Empower employees to boost customer satisfaction and your … · 2018-07-25 · Deconstructing Your...

Copyright © SAS Inst itute Inc. A l l r ights reserved.

Empower employees to boost customer satisfaction—and your brand—onlineKirsten Hamstra, Global Social Media Manager, SAS

@kirsten


Employees are more than 2x as trusted as a CEO, executive or activist consumer.-Edelman Trust Barometer

Employees’ social posts generate 8x more engagement than posts from their employers.-Cisco

People are 16x more likely to read a post from a friend about a brand than from the brand itself.-Hootsuite


Owning the employee channel

OWNED

• Actions: Post compelling content that people react to naturally

• Goal: Awareness and sales

PAID

• Actions: Pay to have posts exposed to more people on social


EMPLOYEE [EARNED]

• Actions: Rally trusted employee voices and social networks



SAS

Co

rpo

rate

So

cial

M

edia

Tea

m


So What Do We Do?

• Create social ready content (images, videos, copy)

• Train employees on social media• Maintain 30+ blogs and training for

500+ bloggers• Educate employees on SAS guidelines

and policies on social• Listen for mentions of SAS or where

SAS could help• Research new social media platforms• Collaborate with people in all the

country offices on social

• Analyze social data for business units• Innovate on new channels and

mediums to the web

• Analyze traffic and social sharing rates• Report on social activity for all of SAS• Work with departments to integrate

social • Create and vet tools to help employees

share SAS on social

• Manage our SM monitoring platform with hundreds of accounts worldwide

• Monitor brand social accounts • Inform via the Social Media Resource

Portal and Social Soup Blog• Administer training to groups and

individuals• Monitor competitor social listening• Answer YOUR questions!

Company Conf ident ia l – For Internal Use OnlyCopyright © SAS Inst itute Inc. A l l r ights reserved.

Why We Do ItTo create a culture where employees, customers and partners feel

comfortable and confident meeting business goals through social media.


T R A I N I N G Social Media Certification – 60 mins (required*)

1. Essentials of Social Media at SAS

2. Social Media Guidelines and Policies at SAS

3. Personal Branding and Social Behavior at SAS

Deadline: Jan. 4, 2018 (3 months)

Note: You will be registered for this in the LMS

Social media certificationOver 1500+ employees completed since launch in 2016


SAS’ employee advocacy program, The 140, motivates,

empowers and trains employees on how to use their

established credibility and personal networks to represent

themselves and SAS on social media.


BrandAmbassadorProgram

Professional DevelopmentOpportunity

Social Media Good Citizens

focus = them


This is about your voice.

And only sharing SAS content if and when it makes sense.

… on your profile or a SAS corporate property to which you contribute.


Benefits to YOU

• Access to exclusive training, tools and 1:1 coaching

• Strengthen individual online reputation

• Increase your social influence

• Tactics for consistent social media use

• New community of colleagues and resources

• Discover new ways to use social professionally

(problem-solving, learning, relationship-building )


Benefits to SAS

• Employees feel more confident in social media

guidelines and know where to turn for help

• Employee reach amplifies relevant (SAS and third-

party) content with authentic voice, which augments:

• General company awareness

• Conversions on SAS.com

• Relationship-building with external parties


T O O L S T R A I N I N G

E M P L O Y E E A D V O C A C Y P R O G R A M F O R M AT S


Program Components

T R A I N I N G *m o s t l y o p t i o n a l

PA R T I C I PA N T S

T O O L S

C O M M U N I C AT I O N

Social Media Certification (tailor-made eLearning), calls, workshops, Office Hours

“The 140” cross-departmental, global sample of SAS employees

Dynamic Signal and free tools (Hootsuite, Buffer, Pablo, etc.)

Private Socialcast group and bimonthly newsletters


PA R T I C I PA N T S“The 140” Roughly 470 employees spanning the company + global offices.

• General interest in social media

• Online influence and reach

• Social media part of job

• Represent a major division and region

Q: Why are they called “The 140?”

A: Began with 140 employees + hat-tip to Twitter’s 140 characters #socialmediahumor


T R A I N I N G Workshops – 45 mins to 1 hour (optional)

• Once monthly

• Live classroom (for Cary employees)

• Livestream/Webex (for employees outside of Cary)

• Occasionally substitute with 20-30 minute call

• Calls will have a conference room

• ALWAYS RECORDED!

Office Hours – 1 hour (optional)

• Once weekly – Wednesdays, 9:30-10:30 a.m. (EST)

• By appointment, for other time zones


APRIL 20

Social Media Strategery: Crafting (Or Rejiggering)

Your Approach

MAY 17

Deconstructing Your LinkedIn Presence: An In-

Depth Profile Workshop

JUNE 8

When Google Doesn’t Cut It: Using Social Media

for Research

JULY 20

Upping Your Game: A LinkedIn Masterclass

SEPTEMBER 7 + 13

Privacy and Social Media

Part I: Myths, Facts + Straight Talk ft. Tamara Dull

Part II: How to Adjust Your Privacy Settings

OCTOBER 19

Cellphone Photo Safari

NOVEMBER 8

Upping Your Game: A Twitter Masterclass

DECEMBER – N/A

JANUARY 18

Instagram Basics and Handy Tips

FEBRUARY 16

Escaping the (Corporate) Zombie Apocalypse


#SquadGoals


Social listening: measuring employee voice impact

• Capture social profile data in audience lists through surveying employees

• Segment different employee populations for precise reporting

• See employees’ social impact on topics that matter most to brand


The 140 effect MAKING BRAND POSTS ‘THEIR OWN’


Questions?THANK YOU!

@kirsten

Empower employees to boost customer satisfaction and your … · 2018-07-25 · Deconstructing Your...

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