getting started with an employee advocacy program
Post on 21-Oct-2014
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Social Media Today Webinar: Getting Started with an Employee Advocacy ProgramTRANSCRIPT
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Getting Started with an Employee Advocacy Program
#SMTlive
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Thanks to Our Sponsor
@EveryoneSocial
#SMTlive
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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
Heather Dopson is a well known speaker on Social Business Strategy and Employee Social Empowerment. She consults with brands to help them scale small social teams into powerful social business models by leveraging every department in the company. As the Social Operations Manager at Infusionsoft, Heather built the social business infrastructure by implementing Social Customer Service, Social Voice of Customer, Social Recruiting and Employee Social Advocacy programs. @heatherdopson
Rob Nolte is currently the VP of Business Development at EveryoneSocial. Prior to joining EveryoneSocial, Rob was the co-founder and head of business development at Extole. Not long before joining EveryoneSocial, Robert came to the conclusion that one day every company would involve their employees as a natural extension of their marketing arm. @rob_nolte
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
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@sfemerick
Susan Emerick Founder 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
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@sfemerick
Tips on ge*ng started
① Building the business case: Understand & Ar:culate Why You are Star:ng a Program
② Set Goals and Objec:ves
③ Find a Champion
④ Build a pilot with early adopters
@sfemerick
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@sfemerick @sfemerick
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@sfemerick
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@sfemerick
84% trust people they know
92%
70%
58%
50%
46 - 47%
40 - 42%
Survey Ques*on To what extent do you trust the following forms of adver:sing?
92%
70%
58%
50%
47%
40%
33%
30%
@sfemerick
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@sfemerick
Sales correlate with the total number of people who advocate for a brand -‐-‐ across industries.
• On average, 53% of changes in online and offline sales can be a<ributed to changes in the number of people advoca*ng for a brand online
• Not the number of online messages or posts about a brand
Monthly Change in Online Promoters v. Monthly Change in Sales
Monthly Change in Total Online Promoters
Mon
thly Change in Sales
Sources:
@sfemerick
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@sfemerick
Traffic from employee-‐owned social media converts at a significantly higher rate.
Source: Susan Emerick, “IBM Select Social Eminence Program, 3Q 2012 Measurement Framework Pilot”. September 2012.
Conversion Rate by Traffic Source IBM - 2012
Con
vers
ion
Rat
e
@sfemerick
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@sfemerick
Set Goals and Objec:ves
Align to business goals and priori*es, for example:
ü New markets
ü Market growth
ü Customer Acquisi*on
ü Reten*on and Loyalty
ü Financial Growth or Cost savings
Make sure program goals and content align with corporate branding ini*a*ve
@sfemerick
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@sfemerick
Find a Champion or beWer yet, be one!
Image source: meloveletters.com @sfemerick
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@sfemerick
Build a pilot with early adopters
Common characteristics of best suited candidates: ü Exper*se aligned to business priori*es, they can be Technical or Business
topical experts
ü Comfortable collabora*ng, commen*ng, publishing in social environments
ü Comfortable with and finds value in crea*ng rela*onships digitally
ü Commi<ed to sustaining ac*vity and evolving par*cipa*on to achieve personal and business objec*ves
ü Willing to leverage internal listening capabili*es to iden*fy exis*ng social graph and enhance online professional network @sfemerick
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Join Us In Person in Atlanta
#SMTlive
bit.ly/AdvocacySummit
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@sfemerick
• EveryoneSocial The Employee Advocacy PlaTorm
• Based in San Francisco Bay Area
• HQ – Salt Lake City, UT Rob Nolte @rob_nolte VP Business Development
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@sfemerick
Why Leverage an Employee Advocacy Pla\orm
ü Provides Massive Scale
ü Reduces Manual Efforts and Provides Gained Efficiencies
ü Employees Benefits
ü Reporting, Accountability, Rewards and Recognition Capabilities
@rob_nolte
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@sfemerick
Companies Inves:ng in Employee Advocacy & Pla\orms
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@sfemerick
Look Familiar?
