In 2015 one of the biggest Social Business trends will be Employee Advocacy – getting engaged employees to become active advocates of the brand. People buy from people they trust, which is especially true in complex B2B settings. In this presentation we explore how some of the best companies of all sizes and industries are approaching this – What’s their secrets – and discover how one first mover in Denmark, Danske Bank is establishing trust between customers and the bank by activating their employees on social media. Covered in this session: – Knowledge around what it takes to build a capable advocacy program. – A glimpse into how innovative companies are redefining the relationship-building with their customers. – Insights into how Danske Bank created an Employee Advocacy Program that had a positive business impact in just three months.

1. IF YOU CAN TRUST YOUR
EMPLOYEES TO RUN AND HELP
GROW A BUSINESS, SURELY YOU
CAN TRUST THEM TO BE ONLINE

2. THE CASE OF
JUSTINE SACCO

4. THE CASE OF A
BIG IT COMPANY

5. 5

6. IBM employees and their expertise
are what differentiates the brand

7. EVERYONE TALKS ABOUT
BUILDING A RELATIONSHIP WITH
OUR CUSTOMER. WHAT IF WE
BUILT ONE WITH OUR EMPLOYEES
FIRST

8. 7X AS EFFECTIVE

10. KASPER RISBJERG. STRATEGIST.
DIGITASLBI. INTERSECTION OF TECH
AND PEOPLE. TINKER. OPTIMIST.
@KASPERRISBJERG
VOLVO. IKEA. MAERSK. DANFOSS.

11. LET’S GO ON THIS
JOURNEY
TOGETHER

13. 13
of online conversations are not about brands
at all – they are about categories and the
motivations that drive people90%
struggle with producing the kind of content that
engages.
50%
One-third of all marketers and two-thirds of
B2B marketers feel challenged to produce
enough content2/3 — The Most Powerful Brand on Earth
Feel challenged
Engaging content
Non-brand talks
— B2B Content Marketing: 2013
Benchmarks, Budgets, and Trends
— MotiveQuest & North Western University
Your brand’s official communications cannot
do it alone

14. ”

15. ”
84% trust
recommendat
ions from
people they
know

16. consistent,
predictable,
rigid,
1ghtly
controlled,
homogenous

17. diverse,
dynamic,
exci1ng,
individualized,
chao1c,
uncontrolled,
unpredictable

18. Which would you
rather be?

19. A bag of marbles
has roughly 300%
more surface area
So you want to be bag of marbles
to influence markets

20. New value exchange
Employees give your organization
authenticity.
Your organization lends credibility to
employees

22. 250+ IBM most senior experts in Select Program
5,000+ IBM experts in Forward Thinker Program
430,000+ IBMers trained on social media
=
61,000,000+ IBMer social media connections

25. What matters is
the right network

27. Source: IBM

28. How do you
control it?
You don’t!

29. CONFIDENTIAL 29
234 accounts
159 IBMers
75 IBM Brands
Social made simple.
The best performing social content
Consistent measurement
Mobile enabled

30. People do business
with people
- not brands
Mads Cramer, Social Head Strategist, Group Marketing
Danske Bank Group
Twitter: @madscramer

31. 31
We have a broad Nordic presence on multiple
social media

32. 32

33. 33
How do we prove to our customers they can
trust us?

34. 34
Because last time we didn’t catch them

35. 35
We need a change of mindset

36. 36
74% of all decision makers are on LinkedIn
and most of our customers

37. 37

38. 38

39. The SBA-program

40. Håkan
Eriksson
Head
of
Business
Development
Sweden
Business
Banking,
Danske
Bank

41. 41

43. The SBA programme creates trusted business relations
through relevant content & convenient interactions

44. The social listening approach
For finding and delivering the content

45. The leaderboad secures competitive
commitment

46. Plug-in for Chrome makes sharing easy

47. Kis1ne
Hartung
Larsen
Head
of
Channel
Communica1on
Danske
Invest

48. 48

49. SBA performance:
We are achieving great results in just 8 weeks.

50. Allan
Høegsberg
Senior
Erhvervsrådgiver
Erhvervscenter
København,
Danske
Bank

52. 52
2015: Focus on a flexible step-by-step program
TASK TASK TASK
BRUSH UP WORKSHOP 1 WORKSHOP 2 EVALUATION
SBA 2014
SBA 2015
STEP1: Profile brush up
STEP 2: Building connections
STEP 3: Content sharing
STEP 4: Content dialog
STEP 5: Content creation
STEP 6: Leadership training
E-LEARNING
CONTENT-HUB ACCES
WORKSHOP WITH
CASES
WORKSHOPS SMALL
TEAMS
1:1 TRAINING

53. 5 important questions you need to answer before building
a social business ambassador program
1. Does it support our business objectives?
2. Who are my main stakeholders and are they in?
3. Aligned or “under the radar”?
4. Sponsored or participation fee?
5. Who will run this project?

54. DEFINE
OBJECTIVES

55. Target’s Objectives
• Increase online and offline in-store traffic
• Inspire employees and make participation rewarding
• Provide one-stop shop for company news
• Mitigate risk and provide freedom to share

56. FIND SOCIAL
EMPLOYEES

57. 57

58. 58
Purina’s Beta Group
Test:
Selected 50 social media-savvy employees for beta group
Feedback & insight shaped full-scale launch
Identify:
Found highly motivated employees
Leveraged initial group to recruit, lead adoption & mentor
new advocates
Source: Social Chorus

59. CULTURE

60. Only 13% of
employees are truly
engaged at work
- Gallup: “State of the Global
Workplace Report”

61. 61
The Golden Circle
Source: Simon Sinek

62. “When you have trust and you
get that trust in place throughout
the company, people are
empowered — people are free”
- Angela Ahrendts, SVP, Apple
Retail (former CEO, Burberry)

63. FIND A CHAMPION

64. 64

65. ENABLEMENT

66. 66

67. 67
Source:
IBM

68. 68
Source:
IBM

69. SUSTAINED
ENGAGEMENT

70. 70
The Biggest Risk

71. 71
The Magic Happens When…

72. RECOGNITION

74. MEASUREMENT

75. 75
The Three Tiers of Measurement
Source: The Most Powerful Brand on Earth
Your web
analytics
are key

76. Source:
Northwestern
University
ADVOCACY =
SALES
53% of sales can be attributed to
online advocacy

77. Q&A
@kasperrisbjerg
? ?
??
Kasper.Risbjerg@digitaslbi.com
http://speakerscore.com/WP27
@madscramer
macra@danskebank.dk