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MS&L Brandbassador Webinar

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MS&L Brandbassador Webinar

  1. 1. Activating Employee Brandbassadors
  2. 2. Today’s Presenters <ul><li>Jason Anthoine </li></ul><ul><li>SVP, Employee Communications </li></ul><ul><li>21 years experience in workplace communications, internal branding and employee engagement </li></ul><ul><li>[email_address] @jasonanthoine </li></ul><ul><li>404.870.6823 </li></ul><ul><li>Melanie Babcock </li></ul><ul><li>SVP, Digital Strategy & Social Media </li></ul><ul><li>15 years experience in digital communications, interactive marketing and social media </li></ul><ul><li>[email_address] </li></ul><ul><li>404.877.5528 </li></ul>
  3. 3. Today’s Agenda <ul><li>What employees can do for your brand </li></ul><ul><li>Social media today </li></ul><ul><li>Five steps to build and manage an ambassador program </li></ul><ul><li>Measurement </li></ul><ul><li>Q&A </li></ul>
  4. 4. What Employees Can Do for Your Brand <ul><li>Reduce the cost and time of recruitment </li></ul><ul><li>Build brand reputation </li></ul><ul><li>Generate sales and sales leads </li></ul><ul><li>Promote marketing campaigns </li></ul><ul><li>Promote thought leadership </li></ul><ul><li>Increase market share </li></ul><ul><li>Create new markets </li></ul><ul><li>Improve employee satisfaction, contribution </li></ul><ul><li>Improve customer service </li></ul><ul><li>Increase event attendance </li></ul>
  5. 5. The Value of Social Media <ul><li>Depending on your business goals, social media is a powerful tool to drive conversations, engagement and conversion. </li></ul><ul><li>On average, fans spend an extra $71.84 they would not otherwise spend on products they describe themselves as fans of, compared to those who are not fans. – Gigaom.com 6/10 </li></ul><ul><li>Fans are 28 percent more likely than non-fans to continue using a specific brand. – Gigaom.com 6/10 </li></ul><ul><li>Fans are 41 percent more likely than non-fans to recommend a product they are a fan of to their friends. – Gigaom.com 6/10 </li></ul><ul><li>Why not leverage your largest resource </li></ul><ul><li>to populate the online conversation? </li></ul>
  6. 6. The Value of Social Media <ul><li>“ These individual interactions represent a new model:  not mass communications, but masses of communicators .” </li></ul><ul><li>IBM Social Computing Guidelines </li></ul>
  7. 7. Social Media Today Social Media Today Newsweek, July 26, 2010
  8. 8. Social Media Today From Hubspot, developed by Oversocialized
  9. 9. Social Media Today
  10. 10. Social Media Today
  11. 12. Five Steps to Build and Manage an Ambassador Program
  12. 13. Five Steps to Build and Manage an Ambassador Program <ul><li>Create Program Purpose and Role Definition </li></ul><ul><li>Identify Your Ambassadors </li></ul><ul><li>Define Rules of Engagement </li></ul><ul><li>Establish Engagement Metrics </li></ul><ul><li>Recognize Your Ambassadors </li></ul>
  13. 14. 1) Create Program Purpose and Role Definition <ul><li>Define your current situation: </li></ul><ul><ul><li>Thousands of conversation about our company, products and industry take place online everyday. WHERE’S YOUR VOICE? WHO’S SHARING YOUR STORIES? HOW CAN YOU MAKE MORE CONNECTIONS? </li></ul></ul><ul><li>Determine the ultimate outcome for the ambassador program </li></ul><ul><li>Write program purpose statement </li></ul>
  14. 15. PROGRAM PURPOSE <ul><li>Enable larger team of people to proactively promote and extend reach of positive news related to the company, focus on news related to our company philosophy or mission </li></ul><ul><li>Provide the company with additional ‘eyes and ears’ in communities </li></ul><ul><li>Establish mechanism to report and respond to consumer questions, concerns and conversations more quickly </li></ul><ul><li>Move a larger percentage of associates toward advocacy </li></ul>Create Program Purpose
  15. 16. Role Definition <ul><li>Example Role Definition </li></ul><ul><li>#1 Scout for conversations </li></ul><ul><li>#2 Seed information </li></ul><ul><li>#3 Provide high-level responses </li></ul><ul><li>#4 Develop relationships with online influencers </li></ul><ul><li>#5 Build engagement on ‘owned’ channels </li></ul>
