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#AMPYOURSTORY • @ESKIMON1

ADVOCATING ADVOCACYHOW TO BUILD AN EFFECTIVE EMPLOYEE ADVOCACY PROGRAM FOR EMPLOYER BRANDING

SIMON KEMP • • MAY 2018


SIMON KEMP@ESKIMON


SALES PITCH


TODAY’S PRESENTATION1. THE STATE OF DIGITAL

2. UNDERSTANDING EMPLOYEE ADVOCACY

3. 8 STEPS TO AN ADVOCACY STRATEGY

4. BRINGING YOUR STRATEGY TO LIFE

5. ADDITIONAL RESOURCES AND Q&A


DIGITAL IN 2018ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE AROUND THE WORLD


MORE THAN HALF OF THE WORLD’S POPULATION HAS INTEGRATED DIGITAL INTO EVERYDAY LIFE

• SOURCE: HOOTSUITE & WE ARE SOCIAL, “DIGITAL IN 2018”

11

TOTALPOPULATION

INTERNETUSERS

ACTIVE SOCIALMEDIA USERS

UNIQUE MOBILE USERS

ACTIVE MOBILESOCIAL USERS

URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION:

APR2018

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES).

DIGITAL AROUND THE WORLD IN Q2 2018THE LATEST STATISTICAL INDICATORS FOR INTERNET, SOCIAL MEDIA, AND MOBILE USE AROUND THE WORLD

7.615 4.087 3.297 5.061 3.087BILLION BILLION BILLION BILLION BILLION

55% 54% 43% 66% 41%

12

INTERNETUSERS


UNIQUE MOBILE USERS

ACTIVE MOBILE SOCIAL USERS

APR2018

GLOBAL ANNUAL DIGITAL GROWTHYEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS

SINCE APR 2017 SINCE APR 2017 SINCE APR 2017 SINCE APR 2017

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT.

+7% +13% +2% +14%+276 MILLION +390 MILLION +100 MILLION +389 MILLION


TOGETHER, WE’LL SPEND MORE THAN 1 BILLION YEARS ON CONNECTED ACTIVITIES IN 2018

• SOURCE: BASED ON GLOBALWEBINDEX DATA IN HOOTSUITE & WE ARE SOCIAL’S “DIGITAL IN 2018” REPORT

14

TIME SPENT PER DAY ON THE INTERNETJAN2018 AVERAGE NUMBER OF HOURS SPENT USING THE INTERNET PER DAY VIA ANY DEVICE [SURVEY BASED]

SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.

9H 38

M

9H 29

M

9H 14

M

8H 51

M

8H 32

M

8H 27

M

8H 17

M

8H 12

M

8H 10

M

7H 49

M

7H 49

M

7H 25

M

7H 09

M

7H 09

M

6H 52

M

6H 45

M

6H 37

M

6H 31

M

6H 30

M

6H 30

M

6H 27

M

6H 08

M

5H 59

M

5H 55

M

5H 55

M

5H 53

M

5H 51

M

5H 34

M

5H 20

M

5H 19

M

5H 04

M

5H 03

M

4H 52

M

4H 50

M

4H 48

M

4H 12

M

4H 05

M

3H 50

M

3H 46

M

2H 53

M

THAI

LAND

PHILI

PPIN

ES

BRAZ

IL

INDO

NESI

A

SOUT

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RIC

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MAL

AYSI

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MEX

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ARG

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TAIW

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APO

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TURK

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U.S.

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RUSS

IA

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CAN

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ND

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EN U.K.

AUST

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BELG

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NIG

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KENY

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SOCIAL MEDIA WILL ACCOUNT FOR ROUGHLY ONE-THIRD OF ALL THE TIME WE SPEND ONLINE

• SOURCE: BASED ON GLOBALWEBINDEX DATA IN HOOTSUITE & WE ARE SOCIAL’S “DIGITAL IN 2018” REPORT

16

ACTIVE USERS OF KEY GLOBAL SOCIAL PLATFORMSAPR2018 BASED ON THE MOST RECENTLY PUBLISHED MONTHLY ACTIVE USER ACCOUNTS FOR EACH PLATFORM, IN MILLIONS

SOURCES: KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA; ALL AS OF APRIL 2018. *ADVISORY:PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE LESS RELIABLE. **NOTES: THESE PLATFORMS DO NOT PUBLISH MAU DATA. TUMBLR FIGURE IS FOR MONTHLY UNIQUE VISITORS IN DEC 2017, VIA SIMILARWEB. SNAPCHAT FIGURE VIA TECHCRUNCH, JUN 2017. LINKEDIN DATA VIA FORTUNE / APPTOPIA, APR 2017.

