If you think about it, your employees should be the most devout ambassadors of your brand. They know your products and services better then most and it’s in their interests to promote the company that pays their wages. The credibility associated with this kind of word-of-mouth advertising makes it potentially one of the most effective promotional vehicles at your brand’s disposal.
As the proliferation of social media platforms continues to change and meld our personal and business lives, so it becomes an ever more powerful (and relatively inexpensive) tool for your ambassadors to influence the buying habits of those in their social spheres by spreading the good word about your brand far and wide.
So how do you make effective brand ambassadors of your employees and ‘socialise’ your workforce? Here are some suggestions:
1) Get your employees onside – unhappy employees are not likely to make your best brand ambassadors. It goes without saying, look after them and they will look after you. That is more important now than ever if you want to keep your brand’s reputation intact.
2) ‘Socialise’ your culture – ensure that social media is a part of the cultural fabric of your organisation. If you haven’t already heard, it’s how we communicate these days – and it’s going to become more prolific for building relationships with clients, suppliers, colleagues, etc. If you don’t vilify phone and email users, or meeting attendees for that matter, then why do it to staff members who are more comfortable using social media – most likely your younger and more forward-thinking employees. Don’t ration or outlaw the use of social media at work – embrace it as a part of your communications strategy and enable your workforce to be comfortable with it. See a word from me about this in an earlier blog post.
3) Identify your ‘social employees – these are the ones that will carry your social strategy forward and become your greatest brand ambassadors. Survey your staff – ask around. Have a quick shufty on social networks and see who’s active. Then engage them.
4) Plan your strategy – identify some objectives for your social efforts (eg. drive website traffic and conversions, build brand awareness). Define key messages you want to get across to your audience and then educate your social ambassadors about them. Schedule these messages to coincide with particular events (eg. product launch) to make them relevant. Set some parameters for the socialisation of your social marketing efforts.
5) Tool up – give your social employees the tools they need to weave their magic. Give them access to social networks on their desktops and laptops. Explore the use of social media as an internal communications tool. Give your social army (paid-for) mobile devices, dedicated solely to the business of promoting your business – and make sure they have permissions and budgets to download the social apps they need for the task. Offer any training required.
6) Incentivise – give your social employees an incentive to broadcast their loyalty to your brand. Give them the option to try or even own new products before official release, so they can blog, tweet, pin and share their opinions (within agreed parameters of course). Offer other incentives for employees who generate results. How about giving away an iPad once a quarter, to encourage your social employees to be even more sociable?
7) Monitor – measure the results of your social efforts against your objectives. Make sure someone is in charge and on top of what your social employees are doing online. You don’t want your brand name dragged through the mud by one of your own because they had a disagreement with a colleague.
The age of the ‘social employee’ dawns.
Check out more on the subject here: