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Employee Advocacy:
Mobilizing Employees to Tell the Brand Story
Contextualizing the Marketplace 1:9:90
1% CREATE CONTENT
1
Influencers
This group drives the conversation about a
specific...
What’s the Market Opportunity for Employee Advocacy?
92%of consumers say peer
recommendations are
their most credible
sour...
New Business Requirements are Forcing Change
TODAY’SNEWENVIRONMENT
REQUIREMENTS
INTERNAL EXTERNAL
MANAGE MORE EFFICIENT
AN...
The Impact of Employee Advocacy
DRIVE
BRAND AWARENESS
CHANGE
BRAND PERCEPTION
SOLVE
CUSTOMER
SUPPORT ISSUES
EDUCATE
EXISTI...
Stakeholder Value - Internal and External
SALES & REVENUE
BRAND ADVOCACY (WOM)
INSIGHTS & FEEDBACK
THOUGHT LEADERSHIP
CUST...
The Brand Advocacy Spectrum
AMBASSADORS
CUSTOMER ADVOCATES
EMPLOYEE ADVOCATES
INFLUENCERS
• Paid influencers
• Can be foun...
The Value Proposition
What’s in it for the
BRAND?
Content creation
Reach new audiences w/ trusted,
branded content
Trusted...
General Types of Employee Programs
BRAND AMPLIFICATION
This program involves sharing “branded” messages and content with e...
Brand Amplification
Join the conversation: #MarketingMile13 @Britopian
Brand Journalism
The Coca-Cola Journey site
launched in 2013 with a focus on
telling stories related to business,
innovati...
Blending Internal and External Engagement
Internal Internal
Proactive employee
advocacy community that
shares and engages ...
Where Does Employee Advocacy Fit into Brand Storytelling?
Community Engagement & Measurement
Build a social governance mod...
Activating Employees
to Shape The Brand Story
PLAN IDENTIFY
ACTIVATEAMPLIFY
EMPLOYEE
ADVOCACY
PLAN IDENTIFY
ACTIVATEAMPLIFY
EMPLOYEE
ADVOCACY
Delivering an amazing employee experience should be
the focal point of all...
PROGRAM
LOGISTICS
How long will the program
last? What do we call our
program?
STAKEHOLDER
COLLABORATION
Are all of our in...
Identifying Employee Segments, Behaviors and Channels
EXECUTIVES
SALES
CHAMPIONS
SUBJECT MATTER
EXPERTS (SME)
CONTENT TYPE...
CONTENT
CREATORS
CONTENT
CREATORS
CONTENT
CREATORS
CONTENT
CREATORS
CONVERSATIONALIST
LISTENERS
Low
Participation
High
Par...
PLAN IDENTIFY
ACTIVATEAMPLIFY
EMPLOYEE
ADVOCACY
Ensure that employee content aligns (either directly or
indirectly) with t...
Align Employee Narratives with Brand Story
Insights from audience analysis
Determine “winnable moment” – what’s the core i...
Ensure Content Adds Value
UTILITY
Helps me “do”
something or solves
a problem
EDUCATION
Makes me smarter
about a topic or
...
Make It Easy for Employees to Participate
How It Works
Mobile
Notification
Company
News Feed
Sharing
Interface
Join the conversation: #MarketingMile13 @Britopian
PLAN IDENTIFY
ACTIVATEAMPLIFY
EMPLOYEE
ADVOCACY
Integrate employee-generated stories and content across
the broader digita...
Frequent and Consistent Storytelling is Critical
SUCCESSFUL ADVERTISING BY THOMAS SMITH (SLIGHTLY MODIFIED)
The 1st time p...
Integrated Employee and Branded Content
PAID
MEDIA
SHARED
MEDIA
OWNED
MEDIA
EARNED
MEDIA
Your
Employees
Surround sound you...
An Example Customer Journey
Google Search (unbranded,
industry term).
Industry related technology
discussion
(i.e. data ce...
Determining the Right Measurement Framework
Trackable metrics at every level, from impressions to clicks to sales.
Dynamic...
www.lws.co/mile13
Register for our next “Marketing at Mile 13” webcast:
Marketing at Mile 13 - Webcast Series
Thank You
Michael Brito
SVP San Francisco, Head of US Digital Marketing
@Britopian
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Why Employee Advocacy is Critical for Your Business

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Smart brands are activating employees to reach new audiences in social, extend the reach of organic content and humanize their brand. Many refer to this as employee advocacy. We call it employee storytelling and the reason is simple - employees tell better stories than you do. Their voices are trusted among their peers and they already participate in industry conversations with your customers.

