How to Drive Adoption and Engagement within an Employee Advocacy Program

With over 110,000 employees in 180 countries, Ericsson is a leader in the networking and telecommunications industries. Much of the brand’s success is due to their legacy of hiring and retaining top talent around the world. Their communications and HR teams wanted to find an easy but impactful way to help their employees build their own personal brands on social media to highlight their industry expertise and leadership. Across Ericsson, there were already a few different types of employee advocacy and social media programs in place. They knew they needed to aggregate the many different programs into one place where employees could more easily access company news, announcements, and job listings from a singular destination. This would keep their employees more informed and engaged, a top priority for the company. Sonia Boije and Lisa Smith-Strother from Ericsson explore topics such as: • How to launch and scale an employee advocacy program • How to aggregate multiple channels & create a single employee advocacy destination • How to educate and train a diverse workforce on social media and thought leadership • How to sustain engagement as well as recognize and reward employee advocates

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As the voice of the brand, employees can sway public opinion with their authentic, trusted point of view. Businesses continue to adapt to the quickly changing social environment, and there is little doubt that socially active employees exist within organizations. But how do companies partner with these types of employees, organize them behind a unified message, and scale a program? Join author and thought leader Neal Schaffer, and Bart Casabona, Director of Social Media at Pitney Bowes, as they discuss the impact social employees are having on companies.

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Founded in 1976, software company SAS is made up of a wide array of global employees of all ages. In a recent survey nearly half of them responded in overwhelming fashion, asking for more training on social media. Their hope: to better utilize social networks for business purposes, using an authentic voice. In response, SAS launched “The 140,” its unique take on employee advocacy. The training-heavy, platform-light program coaches a cross-section of employees (not just from Sales and Marketing) on everything from personal brand building to how to deal with internet trolls. Topics are sourced from participants and actively adjust the focus off SAS, to the SAS employee. Alli Soule, Social Media Employee Engagement & Education Specialist, and Brandy Mann, Social Media Web & Blog Specialist, from SAS discuss: • How to establish goals for your program and ensure company leadership is supportive • How to onboard and train employees to ensure grassroots adoption of the program • How to align employee advocacy with existing resources and initiatives • How to evaluate success and determine ROI SAS, a leader in business analytics software and services, helps organizations across all industries realize the full potential of their greatest asset: data. Used at more than 50,000 sites in over 100 countries, SAS allows you to transform data about customers, performance, and financials into solid and coherent decisions.

Learn How Air Canada Uses Employee Advocacy To Build A More Effective Sales Team

In this exclusive presentation Air Canada shares their approach to Employee Advocacy, including goals, strategies and results of their program. Air Canada is Canada's largest full-service airline and the largest provider of scheduled passenger services in the Canadian market, the Canada-U.S. transborder market and in the international market to and from Canada. Michelle Young, Manager of Global Sales Communication & Partnerships at Air Canada, needed their sales force to drive more leads and pipeline for their B2B business. Young knew she needed a social selling solution. The solution had to include the ability for salespeople to share relevant industry content via social channels, build their personal digital brand and position themselves as helpful resources for their prospects. Topics discussed include: • How Air Canada grows sales to other businesses and partners through social media • How Air Canada gets measurable, effective social selling content to employees • How Air Canada measures content effectiveness at the employee level

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How Hitachi Data Systems Sparked a Digital Transformation with Social Selling...

Hitachi Data Systems (HDS) uses data to power the digital enterprise for better business outcomes. One of Thomson Reuters “Top 100 Global Innovators”, the company is reshaping how businesses work. In recent years they have transformed their company digitally, with a focus on their people and social innovation. An early adopter and pioneer within the social selling and employee advocacy categories, HDS has established their employees as thought leaders, and better informed their partners, and the public. By activating their workforce the company and their employees have become more informed, efficient, and highly visible as subject matter experts in their industry. In this webinar Sharon Crost, Global Social Business Manager, and Samantha Campbell, Global Social Media Specialist, discuss: - The challenges and pain points HDS has overcome in order to digitally transform their business - How social selling has helped the HDS sales teams maintain better relationships in the field with customers and prospects - How HDS has tapped into employees, partners, and influencers to drive awareness for the brand

How Pitney Bowes Has Transformed Brand Perception Through Employee Advocacy

Pitney Bowes, an American institution for nearly 100 years, serves more than 1.5 million clients with solutions in the areas of customer information management, location intelligence, and global ecommerce. The launch of their ambassador program in 2015 changed the DNA of the company, bringing them into the digital age. Now, in the second year of the program they are seeing great success and driving real business results. We explore what they have learned along the way and how they now maintain the ambassador program as a critical part of the marketing strategy for the brand. Marifer Rodriguez and Dennen McCloskey from Pitney Bowes’ social media team joined us to discuss: • How Pitney Bowes broke down the barriers between their employees and social media • How Pitney Bowes has engaged their workforce to increase brand awareness and drive sales and revenue • How Pitney Bowes has expanded their employee advocacy program on a global scale

