What Happens in Vegas: Reaching Citizens Through Employee Advocacy

What Happens in Vegas: Reaching Citizens Through Employee Advocacy

by Sprout Social + @ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016

50% of your employees are already talking

about your organization on

social media.SOURCE: WEBER SHANDWICK

@ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016by Sprout Social +

by Sprout Social +

The power of a single employee.

SOURCE: 2015, STATISTA & DMR

AVERAGE 305 Friends

55% HAVE 300–3,000 Connections

AVERAGE 208 Followers

@ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016

Benefits of an Employee Advocacy Program

Increase brand awareness and consideration.

by Sprout Social +

Share your news with high-value,

trusted communities.

Recruit staff, volunteers and

advocates.

Strengthen employee

engagement.

@ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016

@ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016

City of Las Vegas

by Sprout Social +

by Sprout Social @ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016

• Promote tourism.

• Share local news.

• Give accurate information to share.

• Correct media misinformation.

• Increase employee engagement.

• Recruit new talent.

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• Identifying the right team members.

• Choosing an advocacy platform.

• Training employees.

• Enacting a robust content strategy.

by Sprout Social @ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016+

Since the program’s launch in April 2015, the city has seen:

• 275% spike in brand awareness.

• 320% spike in employee shares.

• 10.9 stories shared/user/month.

@ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016by Sprout Social +

3 Key Learnings You Can Implement Today

@ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016by Sprout Social +

by Sprout Social

Empower your employees.

• Advocacy is an opportunity to go above and beyond—it shouldn’t feel like a mandate.

• Encourage your employees to share the work and news they find most exciting.

• Provide the right tools to enable them to communicate with their networks.

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Find relatable content.

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BLOG.COM

World News

• Learn what content different teams want to read and share.

• Utilize a platform to track results of internal and external performance.

• Be receptive to feedback and adapt content over time.

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Identify internal influencers.

• Find employees who already use social media professionally.

• Involve them in brainstorming and training.

• Leverage involvement to build buy-in, increase program adoption and drive social sharing.

@ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016by Sprout Social +

@ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016by Sprout Social

"Employees are the most believable resource

out there. When our employees are turning

around and sharing a media story, it's more

credible, because people identify more with

people than with a city seal or city hall logo.”

JEN DAVIES, PUBLIC INFORMATION OFFICER CITY OF LAS VEGAS

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by Sprout Social +

Jennifer Davies Andrew Caravella@jendavies26 @andrewcaravella

@ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016