Build a social employee advocacy program, presented by Jason Spencer
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The document outlines a five-step approach to creating an employee advocacy program, which involves empowering employees to share their company's brand on personal social networks. Key steps include defining objectives, selecting a vendor, piloting the program, measuring results, and scaling it across the company. The benefits highlighted include increased brand awareness, employee engagement, and a sense of community within the organization.
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Build a social employee advocacy program, presented by Jason Spencer
- 1. SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016 Build a social employee advocacy program JASON SPENCER HUMANA
- 2. Create an Employee Advocacy Program in 5 Easy Steps Jason W. Spencer - Community Manager, Humana @JasonWSpencer | IN/JasonSpencer100
- 3. What is Employee Advocacy? Employee Advocacy can be defined as employees sharing their support for a company’s brand, product or service, on their personal social networks. The goal is to inform, educate and engage the workforce, thus keeping them in the know, and allowing them to become brand ambassadors. It is a way to extend your social media strategy with your best advocates – your employees.
- 4. In other words… “Employee Advocacy is empowering and enabling your employees to tell your story as a brand. At Humana, we have a huge potential to activate our associates to tell our story of being a health and wellness brand.” - Jason W. Spencer - @JasonWSpencer | IN/JasonSpencer100
- 5. Why Employee Advocacy? Nielsen 2013
- 8. 5 Steps for Creating a Program 1.Create a strategy and define objectives 2.Select a vendor to power the program 3.Recruit a small group to pilot the program 4.Report on what matters 5.Scale to the company
- 9. 1. Create a strategy and define objectives What are your objectives? Build the case for Advocacy • Brand Lift / Increase Brand Awareness • Drive Traffic • Engage Employees • Employee Communication Channel • Increase Sales
- 10. 1. Create a strategy and define objectives Define Benefits Company • Create greater sense of community among employees • Establish Advocacy Team • Increase Associate Engagement • Increase Organic Channel and Engagement Growth • Increase Positive Brand Sentiment • Support Company Values • Support Social ROI via • Estimated media value • Web Traffic
- 11. 1. Create a strategy and define objectives Define Benefits Employee • Be the first in the know (Insider) • Better understanding of company initiatives • Help shape the company’s brand • Increase networking opportunities • Increase personal social influence • Increase sense of belonging • Increase engagement • Increase visibility with leadership • Rewards • Points & Leaderboard
- 12. 1. Create a strategy and define objectives Define Audience - Consumers - Contractors - Employees - Vendors
- 13. 1. Create a strategy and define objectives Define Compliance - Content Managers - Content Strategy - FTC Regulations - HR/Legal/Risk Considerations
- 14. 2. Select a vendor to power the program - Look & Feel - Platform Requirements - Mobile App / Optimized Browser - Content Hub - Communication - Metrics - Supported Sharing Networks
- 15. 2. Select a vendor to power the program - Addvocate - Trapit - Dynamic Signal - Everyone Social - Gaggle Amp - People Linx - Social Chorus - Social Toaster - Sprout - Bambu
- 16. 2. Select a vendor to power the program • Edit Content • Advocate Schedule Posts • Contribute Original Content • Auto-Shared w/o user action • Additional content note • Group Content • Content Requires Link • Share Graphic Only • LinkedIn • Instagram • YouTube • Pinterest • Google+ • Reporting • Price • Engage Natively • Email • Mobile App • Branded App • Mobile Optimized • Microsite • Facebook • Twitter
- 17. 3. Recruit a small group to pilot the program ~50 employees (approx. 2 months) that have a base knowledge of the different social media platforms • Hand Select • Corporate Communications and/or Social Media Team • Influencers on Social Media • Leaders and employees that represent all business segments • Solicit names via Enterprise Social Network • Present Benefits • Survey • Report
- 18. 4. Report on what matters KPI’s • Vanity • Shares, Impressions, Clicks & Reactions, • Active Advocates • Report to understand the consumer
- 19. 5. Scale to the company Phase 2 • Allow members to recommend others to join • Extend membership past the 50 to others. • Open to all associates Phase 3 • Identify Captains - structure for scaling • Enable Content Managers • Segment Advocates into Divisions
- 20. Thank you! Jason W. Spencer - Community Manager, Humana @JasonWSpencer | IN/JasonSpencer100 Bit.ly/HumAdvCaseStudy
- 21. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016