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Jan. 5, 2016

123: Enterprise-Wide Employee Advocacy is a Natural Outcome of Social Business [Sociabble Interview]

123: Enterprise-Wide Employee Advocacy is a Natural Outcome of Social Business [Sociabble Interview]

Today Neal is sharing an interview he did with Marylin Montoya of Sociabble. Sociabble, one of the sponsors of the 2015 Social Tools Summits, is an employee advocacy platform that uses content marketing and social media networks to connect relevant content to employees in order to showcase their company’s brand. Marylin is sharing her insider perspective and offering valuable information and advice based on lots of experience helping large clients plan and implement employee advocacy programs. Listen in to hear her talk about the value of employee advocacy, why your employees are your best assets, and why enterprise-wide employee advocacy is a natural progression of social business.

Transcript

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welcome to maximize your social actionable advice on how your business can maximize your social media presence. Now the host of Maximize Your Social Social Media author, speaker, consultant, founder of Maximized Social Business, Social Media Centre of Excellence and the Social Pool Summit. Neil Schaefer. Everybody kneel Schaffer here again, Welcome to another upset of Maximize Your Social. Today I have the honor of providing you an interview I did with Marylin Montoya of Sociable. Sociable is another one of the employees advocacy tool providers that shined at a recent social tool summit, and Maryland actually called in from France to share with us her perspectives. Unemployed advocacy, which I think you'll find very ver interesting. How employ obviously begins as a marketing function, but someone or do social media in general enterprise wide and play advocacy is a natural outcome of social business, so I hope you'll enjoy this episode, and starting next week you should hear me go back to my own ranting and raving on anything and everything social media. So I hope you enjoy this episode and wow, this is the last episode of 2015. So thank you for listening, and I'm already at. Wow, this is episode number 123. So looking forward to getting close to 200 next year. Thanks for joining me. And I really hope that if you enjoyed this episode as well as all the others, you'll subscribe in iTunes. Give it a rating. Make a comment and share with your friends until next time. Everybody enjoy the interview. Everybody, this is Neil Shaper, and you're listening to another episode of Maximize Your Social. There's another poster media tool vendor that I'd like to introduce you to on this podcast. A sponsor of both of my social tool summits. I'd like to introduce you right now to Maryland Montoya from the company sociable Maryland. Welcome to maximize your social, Neil. Thank you for having me here. I'm going to be here. Thanks. And you know, Marilyn and they're not strangers to each other pretty well right now, but we are recording this over international phone. So if it sounds a little distance, that's probably why So, Marilyn, sociable, sociable, is not a household name and social media like a hoot suite or, you know, a buffer. Tell us for those that have never heard of sociable, obviously those that have been going to the social tool summits know very well about sociable, but those haven't give everyone sort of an introduction as to what your company does your role in the whole social media ecosystem, right? Okay, Well, sociable, in essence, is an employee at platform. And what that means is it's a technology that content marketing and Social Media network to connect Levin content to employees in order to showcase their company brands. So the idea is, you know, I'm going to provide content in an easy way to my place for them to discover, Um, you know what's going on with company? What's going on with Brand? What are the topics relevant in this state in the face of that company in their universe, and allow them to share that confident onto their own personal networks? On There's several reasons, you know, for engaging employees into doing so. So you know, one of those make. The main reason is to obviously amplify the message of the brand through the voice of the employees and also allow those employees too engaged in personal branding with social networks that mean, you know, kind of developed a thought leadership through the content that the company is helping provide the employees and then, you know, also have them understand what it means to build your brand on social media. Because the reality is, you know, these days people are becoming part of the company brand and business is done between people, not between company and people. So the idea is, you know, let's let's allow employees to engage with audiences on Social Media Network through the help of this tool. The Maryland We've come a long way. Yeah. No, it, uh well, for some listeners and those that are seasoned listeners to maximize your social and readers. I maxed my social business. They're very aware of employ advocacy and how it's obviously one of the hottest trends right now in social media marketing. But for those that aren't as familiar with it, they may seem taken aback because Maryland wasn't it. Just a few years ago, that sort of employees were employees and and they followed orders and companies were telling them to stay off of social media. What has happened over the last, you know? Well, sociable. You've been in business for a few years. What has happened. That sort of transformed companies to wanting their employees to engage in social. Well, I think the is that your boys are your best. You know, they're the people that I understand Your company understand your brand. And they're also the people that engaged with no prospects and clients in real life, You know, whether it's, you know, uh, your sales, marketing or through your general point of contact throughout, You know, the business life and the reality is that, you know, cos um must now be on immediate. You know, almost everybody has, uh, Lincoln Company paid our official Twitter handle, and then it's just a natural evolution and natural progression of that of that logic that okay, well, actually really important to be active on social media. So now you have branded are active on social media, regardless of whether you're, you know, a consumer brand were corporate