building a social media amplifier program to boost your brand презентация

Agenda Slalom and Colleen background employee advocacy defined tools available boost your brand: case study

Слайд 1building a social media amplifier program to boost your brand
Colleen Robertson
National

Social Media Manager, Slalom

Слайд 2Agenda
Slalom and Colleen background
employee advocacy defined
tools available
boost your brand: case study


Слайд 3a business consulting firm headquartered in Seattle, WA, founded in 2001
in

16 markets
over 3,000 employees
client list comprised of Fortune 1,000 companies
local model and national delivery

slalom is


Слайд 4National Social Media Manager, started at slalom May 2014
now supporting

16 Twitter handles, 6 instagram handles, 5 Facebook pages with strategy, training and content
national social media channels
amplifier program
digital ads

colleen is


Слайд 6earned / owned / paid
owned
100% control
website
store interior
earned
reputation
social media
do you 100% control?
do

you pay for it?

paid
ads
sponsorships
paid social


Слайд 7“Companies that use social advocacy programs are 12% more profitable than

companies who do not.”

Lorie Sole
Senior Interactive Marketing Manager, Kelly Services Inc.


Слайд 8Who: employees who are
passionate about your brand
passionate about social (or passionate

about learning)
willing to engage in ongoing training
Why:
engagement
reach
trust
What: content
branded
unbranded




definition: employee advocacy


Слайд 9provide structure
empower
provide content

your program must:


Слайд 11“47% of B2B decision makers trust employees of potential vendors over

the CEO or PR department.”

IBM Buyers Preference Study, 2013


Слайд 12in person trainings
monthly calls
weekly emails from market leads
suggested social content

how


Слайд 13

boost your brand: case study
#slalombowl
idea came from a market
friendly competition
email guidelines
outcomes
new

users, new amplifiers
increased reach
opportunity to test and educate







Слайд 14test and refine
report back
ongoing motivation

measure effectiveness


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