2,234 1,500 1,500

1,300 1,000

813 794

783

563 392

330 330

300

300 260 260

255 203

200 200

FACEBOOK

YOUTUBEWHATSAPP

FB MESSENGER

WECHATINSTAGRAM

TUMBLR**

QQQZONE

SINA WEIBOREDDIT

TWITTER

BAIDU TIEBA*SKYPE*

LINKEDIN**VIBER*

SNAPCHAT**

LINEPINTERESTTELEGRAM

SOCIAL NETWORK

MESSENGER / CHAT APP / VOIP

DATA CORRECT TO:12 APRIL 2018

17

TOP MESSENGER APPS BY COUNTRYJAN2018 BASED ON THE GOOGLE PLAY STORE RANK FOR EACH COUNTRY IN DECEMBER 2017

SOURCE: SIMILARWEB, JANUARY 2018, BASED ON THE GOOGLE PLAY APP STORE RANK FOR DECEMBER 2017. FIGURES IN PARENTHESES IN THE LEGEND REPRESENT THE NUMBER OF COUNTRIES / TERRITORIES IN WHICH EACH PLATFORM IS THE TOP-RANKED MESSENGER APP.

WHATSAPP (128)

FACEBOOK MESSENGER (72)

VIBER (10)

WECHAT (3)

LINE (3)

TELEGRAM (3)

IMO (3)

KAKAOTALK (1)

HANGOUTS (1)

ANDROID MESSENGER (1)

NO DATA (14)


BUT WE’RE USING CONNECTIVITY TO HELP WITH MANY OTHER ASPECTS OF OUR LIVES TOO


THE WORLD’S TOP MOBILE APP CATEGORIES

GAMES ENTERTAINMENT SOCIAL PHOTO & VIDEO FINANCE

• SOURCE: APP ANNIE DATA IN HOOTSUITE & WE ARE SOCIAL’S “DIGITAL IN 2018” REPORT

LIFESTYLE HEALTH & FITNESS SHOPPING PRODUCTIVITY DATING


BUT WHAT ABOUT DIGITAL IN ASIA – ARE BEHAVIOURS AND TRENDS THE SAME HERE?

21

TOTALPOPULATION

INTERNETUSERS


ACTIVE MOBILESOCIAL USERS

URBANISATION: PENETRATION: PENETRATION: PENETRATION:

JAN2018

MOBILECONNECTIONS

vs. POPULATION:

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES).

DIGITAL IN ASIA-PACIFIC IN 2018 KEY STATISTICAL INDICATORS FOR THE REGION’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS

4.214 2.007 1.779 4.318 1.713BILLION BILLION BILLION BILLION BILLION

48% 48% 42% 102% 41%

22

AVERAGE DAILY TIME SPENT USING THE

INTERNET VIA ANY DEVICE

AVERAGE DAILY TIME SPENT USING SOCIAL MEDIA VIA ANY DEVICE

AVERAGE DAILY TV VIEWING TIME (BROADCAST, STREAMING AND VIDEO ON DEMAND)

AVERAGE DAILY TIME SPENT LISTENING TO STREAMING MUSIC

JAN2018

TIME SPENT WITH MEDIASURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY

SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: TIME SPENT USING SOCIAL MEDIA INCLUDES SOCIAL NETWORKS AS WELL AS MESSENGERS / CHAT APPS.

9H 29M 3H 57M 3H 37M 2H 08M


The average Filipino internet user spends 2½ times as much time online each day as they spend watching television.

