building a social organization
TRANSCRIPT
Building a Social Organiza0on
Presented by: CarrieAnne Cormier and Katelin Cwieka
#BankOnSocial
Katelin Cwieka Marke0ng Specialist
Avidia Bank @BankSmartKate
#BankOnSocial
CarrieAnne Cormier Retail Opera0ons & Strategy
Avidia Bank @BankSmartCarrie
Introducing…
Katelin Cwieka Marke0ng Specialist
Avidia Bank @BankSmartKate
#BankOnSocial
CarrieAnne Cormier Retail Opera0ons & Strategy
Avidia Bank @BankSmartCarrie
The #AvidiaSmar0es
Why Employee Advocacy? • Weber Shandwick study found that a 50% of US employees are blogging, pos@ng, twee@ng, and commen@ng about their employers.
• Humanize your brand
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Increase Your Reach
The average employee has: • 200 Facebook Friends • 480 LinkedIn Connec@ons • 61 TwiIer 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 sa@sfied with their day
• 27% more op@mis@c about their companies future
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Launching a Product • HYPE up a product launch
• Employees oNen 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
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Social Media Personas
• Content Creators • Listeners • Conversa@onalist • Sharers • Promoters • Connectors • Cheerleaders
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Prepare for Nay -‐ Sayers
• SHOW the impact
• Do your RESEARCH
• SHARE your selec@on process
• How you will MANAGE it and deal with DAMAGE CONTROL
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Selec0on Process
• Recruitment • Applica@on • Interview • “Background Check” • Requirements: – Social Media Savvy, Enthusias@c, Influencer, Tech Oriented
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Training
• Create a mindset • When to post • What to post • Provide updates – research, ar@cles, new social media features
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Leadership
• Have admins in place • Use a management plaZorm – Social Chorus, Hootsuite , Sprout Social, Dynamic Signal
• Empower your leadership and all par@cipants
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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 • Administra@ve Ac@on – HR • Retain records to refer to in the future
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Measure Your Success! • Analy@cs
• Have realis@c goals
• Revisit oNen
• Share success with your team, celebrate!
• Share success with your organiza@on – yes even include the nay-‐sayers!
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Do’s
• DO – provide resources, support and educa@on 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 direc@on 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
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Ques0ons?
Stay Social with Us!
#BankOnSocial
LinkedIn: Katelin Cwieka TwiIer: @BankSmartKate
LinkedIn: CarrieAnne Cormier TwiIer: @BankSmartCarrie