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Proprietary and confidential. Do not distribute.
[WEBINAR] Social Employee Advocacy:
Tapping into the power of an engaged ...
2
“I bristle at the notion that employee advocacy
is a new thing. In many ways, it’s something
we’ve been trying to do for...
3
“When we first launched our [employee
advocacy] pilot, I found an old essay that the
President of General Mills had writ...
5
Key Findings
6
1. Planning and adoption of employee
advocacy is quickly growing
7
2015 State of Social Business
45% of strategists indicated
employee advocacy was a top
priority – a 191% increase in
int...
8
90% of brands are pursuing
employee advocacy
Our latest research shows that
90% of brands are now pursuing
some form of ...
1st Increase reach of our
messages in social networks
2nd Drive increased
understanding and brand
health of our organizati...
10
2. Consumer response to employee advocacy
content is encouraging
Employee posted content out-performs social ads
11
31%
of consumers
say they “better understand” companies
whose employees share content
47%
of brands
cite “increased und...
12
3. Employee advocacy amounts to native
advertising in social
13
Native Advertising in Social Media
21%
of consumers
report “liking” employee posts
Source: “Social Media Employee Advoc...
14
4. But, employee posts can backfire
Like anyone struggling with information overload, followers will block
those that o...
15
Backlash can be significant
20%
of consumers
report they have blocked or un-followed a
connection based on posts about ...
16
5. Employee advocacy drives employee
engagement
17
How do you feel
when sharing your employer’s
content?
“I feel more connected
and enthusiastic about
the company I work ...
18
5. Europe lags North America in adoption
Europeans share less, overall
∙ Greater desire for work-life
separation
Motivations & employer tool
provision differ
∙ Europeans less interested in
connecting work life with
social networks
21
Best Practices for
Planning Action
22
1
Define Scope
and Business
Objectives
23
✓ Set Expectations
“The biggest barrier is a
psychological barrier in
expectation.”
Glenn Gaudet, GaggleAMP
∙ Have real...
24
✓ Work Inside-Out
∙ Employee engagement goals
lead to consumer-based
outcomes.
“Alignment is the key to
unlock advocacy...
25
✓ Engage Leaders
“We have a really open
culture - we are allowed to
‘try and fail’.”
Sarah Mortensen, Cisco EMEA
∙ Seek...
26
2 Research and
Baseline
✓ Understand
Organic Activity
∙ Who is already sharing
within your
organization?
∙ What motivates these
“organic advocates...
✓ Mine your ESN
∙ Use an Enterprise Social
Network to create and
reinforce culture of sharing
internally.
∙ Translate that...
29
3 Departmental
Alignment
30
Departmental Alignment
Team Why?
✓ Employee Comms Raise internal awareness.
✓ Human Resources
Set policy.
Drive engagem...
31
4 Pilot: “Test and
Learn”
32
✓ Start Low-Tech
“Our program is really quite
an old one. We started it as an
email, with anywhere from
five to ten pre...
33
✓ Employee Training
Convey…
…the benefit to the employee
Source: “Social Media Employee Advocacy: Tapping Into The Powe...
34
✓ Employee Training
Convey…
…the benefit to the brand
Source: “Social Media Employee Advocacy: Tapping Into The Power o...
35
✓ Employee Training
Convey…
…the shared benefits
Source: “Social Media Employee Advocacy: Tapping Into The Power of An
...
36
✓ Training
“People are so fearful of getting out there in social media, but
once they do it…it’s amazing the pivot they...
37
5 Scale
38
✓ Benchmarking
∙ What does good scale look
like?
∙ Average employee adoption
seems to run between 10-
40%
39
✓ ROI
∙ Look for connections between
employee engagement and
consumer response
∙ Give employees proof metrics,
too, to ...
40
✓ Retirees
∙ Some retirees may have
unique social graphs with
significant influence
41
✓ Content
∙ Consider the content mix
and tools
∙ Curate content to differing
teams interests and areas
of expertise
42
✓ Content
58%
58%
62%
48%
43%
27%
43
✓ Governance
∙ Have clear policy
∙ Training / mentoring
∙ Have monitoring in
place
Thank You
Disclaimer: Although the information and data used in this report have been produced and processed from sources ...
Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce
Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce
Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce
Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce
Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce
Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce
Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce
Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce
Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce
Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce
Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce
Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce
Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce
Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce
Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce
Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce
Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce
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Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce

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How should employees be part of my marketing mix? Can I extend the reach of my brand’s messages through employees in social media? Can I drive increased engagement of employees at work? Does the shift of social media from organic messaging to paid advertising concern you? Will there be a time when my employees will carry my messages further than our brand's social pages? If so, this research report is for you.

Publicada em: Marketing
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Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce

  1. 1. Proprietary and confidential. Do not distribute. [WEBINAR] Social Employee Advocacy: Tapping into the power of an engaged social workforce Ed Terpening Industry Analyst, Altimeter @EdTerpening Aubrey Littleton Researcher, Altimeter @AubreyLittleton
  2. 2. 2 “I bristle at the notion that employee advocacy is a new thing. In many ways, it’s something we’ve been trying to do for a long time, and only recently have the stars aligned between culture, technology, and product to be able to roll it out at scale.” Matt Switzer, Hootsuite
  3. 3. 3 “When we first launched our [employee advocacy] pilot, I found an old essay that the President of General Mills had written in the 1940s that said: ‘PR is everybody’s job.’ That’s especially true today; we all have a role to play in promoting the company and this is just the 2015 version of that.” Kevin Hunt, General Mills
  4. 4. 5 Key Findings
  5. 5. 6 1. Planning and adoption of employee advocacy is quickly growing
  6. 6. 7 2015 State of Social Business 45% of strategists indicated employee advocacy was a top priority – a 191% increase in interest over 2013. Source: “The 2015 State of Social Business: Priorities Shift from Scaling to Integrating”, by Ed Terpening and Charlene Li, 2015 191%
  7. 7. 8 90% of brands are pursuing employee advocacy Our latest research shows that 90% of brands are now pursuing some form of employee advocacy – a further 2x increase over 2015. Source: “Social Media Employee Advocacy: Tapping Into The Power of An Engaged Social Workforce” by Ed Terpening, 2016
  8. 8. 1st Increase reach of our messages in social networks 2nd Drive increased understanding and brand health of our organization 3rd Engage employees more deeply in our company mission and their work The top business drivers for employee advocacy
  9. 9. 10 2. Consumer response to employee advocacy content is encouraging Employee posted content out-performs social ads
  10. 10. 11 31% of consumers say they “better understand” companies whose employees share content 47% of brands cite “increased understanding and brand health” as priority for employee advocacy Source: “Social Media Employee Advocacy: Tapping Into The Power of An Engaged Social Workforce” by Ed Terpening, 2016 Employee advocacy promotes brand health
  11. 11. 12 3. Employee advocacy amounts to native advertising in social
  12. 12. 13 Native Advertising in Social Media 21% of consumers report “liking” employee posts Source: “Social Media Employee Advocacy: Tapping Into The Power of An Engaged Social Workforce” by Ed Terpening, 2016 8% of consumers report “sharing” employee posts
  13. 13. 14 4. But, employee posts can backfire Like anyone struggling with information overload, followers will block those that over-post or post irrelevant content.
  14. 14. 15 Backlash can be significant 20% of consumers report they have blocked or un-followed a connection based on posts about work “Have you ever blocked/unfollowed/unfriended someone because of their posts about work?” Global consumer survey, Q1’16, n=2286 Source: “Social Media Employee Advocacy: Tapping Into The Power of An Engaged Social Workforce” by Ed Terpening, 2016
  15. 15. 16 5. Employee advocacy drives employee engagement
  16. 16. 17 How do you feel when sharing your employer’s content? “I feel more connected and enthusiastic about the company I work for.”