“Source: GlobalWebIndex, as cited in Hootsuite & We Are Social’s ‘Digital in 2018’ report

• SOURCE: GLOBALWEBINDEX, AS CITED IN HOOTSUITE & WE ARE SOCIAL’S ‘DIGITAL IN 2018’ REPORT


FILIPINO INTERNET USERS SPEND MORE TIME USING SOCIAL MEDIA THAN WATCHING TV, TOO

25

TIME SPENT ON SOCIAL MEDIAJAN2018 AVERAGE NUMBER OF HOURS THAT SOCIAL MEDIA USERS SPEND USING SOCIAL MEDIA EACH DAY VIA ANY DEVICE [SURVEY BASED]

3H 57

M

3H 39

M

3H 23

M

3H 10

M

3H 09

M

3H 09

M

3H 07

M

3H 02

M

3H 00

M

2H 56

M

2H 56

M

2H 54

M

2H 48

M

2H 48

M

2H 37

M

2H 34

M

2H 26

M

2H 24

M

2H 19

M

2H 10

M

2H 06

M

2H 03

M

2H 01

M

2H 01

M

2H 00

M

1H 56

M

1H 54

M

1H 53

M

1H 53

M

1H 48

M

1H 47

M

1H 42

M

1H 39

M

1H 38

M

1H 34

M

1H 22

M

1H 20

M

1H 13

M

1H 12

M

0H 48

M

PHILI

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EN U.K.

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ND

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JAPA

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SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.


82% OF PEOPLE AGED 16-64 (I.E. OF WORKING AGE) IN SOUTHEAST ASIA USE SOCIAL MEDIA

• SOURCE: BASED ON DATA FROM FACEBOOK AND THE UNITED STATES CENSUS BUREAU (MAY 2018)


Southeast Asia is home to the world’s most active users of social networks

for work-related activities.

• SOURCE: GLOBALWEBINDEX

“

28

GLOBAL

AVERAGE

SOCIAL NETWORKING FOR WORKMAY2018 PERCENTAGE OF INTERNET USERS WHO REPORT NETWORKING FOR WORK PURPOSES ON SOCIAL MEDIA [SURVEY BASED]

SOURCE: GLOBALWEBINDEX, Q3 & Q4 2017, BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: FIGURES REPRESENT PERCENTAGE OF INTERNET USERS IN EACH COUNTRY WHO REPORT USING SOCIAL NETWORKS TO HELP THEM NETWORK FOR WORK PURPOSES.

48%

39%

36%

36%

36%

35%

35%

33%

33%

32%

31%

30%

28%

27%

24%

24%

23%

23%

20%

19%

19%

18%

17%

17%

17%

16%

15%

15%

14%

14%

14%

14%

13%

13%

12%

12%

9%

7% 7%

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SO HOW CAN BRANDS TAP INTO THE HUGE POTENTIAL OFFERED BY SOCIAL MEDIA?


SOME WAYS SOCIAL CAN HELP THE ENTERPRISE

PUBLISHING AND PROMOTING BRAND-RELATED MESSAGES (PAID & ORGANIC)

SOCIAL COMMERCE FOR B2C BRANDS,

AND SOCIAL SELLING FOR B2B BRANDS

MARKETING &ADVERTISING

SALES &ECOMMERCE

PROVIDING TIMELY SUPPORT TO EXISTING

AND POTENTIAL CUSTOMERS

CUSTOMERSERVICE

IDENTIFYING, ENGAGING AND

EVEN CONVERTING POTENTIAL HIRES

TALENTMANAGEMENT

KEEPING EXISTING TEAMS INFORMED

AND MOTIVATED VIA COMPANY CONTENT

TEAMCOMMS


BUT THERE’S ONE SPECIFIC ACTIVITY THAT CAN HELP WITH EVERY ONE OF THESE OPPORTUNITIES


EMPLOYEEADVOCACY


Employee advocacy occurs when an organisation’s employees share favourable content or stories about the organisation, its products and services, or its broader activities.

