1

Tiered programs exampleIntel

Business Tablets Smart Squad Tablet Crew Business Ultrabooks

sales team

Tier 1: brand

Tier 2: divisional programs

Reporting rolled up across programs Dashboards and analytics

2

Employee recruitment

Recruitment Channel Details Frequency

Email Outreach Initial invite/announcement from senior team member, ongoing dedicated program emails, newsletter inclusion

1-2x per month

Internal Networks Posts to Chatter/Yammer to announce/promote the program, content updates, call out top performers

2-3x per month

Offline Office memos, announcement in company meetings Ongoing

1. Run Advocate Audit to identify top potential employee advocate2. Recruit and promote to employees across existing channels. 3. Announcements and participation from senior team members will

motivate junior employees to join.

Advocate audit: CustomersWith access to your email list, we can provide detailed data about your potential advocates’ social networks and demographics• Name, age, gender• Location• Social handles, followers• Klout score

3

Advocate audit:Bloggers and Twitter usersWe can also identify top brand advocates on Twitter and relevant bloggers that could be recruited as advocates

4

Twitter advocates

Potential blogger advocates

5

Thank You strategy & gamification

How to ‘Thank’ advocates:• Launch boost: first ___ active advocates get ____• Top Advocates: most shares, most audience engagement• ‘Surprise and delight’: ad hoc rewards for participation• Content: best content created or submitted

Leaderboards and activity feed show advocates how they stack up against their peers

6

Employee Case Study: AT&T Employee Tribe

Goal: Grow Tribe membership & increase AT&T conversations and engagement

Identified and invited AT&T employees to advocate on behalf of the brand

Improved advocates’ ability to integrate social media into their everyday lives while establishing them as thought-leaders in the space

Employee advocates amplified AT&T brand, initiative, and event-based content

Employees are recognized weekly for their contributions and participation in the program

Employee Case Study: Multinational Telecom Corporation

Goal: Grow membership & increase brand conversations and engagement

Identified and invited employees to advocate on behalf of the brand

Improved advocates’ ability to integrate social media into their everyday lives while establishing them as thought-leaders in the space

Employee advocates amplified the brand, brand initiative and event-based content

Employees are recognized weekly for their contributions and participation in the program

Employee Case Study: Multinational Telecom Corporation

Goal: Create engaged employee advocate network for ongoing content amplification Invited area employees from across departments: B2B,

customer service, marketing, retail, and sales

Employee advocates shared timely offers, in-store events, and seasonal content and initiatives

Gauged performance across specific regions, channels, and positions to identify most effective subgroups

Employees accessed advocate hub on mobile devices for convenient sharing any time

Employee Case Study: Multinational Telecom Corporation

Goal: Have employees drive demand generation for brand’s new tablets Created buzz and social advocate endorsements Drove preference and demand generation for brand tablets Demonstrated ambassador program value through pilot

program to support tablet demand generation