Employee Social Media Advocacy

 

I posted a tweet recently from my twitter account the other day and I wanted to share my thoughts behind this tweet with you.

The Tweet: https://twitter.com/ScottyTidwell/status/1070377123922305025

“It’s almost 2019, and brands still are not using their employees to amplify their social media messaging… IMO, it speaks volumes about a brand when it’s own employees won’t share their employer’s posts.  Your most prominent fans/advocates should always be your employees.”

After a few replies, it was apparent to me that I needed to write a blog on this subject as it’s one that is very dear to me as a former Community Manager, Director of Marketing, CEO, and now CMO.  I’m still blown away by how many brands are scared to death to engage with their employees when it comes to amplifying brand messaging on social media platforms.

We live in a digital and very connected world, and employers have taken a strange stance with company social media policies that make ZERO SENSE to me.  I’ve had the pleasure or pain, depending on how you look at it, overseeing several brand social media policies.  I’ll go back to talk about how I would handle this issue if it were left up to me in just a second, but first I want to touch on some of the ridiculous comments I’ve heard over the years from all angles in business to include C-Level Officers, in-house PR team members, and even contracted PR firms.

It usually starts with these words, “we must protect our brand on social media, therefore we shouldn’t allow employees to state they work for us publicly, and we don’t want them engaging with anyone on social media, account we only want one voice and that voice should be from the main branded accounts”.

Yeah, I wish I could tell you that I’m kidding, but I’m not.  I’m going to highlight a few stats below before wrapping all of this up in a simple statement for brands to take to heart.

Here are some stats for you to look over.

  • Brand messages reached 561% further when shared by employee’s vs the same words shared via official brand social channels (MSLGroup)
  • 79% of firms surveyed reported more online visibility after the implementation of a formal employee advocacy program. 65% said increased brand recognition. (Hinge Marketing)
  • Content shared by employees receives 8x more engagement than content shared by brand channels. (Social Media Today)
  • Leads developed through employee social marketing convert 7x more frequently than other points. (Marketing Advisory Network)
  • Earned media (press, word-of-mouth, peer-to-peer referrals) drives 4x the brand lift as paid media. (Bazaar Voice)
  • Peer-to-peer marketing is the leading driver behind 20-50% of all purchasing decisions. (McKinsey)
  • 73% of salespeople using social selling as part of their sales process outperformed their sales peers and exceeded quota 23 percent more often. (Aberdeen Group)
  • According to IBM, when a lead is generated through social selling or employee advocacy that lead is 7X more likely to close compared to other lead gen tactics. (Find and Convert)
  • Sales reps using social media as part of their sales techniques outsell 78% of their peers. (Forbes)
  • 91% of B2B buyers are active on social media. (IDC)
  • 64% of teams that use social selling hit quota compared to 49% that don’t. (Aberdeen Group)
  • 80% believe their sales force would be more effective and efficient if they could leverage social media. (Sales Management Association)
  • An employee advocacy program can drive 16% better win rates, 2x pipeline, and deliver 48% larger deals. (EveryoneSocial)
  • More than 80% of Americans say employee communication is key to developing trust with their employers. (Lexicon)
  • 74% of employees feel they are missing out on company information and news. (Trade Press Services)
  • 85% of employees said they are most motivated when management offers regular updates on company news. (Trade Press Services)
  • Use of social software by employees can improve productivity by 20-25%. (McKinsey)
  • More informed employees outperform their peers by 77%. (CEB/Gartner)
  • When companies use social media internally, messages become content; a searchable record of knowledge can reduce, by as much as 35%, the time employees spend searching for company information. (McKinsey)

So, with all of this fantastic data why are brands bullish on letting their employees have a voice and be social with the company that they are working for?  Why are employees signing social media policies that are telling them to stay the hell away from branded social posts and do not engage on social media with customers who are happy or sad with their user experience with their brand?

ALIENS BRO… ALIENS… seriously, it’s almost like everyone has forgotten about the ten golden rules of communication.  If you have no idea what I’m talking about, I’ll list them out now.

  1. Convey messages in a clear and effective manner.
  2. Use clear and unambiguous language.
  3. Use non-verbal methods of communication.
  4. Use repetition.
  5. Check understanding.
  6. Be warm and attentive.
  7. Show that you are listening.
  8. Be slow to pass judgment.
  9. Use silence appropriately.
  10. Check understanding.