“


HALF OF ALL EMPLOYEES SAY THEY’VE SHARED CONTENT ABOUT THEIR EMPLOYER ON SOCIAL

• SOURCES: LINKEDIN AND ALTIMETER


EMPLOYEE ADVOCACY CAN BRING VARIOUS BENEFITS TO THE ORGANISATION


SOME BENEFITS OF EMPLOYEE ADVOCACY

ON AVERAGE, EMPLOYEES HAVE 10 TIMES* THE SOCIAL

MEDIA REACH OF THEIR EMPLOYER’S BRAND PAGES

INCREASES THE LEVEL TO WHICH THOSE PEOPLE BELIEVE THE BRAND’S MESSAGE

AUDIENCEREACH

BRANDCREDIBILITY

HELPS TO CREATE THE PERCEPTION THAT THE

BRAND IS A GOOD PLACE TO WORK

EMPLOYERBRANDING

INCREASES THE LEVEL OF INDIVIDUAL

EMPLOYEES’ PRIDE AND JOB SATISFACTION

EMPLOYEEENGAGEMENT

INSPIRES AND FACILITATES INTRA-

TEAM AND COMPANY COMMUNICATION

TEAMCOMMS

• *SOURCE: LINKEDIN


MAR2016

54%

47%

43%

43%

38%

38%

37%

35%

32%

30%

INCREASE BRAND REACH & AWARENESS

IMPROVE BRAND UNDERSTANDING

ENGAGE EMPLOYEES MORE DEEPLY

DELIVER BETTER BRAND EXPERIENCES

INCREASE SOCIAL ENGAGEMENT

INCREASE DIRECT REVENUES / SALES

'HUMANISE' THE BRAND

ATTRACT MORE / BETTER TALENT

REDUCE COST OF SOCIAL ADVERTISING

DRIVE BRAND RECOMMENDATIONS

• SOURCE: ALTIMETER, “SOCIAL MEDIA EMPLOYEE ADVOCACY: TAPPING INTO THE POWER OF AN ENGAGED SOCIAL WORKFORCE”

TOP BUSINESS OBJECTIVES CITED BY COMPANIES IMPLEMENTING EMPLOYEE ADVOCACY PROGRAMSDRIVERS FOR ADVOCACY PROGRAMS


SO HOW CAN YOU BUILD AN ADVOCACY PROGRAM FOR EMPLOYER BRANDING?


KEY LEARNINGS FROM TOP CASE STUDIES

DELOITTE STARBUCKS ZAPPOS CISCO

GE MASTERCARD DELL REEBOK


8 STEPS


#1IDENTIFY OBJECTIVES

AND MEANINGFUL KPIS


WHAT ARE YOU TRYING TO ACHIEVE?WHAT DOES SUCCESS LOOK LIKE FOR YOU?


THE END RESULT YOU’RE TRYING TO ACHIEVE THAT ADDS DIRECT VALUE TO THE ORGANISATION

THE ACTIVITIES YOU’RE IMPLEMENTING TO HELP YOU

ACHIEVE THE DESIRED OUTCOME

OUTCOMES ACTIVITIES

MEASURING MEANINGFUL RESULTS

VS


SOME POTENTIALLY MEANINGFUL KPIS

HOW MANY PEOPLE APPLY FOR EACH OF YOUR OPEN ROLES

OR POSITIONS?

WHAT PERCENTAGE OF APPLICANTS HAVE

THE DESIRED SKILLS AND EXPERIENCE?

NUMBER OFAPPLICANTS

QUALITY OFAPPLICANTS

ON AVERAGE, HOW LONG DOES IT TAKE TO FILL YOUR OPEN

ROLES OR POSITIONS?

TIME TOFILL ROLES

WHAT’S THE AVERAGE SALARY YOU NEED TO OFFER PEOPLE TO GET

THEM ON BOARD?

AVERAGE START SALARY

IN TOTAL, HOW MUCH DOES IT

COST THE BUSINESS TO HIRE SOMEONE?

OVERALLCOST TO HIRE


EXAMPLE


‘S.M.A.R.T.’ OBJECTIVEReduce the average ‘time to hire’ from the current 3 months to less

than 2 months by the end of 2018.


CONSIDER BUILDING A BUSINESS CASE TO GET MANAGEMENT SUPPORT FROM THE OUTSET


CONSIDERATIONS FOR A BUSINESS CASE

HOW MUCH COULD EMPLOYEE ADVOCACY

SAVE THE BUSINESS (E.G. HEAD-HUNTER FEES)?

HOW MUCH WOULD THE EQUIVALENT REACH

AND ENGAGEMENT COST IN PAID MEDIA?

COSTSAVINGS

MARKETINGEQUIVALENTS

HOW MUCH INCREMENTAL VALUE

CAN YOU EXPECT NEW TALENT TO CONTRIBUTE?

VALUEOF TALENT

WHAT IMPACT DOES ADVOCACY HAVE ON OVERALL BRAND VALUE

(BALANCE SHEET METRIC)?

BRAND EQUITYMEASURES


BUT EMPLOYEE ADVOCACY SUCCESS ISN’T JUST ABOUT WHAT THE BRAND WANTS TO ACHIEVE


BRANDNEEDS

POTENTIALHIRES’NEEDS

EXISTINGEMPLOYEES’

NEEDS


#2ENGAGING YOUR

EXISTING EMPLOYEES


WHAT’S INIT FOR ME?


