Companies spend an incredible amount of time and money looking for influencers who can create and share content. Before going on that search party why not activate a company’s best advocates and influencers – the employees. Research shows that 135 advocates now have the same reach as 1 million Facebook fans. With metrics like these, you can’t ignore the impact that employees can have when they share brand content across social platforms. During this webinar, Laura Lee, Social Media and Corporate Communications Manager at Nestle Purina, will share how Purina is training employees to build their social media presence and advocate for Purina. During this webinar you will learn how to build your own support structure for an employee advocacy program: ▪ How to teach employees the skills they need to become advocates ▪ How to start from scratch with employee advocacy ▪ What tools you need to be successful ▪ Best practices for creating a social media policy that’s easy to understand

1. #SMTLive
Unleash Your Employees:
Nestlé Purina Shares the Secrets to
Training Employees as Advocates
#SMTlive Best Thinker Webinar
10/28/14

2. #SMTLive
Thank You to Our Sponsor
@SocialChorus

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Join the Conversation…

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Nestlé Purina’s Employee Advocacy Training Program
Laura Lee
Social Media & Corporate
Communications
Manager at Nestlé Purina
@LauraSpreckLee
Liz Bullock
CEO & Co-Founder at Social
Arts & Science Institute
(SASI)
@LizBBullock
Gregory Shove
Founder & CEO,
SocialChorus
@gregshove

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Turn Social Marketing Inside Out
with Employee Advocacy
• Small, specialist social media teams
can only engage with so many
• Employee advocacy gives the entire
organization social capabilities
• Employees need training and
content to be successful in social
business
• Proven ROI
5
Social Media
Team
Employees

6. New Awareness
• Employees have 10X more
followers than corporate social
accounts – Cisco Study
• 90% of their social audience is
new to the brand – DELL Study
10X
90%

7. New Engagement
• Socially engaged companies are
58% more likely to attract top
talent - LinkedIn/Altimeter Study
• Employees 20% more likely to
stay at their companies - LinkedIn/Altimeter Study
58%
20%

8. New Sales
• 12% increase in Brand Advocacy
generates 2x increase in
revenue growth - National Business Research Institute
• Social engaged companies are
57% more likely to get increase
leads - LinkedIn/Altimeter Study
2X
57%

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Advocates are More Powerful Than Fans
135
Advocates
1,000,000
Facebook Fans
15,000 Reach
135
x 338
x 33%
Advocates
Facebook friends*
of friends see their post
Fans
Brand’s posts
are seen by fans
1M
X 1.5%*
15,210 Reach

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7 Critical Steps to Training Employees
1. Align goals
2. Achieve executive support
3. Recruit a social media-savvy beta group
4. Distribute & scale training materials
5. Identify training benchmarks
6. Track employee advocacy training results
7. Scale: phased roll-out to organization

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1. Align Goals
• Training Project Expectations
• Target Audience
• Expectations for Attendees
• Personality, Style, Tone, Content
• Goals & Measurement
• Delivery

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1. Align Goals: What Purina Set Out to Achieve
• Drive employee advocate adoption &
engagement to thousands
• Provide social media & employee advocacy
training
• Amplify brand messaging
• Promote brand content
• Guide employees through social media best
practices

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2. Achieve Executive Support
Leverage executives to: Support, validate, reward & recognize
Ask:
• What support will executives need to drive training & activation of their
teams?
• What key departments should be prioritized?
• How can you leverage executive support to launch & sustain the program?

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2. How Purina Won Executive Support
• Explain how employee advocacy advances
business initiatives
• Clear plan to show how training will be
executed
• Show employees how easy the platform is to
use
• Provide relevant and engaging content —
constantly

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3. Recruit a Social Media-savvy Beta Group
• Ask employees where they
have questions & gaps
• Use rock star employees as
examples in training content
• Test training classes with
employees

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3. Purina’s Social Media-savvy Beta Group
Test:
• Selected 50 social media-savvy employees
for beta group
• Feedback & insight shaped full-scale launch
Identify:
• Found highly motivated employees
• Leveraged initial group to recruit, lead
adoption & mentor new advocates

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4. Distribute & Scale Training Materials
• Target audience is a big factor in delivery
17

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4. How Purina Distributed Training Materials
In-person training
• Benefit from real-time feedback
• Iterate on training for company-wide
launch
Embedded training videos
• Welcomes new employees to the
platform
• Provides platform training
• Teaches social media policy & best
practices

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5. Identify Training Benchmarks
Adoption:
• Registered
• Attended
• Completed
• Activated
Engagement:
• Total employee
advocates
• Total social media
engagements
Employee Advocate Adoption & Engagement Benchmarks

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5. Purina’s Advocate Training Benchmarks
Phases One & Two:
• Increase employee adoption of
advocate program
• Drive employee participation &
Advocate Marketing Value (AMV)

21. 6. Track Employee Advocacy Training Program Results
#SMTLive
• Example of worldwide Dell SMaC University results:
Training
Adoption
Results
• 9,000+ employees trained
• 30 courses in 55+ countries
• Marketing, Sales, PG, Customer Service
• 1,600 employees Twitter handle with Dell bio
• 2,000+ Brand Advocates
• 150+ Subject Matter Experts
• 2.2 engagements and 6.8 clicks per employee post (SME’s)
• Incremental 17K traffic to Dell
• Improved reach, earned media

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6. Purina’s Employee Advocacy Results
Since program launch:
– 130 employees advocates trained & growing
– Purina employees shared an average 12X
as much content as other SocialChorus
employee programs
– Plan to welcome & train new employee
advocates using video
– Employees generated over $10K in AMV —
& growing!

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7. Scale & Grow
• Provide employee advocate training
quarterly
• Gamify the experience with fun
badges & certifications
• Reward & recognize employees who
complete training

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7. How Purina’s Plan to Launch to Thousands
• Double program size every 3 months
• Expand to thousands of employees
by 2015
• Apply lessons learned to larger roll-out

25. Laura Lee has grown up in digital. Her background includes working as a news anchor, district manager, P.R. manager, and CPG
brand manager for such companies as Anheuser-Busch, and Toyota. She has spent the past several years providing strategic
guidance and thought leadership in all areas of social for 25 Purina brands. @LauraSpreckLee
Liz Brown Bullock is the CEO and Co-founder of Social Arts and Science Institute (SASI), which is focused to help organizations
scale employee social engagement to build trust and business results. Liz is a 20+ year marketing Executive and most recently
Director of Social Media and Community for Dell focused on embedding social media within the organization, activating customer
connected employees and operationalizing Dell's social enterprise. @lizbbullock
Gregory Shove is the founder and CEO of SocialChorus, the leading advocate marketing company. Greg has helped brands
and consumers connect online since the early days of the Internet. 2Market, a Silicon Valley start-up that he co-founded,
pioneered the development of interactive shopping before being acquired by AOL in 1995. In the past, he has worked at Sun
Microsystems, Apple Computer and AOL. @GregShove
#SMTLive
Our Speakers
Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large
organizations with people they want to influence. A veteran of the big-book print media world that included Fortune, Newsweek and
BusinessWeek, she had built her reputation on architecting powerful strategies that delivered to blue-chip corporate clients and their
agencies ways to connect with their customers, and equally importantly, their customers’ trusted influencers. @RobinCarey

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Thank You to Our Sponsor
@SocialChorus

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Upcoming Webinar
November 3rd
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