Employee Advocacy and social media policy
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This document discusses employee advocacy on social media and provides guidance on setting up an effective program. It outlines key aspects to consider like mission, presence, guidelines, tools, and gamification. It also lists several social media tools that can be used to amplify employee content sharing and engagement. The overall message is that establishing an employee advocacy program requires planning but can help raise awareness and engagement if done properly.
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Employee Advocacy and social media policy
- 2. What & Why Employee Advocacy so hot?
- 3. My bold statements • “There is no Employee Advocacy on Social Media in Belgium” • “Your Social Media Policy is outdated”
- 5. Here is what they (and I) will tell you! • Mission • Presence • Freedom & Trust (Working Culture) • Goals & KPI’s • Guidelines • Training • Content • Tools • Gamify
- 7. 7
- 8. 8
- 9. 9
- 10. 10
- 11. NO(T)
- 12. Does your social media policy cover
- 13. 13
- 14. What is wrong with your content?
- 15. Lost for EA tools? LinkedIn Elevate Hootsuite Amplify GaggleAmp Addvocate Circulate.it Command Post Dynamic Signal Everyone Social PeopleLinx Triblio Social Chorus Sprinklr Voicestorm Meddle SocialSeeder SmarpShare Sociabble Bambu Trapit Facebook for Work
- 16. How the tools work!
- 17. Is Gamification the answer?
- 19. 19
- 20. o 20 EVERY JOURNEY BEGINS WITH A SINGLE STEP BUT YOU’LL NEVER FINISH IF YOU DON4T START EVERY JOURNEY BEGINS WITH A SINGLE STEP, BUT YOU’LL NEVER FINISH IF YOU DON’T START
- 21. Mic Adam Social Media activities • Awareness Building • Inventory Services • Policy Creation • Training • Monitoring • Market research
Editor's Notes
- “Employee advocacy” is a term used to describe the exposure that employees generate for brands using their own online assets. While social media is often the main medium for employee advocacy, these “online assets” include email, chat, forums, discussion boards and more. It is a numbers game! Employees have on average 10x more social connections than a brand does (Source: Social Chorus) Advocacy Can not be forced!
- 1. Who is on Twitter? 2. Who follows their company account on Twitter? 3. Who retweeted a message of the co account this week? Onto Facebook 1. Who is on Facebook? 2. Who is fan their company account on FB? 3. Who liked or shared a post of the co account this week? So how about LinkedIn? 3. Who Shared a post of the co account this week?
- As I’ve mentioned in the earlier examples, your colleagues may already be posting about work on their social media feeds without an incentive—but you as an employer have no way of measuring the impact, because this messaging doesn’t occur regularly or simultaneously. To observe the potential reach of your employee’s social channels, you need to provide them with a reason and a means to discuss something on social media and a reward for doing so.
- No or bad profiles No or wrong content No policy No program
- What is really needed to get to advocacy going is “Passion”. Few (or no) programs are addressing this. Let me dig a little deeper on what I mean by passion. Passion for the company Passionate employee are those that pay attention to the company’s strategies and tactics. They follow every step the company is taking to be successful. Sometimes they might question these steps. They see their role in that success. They defend their company every time without being asked and not because someone in the company ordered them. Most importantly, they are not motivated by money. Without that passion there is no employee advocacy. Passion for the culture Companies must have a passionate work culture that translates into devotion, recognition and long-term employment. Open communications, honesty are key components that must exist within the company. A lot of the times, you team culture springs to mind. And as the expression goes: there is no I in Team! And yes, EA is about creating trust and freedom! Without that passion there is no employee advocacy. Passion for products and services The next level is that your employees need to be passionate about their products and services. They see how these products make a difference and what their contribution to that success is. It makes them proud! Without that passion there is no employee advocacy. Passion for helping Yet another key element for advocacy is that you give freely without expecting any immediate return or otherwise stated the giver does not specify what should be given in return but rather accepts that the recipient is free might decide to give something at some point. As a giver you are trying to add value to your network and community. Without that passion there is no employee advocacy. Passion for social Employees also have to have a passion for social media. And I do not mean obsessed with constant updates but more about that internal fire to share and contribute without asking the ‘return’ questions. So if they have no or limited social media accounts they will not suddenly create them and start sharing information because you ask them (via a amplification platform using gamification techniques). Without that passion there is no employee advocacy. Passion for personal branding Finally, there must be a need/want of the employee to do personal branding and that using content that is either handed to them or they curated/created themselves. The WIIIFM factor is and must be high and add value to the network of the individual.
- Start this key process by identifying your B2B marketing KPIs, which could include: the number of employees participating in the program; the volume of posts, clicks, comments and conversions; the increase in your brand’s reach and influence, etc. Don’t be surprised if you find yourself changing the KPIs as time goes on to reflect the nature of your program, and the growing availability of powerful tools that measure this activity with seemingly NASA-like precision. Traffic driven Sales and ROI Employee conversion rate (how many of your employees have “converted” to being advocates?) Employee activity (who are the most active advocates? How often are they engaging?) Employee influence (how has this programme helped boost your employee’s online influence?) Impact of advocacy (how does employee advocacy affect your online channels? This can be anything from follower/fan growth to general engagement towards your accounts and digital assets) Sentiment change (towards your brand; this can also have a direct impact on your brand’s NPS score)
- Who is blocking social media? Who has a policy? Has it been reviewed in last 2 years? Etc. (renaissance artikel)
- Closed? Are you recruiting via social? – Dead on arrival No policy? No insurance Delete aal the words NO and NOT
- 1 Why is the company using social media 2. What are the social media account 3. Who – 3 levels of contribution (company spokesperson & employee) 4. Reaction chart 5. ….
- Training – a fool with a tool 3. Educate employees on social media best practices In addition to a company-wide social media policy, your employee advocacy program will benefit from formal social media training. One of the best ways to encourage participation in advocacy initiatives is bringing everyone up to speed on social media best practices—across all departments and seniority levels. Make social media education a part of your business’s onboarding process. Choose the desired level of expertise based on the goals of your employee advocacy program and the general trends in social media knowledge of your candidates. What is the difference between a LIKE and SHARE on LinkedIn
- Only company content? No content from employees No curated content? No value add content for employees?
- Concept is simple
- Gamification does initially drive engagement and sharing on social networks the benefit decreases over time to the point where it makes no difference. Gamification Distorts metrics – get a false idea of engagement -> wrong carrot Creates a culture of entitlement -> expect to get rewarded Can be difficult to scale -> depends on your employees
- Mission Presence Freedom & Trust (Working Culture) Goals & KPI’s Guidelines Tools Training Content Gamify to start
- Welcome Who am I? 20 years of marketing (product and general marketing) 10 years of international sales Me and social networking Marketing strategy no longer works Move towards face to face networking Move towards social media