Deloitte provides industry-leading audit, consulting, tax, and advisory services to many of the world’s most admired brands, including 80 percent of the Fortune 500. Their employees work across more than 20 industry sectors with one purpose: to deliver measurable, lasting results. As a member firm of Deloitte Touche Tohmatsu Limited, a network of member firms, Deloitte serves its clients in the markets that are most important to them (to learn more about Deloitte, visit http://www.deloitte.com/us/about). With a history that dates back over 150 years it comes as no surprise that the company has a rich culture built on the passion of its employees for the work they do. To harness the passion of their employees, they formalized an ambassador program in 2013 and have since grown it to over 6,000 US-based employees, driving awareness, reach, and engagement for the brand. Turner Roach, Social Media Marketing Manager at Deloitte discusses: - How Deloitte took their employee advocacy program from a grassroots initiative to a formalized ambassador program. - How Deloitte has engaged their workforce to increase brand awareness, drive web traffic, and strengthen their relationships with their employees. - How Deloitte has expanded their employee advocacy program across the organization, doubling in size every 12 months.

How Humana Mobilized Employees to Promote a Healthier Lifestyle

Humana wanted to get the attention of their consumers and promote their brand goal in a more effective way. They strive for people to be healthier and to live a lifestyle focused on well-being. By empowering Humana employees to share stories, they have built more trust with consumers and opened up conversations on these topics. They were able to do so while working within a regulated industry and meeting all federal requirements. By focusing on content which is centered on health and well-being and industry-related stories, they have empowered employees to establish themselves as influencers and thought leaders within the healthcare industry. Join Jason Spencer, Social Media Community Manager at Humana, alongside Robyn Hannah from to discuss: • How to build trust with consumers and create conversations with them • How to work within FTC regulations to ensure compliance • How to mitigate any risks employees may encounter while using social media • The impressive results Humana has produced in the year since launching their program

If You Create Great Content and No One Sees It, Does It Really Exist?

Over $118 Billion was spent on content creation alone last year. Whether as individuals or on behalf of the companies we work for, we are all a part of this massive industry, be it writing white papers, publishing international research, releasing quarterly earnings or retweeting on Twitter. Because of social media and technologies like tablets, mobile phones and smart watches, we are all content producers AND content consumers, with the challenge of content distribution as the bottleneck between the two.

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The technology industry is fast-paced and constantly changing. To succeed in this competitive landscape, companies need to make sure their employees are up-to-date with the latest information. Softchoice, a leading North American provider of IT solutions and managed services, found a way to keep their 1,600 employees engaged and informed with the latest industry news and company updates — using the Dynamic Signal platform as their primary communications hub. By launching an employee advocacy platform, Softchoice employees are able to use social media to generate leads, recruit talent, and grow their professional brand. Their world-class internal communications strategy connects every employee across the organization and aligns them with the company's purpose, values and mission and goals. Joel Marans, Senior Manager, Brand & Communications, from Softchoice discusses topics such as: • How to make a business case for an employee advocacy and communications program • How to design the right strategy for your business and select the best technology partner • How to launch your program, and begin tracking results on day one • How to activate every employee to build pipeline, attract new business, and recruit new talent

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For many organizations the question is no longer why implement an employee advocacy program but how do you implement an employee advocacy program. For this reason we have partnered with Orca Social to map out what a successful implementation program looks like. They have learnt the dos and do not's by both implementing projects and profiling what other leading companies have done. Of course all companies have their differences in their goals but the structure set out here within has been proven to work across multiple organizations so why ‘reinvent the wheel’ ?

How Salesforce Mobilized Thousands of Global Employee Advocates

Founded in 1999, Salesforce pioneered the revolutionary idea of replacing traditional desktop CRM software with CRM in the cloud, making it accessible anytime from anywhere. Today, Salesforce’s innovative cloud platform is the world’s #1 CRM solution. With thousands of employees around the globe, Salesforce needed to find ways to connect with and empower their workforce to broadcast important company news. Salesforce employees were already active on social media; they just needed the right content, and a safe and easy way to share it. With what started as an event promotion strategy for Dreamforce - Salesforce’s annual conference - has now expanded to a company wide ambassador program with more than 7,000 members, accounting for nearly 700M impressions and over 750K shares. International offices are also creating unique, localized content that is relevant to their regions, further connecting micro-communities of Salesforce’s workforce. Tiffany Hsu, Manager of Social Media Marketing at Salesforce discusses topics such as: • What you need to know to launch and scale an employee advocacy program • What content resonates most with employees • How to ensure relevancy for global teams • How to expand your employee advocacy program across multiple marketing channels

