Getting Started with an Employee Advocacy Program

#SMTlive

Submit  your  questions  in  the  GotoWebinar  Presentation    window  

Follow  along  and  

share  your  thoughts  

on  Twitter  at      

#SMTlive  

Join the Conversation…

#SMTlive

Thanks to Our Sponsor

@EveryoneSocial

#SMTlive

Our Speakers

#SMTlive

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Heather Dopson is a well known speaker on Social Business Strategy and Employee Social Empowerment. She consults with brands to help them scale small social teams into powerful social business models by leveraging every department in the company. As the Social Operations Manager at Infusionsoft, Heather built the social business infrastructure by implementing Social Customer Service, Social Voice of Customer, Social Recruiting and Employee Social Advocacy programs. @heatherdopson

Rob Nolte is currently the VP of Business Development at EveryoneSocial. Prior to joining EveryoneSocial, Rob was the co-founder and head of business development at Extole. Not long before joining EveryoneSocial, Robert came to the conclusion that one day every company would involve their employees as a natural extension of their marketing arm. @rob_nolte

Susan Emerick is the Founder of Brands Rising, LLC providing strategic advisory services in social media analytics, influencer engagement & employee advocacy. Prior to pursuing an entrepreneurial path, she lead a number of IBM's transformational social business & digital strategy initiatives which reshaped the way the global brand engaged in the internet era. @sfemerick

@sfemerick

Susan Emerick Founder of Brands Rising

Provides strategic planning & services to create, implement and scale successful employee advocacy programs. Drove and implemented IBM’s employee advocacy program globally

@sfemerick

Co-author of The Most Powerful Brand On Earth

@sfemerick

Tips  on  ge*ng  started  

①    Building  the  business  case:  Understand  &  Ar:culate  Why  You  are  Star:ng  a  Program  

②  Set  Goals  and  Objec:ves  

③  Find  a  Champion  

④  Build  a  pilot  with  early  adopters  

@sfemerick

@sfemerick @sfemerick

@sfemerick

@sfemerick

84%    trust  people    they  know  

92%

70%

58%

50%

46 - 47%

40 - 42%

Survey  Ques*on  To  what  extent  do  you  trust  the  following  forms  of  adver:sing?  

92%

70%

58%

50%

47%

40%

33%

30%

@sfemerick

@sfemerick

Sales  correlate  with  the  total  number  of  people  who  advocate  for  a  brand  -­‐-­‐  across  industries.  

•  On  average,  53%  of  changes  in  online  and  offline  sales  can  be  a<ributed  to  changes  in  the  number  of  people  advoca*ng  for  a  brand  online  

•  Not  the  number  of  online  messages  or  posts  about  a  brand  

Monthly  Change  in  Online  Promoters  v.  Monthly  Change  in  Sales    

Monthly  Change  in  Total  Online  Promoters  

Mon

thly  Change  in  Sales  

Sources:

@sfemerick

@sfemerick

Traffic  from  employee-­‐owned  social  media  converts  at  a  significantly  higher  rate.  

Source: Susan Emerick, “IBM Select Social Eminence Program, 3Q 2012 Measurement Framework Pilot”. September 2012.

Conversion Rate by Traffic Source IBM - 2012

Con

vers

ion

Rat

e

@sfemerick

@sfemerick

Set  Goals  and  Objec:ves

Align  to  business  goals  and  priori*es,  for  example:  

ü New  markets  

ü Market  growth  

ü Customer  Acquisi*on  

ü Reten*on  and  Loyalty  

ü Financial  Growth  or  Cost  savings  

Make  sure  program  goals  and  content  align  with  corporate  branding  ini*a*ve  

@sfemerick

@sfemerick

Find  a  Champion  or  beWer  yet,  be  one!  

Image source: meloveletters.com @sfemerick

@sfemerick

Build  a  pilot  with  early  adopters

Common characteristics of best suited candidates: ü  Exper*se  aligned  to  business  priori*es,  they  can  be  Technical  or  Business  

topical  experts    

ü  Comfortable  collabora*ng,  commen*ng,  publishing  in  social  environments  

ü  Comfortable  with  and  finds  value  in  crea*ng  rela*onships  digitally    

ü  Commi<ed  to  sustaining  ac*vity  and  evolving  par*cipa*on  to  achieve  personal  and  business  objec*ves  

ü  Willing  to  leverage  internal  listening  capabili*es  to  iden*fy  exis*ng  social  graph  and  enhance  online  professional  network   @sfemerick

Join Us In Person in Atlanta

#SMTlive

bit.ly/AdvocacySummit

@sfemerick

•  EveryoneSocial                        The  Employee  Advocacy  PlaTorm  

•  Based  in  San  Francisco  Bay  Area  

•  HQ  –  Salt  Lake  City,  UT  Rob Nolte @rob_nolte VP Business Development

@sfemerick

Why  Leverage  an  Employee  Advocacy  Pla\orm

ü  Provides Massive Scale

ü Reduces Manual Efforts and Provides Gained Efficiencies

ü  Employees Benefits

ü Reporting, Accountability, Rewards and Recognition Capabilities

@rob_nolte

@sfemerick

Companies  Inves:ng  in  Employee  Advocacy  &  Pla\orms

@sfemerick

Look  Familiar?

