Getting Started with an Employee Advocacy Program

Getting Started with an
Employee Advocacy Program
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Our Speakers
Susan Emerick is the Founder of Brands Rising, LLC providing strategic advisory services in social
media analytics, influencer engagement & employee advocacy. Prior to pursuing an entrepreneurial
path, she lead a number of IBM's transformational social business & digital strategy initiatives which
reshaped the way the global brand engaged in the internet era. @sfemerick
Rob Nolte is currently the VP of Business Development at EveryoneSocial. Prior to joining
EveryoneSocial, Rob was the co-founder and head of business development at Extole. Not long before
joining EveryoneSocial, Robert came to the conclusion that one day every company would involve
their employees as a natural extension of their marketing arm. @rob_nolte
Heather Dopson is a well known speaker on Social Business Strategy and Employee Social
Empowerment. She consults with brands to help them scale small social teams into powerful social
business models by leveraging every department in the company. As the Social Operations Manager at
Infusionsoft, Heather built the social business infrastructure by implementing Social Customer Service,
Social Voice of Customer, Social Recruiting and Employee Social Advocacy programs.
@heatherdopson
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
#SMTlive

Co-author of
The Most Powerful Brand On Earth
@sfemerick
Susan Emerick
Founder of Brands Rising
Provides strategic planning &
services to create, implement
and scale successful employee
advocacy programs.
Drove and implemented IBM’s
employee advocacy program
globally
@sfemerick

@sfemerick
Tips
on
ge*ng
started
①
Building
the
business
case:
Understand
&
Ar:culate
Why
You
are
Star:ng
a
Program
② Set
Goals
and
Objec:ves
③ Find
a
Champion
④ Build
a
pilot
with
early
adopters
@sfemerick

@sfemerick
84%
trust
people
they
know
92%
70%
58%
50%
46 - 47%
40 - 42%
Survey
Ques*on
To
what
extent
do
you
trust
the
following
forms
of
adver:sing?
92%
70%
58%
50%
47%
40%
33%
30%
@sfemerick

Sales
correlate
with
the
total
number
of
people
who
advocate
for
a
brand
-‐-‐
across
industries.
@sfemerick
• On
average,
53%
of
changes
in
online
and
offline
sales
can
be
a<ributed
to
changes
in
the
number
of
people
advoca*ng
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
Monthly
Change
in
Sales
Sources:
@sfemerick

Traffic
from
employee-‐owned
social
media
converts
at
a
significantly
higher
rate.
Source: Susan Emerick, “IBM Select Social Eminence Program, 3Q 2012 Measurement Framework Pilot”. September 2012.
@sfemerick
Conversion Rate by Traffic Source
IBM - 2012
Conversion Rate
@sfemerick

Set
Goals
and
Objec:ves
Align
to
business
goals
and
priori*es,
for
example:
@sfemerick
ü New
markets
ü Market
growth
ü Customer
Acquisi*on
ü Reten*on
and
Loyalty
ü Financial
Growth
or
Cost
savings
Make
sure
program
goals
and
content
align
with
corporate
branding
ini*a*ve
@sfemerick

@sfemerick
Find
a
Champion
or
beWer
yet,
be
one!
Image source: meloveletters.com @sfemerick

@sfemerick
Build
a
pilot
with
early
adopters
Common characteristics of best suited candidates:
ü Exper*se
aligned
to
business
priori*es,
they
can
be
Technical
or
Business
topical
experts
ü Comfortable
collabora*ng,
commen*ng,
publishing
in
social
environments
ü Comfortable
with
and
finds
value
in
crea*ng
rela*onships
digitally
ü Commi<ed
to
sustaining
ac*vity
and
evolving
par*cipa*on
to
achieve
personal
and
business
objec*ves
ü Willing
to
leverage
internal
listening
capabili*es
to
iden*fy
exis*ng
social
graph
and
enhance
online
professional
network
@sfemerick

Join Us In Person in Atlanta
#SMTlive
bit.ly/AdvocacySummit

@sfemerick
• EveryoneSocial
The
Employee
Advocacy
PlaTorm
• Based
in
San
Francisco
Bay
Area
• HQ
–
Salt
Lake
City,
UT
Rob Nolte
@rob_nolte
VP Busi ness Development

Why
Leverage
an
Employee
Advocacy
Plaorm
@sfemerick
ü Provides Massive Scale
ü Reduces Manual Efforts and Provides Gained
Efficiencies
ü Employees Benefits
ü Reporting, Accountability, Rewards and Recognition
Capabilities
@rob_nolte

Companies
Inves:ng
in
Employee
Advocacy
&
Plaorms
@sfemerick

@sfemerick
Look
Familiar?
@rob_nolte

Review and Choose Content to Share Share to Multiple Networks
Posting
@sfemerick
@rob_nolte

Company
Benefits
With
Plaorm
ü Organized
curated
content
for
employee
sharing,
all
in
one
spot
ü Ability
to
automate
content
cura*on,
allow
employees
to
curate
too
@sfemerick
ü A
Social
Seller’s
dream
ü HR
recrui*ng
ü SEO
value
ü Visibility
into:
• who
shares
• what
content
they
share
• clicks,
engagement
&
EMV
more
@rob_nolte

@sfemerick
Employee
Benefits
ü Appropriate
content
can
be
sourced
for
them
ü One
place
for
content
and
sharing
ü Share
via
mul*ple
channels
in
one
place
ü Build
their
own
brand
and
establish
thought
leadership
Conversation with Dell Employee Ambassador:
Dave R: “Hey, I’m from Dell and use your product”
EveryoneSocial: “Really? That’s great. How do you like it?”
Dave R: “I love it!”
EveryoneSocial: “That’s great, what do you like about it the most?
Dell Employee: “That’s easy… it makes me look smart.”
@rob_nolte

How
Infusionso_
Built
a
Successful
Employee
Advocacy
Program Heather Dopson
@heatherdopson
@sfemerick

Making
the
Case
and
Ge*ng
Execu:ve
Buy
In
@sfe@mehriecak therdopson
ü
Iden*fied
our
supporters
ü
Educated
our
opponents
ü
Defined
our
challenges
ü
Set
the
vision

Employee
Par:cipa:on
ü
Created
guardrails
ü
Iden*fied
our
digital
na*ves
ü
Looked
for
rising
stars
ü
Shared
the
vision

Keeping
Employees
Engaged
ü
Understood
employees’
goals
ü
S*mulated
compe**on
ü
Shared
leaderboards
ü
Intrinsic
Rewards

@sfemerick
Program
Benefits
for
Employees
ü
Direct
involvement
ü
Growth
of
personal
brand
ü
Ease
&
efficiency
ü
Expansion
of
reach
and
following
200000
180000
160000
140000
120000
100000
80000
jan
feb
mar
apr
may
jun
jul
@heatherdopson

Program
Benefits
for
Infusionso_
ü
More
employees
reading
and
sharing
company
content
ü
Increased
social
ac*vity
overall
by
employees
ü
Increased
engagement
with
the
brand
ü
Increased
traffic
to
brand
websites
ü
Direct
posi*ve
impact
on
revenue

Getting Started with an Employee Advocacy Program

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