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How to Launch an Employee
Advocate Marketing Channel to
Expand Your Brand’s Marketing
Programs
Speakers
DeShelia Spann
Digital Marketing Strategist, Eaton
@DeSheliaSpann
Gregory Shove
Founder & CEO, SocialChorus
@Greg...
About Eaton
Eaton is a power management company with 2013 sales of
$22.0 billion and approximately 102,000 employees.
Why did Eaton
decide to power
employees to be
brand advocates?
Why Advocate Marketing
Eaton needed a way to:
• Make it safe and easy for employees to
engage in social media
• Amplify co...
Why employee advocates?
of consumers are more likely to buy a
product when they hear about it from
someone they trust
77%
...
What employees do for your brand
Consume
Read, watch & experience content
Share
Push content into personal
social feeds
Cr...
What are the goals
of your employee
Advocate Marketing
program?
Goals
Amplify existing marketing
programs & messaging
Drive traffic to Eaton.com
Drive awareness and leads
What are the steps
to transforming
employees into
thought leaders?
Train employees
30 minute webinar
• Overall Eaton social media strategy
• Employee advocate best practices
• How to get st...
Steps to Thought Leadership
Crawl – One-click sharing of thought-
leadership content that is prepopulated by
Eaton
Walk – ...
How do you
measure the success
of your Advocate
Marketing program?
KPIs
Active employee advocates
Advocate activities
Audience engagements
Program AMV to date
Thank you!
For more information check out:
socialchorus.com/resources
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Launch an Employee Advocate Marketing Channel to Expand Your Brand’s Marketing Programs

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Employee advocates are your brand’s best resource to expand existing marketing programs. In fact, content shared by employees on social networks receives 8x the engagement of content on a brand’s own channel.

By powering employees to experience, create and share authentic content, brands can increase social engagement, reach new customers, and drive more web traffic.

Learn how Eaton is mobilizing their employees to promote marketing initiatives and share brand content. You will also learn:

How Eaton is transforming employees into brand advocates

How to motivate employees to create and share content on behalf of your brand

Proven best practices to launch an employee advocate program

Published in: Marketing
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  • HUGE company – but not a household name - want to drive greater brand awareness through employees
  • Way to engage with our employees in social to share updates and content – make it easy and them to feel comfortable (140 characters and less? How to do) provide a voice in an environment to feel comfortableAdd quotes in weekly emails – helped employee build expertise and thought leadership Help them be more aware of company news and share that Safe way to empower employees Amplify across multiple channels – business and partners
  • A: Employees are already on the front lines of your brand. Already social.
  • Repurposing blog content, news, awards Getting there name out there – B2B
  • Add screenshots of existing programs and content, company website, events
  • Training
  • Images or screen shots of training program? Modules? Waiting on image from Gillian Light training - Training webinar (30 minutes)
  • KPIs Early ResultsExpected Results Platform screenshot
  • Transcript of "Launch an Employee Advocate Marketing Channel to Expand Your Brand’s Marketing Programs"

    1. 1. How to Launch an Employee Advocate Marketing Channel to Expand Your Brand’s Marketing Programs
    2. 2. Speakers DeShelia Spann Digital Marketing Strategist, Eaton @DeSheliaSpann Gregory Shove Founder & CEO, SocialChorus @GregShove
    3. 3. About Eaton Eaton is a power management company with 2013 sales of $22.0 billion and approximately 102,000 employees.
    4. 4. Why did Eaton decide to power employees to be brand advocates?
    5. 5. Why Advocate Marketing Eaton needed a way to: • Make it safe and easy for employees to engage in social media • Amplify company news and messages across various channels • Make employees more aware of company and departmental news
    6. 6. Why employee advocates? of consumers are more likely to buy a product when they hear about it from someone they trust 77% of employees’ Twitter followers are new to the brand 92% An everyday employee is two times more trusted than a Chief Executive. 2X — DELL study 2012 — Nielsen 2013 — Edelman Trust Barometer 2013 Trusted New audience More likely to buy
    7. 7. What employees do for your brand Consume Read, watch & experience content Share Push content into personal social feeds Create Develop original content that authentically reflects their views and experiences
    8. 8. What are the goals of your employee Advocate Marketing program?
    9. 9. Goals Amplify existing marketing programs & messaging Drive traffic to Eaton.com Drive awareness and leads
    10. 10. What are the steps to transforming employees into thought leaders?
    11. 11. Train employees 30 minute webinar • Overall Eaton social media strategy • Employee advocate best practices • How to get started
    12. 12. Steps to Thought Leadership Crawl – One-click sharing of thought- leadership content that is prepopulated by Eaton Walk – Use the prepopulated content provided and customize it • Add new hashtags, @ your potential buyers and connections, etc. Run – Create and curate your own thought leadership content • Use #EatonEmployee for tracking
    13. 13. How do you measure the success of your Advocate Marketing program?
    14. 14. KPIs Active employee advocates Advocate activities Audience engagements Program AMV to date
    15. 15. Thank you! For more information check out: socialchorus.com/resources

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