Social Chorus Lunch & Learn: How to launch an employee advocate program

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.
2.
3.
4.
Research prior to buying
Talk to friends and family
Ask to be treated uniquely
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
2/26/2014
•
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
“McDonald’s is an incredible
example of radical
transparency, and building
trust by being
disproportionately forthright.”
- Jay Baer
SASI©

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. Resources
Human
• Recruiting
• Inside view of the
company
• Retention
Communications
• Brand story
• Stronger internal
communications
• Diverse story
Sales
• Thought
leadership
• Sales
• Relationships
• Local level

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

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

8. 1. Identify business objectives
All employees
Sales
Customer Service
Marketing
Protect and consistent
brand online
Increase sales
Cost savings
Customer insights
Deepening customer
relationships
Lead generation
Decrease online
(sample)
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-howour-office-matches-our-culture

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

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