how reebok uses employee generated content to amplify advocacy

How Reebok Uses Employee Generated Content to Amplify

Advocacy

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Lee DiazDirector of Strategy and Solutions at SocialChorus

@LeeDiaz24

How Reebok Uses Employee Generated Content to Amplify Advocacy

Ben BlakeselySr. Manager of Global

Social Media at Reebok@Benunh

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Why Your Brand Needs Employee Generated Content• Company experts are trusted 66% of the time — Edelman Research

• 50% of B2B content marketers say they struggle to create content consistently and 44% of B2C content marketers say the same — Content Marketing Institute and MarketingProfs

• 73% of recruiters have signed a candidate they found through social media — Jobvite

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Employees Are Going to Ask: What’s In It For Me?• Social media training for personal and professional

brand-building

• Recognition from the brand and their colleagues when content is shared

• Opportunity to show their brand pride, represent the company and impact brand awareness

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SocialChorus surveyed 1,000 employees from enterprise

companies.

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Employee Engagement Leads to Employee Advocacy Employees who feel connected with the brand are also more empowered to advocate for the brand. • 93% of employees say they would be good at advocating for the

brand• 87% of employees see the career benefits of advocating for the

brand

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Inspire Employee Creative ExpressionMake it easy for employees to express their creativity by offering multiple ways they can create brand content: • Blog posts• Tweets• Instagram• Employee interviews• And more!

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What are your tips for making employee generated content a key part of any company’s marketing

strategy?

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4 Ways to Get Started with Employee Generated Content

1. Share company social media goals and train employees on how they can share their brand story

2. Make it easy for employees to get involved by reaching out to those who are already active

3. Publicize the program internally to make employees aware of where to submit content they’ve created for the brand (like pictures)

4. Hold internal competitions and campaigns to inspire content creation (such as employee-takeover of Instagram)

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How has Reebok had success motivating employees to create

content for the brand?

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How Reebok Inspires Employees to Create Brand-Safe Content

• Brainstorm ways to channel brand enthusiasm in various formats, like the brand’s Instagram

• Recruit employees who have a good social media acumen and start with them

• Ask: ‘How would you like to represent the brand and reach a bigger audience?’

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Content creation was something that the employees at Reebok were already doing on their own

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What’s in it for Reebok employees?

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“When you’re passionate about what you do, you want as many people to see as possible. It’s not like pulling teeth to motivate employees to tell their story because they’re already telling it everyday.”



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Empower Employees and They’ll Empower Your Brand

• Brand social media channels can give employees access to new audiences

• For example: Reebok’s Instagram has over 400,000 fans and a Twitter following of 650,000

• Employee created content shows how employees are engaged and passionate about their work

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How does Reebok promote employee content internally and

externally?

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Develop a Content Partnership with Employees

Reebok goes about it two different ways: • Create articles and blog posts

and share with employees through the SocialChorus employee advocacy app

• Employees submit their content to publish on Reebok’s brand social media channels, including the employee Instagram takeover program

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Inspired by Reebok, SocialChorus’ Employee Instagram Takeover

SocialChorus employees represent the brand with a weekly employee-takeover program

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What was the inspiration for Reebok’s employee advocacy

program, playfully named “#fitasscompany”?

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“When social media is something that happens off in the corner, and it’s a mystery to the rest of the company how we made a post or where a feed comes from, that doesn’t really do any service to the company’s employees.”



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How Employee Advocacy and Employee Created Content Go Hand-in-Hand

• The Reebok company culture is very healthy, active and fit

• Reebok wanted a way to bring that culture to life on social media

• Employee generated content is the most authentic way to amplify that company culture on social media

• An employee advocacy app gives employees easy access to view and share the content#EngageU

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The use of mobile to accomplish everyday tasks

is increasing — especially for working professionals.

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Create a Consumer Experience for EmployeesEmployee communication strategies that adapt to consumer expectations work better. The majority of your workforce wants to receive company information via a mobile app.• 82% of Millennials • 76% of Gen X• 54% of Baby Boomers

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Interested in Learning More?

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Download our ebookThe New Rules of Employee Advocacy: The 2015 Enterprise Employee Engagement Reporthttp://bit.ly/2015-employee-advocacy-report

Register for our Upcoming Webinar: How C Spire Employees Engage with Consumers Through Employee Advocacyhttp://bit.ly/c-spire-employee-advocacy

Thank you!