brands. Um, And so the next logical step on the natural progression is to say, Well, you know, hey, maybe I have some prospects on the media network that, you know, my sales came to be engaging with. Or maybe I have, you know, no potential new, uh, job candidates that I should be engaging with social media. And so in that same while I'm not saying logic now. Why not power different groups within your company to engage in the conversation and it took content? Marketing is made when that happened. I mean, with communicate with each other on social media, it makes it okay, Okay, well, let's let's facilitate that conversation further, I think that you know that fear of allowing employees to the media that will only be there. I think the exist regardless of whether companies know accused to acknowledge it. But I think it's actually better. Thio dresses and ignore it on kind of play, a kind of draconian rolling, no comedian, that and and you cannot have it because, you know, dangerous. I think that's not the message that companies want to communicate with their employees on. So I think that many companies, especially the ones you know the early adopters, have realized OK, actually not be a bad idea if I explain my you know Hey, what OK today? We're not paid to say what a basic rule. You know, a lot of common sense. Why not allow them to kind of engaged in that constant marketing for themselves and for their company because, you know, for the most part, you know, unless you have a very disgruntled employee, what happens? Most people want to, you know, showcase what they're doing, what they're working on in their company, what role they're playing. You know what projects they're working on, you know, So the idea is OK, what allow people to share that and, you know, position themselves that somebody that something, you know, I'm an expert in in my domain. I tell you, I talked about your bill. You know, I think it's not a negative thing to allow employees to showcase themselves and the contributions that they're making their company. And by way of that, you know, making a good impression on behalf of the company. Well said, You know, I I'm just thinking that you had brought up the term contact marketing a few times, and obviously employable is a lot more than just content market, as we all know. But I'm just curious the customers that come to you Maryland when they begin, are they primarily interested in that amplification content marketing approach to employ advocacy. But then after they begin implementing it start to see the other ways in which it benefits the company. Have you seen that the current trend or what do you see with your customers? You know, that's a great question. It really depends on in the purity of the company in terms of how comfortable they deal with social media. I think that beginning off time, it starts off with a a discussion about ample cage and a comparison. Peyton Media Week. You know the number of clicks, Um, the amount of traffic you can drive, for example. But I think that early, the early kind of, you know, added, no added down that a you know, a decision maker May name Look at this thing. I think when you started digging into a deeper no company, well, actually, there are a lot of other a value added proposition that roll on, and after that, it becomes okay. What about leadership and then actually, great. Because people are actually into into participating program and they want to hear confident. They like being active on social networks when they like the idea that there cos kind of progressive or like, um you know, trusting them enough to give them offer them the opportunity to play this role. So after that, the u R A. Y you know, it comes in different forms on, and I think that the companies are really starting to look at that in multiple ways, not just from hey, my amplification reach. But you know, how many active members having my community? You know how many brand ambassadors have now? He's are No, um, you know, the number of subsidiaries worldwide that are not participating in this initiative. I think that, um, you know, the conversation has bottle does it all with one of our clients. How does that that evolution take place? I'm assuming that when companies started, I'm assuming the marketing department's marketing corporate communications PR that those air the folks that reach out to you, How does it How does it evolve? Is heat internally? Do they end up setting up employ advocacy committees and the committee members are taken from different departments? Or how does it go from a one department to a multi department activity? Yeah, that's a great question looking, but it really depends on the organization, but the organization company, because you know they all Barry's. Usually what happens is that, ah, a company may be interested in suitable for very specific need at the beginning, Let's say Okay, I have people who know you like it or other Social Media Network to look for and they say, Okay, well, I want to facilitate selling activities of my sellers. Try a pilot so you know they'll build a pilot program for, you know, maybe a couple 100 people or less, and we go to the pool. Prelaunch poured process way kind of trained the company. You do know how to feel the program, for example. Okay, so before we march, we need to define flying. Can be OK. Who's going to administrate platform? Who were going to be the user's, um, you know who's gonna been animated with confidence gonna come from? Um, you know how often we update your compound? We have enough content. He's going to be monitoring the activity. These are all the questions that we ask before we even talk about, you know, setting off a platform. And then one of those rules are defined, and it made very So let's say that with social sellers and maybe somebody on that sales team who manages it might be like one person on the marketing team working with that. Failing to do you do that on then usually happens after that. We support them throughout the pilot, checking in, seeing how the animation process going, our people engaging on the platform Are they, you know, sharing a certain kind of content that we have a lot of tracking in analytics. I wanna help you look at those numbers when we say okay, it looks like this kind of content more anything to your users maybe should produce more. That kind of content. He's caring, etcetera. And then after that, after the files, usually we have pretty good result, and