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EMPLOYEE
ADVOCACY &
ENGAGEMENT
THE ROUNDTABLE SERIES
HOSTED BY
KARYN COOKS | MODERN MARKETING
KARYNCOOKS.COM
EMPLOYEE ADVOCACY ROUNDTABLE
FACILITATOR:
KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM
APRIL 12, 2016 | FEATURED GUESTS
J...
KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM
DEFINING EMPLOYEE ADVOCACY
KARYNCOOKS.COM
IT CAN TAKE ON DIFFERENT FORMS
DEPENDING ON THE ORGANIZATION
OR INDUSTRY. AT ITS CORE IS
ENGAGING EMPLOYEES...
KARYNCOOKS.COM
IT'S NOT JUST ABOUT AMPLIFYING A
MESSAGE. IT'S ABOUT EMPOWERING
EMPLOYEES BY PROVIDING THEM
WITH AN OPPORTU...
KARYNCOOKS.COM
IT'S ABOUT GETTING THE RIGHT
INFORMATION INTO THE HANDS OF
THE RIGHT PEOPLE, IN AN
ENGAGING AND SHAREABLE W...
KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM
WHO OWNS THE EMPLOYEE
ADVOCACY MISSION?
MARKETING IS OFTEN THE
FIRST TO RAISE THEIR HAND
BECAUSE TRADITIONAL SOCIAL
TACTCS AREN'T WORKING AS
WELL ANYMORE. BUT YOU...
NO MATTER HOW YOU COME
INTO THE ORGANIZATION,
EVERYONE NEEDS TO BE
INVOLVED AT SOME POINT.
EXECUTIVE, MARKETING,
COMMS, H....
GETTING AS MUCH
INVOLVEMENT AS POSSIBLE
FROM COMMUNICATIONS, H.R,
I.T. IS IMPORTANT.
THE BRANDS THAT HAVE BEEN
MOST SUCCES...
KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM
THE DEMOGRAPHIC STORY
PEOPLE CURRENTLY CONTROLLING & INSTALLING
BUDGETS AREN'T DIGITAL NATIVES. 67% OF THE
GLOBAL WORKFORCE ARE DIGITAL NATIVES
...
IT'S A NEW CULTURE AND WE NEED A
CULTURAL SHIFT. YOU HAVE TO OFFER
YOUR EMPLOYEES AND YOUR CUSTOMERS
CONTENT AND MESSAGING...
80% OF THE ADVOCATES WE SURVEYED
SAID THEY'RE USING SOCIAL TOOLS TO
COLLABORATE AND SHARE INTERNALLY ...
BUT ... ONLY 17% ...
KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM
CLIENT VS. EMPLOYEE PROGRAMS
CONSUMERS ARE LOOKING
ONLINE, AT SOCIAL, FOR
PRODUCT AND SERVICE
EXPERIENCE REVIEWS SO THE
FOCUS IS ON EXTERNAL
ADVOCATES....
CONSUMERS ARE LOOKING
ONLINE, AT SOCIAL, FOR
PRODUCT AND SERVICE
EXPERIENCE REVIEWS SO THE
FOCUS IS ON EXTERNAL
ADVOCATES....
WRITE TO US
karyn@karyncooks.com
SHARE
Share with your team.
KARYNCOOKS.COM
Let's get started.
TALK TO US
KARYN COOKS | MO...
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What is Employee Advocacy? | April 2016 Roundtable Highlights

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Get up to speed on some of the basics around Employee Advocacy, with expert commentary from my panelists Julio Viskovich (rFactr), James Nickerson (Dynamic Signal), and Aubrey Littleton (Altimeter Group.) You'll find highlights from our April 2016 discussion here.

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What is Employee Advocacy? | April 2016 Roundtable Highlights

