Case Study Building Brand Ambassadors from Within Your Organization - - PowerPoint PPT Presentation

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Case Study Building Brand Ambassadors from Within Your Organization - - PowerPoint PPT Presentation

Aug 29, 2023 178 likes •436 views

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

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Building Brand Ambassadors from Within Your Organization

Case Study

Trish Nettleship Global Director Social Media & Influence UCB, Inc

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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 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.

Session Speakers

@trishnet

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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

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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

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Evolution of our practice

What is social media? How can our brand use it? How do we teach others?

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Social requires entire organization

Social media is not a stand-alone tactic, and is not a singular point in time. It should be used as the connective tissue that links all of your outward communication efforts. An integrated social strategy serves to connect people with people and people with content at the right time.

Product Mktg Sales Advertising PR Digital Search Customer Service

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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.

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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.

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Identify Objectives and a Vision that Tie Back to the Business Find an Executive Champion Build your Program to support your Business Objectives and Plan for Growth Understand the Importance of Community Management Track Program and Share

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Steps to Building Social Ambassadors

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Identify objectives and a vision that tie back to the business

Have a foundation that makes sense for your objectives

!

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To enable the exchange of ideas and expertise in digital environments which lead to faster and more informed technology purchase decisions

blog

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Identify Objectives and a Vision that Tie Back to the Business Find an Executive Champion Build your Program to support your Business Objectives and Plan for Growth Understand the Importance of Community Management Track Program and Share

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Steps to Building Social Ambassadors

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Find an executive champion

Keep your champion in the loop on progress and successes. It will help with any road blocks.

!

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Identify Objectives and a Vision that Tie back to the Business Find an Executive Champion Build your Program to support your Business Objectives and Plan for Growth Understand the Importance of Community Management Track Program and Share

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Steps to Building Social Ambassadors

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Build your program based on objectives and

  • vision. Keep growth in mind.

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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.

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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.

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Identify Objectives and a Vision that Tie Back to the Business Find an Executive Champion Build your Program to support your Business Objectives and Plan for Growth Understand the Importance of Community Management Track Program and Share

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Steps to Building Social Ambassadors

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Understand the importance of community management

Prepare your community manager for successes and failures. Remember to talk the “101”

!

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Identify Objectives and a Vision that Tie Back to the Business Find an Executive Champion Build your Program to support your Business Objectives and Plan for Growth Understand the Importance of Community Management Track Program and Share

2 3 1

Steps to Building Social Ambassadors

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Track Progress and Share: Show results along the way

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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

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Ambassadors lead to results

Referral Traffic Search Traffic All Visits Social media

Launch of NLA Updated Program inc. contest

Keep updating your program for best results

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Learn from networking leaders

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It’s in the Network! It’s in the Content! It’s all about Commitment!

  • 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

the program to excel digital footprint

  • Find the leaders in the digital

space and turn them into teachers

  • Recognize those that help meet

business goals

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What we learned

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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

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Thank You

Trish Nettleship Global Director Social Media & Influence UCB, Inc. trish.nettleship@ucb.com @trishnet

Black & White Headshot

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Building Brand Ambassadors from Within Your Organization

Case Study

Trish Nettleship Global Director Social Media & Influence UCB, Inc