people are really happy to use it. And they needed you do it. So they okay, come into the morning. You know, my e mails, and then I have my sociable, you know? And then I got my couple of shares, a schedule demand, and then, you know, I get it. I think people realize the impact that it has a brilliant game. And then after that, we're talking about okay how he applied with programs other of people, within the organization. And that's usually how you know the kind of growth from, let's say, a 30 or 100 or 200% program a global initiative got you. So it's a natural evolution that begins with this pilot program. But through the training and through the successes of the pilot program, is where we see this, not a revolution to where else the organization can we apply? And as and I suppose, in parallel, just just more departments are using social media as we evolve from social media, social business. So sort of goes hand in hand with that that, and actually weigh a lot, will also in the training we want. The company's understand you know how to deal with the treatment issues way offer, You know? Quick, quick, Go Work doesn't have to be a whole, you know, you know, two months thing you know, a couple of workshops where we explain the do's and don'ts for media how to improve your profile. You know how to tweet properly. You know how Thio know how How did you meet with the media? And actually and I find that quite useful because many employees there are a lot of people, don't you? You know, leaving on a regular basis. I mean, they're meeting today is relevant. And it's interesting, because when we do these programs, you all of a sudden developed, you know, people within the company that all realize I'm kind of into this one. You can offer the opportunity for someone to use a tool used platform that they didn't really think that makes sense to them. And then all of a sudden, they're saying, Wow, this is actually really working for me. So that's kind of the reward in engaging. That's great. You know, Maryland, I know that you're obviously based in France. And as we talked before the beginning of the recording of this podcast, I definitely wanted to ask you about the differences you might see in European social media and in North American social media being that you've been out of the social tool someone twice already this year. And you know that we talked a lot about employ advocacy. From what I'm hearing from you, it sounds like Visa, the employer advocacy. There might not be that big of a gap. What do you see out there in Europe? Compared to North America. No, I actually agree with you. I mean, you know, we're dealing with way Have a local clients, you know, that are saying France or in Germany only or UK only. But we also most of our clients are global. That mean, you know, they have an office somewhere in Europe, but they did you ask, you know, in a hat. So, you know, um, when we start having conversations, usually already thinking about Okay, how do I have to work in a different place? So we started dressing these kind of issues early on, like, Okay, they're they're going to be a problem from a policy point of view. Um, you know, they're gonna be a reward. Is that going to, you know, uh, legal aspects, for example? Um no. But in terms of the subject matter itself of employees advocacy, I think that and Europe, what I find is interrogating. You have certain countries. There's certain certain sectors, industries. They're more open on what pro thio engaging in this kind of idea on. Then you have cos they're a bit more traditional. Just entering. You didn't not really sure how to navigate it. And of course, They have a lot of concerns that most companies have about. You know, having an employee is something that is incorrect or causing about that Uncle media, you know, kind of sensitive topic. And I would say that a lot of that with talent, some kind of comes up, uh, in particularly in banking and finance, where, you know, there are some, you know, some delicate issues of compliance on We work with our clients to be a dress, so things like being able to flag content or monitor the table, you know, control aspects of sharing process. Then you're in constant from being scared when you know it should be, you know, but you don't run into those kind of balls. I can't say right now that I have run into that problem where something negative has come out from a planet. So that means that we really care, Making sure everything is clear from the pre launch days to, you know, control system couldn't play, You know that he will make sure that everything rules smoothly. So, yeah, I mean, I think that that's general might handle a point of view. The garden you can hear for listeners of the podcast. Maryland has shared a wealth of information and advice based on helping a lot of large clients plan and implement an employee program. And, as you can hear, just from the you know, the depth of what Maryland is talking about, it is obviously not a not a trivial program. The start. It's not like, Hey, we're just gonna launch a Twitter Channel and start tweeting. It is a large. It is a large undertaking, And when you want to begin thinking about implementing such a program, you need to partner up with an expert. And as you can hear from Maryland, sociable is definitely one of those experts. So I do hope you'll reach out to the Maryland. How can listeners of this podcast reach out to you as well? A sociable website. So you give you you've got a sociable dot com and that's sociable with to be on bacon. Contact me directly in my email. I mean, Maryland, uh, Maryland, and they are y alliance at sociable dot com On and start a conversation. I'm there. That's great. So f C I A B B L E Maryland. Thank you so much for being a guest on the Maximize your social podcast today. I do hope that our paths will cross very soon. Definitely. Thank you for having me. All right, Well, that's a wrap. Everybody, and I'd like to say wherever you are in the world, make it a great social day. Bye bye, everybody. Thanks for listening. To maximize your social, we appreciate all of your iTunes inscriptions, ratings and comments. If you would like to appear on this show or recommend content, please contact Neo Schaffer at meal at Maximize Your social dot com. Please also make sure to check out Neil's New Community Social Media Centre of Excellence at Social Media, c o e dot com, as well as Neil Social Media Conference, The Social Tools Summit.