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©2014 Blue Focus Marketing® Intellectual Property. All
rights reserved.
1
2014: The Year of the Social Leader
+ Branding from the Inside Out
Cheryl Burgess MarkBurgess
@mnburgess@ckburgess
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
July 2, 2014
2
S T R A T E G Y
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
Agenda
1
2
3
4
5
The Shift
Social Employee
Social Leaders
Success Stories
Activation Plan
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
3
4
What you will learn over the next
40 minutes . . .
• What is a Social Business?
• What is a Social Employee?
• What are the benefits for the employee &
company?
• What is a Social Leader?
• What are leading brands (large and small)
doing now to leverage social employees?
• What do you need to do NOW to benefit?
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
The Shift
1
2
3
4
5
5©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
6©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. 7
The New Normal: The world is social
 Brands no longer have complete control
 The biggest risk is not taking one
8
• Build clear sense of brand
identity (e.g. mission,
vision & values)
• Focus on building a social
culture to foster
technology adoption
• Construct a collaborative
mindset
Adapting to the New Normal
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. 9
What is
Social Business and
why is it important?
External
Communications
Internal
Communications
10©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
Source: IBM
What has the most surface area?
11©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
Social
Employee
1
2
3
4
5
12
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
• 14% of people trust advertising
• 78% of people trust recommendations from
their peers
• W-O-M is 10X more powerful than
traditional advertising
13
Sources: E. Qualman, eMarketer
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
Where does Trust come from?
14
fake
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
15
authentic
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
16
 Empowered Change
Agent
 Highly-Skilled in
Social Media
 Engaged
 Integration: Personal &
Professional
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
What is a Social Employee?
21%
32% 31% 32%
24%
30%
27%26%
30%
17%
27%
31%
23%22%
25%
15%
21% 21%
25%
23%
21%
12%
13%
19%
14%
16%
COMPANY'S CEO COMPANY'S EMPLOYEE ACTIVISTCONSUMER ACADEMIC MEDIASPOKESPERSON
37%
34%
36%
Q197-201(Global Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic,
please
18 select which person you trust MOST to provide you with credible and honest information about a company. General Publics, 27-country global total.
ACOMPANYEMPLOYEEISTHEMOSTTRUSTEDSPOKESPERSONTOPROVIDECREDIBLE
ANDHONESTINFORMATION
MOSTTRUSTEDINFLUENCERTOCOMMUNICATEEACHTOPIC- INFLUENCERMESSAGEMAPPING
INTEGRITY PURPOSE OPERATIONSPRODUCTS &
SERVICES
ENGAGEMENT TOTALS
17
50%
World Class Companies are branding from inside out…
…empowering their employees to be social.
18©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
19©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
“The Social Employee Revolution
will succeed because it is a
win/win”
Cheryl Burgess, Author of The Social Employee, CEO of Blue Focus Marketing®
20©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
21
Source: Tom Peters,
@Tom_Peters –
“The Brand Called
You”
Fast Company
• More authentic
branding
• Retain high-value
employees
• Increase leads & sales
• Build your
personal brand
• Earn rewards &
recognition
• Employability
WIN
WIN
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
Social
Leaders
1
2
3
4
5
22©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
The Social Business Ecosystem
23©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
• Fuels Social Employee
• Mission – Vision -- Values
• Selling the “why” internally
and externally
• Become the brand chief
storyteller
• Humanize the brand
24©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
TODAY, the Social Executive performs a dual role:
Coach and Player
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
82% respondents in a 2012
Brandfog survey were
more likely to trust a brand
whose executives were
involved in social media.
IBM’s 2012 Study of more than
1,700 chief executive officers
26©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
©2014 Blue Focus Marketing® Intellectual Property. All
rights reserved.
©2014 Blue Focus Marketing® Intellectual Property. All
rights reserved.
28
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
As you create your social business,
start at your executive floor.
Success
Stories
1
2
3
4
5
30
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. 31
What are companies
doing now to empower
their social employees?
