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building a social media amplifier program to boost your brand Colleen Robertson National Social Media Manager, Slalom
Agenda Slalom and Colleen background employee advocacy defined tools available boost your brand: case study
3 a 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
4 National 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
6 earned / 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
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.
8 Who: 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
9 provide structure empower provide content your program must:
11 “47% of B2B decision makers trust employees of potential vendors over the CEO or PR department.” IBM Buyers Preference Study, 2013
12 in person trainings monthly calls weekly emails from market leads suggested social content how
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
14 test and refine report back ongoing motivation measure effectiveness