As the voice of the brand, employees can sway public opinion with their authentic, trusted point of view. Businesses continue to adapt to the quickly changing social environment, and there is little doubt that socially active employees exist within organizations. But how do companies partner with these types of employees, organize them behind a unified message, and scale a program? Join author and thought leader Neal Schaffer, and Bart Casabona, Director of Social Media at Pitney Bowes, as they discuss the impact social employees are having on companies.

1. Sponsored by
Neal Schaffer
Author and Founder
at Maximize Your Social
@nealschaffer
SOCIAL EMPLOYEES
YOUR SECRET PR WEAPON
Bart Casabona
Director of Social Media
at Pitney Bowes
@bartcas
PR WEEK PRESENTS
#DySiPR

2. Sponsored by
SOCIAL EMPLOYEES
YOUR SECRET PR WEAPON #DySiPR
ü The Definition of the Social Employee
ü Why Employees are Now Social by Nature
ü How to Identify Your Early Adopters
ü What Companies are Doing to Tap Into the Social Employee
ü How to Organize, Train and Scale an Employee Advocacy Program
ü What Success Looks Like
What You Will Learn

3. Sponsored by
SOCIAL EMPLOYEES
YOUR SECRET PR WEAPON #DySiPR
§ Always On
§ Mobile First
§ Collaborative by Nature
§ Open to Challenge and Change
Introducing the Social Employee
Mary Ann Gallo
Vice President of Corporate Communications
Hitachi Data Systems
Many of our employees are very active on social
media and look for opportunities to provide timely,
valuable content to their connections.

4. Sponsored by
SOCIAL EMPLOYEES
YOUR SECRET PR WEAPON #DySiPR
§ Become a thought leader
§ Grow social presence
§ Stay more informed/engaged
§ Gain social experience
Benefits Across the Board
Employee Advocate
at Domo
It finally feels like I have a mechanism to
share my voice. But do it in a way that takes
minutes rather than hours.

5. Sponsored by
SOCIAL EMPLOYEES
YOUR SECRET PR WEAPON #DySiPR
§ How do you identify social employees?
§ Best ways to initially engage with them?
§ Approach them with a clear strategy
§ Start small and grow the asks over time
They’re Sitting Right Next to You
Lori Grey
Senior Manager, Brand & Eminence
at Deloitte
We know our employees are already talking about us
on social. We want to empower them to say more,
but also put controls in place to protect our brand.

6. Sponsored by
SOCIAL EMPLOYEES
YOUR SECRET PR WEAPON #DySiPR
§ Keep advocacy 100% opt-in, always.
§ Communication and transparency are key
§ Different networks for different purposes
§ Encourage employees to use their own voice
The Line Between Personal and Professional

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SOCIAL EMPLOYEES
YOUR SECRET PR WEAPON #DySiPR
§ A clear social media policy is key
§ Provide training & best practices
§ Outline the goals of the program
§ Ask for input and feedback from employees
Start with the Basics

8. Sponsored by
SOCIAL EMPLOYEES
YOUR SECRET PR WEAPON #DySiPR
A Plan to Get Started
Discovery
Planning
Implement
Launch &
Evangelism
Ongoing
Engagement
Growth
§ Understand your brand and implement a program that has similar values
§ Enable the launch, growth, and scale by planning for the future

9. Sponsored by
SOCIAL EMPLOYEES
YOUR SECRET PR WEAPON #DySiPR
§ Plan for the long term up front to avoid being stalled later
§ Choose a tech partner that supports your goals:
ü Ability to scale across geographies
ü Key business integrations
Scalability is Key
Tiffany Tuell
Senior Director Corp Comms
Hitachi Data Systems
Dynamic Signal has enabled us to amplify and scale our ambassador program.
For Employee Advocacy to succeed, employees need to have the confidence to
know what they need to say, when they need to say it, and where.
ü Language support and translation
ü Supports multiple divisions & business units

10. Sponsored by
SOCIAL EMPLOYEES
YOUR SECRET PR WEAPON #DySiPR
§ Without employee participation and enthusiasm it will fail
§ Recognize and reward early adopters and active members
§ Encourage content creation to get employees even more involved
It’s a Partnership
Joey Mooring
Director, Public Relations
GameStop
Our employees are the heart and voice of GameStop. We partnered with
Dynamic Signal because they provided a way for our employees to broadcast
news and events on the GameStop brand in their own, unique voice.

11. Sponsored by
SOCIAL EMPLOYEES
YOUR SECRET PR WEAPON #DySiPR
100+ Employee Advocates
8,100 Social Shares
4.7M Impressions
24K Clicks
4,750 Reactions
6 Month Results To Date
How Pitney Bowes Has Done It

12. SOCIAL EMPLOYEES
YOUR SECRET PR WEAPON #DySiPR
Tool for Employees

13. SOCIAL EMPLOYEES
YOUR SECRET PR WEAPON #DySiPR
ü Personalized
ü Automated
ü Targeted
ü Member management
ü Advanced scheduling
ü Insights & analytics
Technology for Marketers

14. Thanks for Joining Us!
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