  1. 1. EMPLOYEE ADVOCACY & ENGAGEMENT THE ROUNDTABLE SERIES HOSTED BY KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM
  2. 2. EMPLOYEE ADVOCACY ROUNDTABLE FACILITATOR: KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM APRIL 12, 2016 | FEATURED GUESTS JAMES NICKERSON DYNAMIC SIGNAL AUBREY LITTLETON ALTIMETER GROUP JULIO VISKOVICH RFACTR
  3. 3. KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM DEFINING EMPLOYEE ADVOCACY
  4. 4. KARYNCOOKS.COM IT CAN TAKE ON DIFFERENT FORMS DEPENDING ON THE ORGANIZATION OR INDUSTRY. AT ITS CORE IS ENGAGING EMPLOYEES WITH VALUABLE CONTENT THAT MAKES THEM BETTER INFORMED AND WILLING TO SHARE WITH THEIR NETWORKS. IT'S ENABLING YOUR EMPLOYEES TO AMPLIFY YOUR MESSAGES WITH PRIDE. AUBREY LITTLETON, ALTIMETER KARYN COOKS | MODERN MARKETING
  5. 5. KARYNCOOKS.COM IT'S NOT JUST ABOUT AMPLIFYING A MESSAGE. IT'S ABOUT EMPOWERING EMPLOYEES BY PROVIDING THEM WITH AN OPPORTUNITY TO GROW PERSONALLY AND PROFESSIONALLY. IT SHOULD BE A MUTUALLY BENEFICIAL MESSAGE FOR THE EMPLOYEES AND THE BRAND. THAT'S THE WAY TO GET PEOPLE EXCITED ABOUT IT. JULIO VISKOVICH, RFACTR KARYN COOKS | MODERN MARKETING
  6. 6. KARYNCOOKS.COM IT'S ABOUT GETTING THE RIGHT INFORMATION INTO THE HANDS OF THE RIGHT PEOPLE, IN AN ENGAGING AND SHAREABLE WAY. MORE AND MORE WE'RE SEEING THE EMPLOYEE ADVOCACY TOOL USED AS AN INTERNAL COMMS TOOL. JAMES NICKERSON, DYNAMIC SIGNAL KARYN COOKS | MODERN MARKETING
  7. 7. KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM WHO OWNS THE EMPLOYEE ADVOCACY MISSION?
  8. 8. MARKETING IS OFTEN THE FIRST TO RAISE THEIR HAND BECAUSE TRADITIONAL SOCIAL TACTCS AREN'T WORKING AS WELL ANYMORE. BUT YOU NEED BUY IN FROM H.R. TO HELP COMMUNICATE THE VALUE BACK TO YOUR EMPLOYEES ... CLARIFY WHAT'S IN IT FOR THEM. JULIO VISKOVICH, RFACTR KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM
  9. 9. NO MATTER HOW YOU COME INTO THE ORGANIZATION, EVERYONE NEEDS TO BE INVOLVED AT SOME POINT. EXECUTIVE, MARKETING, COMMS, H.R., CUSTOMER SUCCESS. START WITH A SMALL PILOT PROGRAM AND THEN EXPAND. JAMES NICKERSON, DYNAMIC SIGNAL KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM
  10. 10. GETTING AS MUCH INVOLVEMENT AS POSSIBLE FROM COMMUNICATIONS, H.R, I.T. IS IMPORTANT. THE BRANDS THAT HAVE BEEN MOST SUCCESSFUL HAVE BEEN CENTERED IN A STRONG INTERNAL COMMS PROGRAM. AUBREY LITTLETON, ALTIMETER KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM
  11. 11. KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM THE DEMOGRAPHIC STORY
  12. 12. PEOPLE CURRENTLY CONTROLLING & INSTALLING BUDGETS AREN'T DIGITAL NATIVES. 67% OF THE GLOBAL WORKFORCE ARE DIGITAL NATIVES UNDER 30 YEARS OLD. THEY'VE ALWAYS HAD EMAIL AND SOCIAL MEDIA. WE HAVE TO START LETTING EMPLOYEES TALK TO EACH OTHER THE WAY THEY TALK TO EACH OTHER OUTSIDE THEIR WORK LIFE. KARYNCOOKS.COMKARYN COOKS | MODERN MARKETING JAMES NICKERSON, DYNAMIC SIGNAL
  13. 13. IT'S A NEW CULTURE AND WE NEED A CULTURAL SHIFT. YOU HAVE TO OFFER YOUR EMPLOYEES AND YOUR CUSTOMERS CONTENT AND MESSAGING IN THE WAYS THEY WANT TO RECEIVE AND SHARE IT. IF YOU AVOID THAT PIECE YOU'LL QUICKLY GO THE WAY OF THE DINOSAUR. KARYNCOOKS.COMKARYN COOKS | MODERN MARKETING JULIO VISKOVICH, RFACTR
  14. 14. 80% OF THE ADVOCATES WE SURVEYED SAID THEY'RE USING SOCIAL TOOLS TO COLLABORATE AND SHARE INTERNALLY ... BUT ... ONLY 17% SAID EMPLOYERS WERE PROVIDING TOOLS TO FACILITATE THAT. THAT'S A HUGE MISSED OPPORTUNITY. KARYNCOOKS.COMKARYN COOKS | MODERN MARKETING AUBREY LITTLETON, ALTIMETER
  15. 15. KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM CLIENT VS. EMPLOYEE PROGRAMS
  16. 16. CONSUMERS ARE LOOKING ONLINE, AT SOCIAL, FOR PRODUCT AND SERVICE EXPERIENCE REVIEWS SO THE FOCUS IS ON EXTERNAL ADVOCATES. FOR SOME B2B IT'S IMPORTANT TO ACTIVATE INTERNALLY FIRST, THEN USE THAT MOMENTUM TO BUILD EXTERNALLY. KARYNCOOKS.COMKARYN COOKS | MODERN MARKETING JULIO VISKOVICH, RFACTR
  17. 17. CONSUMERS ARE LOOKING ONLINE, AT SOCIAL, FOR PRODUCT AND SERVICE EXPERIENCE REVIEWS SO THE FOCUS IS ON EXTERNAL ADVOCATES. FOR SOME B2B IT'S IMPORTANT TO ACTIVATE INTERNALLY FIRST, THEN USE THAT MOMENTUM TO BUILD EXTERNALLY. KARYNCOOKS.COMKARYN COOKS | MODERN MARKETING JULIO VISKOVICH, RFACTR
  18. 18. WRITE TO US karyn@karyncooks.com SHARE Share with your team. KARYNCOOKS.COM Let's get started. TALK TO US KARYN COOKS | MODERN MARKETING WATCH THE FULL DISCUSSION

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