Trust, training, technology: three keys to corporate personal branding

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Personal branding is no longer exclusive to celebrities entrepreneurs. Today I deal with the three keys to corporate personal branding, a way to move personal brand management to companies, and specifically to their professionals. .

I heard an interview to Brian Fanzo, ISocialFanz' CEO in which I liked the way he simplified the application of corporate personal branding.

If you have little time, here I leave you a one-minute video-summary:

Corporate Personal Branding: What is it?

Many believe it is a Oxymoron... and I get it, what are we talking about? personal or corporate?

Corporate branding staff deals with the application of staff branding in top executives, known as Executive Branding, training in personal branding for middle managers and other professionals, and the programs employee advocacy programs or impulse to “emfluencers” y employer branding.

It is based on the proven fact that people transmit greater confidence than imagined realities such as brands or companies.

First key: Trust

As it could not be otherwise, in times of distrust in brands, companies must trust their people (I remember the recent post: Entrepreneur: your people are your brand) to perform the corporate storytelling.

To this end it is essential that the organization has corporate story, with a very clear and social purpose (beyond benefits, Leadership...), a mission, values and a story.

People trust people, so there's no one better to move these corporate assets than through professionals.

Entrepreneurs afraid to give greater power and knowledge to their people, we can only tell them that investing in them is a way to build loyalty.

Second key: Training

Among the three keys to corporate branding, training is, for me, one of the most solid foundations.

As my colleague says David Barreda, trainer and personal branding expert, training is a learning strategy for knowledge acquisition and development, skills and attitudes, that allows people to respond effectively to certain problems and dilemmas.

And in this case, training aims to provide methodologies and tools for employees to (I prefer to call them professionals) connect with stakeholders or stakeholders stakeholders, internal and external.

This has a dual objective: on the one hand to value each professional's own personal brand, turn them into trademark spokespersons. On the other, to transfer the corporate storytelling to the markets in a person-to-person communication.

Third key: Technology

Today it is essential that professionals can leverage technology to be able to act as spokespersons and ambassadors. Since this isn't your main “job description”, it is necessary for the organization to provide applications to manage this new role, easy to use, intuitive, and most importantly, productive and efficient.

These applications are about knowing content, Cure, share them and follow their trail. We can't expect employees to constantly enter the company's website to see what's new. To this end, notifications to an application are required from the communication department, so that information easily reaches every professional.

Stock Photos from Catsence / Shutterstock

Books: SOS! I have a toxic boss.

This past Thursday I had the opportunity to attend the presentation of the twelfth book of my colleague Pablo Adán says, organized in Lleida by my other colleague Xavi Roca with the assistance of 60 of alumni ESADE.

SOS I have a toxic boss, by Paul AdamPaul wanted a book like that, And I get it. Everyone we've lived with bosses (or partners) toxics we have always wanted to explain... And we've lacked courage. Paul has studied it thoroughly, has been documented as it always does, and has even launched a little online research to gather more data on this abounding specimen (a 50% of all the bosses are toxic) and that erodes business leadership.

Paul and Xavi invited me to be part of a round table after the presentation of the book which was very useful for the attendees to lose the fear has asked committed questions. An interesting one was, do you think it's a good idea for me to give this book to my boss?

I'm not going to spoiler the play., but I recommend it to all the bosses and to all those who are suffering the consequences of a bad leadership style.

New influencers: the internal Brand Embassadors or Emfluencers

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It seems that the world is turning around influencers. I recognize that this word is being wasted, at least in my brain. I wanted to title this post: New influential people: brand ambassadors, but I'm sure it's less powerfull as "influencers".

If you have little time, here's a video-summary of less than a minute (in Spanish):

Are influencers in decline?

If you Google search the term "decline influencer”, headlines as succulent as these appear::

All these sources agree that various studies warn of the decline of engagement in the publications of influencers with hundreds of thousands or millions of followers. The reasons are the saturation of the number of influencers, the tiredness of seeing the same advice repeated, the fact that many of the advice is insane, fake, absurd or irrelevant.

For example, the newspaper El Pais warned about the bad advice of 8 out of 9 health influencers, based on a study from the University of Glasgow.

Few are saved from burning: : micro-influencers rise

emfluencers by guillemrecolonsThe same previous sources agree that the micro-influencers (1.000 to 5.000 followers) are gaining credibility.

These are people who are not hired by any organisation and who give free and unconditional opinions about their experience as users of travel, fashion, health, cars, etc. with no further ambition.

The big influencers who have not "sold out" to the brands, are also kept at the top, although few remain. A good example is the youtuber Patry Jordan, who specialises in Fitness and DIY beauty advice (do it yourself). Patry Jordán has about 16 million subscribers between her different channels, and as she told me herself, the secret of success is that there are no brands recommended by her.

Emfluencers: the new influencers, internal brand ambassadors

I probably won't make a living as a creative. "As of"EM"from"Emfuencerscomes from "employees", and also, if you prefer, "ambassadors" or "ambassadors" “company”. Leaving the term aside, the truth is that in this blog I have been dealing with the power of internal brand ambassadors, those "of the house" for some time::

Either everyone wins or no one wins

This is a general principle that applies to any action that is taken to stimulate the emfluencers: either everyone wins or no one wins. This type of programs are known as "Employee Advocacy", and also as "Employee Branding"Employee Advocacy programs”, and also as"Employee Branding”.

It's not about hiring one of many apps for employees to share corporate information. That would only generate advantages for the organization, but not for its professionals. And that has its start, but no follow-up. There has to be a balance of benefits and an organizational culture change mentality for this to work well.

