Liz
Employee Advocacy Workshop
Employee Advocate Best Practices from the Experts
Liz Bullock
Founder & CEO, SASI
@lizbbull...
Agenda
Session 1 – Why Employee Advocacy
Chris Boudreaux @cboudreaux
Session 2 – How to Run an Employee Advocate Training
...
Why Employee Advocacy
Chris Boudreaux
Founder, Social Media
Governance
@cboudreaux
Session 1
@cboudreaux© Copyright 2014 by Chris Boudreaux
Why Employee Advocacy
@cboudreaux© Copyright 2014 by Chris Boudreaux
Social Media KPIs
Reach
Number of people opted-in to receive
content from t...
@cboudreaux© Copyright 2014 by Chris Boudreaux
Social media strongly impacts organic search engine
results
• Facebook Shar...
@cboudreaux© Copyright 2014 by Chris Boudreaux
Your marketing and communications teams can not
produce enough content
of B...
@cboudreaux© Copyright 2014 by Chris Boudreaux
Your professional communicators can not develop
relationships with all of y...
@cboudreaux© Copyright 2014 by Chris Boudreaux
Typical Employee Audience
5 – 10x the followers of the brand
2 – 10% overla...
@cboudreaux© Copyright 2014 by Chris Boudreaux
Social Media KPIs
Reach
Number of people opted-in to receive
content from t...
@cboudreaux© Copyright 2014 by Chris Boudreaux
Sales correlate with the total number of people who
advocate for a brand - ...
@cboudreaux© Copyright 2014 by Chris Boudreaux
Influencing conversations online requires a portfolio
approach that leverag...
@cboudreaux© Copyright 2014 by Chris Boudreaux
Social Media KPIs
Reach
Number of people opted-in to receive
content from t...
@cboudreaux© Copyright 2014 by Chris Boudreaux
Employees Create Traffic That Converts
Source: Susan Emerick, “IBM Select S...
@cboudreaux© Copyright 2014 by Chris Boudreaux
Customers trust your experts and
regular employees more than
anyone else in...
@cboudreaux© Copyright 2014 by Chris Boudreaux
People trust employees more than official brand
sources.
Survey Question
Re...
@cboudreaux© Copyright 2014 by Chris Boudreaux
People trust advertising from people they know
92%
70%
58%
50%
46 - 47%
40 ...
@cboudreaux© Copyright 2014 by Chris Boudreaux
Trust in Individual Journalists Catching News Brands
Source: https://www.li...
@cboudreaux© Copyright 2014 by Chris Boudreaux
Why Employee Advocacy
Reach
Engagement
Advocacy
Conversion
• Revenues corre...
How to Run an Employee
Advocate Training Program
Liz Bullock
CEO, Social Arts & Science
Institute (SASI)
@lizbbullock
Sess...
1. Build a business case and sell it in…
Executives are critical to the success of your social training program
• Our cust...
Tools to help identify active employees
• Most influential
employees
• Department
• Latest activity
• #Hashtags
• Content
...
2. Identify business objectives
• What business objectives are you trying to solve?
• Social media training objectives sho...
3. Build training content tied to objectives
Risk
Mitigation
Activate
employees
for a better
business
Risk Mitigation
Acti...
4. Balance between the “what”
and “how”
25
What How
• Relevant strategies and framework to
stand the “test of time”
• Comp...
5. Package your program
• McDonald’s Training Center of
Excellence: Hamburger University
• Sprint Ninja Program with top
a...
6. Tie the right metrics to the journey
27
Adoption
Awareness
TIME
Results
EMPLOYEEBEHAVIORCHANGE
Business Results:
• Incr...
7. Use executives to drive program
awareness
• Launched Unconference with Dell’s
top 200+ social media employees to
announ...
8. Continue the conversation & ride
the bike
• Learning continues after employees leave the classroom
• Communicate throug...
9. Co-create with your best
employees
• Ask employees where they have questions and gaps
• Use rock star employees as exam...
10. Identify & reward small
courageous steps
• Product samples
• Networking events
• Inside out Speakers
• Awards – you tu...
Recap
1. Build a business case and sell it in…
2. Identify business objectives
3. Build training content tied to objective...
Case Study
EMC Data Protection Army
Jennifer Kirk
Principal Social Media
Engagement Lead
EMC, DPAD Division
@the_jenius
Se...
EMC Data Protection Opportunity
Where we started
• 5000 employees
• 300-400 engaged advocates
• Manual tracking
• Too many...
Steps to success
1. Identify goals
2. Invite employees
3. Engage with content & opportunities
4. Recognize & thank
5. Trac...
1. Identify Goals
• Share of voice
• Positive sentiment
• Advocate Marketing Value
• Peer-to-peer content distribution
• E...
2. Invite Employees in Phases
• Start with hand-raisers & known active employees (300-400)
• Advocate Experience orientati...
3. Engage with content &
opportunities
• Marketing content
• Division news & initiatives
• Events
#AdvocateU
Steps to thought leadership
Crawl Walk Run
One-click sharing of content
prepopulated by EMC DPAD
Use the prepopulated cont...
4. Recognize & thank advocates
Highlight top advocates
• Advocate of the Week, shout-out in
newsletters
Provide branded ap...
5. Track performance
Active advocates
Advocate activities
Audience engagements
Program AMV to date
320
5K
55K
$167K
#Advoc...
Thank you
Chris Boudreaux
@cboudreaux
Download now:
bit.ly/EmployeeAdvocate
New ebook
Liz Bullock
@lizbbullock
Jennifer Ki...
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Employee Advocacy Workshop Webinar