6 in 7 employees at companies with formal employee advocacy

programs say that their involvement in social media for professional

purposes has helped their career.

“Hinge Marketing


SOME EMPLOYEE BENEFITS OF ADVOCACY

SHARING REGULAR CONTENT HELPS GROW SOCIAL NETWORKS UP TO FOUR TIMES FASTER

GAIN VISIBILITY AND RECOGNITION FOR WORK, INTERNALLY

AND EXTERNALLY

EXTENDEDNETWORK

PROFESSIONALRECOGNITION

BUILD RELATIONSHIPS THAT HELP TO ACHIEVE SALES TARGETS MORE

EFFICIENTLY & EFFECTIVELY

SOCIALSELLING

DEMONSTRATE THOUGHT LEADERSHIP AND COMMUNICATE SKILLS AND EXPERTISE

PERSONALBRANDING

USE A COMBINATION OF THESE BENEFITS

TO PROVE VALUE AND SECURE PROMOTION

CAREERPROGRESSION


Helping employees to build their own personal brand is a central pillar in the success of Deloitte’s employee advocacy program.

“Redacted from comments by Turner Roach, Social Media & Employee Advocacy Team, Deloitte


!


EMPLOYEES WILL ONLY ADVOCATE EFFECTIVELY IF THEY TRULY BELIEVE IN THE BRAND THEMSELVES


CULTURECONTENTIS MORE IMPORTANT THAN


If you haven’t captured the hearts of your employees,

they won’t capture the hearts of your consumers.

“Marilyn Carlson Nelson


SOME CAUSES OF DISENGAGED EMPLOYEES

POOR DIRECTIONOR FEEDBACK

ISSUES RELATING TOMISSION & VALUES

LACK OF TEAMSOCIALISING

LACK OF PERSONALRECOGNITION

• SOURCE: OFFICEVIBE

FEELING‘UNDERPAID’

UNINSPIRING WORKENVIRONMENT

INCOMPLETEONBOARDING

POOR MANAGEMENTCOMMUNICATION


ADDRESSING INTERNAL ISSUES IS CRITICALTO ACHIEVING EMPLOYEE ADVOCACY SUCCESS


TOP TIP: RUN A SIMPLE SURVEY TO FIND OUT WHICH AREAS NEED MOST URGENT ATTENTION


MONITOR QUALITATIVE FEEDBACKON PLATFORMS LIKE GLASSDOOR TOO


THE GOOD NEWS:


IMPROVING EMPLOYEE SATISFACTION DELIVERS BENEFITS FAR BEYOND ADVOCACY ACTIVITIES


#3ENGAGING POTENTIAL EMPLOYEES AND HIRES


WHAT DO THE PEOPLE THAT YOU’RE HOPING TO HIRE WANT? WHAT DO THEY CARE ABOUT?


SOME THINGS PEOPLE MAY ENGAGE WITH

PACKAGE RECOGNITION MISSION VALUES PEOPLE

TRAINING CULTURE WORKSPACE FLEXIBILITY STATUS


HOW DO PEOPLE THINK OR FEEL ABOUT YOUREMPLOYER BRAND ACROSS THOSE ATTRIBUTES?


NOTE: IT’S BEST TO USE QUALITATIVE AND QUANTITATIVE RESEARCH TO HELP WITH THIS


#4MAPPING THE CHANGE YOU WANT TO DELIVER


WHICH THOUGHTS OR FEELINGS ABOUT YOUR EMPLOYER BRAND DO YOU WANT TO CHANGE?


WHAT PEOPLE THINK AND FEEL ABOUT YOUR COMPANY TODAY

THAT YOU HOPE TO CHANGE

WHAT YOU’D LIKE PEOPLE TO THINK AND FEEL INSTEAD

THAT WILL HELP YOU SUCCEED

BEFORE AFTER

THE ‘JOB TO BE DONE’ WITH COMMS


!


UNDERSTANDING YOUR DESIRED CHANGE IS CENTRAL TO DETERMINING SUCCESS AND ROI


EXAMPLE


We needed to overcome the image of Cisco as this “stodgy old tech company,” to position

the company as diverse, cutting-edge, and a great place to work.