Applications are an instrument at the service of a strategy, but without strategy it's an ephemeral essay. In the article La fuerza de los embajadores de marca internos I explain how to develop an Employee Advocacy programs. From the selection of participants, the necessary pre-work, the advantages for each other, facilitators and major return on investment figures.

Emfluencers, the most credible influencers

Finally, I invite you to think: who do you think offers the greatest confidence- - and therefore credibility - when explaining the characteristics of a given product or service?

  1. Large external influencers
  2. Micro-influencers
  3. Satisfied user (Brand advocates)
  4. Technical experts who have created, tested and launched those products and services

Let me get ahead of your thinking. You're probably thinking about 3 and 4.

The brand advocate is one of the objects of the desire of organizations. Their only relationship with the brand is through the experience of use, and that's why they have so much value. They are not always easy to identify, that is why feedback is indispensable to identify them, and also the monitoring of social networks.

The technical expert, the N4, It is the perfect candidate to act as employee advocate, internal brand ambassador or emfluence. In companies, the most abundant person is the technical expert, that includes product or service developers, product and brand managers, communication specialists and, above all, the commercial network. They all know the products and services they deal with every day as if they were their own.

In any case, the technical expert is the professional over whom the organization has the most knowledge, proximity, and in a way, control. In my opinion, the Emfluencers Emfluencers are the new influencers, a role of greater value creation, trust, credibility, in, short lead generator.

If you want more information about Employee Advocacy programs, I invite you to download the free ebook "Employee Advocacy: The power of the brand ambassadors of the house " (in Spanish).

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I subscribe to this blog and after confirming the subscription via email I will immediately receive the free download of the ebook "Employee Advocacy: The Power of in-House Brand Ambassadors" (in Spanish).”.

 

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Stock Photos from VectorMine & Spirit Boom Cat / Shutterstock

What to do when disloyalty becomes the norm

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To make things clear, I'm not going to talk about marital disloyalty. The issue to deal with today, very worrying from the perspective of branding, is disloyalty towards brands.

A few days ago I read a preview of the new Nielsen’s Global Consumer Loyalty at Pressroom they Nielsen Europe. I'm translating the most significant data I've found, and I'll relate that data to those of Edelman Trust 2019. The aim is to better understand that disloyalty is a problem for many companies and an opportunity for others, and also to glimpse whether personal recommendations from employee to consumer could change this trend.

If you do not have much time, I'll explain it to you in a minute in this video:

Growing disloyalty: a 92% of consumers are disloyal to their brands

Marks Nielsen Infografia Disloyalty

Download graphics from the complete Nielsen Inc in this link

In other words, only 8% people are considered loyal to their brands favorite, according to the study referenced Nielsen. The fact is global, in Europe and America the figures are less dramatic, but…

Don't you think that's crazy? As an ex-advertiser I can't stop thinking about how badly advertisers and agencies are going to be going through right now. Achieving brand loyalty was ALL in advertising in advertising, the ultimate goal.

We like to try new things: a principle of disloyalty?

The report notes that a 42% of consumers around the world say they love trying new things and almost half (49%) of consumers - although they prefer to stick to what they know - - can be moved to experiment..

The question here is whether this is a problem of disloyalty. I rather see an oversupply. And an ease of acquiring goods and services not seen to date. Joe Ellis, Senior Vicepresidente at Nielsen Consumer Insights, calls it "the Amazon effect”. Now we can shop online and receive an order in 2 hours at home. Trying new things is easier than ever.

And perhaps the most well-founded fear: This is indifference means that very few brands (Coca Cola, Nike, Apple) are able to keep more consumers. Keep an eye on the facts: only 28% consumers are influenced by the fact that a brand is known, recognized and trusted.

Are disloyalty and distrust related?

I wonder. Trying to relate two studies to such different bases and methodologies as Nielsen and Edelman Trust 2019 can be perverse on my part. But there's no doubt that we're more loyal to the brands we trust.

Perhaps one of the problems is that outbound advertising, that of interruption, that witch hate, us away from brands, not about us as two decades ago. Advertisers and agencies are seeking new formulas inbound, with compelling content not to interrupt but we reach virally, Recommended by our peers.

The companies find it difficult to quit repetitive advertising and put their people in charge of providing trusted brands

The study Edelman Trust 2019, I tried a few months ago with the article "Confidence slight recovery"It shows more optimism than Nielsen. being confidence in tatters in countries like Spain, for example, we see that positive technical experts and employees of companies are trusted drivers natural.

The companies find it difficult to quit repetitive advertising and put their people in charge of providing trusted brands. I tried the theme "Hello Business: Do you notice that your People are your Brand?"The article was very successful in areas RR.HH, but rather lacking in responsible marketing and communication. Damn fear…

brave professionals seeking

I understand you, marcom. You have hired a good agency. Have a reasonable budget ... Why take chances with experiments with ROI farthest, not only depend on your department? Let's face, that's getting into trouble. That's why I suggest that you take the reins of this and Plantées a pilot what can go wrong?

Precisely programs Employee Advocacy programs are for this, so you put your value influencers house, to bet on the quarry before hiring famosillos that any day you leave to go to a competitor brand.

If disloyalty becomes the norm, bet the only ones capable of restoring confidence to place, and they work a few meters from your table: Your co-workers.

Cover Stock Photos from TukkataMoji / Shutterstock

Hello Business, Do you notice that your People are your Brand?

