Case Study. Building Brand Ambassadors from Within Your Organization. Trish Nettleship Global Director Social Media & Influence UCB, Inc

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1 Case Study Building Brand Ambassadors from Within Your Organization Trish Nettleship Global Director Social Media & Influence UCB, Inc

2 Session Speakers Trish Nettleship Global Director Social Media & Influence UCB, 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. 2

3 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

4 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

5 Evolution of our practice How can our brand use it? How do we teach others? What is social media?

6 Social requires entire organization Social media is not a stand-alone tactic, and is not a singular point in time. Customer Service Product Mktg It should be used as the connective tissue that links all of your outward communication efforts. Search Sales An integrated social strategy serves to connect people with people and people with content at the right time. Digital PR Advertising

7 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

8 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

9 Steps to Building Social Ambassadors 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

10 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

11 Steps to Building Social Ambassadors 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

12 Find an executive champion! Keep your champion in the loop on progress and successes. It will help with any road blocks. 12

13 Steps to Building Social Ambassadors 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

14 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

15 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

16 Steps to Building Social Ambassadors 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

17 Understand the importance of community management! Prepare your community manager for successes and failures. Remember to talk the

18 Steps to Building Social Ambassadors 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

19 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

20 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

21 Learn from networking leaders Find the right mix of wins to gain maximum exposure of content It s in the Network! Set the ground rules and give them the framework to share Continually educate and nurture the program to excel digital footprint It s in the Content! Find the leaders in the digital space and turn them into teachers Recognize those that help meet business goals It s all about Commitment! 21

22 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

23 Thank You Trish Nettleship Global Director Social Media & Influence UCB, Black & White Headshot 23

24 Case Study Building Brand Ambassadors from Within Your Organization Trish Nettleship Global Director Social Media & Influence UCB, Inc