Stanislas Magniant from MSLGROUP at #Webit CEE Digital Summit: "If content is the name of the game, the question is how to get it out there? Ask your employees. In every company you have those evangelists that are crazy about what you do. And why not gamify your employee advocacy program - whoever shares the most content, gets a Mars bar!"

1. Inside out
communications
Turning your employees into
social advocates
@StanM

2. 2
Something happened with Facebook…

3. 3
Brands no longer want « just » consumers

4. 4
They want fans

5. 5
They want supporters

6. 6
They want advocates

7. 7
People who can:
amplify your message,
respond on your behalf,
create a multiplier
effect

8. 8
But
most
brands
are not
like
that

9. 9
Not
everyone
can be
cool.
Otherwise
it wouldn’t
be cool

10. 10So here’s the dilemma…
Brands need advocates:
●« Who know our product and services »
●« Who are credible »
●« Who can help us engage with our customers, at scale »
Presentation Title – Date

11. 11
Look inside, not outside

12. 12
Over 50% of employees want to
share news and info about their
company
73% say they would share more
frequently and more often
(source : Dynamic Signal)
An everyday employee is 2x
trusted vs. Chief Executive
(Edelman Trust Barometer, ‘13)

13. 13Multiplier effect
Source: Dynamic Signal

14. 14
Source:
Dynamic Signal

15. 15Backoffice staff on the frontline
15
IBM
• 500 Thought Leaders
• IBM VOICES
Dell
• 10K Certified
employees
• Engage on behalf
of brand
Cisco
• 1.3K employees
amplifying
company
message
Sprint
• 2K employees
• Ninja Program
Black Belt
Best Buy
• 3K employees
• Answering customers
Intel
• 300+ employees
• “Experience Intel”
• Content
generation

16. 16Convenient

17. 17Measurable!

18. 18Engaging

19. 19

20. @msl_grou
p
MSLGROUP.COM
Stanislas Magniant
Head of Digital & Social EMEA
MSLGROUP, a Publicis Company
@StanM

21. Appendix
Presentation Title – Date

22. 22Roles and expectations
Presentation Title – Date
• Employees need their manager to realize:
• It’s not part of my job description, but I enjoy doing
it and should be recognized
• I don’t know what I can say and what I can’t say
about our company
• I am representing myself and participate in my
own ways – not always the ways you want me to
• I don’t know how, nor do I want to, use all of the
tools
• It’s not about numbers for me, it’s about
relationships
Employer needs to know that employees…
• are actively using social media to develop their
brand and find the right people to participate
• are familiar with our social policies and
guidelines
• want to be involved in the development of our
brand programs
• recognize that they are representatives of the
brand
• believe that we are here to support them
• are willing to share information about our brand

23. 23