2:11 — Joe Schaeffer: It is an honor to present after joining SocialMedia.org after last year's New York BlogWell… the big ugly red clock is real and terrifying.
2:13 — Joe: With 14 days to engage employees, we reached 300,000 accounts, 700,000+ impressions, 200+ posts, and 100+ contributors.
2:14 — Joe: Yesterday Paychex opened in NASDAQ, so we wanted to find a way to bring employees in to talk about this exciting accomplishment. “What makes you #PaychexProud?”
2:15 — Joe: We built in curation; obviously it was very scary to wonder what was going to be submitted. It was very hard to pick the ones that would be featured in Times Square.
2:17 — Joe: We used offline communication to roll out this initiative. I wondered where I could get in front of the most people to talk about this, and offline was key to spread the word. We used table tents to spread #PaychexProud awareness and drive engagement.
2:19 — Joe shares a tip: Find the guy behind the guy (behind the guy). Find the place where you can get in front of people to spread the word. They will do the rest. Common places, conference calls, and classrooms are all great places to start.
2:20 — Joe: Let them see what is coming in: share the content, spur interest in seeing that these posts are being published, and fuel the competition.
2:21 — Joe talks about online communication channels: intranet microsite (chatter), portal and intranet banners (email), and company-wide newsletters (social responses).
2:22 — Joe says to find those internal influencers and bug them: use email, chatter, yammer, community management, and paid promotions. Ask for comments; thank them for the posts, and keep asking for more.
2:24 — Joe talks about production of the campaign: build it and get it approved/created early on. Make a project brief.
2:25 — Joe shares another great tip: A one-page PDF walks on water: it's simple (contains objectives and requirements); has goals and KPIs (explains why do this?); and it's useful (gets the message across and gets quick approval).
2:26 — Joe confesses: I lied… it's not really 14 days, it's more like 1,624 days. “Paychex Proud” came from a meeting a few years back, and I took the opportunity and ran with it. I took what's been going on for the last 40 years and made it social.
2:28 — Joe shares a tweet from “15,330 days ago”: “I'm ‘Paychex Proud' because I've had the privilege to answer the phone from all three CEOs!!!”
2:30 — Joe shares one of their social program goals: Foster positive sentiment and increase activity (internally).
Q & A:
Q: We're in the process of launching a sweepstakes, and we have a huge group of employees to help launch this for us. How did you approach legal and internal departments to get this to launch?
A: Joe: Sweepstakes add a whole new level of complexity, so I appreciate your question. It came about with a lot conversation and cultural revision. It was very easily word of mouth [the ghost stories]; the one-page brief that quelled a lot of the fear, and bringing them in and making them a part of it.
Q: Why 14 days, what was the secret sauce?
A: Joe: It was a bit of a moving target and we needed to tie it down with the opening at NASDAQ. Timing was based on external events.
Q: Did employees have access at their desk or did they have to do it home or on mobile?
A: Joe: Early on there was objection to them having access; I just never talked about it. I didn't give them a carrot to be earned; I simply let them know about it but not when, where, and how.
Q: How else will you leverage the great content you've collected?
A: I want to make the best of what was collected; I will put it back out and reuse when appropriate.
Q: How do you educate an employee on the uses of these platforms?
A: Joe: My answer on how it should be: There should be a BAU component on everything applicable and having the opportunity to train at all times. You can explain Twitter by showing worst case scenarios; but the benefit of these programs is to help get employees involved and educated. Ongoing social baked into everything as possible.
Q: Why didn't you focus on external?
A: Joe: I am the social program at Paychex; the benefit of using internal was to not worry about complaining or route client concerns. I didn't want to poison the well with anything that was off topic. If there was more social support, I would have definitely worked with external.