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Employees reach an audience that is 10 times greater than brand marketing and increase engagement with brand content by 8 times. For leading companies like EMC, powering employee advocates to increase awareness, amplify content and increase engagement, has become status quo. But how did they do it and what were the steps they took to get there?

Check out these slides from employee advocacy experts Liz Bullock, Chris Boudreaux, and Jennifer Kirk for proven best practices and step-by-step instructions to launch and sustain a successful employee Advocate Marketing program.

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  • http://irsmartt.com/2012/07/fortune-500-ceos-social-media/

  • Tools & Training

    Evolving how we provided AT&T Social Circle members with content
    Previously focused on email outreach
    The Hub provides a central location to access and share content
    Members can select social networks they want to link to the Hub
    Sharing is facilitated through the platform to the preferred network
    Tracking and analytics built-in
    Results and top-sharers for gamification, kudos and prizes
  • Employee Advocacy Workshop Webinar

    1. 1. Liz Employee Advocacy Workshop Employee Advocate Best Practices from the Experts Liz Bullock Founder & CEO, SASI @lizbbullock Jennifer Kirk Principal Social Media Engagement Lead, EMC @the_jenius Chris Boudreaux Founder, Social Media Governance @cboudreaux Nicole Alvino Co-Founder, SocialChorus @nalvino Advocate Marketing University #AdvocateU
    2. 2. Agenda Session 1 – Why Employee Advocacy Chris Boudreaux @cboudreaux Session 2 – How to Run an Employee Advocate Training Program Liz Bullock @lizbbullock Session 3 – Case Study: EMC Data Protection Army Jennifer Kirk @the_jenius Moderator Nicole Alvino @nalvino
    3. 3. Why Employee Advocacy Chris Boudreaux Founder, Social Media Governance @cboudreaux Session 1
    4. 4. @cboudreaux© Copyright 2014 by Chris Boudreaux Why Employee Advocacy
    5. 5. @cboudreaux© Copyright 2014 by Chris Boudreaux Social Media KPIs Reach Number of people opted-in to receive content from the brand Engagement Audience interactions with content published Advocacy Audience redistribution of content Conversion Business outcomes achieved
    6. 6. @cboudreaux© Copyright 2014 by Chris Boudreaux Social media strongly impacts organic search engine results • Facebook Shares • Backlinks • Facebook Total • Facebook Comments • Facebook Likes • Tweets Source: SearchMetrics. “Facebook and Twitter Shares Closely Linked with High Google Search Rankings”. 7 June 2012. www.searchmetrics.com. Most Influential Factors in Organic Search Performance
    7. 7. @cboudreaux© Copyright 2014 by Chris Boudreaux Your marketing and communications teams can not produce enough content of B2B content marketers find it difficult to produce enough content struggle with producing the kind of content that engages Source: Joe Pulizzi and Ann Handley.“B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends — North America. Marketing Profs and Content Marketing Institute, 2013. http://bit.ly/B2BBench. 2/3 50%
    8. 8. @cboudreaux© Copyright 2014 by Chris Boudreaux Your professional communicators can not develop relationships with all of your customers Your Marketing Team Your Experts Your Employees Your Customers
    9. 9. @cboudreaux© Copyright 2014 by Chris Boudreaux Typical Employee Audience 5 – 10x the followers of the brand 2 – 10% overlap with brand audience 20 – 30% greater diversity in the content shared
    10. 10. @cboudreaux© Copyright 2014 by Chris Boudreaux Social Media KPIs Reach Number of people opted-in to receive content from the brand Engagement Audience interactions with content published Advocacy Audience redistribution of content Conversion Business outcomes achieved
    11. 11. @cboudreaux© Copyright 2014 by Chris Boudreaux 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 attributed to changes in the number of people advocating 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 MonthlyChangeinSales Sources:
    12. 12. @cboudreaux© Copyright 2014 by Chris Boudreaux Influencing conversations online requires a portfolio approach that leverages employees INFLUENCE People trust experts and employees Experts and real employees earn more trust than corporate voices and executives HOMOPHILY Shared interests We all form relationships with people we perceive to be like ourselves EMPLOYEE DIVERSITY This is how you scale… But it conflicts with traditional marketer mentality of control
