In this webinar recording, Jess Skelton, Manager of Social Media & Content Marketing at TripIt from Concur, shares how to empower employees to share your brand's story through social media.

1. Take a Trip with Employee Advocacy: How TripIt relies
on employees to promote their awesome culture

2. 2
#EngageU
Take a Trip with Employee Advocacy: How TripIt relies
on employees to promote their awesome culture
Jess Skelton
Manager, Social Media and
Content Marketing
TripIt BAM
@Jess_Skel
Nicole Alvino
Co-Founder and Chief
Strategy Officer
SocialChorus
@nalvino

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Invest In Your Most Valuable Asset
86%
Of employees would be more engaged if they
felt informed
- Enterprise Engagement Report
78%
Of salespeople using social media outsell
their peers
- Forbes
58%
More likely to attract top talent with engaged
employees
- LinkedIn
1M127Employees
> Facebook Fans
Employees outreach Facebook Fans
- Business Insider, Pew Research, ValleyWag

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The way we work
is changing
80% increase in distributed
workforces
4.7 hrs/day spent on phones
90% of employees using their
personal phone for work

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What inspired Tripit to launch
an employee engagement and
advocacy platform?
#EngageU

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TripIt’s Amazing Company Culture
● Tripit has always had a great culture, and
wanted to find a way to empower employees to
tell that story.
● Set out to find an easy way to amplify their
awesome team culture and brand love
● Increase Word of Mouth Marketing and brand
awareness
● Find an accessible way to distribute important
company updates and news across the entire
organization.
● Who better to tell your company’s story than
your own employees?
#EngageU

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#EngageU
“Every great program has to
start with that home love and a
home base to get started.”
Jess Skelton
Manager, Social Media and
Content Marketing
TripIt BAM
@Jess_Skel

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TripIt
• TripIt instantly organizes all your travel
plans in one place by creating a master
itinerary that you can access anytime, on
any device--for free.
• Also offer TripIt Pro, which includes
extra features like flight alerts and refund
notifications.
• Started in 2006 and later acquired by
Concur in 2011.
• Currently delighting more than 12 million
travelers worldwide.
#EngageU

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Introducing TripIt BAM (Brand Advocate
Masterminds)
• Communications platform on
desktop and mobile to help
engage employees and
making it easier to tell the
story of TripIt
#EngageU

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What layers of approval did you go
through do get BAM launched?
#EngageU

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What had to be done to get program approval?
● Wanted to list out the benefits for
employees and the benefits for the
company.
● Understanding the cross benefits which
helped identify which stakeholders to
involve.
● Having legal see a demo helped expedite
the legal process.
● Getting senior director of brand strategy
on board - wanted to make sure this fits
into the overall brand strategy and how
this program could fit into the overall
brand strategy with Concur and SAP
#EngageU

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How did you create internal awareness
of BAM?
#EngageU

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Strategy to build internal awareness of program
Since this is a new
concept, education and
repetition is key:
•build a following
•be a thought leader
•what’s in it for them
#EngageU

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Creating Awareness
• Initially debuted app at
a town hall
• Brown Bag pizza
parties
• Onboarding/training
• Team Swag
#EngageU

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TripIt BAM Goals
• Foster company culture
• Leverage employees’ networks
• Increase brand awareness/recruiting
• Create central hub for employee to share
brand content
• Encourage employee thought leadership
• Recognize employees based on
participation
• Better connected employees
#EngageU

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#EngageU
“Awareness of your advocacy
program starts with you, the
manager. If you’re excited
about your program, that
energy will inspire others to
participate.”
Jess Skelton
Manager, Social Media and
Content Marketing
TripIt BAM
@Jess_Skel

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What content is featured on
TripIt BAM?
#EngageU

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Where Does the Content Come From?
• Company Announcements
• Employee created content
• Parent Company Information (SAP and
Concur)
• Feed content is automatically added to
the program
– Corporate social feeds
– Corporate blogs
– Brand specific social feeds
– Industry social feeds
– Industry blogs
#EngageU

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Content Featured on TripIt BAM
TripIt in the News
Partnerships Travel Content

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#EngageU
“Employees like sneak peeks
of upcoming announcements
and company events that
they can only find in BAM.”
Jess Skelton
Manager, Social Media and
Content Marketing
TripIt BAM
@Jess_Skel

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What does the program management
look like for the admin?

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Program management
• 2 person team to manage the content flow
• 3-4 blog posts per week
• Much easier to distribute info vs mass email
• Connect industry feeds that pull in
automatically
• Send 5-6 push notifications per week
–Partnership announcements
–New product updates
–TripIt original content
#EngageU

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#EngageU
“We want our program to be
a ladybug not a fly”Jess Skelton
Manager, Social Media and
Content Marketing
TripIt BAM
@Jess_Skel

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What value do employees get out of being
part of TripIt BAM?
#EngageU

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What’s In It for TripIt BAM Employees?
• Brand re-fresh/corporate alignment - business
transformation
• Tons of different communications channels,
social accounts and others coming from SAP,
Concur and TripIt.
• BAM helps put all of these announcements and
messages in one place.
#EngageU
“75% of tripit employees
are signed up for the
program”

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#EngageU
“At a company event with
upper management, I can
use BAM to quickly reference
company information and
look informed and in-the-
know”
Jess Skelton
Manager, Social Media and
Content Marketing
TripIt BAM
@Jess_Skel

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How are you defining success?
#EngageU

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What does success look like for BAM
• Relying on metrics they receive from
dashboard to determine benchmarks
• Program running for a year and can
now set month to month goals and
can show growth.
• Utilizing AMV to gauge monetary
impact of the EA program and other
Social Marketing programs.
#EngageU

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What do you see for the future of BAM?

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What’s Next for Team TripIt BAM
● Continuing to build out a solid internal
marketing campaign
● Scale up program to the next level to
involve to the Concur and SAP team
● There is a lot to benefit for both
companies to be in the know with what
they are doing
#EngageU

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Tips for anyone thinking about getting
started?

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Tips for Getting Started
• Do your research and find a tool to tackle your communication
challenges
• Develop content around what employees need to know
• Find a way to deliver real-time news and content directly to
employees
#EngageU

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You have content everywhere, make it accessible
Company
News & Email
Company
Social Feeds
Industry
News Feeds
Training Videos
Compliance Info
Corporate News
Surveys
Office Events
HR Announcements
Employee Spotlight

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Deliver content to your employees in a consumable way
<<Brand>>
Our CEO is making a big
announcement!

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Interested in Learning More?
#EngageU
Download our Ebook
Four Steps to Launching an Employee
Advocacy & Engagement Program in 30 Days
http://bit.ly/fourstepsin30days
Join our next webinar on April 28!
Request a Customized Demo
844.WRK2LFE
http://www.socialchorus.com/tour
info@socialchorus.com

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#EngageU
Take a Trip with Employee Advocacy: How TripIt relies
on employees to promote their awesome culture
Jess Skelton
Manager, Social Media and
Content Marketing
TripIt BAM
@Jess_Skel
Nicole Alvino
Co-Founder and Chief
Strategy Officer
SocialChorus
@nalvino