32
Success Stories
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
Successful Companies are Training
Armies of Social Employees
33©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
34
• Educate IBMers of social initiatives
• Empower employees to engage in social
• Provide employees with the tools they need
to be successful
IBM Goals
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
Source: The Social Employee, (McGraw-Hill 2013)
35
IBM “Magna Carta” Moment
• Invited employees to become coauthors of
the company’s social media policy
–http://www.ibm.com/blogs/zz/en/guideline
s.html
• IBMers treat it “like their Magna Carta”
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
Source: The Social Employee, (McGraw-Hill 2013)
36
IBM Key Learning’s
• Align brand values with employee values
• Think long-term & build to last
• Employees are the voice of the brand
• Recognition is a powerful motivator
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
Source: The Social Employee, (McGraw-Hill 2013)
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. 37
Cisco Goals
• Increase collaboration & engagement to
break down communication gaps
• Empower employees to engage authentically
• Transform employees into advocates
Source: The Social Employee, (McGraw-Hill 2013)
38
Source: The Social Employee
(McGraw-Hill, 2013)
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. 39
Cisco Key Learning’s
• Executives led the charge toward becoming a
social business
• Answer “why” first -- Purpose drives
motivation
• Measure employee buy-in
Source: The Social Employee, (McGraw-Hill 2013)
40
• Help inform employee
social engagement
• Empower employees
to act independently
• Align with the
company’s values
Adobe Center of Excellence
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
Source: The Social Employee, (McGraw-Hill 2013)
41
“Give employees guardrails and
they’ll be fearless.”
-- Mark Burgess
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
©2014AdobeSystemsIncorporated. All RightsReserved. AdobeCon fdential.
MapSocial KPIstoBusinessObjective
Business
Objective
KPI 1 KPI 2 KPI 3 KPI 4 KPI 5
Awareness Social Community
Growth
ShareofInf uencers’
voice
Volumeofconversations
andreach
Ratioofpositive,negative
andneutral sentiment
Traffictoproduct
pages
Engagement Percent ofcommunity
interactingwithcontent
Interactionsperfollower Content viralityand
velocity
“Likes”,re-tweets,shares,
mentions,etc.
Campaign#hashtag
use
LeadGeneration Cost perleadfromsocial
channels
Social media’sassist in
thepurchasepath
Qualifedsalesleadsfrom
social
Reachwithintarget
audience
#ofwhitepaper
downloads
DemandGen/
Conversion
Direct at ribution-
revenueandtrial
downloadsthrough
trackedlinks
Cost peracquisition Conversionratesand
averageordervaluefrom
social channels
Revenueat ributionfor
keyinf uencers
On-siteproduct
reviewsinf uenceon
conversionrates
CustomerSupport Cost savings(call
def ection)
Avg.timetoissue
resolution
Changeinsentiment
aroundsupport issue
Numberofissues
resolved
Issueresolutionrate
peragent
Advocacy Numberofactive
advocates
Shareofinf uence Percent ofbrand
communicationdrivenby
advocates
Inf uencescoreand
reachofadvocates
Revenueat ributable
toadvocates
Product Innovation Numberofproduct
ideassubmit ed
Numberofideas
includedinproduct
development
Numberofbugsreported
andfxed
Sizeofcommunity
providingproduct
feedback
Engagement ratesin
product forums
Adobe - Map Social KPIs to
Business Objective
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.Source: Adobe
43
Southwest Airlines
The Social Southwest Culture
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
Source: The Social Employee, (McGraw-Hill 2013)
44
• Achieve 100% employee adoption of
social media (< 200 employees)
• Create a real-time case study of the
process through a program called the
#domosocial experiment.
• Measure a prospective recruit’s “Social
IQ” as a prerequisite of employment.
Domo Goals
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
Source: The Social Employee, (McGraw-Hill 2013)
Domo Social Breakdown
Source:
The Social Employee, (McGraw-Hill 2013)
45©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
Activation
Plan
1
2
3
4
5
46©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
“Social employees are already in
your organization, ready to unleash
their talents in the digital bazaar.”
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. 47
Listen
1
2
Develop
3
Train
4
Deploy
5
Measure
Social Employee Pilot Activation Plan
48©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
Join The
@SocialEmployee
Revolution
49©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
50
mburgess@bluefocusmarketing.com
cburgess@bluefocusmarketing.com
@ckburgess
@mnburgess
www.linkedin.com/in/cherylburgess/
www.bluefocusmarketing.com/blog
www.linkedin.markburgess11/
www.bluefocusmarketing.com
@BlueFocus@SocialEmployee
©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.

