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Employees as Advocates of the Brand - a Rising Trend - Social Media Week 2015.

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Employees as Advocates of the Brand - a Rising Trend - Social Media Week 2015.

In 2015 one of the biggest Social Business trends will be Employee Advocacy – getting engaged employees to become active advocates of the brand. People buy from people they trust, which is especially true in complex B2B settings.

In this presentation we explore how some of the best companies of all sizes and industries are approaching this – What’s their secrets – and discover how one first mover in Denmark, Danske Bank is establishing trust between customers and the bank by activating their employees on social media.

Covered in this session:
– Knowledge around what it takes to build a capable advocacy program.
– A glimpse into how innovative companies are redefining the relationship-building with their customers.
– Insights into how Danske Bank created an Employee Advocacy Program that had a positive business impact in just three months.

In 2015 one of the biggest Social Business trends will be Employee Advocacy – getting engaged employees to become active advocates of the brand. People buy from people they trust, which is especially true in complex B2B settings.

In this presentation we explore how some of the best companies of all sizes and industries are approaching this – What’s their secrets – and discover how one first mover in Denmark, Danske Bank is establishing trust between customers and the bank by activating their employees on social media.

Covered in this session:
– Knowledge around what it takes to build a capable advocacy program.
– A glimpse into how innovative companies are redefining the relationship-building with their customers.
– Insights into how Danske Bank created an Employee Advocacy Program that had a positive business impact in just three months.

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Employees as Advocates of the Brand - a Rising Trend - Social Media Week 2015.

