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@googledave
Ollie Sharpe UK Sales Manager, LinkedIn @olliesharpe
Dave Hazlehurst Director, Ph.Creative
@googledave
“Today people don’t trust companies. One of the things marketers want to do is to humanize their brand. What better way to do it than put a live person in front of them.”
– Jackie Huba, Author
“People relate to other people, not sales pitches and marketing jargon”
Janet Fouts, CEO Tatu Digital Media
AMPLIFY YOUR
BRAND
SOCIAL
CHAMPIONS • Huge untapped potential
• Extend reach across social channels
• Ready made communities
• Great resource and knowledge
• Influence throughout buying cycle
Increasing Credibility of Employees and Leaders
Source: 2016 Edelman. Trust Barometer Q130-587. Below is a list of people. In general, when forming an opinion of a company, if you heard information
about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?
(Top 2 Box, Very/Extremely Credible) General Population, 27-country global total.
Percent who rate each spokesperson as extremely/very credible 2015 2016
+8
Technical
expert
Academic
expert
A person
like
yourself
Financial
industry
analyst
Employee CEO NGO
representative
Board of
Directors Government
official/regulator
CEO credibility
increased the most
General
Population
+6
Increasing Credibility of Employees and Leaders
Source: 2016 Edelman. Trust Barometer Q130-587. Below is a list of people. In general, when forming an opinion of a company, if you heard information
about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?
(Top 2 Box, Very/Extremely Credible) General Population, 27-country global total.
Percent who rate each spokesperson as extremely/very credible 2015 2016
+8
Technical
expert
Academic
expert
A person
like
yourself
Financial
industry
analyst
Employee CEO NGO
representative
Board of
Directors Government
official/regulator
CEO credibility
increased the most
General
Population
+6
11
Who Shares What?
2014 Edelman Trust Barometer Annual Global Study
Company’s CEO Company’s Employee Media Spokesperson
Think about different types of information you may read, see or hear about a company. For each topic,
select which person you trust most to provide you with credible and honest information about a company.
Employees are Essential Advocates
Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s
accomplishments? Q611 a company’s business practices, both positive and negative, and its handling of a crisis? Q612 a company’s employee programs, benefits and working conditions, and how a company
serves its customers and prioritizes customer needs ahead of company profits? Q613 a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local
community? Q614 a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related
to the industry in which it operates? General Population, 28-country global total.
Most trusted spokesperson to communicate each topic
Innovation efforts Financial earnings &
operational
performance
Business practices/
crisis handling
Treatment of
employees/customer Partnerships/
Programs to address
societal issues
Views on
industry issues
Employees Most Trusted
General
Population
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson
DEVELOP STRATEGY ROLLOUT PLAN
• Ensure alignment with objectives
• What does success look like
• Identify social champions
• Don’t force it
• Rollout in waves
• Let success breed success
• Create social champions as it grows
PUT THE POWER
IN THEIR HANDS
• Training and support
• Empower them
• They don’t have to be copywriters
• Make life easy, help along way
TIME TO
TAKE ACTION
• Social listening
• Community management
• Ego-jacking
• Customer care
• Nurture relationships
• Build trust
@googledave
@googledave
• Think like investigative journalists
• Ask the audience, spot trends
• Learn what matters to them
• Shape future content and how you help
ORCHESTRATE
• Show what good looks like
• You’re not there to control
• Advocates take responsibility
• If personal, disclaim
• Share the guidelines
• What to do when it goes wrong!
• Add value
• Be respectful