Unlocking The Secrets Of Employee Advocacy

Sponsored by: MOOPresented by: Julio Viskovich

Meet Today’s Sponsor• Award-winning online design and print business• Passionate about great design and the difference it can make

to our customers and the world• Global company with nearly 400 employees

• 5 offices (London, Boston and Providence, RI)

Julio

Julio is the VP of Marketing at rFactr and a professor of digital marketing at the University of British Columbia. He was recognized as a Forbes top 30 social media influencer and is the recent author of Sellarketing: A Guide To Aligning Sales and Marketing. Julio has worked with companies like Microsoft and HootSuite to develop awareness in North American and global markets.

How are social networks transforming business?

What is Employee Advocacy?

Employee advocacy is about channeling the passion and knowledge of your

employees to GROW your brand by enabling your people to utilize THEIR

trusted social networks to amplify content that is beneficial to both the

employee and the company.

Social Media creates brand challenges and opportunities for companies

1. Hyper exposure2. Collective exposure

OPPORTUNITY

Unleash unrecognized, underutilized authentic

marketing force!=> Your Employees

Few employees share company-related content today…

Source: LinkedIn April 2015

2%of employees share

company content with their personal network

…yet this small group drives significant engagement.

They are responsible for 20% of the overall engagement that content

receives.

• Do you have enough content today?• What content is preferred by your customers?• Paid vs Create vs Curate

Content Considerations

Source: ImageX Media

A Shift In Thinking: 1:1 vs 1:Many

Source: Sales Benchmark Index

• WIIFT – What’s In It For Them?• Internal Marketing Strategy• Outreach and Communication• Employee Development Programs

Before Getting Started: How You Will Put The Puzzle Together

Marketing + HR = Good Company CultureLet proud employees endorse the company as a great place to work and help drive corporate recruiting.

• Deliver Consistent Messaging

• Accelerate Recruiting Efforts

• Increase Job Opportunity Referrals

• Turn Employees to Thought Leaders Online

Source: ROI via rFactr SocialPort

Marketing KPIs: Measure Employee Advocacy

• CPM/CPC for Cost Justification

• Reach, Engagement, Amplification, Conversion

Microsoft Partner Project

156 partner orgs

unique social accounts

222kconnections

44k

9.5k logins

13.9k posts hours logged55k

Cost Per Thousand Impressions (CPM) @ 100% usage*

1256123k

31.5k

$.14

Justification: Pitching The Program

From 0 to 30: Ensuring Success

• Program Sign Ups• # of Logins• # of Social Shares• # of Approved Profiles

• Adoption • Employee Satisfaction• Brand Awareness• Training Progression• Lead Generation

Shared KPIs: Creating Departmental Alignment

Source: Altimeter Group

Working Together With All Departments To Ensure Success

This is a Journey, Not Instant Gratification

#Winning With Employee AdvocacyDeloitte Africa

• 25% adoption of the Deloitte Africa (1,500 employees)

• 26,000 shares of their content, 41,000 clicks, 90 million impressions

• Earned media value to an estimated $80,000

Humana

• ESN called “Buzz” • Internal champions and

stakeholders• People-centric approach to

ROI

http://bit.ly/sbehum

http://bit.ly/DG-Deloitte-Africa

Closing Question:What action can you take

now to - introduce this,

begin to incorporate it, pilot it...?

And on this slide...Look, a special offer!

Get a beautiful ‘Networking Starter

Pack’ of personalized stationery, business

cards, and note cards

+ the chance to win $500 worth of MOO’s award-

winning design services.

Head to moo.com/marketingpro

fs

Thank You