  1. 1. IF YOU CAN TRUST YOUR EMPLOYEES TO RUN AND HELP GROW A BUSINESS, SURELY YOU CAN TRUST THEM TO BE ONLINE
  2. 2. THE CASE OF JUSTINE SACCO
  3. 3. THE CASE OF A BIG IT COMPANY
  4. 4. 5
  5. 5. IBM employees and their expertise are what differentiates the brand
  6. 6. EVERYONE TALKS ABOUT BUILDING A RELATIONSHIP WITH OUR CUSTOMER. WHAT IF WE BUILT ONE WITH OUR EMPLOYEES FIRST
  7. 7. 7X AS EFFECTIVE
  8. 8. KASPER RISBJERG. STRATEGIST. DIGITASLBI. INTERSECTION OF TECH AND PEOPLE. TINKER. OPTIMIST. @KASPERRISBJERG VOLVO. IKEA. MAERSK. DANFOSS.
  9. 9. LET’S GO ON THIS JOURNEY TOGETHER
  10. 10. 13 of online conversations are not about brands at all – they are about categories and the motivations that drive people90% struggle with producing the kind of content that engages. 50% One-third of all marketers and two-thirds of B2B marketers feel challenged to produce enough content2/3 — The Most Powerful Brand on Earth Feel challenged Engaging content Non-brand talks — B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends — MotiveQuest & North Western University Your brand’s official communications cannot do it alone
  11. 11.
  12. 12. ” 84% trust recommendat ions from people they know
  13. 13. consistent,  predictable,  rigid,  1ghtly  controlled,   homogenous  
  14. 14. diverse,  dynamic,  exci1ng,  individualized,  chao1c,   uncontrolled,  unpredictable  
  15. 15. Which would you rather be?
  16. 16. A bag of marbles has roughly 300% more surface area So you want to be bag of marbles to influence markets
  17. 17. New value exchange Employees give your organization authenticity. Your organization lends credibility to employees
  18. 18. 250+ IBM most senior experts in Select Program 5,000+ IBM experts in Forward Thinker Program 430,000+ IBMers trained on social media = 61,000,000+ IBMer social media connections
  19. 19. What matters is the right network
  20. 20. Source: IBM
  21. 21. How do you control it? You don’t!
  22. 22. CONFIDENTIAL 29 234 accounts 159 IBMers 75 IBM Brands Social made simple. The best performing social content Consistent measurement Mobile enabled
  23. 23. People do business with people - not brands Mads Cramer, Social Head Strategist, Group Marketing Danske Bank Group Twitter: @madscramer
  24. 24. 31 We have a broad Nordic presence on multiple social media
  25. 25. 32
  26. 26. 33 How do we prove to our customers they can trust us?
  27. 27. 34 Because last time we didn’t catch them
  28. 28. 35 We need a change of mindset
  29. 29. 36 74% of all decision makers are on LinkedIn and most of our customers
  30. 30. 37
  31. 31. 38
  32. 32. The SBA-program
  33. 33. Håkan  Eriksson   Head  of  Business  Development  Sweden   Business  Banking,  Danske  Bank  
  34. 34. 41
  35. 35. The SBA programme creates trusted business relations through relevant content & convenient interactions
  36. 36. The social listening approach For finding and delivering the content
  37. 37. The leaderboad secures competitive commitment
  38. 38. Plug-in for Chrome makes sharing easy
  39. 39. Kis1ne  Hartung  Larsen   Head  of  Channel  Communica1on   Danske  Invest  
  40. 40. 48
  41. 41. SBA performance: We are achieving great results in just 8 weeks.
  42. 42. Allan  Høegsberg   Senior  Erhvervsrådgiver   Erhvervscenter  København,  Danske  Bank  
  43. 43. 52 2015: Focus on a flexible step-by-step program TASK TASK TASK BRUSH UP WORKSHOP 1 WORKSHOP 2 EVALUATION SBA 2014 SBA 2015 STEP1: Profile brush up STEP 2: Building connections STEP 3: Content sharing STEP 4: Content dialog STEP 5: Content creation STEP 6: Leadership training E-LEARNING CONTENT-HUB ACCES WORKSHOP WITH CASES WORKSHOPS SMALL TEAMS 1:1 TRAINING
  44. 44. 5 important questions you need to answer before building a social business ambassador program 1.  Does it support our business objectives? 2.  Who are my main stakeholders and are they in? 3.  Aligned or “under the radar”? 4.  Sponsored or participation fee? 5.  Who will run this project?
  45. 45. DEFINE OBJECTIVES
  46. 46. Target’s Objectives •  Increase online and offline in-store traffic •  Inspire employees and make participation rewarding •  Provide one-stop shop for company news •  Mitigate risk and provide freedom to share
  47. 47. FIND SOCIAL EMPLOYEES
  48. 48. 57
  49. 49. 58 Purina’s Beta Group Test: Selected 50 social media-savvy employees for beta group Feedback & insight shaped full-scale launch Identify: Found highly motivated employees Leveraged initial group to recruit, lead adoption & mentor new advocates Source: Social Chorus
  50. 50. CULTURE
  51. 51. Only 13% of employees are truly engaged at work - Gallup: “State of the Global Workplace Report”
  52. 52. 61 The Golden Circle Source: Simon Sinek
  53. 53. “When you have trust and you get that trust in place throughout the company, people are empowered — people are free” - Angela Ahrendts, SVP, Apple Retail (former CEO, Burberry)
  54. 54. FIND A CHAMPION
  55. 55. 64
  56. 56. ENABLEMENT
  57. 57. 66
  58. 58. 67 Source:  IBM  
  59. 59. 68 Source:  IBM  
  60. 60. SUSTAINED ENGAGEMENT
  61. 61. 70 The Biggest Risk
  62. 62. 71 The Magic Happens When…
  63. 63. RECOGNITION
  64. 64. MEASUREMENT
  65. 65. 75 The Three Tiers of Measurement Source: The Most Powerful Brand on Earth Your web analytics are key
  66. 66. Source:  Northwestern  University   ADVOCACY = SALES 53% of sales can be attributed to online advocacy
  67. 67. Q&A @kasperrisbjerg ? ? ?? Kasper.Risbjerg@digitaslbi.com http://speakerscore.com/WP27 @madscramer macra@danskebank.dk

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