  16. 17. 2) Identify Ambassadors <ul><li>Create criteria for identifying ambassadors </li></ul><ul><li>Host an “open casting call” either through your intranet or by manager recommendation </li></ul><ul><li>Select participants based on submitted profiles </li></ul><ul><li>Each applicant and their manager will sign a ‘pledge’ detailing what is expected </li></ul><ul><li>Conduct pilot </li></ul><ul><li>Develop orientation where participation is required </li></ul>
  17. 18. 3) Define Rules of Engagement <ul><li>Rule #1: Disclosure is mandatory </li></ul><ul><ul><li>Disclose their relationship with the company when commenting or participating </li></ul></ul><ul><li>Rule #2: Wait for the “green” light </li></ul><ul><ul><li>Set up a resource for ambassadors to find shareable content </li></ul></ul><ul><li>Rule #3: Participate within boundaries </li></ul><ul><ul><li>Create a list of do-not respond sites and blogs </li></ul></ul><ul><ul><li>Create a list of off-limit topics </li></ul></ul><ul><li>Rule #4: Follow customer service or crisis protocol </li></ul><ul><ul><li>Outline your company’s rules for notifying customer service or communications </li></ul></ul>
  18. 19. 4) Establish Reporting and Metrics <ul><li>Tracking activity and reach of content online </li></ul><ul><ul><li>Register their profiles, handles and URLs of online personas </li></ul></ul><ul><ul><li>Tag content before it gets placed online </li></ul></ul><ul><ul><li>Use tiny URL generator </li></ul></ul><ul><li>Leverage a listening tool </li></ul><ul><li>Ambassador weekly summary of activity </li></ul><ul><ul><li>Content shared </li></ul></ul><ul><ul><li>Number of posts, responses </li></ul></ul><ul><ul><li>Traction against campaigns or programs </li></ul></ul><ul><ul><li>Lessons learned </li></ul></ul>Ambassadors should report and track their actions to get credit for their good work and to help the marketing and communications teams see which Ambassadors generate the most activity.
  19. 20. 5) Recognize Your Ambassadors <ul><li>Ambassadors meet on a monthly or quarterly basis to discuss best practices </li></ul><ul><li>Create an ‘online leader board’, recognize leaders with exclusive prizes </li></ul><ul><li>Create exclusive ambassador experiences </li></ul><ul><li>Tap ambassador’s enthusiasm and first-hand insights </li></ul><ul><li>Link commitment and success to compensation </li></ul>
  20. 21. ROI and Measurement <ul><li>Evaluate the ambassador during their formal review process using quantifiable and qualitative metrics such as: </li></ul><ul><ul><li>Are they enthusiastic about the position? </li></ul></ul><ul><ul><li>How frequently do they share? </li></ul></ul><ul><ul><li>Do their efforts result in new fans, new followers, comments, tweets, re-tweets, forwards, downloads, or views related to branded programs or platforms online? </li></ul></ul><ul><ul><li>Do they communicate in-line with company messages but in their own voice? </li></ul></ul><ul><ul><li>Has the associate successfully integrated the Ambassador role into their current workload? </li></ul></ul><ul><li>Evaluate the program at the conclusion of the pilot program based on quantifiable and qualitative metrics such as: </li></ul><ul><ul><li>Has the program generated positive internal ‘buzz’? </li></ul></ul><ul><ul><li>How many additional associates have requested to participate? </li></ul></ul><ul><ul><li>What impact has it had on the company’s online share of voice and overall sentiment? </li></ul></ul><ul><ul><li>Has there been an increase of fans, followers, comments, tweets, re-tweets, views, or general participation in marketing programs or platforms online? </li></ul></ul><ul><ul><li>Has there been an increase in sales, sales leads or traffic to the website? </li></ul></ul>
  21. 22. Q&A
  22. 23. Thank You! For more information, contact Melanie or Jason [email_address] [email_address]
  23. 24. Activating Employee Brandbassadors 1170 Peachtree Street NE Suite 400 Atlanta, GA 30309 www.mslworldwide.com