Understand the key metrics to measure a pilot program’s success. Establish best practices, learn from early results, and then expand the program.
- There is a famous story about social business…thought leader Gary Vaynerchuk,…and how after being repeatedly asked…"what's the ROI of social media,"…he finally responded, "What's the ROI of your mother?"…This kind of response makes you stop and think for a second.…You know your mother is incredibly important,…but have you ever measured her impact…in terms of dollar value and other financial metrics?…Well, of course you haven't.…Because even if you did, that woudn't tell the whole story.…
Much like social engagement, your mother's value…is about more than dollars and cents.…It's about cumulative impact, about being indispensable.…So if it's not all about ROI, how do you measure…the cumulative impact of your social employees?…Here are five ideas to get you started.…First, as the old marketing expression goes,…measure what matters.…The success of your social employee advocacy program…will be felt across departments,…including marketing, communication and HR.…
Peer advocacy is your most powerful tool in social branding.…
As empowered brand ambassadors, social employees hold the power to transform how companies communicate both internally and externally to reach customers. This is a win/win for both company and employee—boosting brand value for the company through authentic communication and increasing exposure and career opportunities for employees. Social employees build their own personal brands and establish themselves as leaders in their field. Here Mark and Cheryl outline the roles empowered social employees can play to transform culture and drive business results, including a five-step pilot social employee plan (called the 5 Ds) designed to help companies to increase internal and external engagement, leads, reputation, and sales. This means a more trusted brand that attracts and retains high-value employees—and that delivers more effective marketing communications in the digital marketplace. This course moves from explaining why it makes sense to create engaged brand ambassadors to how to implement and measure results.
- Shifting from outbound to inbound marketing
- Creating the social employee
- Encouraging social executives and leaders
- Storytelling using social media
- Creating a social employee pilot plan