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How to turn your employees into brand ambassadors ?

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With two billions worldwide social media users, social media branding constitutes today at once a risk and a growing opportunity. While organizations encourage their customers to recommend their brand on social media, employees themselves represent an important valuable source of information for customers and job candidates both.

Publicada em: Marketing
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How to turn your employees into brand ambassadors ?

  1. 1. How to turn your employees into BRAND AMBASSADORS
  2. 2. I. Why is Social Media Branding an opportunity? 2
  3. 3. 1 2 3 2.671 BILLION ACTIVE SOCIAL MEDIA USERS Lots of opportunities to reach relevant audiences. 2.438 BILLION ACTIVE MOBILE SOCIAL USERS 2 HOURS TIME SPENT ON SOCIAL MEDIA EACH DAY If your employees love your company, everybody will ! It’s a valuable source of information about your company 83 % PEOPLE STATING THEY TRUST ONLINE RECOMMENDATIONS FROM FRIENDS AND RELATIVES
  4. 4. II. Why do employees tend not to engage into it? 4
  5. 5. 5 Study based on 354 respondents, French, German, Russian and Eastern European multinational company employees. Minimum age • Employees’ ages and their social media usage 77%use at least one social media platform Average age Maximum age Lack of understanding of the corporate strategy Unawareness of employee’s social media activity Employees’ discomfort with social media use at work Lack of rewards / incentives Boundaries between personal and professional spheres specific to each countries/culture. 22 39 59 Confusion from social media policy • Factors of disengagement 1 2 3 4 5
  6. 6. III. How to encourage your employees into “sharing the love?” 6
  7. 7. Tell them what it is1
  8. 8. 8 Corporate Branding Unique image of the organization Paramount of brand image Positive Interactions desired Different views of the organization Internalization of brand image Constructive Interactions desired New Process in progress Employee Branding Tell them why it matters2
  9. 9. IV. How to start an Employee Branding process? 9
  10. 10. 10 Provide assistance1 EMPOWER A STABLE OF EMPLOYEE ADVOCATES Digital natives are able to remove the psychologic barriers on social media use and build a collective digital culture. ● Encourage advocate generation ● Launch learning sessions ● Organise social media tools workshops example : The Reverse Mentoring by World Of Digits
  11. 11. 11 Create relevant & easy to share content 2 ● Share the information ● Update frequently ● Use easy-to-read/digest format and if possible, do it live OUTLINE BOUNDARIES OF EMPLOYEE’S MEDIA PROCESS Employees must feel responsible for the company’s success, policy guidelines must be spread company wide and the use of social media moderated/monitored. example : Online content library by World Of Digits
  12. 12. 12 Unite with your Employees3 ● Shape the social media strategy ● Encourage initiatives ● To blur the professional / personal boundaries among employees FOSTER BRAND ENGAGEMENT Identification with the brand will be created by psychological attachment and loyalty from your employees, the ability to safely voice their opinions, understanding the brand promises, create and caring for the brand community example : Build your personal innovative communication tool with World Of Digits
  13. 13. 13 Reward employee’s voice4 ● Follow and support employees’ actions ● Set reward system ● Show gratefulness REWARD EMPLOYEE BRANDING Be thankful for the support they’re giving you, set company wide reward success, listen to their feedbacks, respect the personal ways of expression of every employees and as well as the work/privacy boundary example : Reward process by World Of Digits
  14. 14. 14 Assessing Employee Branding behaviors 1. WORD OF MOUTH Speak positively about the company, praise the achievements, refrain from sharing criticism online 1 2. EMPLOYEE ENDORSEMENT Follow and be your employee’s fan, respond constructively to criticism 2 3. SHARING WITH EMPLOYEES Pass the info along, like and share (from and to) employee’s pages/walls 3 4. EMPLOYEE CULTURE Behave according to the brand’s values, connect with related topics, keep in mind not to harm the employee (reputation, career, ambiance, etc) 4
  15. 15. How to get employees to nurture the brand engagement ? Recognize the value employee brand ambassadors bring into social medias Encourage younger employees to share their skills with seniors employees Train employees on the importance of a social media presence
  16. 16. WE BELIEVE LIFE SHOULD BE MADE OF GREAT DIGITAL EXPERIENCES Lorenzo del Marmol Co-Founder & Manager ldm@worldofdigits.com +32 477 720 430 Contact us for more information
  17. 17. THANK YOU Camille Laine Digital Project Manager

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