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How to launch an employee advocate program
Liz Bullock
CEO & Co-Founder
Social Arts & Science Institute (SASI)
@lizbbullock
#employeeadvocate
We need to build lost trust
Consumer Decision Making
1. Research prior to buying
2. Talk to friends and family
3. Ask to be treated uniquely
4. Want to be thanked after
purchase
5. If issue, expect quick resolution
Trust attributes have shifted from
operational excellence to more
engaging and transparent
behaviors
Confidential
2 11/21/2014• Edelman Trust Barometer 2013
McDonald’s transparency
Chicken McNuggets made with
so called “pink slime”
Alleged photo on internet
McDonalds created video to
show process
+ 3.5M YouTube views
SASI©
“McDonald’s is an incredible
example of radical
transparency, and building
trust by being
disproportionately forthright.”
- Jay Baer
Companies must rethink how they connect
with the marketplace
Challenges:
Prospects and customers are moving online at a rapid pace and
making decisions peer to peer
Companies are seeking authentic and genuine ways to build
customer relationships
How do you use social media authentically and engage with
the marketplace to deliver results?
Answer: Companies must train and scale employee advocates
to build long term relationships with prospects and customers
Different uses & values across organization
H.R. Sales
• Thought
leadership
• Sales
• Relationships
• Local level
Communications
• Brand story
• Stronger internal
communications
• Diverse story
Human Resources
• Recruiting
• Inside view of the
company
• Retention
People + Process + Technology & Culture
People
Culture
• Executive Support• Employee Activation
• Policy• Governance
• Training• Measurement
• Content
• Listening platform• Employee Advocacy
software
ProcessTechnology
How to launch an employee
advocate program in 7 steps
1. Identify business objectives
(sample)
All employees Sales Customer Service Marketing
Protect and consistent
brand online
Increase sales Cost savings Customer insights
Deepening customer
relationships
Lead generation Decrease online
customer complaints
Increase traffic to
website
Amplifying brand story Thought leadership Insights to improve
products and services
Increase store traffic
2. Find your most socially active employees
• Most influential
employees
• Department
• Latest social activity
• #hashtags
• Content
www.socialook.netwww.followerwonk.com
Employee Advocacy
solution should identify
active employees
3. Technology needs to be about adoption
(employee & organization)
Ensure technology is easy to use
Understand your requirements:
• Mobile
• Ability to serve diverse content
• Compliance requirements
Determine key metrics:
• # of advocates
• # of engagements
• Earned media value
• Top performing content
4. Give employees killer content
Foster an experiment-oriented mindset for testing and iteration
Think like a reader (and a search engine)
Create useful and credible content & reuse existing content
Understand social platforms for listening and distribution
Develop “fun and engaging” content
5. Leverage your culture for adoption
DoSomething.org leverages gong to alert open
environment of product shipping or new
campaign launch
Higher online engagement impacts reach
Source: http://www.linkedin.com/today/post/article/20130129044014-13583-smash-your-walls-or-how-
our-office-matches-our-culture
6. Identify employee “touch points”
SASI©
Job
Responsibilities
Onboarding
TIME
EM
PLO
YE
E A
DV
OC
AC
Y A
DO
PT
ION
Training
Qtly All Hands
Internal Comms
Annual
Performance plans
Review
Awards
DAYS 1 - 30 DAYS 90 - 120
7. Tell you love them #nofilter
Recap
1. Identify business objectives
2. Find your most socially active peeps
3. Technology needs to be about adoption (employee &
org)
4. Give employees killer content
5. Leverage your culture for adoption (bang a gong)
6. Identify employee “touch points”
7. Tell you love them #nofilter
Thank you & next steps
Any Additional Questions?
www.getSASI.com
@getSASI
www.socialchorus.com
@SocialChorus
socialchorus.com/resources
