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Leveraging Social Media in Employee Engagement

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Elizabeth Lupfer
Elizabeth Lupfer

The document discusses how companies can use social media to strengthen their brands through employee and customer engagement. It provides an overview of how the traditional brand model is shifting to focus on deeper relationships and brand communities. Specific strategies and best practices are presented for developing a brand-based social media presence, including establishing goals, listening to conversations, empowering employees through guidelines, and encouraging discussions that build the brand.

TechnologyBusiness
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[object Object],THE ROLE OF SOCIAL MEDIA: How to strengthen your brand through employee and customer engagement
WHO WE ARE
[object Object],Brand strategies and execution that bring your entire online presence into alignment with your brand.
WHO WE WORK WITH
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
[object Object],“ Decoding Generational Differences: Fact, Fiction or Should we Just go Back to Work?” Deloitte Development 2008 Social influences Characteristics Greatest generation Direct me Great Depression Recovery through public works World War II and Korean War Pearl Harbor and Hiroshima Loyal Patriotic Faith in institutions Baby boomers Engage me Economic prosperity Vietnam War Civil rights movement Sexual revolution Protest marches and sit-ins Idealistic Competitive Question authority Workaholic Gen Xers Educate me Watergate Corporate raiders Fall of the Berlin Wall Gulf War/high tech warfare PC boom Environmentalism Self-reliant Skeptical/distrust institutions Adaptive Millennials Connect with me Terrorist attacks (Oklahoma City, 9/11, Columbine) Internet boom World without boundaries Tolerant Cyber-literate Social Confident
THE MODEL FOR BRAND IS SHIFTING
 
[object Object],brand messaging
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object],Management Staff Customers Branded events Branded social media Branded website Branded product experience Branded customer service Branded advertising
[object Object],[object Object],[object Object],[object Object]
 
 
[object Object],[object Object],Management Staff Customers Branded events Branded social media Branded website Branded product experience Branded customer service Branded advertising
[object Object],[object Object],[object Object],[object Object],– Engagement db’s ranking of the top 100 Global Brands, July 2009
IN THIS NEW MODEL AUTHENTICITY IS KEY
 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]
EVEN MARTHA’S DOING IT
[object Object],[object Object],[object Object],[object Object],[object Object],The 2008 Cone Business in Social Media Study
[object Object]
[object Object]
[object Object]
[object Object]
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[object Object],Use of social media to do one’s job Aon Consulting Web 2.0 and Employee Communications Survey March 2009 Non-Millenials Millenials Intranet 65% 72% Text messaging 25% 38% Instant messaging 46% 48% Social network sites 13% 20% Blogs 8% 13%
[object Object]
[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Community Communication Feedback
[object Object],[object Object],[object Object],[object Object]
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[object Object],[object Object],[object Object],[object Object]
[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],TAKE 15 MINUTES TO IDENTIFY YOUR SOCIAL MEDIA GOALS
EXECUTING A SOCIAL MEDIA BRAND PRESENCE
[object Object],[object Object],[object Object]
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