@rob_nolte
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@sfemerick
Review and Choose Content to Share Share to Multiple Networks
Posting
@rob_nolte
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@sfemerick
Company Benefits With Pla\orm ü Organized curated content for employee sharing, all in one spot
ü Ability to automate content cura*on, allow employees to curate too
ü A Social Seller’s dream
ü HR recrui*ng
ü SEO value
ü Visibility into: • who shares • what content they share • clicks, engagement & EMV more
@rob_nolte
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@sfemerick
Employee Benefits
ü Appropriate content can be sourced for them
ü One place for content and sharing
ü Share via mul*ple channels in one place
ü Build their own brand and establish thought leadership
Conversation with Dell Employee Ambassador:
Dave R: “Hey, I’m from Dell and use your product”
EveryoneSocial: “Really? That’s great. How do you like it?”
Dave R: “I love it!”
EveryoneSocial: “That’s great, what do you like about it the most?
Dell Employee: “That’s easy… it makes me look smart.”
@rob_nolte
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@sfemerick
How Infusionso_ Built a Successful Employee Advocacy Program
Heather Dopson @heatherdopson
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@sfemerick @heatherdopson
ü Iden*fied our supporters ü Educated our opponents ü Defined our challenges ü Set the vision
Making the Case and Ge*ng Execu:ve Buy In
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@sfemerick @heatherdopson
ü Created guardrails
ü Iden*fied our digital na*ves
ü Looked for rising stars
ü Shared the vision
Employee Par:cipa:on
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@sfemerick @heatherdopson
ü Understood employees’ goals
ü S*mulated compe**on
ü Shared leaderboards
ü Intrinsic Rewards
Keeping Employees Engaged
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@sfemerick
ü Direct involvement
ü Growth of personal brand
ü Ease & efficiency
ü Expansion of reach and following
Program Benefits for Employees
80000
100000
120000
140000
160000
180000
200000
jan feb mar apr may jun jul @heatherdopson
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@sfemerick @heatherdopson
ü More employees reading and sharing company content ü Increased social ac*vity overall by employees ü Increased engagement with the brand ü Increased traffic to brand websites
ü Direct posi*ve impact on revenue
Program Benefits for Infusionso_
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Submit your questions in the GotoWebinar Presentation window
Follow along and
share your thoughts
on Twitter at
#SMTlive
Join the Conversation…
#SMTlive
![Page 30: Getting Started with an Employee Advocacy Program](https://reader030.vdocuments.net/reader030/viewer/2022020306/5445b8bbb1af9fdf068b4658/html5/thumbnails/30.jpg)
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
Heather Dopson is a well known speaker on Social Business Strategy and Employee Social Empowerment. She consults with brands to help them scale small social teams into powerful social business models by leveraging every department in the company. As the Social Operations Manager at Infusionsoft, Heather built the social business infrastructure by implementing Social Customer Service, Social Voice of Customer, Social Recruiting and Employee Social Advocacy programs. @heatherdopson
Rob Nolte is currently the VP of Business Development at EveryoneSocial. Prior to joining EveryoneSocial, Rob was the co-founder and head of business development at Extole. Not long before joining EveryoneSocial, Robert came to the conclusion that one day every company would involve their employees as a natural extension of their marketing arm. @rob_nolte
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
![Page 31: Getting Started with an Employee Advocacy Program](https://reader030.vdocuments.net/reader030/viewer/2022020306/5445b8bbb1af9fdf068b4658/html5/thumbnails/31.jpg)
Thanks to Our Sponsor
@EveryoneSocial
#SMTlive
![Page 32: Getting Started with an Employee Advocacy Program](https://reader030.vdocuments.net/reader030/viewer/2022020306/5445b8bbb1af9fdf068b4658/html5/thumbnails/32.jpg)
Join Us In Person in Atlanta
#SMTlive
bit.ly/AdvocacySummit