Activating Employees as Company Advocates on Social Media

Global Marketing 1

Internal Social Advocacy: Unleashing Employees As “The Next New Product”

Amy Tennison, Former Global Management of Social Training and Activation at Dell

Twitter: @AmyTennison

Amy Heiss, Dell Social Training & Activation Global Lead

Twitter: @AmyHatDell

Global Marketing

Employee Landscape is Changing

Employee attitudes can

affect customer satisfaction up to 80%

(National Business Research Institute,

2012)

69% of US employees are

actively disengaged (Gallup, 2012)

Only 37% of employees

understand their company’s

vision (Stephen Covey, The

8th Habit)

More employees are remote –

50% of jobs are compatible with part-time work

from home (Global Workplace

Analytics, 2012)

Global Marketing

Social media will make your Employees better at their jobs

Harvard Business Review weighs in

• The most expensive employees spend:

– 28% of their time reading/replying to emails

– 19% of their time tracking down information

– 14% of their time collaborating with co-workers

• Social media could represent a 20-25% increase in efficiency in these activities

• “Dig out the dark matter”

– High-value knowledge is hidden in oral traditions or buried on hard drives

• Source

Global Marketing

…recognize social media as a key tool for interacting with customers externally

CEOs Are Catching On…

#1 CEOs predict social

media will replace

websites & call centers

as the #1 tool for customer

interaction (IBM Study)

77% Of buyers are more likely to buy from a company if the CEO uses social media (Top Rank)

53% of B2B buyers follow social

discussions about vendors they are

considering

(Top Rank)

90% Inc. 500 companies use

a major social media platform & 62% say

social media is “somewhat” or “very”

necessary to their growth

(Heidi Cohen)

Global Marketing

…recognize social media as a key tool for interacting with customers externally

CEOs Are Catching On…

#1 CEOs predict social

media will replace

websites & call centers

as the #1 tool for customer

interaction (IBM Study)

77% Of buyers are more likely to buy from a company if the CEO uses social media (Top Rank)

53% of B2B buyers follow social

discussions about vendors they are

considering

(Top Rank)

90% Inc. 500 companies use

a major social media platform & 62% say

social media is “somewhat” or “very”

necessary to their growth

(Heidi Cohen)

But why hasn’t it transitioned within business walls?

Global Marketing

What do you want your employees to do?

Where is your org today in terms of social activation?

“Consider Dell, which has two types of defined training models: a guideline-focused course for everyone and a series of in-depth courses that are required for anyone representing the company in social media…”

“Best in class training”

11,000 SMaC Certified; 20, 000

unique class attendees

Nominated for 2011 Constellation SuperNova Award for Social Business

“recognizes teams for their courage in battling the odds to effect change in their organization”

Global Marketing

Defining Roles for Your Employees

Global Marketing

Map Employee Skills to Social Tasks

Global Marketing

Strategy

Governance

Training & Activation

Innovation

Measurement & Insight

Key Competencies within Social Operations

Global Marketing

Becoming a Social Business

Strategy

Governance

Training & Activation

Innovation

Measurement & Insight

Global Marketing

Must have permission to create

any new Dell-branded social

media accounts

Accounts should be consolidated when possible, teams can target by region and

language

Communities for internal team

members should be formed on internal

tools such as Chatter

Agencies should not manage customer

relationships; instead help plan and

execute social media activities

No dedicated accounts for

campaigns, products or services

Certification is required for any team member

directly engaging customers in social

Governance ensures alignment with our strategy, our brand and our goals

Strategy

Governance

Training & Activation

Innovation

Measurement & Insight

Global Marketing

Social Training Paths

Confidential 13

Programs

Professional Certification

Executive Training

Certification

Skill Enhancing

Best Practice Sharing

Tool Training

Types of Training

Subject Matter Expert

Social Profile Improvements

Blog writing workshops

Influencer Relations

Listening Tools

Content Curation

Community Management

Speakers

Case Studies

Power Hours

Strategy

Governance

Training & Activation

Innovation

Measurement & Insight

Global Marketing

Incorporate into Manager Framework

Strategy

Governance

Training & Activation

Innovation

Measurement & Insight

Global Marketing

Create a Social Culture

Confidential 15

Encourage participation by providing special employee events for social media advocates • Guest speakers • UnConferences • Love notes

Strategy

Governance

Training & Activation

Innovation

Measurement & Insight

Global Marketing

Measure Success

Strategy

Governance

Training & Activation

Innovation

Measurement & Insight

Global Marketing

Give Employees a Path to Engagement

Strategy

Governance

Training & Activation

Innovation

Measurement & Insight

Global Marketing

How will you activate your employees?

3 Primary Opportunities for Social Media Internally

Improve collaboration & communicatio

n Connect real-world employee

networks online via social communities to reduce time spent searching for info and

replying to emails

Build advocacy & word of

mouth Empower employees to amplify

company messages and highlight team wins across their personal social media networks

Drive credibility & influencer

relations Establish internal experts

externally as active thought leaders around key company

topics

Global Marketing

What does “Employees as your next new product” look like?

asdlfjahs

Real Time Listening

Dell trained 200+ internal B2B product & service experts to be social thought

leaders and manage key influencer/customer relationships

Dell--SME

Target Pulse (employee blog)

gives potential new hires a sneak peak at

company culture

Target

Best Buy

Best Buy’s Twelp Force turned Twitter into a customer satisfying, employee-motivating and

PR-generating machine (2,600+ active employees)