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Well, that's the way it is: your people are your brand. An advertiser says so. The data do not lie: Only 33% of consumers trust brands. Instead, a 90% of the same consumers trust on peer' recommendations (source: Nielsen).

If you have just a minute, In this video I make a summary (in Spanish):

The Mad Men era is over

Many ask me if the agencies were like this, as in Don Draper's fiction in Mad Men. Advertising agencies were very important at that time and until the end of the 80. The reason is that they were providers not only of creativity, but also of research, marketing (many companies didn't have that department then), strategic planning, media buying ... As you see, nothing to do with what they are now, basically creative and strategic "boutiques".

And now advertising is something our millennials skillfully avoid. They use AD blockers, don't watch conventional TV, few listen to the radio and basically consume the Internet without barriers. More info in the study SmartMe Analytics of IAB Spain.

That's right, the Mad Men era is over. Now agencies are looking for alternative formulas to traditional advertising, to that which interrupts what we want to see, read or hear.

People trust people. If it seems logical to you, why don't you apply it?

The Edelman Trust study our top trusted sources are people like us, business technical experts and academic experts. .

So, why do many companies insist on "drilling" us with old-fashioned advertising, with unlikely testimonials (I guess you don't think Rafa Nadal really drives a Kia), with unbearable messages inserted in YouTube videos, with long boring newsletters with corporate blogs that aren't signed and don't admit comments, with the same false corporate values devised by a great consultant, ...?

Is it so difficult to humanize our relationship with the market? The market, according to the Cluetrain Manifesto, is made up of human beings, not demographic sectors. And businesses are made up of people, not demographic sectors. It is crystal clear… The Pope is Catholic: Your people are your brand.

company and brand ambassadors

Photo: Burst in Stocksnap

Empowering your people is vital, that should be the strength of a brand, of a company

There are many companies that are dedicated to creating applications for employees to share corporate content on their people networks. This is good business. But that's not about asking your people to share content. A good internal brand ambassadors program (employee advocacy programs) requires empowering (You do not know how I hate that word) the in-house professionals.

If a company asks me to share content created by someone without a name, why should I? What's in it for me?

Many entrepreneurs are afraid. "If I empower my people, they will take away my best professionals," they say. Of course. And if you don't empower them, they will stay with you forever. There's no choice, it's not just about getting employees to amplify the brand message. It's about giving them tools to understand the purpose and values, to make them their own, to manage their personal brand, to collaborate on the content each brand creates,… Do not forget: Your people are your brand.

Your people are your brand. It's your turn to move

In this game, In this game, if everyone doesn't win, no one wins. You can't ask without giving.

If you want to know more about how to successfully run a program of internal brand ambassadors, , invite you to subscribe to this blog and as a gift you get an ebook that explains it from top to bottom. Have a happy week..

ebook brand ambassadors

I subscribe to this blog and after confirming the subscription via email I will immediately receive the free download of the ebook "Employee Advocacy: The Power of in-House Brand Ambassadors" (in Spanish).”.

 

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Cover Stock Photo from chattanongzen / Shutterstock

 

Los embajadores de marca de la casa: the secret of trust

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Guillem: Let me ask you a question, Nancy: Who you trust more, In a influencer you recommend a product or service, a convinced user, or the expert who created it thinking of you (Employee Advocate)?

Nancy: good question, Guillem. For me the ideal is the combination of "Brand lover "o"Brand advocate" with the most knowledgeable and expert of that product or service, what we know as the internal brand ambassador or "employee advocate”.

Guillem: For easier understanding about the different profiles, let's define better the motivations, behaviors and communication skills of each group of brand speakers.

If you do not have much time, We invite you to view a summary of this post on a one-minute video.

The three types of brand ambassadors

External brand ambassador 1: the influencer profile

You can represent a brand, always in exchange for financial remuneration. his communication range It is important, as they are often people with strong level of influence and with very large communities. They are attractive to brand. maybe his weakness is his lack of service or product. David Ogilvy said "the consumer is not stupid, is my wife", and consumers are increasingly better informed and to be convinced by someone solely because of their fame.

External brand ambassador 2: yes, brand lover or brand advocate

Unlike the previous, their motivation is the positive experience with the brand, product or service. They are convinced that is the best brand, recommend it naturally your friends, family, colleagues… They are gold for brands, sometimes they are not easy to identify because they use more word-of-mouth, and They do not always use social networks to project its recommendations. Their communities are small (compared with the influencer), but its credibility is high, and make more than influencers.

The employee advocate: In-company brand ambassador

It is the domestic brand ambassador. The internal brand ambassador is a professional profound knowledge Product or service. Is the technical expert, a profile that includes R & D, marketing, sales, production ... and who knows more than anyone the benefits of using the product or service. They are influencers qualitative and experts, their communities are small, but its ability to multiply the scope and "engagement" of corporate communication is proportionally the highest. Are nurses and hospital doctors, are the engineers and mechanics of a car model, It is the designer and the guide of a tourist route, He is the architect and real estate specialist retailer. About his technical knowledge, others for their knowledge of the motivations and needs of its customers.

Your first customers are indoors

So says Richard Branson: the first is the one who convinced tested and improved the product before releasing it to the market. Y that is the maximum transmitter public trust, above advertising, public relations, promotions. The person-to-person communication is unbeatable. And there is now the perfect ecosystem for an insider, a internal brand ambassador, contact a prospective client out, talk you, reassure, will ensure your decision.

El ebook “Employee Advocacy: The power of the brand ambassadors of the house "is here

Nancy: Guillem, What information gives us this free ebook we have worked together since Integra Personal Branding with you?

