Content Company Confidential ©2013 Dynamic Signal 31
- 32. Managing Employee Content Employees Submit Brand Reviews All Content Company Confidential ©2013 Dynamic Signal Employees Amplify 32
- 33. Measuring the Impact of Advocacy How do you measure the impact of an Employee Advocacy Program? All Content Company Confidential ©2013 Dynamic Signal 33
- 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 34
- 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 35
- 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. 36
- 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 37
- 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. 38
- 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
- 40. Questions? Questions? Ask the experts All Content Company Confidential ©2013 Dynamic Signal 40
Notas do 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