Getting Started with an
Employee Advocacy Program
#SMTlive
Submit	
  your	
  questions	
  in	
  the	
  GotoWebinar	
  Presentation	
  	
  window	
  
Follow	
  along	
  and	
  
share...
Thanks to Our Sponsor
@EveryoneSocial
#SMTlive
Our Speakers
#SMTlive
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating
d...
@sfemerick
Susan Emerick
Founder of Brands Rising
Provides strategic planning &
services to create, implement
and scale su...
@sfemerick
Tips	
  on	
  ge*ng	
  started	
  
① 	
  Building	
  the	
  business	
  case:	
  Understand	
  &	
  Ar:culate	
...
@sfemerick@sfemerick
@sfemerick
@sfemerick
84%	
  	
  
trust	
  people	
  	
  
they	
  know	
  
92%
70%
58%
50%
46 - 47%
40 - 42%
Survey	
  Ques*on	
  
To...
@sfemerick
Sales	
  correlate	
  with	
  the	
  total	
  number	
  of	
  people	
  who	
  
advocate	
  for	
  a	
  brand	
...
@sfemerick
Traffic	
  from	
  employee-­‐owned	
  social	
  media	
  converts	
  
at	
  a	
  significantly	
  higher	
  rate....
@sfemerick
Set	
  Goals	
  and	
  Objec:ves
Align	
  to	
  business	
  goals	
  and	
  priori*es,	
  for	
  example:	
  
!...
@sfemerick
Find	
  a	
  Champion	
  or	
  beWer	
  yet,	
  be	
  one!	
  
Image source: meloveletters.com @sfemerick
@sfemerick
Build	
  a	
  pilot	
  with	
  early	
  adopters
Common characteristics of best suited candidates:
!  Exper*se	...
Join Us In Person in Atlanta
#SMTlive
bit.ly/AdvocacySummit
@sfemerick
•  EveryoneSocial	
  	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  The	
  Employee	
  Advocacy	
  PlaTorm	
  
• ...
@sfemerick
Why	
  Leverage	
  an	
  Employee	
  Advocacy	
  Plaorm
!  Provides Massive Scale
!  Reduces Manual Efforts and...
@sfemerick
Companies	
  Inves:ng	
  in	
  Employee	
  Advocacy	
  &	
  Plaorms
@sfemerick
Look	
  Familiar?
@rob_nolte
@sfemerick
Review and Choose Content to Share Share to Multiple Networks
Posting
@rob_nolte
@sfemerick
Company	
  Benefits	
  With	
  Plaorm
!  Organized	
  curated	
  content	
  for	
  employee	
  sharing,	
  all	
...
@sfemerick
Employee	
  Benefits
!  Appropriate	
  content	
  can	
  be	
  sourced	
  for	
  them	
  
!  One	
  place	
  for...
@sfemerick
How	
  Infusionso_	
  Built	
  a	
  
Successful	
  Employee	
  
Advocacy	
  ProgramHeather Dopson
@heatherdopson
@sfemerick@heatherdopson	
  
! 	
  Iden*fied	
  our	
  supporters	
  
	
  
! 	
  Educated	
  our	
  opponents	
  
	
  
! 	
...
@sfemerick@heatherdopson	
  
! 	
  Created	
  guardrails	
  
! 	
  Iden*fied	
  our	
  digital	
  na*ves	
  
! 	
  Looked	
...
@sfemerick@heatherdopson	
  
! 	
  Understood	
  employees’	
  goals	
  
! 	
  S*mulated	
  compe**on	
  
! 	
  Shared	
  ...
@sfemerick
! 	
  Direct	
  involvement	
  
! 	
  Growth	
  of	
  personal	
  brand	
  
! 	
  Ease	
  &	
  efficiency	
  
! 	...
@sfemerick@heatherdopson	
  
! 	
  More	
  employees	
  reading	
  and	
  sharing	
  company	
  
content	
  
	
  
! 	
  In...
Submit	
  your	
  questions	
  in	
  the	
  GotoWebinar	
  Presentation	
  	
  window	
  
Follow	
  along	
  and	
  
share...
Our Speakers
#SMTlive
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating
d...
Thanks to Our Sponsor
@EveryoneSocial
#SMTlive
Join Us In Person in Atlanta
#SMTlive
bit.ly/AdvocacySummit
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7.31.2014

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As author Emily Giffin once said, “Everyone wants to belong, or be a part of something bigger than themselves, but it's important to follow your heart and be true to yourself in the process.” This quote perfectly sums up what employee advocacy is all about: empowering employees to promote their company's message on social media and, in the process, allowing them to develop their personal brand, and position themselves as trusted advisors and thought leaders in their own networks.

Dell, InfusionSoft, SAP, and United Way, among others, are putting employee advocacy to work with the help of EveryoneSocial, the leading platform for employee advocacy and first to solely focus on the employee and employee advocacy. Founded in 2013, EveryoneSocial makes it easy for your employee and brand advocates to share original and curated content on social media, helping you to align, simplify, and measure your company’s social publishing efforts.

