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Employee Empowerment: Through a Social Business Strategy

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Marcus Nelson
Marcus Nelson

Presentation at Social Media Strategies Summit - New York 2013

BusinessTechnology
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@marcusnelson #SMSSummit EmployeeEmpowerment: Througha SocialBusinessStrategy 1@marcusnelson #SMSSummithttp://www.flickr.com/photos/vivnsect/8477872978
@marcusnelson #SMSSummit 2 @marcusnelsonCEO/Founder of Addvocate Former Head of Social Media at Salesforce.com http://www.flickr.com/photos/kylemccluer/4881501274 @marcusnelson #SMSSummit
@marcusnelson #SMSSummit@marcusnelson #SMSSummit 3 Rules: 1. Adore me 2. Interrupt to ask questions (unless it’s a really hard question) 3. Stay off Email 4. Stay off Facebook 5. Tweet Everything I say 6. Clean up after use http://www.flickr.com/photos/rabbit75/6803959341
@marcusnelson #SMSSummit@marcusnelson #SMSSummit Companies Using Social For Marketing 4 57% 72% 81% 88% 91% 92% 2009 2010 2011 2012 2013 2014Percent of Companies Using Social Channels Source: http://www.emarketer.com/Article.aspx?R=1009273 http://www.flickr.com/photos/donotrevenge/8118618089
@marcusnelson #SMSSummit@marcusnelson #SMSSummit 0 15 2011 2012 2013 2014 Big Money Spent On Social Advertising 5 http://www.emarketer.com/Article.aspx?R=1008862 Billion $5.20 Billion $7.72 Billion $10.24 Billion $11.87 http://www.flickr.com/photos/donotrevenge/8135432192
@marcusnelson #SMSSummit@marcusnelson #SMSSummit 6 http://www.flickr.com/photos/kevincappis/6303988017
@marcusnelson #SMSSummit@marcusnelson #SMSSummit 7 Today: You’re queuing up content with a content calendar. You have your KPIs aligned with company guidance. You have content going out regularly to engage your audiences. You seed posts with company executives & influencers. http://www.flickr.com/photos/donotrevenge/8135395833
@marcusnelson #SMSSummit 8 0 13 25 38 50 2011 2012 Problem Credibility of CEOs and officials has plummeted http://trust.edelman.com/ @marcusnelson #SMSSummithttp://www.flickr.com/photos/insightimaging/8497408240/
@marcusnelson #SMSSummit 9 http://trust.edelman.com/ Meanwhile Credibility of regular employees & “people like yourself” has skyrocketed Customers WANT to talk to employees 0 13 25 38 50 2011 2012 @marcusnelson #SMSSummithttp://www.flickr.com/photos/tylo92/3651626823/
@marcusnelson #SMSSummit@marcusnelson #SMSSummit 10 http://trust.edelman.com/ http://www.flickr.com/photos/stephenwalford/7380659344/
@marcusnelson #SMSSummit@marcusnelson #SMSSummit 11 http://www.flickr.com/photos/kevincappis/8365994473
@marcusnelson #SMSSummit@marcusnelson #SMSSummit 12 http://www.flickr.com/photos/donotrevenge/8118916055
@marcusnelson #SMSSummit 13 @marcusnelson #SMSSummithttp://www.flickr.com/photos/yukonblizzard/5370404414 To Consider: 1. Engage employees as you do your customers, one-to-one. 2. Make them part of the story 3. Equip your employees 4. Give them ownership 5. Create intimacy, community, respect
@marcusnelson #SMSSummit 14 You can play police officer or: • Talent agent ~ Find the stars inside your org • Grassroots organizer ~ Enable and empower the masses You choose. @marcusnelson #SMSSummithttp://www.flickr.com/photos/timbo444/6335489592
@marcusnelson #SMSSummit 15 HR Perspective No tool allows HR to empower, measure, and celebrate employees to be brand advocates. • Acknowledge & validate individual efforts • Mobilize your workforce • Promote the wins @marcusnelson #SMSSummithttp://www.flickr.com/photos/stephenwalford/8116884592
