INSIDE Insights Presentation: How to Turn Your Employees into Brand Advocates

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HOW TO TURN YOUR EMPLOYEES INTO BRAND ADVOCATES

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PRESENTING TODAY:

PETE PRICEEXPERIENCE PLANNER

EMILY FEARNLEY SEARCH ANALYST

KAI YEN CHIEF TECHNOLOGY OFFICER

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4.56 MILLION EACH MONTH

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TURNING EMPLOYEES INTO SOCIAL ADVOCATES WILL BUILD TRUST AND

IMPROVE THE REPUTATION OF YOUR BRAND.

SOURCES: DYNAMIC SIGNAL, NIELSEN, PEW INTERNET

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EMPLOYEES ARE A TRUSTED SOURCE

15% OF PEOPLE TRUST MESSAGES FROM COMPANIES.

90% OF CONSUMERS TRUST RECOMMENDATIONS FROM PEOPLE THEY

KNOW.

SOURCES: DYNAMIC SIGNAL, NIELSEN, PEW INTERNET

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SOCIAL MEDIA IS KEY

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390 Twitter followers245

FACEBOOK FRIENDS

505 Linkedin

connections

1,140 PeopleSOURCE: DYNAMIC SIGNAL

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98% OF HR RESPONDENTS SAY THEY BELIEVE THAT SOCIAL

NETWORKING IS AN IMPORTANT TOOL FOR RECRUITING, RETAINING

AND MANAGING EMPLOYEES.SOURCES: DYNAMIC SIGNAL, NIELSEN, PEW INTERNET

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THE CURRENT STATE

WHY IS THAT?ONLY 1 IN 5 EMPLOYEES IS A BRAND ADVOCATE

SOURCE: KAREN HIGGINBOTTOM, FORBES

@JWTINSIDE | #INSIDEinsightsSOURCE: KAREN HIGGINBOTTOM, FORBES

THE CURRENT STATE

33% OF EMPLOYEES HAVE HIGH POTENTIAL TO BECOME ADVOCATES.

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SILENCETRASH TALKING

APATHY

INSINCERITY

MISREPRESENTATION

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“IT TAKES 20 YEARS TO BUILD A REPUTATION AND FIVE MINUTES TO RUIN IT.”

SILENCETRASH TALKING

APATHY

INSINCERITY

MISREPRESENTATION

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THE IDEAL STATE

ALL OF YOUR EMPLOYEES SHOULD BE BRAND ADVOCATES.

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WHY DOES IT MATTER?

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MARKETINGProduct/service news

Press release Event marketing

Campaigns and Promotions

Increase awareness and reachImprove engagement with content via trusted sources

Drive real time feedback and response

Speed lead generation and customer acquisitionReduce list purchase costs

Drive salesCultivate new prospects/leads

Increase employee productivity via engaged workforce

Reduce employee turnover and time to hireImprove overall company morale and pride

Improve company productivityReduce support costs

Align management and employees with shared goals

Special offers and couponsCustomer wins and stories

Job opportunitiesConsulting opportunities

Employee recognition/rewards

General company newsCrisis management responses

Investment updates

USE CASES BENEFITS

GENERAL

SALES

HR

SOURCE: DYNAMIC SIGNAL

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EMPLOYEES ARE SHARING INDUSTRY-RELATED, INFORMATIONAL CONTENT MAKING THEM SEEM

MORE KNOWLEDGEABLE IN THE SPACE.

The average employee’s

social network

Grows by about 12%

during an Employee Advocacy progrm

BENEFITS YOU & YOUR EMPLOYEES

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YET, ONLY 1/3RD OF EMPLOYERS ENCOURAGE

SOCIAL ADVOCACY…

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YET, ONLY 1/3RD OF EMPLOYERS ENCOURAGE

SOCIAL ADVOCACY…

SOURCE: KAREN HIGGINBOTTOM, FORBES

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HOW TO EMPOWER YOUR EMPLOYEES?

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“ EMPLOYEES WANT TO BE A PART OF A COMMUNITY, THEY WANT RECOGNITION, VISIBILITY, AND THEIR LEADERSHIP TO KNOW WHAT THEY’RE DOING IS MAKING A DIFFERENCE TO THE COMPANY.”

- SABRINA STOFFREGEN, DIRECTOR OF AMBASSADORS & CORPORATE INITIATIVES AT INTEL

“ EVERYBODY CAN PARTICIPATE IN SOCIAL, FROM THE CEO TO AN ASSISTANT, IF ALL THEY HAVE TO DO IS TOUCH A BUTTON THAT WILL HELP THEM CONTRIBUTE TO AN EFFORT THAT’S RELEVANT TO THE COMPANY.”

- TIFFANY TUELL, HITACHI DATA SYSTEMS

“ AFTER COLLECTING 2 YEARS OF DATA, WE’VE FOUND EMPLOYEES DRIVE 17% CONVERSION TO A CALL-TO-ACTION, VERSUS 3% FROM OUR OFFICIAL, BRANDED SOCIAL CHANNELS.”

- SUSAN EMERICK, MANAGER, ENTERPRISE SOCIAL STRATEGY & PROGRAMS AT IBM

SOURCES: DYNAMIC SIGNAL, FORRESTER

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JWT INSIDE CASE STUDY

EMPOWERING OUR INSIDERS WITH VOICESTORM

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DO• Tie employee advocacy to

planned marketing initiatives• Utilize employee advocacy

platform• Provide a social media policy• Repurpose existing content• Encourage authenticity • Ask leaders to lead by example• Recognize & reward advocates

DON’T• Force employees to advocate

for the brand• Overly constrain your team• Expect employees to be

social media experts• Forget to track the success

of the program • Wait!

THE DO’S & DON’TS

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JWT INSIDE’s Social Employee Advocacy In 2 months we increased our employee advocacy from 5-10% to 30-35%

- Total Social Shares: 942 to Twitter: 472 to LinkedIn: 297 to LinkedIn Groups: 91 to Facebook: 82

- Total Impressions: 307,995 - Total Clicks: 2,495 - Total Social Actions

(Replies, Retweets, Comments, Shares, Likes): 310

- Excitement around program internally = increased employee engagement!

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“I have noticed more people following me on Twitter”

“I think this has given me a lot more credit on LinkedIn for being a thought leader and knowledgeable about the field I work in.”

“I honestly really like this program and don’t see why anyone wouldn’t use this program.”

“Definitely makes me send out more [social posts]”

“I really like the fact that the content I am posting about is intelligent as opposed to my normal social media posts which are just fun.”

“Well who can resist a chance at prizes?!”

“I have never shared so much before through my social media sites before.”

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HOW DO YOU KNOW YOU’RE READY?

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Q&A

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THANK YOUAre you ready to empower your

employees to become social brand advocates? Contact Emily

today at: EMILY FEARNLEY emily.fearnley@jwt.com