BMW, now celebrating its 100th year, leads the way in everything it does, whether it’s industrial design, customer service or marketing.
Andrew Cutler, Executive and Internal Communications Manager at BMW North America, wanted to ensure that BMW communications also lead the way in the new socially-enabled world. Mr. Cutler also wanted to help drive awareness and increase authentic engagement on social media. He knew that better informing and empowering his employees as brand advocates could solve both problems.
Dynamic Signal's VP of Marketing, Dave Hawley, talks with Andrew Cutler about:
- How BMW NA transforms internal communications into an engagement and awareness tool
- How to draft in behind employees already on social media
- How to keep remote and hourly workers informed and engaged
5. @BMWgroup#DySiWebinar 5@Dynamic_Signal
The State Of Communications Today
Employees want to be the first to know
They want their content to be:
ü Personalized
ü Delivered quickly
ü On their preferred channels
ü Across all devices
6. @BMWgroup#DySiWebinar 6@Dynamic_Signal
The State Of Communications Today
Employees want to engage with family
and friends about where they work,
what they do, and the value of their
company’s products and services.
• They want approved content that can easily
be shared.
• They want a way to talk about the BMW
Group & its brands and products.
8. @BMWgroup#DySiWebinar 8@Dynamic_Signal
Business Problems BMW NA Were Trying To Solve
Employees Feel They Don’t
Know What’s Going On
Less than 30% of employees feel “in the loop”
(Source: Weber Shandwick)
Uninformed Employees Are Unengaged Employees
70% of employees call themselves “disengaged”
(Source: Gallup)
9. @BMWgroup#DySiWebinar 9@Dynamic_Signal
Business Problems BMW NA Were Trying To Solve
Wanted To Give Employees A Voice
66% of employees feel they are advocating on behalf of their company
(Source: Mindshare)
Need To Retain Our Best Talent
32% of companies struggle to retain top talent
(Source: CareerBuilder)
11. @BMWgroup#DySiWebinar 11@Dynamic_Signal
Solving Pain Points
o Aligned BMW NA communications to reflect
the new normal of social business.
o Asked our most passionate brand advocates
what they needed to be story tellers.
o Leveraged the passion employees have for
the family of BMW Group brands.
12. @BMWgroup#DySiWebinar 12@Dynamic_Signal
“We know employees are already on social having
conversations. They’re passionate and want access
to the latest BMW Group information. They are
already some of our best ambassadors, and we
want to arm them with the right kind of content to
help them authentically tell our story.”
Andrew Cutler
Executive and Internal
Communications Manager
BMW North America
14. @BMWgroup#DySiWebinar 14@Dynamic_Signal
Benefits of BMW Insiders
o Increased organic reach:
• 4-fold increase in share rate of content in 1 year’s time.
• Engagement on employee social pages tripled as a
result.
o Provided a wider reach of employees with an
innovative way to tell our story with an
“authorized voice.”
o Promoted collaboration across the
organization.
o Created more unified company stories for the
BMW Group brand and its companies.
16. @BMWgroup#DySiWebinar 16@Dynamic_Signal
The Future of BMW Insiders
o Possible expansion of program beyond Communications & Branding.
o Testing new forms of content and platforms.
o Grow C-Suite and corporate executive sponsorship of program.
17. @BMWgroup#DySiWebinar 17@Dynamic_Signal
“Informed employees are engaged
employees. Engaged employees are
satisfied employees. Satisfied employees
make better decisions that positively affect
the bottom line, and will better advocate on
behalf of the company.”
Andrew Cutler
Executive and Internal
Communications Manager
BMW of North America