@marcusnelson #SMSSummit@marcusnelson #SMSSummit 16 http://www.flickr.com/photos/kevincappis/8707249221
@marcusnelson #SMSSummit@marcusnelson #SMSSummit Ready. Set. Go. 17 http://www.flickr.com/photos/kevincappis/8340241151
@marcusnelson #SMSSummit@marcusnelson #SMSSummit Determine Objectives 18 Share of Voice # of MVPs Awards Won Engagement Coverage Video Views Subscribers Posts & Comments Facebook Engagement Score Sentiment # of Employees Trained # of Influencers Engaged Audit Score Downloads Attendees Quality of Engagement Share of Conversation http://www.flickr.com/photos/bryanscott/4178419554/
@marcusnelson #SMSSummit 19 salesforce.com/socialmediapolicy What’s in bounds? What’s out of bounds? Who to escalate things to? public facing youtube video Every Employee is responsible for reading and adhering to the rules. Establish Social Media Guidelines @marcusnelson #SMSSummithttp://www.flickr.com/photos/mmwally/4187355276
@marcusnelson #SMSSummit Build Proficiency Among Employees 20 http://en.community.dell.com/dell-blogs/direct2dell/b/direct2dell/archive/2012/04/23/dell-engaging-channel-partners-with-new-social-media-training-campaign.aspx @marcusnelson #SMSSummithttp://www.flickr.com/photos/wilhelmja/534803895
@marcusnelson #SMSSummit Create Collaboration Infrastructure 21 @marcusnelson #SMSSummithttp://www.flickr.com/photos/yukonblizzard/5028306026
@marcusnelson #SMSSummit 22 Profiles: Who’s contributing on your company’s behalf. Skills: List expertise and experience on products or projects. Search: Find knowledge leaders w/ user-defined expertise tagging. Score: See how users rank in influence within the service. Leader Boards: Create competition. Identify Users @marcusnelson #SMSSummithttp://www.flickr.com/photos/kaysha/516818391
@marcusnelson #SMSSummit 23 Always On: Browser plugin gives constant access to Addvocate. Share: Suggest tweets for employees to send out. Notification: Employees updated with messages, updates, key links. Promote: Prioritize content. Settings: Easy setup. Amplify Messages @marcusnelson #SMSSummithttp://www.flickr.com/photos/kevincappis/8716826666
@marcusnelson #SMSSummit 24 Trends: Reoccurring topics being discussed. Top Performers: Who’s contributing the most. Recent conversations: Glimpse of what’s happening now. Issues Resolved: Happy customers. Community Tone: General sentiment at the moment. Measure Results @marcusnelson #SMSSummithttp://www.flickr.com/photos/rabbit75/4896134253
@marcusnelson #SMSSummit@marcusnelson #SMSSummit 25 http://www.flickr.com/photos/rabbit75/4765579139
@marcusnelson #SMSSummit Gamify Employee Participation 26 http://newyork.kred.com/ @marcusnelson #SMSSummithttp://www.flickr.com/photos/donotrevenge/8118926758
@marcusnelson #SMSSummit Optimize Content Insights on content that’s working or missing. Future tools will do keyword analysis to reveal high-value topics to consumers. Clicks • Reach • Employee • Channel 27 @marcusnelson #SMSSummithttp://www.flickr.com/photos/toytrains/4165453225
@marcusnelson #SMSSummit@marcusnelson #SMSSummit 28 http://www.flickr.com/photos/rabbit75/4896129379
@marcusnelson #SMSSummit@marcusnelson #SMSSummit 29 http://www.flickr.com/photos/vivnsect/8614126612 Presentation Available Here
@marcusnelson #SMSSummit 30 Thank You @marcusnelsonCEO/Founder of Addvocate Former Head of Social Media at Salesforce.com @marcusnelson #SMSSummithttp://www.flickr.com/photos/zeeyolqpictures/6766506315