    13. 13. @cboudreaux© Copyright 2014 by Chris Boudreaux Social Media KPIs Reach Number of people opted-in to receive content from the brand Engagement Audience interactions with content published Advocacy Audience redistribution of content Conversion Business outcomes achieved
    14. 14. @cboudreaux© Copyright 2014 by Chris Boudreaux Employees Create Traffic That Converts Source: Susan Emerick, “IBM Select Social Eminence Program, 3Q 2012 Measurement Framework Pilot”. September 2012. Conversion Rate by Traffic Source IBM - 2012
    15. 15. @cboudreaux© Copyright 2014 by Chris Boudreaux Customers trust your experts and regular employees more than anyone else in your company.
    16. 16. @cboudreaux© Copyright 2014 by Chris Boudreaux People trust employees more than official brand sources. Survey Question Respondents who replied “extremely credible” or “very credible” to the following question: If you heard information about a company from one of these people, how credible would that information be? Employees Non-Employees Source: Edelman. “2012 Edelman Trust Barometer.” http://bit.ly/Edelman-2012.
    17. 17. @cboudreaux© Copyright 2014 by Chris Boudreaux People trust advertising from people they know 92% 70% 58% 50% 46 - 47% 40 - 42% Survey Question To what extent do you trust the following forms of advertising? Source: Nielsen Global Trust in Advertising Survey, Q3 2011. Trust Don’t Trust 92% 70% 58% 50% 47% 40% 33% 30%
    18. 18. @cboudreaux© Copyright 2014 by Chris Boudreaux Trust in Individual Journalists Catching News Brands Source: https://www.linkedin.com/today/post/article/20140615122404-2917863-10-surprises-from-the-reuters-institute-digital-news-report
    19. 19. @cboudreaux© Copyright 2014 by Chris Boudreaux Why Employee Advocacy Reach Engagement Advocacy Conversion • Revenues correlate with the total people advocating for a brand online • Your marketers can not create all the content you need • Social media drive organic search • 50% of product adoption is driven by people who like the same things, not “influence” • Customers trust employees more than any official brand source • Traffic generated by employees converts at greater rates than traffic generates by the brand
    20. 20. How to Run an Employee Advocate Training Program Liz Bullock CEO, Social Arts & Science Institute (SASI) @lizbbullock Session 2
    21. 21. 1. Build a business case and sell it in… Executives are critical to the success of your social training program • Our customers were on social: 10K+ conversations a day • Our employees were on social: 400+ mix active employees #AdvocateU
    22. 22. Tools to help identify active employees • Most influential employees • Department • Latest activity • #Hashtags • Content www.socialook.com www.followerwonk.com #AdvocateU
    23. 23. 2. Identify business objectives • What business objectives are you trying to solve? • Social media training objectives should ladder to company business objectives (sample) All employees Sales Customer Service Marketing Protect and consistent brand online Increase sales Cost Savings Customer Insights Deepening customer relationships Lead Generation Decrease online customer complaints Increase traffic to website Amplifying our story Thought Leadership Insights to improve products and services Cost efficient marcom vehicle #AdvocateU
    24. 24. 3. Build training content tied to objectives Risk Mitigation Activate employees for a better business Risk Mitigation Activation to be a more effective business • Policy (Dell Principles) • FTC training • Examples of how to disclose • #iwork4Dell • Employee roles • Resources, best practices • Actionable content • Scenario training (driver’s seat) • Provide “to do” list • Certification program • Survey: “Is content actionable?” #AdvocateU
    25. 25. 4. Balance between the “what” and “how” 25 What How • Relevant strategies and framework to stand the “test of time” • Company’s POV on best practices • Determine “must know” content • Tips on personal brand • Actionable training content • In-person, online, mobile, etc. • Determine tone • Scenarios to teach judgment • Writing exercises • Create excitement and dialogues #AdvocateU
