Leading Innovation on Social Media Through Employee Advocacy
Microsoft France wanted to mobilize their entire workforce on social networks, in order to transform their employees into company ambassadors. In collaboration with Microsoft teams, Brainsonic produced a training program adapted to different audiences and based on a very short format (two hours). Through this training initiative, Brainsonic consultants and Microsoft France’s Social Media Lead trained nearly 600 people in areas such as best practices and the use of LinkedIn and Twitter.
As well as training, Microsoft France deployed Sociabble, a platform developed by Brainsonic that enhances employee engagement on social networks. Sociabble aggregates all social media content on a single, highly visual interface.
On the same interface, it is possible to integrate blog posts written by the company or other sources. At the click of a button, employees can share each piece of content on their own personal networks (Facebook, Twitter, LinkedIn…). Companies can activate a gamification system, so that employees gain points each time they share content. A dashboard allows them to track the diffusion of content, to create individual or team challenges and even to manage campaigns in order to promote the sharing of certain content.
The benefits of this type of platform are multiple and typically tie into the process of unifying Marketing, Sales and HR.
Company employees receive content they can share immediately, ‘risk free’ and at the click of a button. The gamification tool and challenges offered constitute an additional incentive, though having the opportunity to promote their social media profile through relevant content already acts as very strong motivation:
- For sales teams in particular, such as those on LinkedIn Sales Navigator, the ability to publish content that ties in with conversations they may be having with clients or prospects easily and regularly is an undeniable asset.
- For companies, there are several hundred people per employee who can be reached through content marketing, job offers published on LinkedIn and so on. These people are often a core target, whether it’s for recruitment or marketing. They are even more likely to engage with the content because they know the person sharing it; 92% of social media users trust the recommendations of people they know (source: dwing).
- By analyzing what employees and their connections share the most, both marketers and recruiters can determine the type of content that creates the greatest engagement and adjust their strategy accordingly; employees can contribute directly to the development of the editorial line in this respect.