take a trip with employee advocacy: how tripit relies on employees to promote their awesome culture

Take a Trip with Employee Advocacy: How TripIt relies on employees to promote their

awesome culture

2#EngageU

Take a Trip with Employee Advocacy: How TripIt relies on employees to promote their awesome

culture

Jess SkeltonManager, Social Media and

Content MarketingTripIt BAM@Jess_Skel

Nicole AlvinoCo-Founder and Chief

Strategy OfficerSocialChorus

@nalvino

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Have a Question?Use the hashtag#EngageU

on Twitter for questions & comments

Chat with us on ReadyTalk!

OR

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Invest In Your Most Valuable Asset

86%Of employees would be more engaged if

they felt informed- Enterprise Engagement Report

78%Of salespeople using social media

outsell their peers- Forbes

58%More likely to attract top talent with

engaged employees- LinkedIn

1M127Employee

s

>Facebook Fans

Employees outreach Facebook Fans

- Business Insider, Pew Research, ValleyWag

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The way we work is changing

80% increase in distributed workforces 

4.7 hrs/day spent on phones

90% of employees using their personal phone for work

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What inspired Tripit to launch an employee

engagement and advocacy platform?

#EngageU

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TripIt’s Amazing Company Culture● Tripit has always had a great culture, and

wanted to find a way to empower employees to tell that story.

● Set out to find an easy way to amplify their awesome team culture and brand love

● Increase Word of Mouth Marketing and brand awareness

● Find an accessible way to distribute important company updates and news across the entire organization.

● Who better to tell your company’s story than your own employees?#EngageU

8#EngageU

“Every great program has to start with that home love and a home base to get started.”

Jess SkeltonManager, Social Media and Content Marketing

TripIt BAM@Jess_Skel

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TripIt • TripIt instantly organizes all your

travel plans in one place by creating a master itinerary that you can access anytime, on any device--for free.

• Also offer TripIt Pro, which includes extra features like flight alerts and refund notifications.

• Started in 2006 and later acquired by Concur in 2011.

• Currently delighting more than 12 million travelers worldwide.

#EngageU

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Introducing TripIt BAM (Brand Advocate Masterminds)• Communications

platform on desktop and mobile to help engage employees and making it easier to tell the story of TripIt

#EngageU

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What layers of approval did you go through do get BAM launched?

#EngageU

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What had to be done to get program approval?● Wanted to list out the benefits for

employees and the benefits for the company.

● Understanding the cross benefits which helped identify which stakeholders to involve.

● Having legal see a demo helped expedite the legal process.

● Getting senior director of brand strategy on board - wanted to make sure this fits into the overall brand strategy and how this program could fit into the overall brand strategy with Concur and SAP#EngageU

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How did you create internal awareness of BAM?

#EngageU

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Strategy to build internal awareness of program

Since this is a new concept, education and repetition is key:

•build a following •be a thought leader•what’s in it for them

#EngageU

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Creating Awareness

• Initially debuted app at a town hall

• Brown Bag pizza parties

• Onboarding/training• Team Swag

#EngageU

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TripIt BAM Goals• Foster company culture• Leverage employees’ networks• Increase brand awareness/recruiting• Create central hub for employee to

share brand content• Encourage employee thought

leadership• Recognize employees based on

participation• Better connected employees

#EngageU

17#EngageU

“Awareness of your advocacy program starts with you, the manager. If you’re excited about your program, that energy will inspire others to participate.”

Jess SkeltonManager, Social Media and Content Marketing

TripIt BAM@Jess_Skel

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What content is featured on TripIt BAM?

#EngageU

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Where Does the Content Come From?• Company Announcements• Employee created content• Parent Company Information (SAP

and Concur)• Feed content is automatically

added to the program– Corporate social feeds– Corporate blogs– Brand specific social feeds– Industry social feeds– Industry blogs

#EngageU

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Content Featured on TripIt BAM TripIt in the News

Partnerships Travel Content

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“Employees like sneak peeks of upcoming announcements and company events that they can only find in BAM.”

Jess SkeltonManager, Social Media and Content Marketing

TripIt BAM@Jess_Skel

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What does the program management look like for the

admin?

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Program management • 2 person team to manage the content

flow• 3-4 blog posts per week• Much easier to distribute info vs mass

email• Connect industry feeds that pull in

automatically• Send 5-6 push notifications per week

–Partnership announcements–New product updates–TripIt original content

#EngageU

24#EngageU

“We want our program to be a ladybug not a fly”Jess Skelton

Manager, Social Media and Content Marketing

TripIt BAM@Jess_Skel

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What value do employees get out of being part of TripIt BAM?

#EngageU

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What’s In It for TripIt BAM Employees?• Brand re-fresh/corporate alignment -

business transformation• Tons of different communications

channels, social accounts and others coming from SAP, Concur and TripIt.

• BAM helps put all of these announcements and messages in one place.

#EngageU

“75% of tripit employees are

signed up for the program”

27#EngageU

“At a company event with upper management, I can use BAM to quickly reference company information and look informed and in-the-know”

Jess SkeltonManager, Social Media and Content Marketing

TripIt BAM@Jess_Skel

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How are you defining success?

#EngageU

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What does success look like for BAM• Relying on metrics they receive

from dashboard to determine benchmarks

• Program running for a year and can now set month to month goals and can show growth.

• Utilizing AMV to gauge monetary impact of the EA program and other Social Marketing programs.

#EngageU

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What do you see for the future of BAM?

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What’s Next for Team TripIt BAM ● Continuing to build out a solid

internal marketing campaign● Scale up program to the next

level to involve to the Concur and SAP team

● There is a lot to benefit for both companies to be in the know with what they are doing

#EngageU

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Tips for anyone thinking about getting started?

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Tips for Getting Started

• Do your research and find a tool to tackle your communication challenges

• Develop content around what employees need to know • Find a way to deliver real-time news and content directly

to employees

#EngageU

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You have content everywhere, make it accessible

CompanyNews & Email

Company Social Feeds

Industry News Feeds

Training Videos

Compliance Info

Corporate News

Surveys

Office Events

HR Announcements

Employee Spotlight

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Deliver content to your employees in a consumable way

<<Brand>>Our CEO is making a big announcement!

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Interested in Learning More?

#EngageU

Download our EbookFour Steps to Launching an Employee Advocacy & Engagement Program in 30 Days

http://bit.ly/fourstepsin30days

Join our next webinar on April 28!

Request a Customized Demo

844.WRK2LFEhttp://www.socialchorus.com/tourinfo@socialchorus.com

37#EngageU

Take a Trip with Employee Advocacy: How TripIt relies on employees to promote their awesome

culture

Jess SkeltonManager, Social Media and

Content MarketingTripIt BAM@Jess_Skel

Nicole AlvinoCo-Founder and Chief

Strategy OfficerSocialChorus

@nalvino