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EMPLOYEE AS BRANDTHE 2016 STATE OF
EMPLOYEE ADVOCACY
JenMcClureCEO
MikeLeeDirector,ProductManagementSocialMediaProtectionDivision
ABOUTOURSPEAKER
JENMCCLURECEO,JEMCONSULTING&ADVISORYSERVICES
AboutProofpointSocialMediaProtection
• Accounthacksor“takeovers”
• Maliciouscontent(hackers,deviants,etc.)
• Fraudulentaccounts
• Compliancerisk(regulations, brandpolicy)
Eliminatebrand,security andcompliance risksthatstandinthewayofenterprisesocialmediasuccess
Weprotectbrandsfrom…
ProofpointSocialMediaProtectionCustomers
• Corporatesocialmedia• Socialselling• Brandadvocacy
Over200majorbrandsuseusfor…..
WHAT IS EMPLOYEE ADVOCACY?
“Brandsempoweringemployeestosupportthegoalsofthebrand,throughemployee-ownedsocialmedia.Employeesusethesocialmediaaccountsthattheyownpersonally,suchastheemployee’spersonalTwitteraccountorFacebookaccount.”- ChrisBoudreaux,SocialMediaGovernance
http://socialmediagovernance.com/
WHY IT’S IMPORTANT
“Youremployeeshaveavestedinterestinyourcompany’ssuccess.Theywillbeyourmostcommittedandenthusiasticambassadors.Providingthemtheopportunityandsupporttobevisiblespokespeopleonbehalfofyourbranddrivesemployeeengagement, inspirescollaboration andimprovescustomerexperience.”- Susan Emerick
MEET THE SOCIAL CUSTOMER
• “Customer 2.0”: Well-informed, with unlimited access to information about your company, products, competitors and connected to influential peer-based social networks
• Social media conversations are sometimes more influential to the buying decision than traditional sales and marketing
• Social media has changed the way we collaborate – buying decisions start, progress and sometimes even close online
Employee and brand advocacy drives business• 84% of CEOs & VPs use social media to make buying decisions • More than 50% of the buying decision is now made based on information he or she finds online well
before a salesperson has a chance to get involved.• 78% of sales from the web go to the first company that responds to the inquiry • Social media has changed the way customers buy, and redrawn relationships between buyers and
sellers.
Employee and brand advocacy drives business• Consumers trust brand or product recommendations from friends and family• Brand messages are 8x more likely to be shared when shared by employees than
when shared by the brand• There is only an 8% overlap between the company’s followers and those of its
employees
Employee and brand advocacy drives businessEmpowering employees to use social media provides a valuable opportunity to:• Strengthen your brand and relationships with customers and prospects• Connect with customers and prospects• Share news, insights, expertise • Enhance thought leadership• Prospect and generate leads• Increase the scale and reach of your relationship and peer networks
ABOUTTHESTUDY2016STATEOFEMPLOYEEADVOCACY
ABOUTTHESTUDY• Survey-basedstudyconductedbyJEMConsulting&AdvisoryServices• OnlinesurveyconductedMarch– May2016• 134responsestosurvey• 56%ofthecompaniesthatrespondedtosurveyhademployeeadvocacyprograms(75)• 44%oftheinitialsampleof134respondentsdidnot,butofthose59companies,24%statedthattheyareplanningtolaunchonethisyear
• Sampleincluded:• 80%ofcompaniesfromtheUS• 11%UK• 7%EU• 2%Canada
COMPANY SIZE# OF EMPLOYEES
1-9915%
100-99915%
1,000- 5,00015%
5,001- 10,0008%
10,001-25,00015%
25,000-50,000
50,000+32%
ORGANIZATION TYPE
apubliccompany, 62%
aprivatecompany, 38%
INDUSTRIESADOPTINGEMPLOYEE&BRANDADVOCACYPROGRAMS
• Top industries adopting employee advocacy:• Business and professional services – 30%• Advertising / Marketing / PR – 15%• Technology – 8%• Nonprofits – 0%
• Missed opportunity for these mission-driven organizations
• Lowest adoption in highly regulated industries –correlates to risk issues:
• Financial services• Legal • Healthcare/Pharma
How long has your company had an employee advocacy program?
Lessthan1year31%
1-2years54%
3-5years15%
Lessthan1year 1-2years 3-5years Morethan5years
Who manages your employee advocacy program?
Marketing, 31%
PublicRelations 1%
CorporateCommunications, 23%
InternalCommunications 1%
SocialMedia, 23%
HR,8%
Other13%
How many employees participate in your employee advocacy program?
• Fewer than 100 – 31%• 100-1,000 – 31%• 1,000 – 5,000 – 38%
What percentage of your employees participate in your employee advocacy program?• Less than 1% – 15%• 1% - 10% – 62%• 11% - 50% - 15% • 51% - 100% - 8%
Does your organization have a Social Media Policy / Guidelines?
Yes 92%
No8%
ADOPTIONTREND:CORPORATESOCIALMEDIAPOLICIES&GUIDELINES
§ 12%ofthe2015Inc.500haveastandalonesocialmediapolicy• (anincreaseof5%over2014)
§ 33%haveawrittensocialmediaplan• (up16%)
§ 27%haveanonlinecrisismanagementstrategy• (down7%)
SOURCE:TheInc.500SocialMediaSurveyDr.NoraGanim Barnes,UMASSDartmouthSeniorFellow,SocietyforNewCommunicationsResearch
Do you have a mandatory training program for your employee advocates?
