EMPLOYEE AS BRANDTHE 2016 STATE OF

EMPLOYEE ADVOCACY

JenMcClureCEO

MikeLeeDirector,ProductManagementSocialMediaProtectionDivision

ABOUTOURSPEAKER

JENMCCLURECEO,JEMCONSULTING&ADVISORYSERVICES

AboutProofpointSocialMediaProtection

• Accounthacksor“takeovers”

• Maliciouscontent(hackers,deviants,etc.)

• Fraudulentaccounts

• Compliancerisk(regulations, brandpolicy)

Eliminatebrand,security andcompliance risksthatstandinthewayofenterprisesocialmediasuccess

Weprotectbrandsfrom…

ProofpointSocialMediaProtectionCustomers

• Corporatesocialmedia• Socialselling• Brandadvocacy

Over200majorbrandsuseusfor…..

WHAT IS EMPLOYEE ADVOCACY?

“Brandsempoweringemployeestosupportthegoalsofthebrand,throughemployee-ownedsocialmedia.Employeesusethesocialmediaaccountsthattheyownpersonally,suchastheemployee’spersonalTwitteraccountorFacebookaccount.”- ChrisBoudreaux,SocialMediaGovernance

http://socialmediagovernance.com/

WHY IT’S IMPORTANT

“Youremployeeshaveavestedinterestinyourcompany’ssuccess.Theywillbeyourmostcommittedandenthusiasticambassadors.Providingthemtheopportunityandsupporttobevisiblespokespeopleonbehalfofyourbranddrivesemployeeengagement, inspirescollaboration andimprovescustomerexperience.”- Susan Emerick

MEET THE SOCIAL CUSTOMER

• “Customer 2.0”: Well-informed, with unlimited access to information about your company, products, competitors and connected to influential peer-based social networks

• Social media conversations are sometimes more influential to the buying decision than traditional sales and marketing

• Social media has changed the way we collaborate – buying decisions start, progress and sometimes even close online

Employee and brand advocacy drives business• 84% of CEOs & VPs use social media to make buying decisions • More than 50% of the buying decision is now made based on information he or she finds online well

before a salesperson has a chance to get involved.• 78% of sales from the web go to the first company that responds to the inquiry • Social media has changed the way customers buy, and redrawn relationships between buyers and

sellers.

Employee and brand advocacy drives business• Consumers trust brand or product recommendations from friends and family• Brand messages are 8x more likely to be shared when shared by employees than

when shared by the brand• There is only an 8% overlap between the company’s followers and those of its

employees

Employee and brand advocacy drives businessEmpowering employees to use social media provides a valuable opportunity to:• Strengthen your brand and relationships with customers and prospects• Connect with customers and prospects• Share news, insights, expertise • Enhance thought leadership• Prospect and generate leads• Increase the scale and reach of your relationship and peer networks

ABOUTTHESTUDY2016STATEOFEMPLOYEEADVOCACY

ABOUTTHESTUDY• Survey-basedstudyconductedbyJEMConsulting&AdvisoryServices• OnlinesurveyconductedMarch– May2016• 134responsestosurvey• 56%ofthecompaniesthatrespondedtosurveyhademployeeadvocacyprograms(75)• 44%oftheinitialsampleof134respondentsdidnot,butofthose59companies,24%statedthattheyareplanningtolaunchonethisyear

• Sampleincluded:• 80%ofcompaniesfromtheUS• 11%UK• 7%EU• 2%Canada

COMPANY SIZE# OF EMPLOYEES

1-9915%

100-99915%

1,000- 5,00015%

5,001- 10,0008%

10,001-25,00015%

25,000-50,000

50,000+32%

ORGANIZATION TYPE

apubliccompany, 62%

aprivatecompany, 38%

INDUSTRIESADOPTINGEMPLOYEE&BRANDADVOCACYPROGRAMS

• Top industries adopting employee advocacy:• Business and professional services – 30%• Advertising / Marketing / PR – 15%• Technology – 8%• Nonprofits – 0%

• Missed opportunity for these mission-driven organizations

• Lowest adoption in highly regulated industries –correlates to risk issues:

• Financial services• Legal • Healthcare/Pharma

How long has your company had an employee advocacy program?

Lessthan1year31%

1-2years54%

3-5years15%

Lessthan1year 1-2years 3-5years Morethan5years

Who manages your employee advocacy program?

Marketing, 31%

PublicRelations 1%

CorporateCommunications, 23%

InternalCommunications 1%

SocialMedia, 23%

HR,8%

Other13%

How many employees participate in your employee advocacy program?

• Fewer than 100 – 31%• 100-1,000 – 31%• 1,000 – 5,000 – 38%

What percentage of your employees participate in your employee advocacy program?• Less than 1% – 15%• 1% - 10% – 62%• 11% - 50% - 15% • 51% - 100% - 8%

Does your organization have a Social Media Policy / Guidelines?

Yes 92%

No8%

ADOPTIONTREND:CORPORATESOCIALMEDIAPOLICIES&GUIDELINES

§ 12%ofthe2015Inc.500haveastandalonesocialmediapolicy• (anincreaseof5%over2014)

§ 33%haveawrittensocialmediaplan• (up16%)

§ 27%haveanonlinecrisismanagementstrategy• (down7%)

SOURCE:TheInc.500SocialMediaSurveyDr.NoraGanim Barnes,UMASSDartmouthSeniorFellow,SocietyforNewCommunicationsResearch

Do you have a mandatory training program for your employee advocates?

