For many organizations the question is no longer why implement an employee advocacy program but how do you implement an employee advocacy program. For this reason we have partnered with Orca Social to map out what a successful implementation program looks like. They have learnt the dos and do not's by both implementing projects and profiling what other leading companies have done. Of course all companies have their differences in their goals but the structure set out here within has been proven to work across multiple organizations so why ‘reinvent the wheel’ ?

1. EMPLOYEE ADVOCACY
PROGRAM OVERVIEW

2. INTRODUCTION
For many organizations the question is no longer why implement an employee
advocacy program but how do you implement an employee advocacy program.
For this reason we have partnered with Orca Social to map out what a successful implementation
program looks like. They have learnt the do’s and don’ts by both implementing projects and
profiling what other leading companies have done. Of course all companies have their differences
in their goals but the structure set out here within has been proven to work across multiple
organizations so why ‘reinvent the wheel’ ?

3. BACKGROUND
The key goals of this program are to:
1. Retain and expand revenue from existing clients
2. Raise brand awareness
3. Establish brand ambassadors
4. Align to the Digital Marketing, HR, Sales and Communications teams
It is essential to have answered these questions before beginning:
1. Does the program support the business goals?
2. Who are the main stakeholders and are they endorsing?
3. Aligned or under the radar?
4. Who will take ownership for the project?

4. GETTING STARTED
Preparation: 2-4 weeks
§ Design the 1st draft of the strategy by liaising with the key members of the program
§ Finalise the management team for the workshop
§ Decide on tools to be used during the program
Workshop: 2 days
§ Present the strategy and roll out plan to the project stakeholders
§ Reshape the strategy
§ Decide on content
§ Decide on key markets
§ Select the Brand Ambassadors (50 maximum suggested in phase 1)
§ Brand Ambassadors individual goals
§ Decide on program KPIs which are linked to the program goals

5. OPTIMISATION
Launch Call (2 weeks after the workshop)
§ To be delivered to all participants
§ To explain the program goals, individual goals, structure, and support of the program
Conference Calls
§ Training on best practices on social media for all participants. The aim is to improve the
ambassadors: personal branding, social profiles and audience targeting.
§ Training on the employee advocacy platform
§ Weekly ‘Clinic” calls with the participants: To foster community, answer questions, learn
from each other and to accelerate the program momentum.

6. OPTIMISATION
Phase 2
§ Roll out to the extended groups across the business only when the 50 brand ambassadors
have shown success against the program goals. This to be reviewed after the first 2
months and should only be scaled once success has been shown.
Support
§ Training manual to be distributed for all members
§ Consistent content pipeline
§ Encouragement via the employee advocacy platform and/or ESN group

7. REVIEWING
§ KPI reports to be issued each month with the use of an employee advocacy platform
§ Leaderboard to be shown via the platform
§ Monthly management call to review the KPIs against the program goals
§ Year end review including qualitative and quantitative feedback and guidelines for next steps