As a global company, Bell Helicopter has traditionally relied on its front-line employees to speak on the company’s behalf in far-flung countries where it operates. However, the practice did not extend to high-profile mass audience outlets like social media.
In 2016, that changed. Bell engaged LDWW to help recruit and enlist employees in actively representing the corporation on social media to expand Bell’s Internet footprint. Together, they created a Social Media Ambassador program to mobilize Bell employees online around the world.
LDWW started by establishing a framework for operating the program, leveraging Bell employee input and industry best practices to ensure the program was realistic and easy to implement. The team then built out detailed guidelines for the program, including: a training curriculum for incoming Ambassadors; content and posting resources to help populate social feeds; and topic-specific reference sheets to help maintain the integrity and consistency of all Bell-related posts. Next, the team recruited Bell employees with large online followings to become the company’s first Social Media Ambassadors. Within days, the Ambassadors were trained and activated.
The program has big paid dividends in social media. Bell’s online followers increased by more than 10 percent during the initial months of the program and the company’s posts and shared content have earned more engagement from important Bell audiences. Bell’s Social Media Ambassador program has been wildly successful internally as well, even leading to referrals for additional Ambassadors.