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Making the Case for Employee Advocacy at Your Firm

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December 1, 2015 Webinar:
In the age of employee advocacy, your brand can be as powerful as your workforce is enthusiastic. If your workforce is motivated, engaged, and socially equipped, you can pull off an appropriate and successful employee advocacy program. In fact, if your organization is mid-sized and doesn’t have at its disposal the marketing tools larger outfits might have, internal brand advocates are often the most powerful and cost-effective marketing tool in your arsenal. Our new report on the current state of employee advocacy finds that 64% of advocates cite a workplace program as the reason for attracting new business, and 45% can directly attribute new revenue streams to formal programs. So while you might not be able to dedicate an entire team to implementing a program, it's good for business to assemble your core of informed, active, and proud employee advocates. A great employee advocacy program knows no size boundaries.

In this webinar, join our panelists as they discuss:

Statistics from our report, including why 84% of employee advocates say it's had a positive effect on their career;
Why employee advocacy is word-of-mouth marketing at its best, and can give your brand an edge in the noisy marketplace;
How to identify the most motivated and engaged employees and activate their personal drive on behalf of your organization;
A content strategy that combines company and employee content for an authentic and relevant mix;
And how to use employee advocacy to amplify your brand beyond the limits of its size.

Published in: Business
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Making the Case for Employee Advocacy at Your Firm

