The more progressive employers no longer block social media sites on their employees’ work computers. Organizations are both allowing and encouraging their employees to be social media brand champions for their organization on their own social media sites. Although it’s important to have a social media owner, organizations have seen great success when a large part of their employee base also acts as social media contributors. Join us for this live, one-hour webinar where we will discuss how to leverage your employee population to increase social engagement, but still have a consistent brand voice. Specific topics will include: • Identifying who should, and who shouldn’t, be employee advocates. • Developing guardrails for employee advocate social media communications, including topics to avoid at all costs. • Determining an appropriate social media cadence. • Convincing department leaders that the online time and effort spent by employee advocates is valuable—and controlled.

1. Pilot to Deployed: Employee
Advocacy is How You Scale
Social
#SMTLive

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Thank You to Our Sponsor
@EveryoneSocial

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Our Speakers
Paul Dunay 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 including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing
for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Lauren Friedman is the head of Global Social Business Enablement at Adobe. She's a social marketing authority, with
extensive experience working with brands to create their social personas, nurture their Facebook and Twitter communities
and curate their social conversations. She is currently working across Adobe functions to enable all employees to be
successful using social media for marketing and relationship building. @lauren_hannah
Mike Bailey is a content strategist and business advisor. During more than 30 years in industry he enjoyed regular, first-
hand evidence of the impact of employee advocacy and is convinced of its power as a highly effective business practice.
Mike works one-to-one with a limited number of B2B clients, specializing in the small-business and start-up sectors. He also
has been writing about Social Media and Content Marketing for several years - mostly for other people! @greykite
Brian Fanzo is a Change Evangelist and Proud Social Geek that is passionate about Technology, Social Business and Employee
Advocacy and leading this change for the Millennial mindset and the Future of Work! He talks fast and tweet faster and
believes in the power of community as he hosts weekly chats, podcasts, video blogs as well as speaking at company and
industry events around the world including IBM, SXSW, VMworld, Social Band Camp, Gartner and many others. Currently
he's the Chief Digital Strategist and Partner at Broadsuite while also hosting two weekly twitter hangouts #SbizHour &
#Cloudtalk and also is the cohost of the SMACtalk podcast. (Social, Mobile, Analytics, Cloud) @iSocialFanz

5. #SMTLive
Employee Advocacy – Pilot to Deployed
Employee Advocacy is an Outcome not an Objective
@GreyKiteMike Bailey
Source: Weber Shandwick; Employees Rising: Seizing the Opportunity in Employee Activism
47% of Employees
are ready to advocate
for their employer

6. #SMTLive
DO:
• Communicate obsessively
• Focus on the benefit for the individual
• Provide training at all levels
• Allow people a [BIG] say in what they share
“building momentum”
Most Employees Haven’t Heard of Advocacy …
Employee Advocacy Best-Practice: DOs
@GreyKiteMike Bailey

7. #SMTLive
Employee Advocacy Best-Practice: DON’Ts
DON’T
• Expect people to know how advocacy works
• Take social-media skills for granted
• Major on your business objectives
• Impose business-related content on people
“sustaining momentum”
You Can Mold Content Around Engagement …
@GreyKiteMike Bailey

8. #SMTLive
Employees are critical to Adobe’s success
@Lauren_Hannah
Today, Adobe has…
~23 million
followers & growing
63K
daily
posts
12% of employees
affiliate themselves with
Adobe on Twitter
Adobe Social
Customers trust the average employee
2X more than a chief executive.

9. #SMTLive
Social impacts the entire organization
@Lauren_Hannah
Marketing Product
Brand, PR,
AR, CR
Sales Support
Human
Resources
Finance
Social contributes uniquely to different functions:
Relationships
Lead-Gen
Promotions
Quality
Innovation
Market Research
Reputation
Crisis Management
Credibility
Lead-Gen
Thought
Leadership
Customer Service,
Retention,
Loyalty
Talent
Development &
Acquisition
Costs

10. #SMTLive
Creating a social training program that scales
@Lauren_Hannah
• Our social guidelines
• Vision, strategy, objectives
• Value of a social business
• CoE capabilities
• Your role as an employee
• Social workflows
Target Audience:
Employees who share or
engage on behalf of Adobe
Duration: 2 hours
1. FOUNDATION
• Strategy and execution
• Managing and monitoring
• Process (ex: account
setup)
• Rules of engagement
• Risk management
• Training on tool use
Target Audience:
Customer-facing roles (social
leads, BU, marketing, sales,
support)
Duration: 1.5 hours
2. STRATEGY
• Raising Awareness
• Customer Support
• Lead Gen & Social Selling
• Talent Acquisition
• Event & Launch Marketing
• Building Influencer Programs
Target Audience:
Advanced social practitioners and
select subject matter experts
Duration: 30-45 minutes each
3. SOCIAL BY
OBJECTIVE
Multiple Modules
Social EXCELLENCESocial EMPOWERMENTSocial AWARENESS

11. #SMTLive
Social Selling: How to discover, manage and close more
business from social networks
@Lauren_Hannah
• Pilot program to prove value
• Understand what success looks
like
• Hand-holding/spoon-feeding
• Create competition
• Incentivize
• Get executive buy-in
• Scale administrative tasks

12. #SMTLive
Brian Fanzo
Chief Digital Strategist and
Partner at BroadSuite
@iSocialFanz

13. #SMTLive
Our Speakers
Paul Dunay 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 including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing
for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Lauren Friedman is the head of Global Social Business Enablement at Adobe. She's a social marketing authority, with
extensive experience working with brands to create their social personas, nurture their Facebook and Twitter communities
and curate their social conversations. She is currently working across Adobe functions to enable all employees to be
successful using social media for marketing and relationship building. @lauren_hannah
Mike Bailey is a content strategist and business advisor. During more than 30 years in industry he enjoyed regular, first-
hand evidence of the impact of employee advocacy and is convinced of its power as a highly effective business practice.
Mike works one-to-one with a limited number of B2B clients, specializing in the small-business and start-up sectors. He also
has been writing about Social Media and Content Marketing for several years - mostly for other people! @greykite
Brian Fanzo is a Change Evangelist and Proud Social Geek that is passionate about Technology, Social Business and Employee
Advocacy and leading this change for the Millennial mindset and the Future of Work! He talks fast and tweet faster and
believes in the power of community as he hosts weekly chats, podcasts, video blogs as well as speaking at company and
industry events around the world including IBM, SXSW, VMworld, Social Band Camp, Gartner and many others. Currently
he's the Chief Digital Strategist and Partner at Broadsuite while also hosting two weekly twitter hangouts #SbizHour &
#Cloudtalk and also is the cohost of the SMACtalk podcast. (Social, Mobile, Analytics, Cloud) @iSocialFanz

14. #SMTLive
Thank You to Our Sponsor

15. #SMTLive
Win a Free Ticket to The Social Shake-Up!
#SMTLive Audience: Tell us why you want to go to The
Social Shake-Up to be entered for a chance to win.
Tweet: “I want to go to #socialshakeup15 because…”

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Upcoming Webinar
April 7th
Where Content Marketing Meets Customer
Experience
Panelists: Nicole Kroese, Jamie Turner and Joyce Sullivan