Case Study: Building Brand Ambassador's from Within ... - meclabs
Case Study: Building Brand Ambassador's from Within ... - meclabs
Case Study: Building Brand Ambassador's from Within ... - meclabs
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<strong>Case</strong> <strong>Study</strong><br />
<strong>Building</strong> <strong>Brand</strong> Ambassadors <strong>from</strong><br />
<strong>Within</strong> Your Organization<br />
Trish Nettleship<br />
Global Director Social Media & Influence<br />
UCB, Inc
Session Speakers<br />
Trish Nettleship<br />
Global Director Social Media & Influence<br />
UCB, Inc.<br />
@trishnet<br />
Trish Nettleship has spent the better part of her career helping business<br />
customers succeed. Previously supporting small businesses with a<br />
resource portal to help increase productivity and grow their business,<br />
she ventured into social media with her role in small business marketing.<br />
But it wasn’t until 2009 when AT&T turned its social media eye to the<br />
B2B space that Nettleship took on a much larger role in social media<br />
within the B2B marketing organization. Currently she is embarking on<br />
creating a social media practice for global pharmaceutical company,<br />
UCB.<br />
Nettleship has held various marketing roles <strong>from</strong> social media, digital<br />
strategy, communications, product marketing and business development<br />
within the tech space. She holds an MBA in International Business <strong>from</strong><br />
Georgia State University.<br />
2
<strong>Brand</strong> Ambassadors: Where to find them?<br />
Everyone is seeking brand ambassadors; you’ve already got<br />
them!<br />
• Look within your organization<br />
• Product/service experts<br />
• Customer service reps<br />
• Sales reps<br />
• Innovators<br />
3
It all started with our customers<br />
“I loathe AT&T right now. I do not<br />
understand why I have to cancel my<br />
account due to the fact that they<br />
suck.”<br />
“AT&T told me the international plans<br />
they sold me would cover my data<br />
while I was at sea. I just received my<br />
bill. They lied.”<br />
Image Source: Twitter
Evolution of our practice<br />
How can our<br />
brand use it?<br />
How do we<br />
teach others?<br />
What is social<br />
media?
Social requires entire organization<br />
Social media is not a stand-alone<br />
tactic, and is not a singular point<br />
in time.<br />
Customer<br />
Service<br />
Product<br />
Mktg<br />
It should be used as the<br />
connective tissue that links all of<br />
your outward communication<br />
efforts.<br />
Search<br />
Sales<br />
An integrated social strategy<br />
serves to connect people with<br />
people and people with content<br />
at the right time.<br />
Digital<br />
PR<br />
Advertising
AT&T Business social media mission<br />
AT&T Business Social Media informs, educates and<br />
engages customers, potential customers and<br />
influencers to enable them to make decisions across<br />
the stages of the buying lifecycle.<br />
7
Ask the right questions<br />
Who are you targeting?<br />
B2B clients, prospects and influencers<br />
What are your business goals?<br />
Increase AT&T’s authority in networking technology<br />
What strategies will help you meet your business goals?<br />
Through the integration of traditional and digital marketing,<br />
influence target audience sentiment and engagement with AT&T<br />
What Tools are required to reach your audience?<br />
Web, Twitter, LinkedIn, Blog, Facebook, YouTube, Forums, Groups,<br />
etc.<br />
8
Steps to <strong>Building</strong> Social Ambassadors<br />
1<br />
2<br />
3<br />
4<br />
5<br />
Identify Objectives and a Vision that Tie Back to the Business<br />
Find an Executive Champion<br />
Build your Program to support your Business Objectives and<br />
Plan for Growth<br />
Understand the Importance of Community Management<br />
Track Program and Share
Identify objectives and a vision that tie back to the<br />
business<br />
To enable the exchange of ideas and expertise in digital environments which lead to faster and<br />
more informed technology purchase decisions<br />
blog<br />
!<br />
Have a foundation that makes sense for your objectives<br />
10
Steps to <strong>Building</strong> Social Ambassadors<br />
1<br />
2<br />
3<br />
4<br />
5<br />
Identify Objectives and a Vision that Tie Back to the Business<br />