@rob_nolte

@sfemerick

Review and Choose Content to Share Share to Multiple Networks

Posting

@rob_nolte

@sfemerick

Company  Benefits  With  Pla\orm ü  Organized  curated  content  for  employee  sharing,  all  in  one  spot  

ü  Ability  to  automate  content  cura*on,  allow  employees  to  curate  too  

ü  A  Social  Seller’s  dream  

ü  HR  recrui*ng    

ü  SEO  value  

ü  Visibility  into:    •  who  shares  •  what  content  they  share  •  clicks,  engagement  &  EMV  more  

@rob_nolte

@sfemerick

Employee  Benefits

ü  Appropriate  content  can  be  sourced  for  them  

ü  One  place  for  content  and  sharing  

ü  Share  via  mul*ple  channels  in  one  place  

ü  Build  their  own  brand  and  establish  thought  leadership  

Conversation with Dell Employee Ambassador:

Dave R: “Hey, I’m from Dell and use your product”

EveryoneSocial: “Really? That’s great. How do you like it?”

Dave R: “I love it!”

EveryoneSocial: “That’s great, what do you like about it the most?

Dell Employee: “That’s easy… it makes me look smart.”

@rob_nolte

@sfemerick

How  Infusionso_  Built  a  Successful  Employee  Advocacy  Program

Heather Dopson @heatherdopson

@sfemerick @heatherdopson  

ü   Iden*fied  our  supporters    ü   Educated  our  opponents    ü   Defined  our  challenges    ü   Set  the  vision  

Making  the  Case  and  Ge*ng  Execu:ve  Buy  In

@sfemerick @heatherdopson  

ü   Created  guardrails  

ü   Iden*fied  our  digital  na*ves  

ü   Looked  for  rising  stars  

ü   Shared  the  vision  

Employee  Par:cipa:on

@sfemerick @heatherdopson  

ü   Understood  employees’  goals  

ü   S*mulated  compe**on  

ü   Shared  leaderboards  

ü   Intrinsic  Rewards  

Keeping  Employees  Engaged

@sfemerick

ü   Direct  involvement  

ü   Growth  of  personal  brand  

ü   Ease  &  efficiency  

ü   Expansion  of  reach  and  following  

Program  Benefits  for  Employees

80000  

100000  

120000  

140000  

160000  

180000  

200000  

jan   feb   mar   apr   may   jun   jul   @heatherdopson  

@sfemerick @heatherdopson  

ü   More  employees  reading  and  sharing  company  content    ü   Increased  social  ac*vity  overall  by  employees    ü   Increased  engagement  with  the  brand    ü   Increased  traffic  to  brand  websites  

ü   Direct  posi*ve  impact  on  revenue  

Program  Benefits  for  Infusionso_

Submit  your  questions  in  the  GotoWebinar  Presentation    window  

Follow  along  and  

share  your  thoughts  

on  Twitter  at      

#SMTlive  

Join the Conversation…

#SMTlive

Our Speakers

#SMTlive

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Heather Dopson is a well known speaker on Social Business Strategy and Employee Social Empowerment. She consults with brands to help them scale small social teams into powerful social business models by leveraging every department in the company. As the Social Operations Manager at Infusionsoft, Heather built the social business infrastructure by implementing Social Customer Service, Social Voice of Customer, Social Recruiting and Employee Social Advocacy programs. @heatherdopson

Rob Nolte is currently the VP of Business Development at EveryoneSocial. Prior to joining EveryoneSocial, Rob was the co-founder and head of business development at Extole. Not long before joining EveryoneSocial, Robert came to the conclusion that one day every company would involve their employees as a natural extension of their marketing arm. @rob_nolte

Susan Emerick is the Founder of Brands Rising, LLC providing strategic advisory services in social media analytics, influencer engagement & employee advocacy. Prior to pursuing an entrepreneurial path, she lead a number of IBM's transformational social business & digital strategy initiatives which reshaped the way the global brand engaged in the internet era. @sfemerick

Thanks to Our Sponsor

@EveryoneSocial

#SMTlive

Join Us In Person in Atlanta

#SMTlive

bit.ly/AdvocacySummit