How to launch an Employee Advocate Program in 7 steps. Presented in partnership with SocialChorus Feb 26, 2014.

1. How to launch an employee
advocate program
Liz Bullock
CEO & Co-Founder
Social Arts & Science Institute (SASI)
@lizbbullock
#employeeadvocate

2. We need to build lost trust
Consumer Decision Making
1. Research prior to buying
2. Talk to friends and family
3. Ask to be treated uniquely
4. Want to be thanked after
purchase
5. If issue, expect quick resolution
Trust attributes have shifted from
operational excellence to more
engaging and transparent
behaviors
Confidential
2 11/21/2•014 Edelman Trust Barometer 2013

3. McDonald’s transparency
Chicken McNuggets made with
so called “pink slime”
Alleged photo on internet
McDonalds created video to
show process
+ 3.5M YouTube views
SASI©
“McDonald’s is an incredible
example of radical
transparency, and building
trust by being
disproportionately forthright.”
- Jay Baer

4. Companies must rethink how they connect
with the marketplace
Challenges:
Prospects and customers are moving online at a rapid pace and
making decisions peer to peer
Companies are seeking authentic and genuine ways to build
customer relationships
How do you use social media authentically and engage with
the marketplace to deliver results?
Answer: Companies must train and scale employee advocates
to build long term relationships with prospects and customers

5. Different uses & values across organization
H.R. Sales
• Thought
leadership
• Sales
• Relationships
• Local level
Communications
• Brand story
• Stronger internal
communications
• Diverse story
Human Resources
• Recruiting
• Inside view of the
company
• Retention

6. People + Process + Technology & Culture
People
Culture
• Executive Support
•Employee Activation
Technology Process
• Policy
•Governance
• Training
•Measurement
• Content
• Listening platform
•Employee Advocacy
software

7. How to launch an employee
advocate program in 7 steps

8. 1. Identify business objectives
All employees Sales Customer Service Marketing
(sample)
Protect and consistent
brand online
Increase sales Cost savings Customer insights
Deepening customer
relationships
Lead generation Decrease online
customer complaints
Increase traffic to
website
Amplifying brand story Thought leadership Insights to improve
products and services
Increase store traffic

9. 2. Find your most socially active employees
• Most influential
employees
• Department
• Latest social activity
• #hashtags
• Content
Employee Advocacy
solution should identify
active employees
www.followerwonk.com www.socialook.net

10. 3. Technology needs to be about adoption
(employee & organization)
Ensure technology is easy to use
Understand your requirements:
• Mobile
• Ability to serve diverse content
• Compliance requirements
Determine key metrics:
• # of advocates
• # of engagements
• Earned media value
• Top performing content

11. 4. Give employees killer content
Foster an experiment-oriented mindset for testing and iteration
Think like a reader (and a search engine)
Create useful and credible content & reuse existing content
Understand social platforms for listening and distribution
Develop “fun and engaging” content

12. 5. Leverage your culture for adoption
DoSomething.org leverages gong to alert open
environment of product shipping or new
campaign launch
Higher online engagement impacts reach
Source: http://www.linkedin.com/today/post/article/20130129044014-13583-smash-your-walls-or-how-our-
office-matches-our-culture

13. 6. Identify employee “touch points”
SASI©
Job
Responsibilities
Onboarding
TIME
EMPLOYEE ADVOCACY ADOPTION
Training
Qtly All Hands
Internal Comms
Annual
Review
Performance plans
Awards
DAYS 1 - 30 DAYS 90 - 120

14. 7. Tell you love them #nofilter

15. Recap
1. Identify business objectives
2. Find your most socially active peeps
3. Technology needs to be about adoption (employee &
org)
4. Give employees killer content
5. Leverage your culture for adoption (bang a gong)
6. Identify employee “touch points”
7. Tell you love them #nofilter

16. Thank you & next steps
Any Additional Questions?
www.getSASI.com
@getSASI
liz@getSASI.com
www.socialchorus.com
@SocialChorus
socialchorus.com/resources