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Copyright © 2014, SAS Institute Inc. All rights reserved. #TWEETYOSELF SAS' INSIDE-OUT WAY OF GETTING EMPLOYEES COMFORTABLE, CONSISTENT AND CONSIDERATE ON SOCIAL

SAS' Inside-Out Way of Getting Employees Comfortable, Consistent & Considerate on Social

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Copy r ight © 2014, SAS Ins t i tu te Inc . A l l r ights reserved.

#TWEETYOSELFSAS' INSIDE-OUT WAY OF GETTING EMPLOYEES COMFORTABLE,

CONSISTENT AND CONSIDERATE ON SOCIAL

Copy r ight © 2014, SAS Ins t i tu te Inc . A l l r ights reserved.

AGENDA #CUETOCHUGCOFFEE

ONE PERSON TWO PEOPLE SASTEAM SIX

CASE STUDIES + LESSONS LEARNED + TIPS

Copy r ight © 2014, SAS Ins t i tu te Inc . A l l r ights reserved.

SOCIAL@SAS TECH CO ≠ SOCIAL SAVVY EMPLOYEES

• Employees free to use social media• Common sense guiding principles:o People are already talking about SASo Interact on social as you would in

persono We trust our employees

• “Speak for yourself,” not SAS

Copy r ight © 2014, SAS Ins t i tu te Inc . A l l r ights reserved.

CLEANING HOUSE … AND WORKING ON OUR SOCIAL SKILLS

• Monster task of assessing and

organizing social media accounts, tools,

resources and contacts• From that audit, was born:

• Social media channel policies • Social Media Resource Portal• Internal Hub group, distribution lists

• Promote, promote, promote (internally)

Copy r ight © 2014, SAS Ins t i tu te Inc . A l l r ights reserved.

#TEAMOFONE #GPTW CASE STUDY

• SAS is No. 1 Multinational

Workplace• Let’s amplify the news with our

employees• Quickly gathered employees for

picture• Posted picture to SAS Software

Facebook page, asked employees

to tag themselves• Results: 778 likes, 229 shares, 85

comments, 40+ tags, 6,344 reach,

employee PRIDE!

Copy r ight © 2014, SAS Ins t i tu te Inc . A l l r ights reserved.

#TEAMOFONE LESSON LEARNED & TIPS

Lesson learned• Make friends with Internal

Communications• Know your channel• Magic quotient: Employees

sharing corporate posts• Employees have 10x more followers

than corp. accounts• 92% of an employee’s Twitter

followers are new to the brand• Trust in employees is twice that of a

Chief Executive

Tips• Tap into your employee base and

create share-worthy content!• Use free tools (Hootsuite,

Tweetdeck) to manage social

media posts & monitoring tasks• Read blogs like Mashable, Social

Media Examiner for case studies

Copy r ight © 2014, SAS Ins t i tu te Inc . A l l r ights reserved.

#TEAMOFTWO SOCIAL CONTENT STRATEGY CASE STUDY

• Adding value with thoughtful content curation

Copy r ight © 2014, SAS Ins t i tu te Inc . A l l r ights reserved.

Our Content Focus Areas

SOCIAL CONTENT STRATEGY

FACEBOOK

• Primary goals: Increase brand awareness & retention

• Secondary goals: Registrations, conversions

• Our audience: Young, educated, male, English speaking, global

• Top performing content: Images, videos, engaging questions

• Targeted content for development: Quote tiles, infographics, short videos, short form content from white papers/longer form content

• Best practices: • Engagement ↑ Thurs. & Fri.• Allow 3 hours between posts

to maximize engagement • Images get 40% higher

engagement • Keep posts short & sweet• Do not use shortened URLs

CORPORATE CULTURE

SAS CUSTOMER

EVENTS

PRODUCT

NEWS

Post frequency: 1-2x/dayOptimal times: 8-10am, 11-1pm, 4-6pm

Social KPIs: Follow, refer consume, reach, engage, convert

Copy r ight © 2014, SAS Ins t i tu te Inc . A l l r ights reserved.

#TEAMOFTWO LESSON LEARNED & TIPS

Lesson learned• Over-communicate. Are others

doing social as part of their job?

Keep them apprised. • Don’t keep social in a silo.• Explain how social fits into existing

employee objectives,

responsibilities. Show value.

Tips• Divide and conquer – where can

some planning & strategy make

most impact?• Social content tips:

• Buffer blog (social stats)• Sales for Life blog (social selling)• @UsefulSocialMedia

Copy r ight © 2014, SAS Ins t i tu te Inc . A l l r ights reserved.

#SASTEAMSIX SOCIAL ADVOCACY CASE STUDY

Employee Education Social Content

Blog & Web

Social Listening

Social Channels

Copy r ight © 2014, SAS Ins t i tu te Inc . A l l r ights reserved.

#SASTEAMSIX SOCIAL ADVOCACY CASE STUDY

Opportunity: Sales division

wants to capitalize on social• Educational content on

Social Media Resource Portal

• Daily Update (sales &

marketing newsletter)

social sharing elements• Hub groups• Emails, meetings with

leadership

Copy r ight © 2014, SAS Ins t i tu te Inc . A l l r ights reserved.

#SASTEAMSIX LESSON LEARNED & TIPS

Lesson learned• Make it easy for employees to

share good social content• Give clear & direct calls to action • Expand internal communications

and use existing channels!• Keep your leadership updated on

progress and share metrics

Tips• AddThis (free with cost for

advanced features)• Newsle (free crawler for news

articles featuring LI connections,

FB friends)• Feedly (free news aggregator)• Canva (free design program)• WordPress (free web development

tool)

Copy r ight © 2014, SAS Ins t i tu te Inc . A l l r ights reserved.

#SASTEAMSIX 2015

• Global social survey• Portal redesign:

• Team blog• Social editorial calendar

• Employee social media

certification• Year of Social• Engagements, training for HR,

Customer Loyalty

Copy r ight © 2014, SAS Ins t i tu te Inc . A l l r ights reserved.sas.com

QUESTIONS?