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Cheryl Burgess, Mark Burgess - 2014, The Year of the Social Executive – Branding from the Inside Out

  • 1. ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. 1 2014: The Year of the Social Leader + Branding from the Inside Out Cheryl Burgess MarkBurgess @mnburgess@ckburgess ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. July 2, 2014
  • 2. 2 S T R A T E G Y ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 3. Agenda 1 2 3 4 5 The Shift Social Employee Social Leaders Success Stories Activation Plan ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. 3
  • 4. 4 What you will learn over the next 40 minutes . . . • What is a Social Business? • What is a Social Employee? • What are the benefits for the employee & company? • What is a Social Leader? • What are leading brands (large and small) doing now to leverage social employees? • What do you need to do NOW to benefit? ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 5. The Shift 1 2 3 4 5 5©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 6. 6©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 7. ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. 7 The New Normal: The world is social  Brands no longer have complete control  The biggest risk is not taking one
  • 8. 8 • Build clear sense of brand identity (e.g. mission, vision & values) • Focus on building a social culture to foster technology adoption • Construct a collaborative mindset Adapting to the New Normal ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 9. ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. 9 What is Social Business and why is it important?
  • 10. External Communications Internal Communications 10©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 11. Source: IBM What has the most surface area? 11©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 12. Social Employee 1 2 3 4 5 12 ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 13. • 14% of people trust advertising • 78% of people trust recommendations from their peers • W-O-M is 10X more powerful than traditional advertising 13 Sources: E. Qualman, eMarketer ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. Where does Trust come from?
  • 14. 14 fake ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 15. 15 authentic ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 16. 16  Empowered Change Agent  Highly-Skilled in Social Media  Engaged  Integration: Personal & Professional ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. What is a Social Employee?
  • 17. 21% 32% 31% 32% 24% 30% 27%26% 30% 17% 27% 31% 23%22% 25% 15% 21% 21% 25% 23% 21% 12% 13% 19% 14% 16% COMPANY'S CEO COMPANY'S EMPLOYEE ACTIVISTCONSUMER ACADEMIC MEDIASPOKESPERSON 37% 34% 36% Q197-201(Global Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic, please 18 select which person you trust MOST to provide you with credible and honest information about a company. General Publics, 27-country global total. ACOMPANYEMPLOYEEISTHEMOSTTRUSTEDSPOKESPERSONTOPROVIDECREDIBLE ANDHONESTINFORMATION MOSTTRUSTEDINFLUENCERTOCOMMUNICATEEACHTOPIC- INFLUENCERMESSAGEMAPPING INTEGRITY PURPOSE OPERATIONSPRODUCTS & SERVICES ENGAGEMENT TOTALS 17 50%
  • 18. World Class Companies are branding from inside out… …empowering their employees to be social. 18©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 19. 19©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 20. “The Social Employee Revolution will succeed because it is a win/win” Cheryl Burgess, Author of The Social Employee, CEO of Blue Focus Marketing® 20©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 21. 21 Source: Tom Peters, @Tom_Peters – “The Brand Called You” Fast Company • More authentic branding • Retain high-value employees • Increase leads & sales • Build your personal brand • Earn rewards & recognition • Employability WIN WIN ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 22. Social Leaders 1 2 3 4 5 22©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 23. The Social Business Ecosystem 23©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 24. • Fuels Social Employee • Mission – Vision -- Values • Selling the “why” internally and externally • Become the brand chief storyteller • Humanize the brand 24©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 25. TODAY, the Social Executive performs a dual role: Coach and Player ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 26. 82% respondents in a 2012 Brandfog survey were more likely to trust a brand whose executives were involved in social media. IBM’s 2012 Study of more than 1,700 chief executive officers 26©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 27. ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 28. ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. 28
  • 29. ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. As you create your social business, start at your executive floor.
  • 30. Success Stories 1 2 3 4 5 30 ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 31. ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. 31 What are companies doing now to empower their social employees?