In this presentation, learn why employee advocacy is a critical piece of your marketing stack, understand the data that proves this and find out how to develop a communications blueprint that will help launch an effective program.

For a full recording, visit www.lws.co/mile13

Published in: Marketing

Why Employee Advocacy is Critical for Your Business

  1. 1. Employee Advocacy: Mobilizing Employees to Tell the Brand Story
  2. 2. Contextualizing the Marketplace 1:9:90 1% CREATE CONTENT 1 Influencers This group drives the conversation about a specific topic. When they create content, others listen. 9% SHARE & REPACKAGE 9 Advocates This group curates, contextualizes and re- packages influencer content. They provide their own point of view. 90% LISTEN & LEARN 90 Enthusiasts This is the broader market. They rely heavily on word-of-mouth, peer recommendations and Google search. Join the conversation: #MarketingMile13 @Britopian
  3. 3. What’s the Market Opportunity for Employee Advocacy? 92%of consumers say peer recommendations are their most credible source of brand information of people find "people like yourself & employees of a company” credible and trustworthy when seeking information about a product 67% of business pros & ITDMS participate and engage with colleagues and peers within social media 65% SOURCE: Acquity Group, Boston Consulting Group, SNCR of B2B business decision makers do research and seek colleagues’ POVs before making purchase decisions 94% EMPLOYEES (EXECS, SUBJECT MATTER EXPERTS, AMBASSADORS) Join the conversation: #MarketingMile13 @Britopian
  4. 4. New Business Requirements are Forcing Change TODAY’SNEWENVIRONMENT REQUIREMENTS INTERNAL EXTERNAL MANAGE MORE EFFICIENT AND EFFECTIVE INFORMATION MANAGEMENT PROCESSES Harness the massive amount of available content and data to rethink and re-equip business operations ENGAGE IN A MULTI- STAKEHOLDER CONVERSATION Use new mediums to communicate with a wider, multi- faced set of stakeholders – influencers, media and customers INNOVATE AT FASTER SPEEDS Focus business efforts on innovation rather than continued improvement in order to stay relevant HUMANIZE YOUR BRAND In a world where marketing is driven by data and content, brands must learn to communicate with empathy EMPOWER EMPLOYEES Equip employees with the right content at the right time in order to increase brand impact EMBRACE THE RISE OF THE INDIVIDUAL Whether you are a B2B or B2C company, it’s important to remember “people buy from people.” It’s vital to sync the internal with the external Join the conversation: #MarketingMile13 @Britopian
  5. 5. The Impact of Employee Advocacy DRIVE BRAND AWARENESS CHANGE BRAND PERCEPTION SOLVE CUSTOMER SUPPORT ISSUES EDUCATE EXISTING CUSTOMERS PROVIDE INSIGHTS FOR INNOVATION INFLUENCE PEERS TO BUY FILL THE SALES PIPELINE Join the conversation: #MarketingMile13 @Britopian
  6. 6. Stakeholder Value - Internal and External SALES & REVENUE BRAND ADVOCACY (WOM) INSIGHTS & FEEDBACK THOUGHT LEADERSHIP CUSTOMER SUPPORT SOCIAL SELLING STRATEGIC PLANNING TRAINING & DEVELOPMENT SOCIAL ENABLEMENT & TECHNOLOGY HAPPY EMPLOYEES HIGH MORALE & PRODUCTIVITY ARMY OF BRAND CHAMPIONS ORGANIZATIONAL READINESS TRUSTED, CONTENT AMPLIFICATION ENGAGEMENT, BRAND LOVE ACTIVATION, MEDIA INTEGRATION 1 2 3 4 EMPLOYEES CUSTOMERSBRAND Join the conversation: #MarketingMile13 @Britopian
  7. 7. The Brand Advocacy Spectrum AMBASSADORS CUSTOMER ADVOCATES EMPLOYEE ADVOCATES INFLUENCERS • Paid influencers • Can be found and hired through ambassador networks • High influence in various verticals • Share content created from influencers • Already have a natural affinity towards the brand • Group of internal employees and subject matter experts • Trained to share and create branded content • Storytellers • The 1% driving the conversation about topic or category • Usually have high reach and large communities • Relationship with a brand based on incentives INFLUENCERS AMBASSADORS EMPLOYEE ADVOCATES CUSTOMER ADVOCATES Join the conversation: #MarketingMile13 @Britopian
  8. 8. The Value Proposition What’s in it for the BRAND? Content creation Reach new audiences w/ trusted, branded content Trusted source for insights and feedback Promote / defend brand What’s in it for EMPLOYEES? Employee engagement Internal “rock star” recognition Access to exclusive content Platform for sharing thoughts with the wider audience Thought leadership Join the conversation: #MarketingMile13 @Britopian