Guillem: after a Foreword and one introduction, We can get into the context which favors the implementation of programs Employee Advocacy, with clear statistics. Then they analyzed one by one advantage of these programs for professionals in the organization and the brand name of the organization. Follow the content program, in a workshop of between 12 and 16 Hours of duration. Analyzes key data on the ROI or return investment. And ends with the keys when, how, where and who you can implement programs.

Nancy: Plus is free, you need only subscribe this blog using this form. that subscription, Besides this free ebook, will provide in the coming months new content on specific cases, Training formats, Main applications monitoring and much more. If you're in America, Also you can subscribe to Blog Integra Personal Branding and you will receive the same free ebook.

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I subscribe to this blog and after confirming the subscription via email I will immediately receive the free download of the ebook "Employee Advocacy: The Power of in-House Brand Ambassadors" (in Spanish).”.

 

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Slight recovery in confidence # EdelmanTrust2019

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The last Edelman Trust Barometer presented a few days ago marked a slight upturn in confidence globally. Spain is a country that is outside of that recovery. The global report does not point the specific reasons receding in Spain 47% on 2018 to 40% confidence in 2019, lets everyone draw their conclusions

Trust at Work, The holder of this last edition

Interestingly one of the areas where recovery is most evident is work. Trust at work. NGOs also work out stops. On the other hand, trust in government and the media still does not get approved (although slightly improved).

Syndrome was "no big deal"

From the European look, it's incomprehensible that the US regain confidence 43% on 2018 yet 49% on 2019 (near the approved). It seems that Donald Trump explosive effect is attenuated. Perhaps there was both.

The only government approved its citizens (more of 60%) they still are China, Indonesia, India, and the United Arab Emirates, to which it is added in the edition 2019 Singapore.

By the tail, the governments of Japan and Russia remain the worst rated in trust for their peoples.

The more informed public remains confident

It keeps the "gap"valuation of trust between public informed and the general public. The distance between them is record: 16 points. The trust reported globally 65% and general 49%.

The issue is that since the existence Edelman Trust Barometer, the informed public has always been more confident that General. It makes sense that if distant signs of recovery of confidence point, informed more optimistic, since they will have data prior to others. But even contrary (non-recovery of confidence), optimism remains in this group. Strange, don't you think so? It seems that information is power, and also confidence.

Men trust more than women

This trend continues, but the distance increases in the case of companies, with long boring 8 points difference.

Edelman Trust 2019, by genre

Recovery rally as confidence, companies are the only group that approves, at least for men. They are not bad news, and hopefully the upward trend is maintained.

Fear of job loss is still present

That fear is translated into three fronts:

  1. A Not having enough training and skills to access a well paid job. They see a 59% employee, a 63% in case of multinational.
  2. To process automation and other innovations. A 55% and 60% respectively.
  3. To the international conflicts on the trade policies and tariffs that hurt the company. A 57 and 64% respectively.

The pessimist is an optimist well informed

This phrase, that I heard years ago, dovetails with another trend barometer, and it goes against the recovery of confidence, at least long term.

Countries belonging to the block "developed world" have worse vision than the rest, especially among the informed public. We refer to Japan, France, Germany, United Kingdom, Netherland, Australia, Canada, Italy, Hong Kong, Russia, South Korea, Spain, Ireland and USA.

Citizens of these countries are convinced that they and their families will live worse in five years.

Significantly increasing interest in being informed

In the era of fake news, we are willing to increase our interest in knowing the truth. That translates into growth 22% publicly committed by news. On the other side, group "apathetics" falls from a 49% yet 28%. Are we becoming more concerned about what happens?

This figure is accused more in women than in men, It is indicating that greater interest in information translates into greater distrust of women.

Globally, the world relies almost equally on the information displayed in search engines like Google means that traditional. In Europe and USA, traditional media lead trust. As for social networks, They remain the least reliable source of information, and here they have a lot to see fake news.

We want c-suites to lead change

A 76% of citizens believe that CEOs should take the lead in change rather than wait for the government imposed.

In addition, the company we work offers a more trusting relationship than the other stakeholder as NGOs, other companies, government and media.

Employees expect real social change, and they are a increasingly trusted source

A sign of good health is the restoring trust between employees and their employers. But perhaps the most significant fact of the Edelman Trust 2019 is the improving trust given technical profiles and employees.

Edelman Trust 2019 2019 Confidence in the working environment

I will develop the content of this graph in the coming weeks. Of course, it opens great opportunities for Employee Advocacy programs, those programs to boost internal brand ambassadors.

It's remarkable that CEOs are beginning to approach the approved, good news indeed , employees significantly increase confidence (6 points) and technical expertise remains the epitome of trust in the corporate voice.

Outside the scope of the company, people like us lead the rise in trust with +7 points, and this is indicating the growing importance of micro-influencers rise and shared user experience (UX).

A 78% of respondents agree that the way a company treats its employees is one of the best indicators of confidence.

A 67% agree with this statement: good communication brand or product can impulse the trial, but if I do not trust the company that provides it one will stop to acquire it.

Download the PDF with the Global report Edelman Trust Barometer 2019.

Have a nice week!

