Building a Social Organization

Presented by: CarrieAnne Cormier and Katelin Cwieka

#BankOnSocial

Katelin CwiekaMarketing Specialist

Avidia Bank@BankSmartKate

#BankOnSocial

CarrieAnne CormierRetail Operations & Strategy

Avidia Bank@BankSmartCarrie

Introducing…

Katelin CwiekaMarketing Specialist

Avidia Bank@BankSmartKate

#BankOnSocial

CarrieAnne CormierRetail Operations & Strategy

Avidia Bank@BankSmartCarrie

The #AvidiaSmarties

Why Employee Advocacy? • Weber Shandwick study

found that a 50% of US employees are blogging, posting, tweeting, and commenting about their employers.

• Humanize your brand

#BankOnSocial

Increase Your Reach

The average employee has:• 200 Facebook Friends

• 480 LinkedIn Connections

• 61 Twitter Followers

• Do the Math – If you have 100 employees you could be reaching up to 74,100 people!

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Happy Employees• Engaged employees are

20% more likely to stay at their company

• 4x more satisfied with their day

• 27% more optimistic about their companies future

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Launching a Product• HYPE up a product

launch

• Employees often TEST new products

• Have them SHARE their experiences

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Where do you begin?

• Start with a strong social media policy• Do your research• Set a mission for your program and determine

what kind of people you want on your team• What social networks will you use?• Have a strong brand page that your advocates

can link back to

#BankOnSocial

Social Media Personas

• Content Creators• Listeners• Conversationalist• Sharers• Promoters• Connectors• Cheerleaders

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Prepare for Nay - Sayers

• SHOW the impact

• Do your RESEARCH

• SHARE your selection process

• How you will MANAGE it and deal with DAMAGE CONTROL

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Selection Process

• Recruitment• Application• Interview• “Background Check”• Requirements: – Social Media Savvy,

Enthusiastic, Influencer, Tech Oriented

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Training

• Create a mindset• When to post• What to post• Provide updates– research, articles, new

social media features

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Leadership

• Have admins in place• Use a management platform– Social Chorus, Hootsuite , Sprout Social, Dynamic

Signal• Empower your leadership and all participants

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When things go wrong…

• Have a crisis plan in place – damage control

• Use your social media policy

• Don’t punish for a bad tweet! Educate!

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What if it goes REALLY wrong?

• Someone goes rogue• Shut it down – have steps

in place to take control• Damage control• Administrative Action – HR• Retain records to refer to

in the future

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Measure Your Success! • Analytics

• Have realistic goals

• Revisit often

• Share success with your team, celebrate!

• Share success with your organization – yes even include the nay-sayers!

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Do’s

• DO – provide resources, support and education to ALL employees

• DO – have guidelines, mission, crisis plan and policy in place

• DO – have a leader or admin team for support and to provide direction for your team

• DO – have a way a to analyze your results• DO – problem solve and celebrate together

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Don’ts

• DON’T – tell employees what the MUST post

• DON’T –ignore your naysayers, educate them

• DON’T – allow employees to post on the brand page – request them to

submit content and make sure it’s compliance-approved

#BankOnSocial

Questions?

Stay Social with Us!

#BankOnSocial

LinkedIn: Katelin CwiekaTwitter: @BankSmartKate

LinkedIn: CarrieAnne CormierTwitter: @BankSmartCarrie