Top 5 Employee Advocacy Use

Cases

What is Employee Advocacy?

Employee Advocacy is defined as

companies empowering their employees to

amplify the goals of the brand through

sharing marketing approved content to

THEIR social media network.

15% of People Trust Messages From Companies

Employees Are The Untapped

Marketing Channel

of Consumers Trust Recommendations

From People They Know 90% The average overlap between a brand’s followers

and it’s employees’

followers is only 8%

Top 5 Employee Advocacy Use Cases

Let proud employees

endorse the

company as a great

place to work & help

with recruiting

HR & Company

Culture

Establish & extend

relationships with

prospects and

customers on social

media

Social

Selling

Increase sales leads

& conversions by

having an always-on

marketing channel

Lead

Generation

Humanize your

brand and increase

awareness through

your employees’

authentic voice

Brand

Awareness

Drive more

registrants &

attendees to

webinars and events

with real-time

sharing

Event

Promotion

Drive 20-50% of

overall event

registrations

11X more company

content amplification

5X website traffic;

25% more leads

Increase brand

awareness by 14X

27% more optimistic

about Co future

The Need to Engage

“Employees are disengaged at work, and organizations

have been exploring how social and digital technologies

can address this problem. But Altimeter found that only

41% of organizations believe they take a strategic

approach to employee engagement, while only 43%

believe they have an organizational culture of trust and

empowerment.”

- Altimeter

Business Benefits

Employee Benefits

Metrics

HR & Company Culture

• 27% more optimistic

about Co future

• 20% more inspired

• 12% more productive

(happy employees)

• Increase employee

engagement beyond

13% avg

Business Value / Improve company reputation & talent acquisition Employees can take positive actions to promote or defend their employers brand

Owner: HR & Internal Communications

• Let proud employees endorse the company as a great place to work

• Accelerate recruiting with job opportunity referrals

• Align to Co mission & culture by amplifying key initiatives

• Allow employees to share company messages as thought leaders

• Feel the company is helping them build their personal brand

• Build up employee social profile/ increase # followers

• Gain greater visibility across the org and with management

• Recruit & get to work with friends

Business Benefits

Employee Benefits

Metrics

Key Statistics

• 92% of business-to-business buyers now start their search online

• B2B buyers are 57-70% through the buying process before they even engage with

sales

Social Selling

• 11x more company

content amplification

• 64% of teams that

use social selling hit

quota compared to

49% that don’t

• 700x increase in

content engagement

if employee sends

• 9:1 engagement ratio

of content

Business Value / Increase Revenue

Owner: Sales & Partners

• Establish and extend relationships with customers and prospects to social media

• Share thought leadership content with employee authentic voice

• Influence customer and prospects to purchase with positive company content

• Use content to (re)engage your buyer

• Make it easy to share approved content and build up your social media personal brand

• Help make and exceed quota by getting engaged earlier in the buying cycle

InterCall Social Selling Case Study

• $1.4 billion dollar division

of West Corporation

• Relatively small marketing

spend

• Over 500 sales people in

NA

• Marketing investment

primarily is in sales reps

9

About InterCall

Your Organization

• Tap into our heavy investment in sales people

› Help increase their engagement with social media

› Use them to drive more leads and event registrations

› Establish sales reps as experts within their networks

• Get more from our content

• Provide alternative to sending emails with

articles/materials and hoping reps will share

those pieces with customers/prospects

• Establish InterCall as a thought leader

Goals for Social Selling

10

Business Benefits

Employee Benefits

Metrics

Lead Generation

Business Value / Increase Revenue

Owner: Marketing / Campaigns

• Increase sales leads & conversions by having an always on channel

• Save marketing costs versus paid media

• Increase shares, impressions and website traffic

• Personal recognition amongst peers & friendly competition in leaderboard ranking

• For sales, directly impacting pipeline

• 5x Increase website

traffic

• 5x lead conversion

• 13% savings in cost per

lead

• 25% more leads from

social

• 100% results tracking

and ROI

Business Benefits

Employee Benefits

Metrics

Brand Awareness

Business Value / Improve Company Reputation & Increase Revenue

Owner: Marketing, Communications, Corporate

& Content Marketing

• Increase awareness by expanding reach through employees’ authentic voice

• Increase share of voice and create buzz for product launches and company news

• Expand social media reach beyond corporate channels

• Centralize approved content for safe content distribution

• Better manage crisis communications

• Feeling connected and in the loop on the latest news

• Proud to be part of the company and to share messages

• Really easy to share

• 14x brand awareness

increase

• Own >53% SOV for

24hrs

• 7x increase reach by

employee

• 700x increase in

content engagement

• Save 2MM in

equivalent earned

media

Business Benefits

Employee Benefits

Metrics

Event Promotion

Business Value / Increase Revenue

Owner: Marketing / Events & Campaigns

• Drive more registrants and attendees to webinars and events

• Supplement your traditional paid promotion with real-time employee sharing

• Leverage employee relationships and real-time invites to increase likelihood of attending

• Personal recognition amongst peers & friendly competition in leaderboard ranking

• For sales, directly impacting pipeline

• Drive 20-50% of

overall event

registrations from

social

• Increase event

registration and

likelihood of attending

by 50%