Events

TEDxEixample entry

You can already purchase tickets for TEDxEixample 2019, “the big one”. Let me remind you it will take place at’Antiga Fàbrica Damm Barcelona on Friday 22 of March, of 16 a 22h. The cast of speakers is the very best that has been seen in a TEDx:

  • Anna Gener, President and CEO of Savills Aguirre Newman
  • Toni Segarra, a man who writes ads
  • Víctor Amela, journalist and novelist
  • Jordi Hereu, ex-mayor of Barcelona and consulting partner in planning and management of urban projects
  • Victor Parrado, former commercial lawyer who now shares joy on stage
  • Mar Santamaria, Architect and urban planner
  • Daria Shornikova, project manager at Imagine CC
  • Paula Fernández-Ochoa, legal marketing expert & personal brand and high-performance environments.
  • Sergio Ayala, entrepreneur and lecturer degree in Law and in Education

speakers TEDxEixample 2019

Don't you think it's a great casting? Well, go ahead and hit the red button. It is a unique opportunity!

tedxeoxample button buy tickets 2019

Por qué la combinación de Employee Advocacy y Social Selling es imbatible para la empresa

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In this blog I have writen often about employee advocacy programs, the momentum of internal brand ambassadors. A few days ago I came across a great article on Scribble, a software platform, fusing two disciplines as Employee Advocacy and Social Selling, and, more than just reference it, I decided to translate it to keep nuances. The original title is Why Using Employee Advocacy & Social Selling Will Help You Attract Buyers. I hope you find it useful.

Employee Advocacy and Social Selling to attract customers

Existing customers have higher expectations than ever. Gone are the days when buyers responded to calls to cold calls and emails mass. Gone are the days when it was easy to click the banners advertising. Gone are the days when just having a presence on social networks it was was enough. Only the most intelligent and personalized messages reach and influence current customers.

It goes without saying that potential customers do not accept a single general message. They want a message tailored specifically for them, and they want to hear it from someone they can trust. And, How you can create custom messages to scale? How can you build trust with both potential customers and with current? How to get them involved with their content? That is where employee advocacy programs You can make a big difference.

Employee Advocacy and Social Selling What differ?

More and more companies are training their employees to act as internal brand ambassadors social media: to share marketing messages, increase engagement and drive sales. This form of marketing has christened the Employee Advocacy Marketing.

The employee advocacy programs allow people to come to their own social networks and expand the scope of business communication. It is a cost-effective approach to increase brand awareness, boosting prospects, improve website traffic and develop revenue opportunities.

On the other hand, yes, Social Selling refers to the use of social networks and blogs (social media) by sellers to interact with potential customers. They can interact with them along the buying process, allowing relationships are promoted and questions answered. This helps speed up the buying cycle by encouraging customers to become the supplier of choice.

The employee advocacy programs is broader and includes all employees involved (marketing, Customer Support, human Resources, TI, etc.), meanwhile Social Selling is allowing sales team sold through social sale. In both cases, the Employees are considered the most important asset of the company and can measure the impact of their activity on revenue.

Thanks to information and technology, buyers are much more informed than they were and have become more autonomous. They expect more companies than ever. To live up to this challenge, companies must take social selling through employee advocacy programs to identify, understand, attract and build relationships with buyers.

Benefits of Employee Advocacy and Social Selling

Instead Employee Advocacy and Social Selling, representatives may:


1. Attract new buyers:

Build a list of quality customers can be complex. But when done correctly, yes, social selling It can help to attract new potential buyers. By constantly share content and add value, sales representatives are positioned as resources sector information, and build confidence by showing potential customers understand your business.

2. Better understand customers:

To learn in depth about their customers and sectors, sellers are better equipped to position their products and services on each client and, at the same time, increase your chances of success. The media are a goldmine of information, and a strong platform Employee Advocacy and Social Selling that will make it easy for commercial listen to online buyers.

3. Follow customers throughout the buying cycle:

It is not just about selling. It is to guide buyers since the start of their journey until they become customers and beyond. This is to allow sellers to maintain relationships and add value, buyers no matter where they are in the buying process.

4. Reach buyers on their own channels:

Your customers rely on multiple types of communication channels, like email, social networking and mobile messaging applications. A solid platform of Employee Advocacy and Social Selling allows its teams to hold talks with buyers in key channels and all devices.

5. Measure sales performance in the social field

A platform of Employee Advocacy and Social Selling It allows you to easily determine the effectiveness of your team's efforts in the social field. In this way, you can improve your sales process, saving time and increasing their business effectiveness of their conversations with buyers.

The goal should be to build relationships using social networks to sell more. As usual, vendors and sellers supply and discuss social content, generating opportunities and prospects, It generates income and increases the value of customer life.

Does it Really Work?

So, the Employee Advocacy and Social Selling really they help you win more than traditional methods? The answer is clear: Yes. Vendors who use social networks outperform their peers. The 78% social marketers sell more than their peers who do not use social media.

Why is that? Buyers use social networks like LinkedIn and Twitter to find solutions. Bambu has found that 84% executives use social media to support purchasing decisions. Social marketers can become leading experts and gain influence over purchasing decisions by publishing relevant content and engagement with buyers in social networks.

So, Is the Employee Advocacy and Social Selling are for you?

If you are considering this approach to help you create a genuine commitment to society and to boost sales, take a look at this table and determine where lands:

Employee advocacy

Fists photo by Nito on Shutterstock.com

Events

TEDxEixample 2019, tickets are already on sale. Click this link Enterticket to buy them. I remind you that the event is on Friday 22 March 16 to 22h on Antiga Fàbrica Damm from Barcelona. Here are the speakers:

Anna Gener

President and CEO of Savills Aguirre Newman Foundation and patron of the Museu Picasso

Daria Shornikova

Project manager at Imagine

Jordi Hereu

Mayor of Barcelona during the period 2006-2011 and consulting partner in planning and management of urban projects

Mar Santamaría

Architect and urban planner

Paula Fernández-Ochoa

Legal expert in marketing & personal brand and high-performance environments.