@marcusnelson #SMSSummit@marcusnelson #SMSSummit Image Credits 1. http://www.flickr.com/photos/vivnsect/8477872978 2. http://www.flickr.com/photos/kylemccluer/4881501274 3. http://www.flickr.com/photos/rabbit75/6803959341 4. http://www.flickr.com/photos/donotrevenge/8118618089 5. http://www.flickr.com/photos/donotrevenge/8135432192 6. http://www.flickr.com/photos/kevincappis/6303988017 7. http://www.flickr.com/photos/donotrevenge/8135395833 8. http://www.flickr.com/photos/insightimaging/8497408240/ 9. http://www.flickr.com/photos/tylo92/3651626823/ 10. http://www.flickr.com/photos/stephenwalford/7380659344/ 11. http://www.flickr.com/photos/kevincappis/8365994473 12. http://www.flickr.com/photos/donotrevenge/8118916055 13. http://www.flickr.com/photos/yukonblizzard/5370404414 14. http://www.flickr.com/photos/timbo444/6335489592 15. http://www.flickr.com/photos/stephenwalford/8116884592 16. http://www.flickr.com/photos/kevincappis/8707249221 17. http://www.flickr.com/photos/kevincappis/8340241151 18. http://www.flickr.com/photos/bryanscott/4178419554/ 19. http://www.flickr.com/photos/mmwally/4187355276 20.http://www.flickr.com/photos/wilhelmja/534803895 21. http://www.flickr.com/photos/yukonblizzard/5028306026 22.http://www.flickr.com/photos/kaysha/516818391 23. http://www.flickr.com/photos/kevincappis/8716826666 24.http://www.flickr.com/photos/rabbit75/4896134253 25.http://www.flickr.com/photos/rabbit75/4765579139 26.http://www.flickr.com/photos/donotrevenge/8118926758 27. http://www.flickr.com/photos/toytrains/4165453225 28.http://www.flickr.com/photos/rabbit75/4896129379 29.http://www.flickr.com/photos/zeeyolqpictures/6766506315 30.http://www.flickr.com/photos/yukonblizzard/4954443976 31 http://www.flickr.com/photos/yukonblizzard/4954443976

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Employee Empowerment: Through a Social Business Strategy

  • 1. @marcusnelson #SMSSummit EmployeeEmpowerment: Througha SocialBusinessStrategy 1@marcusnelson #SMSSummithttp://www.flickr.com/photos/vivnsect/8477872978
  • 2. @marcusnelson #SMSSummit 2 @marcusnelsonCEO/Founder of Addvocate Former Head of Social Media at Salesforce.com http://www.flickr.com/photos/kylemccluer/4881501274 @marcusnelson #SMSSummit
  • 3. @marcusnelson #SMSSummit@marcusnelson #SMSSummit 3 Rules: 1. Adore me 2. Interrupt to ask questions (unless it’s a really hard question) 3. Stay off Email 4. Stay off Facebook 5. Tweet Everything I say 6. Clean up after use http://www.flickr.com/photos/rabbit75/6803959341
  • 4. @marcusnelson #SMSSummit@marcusnelson #SMSSummit Companies Using Social For Marketing 4 57% 72% 81% 88% 91% 92% 2009 2010 2011 2012 2013 2014Percent of Companies Using Social Channels Source: http://www.emarketer.com/Article.aspx?R=1009273 http://www.flickr.com/photos/donotrevenge/8118618089
  • 5. @marcusnelson #SMSSummit@marcusnelson #SMSSummit 0 15 2011 2012 2013 2014 Big Money Spent On Social Advertising 5 http://www.emarketer.com/Article.aspx?R=1008862 Billion $5.20 Billion $7.72 Billion $10.24 Billion $11.87 http://www.flickr.com/photos/donotrevenge/8135432192
  • 6. @marcusnelson #SMSSummit@marcusnelson #SMSSummit 6 http://www.flickr.com/photos/kevincappis/6303988017
  • 7. @marcusnelson #SMSSummit@marcusnelson #SMSSummit 7 Today: You’re queuing up content with a content calendar. You have your KPIs aligned with company guidance. You have content going out regularly to engage your audiences. You seed posts with company executives & influencers. http://www.flickr.com/photos/donotrevenge/8135395833
