employees are social media marketers, too! (they just don't know it yet)

Employees are Social Media Marketers, TooThey Just Don’t Know It Yet

Social FreshCharlotte, NCAugust 24, 2009 flickr.com/photos/manicomi/

I’m in Client Services, not Marketing

I’m in Client Services, not Marketing

Problem: Employees commit social media gaffes

Problem: Employees commit social media gaffes

I should know. I’ve committed lots of them.

I should know. I’ve committed lots of them.

Gaffes typically come in one of three flavors.

They mean well

flickr.com/photos/garyjwood/

They mean well

True Story: Tweet about a new client who explicitly forbade advertising via social media

True Story: Tweet about a new client who explicitly forbade advertising via social media

They’re grumpy

They’re grumpy

True Story: Copy of the CEO’s internal, confidential blog post on the Internet

True Story: Copy of the CEO’s internal, confidential blog post on the Internet

They don’t think

True Story: YouTube of employees shoving cheese up their nose, then putting it on a customer’s sandwich

True Story: YouTube of employees shoving cheese up their nose, then putting it on a customer’s sandwich

They don’t think

Euwww.

So, how do you make it all better?

Recovery Plan

Recovery Plan

1 Find social media employees1 Find social media employees

2 Create a community place2 Create a community place

3 Lead and engage them3 Lead and engage them

4 Share with them4 Share with them

5 Reward them5 Reward them

1 Find your social media employees

1 Find your social media employees

I love

Twitter

I love

Twitter

I just created a

Facebook group for Acme, Inc.

I just created a

Facebook group for Acme, Inc.

I’m a popular

BloggerI’m a popular

Blogger

2 Create a community place

2 Create a community place

2 Create a community place

My favorite!

My favorite!

3 Lead and engage

them

“Here are our social media guidelines.”“Here are our social media guidelines.”

3 Lead and engage

them

3 Lead and engage

them

“Here are our social media guidelines.”“Here are our social media guidelines.”

“Use your experiences to refine them.”“Use your experiences to refine them.”

3 Lead and engage

them

“Here are our social media guidelines.”“Here are our social media guidelines.”

“Use your experiences to refine them.”“Use your experiences to refine them.”

“Let’s create a Good Practices community.”

“Let’s create a Good Practices community.”

3 Lead and engage

them

“Here are our social media guidelines.”“Here are our social media guidelines.”

“Use your experiences to refine them.”“Use your experiences to refine them.”

“Let’s create a Good Practices community.”

“Let’s create a Good Practices community.”

“When in doubt, ask this community.”“When in doubt, ask this community.”

“We trust you.”“We trust you.”

3 Lead and engage

them

“Here are our social media guidelines.”“Here are our social media guidelines.”

“Use your experiences to refine them.”“Use your experiences to refine them.”

“Let’s create a Good Practices community.”

“Let’s create a Good Practices community.”

“When in doubt, ask this community.”“When in doubt, ask this community.”

“Here are our social media guidelines.”“Here are our social media guidelines.”

“Use your experiences to refine them.”“Use your experiences to refine them.”

“Let’s create a Good Practices community.”

“Let’s create a Good Practices community.”

“When in doubt, ask this community.”“When in doubt, ask this community.”

“We trust you.”“We trust you.”

This is important!

3 Lead and engage

them

4 Share your plans with them

4 Share your plans with them

“We’re launching a new product.”“We’re launching a new product.”

“You can’t tweet about it, but...” “You can’t tweet about it, but...”

“You can tweet this to build excitement!”

“You can tweet this to build excitement!”

5 Reward them

5 Reward them

“42% of the webcast registrants came from your tweets!”“42% of the webcast registrants came from your tweets!”

“Can you teach new hires about how to FB about our brand?”

“Can you teach new hires about how to FB about our brand?”

“Sales got a great lead because of your last blog post!” “Sales got a great lead because of your last blog post!”

Awesome!

Oh, one more thing…

Energize and grow your community

Share success stories with the rest of the companyShare success stories with the rest of the company

Answer – and ask – questionsAnswer – and ask – questions

Ask others to join Ask others to join

Energize and grow your community

To recap:

1 Find social media employees1 Find social media employees

2 Create a community place2 Create a community place

3 Lead and engage them3 Lead and engage them

4 Share with them4 Share with them

5 Reward them5 Reward them

6 Energize and grow them6 Energize and grow them

Thanks to you

… and to

@TechPaulogy

@RickySays

@JiveSoftware

@Karensnyd

Gia Lyons

twitter.com/gialyonsgiatalks.comlinkedin.com/in/gialyonsfacebook.com/jivejivesoftware.com/clearstepgia.lyons@jivesoftware.com

All images available under Creative Commons license. All but orange slice and man wearing red ad are property of Gia Lyons.