Toni Segarra

A man who makes ads

Víctor Amela

Journalist and writer

#Branding BrandingWeekRD days in the Dominican Republic

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Save the date #BrandingWeekRD

It is possible that small Caribbean paradise called Dominican Republic remains you away. Because, This is the journey there worthwhile. And organizing events, friends and partners Anabel Ferreiras e Issac G. Merino, “guilty” from MADI congress and founders of QUIFER Consultants, They are unique in their kind. What is that of #BrandingWeekRD?

His latest idea, to support 100%, is organizing a week of branding, the dubbed #BrandingWeekRD, where RD is the acronym for the country of the Dominican Republic.

The dates: from 4 to 8 February 2019

Topics covered in the #BrandingWeekRD

The #BrandingWeekRD It is the event that brings together in one forum to a team of experts from the area Personal Branding, with the protagonists to lead change in their organizations, business and personal projects. The main activities, unless last minute changes, will be:

  • Political Personal Branding -workshop-
  • Employee Advocacy programs: The momentum of brand ambassadors internos -workshop-
  • Keys to healthy companies -workshop-
  • Management personal brand in the digital environment -workshop-
  • Personal branding for managers and entrepreneurs -charla-
  • Personal branding for the legal sector -chat-
  • If you don´t add value, you don't matter -chat-
  • From employees to involved -chat-
  • digital processing for HR departments -chat-

#BrandingWeekRD Themes 2019

Political Personal Branding and la #BrandingWeekRD

  • 8h workshop (a full day) In Santo Domingo, Hotel Embassy Suites by Hilton.
  • Aimed at candidates from all areas of policy and management organization responsible for the candidate's campaign. Maximum 25 participants.
  • The main objective of the workshop Political Personal Branding is promote the development of the personal brand of the candidates politicians.
  • Date: to define, but quite possibly the week 28 of September.
  • It is shown infografía summarizing the contents of the workshop:

Personal Political Branding QUIFER / Guillem Recolons

Employee Advocacy programs: the momentum of internal brand ambassadors in #BrandingWeekRD

  • 12h Workshop (a day and a half) In Santo Domingo, Hotel Embassy Suites by Hilton.
  • Aimed at executives from all areas of the organization and responsible for managing cultural change. Maximum 25 participants.
  • The objective of the workshop Employee Advocacy programs is convert middle managers responsible for brand ambassadors.
  • Date: to define, but very possibly the first days of October.
  • Also in this case it is shown infographic:

Employee Advocacy Quifer & Guillem Recolons

Keys to healthy companies, and la #BrandingWeekRD

  • 4h workshop (part time) In Santo Domingo, Hotel Embassy Suites by Hilton.
  • Aimed at executives from all areas of the organization and responsible for managing cultural change. Maximum 25 participants.
  • The objective of the workshop Healthy companies is contextualize the importance of being in a hyper-competitive market and as the current .
  • Date: to define, but very possibly the first days of October.

Management personal brand in the digital environment, and la #BrandingWeekRD

  • 8h workshop (a day) In Santo Domingo, Hotel Embassy Suites by Hilton.
  • Aimed at Managers and intermediate, and especially HR professionals and communication area organizations. Maximum 25 participants.
  • The objective of the workshop Healthy companies is contextualize the importance of being in a hyper-competitive market and as the current .
  • Date: to define, but very possibly the first days of October.

Management personal brand for managers and entrepreneurs, (conference)

  • Talk 1h + 30′ interaction with the participants in Santo Domingo, Hotel Embassy Suites by Hilton.
  • Aimed at executives, entrepreneurs and intrapreneurs. Limited to the capacity of the hotel room.
  • The aim of the talk about Personal brand for managers and entrepreneurs is mentalizar on the need to put people ahead as leading exponents of confidence in markets.
  • Date: to define, but very possibly the first week of October.

#BrandingWeekRD ponentes 2019

Management personal brand in the legal sector, (conference)

  • Talk 1h + 30′ interaction with the participants in Santo Domingo, Hotel Embassy Suites by Hilton.
  • For lawyers, prosecutors, notaries, judges and all legal field. Limited to the capacity of the hotel room.
  • The aim of the talk about Personal brand in the legal sector is mentalizar on the growing importance of each professional above the office and the keys to effectively manage this factor.
  • Date: to define, but very possibly the first week of October.

If you don´t add value, you don't matter (conference)

  • Talk 1h + 30′ interaction with the participants in Santo Domingo, Hotel Embassy Suites by Hilton.
  • Aimed at all professionals “commodity” they need to develop a proposal for strong and distinctive value to be chosen in processes.
  • The aim of the talk If you don´t add value, you don't matter is find our differential area as professionals and the best way to communicate.
  • Date: to define, but very possibly the first week of October.

From employees to involved (conference)

  • Talk 1h + 30′ interaction with the participants in Santo Domingo, Hotel Embassy Suites by Hilton.
  • Aimed at managers of the organization, especially general direction, de RR.HH, Communication and Training.
  • The aim of the talk Employees to Implicados It is to achieve new way of understanding the cross-leadership and the role of external and internal communication through internal professionals as ambassadors for natural brand.
  • Date: to define, but very possibly the first week of October.

digital transformation for RR.HH departments (conference)

  • Talk 1h + 30′ interaction with the participants in Santo Domingo, Hotel Embassy Suites by Hilton.
  • Aimed at executives and middle managers or department of Human Resources People.
  • The aim of the talk about digital processing for HR departments is to lay the foundations of an exponential change through better data stream will allow the organization to grow, professional loyalty and attract the best external talent, among many other advantages.
  • Date: to define, but very possibly the first week of October.