    26. 26. 5. Package your program • McDonald’s Training Center of Excellence: Hamburger University • Sprint Ninja Program with top ambassadors being “black belts” • Dell’s Social Media and Community University: SMaC U 26 You don’t know SMaC. Until you have been Trained by SMaC U • Electronic and printable certificates sent to employees • Certified employees received e-signatures to tout certification • Internal • Employees avatars and Twitter backgrounds Example: Dell SMaC U Certification Program #AdvocateU
    27. 27. 6. Tie the right metrics to the journey 27 Adoption Awareness TIME Results EMPLOYEEBEHAVIORCHANGE Business Results: • Increase in website traffic • Increase in earned media value • Increased reach Adoption Results: • Total Brand Ambassadors • Total Employees Representing Online • Total Social Handle Requests (Governance) • Increase % of amplified content about brand Participation Results: • Total Registered • Total Attended Performance Results: • Survey data • Anecdotal feedback #AdvocateU
    28. 28. 7. Use executives to drive program awareness • Launched Unconference with Dell’s top 200+ social media employees to announce SMaC U • Michael Dell participated • CMO provided intro video • VP shared on internal Dell blog launch of SMaC University 28#AdvocateU
    29. 29. 8. Continue the conversation & ride the bike • Learning continues after employees leave the classroom • Communicate through email and internal social tools #AdvocateU
    30. 30. 9. Co-create with your best employees • Ask employees where they have questions and gaps • Use rock star employees as examples in training content • Pilot training classes with employees Why not crowd source? Use the wisdom of your employees #AdvocateU
    31. 31. 10. Identify & reward small courageous steps • Product samples • Networking events • Inside out Speakers • Awards – you tube socks • Certificates • Emails from VPs • Blog post #AdvocateU
    32. 32. Recap 1. Build a business case and sell it in… 2. Identify business objectives 3. Build training content tied to objectives 4. Balance between the “what” and “how” 5. Package your program 6. Tie the right metrics to the journey 7. Use executives to drive program awareness 8. Continue the conversation & ride the bike 9. Co-create with your best employees 10. Identify & reward small courageous steps #AdvocateU
    33. 33. Case Study EMC Data Protection Army Jennifer Kirk Principal Social Media Engagement Lead EMC, DPAD Division @the_jenius Session 3
    34. 34. EMC Data Protection Opportunity Where we started • 5000 employees • 300-400 engaged advocates • Manual tracking • Too many emails What we needed • Opt-in ability • Technology to scale, measure, & track trends • Increase the reach & efficiency of the program #AdvocateU
    35. 35. Steps to success 1. Identify goals 2. Invite employees 3. Engage with content & opportunities 4. Recognize & thank 5. Track performance & optimize #AdvocateU
    36. 36. 1. Identify Goals • Share of voice • Positive sentiment • Advocate Marketing Value • Peer-to-peer content distribution • Employee content creation • Measurement, insight & optimization #AdvocateU
    37. 37. 2. Invite Employees in Phases • Start with hand-raisers & known active employees (300-400) • Advocate Experience orientation & training webinar Phase 1 • Apply learnings from Phase 1 to optimize experience, content, and training • Finalize orientation training and embed video in platform • Scale – Invite 1,500+ more selected employees • Roll out to all data protection employees • Training video in platform • Leverage more recruitment channels: events, Jive, etc. Phase 2 Phase 3 #AdvocateU
    38. 38. 3. Engage with content & opportunities • Marketing content • Division news & initiatives • Events #AdvocateU
    39. 39. Steps to thought leadership Crawl Walk Run One-click sharing of content prepopulated by EMC DPAD Use the prepopulated content provided and customize it with your thoughts, hashtags or mentions Create and curate your own relevant content and share across your channels #AdvocateU
    40. 40. 4. Recognize & thank advocates Highlight top advocates • Advocate of the Week, shout-out in newsletters Provide branded apparel • T-shirts Contests #AdvocateU
    41. 41. 5. Track performance Active advocates Advocate activities Audience engagements Program AMV to date 320 5K 55K $167K #AdvocateU
    42. 42. Thank you Chris Boudreaux @cboudreaux Download now: bit.ly/EmployeeAdvocate New ebook Liz Bullock @lizbbullock Jennifer Kirk @the_jenius Nicole Alvino @nalvino

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