  • 8. @marcusnelson #SMSSummit 8 0 13 25 38 50 2011 2012 Problem Credibility of CEOs and officials has plummeted http://trust.edelman.com/ @marcusnelson #SMSSummithttp://www.flickr.com/photos/insightimaging/8497408240/
  • 9. @marcusnelson #SMSSummit 9 http://trust.edelman.com/ Meanwhile Credibility of regular employees & “people like yourself” has skyrocketed Customers WANT to talk to employees 0 13 25 38 50 2011 2012 @marcusnelson #SMSSummithttp://www.flickr.com/photos/tylo92/3651626823/
  • 10. @marcusnelson #SMSSummit@marcusnelson #SMSSummit 10 http://trust.edelman.com/ http://www.flickr.com/photos/stephenwalford/7380659344/
  • 11. @marcusnelson #SMSSummit@marcusnelson #SMSSummit 11 http://www.flickr.com/photos/kevincappis/8365994473
  • 12. @marcusnelson #SMSSummit@marcusnelson #SMSSummit 12 http://www.flickr.com/photos/donotrevenge/8118916055
  • 13. @marcusnelson #SMSSummit 13 @marcusnelson #SMSSummithttp://www.flickr.com/photos/yukonblizzard/5370404414 To Consider: 1. Engage employees as you do your customers, one-to-one. 2. Make them part of the story 3. Equip your employees 4. Give them ownership 5. Create intimacy, community, respect
  • 14. @marcusnelson #SMSSummit 14 You can play police officer or: • Talent agent ~ Find the stars inside your org • Grassroots organizer ~ Enable and empower the masses You choose. @marcusnelson #SMSSummithttp://www.flickr.com/photos/timbo444/6335489592
  • 15. @marcusnelson #SMSSummit 15 HR Perspective No tool allows HR to empower, measure, and celebrate employees to be brand advocates. • Acknowledge & validate individual efforts • Mobilize your workforce • Promote the wins @marcusnelson #SMSSummithttp://www.flickr.com/photos/stephenwalford/8116884592
  • 16. @marcusnelson #SMSSummit@marcusnelson #SMSSummit 16 http://www.flickr.com/photos/kevincappis/8707249221
  • 17. @marcusnelson #SMSSummit@marcusnelson #SMSSummit Ready. Set. Go. 17 http://www.flickr.com/photos/kevincappis/8340241151
  • 18. @marcusnelson #SMSSummit@marcusnelson #SMSSummit Determine Objectives 18 Share of Voice # of MVPs Awards Won Engagement Coverage Video Views Subscribers Posts & Comments Facebook Engagement Score Sentiment # of Employees Trained # of Influencers Engaged Audit Score Downloads Attendees Quality of Engagement Share of Conversation http://www.flickr.com/photos/bryanscott/4178419554/
  • 19. @marcusnelson #SMSSummit 19 salesforce.com/socialmediapolicy What’s in bounds? What’s out of bounds? Who to escalate things to? public facing youtube video Every Employee is responsible for reading and adhering to the rules. Establish Social Media Guidelines @marcusnelson #SMSSummithttp://www.flickr.com/photos/mmwally/4187355276
  • 20. @marcusnelson #SMSSummit Build Proficiency Among Employees 20 http://en.community.dell.com/dell-blogs/direct2dell/b/direct2dell/archive/2012/04/23/dell-engaging-channel-partners-with-new-social-media-training-campaign.aspx @marcusnelson #SMSSummithttp://www.flickr.com/photos/wilhelmja/534803895
  • 21. @marcusnelson #SMSSummit Create Collaboration Infrastructure 21 @marcusnelson #SMSSummithttp://www.flickr.com/photos/yukonblizzard/5028306026
  • 22. @marcusnelson #SMSSummit 22 Profiles: Who’s contributing on your company’s behalf. Skills: List expertise and experience on products or projects. Search: Find knowledge leaders w/ user-defined expertise tagging. Score: See how users rank in influence within the service. Leader Boards: Create competition. Identify Users @marcusnelson #SMSSummithttp://www.flickr.com/photos/kaysha/516818391
