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How Salesforce Mobilized Thousands of Global Employee Advocates

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Founded in 1999, Salesforce pioneered the revolutionary idea of replacing traditional desktop CRM software with CRM in the cloud, making it accessible anytime from anywhere. Today, Salesforce’s innovative cloud platform is the world’s #1 CRM solution.

With thousands of employees around the globe, Salesforce needed to find ways to connect with and empower their workforce to broadcast important company news. Salesforce employees were already active on social media; they just needed the right content, and a safe and easy way to share it.

With what started as an event promotion strategy for Dreamforce - Salesforce’s annual conference - has now expanded to a company wide ambassador program with more than 7,000 members, accounting for nearly 700M impressions and over 750K shares. International offices are also creating unique, localized content that is relevant to their regions, further connecting micro-communities of Salesforce’s workforce.

Tiffany Hsu, Manager of Social Media Marketing at Salesforce discusses topics such as:

• What you need to know to launch and scale an employee advocacy program
• What content resonates most with employees
• How to ensure relevancy for global teams
• How to expand your employee advocacy program across multiple marketing channels

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How Salesforce Mobilized Thousands of Global Employee Advocates

  1. 1. #DySiWebinar @gisanders@hsutiffany Why Company Communications and Employee Advocacy Matter Now More Than Ever
  2. 2. #DySiWebinar @gisanders@hsutiffany The Problem Facing Today’s Global Enterprises Technology has changed the way we communicate, internally and externally When companies communicate with employees in a way that mirrors how we all interact in our everyday lives, employees will do the same when they engage with customers. MOBILE SOCIAL LOCAL VIDEO
  3. 3. #DySiWebinar @gisanders@hsutiffany Why Companies Must Evolve Companies that transform the way they communicate will have more connected and informed employees. Those that fail to adapt to a modern method of communications face a disconnected workforce, struggling to engage consumers. This costs the company time and money. 74% of employees feel that they're missing out on company information and news. (Gallup)
  4. 4. #DySiWebinar @gisanders@hsutiffany Where does employee advocacy fit in within Salesforce?
  5. 5. #DySiWebinar @gisanders@hsutiffany How Employee Advocacy Fits within Salesforce SOCIAL AMBASSADORS Employee Advocacy Program Comms Marketing Social PR Lines of Business
  6. 6. #DySiWebinar @gisanders@hsutiffany How has the Salesforce Social Ambassador program evolved since its launch?
  7. 7. #DySiWebinar @gisanders@hsutiffany The Evolution of Salesforce’s Employee Advocacy Program Constantly learning and evolving program to engage more employees Expanded to awareness and empowerment through social Opportunities identified to grow program Program Pilot Launched for Dreamforce
  8. 8. #DySiWebinar @gisanders@hsutiffany Results to Date 1.4M+ Clicks 730M+ Social Impressions 8K+ Ambassadors Enrolled 700K+ Social Shares
  9. 9. #DySiWebinar @gisanders@hsutiffany What training do you provide employees?
  10. 10. #DySiWebinar @gisanders@hsutiffany Empowering Employees to Leverage Social Media Policy Encouragement Guidelines Tips Community
  11. 11. #DySiWebinar @gisanders@hsutiffany How does the program fit within your overall content strategy?
  12. 12. #DySiWebinar @gisanders@hsutiffany The Link Between Ambassadors and Content Strategy Extension of our social media strategy Fueled by our Content marketing team Provide resources/tips in addition to branded content Includes PR content and company news Consistent flow of content extremely important
  13. 13. #DySiWebinar @gisanders@hsutiffany What types of content resonates with Salesforce employees?
  14. 14. #DySiWebinar @gisanders@hsutiffany Engaging Content (News and Tips)
  15. 15. #DySiWebinar @gisanders@hsutiffany Engaging Content (Culture and Product)
  16. 16. #DySiWebinar @gisanders@hsutiffany How has technology helped Salesforce scale employee advocacy?
  17. 17. #DySiWebinar @gisanders@hsutiffany Scaling a Successful Employee Advocacy Program Manage Content Communicate With Employees Track & Measure Everything Content Discovery & Sharing Internal Education & Learning Build Community SOCIAL AMBASSADORS Employee Advocacy program Powered By
  18. 18. #DySiWebinar @gisanders@hsutiffany What advice would you give to someone planning to launch an employee advocacy program?
  19. 19. #DySiWebinar @gisanders@hsutiffany Foster a Culture of Employee Empowerment & Sharing Establish a goal from the start Be willing to adapt and change over time Never stop listening to your employees Always provide value to your employees Collaborate with employees to improve and adjust
  20. 20. #DySiWebinar @gisanders@hsutiffany Learn more at dynamicsignal.com Explore other webinars on demand, ebooks and videos THANKS!
  • CiaranMcCullagh

    Apr. 10, 2018

Founded in 1999, Salesforce pioneered the revolutionary idea of replacing traditional desktop CRM software with CRM in the cloud, making it accessible anytime from anywhere. Today, Salesforce’s innovative cloud platform is the world’s #1 CRM solution. With thousands of employees around the globe, Salesforce needed to find ways to connect with and empower their workforce to broadcast important company news. Salesforce employees were already active on social media; they just needed the right content, and a safe and easy way to share it. With what started as an event promotion strategy for Dreamforce - Salesforce’s annual conference - has now expanded to a company wide ambassador program with more than 7,000 members, accounting for nearly 700M impressions and over 750K shares. International offices are also creating unique, localized content that is relevant to their regions, further connecting micro-communities of Salesforce’s workforce. Tiffany Hsu, Manager of Social Media Marketing at Salesforce discusses topics such as: • What you need to know to launch and scale an employee advocacy program • What content resonates most with employees • How to ensure relevancy for global teams • How to expand your employee advocacy program across multiple marketing channels

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