  1. 1. Making The Case For Employee Advocacy At Your Firm #SMTLive
  2. 2. #SMTLive Thank You to Our Sponsor @Dynamic_Signal
  3. 3. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
  4. 4. #SMTLive Our Speakers Jason Spencer is a social media community manager at Humana, a Fortune 100 company in Louisville, KY. He leads Humana’s employee advocacy program and its social customer care strategy. Understanding consumers and social trends, Jason leads employees to advocate for Humana, drive brand lift and increase positive brand sentiment. @JasonWSpencer Arwen Heredia (formerly Petty) is the Content + Communications Manager and purveyor of light bloggery, tweets, and nonsense at Spigit, the leading SaaS provider for crowdsourcing innovation headquartered in San Francisco. She lives in the Bay Area with her husband, baby girl, and two cats who think they're people. @ArwenRenee Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. As traditional media went digital, and the internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey Lee Frederiksen is the managing partner at Hinge and is a researcher and former tenured professor at Virginia Tech, where he became a national authority on organizational behavior management and marketing. He left academia to start up and run three high-growth companies and at Hinge, he leads the research team where they conduct studies of professional services firms and provide research and strategy for clients. @HingeMarketing
  5. 5. #SMTLive Maturity Level of Employee Advocacy Programs Source: Understanding Employee Advocacy and Social Media, Hinge & Social Media Today
  6. 6. #SMTLive Over 96%identified benefits from engagement on social media. Source: Understanding Employee Advocacy and Social Media, Hinge & Social Media Today
  7. 7. #SMTLive Benefits Firms Receive from Employee Advocacy Source: Understanding Employee Advocacy and Social Media, Hinge & Social Media Today
  8. 8. #SMTLive Firms with Employee Advocacy Programs Grow Faster Source: Understanding Employee Advocacy and Social Media, Hinge & Social Media Today
  9. 9. #SMTLive Tools Used to Help with Engagement on Social Media Source: Understanding Employee Advocacy and Social Media, Hinge & Social Media Today
  10. 10. #SMTLive Impact of Social Media on Career of Advocates Source: Understanding Employee Advocacy and Social Media, Hinge & Social Media Today
  11. 11. MAKING THE CASE FOR EMPLOYEE ADVOCACY AT SPIGIT MAKING THE MOST OF THE PEOPLE WHO KNOW YOUR BUSINESS BEST V1.0 10.22.2015 ARWEN HEREDIA CONTENT + COMMUNICATIONS MANAGER
  12. 12. SPIGIT: SOFTWARE FOR CROWDSOURCING INNOVATION MARKET SHARE IN INNOVATION MANAGEMENT #1 MILLION USERS IN 150 COUNTRIES 4.5 GROWTH IN CUSTOMERS’ TOP-LINE $1B+ PATENTS DRIVEN BY CUSTOMERS 200+ Gartner and Forrester TRUSTED BRANDS TOP INNOVATION PRACTICES LIFE SCIENCES, TECHNOLOGY FINANCIAL SERVICES INSURANCE CONSUMER GOODS, TELECOM, RETAIL THESE COMPANIES BUILD THEIR INNOVATION PRACTICES ON SPIGIT GLOBAL FINANCE & INSURANCE LEADING PHARMA & TECH
  13. 13. Strong brand with followers on all major social channels Employees with vast networks, both professional and personal Rich content worth sharing, in multiple formats (case studies, videos, eBooks, etc.) WHAT WE STARTED WITH WHAT WE NEEDED An easy way to get content in front of our employees A way to prove to people that the content was relevant, and could help them achieve their own goals Demonstrate the real connection between content and outcomes A platform to help employees share content with minimum effort ? ? ? ?
  14. 14. 14 GETTING BUY-IN: THE WHO AND WHY Employees are front-line product experts with networks of customers, prospects, and thought leaders Employees are a critical resource of industry/ competitor expertise, but are widely underused Employees know your business best, and are aware of challenges, change, and opportunities Research: employee advocacy = 90% better growth than competitors*/ are 52-60% more trustworthy** Promotes a transparent + collaborative culture, helps break down silos and promote innovation Involving employees in brand awareness = higher employee engagement, leading to 87% reduction in turnover + 20% improved performance Ensures messaging + voice consistency, reducing confusion and nurturing brand ambassadors Sources: Gallup Research, Edelman Trust Barometer 2015, Corporate Leadership Council
  15. 15. RESULTS Tailored Avg. # of Shares Across Channels (per month) 15 > 415 Avg. # of Total Impressions (per month) Employee Participation 3.5k > 255k4% > 60% The Results! HOW WE DID IT EXECUTIVE BUY-IN CONSISTENT DRUM BEAT CLEAR INCENTIVES GENUINE + PERSONAL COMMS
  16. 16. Jason W. Spencer Community Manager, Humana Inc Enterprise Social Media Team Twitter - @JasonWSpencer In/JasonSpencer100
  17. 17. #SMTLive Humana Advocates – Employee Advocacy Program • Our challenge: Humana wanted to amplify their Bold Goal - The communities we serve will be 20% healthier by 2020 because we make it easy for people to achieve their best health - by enabling employees to share content with their social networks. Humana has changed over time from nursing homes, hospitals, and insurance to a health and well-being focus. The major industry challenges were to amplify the brand, build trust with consumers and stay within FTC regulations.
  18. 18. #SMTLive Results & Highlights • Employees must attend 1 hour training session • Started with 70 employees • Open to all 50,000+ employees in August • 7K shares from employee advocates; 14K Clicks; 4K reactions • 3M impressions/potential reach • 80% industry content and 20% branded content, but equal amounts of reactions for both • 6% of all Brand Mentions
  19. 19. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
  20. 20. #SMTLive Our Speakers Jason Spencer is a social media community manager at Humana, a Fortune 100 company in Louisville, KY. He leads Humana’s employee advocacy program and its social customer care strategy. Understanding consumers and social trends, Jason leads employees to advocate for Humana, drive brand lift and increase positive brand sentiment. @JasonWSpencer Arwen Heredia (formerly Petty) is the Content + Communications Manager and purveyor of light bloggery, tweets, and nonsense at Spigit, the leading SaaS provider for crowdsourcing innovation headquartered in San Francisco. She lives in the Bay Area with her husband, baby girl, and two cats who think they're people.@ArwenRenee Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. As traditional media went digital, and the internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey Lee Frederiksen is the managing partner at Hinge and is a researcher and former tenured professor at Virginia Tech, where he became a national authority on organizational behavior management and marketing. He left academia to start up and run three high-growth companies and at Hinge, he leads the research team where they conduct studies of professional services firms and provide research and strategy for clients. @HingeMarketing
  21. 21. #SMTLive Thank You to Our Sponsor @Dynamic_Signal
  22. 22. #SMTLive Upcoming Webinar December 3rd Is Social Media Worth Multi-Million Dollar Investment? Using Social Listening to Determine the ROI of Social Media

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