In this presentation, Rob Rubinoff, Manager, Social & Interactive Strategy at C Spire, discusses how C Spire empowers their workforce to share their brand story and nurture leads on social media.

1. How C Spire Employees Engage with
Consumers Through Employee Advocacy

2. 2
#EngageU
Lee Diaz
Director of Strategy and
Solutions at SocialChorus
@LeeDiaz24
How C Spire Employees Engage with Consumers
Through Employee Advocacy
Rob Rubinoff
Social & Interactive Strategy at
C Spire
@robrubinoff

3. 3
SocialChorus surveyed 1,000
employees from enterprise
companies.
#EngageU

4. 4
Workplace Communication Needs to Improve
Both employees and managers agree that there isn’t enough
effective communication internally.
• 94% of employees want to hear more about what is going on from
leadership
• 68% of executives believe they do a “good” job of communicating
#EngageU
…Only 21% of employees agree

5. 5
When employees are engaged and
well-informed, they will engage and
inform their network.
#EngageU

6. 6
Employee Engagement Leads to Employee Advocacy
Employees who feel connected with the brand are also more
empowered to advocate for the brand.
• 93% of employees say they would be good at advocating for the
brand
• 87% of employees see the career benefits of advocating for the brand
#EngageU

7. 7
Why Don’t Employees Already Advocate?
• 55% of employees don’t share about the brand
because they are worried they’ll get in trouble
• 44% of employees don’t know what information
they can and can’t share
#EngageU

8. 8
Why Leadership May Push Back on Employee Advocacy

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What inspired C Spire to get started
with employee advocacy?
#EngageU

10. 10
Employee Advocacy Connects Employees with Buyers
• C Spire wanted to find a way to reach
buyers who were doing research online
• Employee advocacy connects C Spire
employees to potential customers
• When employees share about the brand,
products and the latest tech
advancements, it gives a “human voice”
to C Spire
#EngageU

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#EngageU
“A lot of what we focused on in
launching an employee advocacy
program was authenticity. Social media
is one of the only consumer touch points
that customers have after a sale and we
want it to be a human experience.”Rob Rubinoff
Social & Interactive Strategy at
C Spire
@robrubinoff

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How did C Spire get started
launching their employee
advocacy program?

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4 Steps to Launching an Employee Advocacy Program
1. Get internal buy-in from leadership, human
resources, legal, sales and marketing
2. Raise awareness for the program internally to
recruit employees to join
3. Provide training to employees on employee
advocacy and social media
4. Engage employees with relevant and compelling
content to read and share
#EngageU

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How did C Spire recruit employee
advocates to join the program?

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How C Spire Recruited Employees to Join the Program
• Announce at all-hands meetings
• Send out company-wide email
invites
• Promote on internal company
blog
• Signing employees up at face-
to-face meetings
#EngageU

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How did C Spire get leadership
involved in the employee advocacy
program?

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How C Spire Leadership Gets Involved with Employee Advocacy
• While not all C Spire executives are on social
media, they wanted to engage employees
to share
• The C Spire marketing team helped get
executives signed up on social media
• Leadership from multiple departments, like
retail, helped get the word out to employees
#EngageU

18. 18
How does C Spire engage
employees with content?

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C Spire Engages Employees with Brand & Industry Content
• Employee generated content, like
Instagram pictures and blog posts
• Updates about corporate social
responsibility initiatives
• Brand content, like new customer updates,
C Spire event announcements and product
launches
• Industry news, trends and best practices
#EngageU

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How does C Spire measure the
business impact?

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C Spire: Employee Engagement = Consumer Engagement
• 90% of employee advocates are
engaged with the program
• 70% of employee advocates are
active on weekly basis
• Employees have driven 4 million social
impressions & 8,000 audience
engagements
#EngageU

22. 22
Measure Program Impact
ConnectPromoteAggregate MeasureShare

23. 23
#EngageU
Lee Diaz
Director of Strategy and
Solutions at SocialChorus
@LeeDiaz24
How C Spire Employees Engage with Consumers
Through Employee Advocacy
Rob Rubinoff
Social & Interactive Strategy at
C Spire
@robrubinoff

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The use of mobile to
accomplish everyday tasks is
increasing — especially for
working professionals.
#EngageU

25. 25
Create a Consumer Experience for Employees
Employee communication strategies that adapt to consumer
expectations work better. The majority of your workforce wants
to receive company information via a mobile app.
• 82% of Millennials
• 76% of Gen X
• 54% of Baby Boomers
#EngageU

26. 26
Be Better Connected
We believe connection
drives engagement,
productivity and
advocacy for modern
enterprises.

27. 27
#EngageU
Lee Diaz
Director of Strategy and
Solutions at SocialChorus
@LeeDiaz24
How C Spire Employees Engage with Consumers
Through Employee Advocacy
Rob Rubinoff
Social & Interactive Strategy at
C Spire
@robrubinoff

28. 28
Interested in Learning More?
#EngageU
Download our ebook
The New Rules of Employee Advocacy:
The 2015 Enterprise Employee Engagement Report
http://bit.ly/2015-employee-advocacy-report
Register for our Upcoming Webinar: October 8
7 Lessons from the Big Dog in Employee
Engagement & Advocacy: Nestle Purina’s
Learnings from Year One
http://bit.ly/7-lessons-from-nestle-purina

29. Thank you!