Yes54%

No46%

DIGITALCENTEROFEXCELLENCEMODEL

MISSION:• EnableThomsonReuterstogainacompetitiveadvantagethroughtheuseofdigitaltechnologiesby:

• Maximizingthedigitalandsocialmediacapabilitiesofourpeople• Developingandmaintainingsuccessfulenterprise-widestandardsandprocesses• Identifyinganddeployingbest-in-classdigitaltechnologies

STRATEGY ENABLEMENT GOVERNANCE

COMMUNITYOFPRACTICE

SOCIALMEDIAPLATFORMS&TOOLS2016STATEOFEMPLOYEEADVOCACY

Which channel(s) are most used by your employee advocates?

0

10

20

30

40

50

60

70

80

90

100

31

0

15

100

0 0

85

8

15

8

Facebook

Google+

Instagram

LinkedIn

Pinterest

Quora

Twitter

YouTube

Company-owned socialnetworks(e.g.,customer/partner/developer online communities)

Company-owned internal networks(e.g.,intranet)

Do you use an employee amplification tool?

Yes69%

No31%

Yes No

Please rate your level of satisfaction with this tool?

VeryDissatisfied11%

Neutral22%

Satisfied67%

QUICKPOLLADDRESSINGTHECHALLENGES&RISKSOFMANAGINGEMPLOYEEADVOCACYPROGRAMS

TOPGOALS&METRICS2016STATEOFEMPLOYEEADVOCACY

What are the goals of your employee advocacy program?

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10

20

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60

70

80

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100

69

77

85

92

54 54

46

8

31

Elevateandhumanizebrand

Improveemployeeengagement

Amplifythereachofbranded content /reachnewaudiences

Enhancethought leadership position

Driveleads/sales

Strengthen relationships with keystakeholders

Employerbranding /Employeerecruitment

Support changemanagementinitiatives

Improvecustomerexperience/support

How do your measure success?• Increase in website traffic – 62%• Impressions – 46%• Improved employee engagement – 46%• Increase in social media following – 39% • Leads generated – 39% • Sales – 15%• Increased engagement with key constituencies – 7% • Content downloads – 7%

How satisfied are you with the success of your employee advocacy program?

Dissatisfied, 8%

Neutral, 31%

Satisfied, 54%

VerySatisfied, 8%

TOPCHALLENGES2016STATEOFEMPLOYEEADVOCACY

QUICKPOLLADDRESSINGTHECHALLENGES&RISKSOFMANAGINGEMPLOYEEADVOCACYPROGRAMS

What were the biggest challenges you face with regard to your employee advocacy program?

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10

20

30

40

50

60

8

54

15 15

46

23 23

0

8

Executivebuy-in

Employeeparticipation

Training/enablement

Toolsandtechnologytosupport theprogram

Measurement

Content

Budget

Inappropriate useofsocial mediabyemployeesintheprogram

Resources tomanagetheprogram

LOOKINGAHEAD2016STATEOFEMPLOYEEADVOCACY

What are your goals for further developing your employee advocacy program in 2016?

0

10

20

30

40

50

60

70

80

90 85

54

23

46

31

62

Growth innumber ofemployeesparticipating

Expansion tootherfunctions /goals

Deployanewemployeeadvocacymanagementtool

Employeetraining

Morebudget

Better metrics /reporting onprogramsuccess

Other- WriteIn(Required)

KEYTAKEAWAYS2016STATEOFEMPLOYEEADVOCACY

KEYTAKEAWAYS

• Employee advocacy programs are not yet ubiquitous but adoption is growing rapidly

• Nearly 50% of the companies surveyed do not have an employee advocacy program

• Of those who do not currently have an employee advocacy program, 24% are planning to launch one this year

• Of those who do have an employee advocacy program, growth in the number of employees participating is the #1 goal

• Adoption is highest in the U.S.• Large organizations are adopting these programs in large

numbers

KEYTAKEAWAYS• Employee advocacy programs are being managed by various functions

• Primarily: • Marketing • Corporate Communications• Social Media

• Social selling programs are a primary subset of employee advocacy programs, but also not ubiquitous

• 46% of the organizations who have an employee advocacy program have a social selling program

• Organizations are seeing success with their social selling programs• Social selling behavior leads to a 2X increase in sales performance

through new clients, meetings secured and opportunities generatedSource:SalesforLife

RECOMMENDATIONSFORBESTPRACTICESMost employee advocacy programs are still fairly new – best practices are still developing and there is room for improvement:• Start a Digital Center of Excellence and provide training & enablement

• Strategy, enablement and governance lay the foundation for success• Align goals and program measurements • Prioritize social selling to demonstrate bottom line impact

RECOMMENDATIONSFORBESTPRACTICES

• Focus on engagement first, not just on increasing the number of advocates• Think about how to use more video and visual media • Consider security risks and take measures to address this risk to protect the

employees’ accounts and brand reputation

ProofpointSocialSight

• Helpsyouremployeescombathacks,avoidmistakes,andremaincompliant

• Easytouseappinstallsinseconds

• Noemployersnooping! ASocialMediaSecurityCoach

Privacy-first security foremployee socialmediaprograms

https://youtu.be/TDHlrJRjsosTolearnmore,checkoutthevideoat…

Q&A

JoinUsforUpcomingWebinars

Webinar2– August23RD – 10:00amPT“ProtectingYourBrand:HowtoSuccessfullyHandleChallenges&RisksSurroundingEmployeeAdvocacyPrograms”

Webinar3– September20TH – 10:00amPT“BestPracticesforManagingYourEmployeeAdvocacyProgram”