“Cisco Brand Talent Team, in an interview in HROS


THREE POTENTIAL CHANGES

RAISE AWARENESS OF SOMETHING NEW, OR SOMETHING THAT THE

AUDIENCE MIGHT NOT HAVE CONSIDERED PREVIOUSLY

REVERSE NEGATIVE PERCEPTIONS THAT MAY BE IMPACTING PEOPLE’S

ATTITUDES AND BEHAVIOURS

INTRODUCE REMEDYSTRENGTHEN EXISTING,

POSITIVE ATTITUDES AND BELIEFS SO THAT PEOPLE ARE MORE

LIKELY TO ACT ON THEM

REINFORCE


MY TIP: INVEST DISPROPORTIONATE RESOURCES TO FULLY UNDERSTAND THIS ‘JOB TO BE DONE’


#5SELECTING THE RIGHT

SOCIAL CHANNELS


SIMPLE ANSWER: HARNESS THE PLATFORMS THAT YOUR EMPLOYEES ALREADY USE


BUILD CONTENT THAT’S FLEXIBLE ENOUGH FOR PEOPLE TO SHARE IT ON DIFFERENT PLATFORMS


#6UNDERSTANDING

CONTENT FOR ADVOCACY


EMPLOYEE ADVOCACY IS NOTLIKE A MARKETING CAMPAIGN


YOU’RE NOT LOOKING TO CREATE CONTENT THAT YOU’LL SHARE ON BRAND PROPERTIES


YOUR TASK IS TO INSPIRE TEAMS TO SHARE VALUABLE CONTENT THAT MATTERS TO THEM


AVOID ‘SPIN’ AT ALL COSTS – PEOPLE CANSEE STRAIGHT THROUGH CORPORATE BULLSHIT


YOU CAN STILL USE YOUR BRAND CHANNELS TO PUSH OUT CONVENTIONAL MARKETING( )


STEP 1: IDENTIFY THE CONVERSATIONSTHAT YOUR BRAND WANTS TO BE A PART OF


THESE CONVERSATIONS DON’T NEED TO BE ABOUT YOUR BRAND, OR EVEN FEATURE IT


‘BRAND AGNOSTIC’ CONTENT: STORIES ABOUT TOPICS THAT MATTER TO YOU,

YOUR EMPLOYEES AND YOUR AUDIENCE

CONTENT AND STORIES THAT ARE MORE DIRECTLY RELATED TO YOUR

COMPANY AND THE WORK YOU DO

75% 25%

A BALANCED APPROACH TO CONTENT

VS


STEP 2: SHARE CONTENT THAT HELPS ADVOCATESTO PARTICIPATE IN THESE CONVERSATIONS


KEY QUESTION:


WHAT WOULD YOUR EMPLOYEES BE PROUDTO SHARE ON THEIR OWN PERSONAL PROFILES?


GOOD CONTENT IS…

TOPICS AND FORMATS THAT PEOPLE WOULD CHOOSE TO SPEND TIME CONSUMING

THEMES THAT RELATE TO THE WORK THAT THE COMPANY AND ITS EMPLOYEES DO

INTERESTING RELEVANTCONTENT THAT WORKS IN A SOCIAL SETTING, AND IDEALLY INSPIRES

CONVERSATION

SOCIALHELPS THE BRAND, EMPLOYEES, AND

AUDIENCES TO ACHIEVE THINGS THEY CARE ABOUT

VALUABLE


PROVIDE CONTENT THAT’S EASILY ‘RECYCLABLE’ ACROSS DIFFERENT CHANNELS AND CONTEXTS


ENSURING HEALTHY VARIETY & BALANCE

COVER A VARIETY OF DIFFERENT THEMES TO

ADDRESS DIFFERENT NEEDS AND OBJECTIVES

VARY THE LENGTH AND DEPTH OF CONTENT

TO ACHIEVE DIFFERENT KINDS OF ENGAGEMENT

TOPICS DEPTHSHARE CONTENT THAT

CATERS TO THE INTERESTS OF DIFFERENT PEOPLEIN YOUR AUDIENCE

AUDIENCESSHARE CONTENT ACROSS DIFFERENT PLATFORMS TO REACH DIFFERENT KINDS

OF PEOPLE AND CONTEXTS

CHANNELS


DEDICATED TOOLS CAN PLAY A VALUABLE ROLE IN HELPING PEOPLE FIND AND SHARE CONTENT


AUTHENTICITY IS KEY, SO EXPLORE HOW YOU CAN EMPHASISE EMPLOYEES’ OWN ‘VOICES’


ENCOURAGE EMPLOYEES TO CUSTOMISECONTENT TO SO THAT IT BECOMES ‘THEIRS’


