Mercer's presentation for the breakout session: Brand Safety on Social

1. H E A L T H W E A L T H C A R E E R
Danielle Guzman
Global Head of Social Media and Distributed Content
@guzmand @guzmandmg
B R A N D S A F E T Y O N S O C I A L :
M A X I M I Z E R O I A N D M I N I M I Z E R I S K

2. 2Copyright © 2018 Mercer (US) Inc. All rights reserved.
2
“IT TAKES
MANY GOOD
DEEDS TO
BUILD A
REPUTATION,
AND ONLY
ONE BAD
ONE TO
LOSE IT”
B E N J A M I N F R A N K L I N
@guzmand

3. 3Copyright © 2018 Mercer (US) Inc. All rights reserved.
W H O ’ S H E A R D P E O P L E I N T H E I R O R G A N I Z AT I O N
S TAT E T H E F O L L O W I N G ?
v Our customers and prospects aren’t
on social media
v If we stay off of social media we won’t
have a problem
v We must control what employees say
and do online
v A social policy will give us control

4. 4Copyright © 2018 Mercer (US) Inc. All rights reserved.
4.1 BILLION INTERNET USERS
3.03 BILLION SOCIAL MEDIA USERS

5. 5Copyright © 2018 Mercer (US) Inc. All rights reserved.
D O N ’ T W I N G I T: A S T R AT E G Y A N D P L A N I S K E Y

6. 6Copyright © 2018 Mercer (US) Inc. All rights reserved.
6
“Getting your
employees to be
better and more
engaged in their
work may be the
most important
customer
experience task you
can do.”
- Bruce Robertson, Gartner
July 2018

7. 7Copyright © 2018 Mercer (US) Inc. All rights reserved.
Employee
Communication
and
Engagement Platform
Employee Apps
& Platforms
C O N T E N T
T H E T R I F E C TA : P R O C E S S . T R A I N I N G . C O M P L I A N C E
Campaign
Process
Digital Media
Process
UGC Process
Publishing
Process
Building a
Personal Brand
Building
Influence
Maximizing
Impact
Building
Engagement
We need
simple
processes to
follow
Training toolkit
for all colleagues

8. 8Copyright © 2018 Mercer (US) Inc. All rights reserved.
P u b l i c
R e l a t i o n s
D R I V E T H E C O N V E R S A T I O N S A D V O C A C Y
• Humanize the
brand
• Amplify thought
leadership
• Create authentic
moments
• Strengthen
employee
engagement
C u r a t i o n
D I S T R I B U T I O N
• LinkedIn
• Twitter
• You Tube
• Facebook
• Instagram
• Medium
C a m p a i g n s U G C
EVERGREEN CONTENT
DECONSTRUCTED CONTENT
WEEK DAY / WEEKEND KEYWORDS
• Brand theme 1
• Brand theme 2
• Brand theme 3
Press Releases
Media hits
Brand mentions
2018 evergreen
content
campaigns
Brand theme video
series
Tier 1 media,
trades, journalists
Influencers
Thought leaders
Advocates
Quotes series
Blogs
Influencer
content
P L U S : A C O N T E N T S T R AT E G Y & E D I T O R I A L C A L E N D A R

9. 9Copyright © 2018 Mercer (US) Inc. All rights reserved.
E M P O W E R E M P L O Y E E S : I T E M P O W E R S & P R O T E C T S
Y O U R B R A N D
We have 22,000 employees that bring a broad range of experience across industries,
unique capabilities and areas of expertise that we can harness and empower to
advocate & listen through social media.
Image credit: Thrive Global

10. 10Copyright © 2018 Mercer (US) Inc. All rights reserved.
L I S T E N , A C T A N D R E S P O N D T O Y O U R A U D I E N C E S
The number of messages that require a brand response has increased 77% in the last
year – and a staggering five out of six of these go unanswered.
Brand mentions
Brand interactions
Brand Health
Content your audience craves
Marketing programs
Improve customer experience
Strategic product decisions
MONITORING
Building an effective
engagement strategy
LISTENING
Context and larger trends
drive social strategy

11. 11Copyright © 2018 Mercer (US) Inc. All rights reserved.
A C T I VAT E T H E P O W E R O F D I G I TA L M E D I A ( P R )
*2016 Reuters Institute Survey of Sources of News.

12. 12Copyright © 2018 Mercer (US) Inc. All rights reserved.
A S O C I A L M E D I A P O L I C Y I S K E Y
“ 7 7 % O F
E M P L O Y E E S
A C C E S S T H E I R
P E R S O N A L
S O C I A L M E D I A
A C C O U N T S AT
W O R K ”
P E W R E S E A R C H
C E N T E R

13. 13Copyright © 2018 Mercer (US) Inc. All rights reserved.
13
13© MERCER 2016