Yes54%
No46%
DIGITALCENTEROFEXCELLENCEMODEL
MISSION:• EnableThomsonReuterstogainacompetitiveadvantagethroughtheuseofdigitaltechnologiesby:
• Maximizingthedigitalandsocialmediacapabilitiesofourpeople• Developingandmaintainingsuccessfulenterprise-widestandardsandprocesses• Identifyinganddeployingbest-in-classdigitaltechnologies
STRATEGY ENABLEMENT GOVERNANCE
COMMUNITYOFPRACTICE
SOCIALMEDIAPLATFORMS&TOOLS2016STATEOFEMPLOYEEADVOCACY
Which channel(s) are most used by your employee advocates?
0
10
20
30
40
50
60
70
80
90
100
31
0
15
100
0 0
85
8
15
8
Google+
Quora
YouTube
Company-owned socialnetworks(e.g.,customer/partner/developer online communities)
Company-owned internal networks(e.g.,intranet)
Do you use an employee amplification tool?
Yes69%
No31%
Yes No
Please rate your level of satisfaction with this tool?
VeryDissatisfied11%
Neutral22%
Satisfied67%
QUICKPOLLADDRESSINGTHECHALLENGES&RISKSOFMANAGINGEMPLOYEEADVOCACYPROGRAMS
TOPGOALS&METRICS2016STATEOFEMPLOYEEADVOCACY
What are the goals of your employee advocacy program?
0
10
20
30
40
50
60
70
80
90
100
69
77
85
92
54 54
46
8
31
Elevateandhumanizebrand
Improveemployeeengagement
Amplifythereachofbranded content /reachnewaudiences
Enhancethought leadership position
Driveleads/sales
Strengthen relationships with keystakeholders
Employerbranding /Employeerecruitment
Support changemanagementinitiatives
Improvecustomerexperience/support
How do your measure success?• Increase in website traffic – 62%• Impressions – 46%• Improved employee engagement – 46%• Increase in social media following – 39% • Leads generated – 39% • Sales – 15%• Increased engagement with key constituencies – 7% • Content downloads – 7%
How satisfied are you with the success of your employee advocacy program?
Dissatisfied, 8%
Neutral, 31%
Satisfied, 54%
VerySatisfied, 8%
TOPCHALLENGES2016STATEOFEMPLOYEEADVOCACY
QUICKPOLLADDRESSINGTHECHALLENGES&RISKSOFMANAGINGEMPLOYEEADVOCACYPROGRAMS
What were the biggest challenges you face with regard to your employee advocacy program?
0
10
20
30
40
50
60
8
54
15 15
46
23 23
0
8
Executivebuy-in
Employeeparticipation
Training/enablement
Toolsandtechnologytosupport theprogram
Measurement
Content
Budget
Inappropriate useofsocial mediabyemployeesintheprogram
Resources tomanagetheprogram
LOOKINGAHEAD2016STATEOFEMPLOYEEADVOCACY
What are your goals for further developing your employee advocacy program in 2016?
0
10
20
30
40
50
60
70
80
90 85
54
23
46
31
62
Growth innumber ofemployeesparticipating
Expansion tootherfunctions /goals
Deployanewemployeeadvocacymanagementtool
Employeetraining
Morebudget
Better metrics /reporting onprogramsuccess
Other- WriteIn(Required)
KEYTAKEAWAYS2016STATEOFEMPLOYEEADVOCACY
KEYTAKEAWAYS
• Employee advocacy programs are not yet ubiquitous but adoption is growing rapidly
• Nearly 50% of the companies surveyed do not have an employee advocacy program
• Of those who do not currently have an employee advocacy program, 24% are planning to launch one this year
• Of those who do have an employee advocacy program, growth in the number of employees participating is the #1 goal
• Adoption is highest in the U.S.• Large organizations are adopting these programs in large
numbers
KEYTAKEAWAYS• Employee advocacy programs are being managed by various functions
• Primarily: • Marketing • Corporate Communications• Social Media
• Social selling programs are a primary subset of employee advocacy programs, but also not ubiquitous
• 46% of the organizations who have an employee advocacy program have a social selling program
• Organizations are seeing success with their social selling programs• Social selling behavior leads to a 2X increase in sales performance
through new clients, meetings secured and opportunities generatedSource:SalesforLife
RECOMMENDATIONSFORBESTPRACTICESMost employee advocacy programs are still fairly new – best practices are still developing and there is room for improvement:• Start a Digital Center of Excellence and provide training & enablement
• Strategy, enablement and governance lay the foundation for success• Align goals and program measurements • Prioritize social selling to demonstrate bottom line impact
RECOMMENDATIONSFORBESTPRACTICES
• Focus on engagement first, not just on increasing the number of advocates• Think about how to use more video and visual media • Consider security risks and take measures to address this risk to protect the
employees’ accounts and brand reputation
ProofpointSocialSight
• Helpsyouremployeescombathacks,avoidmistakes,andremaincompliant
• Easytouseappinstallsinseconds
• Noemployersnooping! ASocialMediaSecurityCoach
Privacy-first security foremployee socialmediaprograms
https://youtu.be/TDHlrJRjsosTolearnmore,checkoutthevideoat…
Q&A
JoinUsforUpcomingWebinars
Webinar2– August23RD – 10:00amPT“ProtectingYourBrand:HowtoSuccessfullyHandleChallenges&RisksSurroundingEmployeeAdvocacyPrograms”
Webinar3– September20TH – 10:00amPT“BestPracticesforManagingYourEmployeeAdvocacyProgram”
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