Beyond social media the playbook for a winning employee advocacy program

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Beyond Social Media: The Playbook for a Winning Employee Advocacy Program

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The Playbook for a Winning Employee Advocacy Program

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Gregory Shove

Founder & CEO at SocialChorus

@GregShove

Sarah Manning

Senior Specialist, Social Media Marketing at ServiceNow

@SManning1000

Chris Boudreaux

Author of the 2015 Buyer Guide: Social Employee

Advocacy Software

@cboudreaux

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Organic Reach on Social Media is Diminishing• Brands’ posts on social networks reach only 3% of fans — at best — without

paid advertising — Forrester

• 92% of consumers trust word-of-mouth-marketing over brand messaging — Nielsen

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Brand-shared content reach

Employee-shared content reach

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Employee Advocacy: Your Employees are Your Brand

Engaged employees are responsible for 80% of customer satisfaction — David Macleod & Nita Clarke

90% of an employee’s social audience is new to the brand — Dell Study

Employee-shared content receives 7x the engagement of brand-shared content — Based on SocialChorus Implementations

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80%90%

7x

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What inspired ServiceNow to get started with employee advocacy?

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ServiceNow Employees Wanted to Advocate

• Employees wanted to share content, but didn’t know what they could safely share

• Launched a weekly Social Media Digest email and 300 employees subscribed

• Eventually, measurement and metrics were needed — we outgrew the email

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“You can’t measure employee advocacy through email. That’s when I knew we needed a platform to manage our program if we wanted it to scale.”

Sarah Manning,

ServiceNow

@SManning1000

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What’s the biggest benefit of investing in employee advocacy?

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The Best Way to Amplify the ServiceNow Brand

• ServiceNow employees are the best representatives of our brand

• The employee advocacy program is also a way to connect our global workforce

• Employee-shared content reaches 10x more people than branded social channels#EngageU

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What do employees get out of an employee advocacy program?

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Employees are Better Connected to Relevant Content

• Provides guidance for employees on how to use social media for business

• Delivers relevant brand and industry content for employees to easily access and share

• Give employees an easy way to build their personal brand online and start seeing results #EngageU

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“Employee advocacy gives employees the opportunity to develop themselves as subject matter experts and thought leaders. They significantly grow their own networks by participating.”

Sarah Manning,

ServiceNow

@SManning1000

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How does ServiceNow engage employee advocates?

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Drive Engagement with Training & Authenticity

• Provide training and guidance i.e. “Teach a man to fish”

• Meet employees where they are, don’t expect them to be instant experts

• Give employees control over what they publish by providing “freedom within a framework”

• No one wants to just parrot the marketing message, let employees use their own, authentic voice to share

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“Employees don’t want to be seen as just a social robot in the internet army, but as an independent thinker and a valuable contributor — and we want that too!”Sarah

Manning, ServiceNow

@SManning1000

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Employee Advocacy: Benefits Company-wide• Social Media Marketing: Increase

awareness

• Human Resources: Attract top talent

• Sales Professionals: Drive leads

• Communications: Engage employees

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We build enterprise-branded apps suitable for every employee

Our apps empower employers to deliver the right content and company news to the right employee, at the right time, in any location

Employees love how easy it is to be in the know

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Interested in Learning More?

Download our ebook:

The Innovator’s Guide to Employee Advocacy

http://bit.ly/InnovatorsGuide

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