employee advocacy: the power of an engaged social workforce

Laura PowersDirector, Global Social Media Marketing, Cisco@powersla

Employee Advocacy: The Power of An Engaged Social Workforce

2© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

[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 Demand12% 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 EngagementSocially 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 AwarenessEmployees 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 CiscoShare Your Cisco Story

@powersla

8© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8

Benefits of the Program

Enhance your internal and external network

Grow your professional brand and social media

footprint

Get rewarded and recognized

@powersla

9© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

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/PartnersOther 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-1377343Step 3:

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

Become a Social Ambassador Today!

@powersla

http://cs.co/SocialMediaPolicy

http://socialambassadorhub.cisco.com/

http://socialambassadorhub.cisco.com/

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

https://cisco.jiveon.com/groups/ambassador


Comprehensive Training & CertificationCourse 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

587KShares

590MImpressions

735KClicks

276KRTs, Likes, Favorites

@powersla


#NeverBetter Brand Campaign

Share Content Curated content, LinkedIn

banners, contests, Snapchat geofilters, and exclusive meme

generatorArrive 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