  • 23. @marcusnelson #SMSSummit 23 Always On: Browser plugin gives constant access to Addvocate. Share: Suggest tweets for employees to send out. Notification: Employees updated with messages, updates, key links. Promote: Prioritize content. Settings: Easy setup. Amplify Messages @marcusnelson #SMSSummithttp://www.flickr.com/photos/kevincappis/8716826666
  • 24. @marcusnelson #SMSSummit 24 Trends: Reoccurring topics being discussed. Top Performers: Who’s contributing the most. Recent conversations: Glimpse of what’s happening now. Issues Resolved: Happy customers. Community Tone: General sentiment at the moment. Measure Results @marcusnelson #SMSSummithttp://www.flickr.com/photos/rabbit75/4896134253
  • 25. @marcusnelson #SMSSummit@marcusnelson #SMSSummit 25 http://www.flickr.com/photos/rabbit75/4765579139
  • 26. @marcusnelson #SMSSummit Gamify Employee Participation 26 http://newyork.kred.com/ @marcusnelson #SMSSummithttp://www.flickr.com/photos/donotrevenge/8118926758
  • 27. @marcusnelson #SMSSummit Optimize Content Insights on content that’s working or missing. Future tools will do keyword analysis to reveal high-value topics to consumers. Clicks • Reach • Employee • Channel 27 @marcusnelson #SMSSummithttp://www.flickr.com/photos/toytrains/4165453225
  • 28. @marcusnelson #SMSSummit@marcusnelson #SMSSummit 28 http://www.flickr.com/photos/rabbit75/4896129379
  • 29. @marcusnelson #SMSSummit@marcusnelson #SMSSummit 29 http://www.flickr.com/photos/vivnsect/8614126612 Presentation Available Here
  • 30. @marcusnelson #SMSSummit 30 Thank You @marcusnelsonCEO/Founder of Addvocate Former Head of Social Media at Salesforce.com @marcusnelson #SMSSummithttp://www.flickr.com/photos/zeeyolqpictures/6766506315
  • 31. @marcusnelson #SMSSummit@marcusnelson #SMSSummit Image Credits 1. http://www.flickr.com/photos/vivnsect/8477872978 2. http://www.flickr.com/photos/kylemccluer/4881501274 3. http://www.flickr.com/photos/rabbit75/6803959341 4. http://www.flickr.com/photos/donotrevenge/8118618089 5. http://www.flickr.com/photos/donotrevenge/8135432192 6. http://www.flickr.com/photos/kevincappis/6303988017 7. http://www.flickr.com/photos/donotrevenge/8135395833 8. http://www.flickr.com/photos/insightimaging/8497408240/ 9. http://www.flickr.com/photos/tylo92/3651626823/ 10. http://www.flickr.com/photos/stephenwalford/7380659344/ 11. http://www.flickr.com/photos/kevincappis/8365994473 12. http://www.flickr.com/photos/donotrevenge/8118916055 13. http://www.flickr.com/photos/yukonblizzard/5370404414 14. http://www.flickr.com/photos/timbo444/6335489592 15. http://www.flickr.com/photos/stephenwalford/8116884592 16. http://www.flickr.com/photos/kevincappis/8707249221 17. http://www.flickr.com/photos/kevincappis/8340241151 18. http://www.flickr.com/photos/bryanscott/4178419554/ 19. http://www.flickr.com/photos/mmwally/4187355276 20.http://www.flickr.com/photos/wilhelmja/534803895 21. http://www.flickr.com/photos/yukonblizzard/5028306026 22.http://www.flickr.com/photos/kaysha/516818391 23. http://www.flickr.com/photos/kevincappis/8716826666 24.http://www.flickr.com/photos/rabbit75/4896134253 25.http://www.flickr.com/photos/rabbit75/4765579139 26.http://www.flickr.com/photos/donotrevenge/8118926758 27. http://www.flickr.com/photos/toytrains/4165453225 28.http://www.flickr.com/photos/rabbit75/4896129379 29.http://www.flickr.com/photos/zeeyolqpictures/6766506315 30.http://www.flickr.com/photos/yukonblizzard/4954443976 31 http://www.flickr.com/photos/yukonblizzard/4954443976