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Your Employees Can Be Your Most Powerful Brand Ambassadors


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Your employees are already on social media. Why not ask them to become your organization's brand ambassadors on their personal social media accounts so your messages will go viral? They can be trusted to say and do the right things. With a little guidance, and not too many "no-no's," they will be anxious to help their company succeed, because then they will succeed. In this presentation, you will learn:
-- Why companies are enlisting employees as brand ambassadors
-- Companies that are doing it well.
-- The 6 steps to engage your employees as your most trusted advocates.
-- Social media policies.

Published in: Social Media, Business, Technology
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Your Employees Can Be Your Most Powerful Brand Ambassadors

  1. 1. Your Employees Can be Your Most Powerful Brand Ambassadors PUBLIC RELATIONS Professionals of Long Island
  2. 2. Today’s Agenda  Why companies are enlisting employees as brand ambassadors.  Companies that are doing it well.  The 6 Steps to engage your employees as your most trusted advocates.  Social media policies. 2
  3. 3. Your employees are on ALREADY on social media. Why not engage them to promote your products, services and brand? 3
  4. 4. Benefits to Your Company  Retain and attract talent.  Burnish your brand.  Leverage the viral power of social networks to reach millions of customers for your products and services.  Create funnel for ideas and innovation.  Increase “Earned Media” and reduce cost of traditional advertising. 4
  5. 5. Cisco: Requirements of New Professionals & College Students Survey of 2,800 college students & recently employed grads Cisco survey of 2,800 college students Cisco survey of 2,800 college students and recently employed graduates, and recently employed graduates, September 2011 September 2011 5
  6. 6. Seriously? 80% said the Internet is as important to their lives as food, air & water!! 6
  7. 7. Social Media Improves the Customer Experience 7
  8. 8. 8
  9. 9. Social Media Policies 9
  10. 10. Coca-Cola® Social Media Principles S “These Online Social Media Principles have been Developed to empower our associates to participate in this new frontier of marketing and communications, represent our Company, and share the optimistic and positive spirits of our brands.” Coca-Cola has a Social Media Certification Program 10
  11. 11. Gap’s Social Media Policy Gap’s social media policy for 134,000 employees: -"Keep in mind" -"How to be the best” -“Don't even think about it" * 11
  12. 12.  Hundreds of Zappos employees on Twitter.  2.8 million followers of CEO Tony Hsieh.  He trusts his employees to “be real and use their best judgment.” 12
  13. 13. IBM’s Social Computing Guidelines “…Personal experience with employees has the greatest impact on executive opinions of our company.” …“not mass communications, but masses of communicators.” 14
  14. 14. Jon Iawata, SVP, Marketing & Communications, IBM  Cannot control what employees say - but employees can be trusted.  Management knows what its people are talking about on social media.  Strategically, social media drives the business.  YouTube “Social Media as an Internal Tool.” 15
  15. 15. Long Island Companies on Social Media 16
  16. 16. Henry Schein, Inc. 17
  17. 17. New Yorker Cartoon 18
  18. 18. Employee Engagement on Twitter #teamschein 19
  19. 19. Bedgear, Inc. 20
  20. 20. 6 Steps To Engage Your Employees as Brand Ambassadors 21
  21. 21. 1. Create Social Media Policy  Form a committee including HR, Compliance, CMO, PR Director, Legal Counsel and select employees.  Develop guidelines that promote engagement on social networks.  Keep the “no-no’s” to a minimum.  Trust your employees to say the right things. 22
  22. 22. 2. Survey Employees  What social networks are your employees using?  Analyze their content to determine if they would be reliable “wingmen.”  Are they willing to serve as the company’s brand ambassadors on social media? 23
  23. 23. 3. Form Pilot Group  Use the survey to identify enthusiastic employees.  Facilitate training sessions.  Integrate social networking with traditional marketing campaigns. 24
  24. 24. 4. Provide Guidelines and Rewards  Incorporate responsibilities and goals into job descriptions.  Strike a balance between free-wheeling and over-bearing in advising employees what they can and cannot say.  Provide incentives and rewards. 25
  25. 25. 5. Feed Information to the Pipeline  Create branded blogs, Twitter and LinkedIn accounts for senior executives and share content with pilot group.  Ambassadors comment on senior executive blogs, RT their tweets, share articles on social networking sites.  Employees create their own content within company guidelines for their social media accounts and blogs. 26
  26. 26. 6. Measure Results  Track business relationships established.  Monitor key words to measure search rankings.  Conduct rolling surveys of ambassadors to assess activity and make course corrections.  Create a system to collect information about customer interactions: complaints and kudos. 27
  27. 27. You Need To -- Communicate social media policy and activities to all employees. Add ambassadors.  Be transparent in all communications.  Accept that you cannot exert 100% control of what employees will say.  Trust your employees to do the right things. They want the company to flourish – because then they will too! 28
  28. 28. To Summarize 1. 2. 3. 4. 5. 6. Create a social media policy. Survey employees. Form pilot group. Provide guidelines and rewards. Feed information to the pipeline. Measure results. 29
  29. 29. Social Media Governance List and descriptions of 247 Corporate Social Media Policies and Templates. . 30
  30. 30. Jeannette Paladino jeannettepaladino jeannettepaladino @jepaladino QUESTIONS? COMMENTS Jeannette Paladino Write Speak Sell Tel: 212-308-4364 31