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8.19.14

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Engaged employees are more productive, have longer tenure and are enthusiastic to be brand advocates for their companies. It should come as no surprise that companies with highly engaged employees …

Engaged employees are more productive, have longer tenure and are enthusiastic to be brand advocates for their companies. It should come as no surprise that companies with highly engaged employees outperform those with low employee engagement by up to 200%. That’s why EA is powering employees to become brand advocates to increase employee engagement, amplify the brand’s message, and increase awareness.

Jenn Meiners Roumian, Global Talent Acquisition Brand Manager at EA, will share the proven best practices EA uses to empower employees to be brand advocates and amplify the brand’s message.

Register for this webinar to learn:
· How EA is transforming employees into brand advocates to establish a sense of community, pride and engagement
· Proven best practices to launch and run a successful Advocate Marketing program
· How engaged employees can increase awareness, social engagement and talent acquisition

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  • 1. Engaging Employee Advocates: How Electronic Arts is Activating Employees to Amplify the Brand’s Message #SMTLive
  • 2. Thanks to Our Sponsor #SMTLive
  • 3. Join the Conversation… #SMTLive
  • 4. Our Speakers Nicole Alvino, Co-Founder and SVP of Strategy at SocialChorus. Nicole is Head of Strategy and is responsible for designing solutions to meet our customers’ specific marketing and business objectives. Formally, she was CEO and Founder of Dermalounge, a consumer skin health brand and early adopter of advocate marketing. @nalvino 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 Jenn Meiners Roumian is a seasoned talent acquisition professional whose experience spans across many of today’s hottest digital and entertainment companies. With nearly fifteen years encompassing both recruiting and employer branding, she knows what it takes to succeed in today’s competitive job market. Jenn began her career in the entertainment industry at The Walt Disney Company then carried her recruitment expertise over to the gaming industry beginning at Activision Publishing before joining EA in 2011. While Jenn has an extensive background in full life-cycle recruitment -- employer branding and social media are really what drives her passion these days. In 2012, she moved into a Global Employer Brand Manager role with a multitude of touch points across many of EA’s global talent acquisition initiatives. @jroumian 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 #SMTlive
  • 5. Engaging Employee Advocates How Electronic Arts is Activating Employees to Amplify the Brand’s Message Nicole Alvino Co-Founder & SVP of Strategy @nalvino
  • 6. Turn social marketing inside out Brands engage thousands of insiders – their best employees, customers, partners & influencers – who create & share authentic brand content with their social networks. Customers Employees & Partners Social Media Team
  • 7. Why employee advocates? — Edelman Trust Barometer 2013 2x An everyday employee is two times more trusted than a Chief Executive 92% — Cisco results 2012 of employees’ Twitter followers are new to the brand — Nielsen 2013 77% of consumers are more likely to buy a product when they hear about it from someone they trust — Cisco study 2013 10x Employees have 10 times more followers than corporate accounts
  • 8. Employee advocacy impacts across the organization Comms/PR Marketing HR Sales Product Group Corporate Reputation – Awareness - Internal Communications - Thought Leadership REPUTATION Awareness - Message Reach - Product Buzz - Demand - Leads - Cost Savings Recruiting - Inside View of Company - Corporate Reputation - Cost Savings Leads - Thought Leadership - Local Selling - Customer Stories - Relationship Building Product Buzz - Trusted Expertise - Demand - Awareness - Leads DEMAND RECRUITING CLOSE RATE AWARENESS
  • 9. 3 critical steps to execute an Employee Advocacy program Executive support Training & on-boarding Activation & results 1 2 3
  • 10. Co-author of The Most Powerful Brand On Earth @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
  • 11. The nuts and bolts of building a business case @sfemerick ① Value Realization ② Securing investment – Selling to internal stakeholders ③Understanding Motivations @sfemerick
