Hoe implementeer je een social ambassadeursprogramma.

Dennis Koorn, Social Dialog

Wie wij zijn

•Onderdeel van de Dialog Groep

•Kantoren in Belgie & Nederland

•Sales Manager Social Dialog

•Customer experience, online marketing

Stip aan de horizon: social media ecosysteem

Druk op een logo voor de video!

A fool with a tool is still a fool

Onze visie

4.3Bemail accounts

5.4Bsocial media accounts

Volwassen communicatiekanaal

Dit is niet alleen

een shift in technologie

maar ook een fundamentele

culturele verandering

Koudwatervrees

Koudwatervrees bij medewerkers?

Advocacy is more than reach.

Retention, recruitment, brand, and beyond.

Success and results come from:

Goals & Plan Adoption & Education

User Experience

Waarom zouden medewerkers meedoen?

✓ Trots op werkgever

✓ Betrokkenheid bij bedrijf

✓ Actief willen bijdragen

✓ Personal branding

✓ Voldoening

Draagvlak van de directie?

Waarom zouden organisaties meedoen?

✓ Zichtbaarheid vergroten

✓ Traffic naar website stimuleren

✓ Werving nieuwe medewerkers

✓ Naamsbekendheid verbeteren

✓ Informeren medewerkers

Gewoon een kwestie van Plug en play?

Toch stiekem het wiel opnieuw uitvinden

De kracht zit in de voorbereiding

Stelling 1

Niet het wiel opnieuw uitvinden….

De basis voor succes

Hoe werkt het?

•Beheer vanuit centraal Dashboard• Rollen / rechten• Content• Analytics

• Gebruikers via een app en/of e-mail

De basis voor succes: men neme…….

Doelstellingen

Een plan

1 druk op de knop tool

Opleiding

Content Consistency

Communication Cadence

Advocate Recruitment

Implementeren

Goal Setting

Organizational Buy-In

Deployment Planning

Voorbereiding

KPI’s

Adjustments

ROI

Meten

People & Content

Identify Advocates

Motivating for Success

Strategie

LAUNCH

Succesvolle Realisatie

Strategie workshop

● 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?

Gezamenlijke inspanning om succesfactoren tebepalen

Content speelt twee rollen in het ambassadeurs programma:

Rollen

Mensen die content

delen

Mensen die content

creëren

Employee Advocacy WorkflowFind great content within the Hootsuite dashboard and share it to the Amplify app

Social Media Specialist

Advocate

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 emails

Identify top content and performers in your internal network through in-stream

analytics

Receive email 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

Launch Vid

Posters

Create Excitement

Events

All Hands Meeting

Department

Leader Briefings

Off

lin

eO

nlin

e

Email

All employees

Internal Communities

Web-based community

Landing Page

Customized

training portal

Launch Video

Supports all communication

Interne Communicatie (Best Practices)

Voorbeeld Implementatie:90 Dagen Aanpak

Training

Voorbeeld 90 dagen aanpak

Communicatio

n Activities

Content: Major

Announcement

1 10 15 After Strategy

Session20 25 30

30Focus audience: Early Adopters / Champions

60Focus audience: Middle Adopters

90Focus audience: All Advocates

Share Program

Highlights

Empower Your

Champions

Content: Major

Announcement

Email: Improved

Reach Metrics +

Success Story

Content:

Weekly Push

Notification

Piece

Email: Download

Reminder

‘Amplify This

Week’ Begins

Content

Performance

Assessment

In-tool

Activities

30 Dagen: Focus op Adoptie

Desired Action Audience Communication Tactic Timing Education Stream

Sharing ● Early Adopters● Champions

Content: Push + Email Notification Weekly Sharing

App Installs ● Early Adopters● Champions

Email: Download Reminder 72 Hours(5x)

● Setup● Onboarding

App Installs ● Early Adopters● Champions

Email: Generic Video 14 Days ● Topic Selection● Following

App Installs ● Early Adopters● Champions

Email: Amplify Best Practices Video 21 Days ● Setup● Onboarding

Empower your Champions

Top Performers Email: Be an Amplify Leader 25 Days ● Expertise● Mentorship

App Installs ● Early Adopters● Champions

Email: Sharing Video 28 Days Sharing

60 Dagen: Focus op Activatie

Desired Action Audience Communication Tactic Timing Education Stream

Sharing Middle Adopters Content: Push + Email Notification Weekly Sharing

Empower your Champions

● Champions● Amplify Leaders

Meeting: Advocacy, Feedback, and Updates

32 Days ● Expertise● Mentorship

App Installs Middle Adopters Email: Download Reminder with Company Stats & Sharing Video

35 Days App Installs

Sharing Middle Adopters Email: Hot Tips from Amplify Pros Video

49 Days NavigationFollowing

Empower your Champions

● Champions● Amplify Leaders

Leader Spotlight Story 60 Days ● Expertise● Mentorship

App Installs Late Adopters Email: Download Reminder Every 14 Days

● Onboarding ● Setup

90 Dagen: Focus op Resultaat

Focus Audience Communication Tactic Timing Education Stream

Sharing ● Early Adopters● Champions

Content: Push + Email Notification Weekly Sharing

App Installs Late Adopters Email: Download reminder Every 21 Days

● Onboarding ● Setup

App Installs All Email: Download Reminder with Company Stats & Sharing Video

63 Days App Installs

Impact All Email: The Reach We’ve Achieved Together

77 Days Sharing

Impact All Email: How to use Amplify Content to Grow your Network Video

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

Launch Specialist

set-up, onboard, and launch products for Admins and Advocates

Social Strategist

customized onsite or online strategy training, social media best practices

Enterprise Support

24/7 technical support, including a global team fluent in 6 languages

Account Executive

able to connect to products with your organization

Ons projectteam

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

Projectteam opdrachtgever

Opleiding en training?

An employee who feels appreciated will ALWAYS do more than is

expected.