All it takes is one post - An Opportunity or Risk?

The Power of Socialized Employees

Greg Shove, Founder & CEO SocialChorus

@gregshove

Employee Advocacy: Turning

Social Marketing Inside Out Software & training for

your insiders

– your best employees,

partners and customers –

to share your brand’s

good news with their

social networks.

Customers

Employees & Partners Social

Media Team

Why Employees as Social Brand

Advocates?

Engaged employees are 2x as productive

and generate up to 80% of all customer

satisfaction2X

of employees’ Twitter followers are new to

the brand

92%

An everyday employee is two times more

trusted than a Chief Executive.

2X— DELL study 2012

— National Business Research Institute

— Edelman Trust Barometer 2013

More trusted

New audience

More productivity

The Power of Employees…

Engagements

10,000,000*

1,000,000Facebook Fans

>Unique content creations

Reach

50,000

5,000

*Annual results per 1K advocates

135Employees

Welcome and train

Welcome and

orientation video

Customizable terms and

conditions

• Can embed

training and T&C’s

within experience

Employee Advocate Experience

Brand News Feed

• Automated content

from many sources

• Supports

• RSS feeds

• Facebook pages

• Instagram accounts

• Twitter accounts

Sharing Content

• Easy to share

• Across any major

social network

• Advocates customized

messages

• Embedded FTC

compliance and

tracking

Content Creation• Easy to create

content for any

platform

• Can include

Glassdoor reviews,

photos

AT&T is Scaling Employee Advocacy

Before

SocialChorus50 advocates,

manual processes,

no measurementAfter

SocialChorusScale to 2000

advocates & growing,

scalable process,

measurable results

0

1000

2000

3000

4000

5000

1

Pain point: Software

needed to scale &

measure program

50Advocates

Generate $125k AMV

monthly

1,100Advocates

2,500Advocates

November 2013

February 2014

2015

500Advocates

5,000Advocates

April 2014

April 2012

Employee Advocates Drive Results

• Most employee advocacy programs

• Latest company news via social feeds

• Enable content sharing across all networks with hashtag

• Ask employees to share Job postings and create Glassdoor reviews

• Include video training & compliance

• Can prove ROI with

• Lower cost to train and onboard social employees

• Marketing value of the social reach of these employees

Employee Advocacy is For All

Companies

Financial

Services

Travel

Tech &

Telecom

Retail

Consumer

Packaged

Goods

Getting Started

1. Align program goals to business objectives

2. Start with a social media policy

3. Get executive buy-in (identify a champion)

4. Create a content & engagement plan

5. Identify most social employees

All it takes is one post - An Opportunity or Risk?

Social Media: Welcome to the Wild, Wild West

Our Cast of Characters

The Good

The Bad

The Ugly

Blurred Lines

He Spent a Little Too Much Time at the Saloon

39%

43%

of hiring managers used social media to research job candidates in 2013

of those said that what they learned caused them not to hire the candidate

source: Careerbuilder.com

There’s a New Sheriff in Town

2012

60%

10%

2015

Companies with formal programs for monitoring employee activity on social media (Gartner)

The First Step is Your Policy

Published Policy

General Guidelines

Informal with Expectations

Social Training Provided

Monitored Use

No Policy

Don’t Know

COMPANY SOCIAL MEDIA POLICIES

0% 10% 20% 30% 40%

23%

31%

17%7%

9%24%

8%

source: SilkRoad

Communicate on the Employee’s Terms & Timeline

GOAL:TOOL:

Risk Mitigation

PDF (10+ pages)

GOAL:TOOL:

Awareness

Web Video (2-4 mins)

Takeaways

1 2 3With great power

comes great responsibility

Take a stance on social media with a

published policy

Communicate with employees on their terms & timeline to drive proper social

media behavior