Employees have been proven as an untapped resource that help increase reach, impact and quantifiable results for brands big and small. To capitalize on this opportunity more and more companies are adopting Employee Advocacy as a go-to strategy to propel their content, marketing programs, and social selling. Join thought leaders Ted Rubin, and Sarah Goodall, Head of Social Business (EMEA) at SAP as they discuss the best practices, strategies and tips behind activating a successful Employee Advocacy program that drives real ROI (and #ROR!).

1. How Employee Advocates Drive Real
ROI
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Our speakers
Paul Gillin is a writer, speaker and online media consultant who specializes in social media and content marketing. He is a prolific writer who has
published five books and more than 300 articles since 2007. His books include The New Influencers (2007), Secrets of Social Media
Marketing (2008), The Joy of Geocaching (2010) and Social Marketing to the Business Customer (2011) and Attack of the Customers (2013). He
also wrote the monthly New Channels column in BtoB magazine for seven years. Paul is a veteran technology journalist with more than 25 years of
editorial leadership experience. His website is gillin.com and he blogs at paulgillin.com and Newspaper Death Watch. @pgillin
Sarah Goodall is Head of Social Business, EMEA at SAP. Leading the team responsible for transitioning SAP EMEA into a socially enabled
organisation. Helping business leaders understand the advantages to be gained through employee brand advocacy and enabling employees
develop their professional brand online. All of this is centered around a solid social listening strategy that feeds the development of relevant
content that then feeds into a digital amplification engine. Using collaborative tools such as SAP JAM and Sprinklr, along with social listening with
SAP Social Media Analytics powered by Netbase and an employee advocacy tool VoiceStorm, we are working to bring together a fully networked
organisation. @SarahGoodall
Ted Rubin. A leading Social Marketing Strategist, Brand Evangelist, and Keynote Speaker, Ted started using and evangelizing the term ROR
(hashtag #RonR), Return on Relationship™ in March 2009. The book, Return on Relationship was released 1/29/13. The most followed CMO
on Twitter according to Social Media Marketing Magazine; one of the most interesting CMOs on Twitter according to Say Media, #13 on
Forbes Top 50 Social Media Power Influencers, and number #2 on the Leadtail list of Top 25 People Most Mentioned by digital marketers.
@TedRubin

5. #SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by
@TedRubin @SarahGoodall @pgillin
Why Do Employees Make the Best Advocates?
90% of consumers trust product or service
recommendations from people they know
50% of employees want to share
news and info about their company
Source: Social Media and Sales Quota
Source: Nielsen Global Online Consumer Survey

6. #SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by
@TedRubin @SarahGoodall @pgillin
Why Do Employees Make the Best Advocates?
Authenticity
Trust
Accessibility
Reach

7. #SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by
@TedRubin @SarahGoodall @pgillin
Who Owns Employee Programs?
Employee Engagement
Program Ownership
Source: Altimeter Group

8. #SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by
@TedRubin @SarahGoodall @pgillin
Defining the Use Cases within Employee Advocacy
Social Selling
HR & Company Culture
Lead Gen
Brand Awareness
Event Promotion

9. #SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by
@TedRubin @SarahGoodall @pgillin
How Employee Advocates are Driving Results
55% of B2B marketers have seen sales
increase as a direct result of content.
Source: Circle Research
User generated content is 20% more influential
on purchase decisions than other media
Source: Ipsos MediaCT

10. #SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by
@TedRubin @SarahGoodall @pgillin
How Employee Advocates are Driving Results
Content
Syndication
& Creation
Authentic
Engagement
& Reach
Employee Engagement &
Communication
Employee Retention
Recruitment Cost Savings
Impressions & Traffic
Leads & Sales
Revenue & Growth
Event Registrations

11. #SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by
@TedRubin @SarahGoodall @pgillin
How to Inspire Collaboration & Participation
Give Employees a Voice Internally
Showcase the Benefits for Them
Incorporate with Existing Programs
Ensure They Know it’s 100% Opt-In

12. #SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by
It Really Does Work
500+ employee advocates
3K+ pieces of content published
83K+ employee shares
42M+ Impressions
260K+ Clicks
£500K to £1.3M = Paid Media Cost of 260K Clicks
30% of Traffic to SAP Blog Driven by Employees

13. #SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by
@TedRubin @SarahGoodall @pgillin
Best Practices for Driving Real ROI
Establish an Enablement Program
Stress Authenticity & Personalization
Make it Easy for Employees to Participate
Recognize & Reward Your Active Employees

14. #SMTLive
Our speakers
Paul Gillin is a writer, speaker and online media consultant who specializes in social media and content marketing. He is a prolific writer who has
published five books and more than 300 articles since 2007. His books include The New Influencers (2007), Secrets of Social Media
Marketing (2008), The Joy of Geocaching (2010) and Social Marketing to the Business Customer (2011) and Attack of the Customers (2013). He
also wrote the monthly New Channels column in BtoB magazine for seven years. Paul is a veteran technology journalist with more than 25 years of
editorial leadership experience. His website is gillin.com and he blogs at paulgillin.com and Newspaper Death Watch. @pgillin
Sarah Goodall is Head of Social Business, EMEA at SAP. Leading the team responsible for transitioning SAP EMEA into a socially enabled
organisation. Helping business leaders understand the advantages to be gained through employee brand advocacy and enabling employees
develop their professional brand online. All of this is centered around a solid social listening strategy that feeds the development of relevant
content that then feeds into a digital amplification engine. Using collaborative tools such as SAP JAM and Sprinklr, along with social listening with
SAP Social Media Analytics powered by Netbase and an employee advocacy tool VoiceStorm, we are working to bring together a fully networked
organisation. @SarahGoodall
Ted Rubin. A leading Social Marketing Strategist, Brand Evangelist, and Keynote Speaker, Ted started using and evangelizing the term ROR
(hashtag #RonR), Return on Relationship™ in March 2009. The book, Return on Relationship was released 1/29/13. The most followed CMO
on Twitter according to Social Media Marketing Magazine; one of the most interesting CMOs on Twitter according to Say Media, #13 on
Forbes Top 50 Social Media Power Influencers, and number #2 on the Leadtail list of Top 25 People Most Mentioned by digital marketers.
@TedRubin

15. Technology and Customer
Success for Marketers
Easily source, curate and distribute sharable
content to employees and employee groups.
Then track, measure and reward top advocates.
Tools for Employees
Mobile and web apps that help employees
easily find & share approved content, relevant
to their personal and professional interests.
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