Notice how “check understanding” is on here twice?  Yes, it’s that important to ensure that you are on the same page with the people you are talking too or the people that are talking to you.  I see so many brands get themselves in trouble account they are not following or do not understand how to apply these ten simple golden rules.

Scotty, we understand that you think many brands are not handling social media correctly, so… tell us what you would do?

First, be human… By saying be human, I’m saying allow human interaction to take place on social media platforms.  It should be 100% ok for an employee on social media to engage and amplify brand posts and the customers/users who are also engaging with the branded accounts.

Second, build trust… the data tells us that consumers are more confident in purchasing a product or service online if they can easily find key people who work for the brand on social media.  It’s like asking to speak to the manager directly without having to ask… you type your message to them and hit tweet/send/post/comment.

Third, train/educate… brands need to train employees how to handle certain situations on social media, employees need to know when they should forward something up the chain of command vs when they can simple like/share/reply.  Remember, the idea is to allow employees to be social and proud of their brand, to do this you will need plans that help ensure employees are seen as human, but also “on brand” when it comes to how they engage.

Lastly, be fun, be engaging, be active, be friendly, it is never ok to get it wrong for a customer, but it is always ok to try and empathize, sympathize, with them.

I’d love to hear about your experiences with social media policies at work! Comment or Tweet @ScottyTidwell

 

 

Esports Is a Content Delivery Platform, Period.

Yes, I have said this for a while now, but I have never taken the time to put my feelings on paper for all to read. Most of you who know me know I am very passionate when it comes to esports, and I have a burning passion for seeing and helping it continue to grow.

Esports at its core is about competition right? Human nature is to compete, compete for food, compete for land, compete for a better job, compete for a better car, better house, competing is something we do and don’t even think about it.

I have seen 70yr old women competing on Bejeweled on Facebook and talking smack to each other based on who has the highest score or have reached the highest level. I have coached young men in football and watched them compete during a football game, then watched them compete after the game at my house playing Madden. Competition is in our DNA and esports allows anyone to scratch their competitive itch regardless of how fast he or she can run, or high they can jump, how much they weigh or how tall they are.

Content is king! How many times have you heard that before? If you follow me or know me, then you will know I say this all the time. Content is king, and we need to take care of our king at all costs. Without written and video content then all of the competition that I have talked would be almost meaningless from a value proposition.

Good content that is engaging and draws in views and traffic is valuable to esports, it allows us, marketers, to be storytellers for our products and services. As traditional media keeps declining, you will see more and more non-endemic brands turn their marketing budgets to gaming and more importantly esports. When these brands turn to esports, we need to be ready to serve them and help them integrate their campaigns seamlessly into our ecosystem.

Within esports, there are a few types of vehicles that are driving and delivering content.

1. Dev’s/Publishers:
2. Org’s/Teams:
3. Media Companies:
4. Independent Content Creators/Players:

If you have been around long enough, then you have seen first hand how meaningful content from Devs/Publishers has grown over the years. I mean, some of the content that is being created around the Overwatch World League is some of the best I have seen.

I love content from Orgs and Teams when I can get it, sadly not many of them are producing good and regular content, this needs to change asap. People want to connect with their favorite players and who better to quench that thirst than the teams that they play for. Behind the scenes, please, let me connect with my favorite player… People know Player B is impressive at his job, but they want to know the real Player B, what makes Player B tick? What does Player B do daily, how does Player B live? It is all about the players. As more investment takes place into other Orgs, you will see the content efforts pick up.

The big one for me here is Media Companies… running a media company is very tough these days and is NOT a short-term play in my opinion. I do feel that the best esports focused media companies that are left standing within the next 12 to 36 months will do very well. I am confident you will see a few of them get acquired by larger brands that are forced to move into the esports space for impressions/views/users.

Number four on my list is so significant to me that I am going to take the time to write another blog post that only covers that topic.  Look for it to go up next month.

If the content is King, who is trying to own esports?

The Race For Esports Viewership

In case you didn’t know we have a massive power struggle that has already started in the world of live streaming Esports and Gaming content.  YouTube Gaming announced yesterday that they have partnered with FACEIT in a multi-year deal that will bring the ECS(Esports Championship Series) to YouTube.

