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#TWEETYOSELFSAS' INSIDE-OUT WAY OF GETTING EMPLOYEES COMFORTABLE,
CONSISTENT AND CONSIDERATE ON SOCIAL
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AGENDA #CUETOCHUGCOFFEE
ONE PERSON TWO PEOPLE SASTEAM SIX
CASE STUDIES + LESSONS LEARNED + TIPS
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SOCIAL@SAS TECH CO ≠ SOCIAL SAVVY EMPLOYEES
• Employees free to use social media• Common sense guiding principles:o People are already talking about SASo Interact on social as you would in
persono We trust our employees
• “Speak for yourself,” not SAS
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CLEANING HOUSE … AND WORKING ON OUR SOCIAL SKILLS
• Monster task of assessing and
organizing social media accounts, tools,
resources and contacts• From that audit, was born:
• Social media channel policies • Social Media Resource Portal• Internal Hub group, distribution lists
• Promote, promote, promote (internally)
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#TEAMOFONE #GPTW CASE STUDY
• SAS is No. 1 Multinational
Workplace• Let’s amplify the news with our
employees• Quickly gathered employees for
picture• Posted picture to SAS Software
Facebook page, asked employees
to tag themselves• Results: 778 likes, 229 shares, 85
comments, 40+ tags, 6,344 reach,
employee PRIDE!
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#TEAMOFONE LESSON LEARNED & TIPS
Lesson learned• Make friends with Internal
Communications• Know your channel• Magic quotient: Employees
sharing corporate posts• Employees have 10x more followers
than corp. accounts• 92% of an employee’s Twitter
followers are new to the brand• Trust in employees is twice that of a
Chief Executive
Tips• Tap into your employee base and
create share-worthy content!• Use free tools (Hootsuite,
Tweetdeck) to manage social
media posts & monitoring tasks• Read blogs like Mashable, Social
Media Examiner for case studies
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#TEAMOFTWO SOCIAL CONTENT STRATEGY CASE STUDY
• Adding value with thoughtful content curation
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Our Content Focus Areas
SOCIAL CONTENT STRATEGY
• Primary goals: Increase brand awareness & retention
• Secondary goals: Registrations, conversions
• Our audience: Young, educated, male, English speaking, global
• Top performing content: Images, videos, engaging questions
• Targeted content for development: Quote tiles, infographics, short videos, short form content from white papers/longer form content
• Best practices: • Engagement ↑ Thurs. & Fri.• Allow 3 hours between posts
to maximize engagement • Images get 40% higher
engagement • Keep posts short & sweet• Do not use shortened URLs
CORPORATE CULTURE
SAS CUSTOMER
EVENTS
PRODUCT
NEWS
Post frequency: 1-2x/dayOptimal times: 8-10am, 11-1pm, 4-6pm
Social KPIs: Follow, refer consume, reach, engage, convert
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#TEAMOFTWO LESSON LEARNED & TIPS
Lesson learned• Over-communicate. Are others
doing social as part of their job?
Keep them apprised. • Don’t keep social in a silo.• Explain how social fits into existing
employee objectives,
responsibilities. Show value.
Tips• Divide and conquer – where can
some planning & strategy make
most impact?• Social content tips:
• Buffer blog (social stats)• Sales for Life blog (social selling)• @UsefulSocialMedia
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#SASTEAMSIX SOCIAL ADVOCACY CASE STUDY
Employee Education Social Content
Blog & Web
Social Listening
Social Channels
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#SASTEAMSIX SOCIAL ADVOCACY CASE STUDY
Opportunity: Sales division
wants to capitalize on social• Educational content on
Social Media Resource Portal
• Daily Update (sales &
marketing newsletter)
social sharing elements• Hub groups• Emails, meetings with
leadership
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#SASTEAMSIX LESSON LEARNED & TIPS
Lesson learned• Make it easy for employees to
share good social content• Give clear & direct calls to action • Expand internal communications
and use existing channels!• Keep your leadership updated on
progress and share metrics
Tips• AddThis (free with cost for
advanced features)• Newsle (free crawler for news
articles featuring LI connections,
FB friends)• Feedly (free news aggregator)• Canva (free design program)• WordPress (free web development
tool)
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#SASTEAMSIX 2015
• Global social survey• Portal redesign:
• Team blog• Social editorial calendar
• Employee social media
certification• Year of Social• Engagements, training for HR,
Customer Loyalty
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QUESTIONS?