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

talking about stuff

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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.

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to stay relevant

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Britopian

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

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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.

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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

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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.

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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

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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?

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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.

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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.

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Marketing mbrito@w2ogroup.com