Activating the social employee

1. The Social Champion
Employee Activation
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Social Media Service Group

2. Social Organizations and Businesses Think Different
FROM:
• Mass Media
• Control and Push Messaging
• Institutions to distribute and
connect
• Issue Management
• Deadlines
• Just the Facts
• Powerful Media
• Target Audiences
• Announce/All answers
• Top Down
• Corporate Spokesperson
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Confidential
11/12/2012
TO:
• Individualized Information
• Conversation, Connections, Stories
• People and Relationships to
connect and build
• Rapid Response/Agility
• Real Time
• Facts and Feelings
• Powerful Networks
• Communities
• Listen and Collaborate
• Leadership and Bottoms Up too
• Empowered Employees and subject
matter experts
Global Marketing

3. The Social Business...a journey back in time …

4. The Neighborhood Business
Great Business Fundamentals
• Think back 60+ years ago
• What made the neighborhood
businesses thrive?
• Think about your favorite family
restaurant – local to where you
lived and grew up
• What practical and pragmatic
approaches did they take to satisfy
and build loyal customers?
• Can we achieve the same customer
intimacy and success today?
Global Marketing

5. The more things change, the more they stay the same.
Personal
Convenient
Listen;
Conversations
High Trust
Confidential, Subject to Non-Disclosure Agreement
Global Marketing

6. Business
grew and
succeeded
based on word
of mouth
and they still do
… more so with
the social Web
Global Marketing

7. A different
business
approach
to social
media
We need to build
one-to-one trust-based
relationships with
customers, partners and
team members.
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Confidential

8. It’s Neighborhood Business
Back to the Future
Social Media Services Group

9. Customers and
businesses are in
this together…
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10. More than ever – a company’s
brand is influenced by what
consumers are saying about the
brand
An everyday
employee is 2x more
trusted vs. Chief
Executive
(Edelman Trust Barometer, ‘13)
Confidential
90% trust recommendations from
people they know. 70% trust
consumer opinions posted online
14% trust advertising (Nielsen)
How companies
market, sell to
and support their
customers is
changing…
What roles do
employees play
this
transformation?
How do you
activate
employees?

11. The world of brand loyalty has changed
customer-initiated touchpoints between transactions, and the creation
of value beyond just product
The traditional marketing funnel
is being usurped by the loyalty
loop.
New paradigm: Social commerce
The purchase decision is
informed by ‘WOM” (friends,
influencers) and brand loyalty.
FRIENDS
Old paradigm: e-commerce
THIRD
PARTY
11
Confidential, Subject to Non-Disclosure Agreement
SMEs
Article: How Top Brands Pull Customers into Orbit,
Mark Bonchek, Harvard Business Review 2012

12. Mass Social Media
Market
External
Community
External
Community
External
Community
Community
Hosted
Communities
Support
External
Community
Mastery & Use
Affinity
Ideation
External
Topical
Experts
Extranets
Internal
Internal
Networks /
Workgroups
Enterprise
Global Marketing
Collaboration

13. How companies organize for social media:
• Holistic: Everyone is in customer service and support and any employee
who wants to be social is enabled
• Dell & Best Buy’s Twelpforce are examples
Source: Survey of 140 Corporate Social Strategists, Altimeter Group, November 2010
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Confidential
10/28/2013
Global Marketing

14. Some
customers
are here…
14
Global Marketing

15. …more
are here
15
Social Media Services Group

16. ….very few are
connected and
lit up Social
Businesses

17. Not just a campaign, but in harmony across
the fabric of a company
Product Development
• Feedback Loop
• Early Warning
• New Product Ideation
Sales
• Collaboration
• Thought Leadership
• Blogs
Marketing
• Demand Forecast
• Lead Generation
• Message Reach
Online Presence
• Ratings & Reviews
• Communities
• Customer Stories
Communication
Customer Service
• Listening
• Support Widgets
• Outreach
Confidential
•
•
•
•
Rich Media
Brand Reputation
Influence
Reputation

18. Key Challenges
Leadership buy-in
Scaling beyond a dedicated team
Content, content, content
Building influence
Community strategies
ROI

19. … employees are your
company’s rock stars
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20. Amplification
is not
enough
Source: http://blog.hubspot.com/blog/tabid/6307/bid/14353/60-of-Social-Media-Messages-are-Links-to-Published-Content-Data.aspx
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Confidential
Global Marketing

21. 21
Image thanks to Hugh McLeod @Gapingvoid
Global Marketing

22. From News &
Events
to
Storytelling
with Meaning
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Global Marketing

23. Beyond
Publication
and “Telling”
to
Sharing and
Connecting
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Global Marketing

24. Image thanks to Hugh McLeod @Gapingvoid
Global Marketing

25. The Program’s
road needs to
be paved
Global Marketing

26. Building the
foundation
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Global Marketing

27. Leadership
Support
“Engaging in honest, direct conversations
with customers and stakeholders is a part
of who we are, who we’ve always been. The
social web amplifies our opportunity to listen
and learn and invest ourselves in two-way
dialogue, enabling us to become a better
company with more to offer the people
who depend on us.”
–Michael Dell
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Social Media Services

28. Establish
effective
governance,
policy and
strategy
28
Confidential
Global Marketing

29. Companies need to
guide team
members
participation in the
social media space
via education
29
Global Marketing

30. Stronger
platforms
empower
30
Global Marketing

31. Then what?
* Councils
* Communication
* Listening
* Events
* Internal Social Media
* Advanced Programs
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Confidential
Global Marketing

32. Measuring
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Confidential
10/30/2013
Global Marketing

33. Let’s start
engaging…
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Confidential
10/28/2013
Global Marketing

34. Eric Nystrom
Director, Social Media Services Grou
eric_nystrom@dell.com
Rishi Dave | Inside
@ericnystromsays Out