Презентация на тему Activating employees to be brand storytellers.Michael Brito, Head of Social Marketingmbrito@w2ogroup.com@Britopian

Презентация на тему Презентация на тему Activating employees to be brand storytellers.Michael Brito, Head of Social Marketingmbrito@w2ogroup.com@Britopian, предмет презентации: Маркетинг. Этот материал содержит 19 слайдов. Красочные слайды и илюстрации помогут Вам заинтересовать свою аудиторию. Для просмотра воспользуйтесь проигрывателем, если материал оказался полезным для Вас - поделитесь им с друзьями с помощью социальных кнопок и добавьте наш сайт презентаций ThePresentation.ru в закладки!

Слайды и текст этой презентации

Слайд 1
Activating employees to be brand storytellers.  Michael Brito, Head of Social Marketing mbrito@w2ogroup.com @Britopian
Текст слайда:

Activating employees to be brand storytellers. Michael Brito, Head of Social Marketing mbrito@w2ogroup.com @Britopian


Слайд 2
Humans trust humans; and they spend a lot of time online talking about stuffBritopian
Текст слайда:

Humans trust humans; and they spend a lot of time online talking about stuff

Britopian


Слайд 3
Innovative companies are activating their employees to be brand storytellers Smart
Текст слайда:

Innovative companies are activating their employees to be brand storytellers

Smart brands are using these insights and turning employees into advocates through programs and empowering them to share and tell stories that deepen brand affinity, influence their peers and activate sales.

Britopian


Слайд 4
Why? Because there are new business requirements that brands must consider to stay relevantBritopian
Текст слайда:

Why? Because there are new business requirements that brands must consider to stay relevant

Britopian


Слайд 5
Employee advocacy is critical for sales, marketing and overall business objectives Britopian
Текст слайда:

Employee advocacy is critical for sales, marketing and overall business objectives

Britopian


Слайд 6
There must be a two-way value proposition when building employee programsWhat’s
Текст слайда:

There must be a two-way value proposition when building employee programs


What’s in it for your BRAND?
Content creation
Reach new audiences w/trusted, branded content
Trusted source for insights and feedback
Promote / Defend Brand


What’s in it for your EMPLOYEES?
Employee engagement
Internal “rock star” recognition
Access to exclusive content
Platform for sharing thoughts with the wider audience
Thought leadership

Britopian


Слайд 7
Employee advocacy falls into two broader programmatic categories Britopian
Текст слайда:

Employee advocacy falls into two broader programmatic categories

Britopian


Слайд 8
Best Buy employee brand amplification programBritopian
Текст слайда:

Best Buy employee brand amplification program

Britopian


Слайд 9
Coca Cola employee-influencer brand journalism programThe Coca Cola Journey site launched
Текст слайда:

Coca Cola employee-influencer brand journalism program

The Coca Cola Journey site launched in 2013 with a focus on telling stories related to business, innovation, music, sustainability and other topics.
Contributors to the site include employees, customers and influencers and it’s powered by the Contently platform.
Conversations from Coca cola Journey are aggregated using the #CokeJourney hashtag.

Britopian


Слайд 10
Blended employee and customer programs can deliver maximum results within B2B
Текст слайда:

Blended employee and customer programs can deliver maximum results within B2B communities




Internal Internal

Proactive employee advocacy community that shares and engages with external audiences

Internal External

Enabled employees communicate meaningful messages externally with customers and partners resulting in trustworthy relationships.

Healthy and proactive communities create their own conversations resulting in advocacy.

Internal External

Britopian


Слайд 11
Strategic ApproachBritopian
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Strategic Approach

Britopian


Слайд 12
Strategic approach for planning and deploying employee advocacy programsPlan and define
Текст слайда:

Strategic approach for planning and deploying employee advocacy programs

Plan and define programmatic elements of the program i.e. goals & objectives, selection criteria, stakeholder collaboration, technology selection.

Identify and train employees based on specific job roles and/or varying levels of participation.

Activate employees with strategic calls to action; and enable them to participate quickly and easy through smart technology deployment.

Amplify employee-generated conversations to other participants; and also through various PESO (paid, earned, shared, owned) activations.

Britopian


Слайд 13
Define the guiding principles starting with the employee experienceDelivering an amazing
Текст слайда:

Define the guiding principles starting with the employee experience

Delivering an amazing employee experience should be the focal point of all programs and activations. Making that experience memorable; and more importantly, convenient for employees to share content is critical.

The content itself must not only focus on brand storytelling but also be relevant to the brand, product or business priority. It should resonate with what employees care about and align with their passions.

In order to determine success of employee programs, there must be a measurement framework establishing what KPIs and what determine success. Hint. It’s not just about about relationships.

employee experience

brand
storytelling

measurement
framework

Britopian


Слайд 14
Collaborate, plan and document an operational plan Goals & Objectives: What
Текст слайда:

Collaborate, plan and document an operational plan

Goals & Objectives: What does the brand want to achieve? What business/marketing outcomes are expected?

Program Logistics: Who owns the program and what dependencies are needed to ensure success?
Selection Criteria: How are employees selected to participate? What’s the plan to scale participation? Where do they participate – owned channels, branded channels?

Training: Is there training prepared for employees at different proficiency levels? What’s the plan to scale globally?

Technology: What technology platform will be used to scale the program i.e. language translation, rewards/badging, mobile integration, ease of use functionality.

Marketing: What’s the name for the program (internally & externally)? Will it be branded externally?

Britopian


Слайд 15
Find and recruit socially active employees and executives and build custom
Текст слайда:

Find and recruit socially active employees and executives and build custom training for each group

CONTENT CREATORS

CONTENT CREATORS

CONTENT CREATORS

CONTENT CREATORS

CONVERSATIONALIST

LISTENERS

Low Participation

High Participation

Create training curriculum with a focus on thought leadership, long-form content, blogging, videos, podcasting and webinars.

Create training curriculum with a focus on best practices of community engagement and providing value-add content.

Create training curriculum with a focus on how to use tools to listen to brand and industry related conversations.

Britopian


Слайд 16
Activate employees with strategic “calls to action” Ensure that employee content
Текст слайда:

Activate employees with strategic “calls to action”

Ensure that employee content aligns (either directly or indirectly) with the broader brand story, industry topic discussion, event or initiative.

Build editorial calendar so that content can be planned in advance and aligned with other initiatives in market. Content should be anchored in one or more of the following core values – utility, education, entertainment, access, emotion, exclusivity, information and promotions.

Enable participation through smart technology deployments (make it EASY for employees to participate). Mobile integration is critical for adoption and growth.

Britopian


Слайд 17
Amplify employee-generated storyteling through converged media integrationBritopian
Текст слайда:

Amplify employee-generated storyteling through converged media integration






Britopian


Слайд 18
An example customer journey Britopian
Текст слайда:

An example customer journey

Britopian


Слайд 19
Let us help you activate your employees.  Michael Brito, Head of Social Marketing mbrito@w2ogroup.com
Текст слайда:

Let us help you activate your employees. Michael Brito, Head of Social Marketing mbrito@w2ogroup.com


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