Brands have it tough these days. Many are trying to make the “social leap,” but are still stuck in the traditional marketing thought process of “controlling the message.” It can be a bit hard to switch gears, especially when agencies still feed us the same old lines; however, agencies don’t get it either.

The days of handing your marketing over to a bunch of agency wonks without getting involved and staying involved are quickly coming to an end—at least if you want real results. Companies must be hands-on now, and be willing to jump into the conversation and participate, because that’s what their customers demand. Social is where your audience lives. It’s how they want to communicate with each other and where they share the brand experience—your brand experience.

In this latest ‘Masters of CX’ report, Ted Rubin outlines the the fastest way to devolve from the old “agency” way of thinking to social communication – empower those who work for you to create conversation and represent your brand.

What you’ll learn from this report

What’s the fastest way to evolve from the old “agency” way of thinking to social communication? Empower those who work for you to create conversation and represent your brand—especially those who have a customer service or customer-facing role. If they build it, service it or sell it, they’re in a perfect position to communicate with your audience in a way that humanizes your brand.

If you build up your employees, support them and add value to their lives, the relationships you build with them will pay dividends well beyond the value of their salaries.

Unleash the power of giver’s gain personally and socially, and great things will happen to your customer experience and your business as a whole.

Features of the report

In this latest Masters of CX report, Ted Rubin outlines and explains the fastest way to empower those who work for you to create conversation and represent your brand:

  • The key to effective guidance is creating the right balance between freedom and order
  • Employees can be the best brand advocates, giving a better Return on Relationship than advertising
  • Treating employees like a commodity and/or a cost center eventually backfires because it leads to constant turnover, which is counterproductive in the long term
  • Creating a social policy that embraces your employees’ personal brand and give them guidelines on what’s appropriate to share about your company can encourage brand advocacy

About the author

Ted Rubin

Ted is a leading Social Marketing Strategist and Keynote Speaker, writing ‘Return on Relationship’ in 2013.

About the series

The Masters of CX is a series of briefings from industry heavyweights on the new keys to outstanding customer experience.

We’re delighted to be working with some of the most influential authors within digital marketing: Jay Baer, Brian Clark, Mitch Joel, Ted Rubin and Mark Schaefer.

Econsultancy will be releasing these unique reports over the coming months, along with dedicated webinar sessions where you can gain insight from the authors on the key issues raised.