  9. 9. General Types of Employee Programs BRAND AMPLIFICATION This program involves sharing “branded” messages and content with employees so they can “re-share” the content within their personal social media channels. Content can be customized and/or changed by participating advocates and is usually managed by a central marketing organization. BRAND JOURNALISM (CONTENT DRIVEN) This program involves mobilizing employees to tell stories (usually long & short form) that are published on a corporate site/blog, the LinkedIn blogging network or a media site. It can also involve employees sharing and amplifying other employee stories/content. Join the conversation: #MarketingMile13 @Britopian
  10. 10. Brand Amplification Join the conversation: #MarketingMile13 @Britopian
  11. 11. Brand Journalism The Coca-Cola Journey site launched in 2013 with a focus on telling stories related to business, innovation, music, sustainability and other topics. Contributors to the site include employees, customers and influencers, and it’s powered by the Contently platform. Conversations from Coca-Cola Journey are aggregated using the #CokeJourney hashtag. Join the conversation: #MarketingMile13 @Britopian
  12. 12. Blending Internal and External Engagement Internal Internal Proactive employee advocacy community that shares and engages with internal audiences. Internal External Enabled employees communicate meaningful messages externally with customers and partners resulting in trustworthy relationships. Healthy and proactive communities create their own conversations resulting in advocacy. External External Join the conversation: #MarketingMile13 @Britopian
  13. 13. 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 they “like”, “follow” and “talk about.” Join the conversation: #MarketingMile13 @Britopian
  14. 14. Activating Employees to Shape The Brand Story
  15. 15. PLAN IDENTIFY ACTIVATEAMPLIFY EMPLOYEE ADVOCACY
  16. 16. PLAN IDENTIFY ACTIVATEAMPLIFY EMPLOYEE ADVOCACY 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 Join the conversation: #MarketingMile13 @Britopian
  17. 17. PROGRAM LOGISTICS How long will the program last? What do we call our program? STAKEHOLDER COLLABORATION Are all of our internal stakeholders involved – legal, brand, IT, etc.? SELECTION CRITERIA Who do we want as our advocates? How do they join the program? Is there a criteria? BRANDED CONTENT What do we want our advocates to say and does it align with our content strategy? SOCIAL MEDIA POLICY Do we have a policy in place that protects the brand and empowers our employees? TECHNOLOGY SELECTION Do we have the right technology for our program? Can it scale long term as the program grows? GOALS & OBJECTIVES What exactly do we want to achieve with our program? Does it align with our marketing and business goals? The Operations of Employee Advocacy Join the conversation: #MarketingMile13 @Britopian
  18. 18. Identifying Employee Segments, Behaviors and Channels EXECUTIVES SALES CHAMPIONS SUBJECT MATTER EXPERTS (SME) CONTENT TYPES Industry and thought leadership Brand product and other IT related topics Industry and thought leadership Pre-created content from brand and marketing, thought leadership, cultural, job openings CHANNELS Executive branded Twitter handle, branded blogs, LinkedIn (blog/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 Join the conversation: #MarketingMile13 @Britopian
  19. 19. 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-added 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 a Training Curriculum to Address Levels of Participation 5 min 15 min 30 min QUICK GUIDES What can you do in social if you only had: Join the conversation: #MarketingMile13 @Britopian
  20. 20. PLAN IDENTIFY ACTIVATEAMPLIFY EMPLOYEE ADVOCACY Ensure that employee content aligns (either directly or indirectly) with the broader brand story, industry topic discussion, event or initiative. Build an editorial calendar so that content can be planned in advance and aligned with other initiatives in the 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 CTAs Join the conversation: #MarketingMile13 @Britopian
  21. 21. Align Employee Narratives with Brand Story Insights from audience analysis Determine “winnable moment” – what’s the core idea? Employees are the heroes of the story Employees are the characters in the broader story Employees comment the 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 will categorize content based on guidelines and brand criteria. Content categories Join the conversation: #MarketingMile13 @Britopian
  22. 22. 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 invested INFORMATION Shares current news, views and insider information with me PROMOTIONS Gives me rebates and product related promotions Join the conversation: #MarketingMile13 @Britopian
  23. 23. Make It Easy for Employees to Participate
  24. 24. How It Works Mobile Notification Company News Feed Sharing Interface Join the conversation: #MarketingMile13 @Britopian
