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.

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But First, A Quick Question For You:
Do you have a formalized employee
ambassador program at your company?

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Why Employee Communications And
Advocacy Matter Now More Than Ever

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Why Employee Communications And Advocacy Matter
Reaching a New Audience Is Harder Than Ever
o Organic social media is dying
o Content creation is costly & time consuming
o Consumers are overwhelmed with content

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What Employees Really Want
Employees want to be more informed and
engaged, and have the ability to share their work
experiences with family and friends.
o They want approved content that can easily be
shared on social media.
o They want a way to talk about the their company &
its brands and products.

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What challenges were Deloitte facing
with their company communications?

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Challenges Deloitte Needed To Overcome
Previous home grown program was difficult to manage
and lacked continuity and consistency for employees

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Challenges Deloitte Needed To Overcome
Lacked an ability to properly measure and track
content that was distributed by their employees

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Challenges Deloitte Needed To Overcome
It was difficult for Deloitte employees to:
o Receive relevant company content
o Easily share it with their networks

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What Were The Goals
For The Program?

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Goals Of The Deloitte Employee Advocacy Program
o Develop more direct and personal
relationships with Deloitte employees
o Deepen the integration with existing
communications and marketing campaigns
o Drive traffic to Deloitte web sites and content
o Improve capabilities to properly manage and
measure the Ambassador Program

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How Did You Solve These Problems In
Order To Accomplish Your Goals?

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Delivering The Right Content At The Right Time
o Consistent mix of branded and third
party articles and stories
o Curated approach which ensure the
content is targeted and relevant
o Integrated with Marketing and PR to
promote content effectively
o Emphasis on broadcasting content to
drive engagement and activity
61%14%
25%
Marketing
Thought
Leadership
News
Content Mix

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Making It Easy For Deloitte Ambassadors To Share
o Launched easy to use desktop hub and
mobile app
o Simple interface for discovering content
o Leveraging broadcast emails to drive
engagement
o One click to share to social media
o Trusted Deloitte employees to act
responsibly and not spam their audiences

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Content Employees Loved Sharing
Marketing
Thought
Leadership
News
Shared 868 times generating
3K clicks and 1,500 reactions
Over 1K shares resulting in 3K
clicks, 3K reactions, and 753K
impressions
Deloitte named to Fortune's
'Best Companies to Work
For' list for the 17th year
Deloitte announces 16
weeks of fully paid family
leave time for caregiving
Generated 1,500 clicks and
604K impressions
Tech Trends 2016
Innovating in the digital era

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On Average A Deloitte Ambassador Reaches 595 Connections
690
732
363
0
100
200
300
400
500
600
700
800
Average Reach Per Deloitte Ambassador

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How Have You Defined
Success For The Program?

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Success For The Deloitte Ambassador Program
Program Growth =
6K+ Employees
Active Participation =
60% of members have
shared content
Increased web traffic =
507K+ Clicks to
Deloitte content

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Benefits Of The Deloitte Ambassador Program
o Gives employees ability to choose the
news they want care about most
o Makes it easier for all employees to
engage with social media, even
beginners who may be intimidated
o Content is prewritten and preapproved,
reducing the barriers to sharing.

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Benefits Of The Deloitte Ambassador Program
o Our Ambassadors are “in the know,” staying
up-to-date with the latest happenings across
the company
o Ability to spread Deloitte news to a much
larger audience
o Gives our content a chance to go viral along
with PR, email marketing, and intranet

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Results Of The Deloitte Ambassador Program To Date
6,300+ employees
328K Shares
178K Reactions
262M Impressions
507K Clicks
Results Since Launch in June 2014

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THANKS!