Find an Executive Champion<br />
Build your Program to support your Business Objectives and<br />
Plan for Growth<br />
Understand the Importance of Community Management<br />
Track Program and Share
Find an executive champion<br />
!<br />
Keep your champion in the loop on progress and successes. It will help<br />
with any road blocks.<br />
12
Steps to <strong>Building</strong> Social Ambassadors<br />
1<br />
2<br />
3<br />
4<br />
5<br />
Identify Objectives and a Vision that Tie back to the Business<br />
Find an Executive Champion<br />
Build your Program to support your Business Objectives and<br />
Plan for Growth<br />
Understand the Importance of Community Management<br />
Track Program and Share
Build your program based on objectives and<br />
vision. Keep growth in mind.<br />
The Networking Leaders Academy<br />
An exclusive community of thought leaders, active<br />
networkers and AT&T Ambassadors who create social proof<br />
and digital “trust” in AT&T, its people, and their points of<br />
view on technology.<br />
14
The Networking Leaders Academy: A foundation for<br />
building ambassador impact<br />
Objective: To enable the exchange of ideas and expertise in digital environments<br />
which lead to faster and more informed technology purchase decisions<br />
Education<br />
Recognition<br />
!<br />
Start with a focused program. Strategize for the evolution.<br />
15
Steps to <strong>Building</strong> Social Ambassadors<br />
1<br />
2<br />
3<br />
4<br />
5<br />
Identify Objectives and a Vision that Tie Back to the Business<br />
Find an Executive Champion<br />
Build your Program to support your Business Objectives and<br />
Plan for Growth<br />
Understand the Importance of Community Management<br />
Track Program and Share
Understand the importance of community<br />
management<br />
!<br />
Prepare your community manager for successes and failures. Remember to<br />
talk the “101”<br />
17
Steps to <strong>Building</strong> Social Ambassadors<br />
1<br />
2<br />
3<br />
4<br />
5<br />
Identify Objectives and a Vision that Tie Back to the Business<br />
Find an Executive Champion<br />
Build your Program to support your Business Objectives and<br />
Plan for Growth<br />
Understand the Importance of Community Management<br />
Track Program and Share
Track Progress and Share: Show results along<br />
the way<br />
Ideas Worth Spreading<br />
• Is your content being shared on social networks?<br />
• Is your content ranking in search?<br />
Passion and Point of View<br />
• Are users commenting on your content?<br />
Reach and Influence<br />
• Are you attracting visitors to your site?<br />
• Are users coming back to your site?<br />
• Are users interacting with multiple pieces of content?<br />
<strong>Building</strong> Authority<br />
• Are seeing organic traffic, including social referrals?<br />
• Are you gaining links into your site?<br />
!<br />
Tie all key metrics back to your business objective set in #1<br />
19
Ambassadors lead to results<br />
Updated<br />
Program inc.<br />
contest<br />
Launch of<br />
NLA<br />
Referral Traffic Search Traffic All Visits Social media<br />
!<br />
Keep updating your program for best results
Learn <strong>from</strong> networking leaders<br />
• Find the right mix of “wins” to gain<br />
maximum exposure of content<br />
It’s in the Network!<br />
• Set the ground rules and give<br />
them the framework to share<br />
• Continually educate and nurture<br />
the program to excel digital<br />
footprint<br />
It’s in the Content!<br />
• Find the leaders in the digital<br />
space and turn them into teachers<br />
• Recognize those that help meet<br />
business goals<br />
It’s all about Commitment!<br />
21
What we learned<br />
Know your culture, your opportunities and your challenges<br />
Collect key learnings and missteps<br />
Start with what you know<br />
Understand the risks and plan for them<br />
22
Thank You<br />
Trish Nettleship<br />
Global Director Social Media & Influence<br />
UCB, Inc.<br />
trish.nettleship@ucb.com<br />
@trishnet<br />
Black & White<br />
Headshot<br />
23
<strong>Case</strong> <strong>Study</strong><br />
<strong>Building</strong> <strong>Brand</strong> Ambassadors <strong>from</strong><br />
<strong>Within</strong> Your Organization<br />
Trish Nettleship<br />
Global Director Social Media & Influence<br />
UCB, Inc
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