Hoe implementeer je een social ambassadeursprogramma. Dennis Koorn, Social Dialog

Transcriptie

1 Hoe implementeer je een social ambassadeursprogramma. Dennis Koorn, Social Dialog

2 Wie wij zijn Onderdeel van de Dialog Groep Kantoren in Belgie & Nederland Sales Manager Social Dialog Customer experience, online marketing

3 Stip aan de horizon: social media ecosysteem Druk op een logo voor de video!

4 A fool with a tool is still a fool

5 Onze visie

6 Volwassen communicatiekanaal 4.3B accounts 5.4B social media accounts

7 Dit is niet alleen een shift in technologie maar ook een fundamentele culturele verandering

8 Koudwatervrees Koudwatervrees bij medewerkers?

9 Waarom zouden Advocacy is more than medewerkers meedoen? reach. Retention, recruitment, brand, and beyond. Success and results come from: Trots op werkgever Betrokkenheid bij bedrijf Actief willen bijdragen Personal branding Voldoening Goals & Plan Adoption & Education User Experience

10 Draagvlak van de directie?

11 Waarom zouden organisaties meedoen? Zichtbaarheid vergroten Traffic naar website stimuleren Werving nieuwe medewerkers Naamsbekendheid verbeteren Informeren medewerkers

12 Gewoon een kwestie van Plug en play?

13 Toch stiekem het wiel opnieuw uitvinden De kracht zit in de voorbereiding

14 Stelling 1 Niet het wiel opnieuw uitvinden.

15 Hoe werkt het? De basis voor succes De basis voor succes: men neme. Doelstellingen Beheer vanuit centraal Dashboard Een plan Rollen / rechten Content 1 druk op de knop tool Analytics Opleiding Gebruikers via een app en/of

16 Succesvolle Realisatie Voorbereiding Strategie Implementeren Meten Goal Setting Organizational Buy-In Deployment Planning People & Content Identify Advocates Motivating for Success Content Consistency Communication Cadence Advocate Recruitment KPI s Adjustments ROI LAUNCH

17 Strategie workshop Gezamenlijke inspanning om succesfactoren te bepalen Doelstellingen? KPI s? Identificeren eerste groep interne ambassadeurs Types content bepalen Interne communicatie richting stakeholders over de implementatie Hoe gaan we met content om in Amplify? Waar zal de Amplify strategie afwijken van de bestaande content strategie?

18 Rollen Content speelt twee rollen in het ambassadeurs programma: Mensen die content creëren Mensen die content delen

19 Employee Advocacy Workflow Find great content within the Hootsuite dashboard and share it to the Amplify app Edit posts to align with branding before publishing to advocate devices Emphasize your most important posts by pinning to the top of streams and sending notification s Identify top content and performers in your internal network through in-stream analytics Social Media Specialist Receive invite to download app, login and create a personal profile Add your personal social networks and find people in your network to follow Easily browse suggested content by recency, popularity or who you follow Dig deeper to get more info around content or it s popularity, and share to your own networks with one click Advocate

20 Online Offline Interne Communicatie (Best Practices) Posters Events Department Create Excitement All Hands Meeting Leader Briefings All employees Internal Communities Web-based community Landing Page Customized training portal Launch Video Launch Supports Vid all communication

21 Voorbeeld Implementatie: 90 Dagen Aanpak

22 Voorbeeld 90 dagen aanpak Download Reminder Empower Your Champions Content Performance Assessment Improved Reach Metrics + Success Story 30 Focus audience: Early Adopters / Champions Amplify This Week Begins Content: Major Announcement Training 60 Focus audience: Middle Adopters Share Program Highlights Focus 15 audience: After All Advocates Strategy Session Content: Major Announcement Content: Weekly Push Notification Piece Communicatio n Activities In-tool Activities

23 30 Dagen: Focus op Adoptie Desired Action Audience Communication Tactic Timing Education Stream Sharing Early Adopters Champions Content: Push + Notification Weekly Sharing App Installs Early Adopters Champions Download Reminder 72 Hours (5x) Setup Onboarding App Installs Early Adopters Champions Generic Video 14 Days Topic Selection Following App Installs Early Adopters Champions Amplify Best Practices Video 21 Days Setup Onboarding Empower your Champions Top Performers Be an Amplify Leader 25 Days Expertise Mentorship App Installs Early Adopters Champions Sharing Video 28 Days Sharing

24 60 Dagen: Focus op Activatie Desired Action Audience Communication Tactic Timing Education Stream Sharing Middle Adopters Content: Push + Notification Weekly Sharing Empower your Champions Champions Amplify Leaders Meeting: Advocacy, Feedback, and Updates 32 Days Expertise Mentorship App Installs Middle Adopters Download Reminder with Company Stats & Sharing Video Sharing Middle Adopters Hot Tips from Amplify Pros Video 35 Days App Installs 49 Days Navigation Following Empower your Champions Champions Amplify Leaders Leader Spotlight Story 60 Days Expertise Mentorship App Installs Late Adopters Download Reminder Every 14 Days Onboarding Setup

25 90 Dagen: Focus op Resultaat Focus Audience Communication Tactic Timing Education Stream Sharing Early Adopters Champions Content: Push + Notification Weekly Sharing App Installs Late Adopters Download reminder Every 21 Days Onboarding Setup App Installs All Download Reminder with Company Stats & Sharing Video Impact All The Reach We ve Achieved Together Impact All How to use Amplify Content to Grow your Network Video 63 Days App Installs 77 Days Sharing 84 Days Sharing Empower your Champions Champions Top Performers Inter Office Mail: Hand-Written Note Thank you for your Ongoing Leadership 90 Days Expertise Mentorship Impact All Event: Milestone Celebration - Three Months of Amplify 90 Days Sharing

26 Ons projectteam Launch Specialist Social Strategist Enterprise Support Account Executive set-up, onboard, and launch products for Admins and Advocates customized onsite or online strategy training, social media best practices 24/7 technical support, including a global team fluent in 6 languages able to connect to products with your organization

27 Projectteam opdrachtgever Executive Sponsor strategic direction and project resources to help ensure a successful outcome Stakeholders empowered to make decisions on program scope, budget, and schedules, and to resolve escalated issues and risks Project Lead owns communications and client deliverables during the project; acts as an advisor for the business Administrator assist with the setup and onboarding of Franchisees, and ongoing maintenance of Amplify

28 Opleiding en training?

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30 An employee who feels appreciated will ALWAYS do more than is expected.