Dynamic events

During the #BrandingWeekRD, the methodology used in the workshops is to make attendees are the protagonists encouraging their participation through dynamic, role play exercises and gamification to facilitate the work and create the best environment. Conferences, meanwhile, will allow interaction with the speaker through questions and answers at the end of each session.

trainers / Lectureship

From the Dominican Republic itself, from Mexico and Spain, This is #BrandingWeekRD He has decided to go big and have some of the best specialists in the world in the areas of personal branding, employee advocacy programs, human Resources, branding in the legal sector, personal branding político…

Here are some names, failing to confirm other additions:

Eva Collado Durán

Eva Collado Durán

Eva Collado Durán It is strategic consulting Human Capital. Lecturer, Trainer and writer. Specialist in people, digital transformation and personal brand. Author of the book Brand Is You (Ed. Rasche, 2014).

Paula Fernández-Ochoa

Paula Fernández-Ochoa

Paula Fernández-Ochoa It is partner +MoreThanLaw: Consultant and lecturer at Legal marketing and Personal brand. Founder of the platform #VivircorRiendo, that promotes sport and wellness.

Nancy Vazquez

Nancy Vazquez

from Puebla, Mexico, Nancy Vazquez He is a founding partner of Integra Personal Branding, the specialized agency personal brand management and entrepreneurship most important Spanish-speaking.

Guillem Recolons

William Recolons, management specialist personal brand or personal branding

Guillem Recolons. Soy personal brand strategy consultant, trainer and lecturer. Fundy Soymimarca, one of the references in Personal Branding. Co-author y author 7 books and 500 Related Posts.

Organization

As he said earlier, the organization #BrandingWeekRD is performed by two specialists in successful events in the Dominican Republic: Anabel Ferreiras and Isaac G. Merino.

Isaac G. Merino and Anabel Ferreiras, Madi souls of Congress and partners QUIFER Consultants

Isaac G. Merino and Anabel Ferreiras, Madi souls of Congress and partners QUIFER Consultants

For any management patronage and preregistration, or for more detailed information on the #BrandingWeekRD I beg you contact Anabel:

  • Anabel Ferreiras, Managing partner
  • QUIFER Consultants
  • Tel. +1 (829) 694 8080
  • Mail: anabel@quiferconsultores.com

 

Shareholding emotional perhaps innocently, Utopia or road?

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Some time ago recreated this concept “emotional shareholder” understood as symbolic co-owned to a brand or organization. At the end of the month, They pass through my hands many articles on employer branding (talent attraction) and on retaining talent. I explain briefly:

Talent retention

I think as a concept “retaining talent” literally reflects the image of a guy in a business Caged. I think it does not require much explanation. However, the concept “retaining talent” continues to occupy headlines and few have bothered to explain that actually, It is loyalty, to convince, and not to retain.

Attracting talent

In this case, yes, employer branding understood as attracting talent, not always use the right hooks to do. Talent you may attract many ways, go fishing but is not one of them. Basically because we are neither fish nor shoes, We are people. We also are talented. Although the third meaning of the SAR on talent refers to intelligent people, the first two define the ability to understand or ability to perform. So, are human qualities, so we could define talent as a quality, and not the person who possesses.

Which is the topic? its not about talent, It is people.

It may seem shallow leave all this in a matter of lexicography. But is not: In the first case, We do not talk about retaining talent, We speak to persuade people, to convince them, of ilusionarlas, fidelizarlas. In the second case we talk about attracting talent, We speak to persuade people, to convince them, of ilusionarlas to a project… Do you see the coincidence? Exact! As it turns out there is a common denominator between loyalty and attract people: always it tries to persuade, to convince, ilusionar, and, If you let me, thrill.

emotional shareholding: convince people satisfied satisfied people

In this chart I show the main reasons leading to a professional to stay -a taste- in the organization or brand you work:

professional conviction

@guillemrecolons

This leads me to think about the concept of emotional shareholder, the feeling of being part of the brand, although no titles are held on it. Emotional shareholder is best to attract new professionals. It first makes a possible candidate when bidding for work-not forget- you see how “home” inside. And we're just a click of a check as easy as that.

Emotional shareholder may seem naive, Utopia, but also a way to recover, within the context of a more human branding, human branding.

We recover the essence of that yogurt named Bio before and assuring “making inside looks abroad”.

Have a nice week!

Ants icon by Alemon cz on Shutterstock.com

La fuerza de los embajadores de marca internos (Employee Advocacy programs)

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Are you for the entire block ads look in a middle of a TV program? You expect to finish the announcement of the YouTube video you want to see? Do you keep the radio volume when ads interrupt your favorite show? Do you walk into the theater before time to view all ads? Do you open and read all the newsletters that reach your email?

If you answered mostly NO to these questions, We can confirm that the data moved us Nielsen: traditional advertising (even online) It is in the ICU.

What is happening with communication “lifelong”?

The effectiveness of conventional communication formats (advertising, RR.PP, patronage, Press releases…) It has fallen in the same proportion that has risen the effectiveness of recommendations that come to us through people like us.

What can brands do to such a complex panorama?

