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All too often, companies silence their most loyal and knowledgeable advocates on social media. By enforcing a strict social media policy, or banning social all together, marketing strategists are missing out on opportunities to build a social company culture that grows reach, improves engagement and builds recruiting power. This presentation outlines the importance of employee involvement in social strategy and suggests tools and strategies for success. Originally presented at Social Media Week Toronto on September 24, 2013.
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Leveraging your employees for social media success
@kendalpeiguss // #gilbane
SOCIAL WORKERS
@kendalpeiguss
Marketing Programs Manager at SmartBear Software
Contestant on the Price is Right (lost a trip to Los Cabos in the Showcase round)
#gilbane
KENDAL PEIGUSS
SOCIAL MEDIA…What’s your policy?
of companies have a formal social media policy
of companies block employee access to social media at work
http://socialmediatoday.com/tompick/1647801/101-vital-social-media-and-digital-marketing-statistics-rest-2013
26%
69%
What’s your policy?un
-
#gilbane
Your employees are your most valuable social media assets.
#gilbane
Expert
s Advocates
People
THEY ARE EXPERTS
Leverage Your Experts
• Retweet them, share their content
#gilbane
Make a Twitter list
#gilbane
Share their content
#gilbane
• Retweet them, share their content• Call them into conversations, online
or offline
Leverage Your Experts
#gilbane
Technical expert to the rescue!
#gilbane
• Retweet them, share their content• Call them into conversations, online
or offline • Include their social info into
webinars, press releases, product launches
Leverage Your Experts
#gilbane
Link to social profiles
• Retweet them, share their content• Call them into conversations, online
or offline • Include their social info into
webinars, press releases, product launches
Leverage Your Experts
#gilbane
THEY ARE ADVOCATES
• Make it EASY to share open positions, event info and new content
Empower your Advocates
#gilbane
“The @SoapUI by @SmartBear 4.6 #REST release is now available! http://bit.ly/1goTd8j”
The “Easy Tweet”
#gilbane
• Make it EASY to share open positions, event info and new content (easy tweet)
• Make photos readily available and public
Empower your Advocates
#gilbane
Use Flickr or Facebook
to share photos
• Make it EASY to share open positions, event info and new content (easy tweet)
• Make photos readily available and public
• Train your teammates on social media
Empower your Advocates
#gilbane
Personalized social training
#gilbane
THEY ARE PEOPLE
“The best Sales month I ever had was the month after my son was born.”
- Gerry McManusNational Sales
ManagerSmartBear Software
• Bake social media into the culture
Give Power to the People
#gilbane
• Bake social media into the culture• Experiment with new technologies
Give Power to the People
#gilbane
Video brings people to the forefront
#gilbane
• Bake social media into the culture • Experiment with new technologies • Showcase people and personality in
marketing and Sales
Give Power to the People
#gilbane
The Policyun-
#gilbane
Leverage
your
expertsGive
power to
the peopleEmpower
your
advocates
Thank you.
Kendal Peiguss@kendalpeiguss // #gilbanelinkedin.com/kendalpeiguss