3 Brilliant Ways Deloitte Took Employee Advocacy to the Next Level

Since 2012, Deloitte has engaged thousands of employees to advocate for the brand on social media and build their personal brands. By training, coaching and gathering feedback from their ambassadors, they have grown and matured every aspect of the program over the past four years. It has evolved into a critical component of their marketing strategy, driving awareness for the brand and producing results that have impacted the bottom line. Turner Roach, Social Media Marketing Manager, and Aida Ahmed, Marketing and Communications Lead, from Deloitte Services, LP discuss the evolution of Deloitte’s leading employee advocacy program. • How to promote the program internally to re-activate employee participation • How to educate employees on personal brand building so they understand the value of it • How they have altered their content strategy to ensure ongoing growth and success

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Brand Amplification Programs drive engagement, awareness and revenue for brands and affect purchasing behavior of customers. Large scale influencer relationships can boost ROI and provide cost savings as well. This presentation explains the implementation of this type of program, walking readers through step-by-step instructions on how to create, customize, execute and measure the program. The presentation includes case studies of large and small brands that have harnessed the power and voice of fans and advocates in social media, as well as an interactive workshop portion encouraging readers to create a brand advocacy program for a hypothetical Indie film studio.

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It’s always fun to look back and reminisce, especially when you’ve got a lot to cheer about! 2014 was undoubtedly a breakthrough year for Employee Advocacy and Dynamic Signal. We’re proud to be paving the way for so many of the companies innovating within the category. In this new infographic we take a look back at the past year, our accomplishments with clients, our own team, and of course our industry leading technology platform, VoiceStorm. A huge thanks goes out to our awesome clients, investors, and our entire staff for collaborating on the final piece, we couldn’t be more excited for the year to come!

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To craft a successful distribution strategy, brands must emphasize a strong, relevant audience connection from start to finish. Trust is a commodity, and modern companies are in short supply of it. When it comes to making a big important purchase, B2B buyers are much more likely to trust a brand that offers a helpful, personal connection. Marketers have to be forward-thinking and sensible about distribution, and they must recognize that different channels possess different parameters. For example, an uber-promotional “buy my product” manifesto certainly won’t y for most journalistic outlets, and a series of tweets must be repackaged if they’re to appear in a long-form medium. While there are countless ways to go about distribution, the following four options should be seen as the fundamental building blocks of your strategy. Pick one, pick them all, or borrow elements from each to create your own mega-strategy.

How Employees at BMW NA Drive Awareness & Engagement

BMW, now celebrating its 100th year, leads the way in everything it does, whether it’s industrial design, customer service or marketing. Andrew Cutler, Executive and Internal Communications Manager at BMW North America, wanted to ensure that BMW communications also lead the way in the new socially-enabled world. Mr. Cutler also wanted to help drive awareness and increase authentic engagement on social media. He knew that better informing and empowering his employees as brand advocates could solve both problems. Dynamic Signal's VP of Marketing, Dave Hawley, talks with Andrew Cutler about: - How BMW NA transforms internal communications into an engagement and awareness tool - How to draft in behind employees already on social media - How to keep remote and hourly workers informed and engaged

SXSW 2014 - The Future of Marketing: Advocacy

The Future of Marketing: Advocacy - A Case Study Approach to Understanding What Works. We’ve all heard the stats - Advocacy & Word of Mouth are more authentic and effective than traditional paid media. The challenge is scaling Advocacy so that you can reach as many people as mass media marketing does. In 2013, we finally saw the emergence of influencer and advocacy marketing as a scalable marketing channel. Brands can now harness the untapped power of their employees, customers & fans to promote their brands. Research from Forrester and Edelman’s trust barometer has shown that customers will trust peers or a company’s employees for advice on their next purchases far more than advertisements or direct marketing. By empowering employees & customer to be advocates and influencers who promote your brand, you can grow awareness, reach & revenue. Join us to learn the strategies behind developing a successful employee & customer advocacy programs and hear real world examples of how advocacy can play a vital role in your marketing plan.

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LEWIS Global Communications is a global marketing and communications agency that specializes in helping businesses overcome the four top challenges brands face today: awareness, demand, adoption and advocacy. With over 600 employees across 27 global offices, they pride themselves on having a highly connected team of brand storytellers who can speak to the strategic goals of the company, showcase its values and live its mission. The brand took storytelling to the next level when they launched Employee Activate, to assist clients with developing employee advocacy programs that motivate employees to share the brand’s story. Employee Activate also gave LEWIS a way to strengthen their own team’s storytelling abilities and highlight their own, internal voices. "From a content perspective it's critical to train your employees to be storytellers and build a content plan for them that is more human, yet aligned to the larger brand narrative," says Michael Brito, Head of US Digital Marketing at LEWIS. • How to establish employee advocacy policies and workflows • How to manage employee-driven content • How to integrate stories across paid, earned and owned media • How to define key performance indicators and measure success Michael Brito is the Head of US Digital Marketing for LEWIS Global Communications. He is a published author, TEDx speaker, and an Adjunct Professor at San Jose State University. His latest book, “Participation Marketing: Unleashing Employees to Participate and be Brand Storytellers” is set to release in 2017.

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