WHERE POSSIBLE, ENCOURAGE EMPLOYEES TO CREATE THEIR OWN ORIGINAL CONTENT TOO


#7MEASUREMENT


USE MEASUREMENT TO UNDERSTAND PROGRESS, AND TO REFINE AND IMPROVE YOUR ACTIVITIES


TOP MEASURES FOR EMPLOYEE ADVOCACYNOV2015 METRICS THAT COMPANIES COMMONLY EMPLOYEE TO MEASURE THE SUCCESS AND VALUE OF THEIR EMPLOYEE ADVOCACY INITIATIVES

• SOURCE: HINGE MARKETING

60%

57%

40%

39%

32%

25%

22%

GROWTH IN SOCIAL FOLLOWERS

IMPACT ON WEBSITE TRAFFIC

NO. OF LEADS FROM SOCIAL

INCREASED SOCIAL CONVERSATION

INCREASED CONTENT IMPRESSIONS

FINANCIAL CONTRIBUTION

NO. OF EMPLOYEES PARTICIPATING


METRICS THAT MAY IDENTIFY ADVOCACY VALUE

ENGAGEMENT, REACH, FREQUENCY, SHARES,

CONVERSIONS TO WEB VISITS, ETC.

CHANGES IN BRAND PERCEPTIONS (E.G. “THIS IS A COMPANY THAT I’D

LIKE TO WORK FOR”)

MEDIAMETRICS

BRANDMETRICS

AVERAGE STARTING SALARY, OVERALL COST

TO HIRE, SPEND ON RECRUITMENT ADS

FINANCIALMEASURES

SATISFACTION AND PRODUCTIVITY LEVELS AMONGST EXISTING

EMPLOYEES

EMPLOYEEENGAGEMENT

LIKELIHOOD THAT CURRENT EMPLOYEES

WOULD RECOMMEND ROLES TO OTHERS

EMPLOYERNPS SCORE


#8MAKE USE

OF FINDINGS


INVEST TIME IN ANALYSING MEASUREMENT FINDINGS TO IDENTIFY WAYS TO IMPROVE


DON’T FORGET TO SHARE SUCCESS STORIES WITH YOUR ADVOCATES AND LEADERSHIP TOO


8 STEPS TO AN ADVOCACY STRATEGY1. DEFINE YOUR BUSINESS OBJECTIVES

2. UNDERSTAND EMPLOYEES’ MOTIVATIONS

3. UNDERSTAND YOUR AUDIENCE’S INTERESTS

4. CLARIFY THE CHANGE YOU HOPE TO EFFECT

5. IDENTIFY THE CHANNELS YOU’LL USE

6. MAP OUT YOUR CONTENT APPROACH

7. DEFINE YOUR MEASUREMENT FRAMEWORK

8. LEARN AND OPTIMISE ONGOING ACTIVITIES


BRINGING YOURSTRATEGY TO LIFE


1. LAUNCHIN STYLE


CREATE INTERESTING LAUNCH ACTIVITIES THAT RAISE AWARENESS AND BUILD ENTHUSIASM


MY TIP: STRESS THE POTENTIAL BENEFITS THAT EMPLOYEES CAN GAIN FROM PARTICIPATION


SOME EMPLOYEE BENEFITS OF ADVOCACY

SHARING REGULAR CONTENT HELPS GROW SOCIAL NETWORKS UP TO FOUR TIMES FASTER

GAIN VISIBILITY AND RECOGNITION FOR WORK, INTERNALLY

AND EXTERNALLY

EXTENDEDNETWORK

PROFESSIONALRECOGNITION

BUILD RELATIONSHIPS THAT HELP TO ACHIEVE SALES TARGETS MORE

EFFICIENTLY & EFFECTIVELY

SOCIALSELLING

DEMONSTRATE THOUGHT LEADERSHIP AND COMMUNICATE SKILLS AND EXPERTISE

PERSONALBRANDING

USE A COMBINATION OF THESE BENEFITS

TO PROVE VALUE AND SECURE PROMOTION

CAREERPROGRESSION

REMIN

DER


CONSIDER USING INCENTIVES TO ENCOURAGE PARTICIPATION, ESPECIALLY AT THE BEGINNING


TYPES OF ‘INCENTIVE’ TO CONSIDER

CELEBRATE EMPLOYEES WHO MAKE MEANINGFUL CONTRIBUTIONS TO THE ADVOCACY PROGRAM

(E.G. VIA TEAM COMMS)

