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