You’ll want to join us on our exclusive, live webinar with EveryoneSocial to discuss:

· Identifying your employee advocacy objectives

· Educating and motivating your employee and brand advocates

· Giving advocates guidelines and tools for social advocacy success

· Defining the employee advocacy metrics to track

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7.31.2014

  1. 1. Getting Started with an Employee Advocacy Program #SMTlive
  2. 2. Submit  your  questions  in  the  GotoWebinar  Presentation    window   Follow  along  and   share  your  thoughts   on  Twitter  at       #SMTlive   Join the Conversation… #SMTlive
  3. 3. Thanks to Our Sponsor @EveryoneSocial #SMTlive
  4. 4. 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
  5. 5. @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
  6. 6. @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
  7. 7. @sfemerick@sfemerick
  8. 8. @sfemerick
  9. 9. @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
  10. 10. @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   Monthly  Change  in  Sales   Sources: @sfemerick
  11. 11. @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 ConversionRate @sfemerick
  12. 12. @sfemerick Set  Goals  and  Objec:ves Align  to  business  goals  and  priori*es,  for  example:   ! New  markets   ! Market  growth   ! Customer  Acquisi*on   ! Reten*on  and  Loyalty   ! Financial  Growth  or  Cost  savings   Make  sure  program  goals  and  content  align  with  corporate   branding  ini*a*ve   @sfemerick
  13. 13. @sfemerick Find  a  Champion  or  beWer  yet,  be  one!   Image source: meloveletters.com @sfemerick
  14. 14. @sfemerick Build  a  pilot  with  early  adopters Common characteristics of best suited candidates: !  Exper*se  aligned  to  business  priori*es,  they  can  be  Technical  or  Business   topical  experts     !  Comfortable  collabora*ng,  commen*ng,  publishing  in  social   environments   !  Comfortable  with  and  finds  value  in  crea*ng  rela*onships  digitally     !  Commi<ed  to  sustaining  ac*vity  and  evolving  par*cipa*on  to  achieve   personal  and  business  objec*ves   !  Willing  to  leverage  internal  listening  capabili*es  to  iden*fy  exis*ng  social   graph  and  enhance  online  professional  network   @sfemerick
  15. 15. Join Us In Person in Atlanta #SMTlive bit.ly/AdvocacySummit
  16. 16. @sfemerick •  EveryoneSocial                        The  Employee  Advocacy  PlaTorm   •  Based  in  San  Francisco  Bay  Area   •  HQ  –  Salt  Lake  City,  UT   Rob Nolte @rob_nolte VP Business Development
  17. 17. @sfemerick Why  Leverage  an  Employee  Advocacy  Plaorm !  Provides Massive Scale !  Reduces Manual Efforts and Provides Gained Efficiencies !  Employees Benefits !  Reporting, Accountability, Rewards and Recognition Capabilities @rob_nolte
  18. 18. @sfemerick Companies  Inves:ng  in  Employee  Advocacy  &  Plaorms
  19. 19. @sfemerick Look  Familiar? @rob_nolte
  20. 20. @sfemerick Review and Choose Content to Share Share to Multiple Networks Posting @rob_nolte
  21. 21. @sfemerick Company  Benefits  With  Plaorm !  Organized  curated  content  for  employee  sharing,  all  in  one  spot   !  Ability  to  automate  content  cura*on,  allow  employees  to  curate  too   !  A  Social  Seller’s  dream   !  HR  recrui*ng     !  SEO  value   !  Visibility  into:     •  who  shares   •  what  content  they  share   •  clicks,  engagement  &  EMV  more   @rob_nolte
  22. 22. @sfemerick Employee  Benefits !  Appropriate  content  can  be  sourced  for  them   !  One  place  for  content  and  sharing   !  Share  via  mul*ple  channels  in  one  place   !  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
  23. 23. @sfemerick How  Infusionso_  Built  a   Successful  Employee   Advocacy  ProgramHeather Dopson @heatherdopson
  24. 24. @sfemerick@heatherdopson   !   Iden*fied  our  supporters     !   Educated  our  opponents     !   Defined  our  challenges     !   Set  the  vision   Making  the  Case  and  Ge*ng  Execu:ve  Buy  In
  25. 25. @sfemerick@heatherdopson   !   Created  guardrails   !   Iden*fied  our  digital  na*ves   !   Looked  for  rising  stars   !   Shared  the  vision   Employee  Par:cipa:on
  26. 26. @sfemerick@heatherdopson   !   Understood  employees’  goals   !   S*mulated  compe**on   !   Shared  leaderboards   !   Intrinsic  Rewards   Keeping  Employees  Engaged
  27. 27. @sfemerick !   Direct  involvement   !   Growth  of  personal  brand   !   Ease  &  efficiency   !   Expansion  of  reach  and  following   Program  Benefits  for  Employees 80000   100000   120000   140000   160000   180000   200000   jan   feb   mar   apr   may   jun   jul   @heatherdopson  
  28. 28. @sfemerick@heatherdopson   !   More  employees  reading  and  sharing  company   content     !   Increased  social  ac*vity  overall  by  employees     !   Increased  engagement  with  the  brand     !   Increased  traffic  to  brand  websites   !   Direct  posi*ve  impact  on  revenue   Program  Benefits  for  Infusionso_
  29. 29. Submit  your  questions  in  the  GotoWebinar  Presentation    window   Follow  along  and   share  your  thoughts   on  Twitter  at       #SMTlive   Join the Conversation… #SMTlive
  30. 30. 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
  31. 31. Thanks to Our Sponsor @EveryoneSocial #SMTlive
  32. 32. Join Us In Person in Atlanta #SMTlive bit.ly/AdvocacySummit
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