Employee to Advocate: Mobilize Your Team to Share Your Brand Content


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Your employees can help you reach an audience on social media that is 10x larger than what your brand is currently reaching. Many of your employees are willing, if not already sharing, your brand content. That’s why leading brands like Whole Foods Market are rolling out employee Advocate Marketing programs to power employees to voluntarily share the brand content with customers on social.

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  • Natanya – Can you bold KPIs most important to Whole Foods?
  • Employee to Advocate: Mobilize Your Team to Share Your Brand Content

    1. 1. From Employee to Advocate: Mobilize Your Team to Share Your Brand Content #SMTLive
    2. 2. #SMTLive 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. Twitter: @nalvino Denise Holt. A leading voice in Social Media Strategy & Social Intelligence Solutions, and Host of the Social Business Helpline Podcast. CEO and Founder of Social Intel, Inc., Denise Holt is a social business speaker, author, trainer and strategy consultant, with comprehensive insight as an educator in the area of Brand Advocacy / Employee Advocacy programs and internal and external corporate communications. An entrepreneur since her early twenties, Denise has co- founded and operated businesses ranging from local service companies to global commercial importing. @DeniseHolt1 Natanya Anderson Director, Social Media and Digital Marketing at Whole Foods Market. @NatanyaP Paul Dunay, moderator, 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: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
    3. 3. Increase trust & engagement with employee advocates 52% consumers that trust an ‘average employee’ (30% increase between 2009 and 2014) 2014 Edelman Trust Barometer 8X content shared by employees receives 8x the engagement of content on brand channels
    4. 4. Team members tell the story online Opportunity: Getting passionate team members to voluntarily share their offline stories online Goals: • 300 active team members • 10K+ social actions • $35K Advocate Marketing Value (AMV)
    5. 5. Steps to success 1. Align program goals to business objectives 2. Start with a social media policy 3. Get leadership buy-in (identify a champion) 4. Create a content & engagement plan 5. Identify most social team members
    6. 6. 1. Align program goals to business objectives Increase the metrics that matter: • Engagement • Awareness • Website Traffic • Employee engagement • Thought leadership • Morale
    7. 7. 2. Start with a social media policy • Mitigate risk • FTC compliance (#WFTeamMember) • Avoid using marketing jargon • Make sure it’s clear that participation is voluntary • Provide resources & best practices
    8. 8. 3. Get leadership buy-in • Leadership will help drive program awareness & adoption • Employees more likely to participate with leadership involvement
    9. 9. 4. Create a content & engagement plan • Provide a variety of content & opportunities • Monitor & optimize content performance • Identify method for ongoing communication (weekly email, intranet)
    10. 10. 5. Identify most social employees & champions • Most active team members on social • Identify team members and leaders to champion program in their stores