The impact of social media on the business world is continuing to evolve and shape how marketing, PR and HR departments operate. While social media is a great way to engage with customers and it's critical to educate your employees on social media etiquette to avoid any social blunders that will negatively impact your company image.
ENGAGE2015: Southwest and Its Employee First Mindset - Katie Coldwell, Southwest
ENGAGE2014: All it Takes is One Post: Social Media Etiquette Training - Joe Larocque, GuideSpark & Gregory Shove, Social Chorus
1. All it takes is one post
- An Opportunity or Risk?
2. The Power of Socialized Employees
Greg Shove, Founder & CEO
SocialChorus
@gregshove
3. Employee Advocacy: Turning
Social Marketing Inside Out
Software & training for
your insiders
– your best employees,
partners and customers –
to share your brand’s
good news with their
social networks.
Customers
Employees
& PartnersSocial
Media
Team
4. Why Employees as Social Brand
Advocates?
Engaged employees are 2x as productive
and generate up to 80% of all customer
satisfaction
2X
of employees’ Twitter followers are new to
the brand
92%
An everyday employee is two times more
trusted than a Chief Executive.
2X
— DELL study 2012
— National Business Research Institute
— Edelman Trust Barometer 2013
More trusted
New audience
More productivity
5. The Power of Employees…
Engagements
10,000,000*
1,000,000
Facebook Fans
>
Unique content creations
Reach
50,000
5,000
*Annual results per 1K advocates
135
Employees
6. Welcome and train
Welcome and
orientation video
Customizable terms and
conditions
• Can embed
training and T&C’s
within experience
9. Sharing Content
• Easy to share
• Across any major
social network
• Advocates customized
messages
• Embedded FTC
compliance and
tracking
10. Content Creation
• Easy to create
content for any
platform
• Can include
Glassdoor reviews,
photos
11. AT&T is Scaling Employee Advocacy
Before
SocialChorus
50 advocates,
manual processes,
no measurement
After
SocialChorus
Scale to 2000
advocates & growing,
scalable process,
measurable results
0
1000
2000
3000
4000
5000
1
Pain point: Software
needed to scale &
measure program
50
Advocates
Generate $125k AMV
monthly
1,100
Advocates
2,500
Advocates
November
2013
February
2014
2015
500
Advocates
5,000
Advocates
April
2014
April
2012
12. Employee Advocates Drive Results
• Most employee advocacy programs
• Latest company news via social feeds
• Enable content sharing across all networks with hashtag
• Ask employees to share Job postings and create
Glassdoor reviews
• Include video training & compliance
• Can prove ROI with
• Lower cost to train and onboard social employees
• Marketing value of the social reach of these employees
13. Employee Advocacy is For All
Companies
Financial
Services
Travel
Tech &
Telecom
Retail
Consumer
Packaged
Goods
14. Getting Started
1. Align program goals to business objectives
2. Start with a social media policy
3. Get executive buy-in (identify a champion)
4. Create a content & engagement plan
5. Identify most social employees
15. All it takes is one post
- An Opportunity or Risk?
22. He Spent a Little Too Much Time at the Saloon
39%
43%
of hiring managers used social media to
research job candidates in 2013
of those said that what they learned caused
them not to hire the candidate
source: Careerbuilder.com
23. There’s a New Sheriff in Town
2012
60%
10%
2015
Companies with formal programs
for monitoring employee activity
on social media (Gartner)
24. The First Step is Your Policy
Published Policy
General Guidelines
Informal with Expectations
Social Training Provided
Monitored Use
No Policy
Don’t Know
COMPANY SOCIAL MEDIA POLICIES
0% 10% 20% 30% 40%
23%
31%
17%
7%
9%
24%
8%
source: SilkRoad
25. Communicate on the Employee’s Terms & Timeline
GOAL:
TOOL:
Risk Mitigation
PDF (10+ pages)
GOAL:
TOOL:
Awareness
Web Video
(2-4 mins)
26. Takeaways
1 2 3
With great power
comes
great responsibility
Take a stance on
social media with a
published policy
Communicate with
employees on their
terms & timeline to
drive proper social
media behavior