  1. Stop interrupting, to pursue. And start attracting with contents that have value
  2. Change B2C (consumer the company) and B2B (company to company) P2P (from person to person)

by simplificarlo, we could say that the content, the story, It is the message. and how we get is the platform, the middle, the vehicle. The one and the other complement. If the story is no way communication, exists, but does not reach us. Conversely, if we get a message trash, although it does often, You will go down in our memory bin.

Valuable content

Value content attracts us. It does so because 1. is thinking for us and 2. It has been prepared to provoke a reaction and emotion (laugh, cry, reflect, inspiration, commiserate,…).

That content may be visual (image, infographic, text, gif…), auditory (podcast, music, radio broadcast ...), audiovisual (video, TV, who) or sensory (augmented reality, 3D simulation ...). The format does not matter, can be direct (TV) or deferred (Netflix), analogical (a book) digital (an ebook).

The important thing is that we provoke a reaction content, we believe a need, us solve, warn us of a problem, we resolve, open us an opportunity. And that's not easy in an environment where the attention economy leads us to stay only two or three of the 3.000 impacts we receive daily. It is therefore essential that brands develop a proposal (only) value within a different story, relevant and transformative.

¿Marketing content or branded content?

There are similarities but also differences. The brand Michelin generates content marketing actions to sell your tires, with actractivas actions and at the same time information about their products and brand. And on the other hand, this brand pioneered branded content with the creation of the Michelin guide, a benchmark for world cuisine. What you will have to do a tire with a restaurant? More than we think, The guide was created for drivers "en route" to identify good places for lunch or dinner. The branded content, As it explains Antevenio on your blog, It has a more playful character.

P2P (Person to person), the strength of internal brand ambassadors

When you talk about brand ambassadors many think influencers (confusing term), celebrities or fans of the brand (brand advocates). And that's because the classic resource use famous people by brands outshines other marketing. That is what is known as external brand ambassadors or employee advocacy programs.

Looking easy examples, Rafa Nadal tennis great is a brand ambassador external, and so he was the great golfer Tiger Woods. I think I intuit the pros and cons of this.

The credibility and trust are within home

The programs of brand ambassadors internal (employee advocacy programs, in its anglicized version) persiguien similar objectives to external, but they get different results ... better? It depends on the variable to consider.

humanization

If it is to humanize the brand (P2P communication, from person to person), Both strategies can be effective. The brand ambassador external brand awareness can provide very fast, because the brand is supported by the large community of celebrity. Internal brand ambassador does not provide much notoriety, but experience and knowledge about the product or service whose flag the brand. Effective branding is human, connector, empathetic and ethical. If not, is not branding.

To better understand the context of humanization in times of automations, I invite you to watch this video Jeff Leonhard I dared to translate incorporating the voice of my personal colleague brander Helena Casas:

 

Do you clear your absolutely vital role in this future that is already upon us?

How dice Leonhard, How technology is changing, and humans are the WHY.

Credibility and trust

Here the balance tips in favor of domestic ambassador. The annual report Edelman Trust It takes confirming years who generate greater confidence (and thus credibility) They are the technical experts of organizations. It is reasonable to who knows more than one product or service that the person has developed?

Crisis Management

You do not talk to a brand, either with a company. Person communication takes place person (the bots is another matter, It is not a dialogue, It is a conversation scheduled).

If you're angry with an airline because it delays your arrival four hours, expect a deal P2P. If you answer the company (an abstraction) you know it's someone following a standard response manual. But if a crisis of a hospital, in addition to the brand you answer a nurse or nurse by name, your reaction will be less angry, and that "someone" has been unmasked.

Sincerely, I can not imagine a famous chef sticking up for a manufacturing error in a pressure cooker advertising on a cooking.

Professional loyalty

Consciously act as brand ambassadors internal (unconsciously, everyone who works for others it is) It is so beneficial for professional-or even- and the organization:

They place value on your personal brand, acquire new skills and digital communication, They act as informal leaders, as spokesmen ... deep, gain a sense of belonging to the brand, They are become something like "emotional shareholders”.

I do not like to talk about retaining talent, It is that professionals active part of the brand feel.

Attracting new professionals

Also know as employer branding. What can attract us as a project has little to do with football or who has a famous announce the virtues of the brands of the organization. What attracts us is the purpose (purpose), thinking that we can generate value to certain customers, and above all, knowing that those already working in or for that organization are satisfied and show no problems that pride of ownership.

The employer branding will not attract external talent if the inmate is unable (well paid, integrated, with project, aligned with the corporate vision ...). Let us not forget that today we are one click away from anyone, and it's easy to find someone and ask about the organization you work for.

The results

This is the best news program brand ambassadors internal. It is measurable, without undue complications.

Multiplying the communication range and engagement (interaction achieved with users mark) are just two factors. But there's more, as the greater ease in converting contacts (lead generator) obtained through professional organization.

In the article The rise of social employee in the company I published a lot of data on the effectiveness of such programs. Today there are also various platforms, that through a control panel and a mobile app allow the organization to measure real-time ROI. yes, prior training is necessary for all those involved (so always voluntary) in the program. And for this I recommend having facilitators:

  • Projecting a career beyond doubt, both in the private and public (Google…)
  • Staff have training experience in corporate branding and digital skills
  • Ideally, they have held management positions in companies

Summarizing results, yes, engagement professional equivalent to engagement the brand (Employee engagement = Brand engagement).

infographics

You can see the infographic summarizing what was discussed so far. Clicking on this link Slideshare > Employee Advocacy programs: The strength of the brand ambassadors internal You can download you the hassle. I hope the information has been helpful.

 

People illustration from shutterstock.com