"The Most Powerful Brand on Earth," presented by Susan Emerick
•
3 likes•2,307 views
In her Brands-Only Summit author discussion, Brands Rising's Susan Emerick, talks about her book, "The Most Powerful Brand on Earth: How to Transform Teams, Empower Employees, Integrate Partners and Mobilize Customers to Beat the Competition in Digital and Social Media." She shares the secrets to building a successful employee advocacy program with a roadmap to harness the power of empowering employees and partners to build trust and advocacy in social media.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to "The Most Powerful Brand on Earth," presented by Susan Emerick
Similar to "The Most Powerful Brand on Earth," presented by Susan Emerick (20)
More from SocialMedia.org
More from SocialMedia.org (20)
Recently uploaded
Recently uploaded (20)
"The Most Powerful Brand on Earth," presented by Susan Emerick
- 1. “The Most Powerful Brand on Earth: How to Transform Teams, Empower Employees, Integrate Partners and Mobilize Customers to Beat the Competition in Digital and Social Media” SUSAN EMERICK BRANDS RISING OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
- 2. @sfemerick Empowering Employees to Build Trust and Advocacy in Social Media By the co-‐author of The Most Powerful Brand on Earth Susan Emerick @sfemerick
- 3. @sfemerick What is Employee Advocacy? Brands empowering employees to support the goals of the brand, using content and employee-‐owned social
- 4. @sfemerick Why should brands care?
- 5. Customers trust your experts and regular employees more than anyone else in your company @sfemerick
- 6. People trust employees more than official brand sources @sfemerick
- 7. Employees rank highest as the most trusted and influenDal source in 4 out of 5 categories @sfemerick
- 8. @sfemerick 84% trust people they know 92% 70% 58% 50% 46 - 47% 40 - 42% Survey Ques@on To what extent do you trust the following forms of adverDsing? 92% 70% 58% 50% 47% 40% 33% 30%
- 9. Sales correlate with the total number of people who advocate for a brand -‐-‐ across industries @sfemerick Monthly Change in Online Promoters v. Monthly Change in Sales • On average, 53% of changes in online and offline sales can be aFributed to changes in the number of people advoca@ng for a brand online • Not the number of online messages or posts about a brand Monthly Change in Total Online Promoters Monthly Change in Sales Sources:
- 10. Traffic from employee-‐owned social media converts at a significantly higher rate @sfemerick Conversion Rate by Traffic Source IBM - 2012 Source: Susan Emerick, “IBM Select Social Eminence Program, 3Q 2012 Measurement Framework Pilot”. September 2012. Conversion Rate
- 11. @sfemerick Common Reasons Brands Hesitate to Empower Employees ① Fear of damage to brand reputa@on ② Regulatory concerns ③ Hesitance to dis-‐intermediate the marke@ng team from customers ④ Don’t want employees crea@ng brand assets that the brand does not own ⑤ Unsure how to begin
- 12. @sfemerick How to begin?
- 13. Tips for launching a Successful Employee Advocacy Program @sfemerick ① Set Goals Aligned to Company Objec@ves ② Find a Champion Build a Pilot ③ Focus on Rela@onships ④ Enable Individuals ⑤ Measure and Demonstrate Value
- 14. @sfemerick Set Goals Aligned to Company ObjecDves What are your business goals and priori@es? Ø Entering a new market Ø Growing market share in an exis@ng market Ø Customer Acquisi@on Ø Compe@@ve win back Ø Reten@on and Loyalty Ø Financial Ø Cost savings
- 15. @sfemerick Find a Champion or beSer yet, be one! Image source: meloveletters.com
- 16. @sfemerick Build a pilot with early adopters Common characteristics of best suited candidates: ü Exper@se aligned to business priori@es, they can be Technical or Business topical experts ü Comfortable collabora@ng, commen@ng, publishing in social environments ü Comfortable with and finds value in crea@ng rela@onships digitally ü CommiFed to sustaining ac@vity and evolving par@cipa@on to achieve personal and business objec@ves ü Willing to leverage internal listening capabili@es to iden@fy exis@ng social graph and enhance online professional network
- 17. Your markeDng and communicaDons teams can not produce enough content Of B2B content marketers find it difficult to produce enough content. @sfemerick Struggle with producing the kind of content that engages. Source: Bob Pulizzi and Ann Handley.“B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends — North America. Marketing Profs and Content Marketing Institute, 2013. http://bit.ly/B2BBench.
- 18. Your professional communicators can not develop relaDonships with all of your customers @sfemerick Your Marketing Team Your Experts Your Employees Your Customers
- 19. @sfemerick Focus on RelaDonships People-‐Centric RelaDonships • Social strategies focus on people and rela@onships • Create opportuni@es for audiences to establish rela@onships with “people like me” • Employees and partners extend their reputa@on online for the benefit of the brand Typical Approach to Social Media • Venues and technologies • Brand presence • Difficult to show empathy and passion
- 20. @sfemerick RelaDonship Ecosystem Topic A Influencers Topic B Influencers
- 21. @sfemerick You must focus on more than select Influencers Reality of Online Influence 1. Past influence ≠ Future influence 2. 50% of product adop@on is explained by homophily 3. Influencers may be tough to find (e.g., Velvet rope communi@es) ImplicaDons 1. Spread efforts across a pormolio of influencers 2. Help employees establish their own influence, at mul@ple levels
- 22. Influencing conversaDons online requires a porYolio approach that leverages employees @sfemerick INFLUENCE People trust experts and employees Experts and real employees earn more trust than corporate voices and execu@ves HOMOPHILY Shared interests We all form rela@onships with people we perceive to be like ourselves EMPLOYEE DIVERSITY This is how you scale… But it conflicts with tradi@onal marketer mentality of control
- 23. @sfemerick Enable Individuals Community Leadership Community Facilita@on AFendance and Listening Self Understanding Desire to Engage Professional Par@cipa@on Professional Presence Source: The Most Powerful Brand on Earth, 2013
- 24. Measure and Demonstrate Value @sfemerick
- 25. Value RealizaDon begins with se`ng Measurable Targets @sfemerick A few examples: • Increased Revenue • Decreased Cost • Efficiency and Productivity Gains Image source: freeimages.com/wmagni
- 26. Measure what maSers “Not everything that can be counted counts” @sfemerick ~ William Bruce Cameron
- 27. @sfemerick Business funcDon moDvaDons
- 28. @sfemerick Analyze, enable, measure and feedback Blogging tips Content ideas Sharable assets Keywords Measure and feedback Listen, analyze social presence Enable with best practices
- 29. @sfemerick “Begin with the end in mind” ~ Covey Business Goal Employee Role Desired Outcome
- 30. Let’s conDnue the conversaDon about the value of employee advocacy … @sfemerick Connect with me The Most Powerful Brand On Earth: How to Transform Teams, Empower Employees, Integrate Partners, and Mobilize Customers to Beat the Competition in Digital and Social Media Susan Emerick is the founder CEO of Brands Rising, LLC, a consultancy specializing in employee advocacy and influencer engagement. She previously led global enterprise social business and digital marke@ng programs for IBM. She serves on the advisory board of Social Media Today and is the co-‐ author of The Most Powerful Brand on Earth. susanemerick.com @sfemerick linkedin.com/in/sfemerick/ bit.ly/susan-‐emerick
- 31. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014