Social Media Strategies Summit - Dallas Aug 28, 2013
Inviting and encouraging employees to use social media can be a slippery slope for businesses if they don’t think about doing it the right way. Companies often balk at enabling and empowering employees to get social, but if done correctly, employees can become the most effective brand advocates. Listen to Marcus Nelson of Addvocate as he explains the best practices and ways to enable employees to get social.
3. @marcusnelson #SMSSummit
Rules:
1. Adore me
2. Interrupt to ask questions
(unless it’s a really hard question)
3. Stay off Email
4. Stay off Facebook
5. Tweet Everything I say
6. Clean up after use
@marcusnelson #smssummit http://www.flickr.com/photos/fotobiashoots/9111484560/
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57% 72% 81% 88% 91% 92%
2009 2010 2011 2012 2013 2014Percent of Companies Using Social Channels
@marcusnelson #smssummit http://www.flickr.com/photos/jaxalude/8685321123
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0
15
2011
2012
2013
2014
Big Money Spent On Social Advertising
http://www.emarketer.com/Article.aspx?R=1008862
Billion
$5.20
Billion
$7.72
Billion
$10.24
Billion
$11.87
@marcusnelson #smssummit http://www.flickr.com/photos/fotobiashoots/8964771413/
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Today:
You’re queuing up content with a content calendar.
You have your KPIs aligned with company guidance.
Your content is going out regularly to engage your audiences.
You seed posts with company executives & influencers.
@marcusnelson #smssummit http://www.flickr.com/photos/30427909@N04/3504850260
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To Consider:
1. Engage employees as you do your
customers, one-to-one.
2. Make them part of the story
3. Equip your employees
4. Give them ownership
5. Create intimacy, community, respect
@marcusnelson #smssummit http://www.flickr.com/photos/10166952@N08/3771333931
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You can play police officer or:
• Talent agent
~ Find the stars inside your org
• Grassroots organizer
~ Enable and empower the masses
You choose.
@marcusnelson #smssummit http://www.flickr.com/photos/alexmuse/302136718
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HR Perspective
No tool allows HR to empower, measure, and celebrate employees to be
brand advocates.
• Acknowledge & validate individual efforts
• Mobilize your workforce
• Promote the wins
@marcusnelson #smssummit http://www.flickr.com/photos/stephl/1501055263
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Determine Objectives
Share of Voice
# of MVPs
Awards Won
Engagement
Coverage
Video Views
Subscribers
Posts &
Comments
Facebook
Engagement
Score
Sentiment
# of Employees
Trained
# of Influencers
Engaged
Audit Score
Downloads
Attendees
Quality of
Engagement
Share of
Conversation
@marcusnelson #smssummit http://www.flickr.com/photos/23959586@N00/281009219
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What’s in bounds?
What’s out of bounds?
Who to escalate things to?
public facing youtube video
salesforce.com/socialmediapolicy
Every Employee is responsible for reading and adhering to the rules.
@marcusnelson #smssummit http://www.flickr.com/photos/manfrottotripods/4687897081
Establish Social Media Guidlines
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Profiles: Who’s contributing on your
company’s behalf.
Skills: List expertise and experience on
products or projects.
Search: Find knowledge leaders w/
user-defined expertise tagging.
Score: See how users rank in influence
within the service.
Leader Boards: Create competition.
Identify Users
@marcusnelson #smssummit http://www.flickr.com/photos/pasant/7020653409
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Always On: Browser plugin gives
constant access to Addvocate.
Share: Suggest tweets for
employees to send out.
Notification: Employees updated
with messages, updates, key
links.
Promote: Prioritize content.
Settings: Easy setup.
Amplify Messages
@marcusnelson #smssummit http://www.flickr.com/photos/viktor86/3882775378