  • 12. @sfemerick Value Realization • Increased Revenue • Decreased Cost • Efficiency and Productivity Gains Image source: freeimages.com/wmagni
  • 13. Securing investment – Selling to internal stakeholders @sfemerick Image source: freeimages.com/acerin
  • 14. @sfemerick What motivates your stakeholders?
  • 15. @sfemerick Join us in Atlanta bit.ly/AdvocacySummit
  • 16. EA Insiders Jenn Meiners Roumian Global Brand Manager, Talent Acquisition at EA @jroumian
  • 17. An EA Insider is… A champion and evangelist of all things EA A collaborator and partner with TA, Corporate Communications, Senior Leadership, Public Relations, & HR A promoter and engager of EA events A social media maven An inspirer of and inspiration to TA employer branding initiatives
  • 18. EA’s steps to activating employee advocates 1. Align goals to your mission and philosophy 2. Identify internal business partners & get leadership involved 3. Choose a pilot group 4. Determine success metrics 5. Create a plan for long term engagement 6. Scale and grow program
  • 19. 1. Align goals to your mission & philosophy Influence the goals that matter: • Talent acquisition • Employee engagement • Thought leadership • Morale • Awareness • Social engagement
  • 20. 2. Identify internal business partners & get leadership involved Talent Acquisition Corporate Communications Human Resources Marketing/Public Relations Executive leadership • Leadership will help drive program awareness & adoption
  • 21. 3. Choose a pilot group Launch with a pilot group & optimize program • By region • By department (Talent Acquisition, Corporate Communications) • By level of social media knowledge
  • 22. 4. Define how to measure success Engagement • # of shares and engagements • # of content created Advocacy • Participation rate • Activation rate Impact • # of audience engagements (clicks, retweets, shares) • Increase in job applications
  • 23. 5. Create a plan for long term engagement Provide diverse mix of content • Marketing • Outreach & volunteering • Talent Acquisition, careers, culture, employee profiles • 3rd party content, press Encourage employees to recommend new content Create a thank you & recognition plan
  • 24. 6. Scale and grow program • Start with hand-raisers & known active employees (30 1 Talent Acquisition, 70 Communication) • Advocate ExperienceTM orientation & training webinar • Apply learnings from Phase 1 to optimize experience, content, and training • Finalize orientation training and embed video in platform • Scale – Invite 500-1,000 more selected employees • Roll out to all employees • Training video in platform • Leverage more recruitment channels: events, Yammer, etc. 2 3
  • 25. Initial results & projected growth Initial results: Employee advocates Total engagements Program AMV to date 60 9.3K $25.5K Projected growth: Employee advocates Total engagements Program AMV to date 500 12.5K $55K
  • 26. Our Speakers Nicole Alvino, Co-Founder and SVP of Strategy at SocialChorus. Nicole is Head of Strategy and is responsible for designing solutions to meet our customers’ specific marketing and business objectives. Formally, she was CEO and Founder of Dermalounge, a consumer skin health brand and early adopter of advocate marketing. @nalvino 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 Jenn Meiners Roumian is a seasoned talent acquisition professional whose experience spans across many of today’s hottest digital and entertainment companies. With nearly fifteen years encompassing both recruiting and employer branding, she knows what it takes to succeed in today’s competitive job market. Jenn began her career in the entertainment industry at The Walt Disney Company then carried her recruitment expertise over to the gaming industry beginning at Activision Publishing before joining EA in 2011. While Jenn has an extensive background in full life-cycle recruitment -- employer branding and social media are really what drives her passion these days. In 2012, she moved into a Global Employer Brand Manager role with a multitude of touch points across many of EA’s global talent acquisition initiatives. @jroumian 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 #SMTlive
  • 27. Thanks to Our Sponsor #SMTLive
  • 28. @sfemerick Join us in Atlanta bit.ly/AdvocacySummit
  • 29. Tweet Now For Your Chance to Win a Free Ticket to The Social Shake-Up! #SMTLive Audience: Tell us why you want to go to The Social Shake-Up to be entered for a chance to win. Tweet: “I want to go to #socialshakeup because…” #SMTLive
  • 30. Upcoming Webinar August 26th The Mobile Enterprise: Engaging Where Your Customers Are