how to turn your staff into marketers
TRANSCRIPT
Create ContextIdea phase?Launch phase?Operational Business?Facebook?FB For Biz?Twitter?Instagram?LinkedIn?
“A tribe is a group of people connected to one another, connected to a leader, and connected to an idea. For
millions of years, human beings have been part of one tribe or another.
A group needs only two things to be a tribe: a shared interest and a way to communicate.”
― Seth Godin, Tribes: We Need You to Lead Us
WHAT IS A TRIBE
#Yes
Phx
WHY● Increases conversation & brand awareness● Reduces outside marketing spend● Creates new leads● Enhances leads / sales →
○ Word of mouth is the easiest sell○ Friends and family of friends & family are most loyal
● Loyalty. Loyalty. Loyalty.● Trust in CEOs declining. Trust in employees increasing.
TWO-SIDEDStaff on YOUR account● Efficient mrkt for your biz● They know the product / service● Authentic voice● Your branding at stake
Staff on THEIR account● Word-of-mouth mktg● Enhances reach● Less control
WHO IS DOING IT RIGHTStarbucks● Highly attentive & responsive● Unique accounts for regions - content FROM the region
LESSONS FROM1. Understand social media is for conversation2. Have 1 dedicated conflict-resolutions person
LESSONS FROM1. Retweet cute stuff
WHO IS DOING IT RIGHTZAPPOS● Enhance company culture & branding● Engages employees (pssst….creates loyalty)● Lets the staff share behind-the-scenes (un-picture-perfect)
WHO IS DOING IT RIGHTZAPPOS● Make it an acceptable customer-service platform
WHO IS DOING IT RIGHT
WHO IS DOING IT RIGHTThe Brickyard Downtown● Relay real-time info● Generate new customers by letting “non-posting” staff post on personal account
WHO IS DOING IT RIGHTThe Brickyard Downtown● Highlight staff & happy customers
WHEN IT WORKS● Employees are happy● Staff is trained with clear guidelines● Generally familiar with tech & SM● When there’s GOOD COMMUNICATION● When there’s clear goals● When there’s good leadership● When they have creative freedom & support
PUT IT IN PRACTICE● Staff must post 1 time per shift● Staff must take 1 picture per shift / hour / etc● Post 3x per week● Someone to post at events / team mtgs / group events● Assign a conflict-resolution specialist● Assign platforms (consider rotations)
STEPS 1 - 41. Create a goal
a. Top of the organizationb. You develop the WHY -- let them cultivate the HOW
2. Select only those interesteda. Forcing people who don’t know (or like) social, is messyb. Allocating some roles = healthy
3. Give them parameters a. Marketing Strategyb. & Social Media Policy (Dos, Don’t, what you’ll get fired for)
4. Hands-on training
STEPS 5 - 95. Let your young birdies fly
6. Bring them back to the nest for weekly reviews
7. Then extend to monthly measurements + reviews
8. Quarterly goal reviews
9. Wash. Rinse. Repeat.
THE TOOL KIT1. GOALS & rules
Measurable & Attainable
2. Communication toolsa. How do you share information?b. Store information?
3. Planning / Automation tools
4. Creative tools
1. GOALS - 1 page
2. Communication toolsa. Slackb. Nimble
3. Planning / Automation toolsa. Native appsb. IFTTTc. Hootsuited. Buffere. An Agency (me)
4. Creative toolsa. CANVA :) b. PicMonkey
Seth Godin: How to Get Your Ideas To Spread
SOCIAL MEDIA 101● Every social site has a unique culture
○ understand | engage | innovate
● Everything has balance. But remember to make a splash.
● USE the Content Rules:○ 20% rule: Only 1 of 5 posts should be self-promotion○ When creating content: “How do I create VALUE”
● Make sure profile / contest matches business. ○ if you wouldn’t do it offline, don’t do it online
● Strategize. Plan. Automate.
TO DO1. Create 1 action step to do BEFORE Monday is over
2. Email me for slides: [email protected]
3. Enjoy #SMDayPhx
4. Sign up on my website (or email me) if you’re interested in paid classes to further your Biz. Starts at end of July. Seats limited.
