Social Media at Work: Employee Advocacy Success Stories

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Our Speakers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Denise Holt is the CEO and Founder of Collaborative IQ, Inc. Denise is a leading voice in Social Media Strategy and Social Intelligence Solutions. She is a social business speaker, author, trainer and strategy consultant with comprehensive insight as an educator in the area of Brand Advocacy and Employee Advocacy programs . @DeniseHolt1

Lorrie Sole is a Senior Interactive Marketing Manager at Kelly Services, Inc. Lorrie is a driven interactive marketing professional with a wide array of marketing skills. Lorrie manages Kelly’s email marketing and global social media strategies. She has been managing Kelly’s social initiatives since 2006. She is passionate about social media and the benefits it can bring to any business. Lorrie used her marketing skills to design and launch Kelly’s Employee advocacy program. @theemailczar

Zealous Wiley is a marketing leader with a unique blend of digital marketing and communications experience and a knack for leading through influence. He believes in the power of storytelling as he leads and manages HP Software’s global web content and publishing strategy. He is also responsible for developing HP Software’s global employee social media education, activation and advocacy programs, focused on accelerating amplification and driving demand. @zdwiley

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Employee Advocacy:Kelly Services Case Study

2014 | Lorrie Sole10/16/2014 8

Who is Kelly Services?

• Founded Detroit in 1946. Widely credited with pioneering the modern temporary help industry.

• Offers a range of workforce solutions that include; traditional staffing outsourcing and consulting, professional and technical solutions.

• Approximately 8,000 employees globally.

• Provided employment to 540,000 employees in 2013.

• Ranked 468 in the Fortune 500® list of America’s largest companies.

• Named as one of Inavero’s Best of Staffing® Client Award winners.

• Recently recognized as one of Michigan’s Top 100 Workplaces.

10/16/2014 9

Employee Advocacy: A love story

Before it all began…

•Performed a Social media readiness assessment (Altimeter Group) to determine where Kelly was at within the social media space. (policies, training, crisis management, roles, listening, measurement)

•Based on the readiness score, a social media roadmap, aligned with Kelly’s business strategy was developed and signed off Executive management.

•The roadmap focused on foundational tactics (crisis triage, training for social media, listening tools ) that were needed to begin social media programs at Kelly.

10/16/2014 10

Employee Advocacy: The first date

Developed a social advocacy program that was manual in nature

Pain points•Analytics – hard to gather and report.•Convincing people why social advocacy was good for business.

Positives•People opted into the program – so we knew they were interested in social and sharing the Kelly story.•Chatter allowed us to have conversations on our chatter group about social.

10/16/2014 11

Social Advocacy: Going steady

Re-launched an employee advocacy program using EveryoneSocial

•Needed to choose a technology that was easy to use and could scale globally. •Adoption – Continue to get responses from employees “I do not have time” and “I do not want to share Kelly content on my personal channels.”•Training advocates – How to use the technology, how to better understand navigating social media, what does their personal brand mean. •Training content admins – How to write a good posts, understanding analytics.

10/16/2014 12

Source: Social Media Today – April 2014http://socialmediatoday.com/Beyond_Engagement/employee-advocacy-whats-it-my-business

Employee Advocacy: Measure success

Phase one goal: Share the Kelly brand message with advocates audience. Tell the Kelly story.

Since May of 2014:– High end users – 50– Reach - 140,340– Shares - 8,643– Engagements - 1,950– Branded Traffic – 903– Clicks - 14,932

10/16/2014 13

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Growing HP’s Advocate EconomyZealous WileyOctober 16, 2014

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.15

How does HP Software define employee advocacy?

Empowering employees to drive awareness by supporting the goals of the brand, through employee-owned social

media.

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.16

The world and buyers have changed

47% 86% 57% Of B2B decision

makers trust employees of

potential vendors over CEO/PR department

B2B IT buyers using social in their

purchase decision process

Of the buying processis complete before

sales rep involvement

Sources: IDG Connect, 2014, Connect & Sell, IBM Buyers Preference Study

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.17

It’s time for social employee advocacy

Expected resultsThe opportunity Solution

• Increase SOV • Increase awareness, reach

at the lowest distribution cost

• Traffic to nurture paths• Social influenced sales

• Brand extension• Increased

awareness• Thought

leadership• Share of voice

(SOV)• Social selling

• Easy of use• Scalable• Genuine

conversations• Showcase

innovations

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.18

Five steps to HP Software’s employee advocacy success with EveryoneSocial

Establishing a sustainable social circle of life

1. Recruitme

nt

2. Set-up

3. Activate

4. Sustain

5. Champion

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.19

More than 300 HP Software Ambassadors

19%

19%

15%9%

4%

16%

18%

Functional breakdown

Marketing Sales GTM Marketing Product MarketingEngineering Services Other

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Thank you

#SMTLive

Our Speakers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Denise Holt is the CEO and Founder of Collaborative IQ, Inc. Denise is a leading voice in Social Media Strategy and Social Intelligence Solutions. She is a social business speaker, author, trainer and strategy consultant with comprehensive insight as an educator in the area of Brand Advocacy and Employee Advocacy programs . @DeniseHolt1

Lorrie Sole is a Senior Interactive Marketing Manager at Kelly Services, Inc. Lorrie is a driven interactive marketing professional with a wide array of marketing skills. Lorrie manages Kelly’s email marketing and global social media strategies. She has been managing Kelly’s social initiatives since 2006. She is passionate about social media and the benefits it can bring to any business. Lorrie used her marketing skills to design and launch Kelly’s Employee advocacy program. @theemailczar

Zealous Wiley is a marketing leader with a unique blend of digital marketing and communications experience and a knack for leading through influence. He believes in the power of storytelling as he leads and manages HP Software’s global web content and publishing strategy. He is also responsible for developing HP Software’s global employee social media education, activation and advocacy programs, focused on accelerating amplification and driving demand. @zdwiley

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@EveryoneSocial

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