You can say this is a black eye for Twitch seeing how ECS was created out of a partnership between Twitch and FACEIT less than a year ago.  You can read about it here in case you missed that announcement last year.  Now, between you and me, I have no idea if YouTube just outbid Twitch to make this happen or if Twitch thought it wasn’t worth the investment and decided to pass, on the surface, it seems that they’ve lost something they put a lot of time and money in.

The next 12-24 months will be very exciting when it comes to streaming.  I think it’s obvious that Twitch is way out in front of everyone else.  But, after YouTube making this play for ECS I’m certain you will see other big moves very soon.  For now, I think we should all pay close attention to the following sites.

1. Twitch
2. YouTube
3. Beam
4. MLG.TV

I can hear you now… “Scotty, what are you on about mate. Beam is new.. and MLG pretty much has nothing going for it other than Call Of Duty events.”  Yes, you’re right.  Microsoft acquired Beam late last year, and I can tell you they’re putting a lot of time and effort into the platform.

What’s important to note is that Beam is a Microsoft product.  That matters because of Esports titles like Halo and Gears Of War.  Why would Microsoft want to allow the impressions/ad revenue that Halo/Gow generate go to Twitch’s coffers when they now own a site like Beam?  Now, I’m only speaking to this in regards to Esports Lan Events that would normally be streamed on Twitch for example.

MLG.TV gets a ton of shit from people within the Call Of Duty community.  Everyone use to say that “MLG killed COD” when streamers like Nadeshot and others made a move from Twitch to the MLG platform.  This is simply a load of bullshit.  COD was hitting some tremendous numbers on MLG.TV.  Fast forward, and most everyone is back to streaming on Twitch, and a lot of them have fewer viewers now than when they were on MLG.TV.  I still believe MLG.TV will be the exclusive home for all ATVI/BLIZZARD Esports streams in the future.

Let me know what you think about streaming sites, which site is your favorite and why?

The $300,000 Irrelevant H1Z1 Event

Some of you will love this post, and some of you will hate it. I completely understand you regardless of if you agree or disagree with me on this but, hear me out. Please note I’m a huge fan of H1Z1 King of the Kill and at the time of writing this I have around 500 hours of play time invested into the game.

What is the $300,000 H1Z1 King Of The Kill event? I’ll tell you in Daybreak Games own words, “H1Z1: Fight for the Crown is a six-part esports docuseries coming this spring to The CW Network, with the finale featuring the first ever 5-man H1Z1: King of the Kill tournament! The 75-person tournament will feature 15 elite teams of five, including Echo Fox, Rogue Gaming, Panda Global and Denial Esports, all competing for their share of a $300,000 prize pool.”

Now that we all know what it is, I’m going to highlight a few of my issues with the event.

  • 75 person tournament based on five players per team for a total of 15 teams. Players must be ranked in the top 200 leaderboards based on “Solo scores.”
  • “The Tournament will be filmed on March 19th, 2017” in front of a live studio audience.
  • “The H1Z1: Fight for the Crown tournament will be broadcast on April 20, 2017 on The CW Network.”
  • “The actual tournament will consist of only one game where all of the prize money will be distributed. The tournament will be very high pressure and intense!”

THIS NEXT ONE IS A BIGGIE..

  • “Tournament Results and Confidentiality: Players and Teams in the Tournament must not disclose the winner of the Tournament. As the filming of the tournament will not be live, and the surprise of the winner is a crucial element to the commercial viability of the broadcast, disclosing the winner will cause the Tournament and the Sponsor irreparable harm. Therefore, all Players individually and Team agree to each pay one hundred thousand dollars ($100,000) to Sponsor for any disclosure of any Player or Team’s finishing placement in the Tournament attributable to that Player or Team or disclosed by a person associated with the Player or Team. This is not a penalty but a requirement due to the loss of economic interest that Sponsor may suffer.”

Ok, let’s start from the top. The prize pool is excellent, and I’m happy Daybreak decided to go towards a team based event instead of the traditional free for all aka “solos” event.

