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Social Chorus Lunch & Learn: How to launch an employee advocate program
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How to launch an employee advocate program
Liz BullockCEO & Co-Founder
Social Arts & Science Institute (SASI)@lizbbullock
#employeeadvocate
2 04/09/2023
We need to build lost trust
Consumer Decision Making1. Research prior to buying
2. Talk to friends and family
3. Ask to be treated uniquely
4. Want to be thanked after purchase
5. If issue, expect quick resolution
Trust attributes have shifted from operational excellence to more engaging and transparent behaviors
Confidential
• Edelman Trust Barometer 2013
SASI©
McDonald’s transparency
Chicken McNuggets made with so called “pink slime”
Alleged photo on internet
McDonalds created video to show process
+ 3.5M YouTube views
“McDonald’s is an incredible example of radical transparency, and building trust by being disproportionately forthright.” - Jay Baer
Companies must rethink how they connect with the marketplace
Challenges:
Prospects and customers are moving online at a rapid pace and making decisions peer to peer
Companies are seeking authentic and genuine ways to build customer relationships
How do you use social media authentically and engage with the marketplace to deliver results?
Answer: Companies must train and scale employee advocates to build long term relationships with prospects and customers
Different uses & values across organization
H.R. Sales• Thought
leadership• Sales• Relationships• Local level
Communications• Brand story• Stronger
internal communications
• Diverse story
Human Resources• Recruiting• Inside view of
the company• Retention
People + Process + Technology & Culture
People
Culture
•Executive Support•Employee Activation
•Policy•Governance•Training
•Measurement•Content
•Listening platform•Employee Advocacy
software
ProcessTechnology
How to launch an employee advocate program in 7 steps
1. Identify business objectives
(sample)
All employees Sales Customer Service
Marketing
Protect and consistent brand online
Increase sales Cost savings Customer insights
Deepening customer relationships
Lead generation Decrease online customer complaints
Increase traffic to website
Amplifying brand story
Thought leadership Insights to improve products and services
Increase store traffic
2. Find your most socially active employees• Most influential
employees
• Department
• Latest social activity
• #hashtags
• Content
www.socialook.netwww.followerwonk.com
Employee Advocacy solution should identify active employees
3. Technology needs to be about adoption (employee & organization)
Ensure technology is easy to use
Understand your requirements:
• Mobile• Ability to serve diverse content• Compliance requirements
Determine key metrics:
• # of advocates• # of engagements• Earned media value• Top performing content
4. Give employees killer content
Foster an experiment-oriented mindset for testing and iteration
Think like a reader (and a search engine)
Create useful and credible content & reuse existing content
Understand social platforms for listening and distribution
Develop “fun and engaging” content
5. Leverage your culture for adoptionDoSomething.org leverages gong to alert open environment of product shipping or new campaign launch
Higher online engagement impacts reach
Source: http://www.linkedin.com/today/post/article/20130129044014-13583-smash-your-walls-or-how-our-office-matches-our-culture
SASI©
6. Identify employee “touch points”
Job Responsibilities
Onboarding
TIME
EM
PLO
YEE A
DV
OC
AC
Y A
DO
PTIO
N
Training
Qtly All Hands
Internal Comms
Annual Performance
plans
Review
Awards
DAYS 1 - 30 DAYS 90 - 120
7. Tell you love them #nofilter
Recap
1. Identify business objectives
2. Find your most socially active peeps
3. Technology needs to be about adoption (employee & org)
4. Give employees killer content
5. Leverage your culture for adoption (bang a gong)
6. Identify employee “touch points”
7. Tell you love them #nofilter
Thank you & next steps
Any Additional Questions?
www.getSASI.com@[email protected]
[email protected]/resources