  25. 25. PLAN IDENTIFY ACTIVATEAMPLIFY EMPLOYEE ADVOCACY Integrate employee-generated stories and content across the broader digital eco-system. PAID: Syndicate employee driven long form/blog content to 3rd parties and relevant sites (promoted content, content syndication) EARNED: Pitch thought leadership content and bylines to relevant media SHARED: Publish and promote content on branded social channels. Amplify with paid media. OWNED: Build a media site (content hub) that aggregates employee-generated and branded content. Amplify Employee Content Join the conversation: #MarketingMile13 @Britopian
  26. 26. Frequent and Consistent Storytelling is Critical SUCCESSFUL ADVERTISING BY THOMAS SMITH (SLIGHTLY MODIFIED) The 1st time people see the content, they don’t really see it. The 11th time, they wonder how the company is paying for all these ads. The 2nd time, they don’t even notice it. The 12th time, they start to think that it must be a good product. The 3rd time, they are aware that it is there. The 13th time, they start to feel the product has value. The 4th time, they content appears to be familiar. The 14th time, they start to feel like they’ve wanted a product like this for a long time. The 5th time, they actually read the content. The 15th time, they start to yearn for it because it’s not in the budget. The 6th time, they thumb their nose at it. The 16th time, they accept the fact that they will buy it sometime in the future. The 7th time, they get a little irritated with it. The 17th time, they make a commitment to buy the product. The 8th time, they think, “Here’s that stupid ad again.” The 18th time, they curse their poverty because they can’t buy this terrific product. The 9th time, they wonder if they’re missing out on something. The 19th time, they count their money very carefully. The 10th time, they ask their friends or colleagues if they’ve tried it. The 20th time prospects see the ad, they buy what it is offering. Join the conversation: #MarketingMile13 @Britopian
  27. 27. Integrated Employee and Branded Content PAID MEDIA SHARED MEDIA OWNED MEDIA EARNED MEDIA Your Employees Surround sound your audience with trusted, credible content from your employees. Join the conversation: #MarketingMile13 @Britopian
  28. 28. An Example Customer Journey Google Search (unbranded, industry term). Industry related technology discussion (i.e. data center, networking, servers). Technology discussion within the blog post comments between customer and blog post author. Follow each other on Twitter and continue there. Frequent sharing, retweeting and commenting within various social networks. Subscribes to brand’s blog feed. Branded white papers, blog posts and other forms of thought leadership. Continued dialogue with employees about the benefits with of using brand’s technology solutions. Seeks validation from other, 3rd party, sources before making purchase (i.e. asks colleagues, Google search for customer testimonials, etc.) Industry white papers and research reports. Customer related “guest” blog posts and/or customer testimonials. Brand’s thought leaders and subject matter experts continue to share content that adds value to the technology conversation; passes along conversation to sales. Retweets and shares branded content. Contributes to brand’s community and industry blog. Branded white papers, blog posts and other forms of thought leadership to include support related material. Employees retweet and share content from customers. Engage openly and in public about the brand’s solutions. CUSTOMER BEHAVIOR CONTENT TOPIC AREA EMPLOYEE INTERACTIONPURCHASE FUNNEL AWARENESS CONSIDERATION PURCHASE ADVOCACY Join the conversation: #MarketingMile13 @Britopian
  29. 29. Determining the Right Measurement Framework Trackable metrics at every level, from impressions to clicks to sales. Dynamic Signal even tracks sales leads generated by employee shares and assigns leads accordingly on Salesforce. Let proud employees endorse the company to build a great employer brand and help with recruiting HR and Company Culture Drive social selling and lead generation, and create more productive sales thought leaders Sales and Marketing Leads Inform and engage employees to become experts, advocates and contributors Employee Communications Humanize your brand and increase awareness through your employees’ authentic voice Brand Awareness Drive more registrants and attendees to webinars and events with real-time sharing Event Promotion Join the conversation: #MarketingMile13 @Britopian
  30. 30. www.lws.co/mile13 Register for our next “Marketing at Mile 13” webcast: Marketing at Mile 13 - Webcast Series
  31. 31. Thank You Michael Brito SVP San Francisco, Head of US Digital Marketing @Britopian

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