LEWIS Global Communications is a global marketing and communications agency that specializes in helping businesses overcome the four top challenges brands face today: awareness, demand, adoption and advocacy. With over 600 employees across 27 global offices, they pride themselves on having a highly connected team of brand storytellers who can speak to the strategic goals of the company, showcase its values and live its mission. The brand took storytelling to the next level when they launched Employee Activate, to assist clients with developing employee advocacy programs that motivate employees to share the brand’s story. Employee Activate also gave LEWIS a way to strengthen their own team’s storytelling abilities and highlight their own, internal voices. "From a content perspective it's critical to train your employees to be storytellers and build a content plan for them that is more human, yet aligned to the larger brand narrative," says Michael Brito, Head of US Digital Marketing at LEWIS. • How to establish employee advocacy policies and workflows • How to manage employee-driven content • How to integrate stories across paid, earned and owned media • How to define key performance indicators and measure success Michael Brito is the Head of US Digital Marketing for LEWIS Global Communications. He is a published author, TEDx speaker, and an Adjunct Professor at San Jose State University. His latest book, “Participation Marketing: Unleashing Employees to Participate and be Brand Storytellers” is set to release in 2017.

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A Quick Question For You:
How would you characterize your
employees participation on social media?

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Why Company Communications And
Employee Advocacy Matter
Now More Than Ever

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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.

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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.
Informed employees are more productive, engaged, and more likely to become
advocates for your brand.

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Why Should Organizations Prioritize
Employee Advocacy and Storytelling Today?

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The Market Opportunity For Employee Advocacy
92%of consumers say peer recommendations are their most
credible source of brand information
SOURCE: Acquity Group, Boston Consulting Group, SNCR
of B2B business decision makers do research before buying, seeking
colleagues POVs and making purchase decisions
94%
EMPLOYEES
(EXECS, SUBJECT MATTER EXPERTS, AMBASSADORS)
AWARENESS
PURCHASE
New business requirements are forcing change

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Employee Advocacy Helps Brands
o Engage in a multi-stakeholder conversation
o Use new mediums to innovate at faster speeds
o Humanize your brand and communicate with empathy
o Empower employees with the right content at the right time

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How Can Employee Advocacy Programs
Promote Brand Storytelling?

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Where Does Employee Advocacy Fit Into Brand Storytelling?
Community Engagement & Measurement
Build a social governance model to ensure all content / ads are within brand / FTC guidelines,
listen and respond; Monitor, track, report and escalate all conversations as needed.
Narrative Development or
Campaign Strategy
Deliver an editorial and creative
framework to reach the right
audience using content best
practices and community
engagement.
Audience Intelligence
Stakeholder
Engagement
Empower, train and mobilize
employees, customers and
channel partners to participate
and tell the brand story.
Channel Strategy
Build a channel and media
strategy based on audience
segmentation, native social
platform capabilities and user
functionality.
Paid Media
Use analytics to determine the
best targeting on social channels
based on audience behaviors and
conversations – where they spend
their time and what media outlets
the “like”, “follow” and “talk
about.”

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How Should Companies Get Started
With Brand Storytelling?

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Delivering an amazing employee experience should be
the focal point of all programs and activations. Making
that experience memorable, and more importantly,
convenient for employees to share content, is critical.
The content itself must not only tell a good story but also
be relevant to the brand, product or business priority. It
should resonate with what employees care about and
align with their passions.
In order to determine success of employee programs,
there must be a framework establishing what to measure
and how to measure it.
Defining The Guiding Principles

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The Operations Of Employee Advocacy
GOALS & OBJECTIVES
What exactly do we want to
achieve with our program? Does
it align to our marketing and
business goals?
PROGRAM LOGISTICS
How long will the program last?
What do we call our program?
SELECTION CRITERIA
Who do we want as our
advocates? How do they join the
program? Is there a criteria?
SOCIAL MEDIA POLICY
Do we have a policy in place
that protects the brand and
empowers our employees?
BRANDED CONTENT
What do we want our
advocates to say and does it
align with our content
strategy?
TECHNOLOGY SELECTION
Do you have the right
technology for our program?
Can it scale long term as the
program grows?
STAKEHOLDER
COLLABORATION
Are all of our internal
stakeholders involved – legal,
brand, IT, etc.?

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What’s the Best Way to Motivate
Different Teams and Departments to
Advocate For the Brand?

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Identify Employee Segments, Desired Behavior And Channels
EXECUTIVES
SALES
CHAMPIONS
SUBJECT MATTER
EXPERTS (SME)
CONTENT TYPES
Industry & Thought
Leadership
Brand product and other
IT related topics
Industry & Thought
Leadership
Pre-created content from
brand and marketing,
thought leadership,
cultural, job openings
CHANNELS
Executive branded Twitter handle,
branded blogs, LinkedIn (blogs &
influencers) engagement in
industry forums, bylines
SME branded Twitter
handle, community,
engagement in industry
forums
Branded LinkedIn profile
and/or personal social
channels
Personal social channels
ACTION
Content
Creation
Content
Creation
Shares
Shares

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What’s the Most Effective Way to Train
Employees to Advocate for the Brand and
Share Brand Stories?

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CONTENT
CREATORS
CONTENT
CREATORS
CONTENT
CREATORS
CONTENT
CREATORS
CONVERSATIONALIST
LISTENERS
Low
Participation
High
Participation Create a training curriculum with a focus on
thought leadership, long-form content, blogging,
videos, podcasting, webinars and events.
Create a training curriculum with a focus on best
practices of community engagement and provide
value-add content for maximum participation.
Create a training curriculum with a focus on how to
use tools to listen to brand and industry related
conversations.
Build Training Curriculum Addressing Levels Of Participation
5
min
15
min
30
min
QUICK GUIDES
What can you do in social if you only had:

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What’s the Best Way to Create Brand
Content for Employees to Share?

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Ensure that employee content aligns (either directly or
indirectly) with the broader brand story, industry topic
discussion, event or initiative.
Build editorial calendar so that content can be planned in
advance and aligned with other initiatives in market.
Content should be anchored in one or more of the
following core values – utility, education, entertainment,
access, emotion, exclusivity, information and promotions.
Enable participation through smart technology
deployments (make it EASY for employees to participate).
Mobile integration is critical for adoption and growth.
Activate Employees With Strategic Calls To Action

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How Can Employees Tell Their Own,
Unique Stories Using Brand Content?

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Align Employee Narrative With Brand Story
Insights from audience analysis
Determine “winnable moment” – what’s the core idea?
Employees are the hero
of the story
Employees are a character
in a broader story
Employees comment
on a story
Data and insights extracted from
the analytics will be used to
inform a strategic framework and
social narrative.
The strategic framework will
inform all content creation and
creative assets.
An editorial and creative
framework that categorizes
content based on guidelines and
the brand criteria.
Content categories

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What Types of Brand Stories and
Content Are the Most Successful?

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Ensure Content Adds Value
UTILITY
Helps me “do”
something or solves a
problem
EDUCATION
Makes me smarter
about a topic or
subject
ENTERTAINMENT
Makes me laugh
and inspires me to
be happy
ACCESS
Connects me to others
that share the same
passions
EMOTION
Elicits a passionate
reaction that
empowers me
EXCLUSIVITY
Makes me feel special
and emotionally
vested
INFORMATION
Current news, views
and insider
information
PROMOTIONS
Give me rebates and
product related
promotions

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Dynamic Signal Works With The World’s Leading Companies

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Coming Soon!
The New Book By Michael Brito
PARTICIPATION MARKETING
Visit participation.marketing to get notified when it’s avail