EXPLORE THINGS LIKE LEADER-BOARDS OR GAMING

MECHANISMS THAT APPEAL TO PEOPLE’S COMPETITIVE

SPIRIT AND HELP BUILD A HABIT

RECOGNITION GAMIFICATIONOFFER REWARDS FOR ONGOING

PARTICIPATION, OR TO PEOPLE WHO HELP THE COMPANY

TO ACHIEVE SPECIFIC GOALS(E.G. INTRODUCE A NEW HIRE)

REWARDS


We ran a sweepstakes that increased the number of people participating in our advocacy

program by 31%, and increased audience reactions by 71%.

“Redacted from comments by Turner Roach, Social Media & Employee Advocacy Team, Deloitte


APPOINT ‘CHAMPIONS’ TO SET AN EXAMPLE, ESPECIALLY IF THEY’RE SENIOR EXECUTIVES


SOME BENEFITS OF BEING A SOCIAL LEADER

MAKES IT EASIER FOR VARIOUS STAKEHOLDERS TO FIND AND INTERACT

WITH LEADERSHIP

HELPS ESTABLISH THE EXEC AS AN EXPERT & THOUGHT-LEADER IN

THEIR RESPECTIVE FIELD

ACCESSIBILITY AUTHORITY3 IN 4 CONSUMERS SAY A CEO’S PRESENCE ON

SOCIAL MAKES A BRAND MORE TRUSTWORTHY*

CREDIBILITYPERSONAL UPDATES

FROM EXECS ARE MORE ENGAGING

THAN PRESS RELEASES

AUTHENTICITYSOCIALLY ENGAGING EXECS ATTRACT BETTER TALENT AND GREATER

INVESTMENT

ATTRACTION

• SOURCE FOR CREDIBILITY STAT: BRANDFOG, “CEOS, SOCIAL MEDIA, AND BRAND REPUTATION”


2. CONSIDER INVESTING IN TOOLS


TOOLS ARE AN IMPORTANT PART OF TURNING INTENT INTO ACTION AND ONGOING SUCCESS


LOOK FOR TOOLS THAT MAKE IT EASY FOR EMPLOYEES TO FIND AND SHARE CONTENT


Deloitte started by emailing content to advocates, but since we adopted a tool that allows advocates to find content on specific topics whenever they want, we’ve been able to scale

faster and improve success rates.Turner Roach & Aida Ahmed, Social Media & Employee Advocacy Teams, Deloitte

“


3. OFFER ESSENTIAL SOCIAL TRAINING


IF YOU WANT TO GET THE BEST RESULTS, OFFER SOCIAL MEDIA TRAINING TO EMPLOYEES


SOME POTENTIAL TRAINING TOPICS

HOW TO START OUT AND PROGRESS ALONG THE

JOURNEY TO BECOMING A RECOGNISED EXPERT OR ‘THOUGHT LEADER’

HOW TO CREATE A COMPELLING &

ENGAGING PROFILE ON DIFFERENT SOCIAL

MEDIA PLATFORMS

PERSONALBRANDING

PROFILEMANAGEMENT

HOW TO CURATE, CREATE, AND PUBLISH SOCIAL CONTENT FOR

MAXIMUM IMPACT AND ONGOING SUCCESS

CONTENTCREATION

HOW TO TURN CONTENT INTO CONVERSATIONS

THAT HELP TO BUILD PERSONAL AND

PROFESSIONAL BRANDS

SOCIALSKILLS

ADVICE ON THINGS TO WATCH OUT FOR,

SUCH AS PROTECTING PRIVACY, OR ANY

LEGAL ISSUES

SAFETY &COMPLIANCE


DOCUMENT YOUR SOCIAL MEDIA POLICIES AND COMPLIANCE GUIDELINES BEFORE YOU LAUNCH


OFFER REGULAR TRAINING TO HELP MAINTAIN PARTICIPATION IN ADVOCACY ACTIVITIES


DIGGINGDEEPER


CASE

STUDIES


TOP CASE STUDIES FOR FURTHER READING

http://bit.ly/DeloitteEA http://bit.ly/CiscoEA

DELOITTE CISCOhttp://bit.ly/GenElecEA

GE


HTTP://BIT.LY/GD2018GO


@ESKIMON


SIMON KEMP

@ESKIMON

[email protected]

KEPIOS.COM

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