  17. 17. 18 5. Europe lags North America in adoption
  18. 18. Europeans share less, overall ∙ Greater desire for work-life separation
  19. 19. Motivations & employer tool provision differ ∙ Europeans less interested in connecting work life with social networks
  20. 20. 21 Best Practices for Planning Action
  21. 21. 22 1 Define Scope and Business Objectives
  22. 22. 23 ✓ Set Expectations “The biggest barrier is a psychological barrier in expectation.” Glenn Gaudet, GaggleAMP ∙ Have realistic targets for adoption ∙ Begin pilots with manageable groups
  23. 23. 24 ✓ Work Inside-Out ∙ Employee engagement goals lead to consumer-based outcomes. “Alignment is the key to unlock advocacy at the scale required to drive true business impact.” Nicole Alvino, SocialChorus
  24. 24. 25 ✓ Engage Leaders “We have a really open culture - we are allowed to ‘try and fail’.” Sarah Mortensen, Cisco EMEA ∙ Seek executive support to: ∙ Cross silos ∙ Procure resources ∙ Motivate employees to participate ∙ Allow for initial missteps
  25. 25. 26 2 Research and Baseline
  26. 26. ✓ Understand Organic Activity ∙ Who is already sharing within your organization? ∙ What motivates these “organic advocates”? What results do they see and what motivates them?
  27. 27. ✓ Mine your ESN ∙ Use an Enterprise Social Network to create and reinforce culture of sharing internally. ∙ Translate that culture externally with employee advocacy.
  28. 28. 29 3 Departmental Alignment
  29. 29. 30 Departmental Alignment Team Why? ✓ Employee Comms Raise internal awareness. ✓ Human Resources Set policy. Drive engagement through ESNs. Manage the employee relationship ✓ Legal Legal compliance (e.g., FTC disclosure, NLRB, et al) Labor, privacy, and regional laws. ✓ Sales Social selling. Align engagement and advocacy strategies. ✓ IT Important operations ally. ✓ Marketing / Social Team Think strategically about employee advocacy. Define KPIs that drive brand impact.
  30. 30. 31 4 Pilot: “Test and Learn”
  31. 31. 32 ✓ Start Low-Tech “Our program is really quite an old one. We started it as an email, with anywhere from five to ten pre-written, legally- approved tweets for people to copy-and-paste into Twitter.” Nolan Carleton, AT&T ∙ Don’t shy away from low-tech pilots, but be aware that they won’t scale. ∙ Typically, even large brands begin employee advocacy efforts with as few as 25 - 75 employees.
  32. 32. 33 ✓ Employee Training Convey… …the benefit to the employee Source: “Social Media Employee Advocacy: Tapping Into The Power of An Engaged Social Workforce” by Ed Terpening, Altimeter Group, 2016
  33. 33. 34 ✓ Employee Training Convey… …the benefit to the brand Source: “Social Media Employee Advocacy: Tapping Into The Power of An Engaged Social Workforce” by Ed Terpening, Altimeter Group, 2016
  34. 34. 35 ✓ Employee Training Convey… …the shared benefits Source: “Social Media Employee Advocacy: Tapping Into The Power of An Engaged Social Workforce” by Ed Terpening, Altimeter Group, 2016
  35. 35. 36 ✓ Training “People are so fearful of getting out there in social media, but once they do it…it’s amazing the pivot they make. Make sure whatever materials you have about your program are fun and engaging. Don’t make your program any scarier than it needs to be.” Nolan Carleton, AT&T
  36. 36. 37 5 Scale
  37. 37. 38 ✓ Benchmarking ∙ What does good scale look like? ∙ Average employee adoption seems to run between 10- 40%
  38. 38. 39 ✓ ROI ∙ Look for connections between employee engagement and consumer response ∙ Give employees proof metrics, too, to encourage participation
  39. 39. 40 ✓ Retirees ∙ Some retirees may have unique social graphs with significant influence
  40. 40. 41 ✓ Content ∙ Consider the content mix and tools ∙ Curate content to differing teams interests and areas of expertise
  41. 41. 42 ✓ Content 58% 58% 62% 48% 43% 27%
  42. 42. 43 ✓ Governance ∙ Have clear policy ∙ Training / mentoring ∙ Have monitoring in place
  43. 43. Thank You Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice. Ed Terpening Industry Analyst ed@altimetergroup.com @edterpening Altimeter provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models. Recent, related research cited in this presentation.

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