Engaging Employee Advocates: How Electronic Arts is Activating Employees to Amplify the Brand’s Message

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Our Speakers

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Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Nicole Alvino, Co-Founder and SVP of Strategy at SocialChorus. Nicole is Head of Strategy and is responsible for designing solutions to meet our customers’ specific marketing and business objectives. Formally, she was CEO and Founder of Dermalounge, a consumer skin health brand and early adopter of advocate marketing. @nalvino

Jenn Meiners Roumian is a seasoned talent acquisition professional whose experience spans across many of today’s hottest digital and entertainment companies. With nearly fifteen years encompassing both recruiting and employer branding, she knows what it takes to succeed in today’s competitive job market. Jenn began her career in the entertainment industry at The Walt Disney Company then carried her recruitment expertise over to the gaming industry beginning at Activision Publishing before joining EA in 2011. While Jenn has an extensive background in full life-cycle recruitment -- employer branding and social media are really what drives her passion these days. In 2012, she moved into a Global Employer Brand Manager role with a multitude of touch points across many of EA’s global talent acquisition initiatives. @jroumian

Susan Emerick is the Founder of Brands Rising, LLC providing strategic advisory services in social media analytics, influencer engagement & employee advocacy. Prior to pursuing an entrepreneurial path, she lead a number of IBM's transformational social business & digital strategy initiatives which reshaped the way the global brand engaged in the internet era. @sfemerick

Engaging Employee AdvocatesHow Electronic Arts is Activating Employees

to Amplify the Brand’s Message

Nicole AlvinoCo-Founder & SVP of Strategy

@nalvino

Brands engage thousands of insiders

– their best employees, customers, partners & influencers –

who create & share authentic brand content with their social networks.

Customers

Employees & Partners

Social Media Team

Turn social marketing inside out

Why employee advocates?

of consumers are more likely to buy a product when they hear about it from someone they trust

— Nielsen 2013

77%

of employees’ Twitter followers are new to the brand— Cisco results 2012

92%

An everyday employee is two times more trusted than a Chief Executive

— Edelman Trust Barometer 20132x

Employees have 10 times more followers than corporate accounts

— Cisco study 2013

10x

Employee advocacy impacts across the organizationComms/PR

Marketing

HR

Sales

Product Group

Corporate Reputation – Awareness - Internal Communications - Thought LeadershipREPUTATION

Awareness - Message Reach - Product Buzz - Demand - Leads - Cost Savings

Recruiting - Inside View of Company - Corporate Reputation - Cost Savings

Leads - Thought Leadership - Local Selling - Customer Stories - Relationship Building

Product Buzz - Trusted Expertise - Demand - Awareness - Leads

DEMAND

RECRUITING

CLOSE RATE

AWARENESS

3 critical steps to execute an Employee Advocacy program

Executive support

Training & on-boarding

Activation & results

1

2

3

@sfemerick

Susan EmerickFounder of Brands Rising

Provides strategic planning & services to create, implement and scale successful employee advocacy programs.

Drove and implemented IBM’s employee advocacy program globally

@sfemerick

Co-author of The Most Powerful Brand On Earth

@sfemerick

The nuts and bolts of building a business case

① Value Realization

②Securing investment – Selling to internal stakeholders

③Understanding Motivations

@sfemerick

@sfemerick

Value Realization

• Increased Revenue

• Decreased Cost

• Efficiency and Productivity Gains

Image source: freeimages.com/wmagni

@sfemerick

Securing investment – Selling to internal stakeholders

Image source: freeimages.com/acerin

@sfemerick

What motivates your stakeholders?

@sfemerick

Join us in Atlanta

bit.ly/AdvocacySummit

EA Insiders

Jenn Meiners RoumianGlobal Brand Manager, Talent Acquisition at EA

@jroumian

An EA Insider is…

A champion and evangelist of all things EA

A collaborator and partner with TA, Corporate Communications, Senior Leadership, Public Relations, & HR

A promoter and engager of EA events

A social media maven

An inspirer of and inspiration to TA employer branding initiatives

EA’s steps to activating employee advocates1. Align goals to your mission and

philosophy

2. Identify internal business partners & get leadership involved

3. Choose a pilot group

4. Determine success metrics

5. Create a plan for long term engagement

6. Scale and grow program

1. Align goals to your mission & philosophy

Influence the goals that matter: • Talent acquisition• Employee engagement• Thought leadership • Morale • Awareness • Social engagement

2. Identify internal business partners & get leadership involvedTalent Acquisition

Corporate Communications

Human Resources

Marketing/Public Relations

Executive leadership • Leadership will help drive program

awareness & adoption

3. Choose a pilot groupLaunch with a pilot group & optimize program• By region• By department

(Talent Acquisition, Corporate Communications)

• By level of social media knowledge

4. Define how to measure successEngagement

• # of shares and engagements• # of content created

Advocacy • Participation rate • Activation rate

Impact• # of audience engagements (clicks, retweets,

shares) • Increase in job applications

5. Create a plan for long term engagementProvide diverse mix of content

• Marketing

• Outreach & volunteering

• Talent Acquisition, careers, culture, employee profiles

• 3rd party content, press

Encourage employees to recommend new content

Create a thank you & recognition plan

6. Scale and grow program • Start with hand-raisers & known active

employees (30 Talent Acquisition, 70 Communication)

• Advocate ExperienceTM orientation & training webinar

1

• Apply learnings from Phase 1 to optimize experience, content, and training

• Finalize orientation training and embed video in platform

• Scale – Invite 500-1,000 more selected employees

• Roll out to all employees• Training video in platform• Leverage more recruitment channels: events,

Yammer, etc.

2

3

Initial results & projected growthInitial results:

Employee advocates

Total engagements

Program AMV to date

60

9.3K

$25.5K

Projected growth:

Employee advocates

Total engagements

Program AMV to date

500

12.5K$55K

Our Speakers

#SMTlive

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Nicole Alvino, Co-Founder and SVP of Strategy at SocialChorus. Nicole is Head of Strategy and is responsible for designing solutions to meet our customers’ specific marketing and business objectives. Formally, she was CEO and Founder of Dermalounge, a consumer skin health brand and early adopter of advocate marketing. @nalvino

Jenn Meiners Roumian is a seasoned talent acquisition professional whose experience spans across many of today’s hottest digital and entertainment companies. With nearly fifteen years encompassing both recruiting and employer branding, she knows what it takes to succeed in today’s competitive job market. Jenn began her career in the entertainment industry at The Walt Disney Company then carried her recruitment expertise over to the gaming industry beginning at Activision Publishing before joining EA in 2011. While Jenn has an extensive background in full life-cycle recruitment -- employer branding and social media are really what drives her passion these days. In 2012, she moved into a Global Employer Brand Manager role with a multitude of touch points across many of EA’s global talent acquisition initiatives. @jroumian

Susan Emerick is the Founder of Brands Rising, LLC providing strategic advisory services in social media analytics, influencer engagement & employee advocacy. Prior to pursuing an entrepreneurial path, she lead a number of IBM's transformational social business & digital strategy initiatives which reshaped the way the global brand engaged in the internet era. @sfemerick

Thanks to Our Sponsor

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@sfemerick

Join us in Atlanta

bit.ly/AdvocacySummit

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