Laura Powers Director, Global Social Media Marketing, Cisco @powersla

Employee Advocacy: The Power of An Engaged Social Workforce

[imagine]

@powersla

[20,000 Voices]

Employees: The Untapped Marketing Channel

Only 15% trust messages from companies

90% of consumers trust recommendations

from people they know

The average overlap between a brand’s followers and it’s employees’

followers is only 8%

Source: Dynamic Signal 2015 @powersla

New Demand 12% increase in Advocacy generates 2X increase

in revenue growth – National Business Research Institute Social engaged companies are 57% more likely

to increase leads – LinkedIn/Altimeter Study

New Engagement Socially engaged companies are 58% more likely to attract top talent – LinkedIn/Altimeter Study

Employees 20% more likely to stay at their companies – LinkedIn/Altimeter Study

New Awareness Employees have 10X more followers

than corporate social accounts – Cisco Study 90% of their social audience is new

To the brand – Dell Study

Employee Advocacy Drives Business Value

@powersla

93% of employees say they would be good at advocating

for the brand

55% of employees don’t share about the brand because they

are worried they’ll get in trouble

83% of employees see the career benefits of advocating

for a brand

44% of employees don’t know what information they can and

can’t share

BUT

BUT

Why Employees Don’t Advocate

Source: SocialChorus 2015 @powersla

Social Ambassadors at Cisco Share Your Cisco Story

@powersla

Benefits of the Program

Enhance your internal and external network

Grow your professional brand and social media footprint

Get rewarded and recognized

@powersla

Social Ambassador Program: An Integrated 360° Approach

Identify Activate Assess Appreciate Evangelize

@powersla

Identify and Recruit

Internal External

VIP Influencers

Cisco Thought Leaders

and Execs

SME’s & Specialists

Bloggers

Employees Customers/Partners Other External

Hundreds

Thousands

10’s of Thousands

Cisco Champions

@powersla

• Provide social media policy, guidelines and training

• Make it easy to share • Platform with guardrails to ensure all

shared content is brand-safe • Employees in all regions enabled to post

Cisco social content via personal accounts • Automate amplification process • Access via mobile devices

• Engage with ambassadors on Jive community • Peer to peer support and industry best

practices, tips and tricks

Activate – Easy and Effective

@powersla

Step 1: • Sign the Social Media Policy:

http://cs.co/SocialMediaPolicy Step 2: • Create your Social Ambassador Hub account:

http://socialambassadorhub.cisco.com/ • Step by step guide:

https://cisco.jiveon.com/docs/DOC-1377343 Step 3:

Participate in our vibrant community: https://cisco.jiveon.com/groups/ambassador

Become a Social Ambassador Today!

@powersla

Comprehensive Training & Certification Course List Examples: • LinkedIn: How to weave LinkedIn into your marketing

mix

• Twitter: Understand how to engage in social conversations on Twitter

• Social Smart: Cisco encourages a socially active workforce, but we want you to be safe and protect both your and Cisco's reputation while on social

• Get Social: Cisco encourages a socially active workforce, but where to get started?

• Make Conversations Not Ads With Twitter Get the latest updates on what's available from Twitter for businesses and get access to Cisco brand assets for Twitter

@powersla

Assess Program Effectiveness

9,162 Employees

587K Shares

590M Impressions

735K Clicks

276K RTs, Likes, Favorites

@powersla

#NeverBetter Brand Campaign

Share Content

Curated content, LinkedIn banners, contests, Snapchat

geofilters, and exclusive meme generator

Arrive at Office

Push notification on Cisco app, Interior and/or exterior building banners, Cisco Digital Signage, coffee sleeves, intranet, email.

Trend Organically

Coordinated posts for LinkedIn trending content and trending

on Twitter

Monitor and Engage

Social media wall with real-time conversation feeds

Employees shared brand content resulting in 138,695 engagements, 96,531 clicks and 88,288,620 organic

impressions

Exceeded lifetime impressions and clicks from previous brand campaign in only 30 days

@powersla

• Increase number of weekly posts • Gamification/competition

• Engage the right audiences • Influencer match-ups • Community engagement • Buying audiences

• Tie to ABC/123 program for widespread scale

Increase Activity and Optimize Engagements

@powersla

• Public Recognition • Emails and newsletters • Company events • Executive recognition

• Gamification • Leaderboards & friendly

competition • Exclusive badges • Social ambassador certification

• Exclusive events, briefings, and tools for employee advocates

Appreciate: Recognize and Reward

@powersla

1. Make it safe: Create clear policies and guidelines for employees

2. Make it easy: Provide the right tools and resources

3. Be authentic: Encourage employees to share their stories

4. Lead by example: Get senior executives involved from day one

5. Never stop promoting: Partner with HR and Employee Comms; reward & recognize participants

6. Set clear goals: Know what you want to accomplish and how you will measure it

6 Steps to Success

@powersla