Gallo Winery’s Guide for Training & Engaging Employee Advocates

2#EngageU

Nicole Alvino

Co-founder & Chief Strategy Officer at

SocialChorus

@Nalvino

Gallo Winery’s Guide for Training & Engaging Employee Advocates

Karen Mizell

Senior Manager of Sales Communications at E. & J. Gallo Winery

@karenmizell

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SocialChorus surveyed 1,000 employees from enterprise

companies.

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Workplace Communication Needs to Improve

Both employees and managers agree that there isn’t enough effective communication internally.

• 94% of employees want to hear more about what is going on

from leadership

• 68% of executives believe they do a “good” job of

communicating

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…Only 21% of employees agree

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When employees are engaged and well-informed, they will engage and

inform their network.

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Employee Engagement Leads to Employee Advocacy Employees who feel connected with the brand are also more empowered to advocate for the brand.

• 93% of employees say they would be good at advocating for the

brand

• 87% of employees see the career benefits of advocating for the

brand

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Why Don’t Employees Already Advocate?

• 55% of employees don’t share about the brand

because they are worried they’ll get in trouble

• 44% of employees don’t know what

information they can and can’t share

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Why Leadership May Push Back on Employee Advocacy

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Nicole Alvino

Co-founder & Chief Strategy Officer at

SocialChorus

@Nalvino

Gallo Winery’s Guide for Training & Engaging Employee Advocates

Karen Mizell

Senior Manager of Sales Communications at E. & J. Gallo Winery

@karenmizell

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What inspired Gallo Winery to get started with employee advocacy?

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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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“At Gallo Winery, our employees are highly engaged and very passionate about our products. It’s natural to tap into that passion.”

Karen Mizell

Senior Manager of Sales Communications at E. & J. Gallo Winery

@karenmizell

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Wanted: Safe-to-Share Brand & Industry Content

• The alcohol industry is a highly regulated industry, especially when it comes to social media

• Employees are the brand’s top word-of-mouth marketers

• The Gallo Ambassadors’ employee advocacy program provides employees with easy access to safe-to-share content

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How did Gallo Winery get internal buy-in for their employee advocacy

program?

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“The fact that we have highly engaged employees who are passionate about our brand made the concept of employee advocacy intuitively appealing.”

Karen Mizell

Senior Manager of Sales Communications at E. & J. Gallo Winery

@karenmizell

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3 Ways Gallo Winery Achieved Internal Buy-in

1. Aligned senior stakeholders on program goals and the plan to launch the program in phases

2. Created a training program to ensure that employees were well-informed on industry and brand regulations for sharing

3. Collaborated with the marketing team to create an employee advocacy strategy that would efficiently amplify the existing digital and social media brand content

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Employee Advocacy: Benefits Company-wide• Social Media Marketing: Increase

awareness

• Communications: Engage employees

• Sales Professionals: Drive leads

• Human Resources: Attract top talent

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How did Gallo Winery train employees to safely represent the

brand on social media?

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How Gallo Winery Mitigates Social Media Risk With Training

• Provided legal training for all employees who are part of our Gallo Ambassadors program

• All participants had to get 100% on a social sharing quiz we developed in order to start sharing

• The quiz included sample posts and tested employee knowledge on which ones would be appropriate to share

• This way employees could show that they understand the guidelines

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What kind of content do Gallo Winery employees share?

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Engage & Empower Employees with Content

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Engage & Empower Employees with Content

• Content about new wines and cocktail recipes drive engagement among employees and on social media

• Employees also share job postings and company culture content that positions Gallo as a great place to work

• Our most successful posts featured Gallo’s 100% score from the Human Rights Campaign as one of the best places to work for LGBT equality

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Engage & Empower Employees with Content

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How has employee advocacy impacted Gallo Winery’s business

goals?

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Gallo Winery’s Employee Advocacy Results & Wins

• Raised brand awareness and increased social media impressions and engagement for our brands

• In less than 6 months:

• 1.3 million impressions

• Facebook: 900+ employee shares lead to 9,000+ audience engagements

• Instagram: 200+ employee shares lead to 4,700+ audience engagements

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Measure Program Impact

ConnectPromoteAggregate MeasureShare

27#EngageU

Nicole Alvino

Co-founder & Chief Strategy Officer at

SocialChorus

@Nalvino

Gallo Winery’s Guide for Training & Engaging Employee Advocates

Karen Mizell

Senior Manager of Sales Communications at E. & J. Gallo Winery

@karenmizell

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The use of mobile to accomplish everyday tasks

is increasing — especially for working professionals.

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Create a Consumer Experience for EmployeesEmployee communication strategies that adapt to consumer expectations work better. The majority of your workforce wants to receive company information via a mobile app.

• 82% of Millennials

• 76% of Gen X

• 54% of Baby Boomers

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Be Better ConnectedWe believe connection drives engagement, productivity and advocacy for modern enterprises.

Thank you!