  • 32. 32 Success Stories ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 33. Successful Companies are Training Armies of Social Employees 33©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 34. 34 • Educate IBMers of social initiatives • Empower employees to engage in social • Provide employees with the tools they need to be successful IBM Goals ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. Source: The Social Employee, (McGraw-Hill 2013)
  • 35. 35 IBM “Magna Carta” Moment • Invited employees to become coauthors of the company’s social media policy –http://www.ibm.com/blogs/zz/en/guideline s.html • IBMers treat it “like their Magna Carta” ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. Source: The Social Employee, (McGraw-Hill 2013)
  • 36. 36 IBM Key Learning’s • Align brand values with employee values • Think long-term & build to last • Employees are the voice of the brand • Recognition is a powerful motivator ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. Source: The Social Employee, (McGraw-Hill 2013)
  • 37. ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. 37 Cisco Goals • Increase collaboration & engagement to break down communication gaps • Empower employees to engage authentically • Transform employees into advocates Source: The Social Employee, (McGraw-Hill 2013)
  • 38. 38 Source: The Social Employee (McGraw-Hill, 2013) ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 39. ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. 39 Cisco Key Learning’s • Executives led the charge toward becoming a social business • Answer “why” first -- Purpose drives motivation • Measure employee buy-in Source: The Social Employee, (McGraw-Hill 2013)
  • 40. 40 • Help inform employee social engagement • Empower employees to act independently • Align with the company’s values Adobe Center of Excellence ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. Source: The Social Employee, (McGraw-Hill 2013)
  • 41. 41 “Give employees guardrails and they’ll be fearless.” -- Mark Burgess ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 42. ©2014AdobeSystemsIncorporated. All RightsReserved. AdobeCon fdential. MapSocial KPIstoBusinessObjective Business Objective KPI 1 KPI 2 KPI 3 KPI 4 KPI 5 Awareness Social Community Growth ShareofInf uencers’ voice Volumeofconversations andreach Ratioofpositive,negative andneutral sentiment Traffictoproduct pages Engagement Percent ofcommunity interactingwithcontent Interactionsperfollower Content viralityand velocity “Likes”,re-tweets,shares, mentions,etc. Campaign#hashtag use LeadGeneration Cost perleadfromsocial channels Social media’sassist in thepurchasepath Qualifedsalesleadsfrom social Reachwithintarget audience #ofwhitepaper downloads DemandGen/ Conversion Direct at ribution- revenueandtrial downloadsthrough trackedlinks Cost peracquisition Conversionratesand averageordervaluefrom social channels Revenueat ributionfor keyinf uencers On-siteproduct reviewsinf uenceon conversionrates CustomerSupport Cost savings(call def ection) Avg.timetoissue resolution Changeinsentiment aroundsupport issue Numberofissues resolved Issueresolutionrate peragent Advocacy Numberofactive advocates Shareofinf uence Percent ofbrand communicationdrivenby advocates Inf uencescoreand reachofadvocates Revenueat ributable toadvocates Product Innovation Numberofproduct ideassubmit ed Numberofideas includedinproduct development Numberofbugsreported andfxed Sizeofcommunity providingproduct feedback Engagement ratesin product forums Adobe - Map Social KPIs to Business Objective ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.Source: Adobe
  • 43. 43 Southwest Airlines The Social Southwest Culture ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. Source: The Social Employee, (McGraw-Hill 2013)
  • 44. 44 • Achieve 100% employee adoption of social media (< 200 employees) • Create a real-time case study of the process through a program called the #domosocial experiment. • Measure a prospective recruit’s “Social IQ” as a prerequisite of employment. Domo Goals ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. Source: The Social Employee, (McGraw-Hill 2013)
  • 45. Domo Social Breakdown Source: The Social Employee, (McGraw-Hill 2013) 45©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 46. Activation Plan 1 2 3 4 5 46©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 47. “Social employees are already in your organization, ready to unleash their talents in the digital bazaar.” ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. 47
  • 48. Listen 1 2 Develop 3 Train 4 Deploy 5 Measure Social Employee Pilot Activation Plan 48©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
  • 49. Join The @SocialEmployee Revolution 49©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.