My first issue is how players must qualify to play for a team in the event, why must all of the players be in the top 200 on the Twin Galaxies leaderboards for them to be eligible to be on a team? This makes zero sense, it’s almost like they’re saying org owners/players are too stupid to ensure they have the best team possible going into the event.

The tournament won’t be steamed in Twitch.tv in a live environment setting.. are you kidding me? Did someone forget the only reason the game is relevant, is because of Twitch and the streamers who continue to play the game regardless of all the issues the game has?

The tournament will be shown on “The CW Network” almost a month after the event is over. WHAT? WHO? WHY? Please come out and say this is all a joke?

Speaking of the event being aired on TV over a month after it’s over… you expect people to stay silent on the outcome of the event? Five players will win $180,000, and they can’t say a damn word to anyone? Have you lost your minds?

“Individual players and teams agree to EACH pay $100,000 to Sponsor for any disclosure of any Player or Team’s finishing placement.” Yes, I wanted to quote that part again as this is simply amazing! We live in a world where people want to consume content in real-time and yet we have an Esports event being treated like it’s something that should be on HBO.

This simply doesn’t work, can you imagine if E League did this with CSGO? People would be burning down the CNN headquarters in Atlanta, GA. Just recently the Call of Duty World League event had a delayed broadcast pushed one hour late to Twitch after it was aired on MLG.TV and it was laughable at best.

People in Esports and Gaming, please remember we don’t need TV to continue the incredible growth of Esports.. TV needs us! As their numbers keep declining and ours keep growing, a ton of traditional marketing budgets will continue to flow into our space.

Why Traditional TV is Dying.

It’s f’ing expensive, with just three or four months worth of cable bills(Avg bill is $103 per month) I could buy a nice tv to watch my shitty cable on. Think of gasoline as cable and the car is the tv… holy shit.. just think if one month of gas cost you 30% of the total price of the car. You probably wouldn’t buy the car? You probably wouldn’t purchase the gas? Some of you will understand that comparison and some of you won’t. Same.

Scotty, what are you suggesting? The TV makers are doing pretty good right now. Sure they are.. You have idiots like myself who purchase TV’s just to watch Twitch streams on 40″ panels(yes, I do this) or even Netflix on 50″ panels in their bedrooms(yes, I do this).

TV manufacturers are still winning although some data points to a decline in sales figures and cable providers are starting to feel the pinch for declining viewership and subscriptions. It’s been reported that ESPN is losing 10,000 subscribers per day and are down 12,000,000 subs since their all-time high of 100,000,000 in 2011.

Let’s look at ESPN for a moment; I grew up loving everything about ESPN. I loved the on-air talent back when Stuart Scott first said “cooler than the other side of the pillow.” I’m not saying the talent now days is bad, I’m saying it’s not original, and it seems forced at times.

ESPN is like that YouTuber who started his channel making videos of him playing his favorite video game and commentating over the gameplay to tell you all about how they feel about certain topics. Most all of those channels had to reinvent themselves, or their channels slowly died off with hardly any views.

Am I saying that ESPN is dying? Not yet.. They are on a decline just like a lot of YouTubers, and they must reinvent themselves so they can keep delivering content that people WANT to consume. Creating content is fucking useless if nobody is consuming it.

Am I saying that ESPN has a content problem? Yes. One of the issues is people want to watch sporting events free of political bullshit. When I turn on SportsCenter, I want to get caught up on all things sports related. I don’t give a shit what a professional athlete has to say about Donald f’ing Trump.. Nor do I care to hear the political views of the hosts of the shows. If I care what an athlete has to say on world topics, I will follow them on Twitter.

Let’s talk about ads. I’m still amazed that when I watch TV, I see a ton of ads that have nothing to do with my current purchasing habits/wants/trends. When if ever will TV deliver me a relevant ad for a product or service? You know what I hate more than ads? Ads that are not related to the goods and services that I care about.

TV must create/use smart technology to deliver relevant ads to consumers. TV must keep political pandering away from traditional sports. TV must create content that people are consuming.. what is that content? Gaming and Esports.

If TV can’t take care of these three areas, they will be forced to break out certain channels and offer them to be streamed from smartphones, laptops, and computers for a small monthly fee. Yes, I’m going to be watching SportsCenter one day on my MacBook for $4.99 per month.