take a trip with employee advocacy: how tripit relies on employees to promote their awesome culture
TRANSCRIPT
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
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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”
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“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.
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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
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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/[email protected]
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