The opportunity afforded by social media networks to grow brand influence and reach has been well documented in recent years. Indeed, at the recent Tourism Australia Conference, one of the speakers, CEO Nicole Sheffield, told a highly engaged audience that the News Corp Australia now generates more traffic from social networks than it does from Google. And that a recent social-media created/driven shopping night generated more sales for David Jones than the Boxing Day sale. So for some players, social media is already breaking all records.
But now there is a new tool available here in Australia that has already proven itself in the US that will assist others to enjoy similar success. It’s a platform that enables and organisation to leverage the social networks of its employees, partners, members, supporters and fans to spread the good word about the organisation’s brand(s). In the Employee context, it’s usually referred to as Employee Advocacy, but people also refer to Employee Brand Champions in this context. (The fact that we don’t even have a ‘set’ name for it is indication enough that this is ripe new territory here in Australia!). In the broader partner / member / supporter context it’s a substantial augmentation of the tried and tested Brand Ambassador model.
And it’s not just a powerful social media tool. By immersing employees, partners, supporters etc in a stream of positive messaging, Employee Advocacy (Employee Brand Champions / the Brand Ambassadors’ model) builds engagement; indeed the approach even has the potential to trigger a total reassessment of company culture in the new context of social media. To make it work, you need three things;
One: a group of employees who are already well-engaged with the organisation and have a strong personal network in one or more of the main social media channels.
Two: Scoop Social’s training and support to prepare the employees for their role spreading the good word, and to support them through the endeavour.
Three: Scoop Social’s expertise in social, and our new technology platform to facilitate the process of preparing content for the employees to share, and to enable the sharing.
With these three elements in place, any business, whether already well advanced in leveraging social media or just beginning the journey, can give voice to their brand’s most powerful ambassadors. Building brand (be that employer brand or consumer brand) and building engagement – through the creation and leveraging of Brand Champions and Employee Superheroes.
Please call us on +612 8006 1616 or email us to find out more.
