ENGAGE2014: All it Takes is One Post: Social Media Etiquette Training - Joe Larocque, GuideSpark & Gregory Shove, Social Chorus

The impact of social media on the business world is continuing to evolve and shape how marketing, PR and HR departments operate. While social media is a great way to engage with customers and it's critical to educate your employees on social media etiquette to avoid any social blunders that will negatively impact your company image.

Transcript

1. All it takes is one post - An Opportunity or Risk?
2. The Power of Socialized Employees Greg Shove, Founder & CEO SocialChorus @gregshove
3. Employee Advocacy: Turning Social Marketing Inside Out Software & training for your insiders – your best employees, partners and customers – to share your brand’s good news with their social networks. Customers Employees & Partners Social Media Team
4. Why Employees as Social Brand Advocates? Engaged employees are 2x as productive and generate up to 80% of all customer satisfaction 2X of employees’ Twitter followers are new to the brand 92% An everyday employee is two times more trusted than a Chief Executive. 2X — DELL study 2012 — National Business Research Institute — Edelman Trust Barometer 2013 More trusted New audience More productivity
5. The Power of Employees… Engagements 10,000,000* 1,000,000 Facebook Fans > Unique content creations Reach 50,000 5,000 *Annual results per 1K advocates 135 Employees
6. Welcome and train Welcome and orientation video Customizable terms and conditions • Can embed training and T&C’s within experience
7. Employee Advocate Experience
8. Brand News Feed • Automated content from many sources • Supports • RSS feeds • Facebook pages • Instagram accounts • Twitter accounts
9. Sharing Content • Easy to share • Across any major social network • Advocates customized messages • Embedded FTC compliance and tracking
10. Content Creation • Easy to create content for any platform • Can include Glassdoor reviews, photos
11. AT&T is Scaling Employee Advocacy Before SocialChorus 50 advocates, manual processes, no measurement After SocialChorus Scale to 2000 advocates & growing, scalable process, measurable results 0 1000 2000 3000 4000 5000 1 Pain point: Software needed to scale & measure program 50 Advocates Generate $125k AMV monthly 1,100 Advocates 2,500 Advocates November 2013 February 2014 2015 500 Advocates 5,000 Advocates April 2014 April 2012
12. Employee Advocates Drive Results • Most employee advocacy programs • Latest company news via social feeds • Enable content sharing across all networks with hashtag • Ask employees to share Job postings and create Glassdoor reviews • Include video training & compliance • Can prove ROI with • Lower cost to train and onboard social employees • Marketing value of the social reach of these employees
13. Employee Advocacy is For All Companies Financial Services Travel Tech & Telecom Retail Consumer Packaged Goods
14. Getting Started 1. Align program goals to business objectives 2. Start with a social media policy 3. Get executive buy-in (identify a champion) 4. Create a content & engagement plan 5. Identify most social employees
15. All it takes is one post - An Opportunity or Risk?
16. Social Media: Welcome to the Wild, Wild West
17. Our Cast of Characters
18. The Good
19. The Bad
20. The Ugly
21. Blurred Lines
22. He Spent a Little Too Much Time at the Saloon 39% 43% of hiring managers used social media to research job candidates in 2013 of those said that what they learned caused them not to hire the candidate source: Careerbuilder.com
23. There’s a New Sheriff in Town 2012 60% 10% 2015 Companies with formal programs for monitoring employee activity on social media (Gartner)
24. The First Step is Your Policy Published Policy General Guidelines Informal with Expectations Social Training Provided Monitored Use No Policy Don’t Know COMPANY SOCIAL MEDIA POLICIES 0% 10% 20% 30% 40% 23% 31% 17% 7% 9% 24% 8% source: SilkRoad
25. Communicate on the Employee’s Terms & Timeline GOAL: TOOL: Risk Mitigation PDF (10+ pages) GOAL: TOOL: Awareness Web Video (2-4 mins)
26. Takeaways 1 2 3 With great power comes great responsibility Take a stance on social media with a published policy Communicate with employees on their terms & timeline to drive proper social media behavior