This Employee Advocacy deck was presented at the "13th Annual Emerging Trends in Retailing Conference" in Fayetteville. We discussed how large brands can and should enable employees to be be brand ambassadors on behalf of the company. Every organization has the opportunity to either become a Police Officer or a Talent Agent when it comes to letting coworkers represent their brand. We believe the better approach is becoming the Talent Agent and fostering a community of supporters with content they want to share -- at the same time enabling colleagues the ability to suggest content as an active participant as well. Presenter: Marcus is the former Director of Social Media at Salesforce.com. He joined Salesforce in July 2009, where he pioneered, evangelized, and transformed the company's social presence & content efforts. By 2011, he was recognized as one of the most effective social media strategists in the Enterprise. In May 2012, he left Salesforce to found Addvocate, which enables and measures employee social sharing. With Addvocate’s technology and guidance, businesses can put a face on the brand experience to drive sales, solve problems, reduce service costs, and improve brand reputation. #employeeadvocacy

1. Empowering
Employee
Addvocates
@marcusnelson #SMSSummit
@marcusnelson
#CRE2013

2. @marcusnelson
CEO/Founder of Addvocate
!
!
Former Head of Social Media at Salesforce.com
@marcusnelson
#SMSSummit
@marcusnelson
#CRE2013

3. Trust.
Loyalty.
Rapport.
@marcusnelson
#SMSSummit
@marcusnelson
#CRE2013

4. 90% trust recommendations from people they know.
70% trust consumer opinions posted online.
14% trust advertising
(2009 Nielsen)
@marcusnelson
#SMSSummit
@marcusnelson
#CRE2013

5. An everyday employee is 2x trusted vs. Chief Executive
(2013 Edelman Trust Barometer)
@marcusnelson
#SMSSummit
@marcusnelson
#CRE2013

6. Customers WANT to
talk to employees
http://trust.edelman.com/
@marcusnelson
#SMSSummit
@marcusnelson
#CRE2013

7. Employees want to talk too, but…
!
They often don’t know what to say or
don’t want to say the wrong thing.
@marcusnelson
#SMSSummit
@marcusnelson
#CRE2013

8. Engaged employees produce 2x as much work
product in the time as unengaged employees
@marcusnelson
#SMSSummit
@marcusnelson
#CRE2013

9. 40% – 80% of customer satisfaction is
affected by employee attitudes
@marcusnelson
#SMSSummit
@marcusnelson
#CRE2013

10. Employees Matter
@marcusnelson
#SMSSummit
@marcusnelson
#CRE2013

11. Be a talent agent, not a police officer
!
Find the stars inside your organization
Enable and empower the masses
@marcusnelson
#SMSSummit
@marcusnelson
#CRE2013

12. Establish Social Media Guidelines
public facing youtube video
What’s in bounds?
What’s out of bounds?
Who to escalate things to?
Every Employee is responsible for reading and adhering to the rules.
salesforce.com/socialmediapolicy
@marcusnelson
#SMSSummit
@marcusnelson
#CRE2013

13. Determine Objectives
Subscribers
# of MVPs
Share of Voice
Sentiment
Awards Won
Downloads
Video Views
# of Influencers
Engaged
Attendees
Posts &
Comments
# of Employees
Trained
Engagement
Coverage
Quality of
Engagement
Facebook
Engagement
Score
Audit Score
Share of
Conversation
@marcusnelson
#SMSSummit
@marcusnelson
#CRE2013

14. Build Proficiency Among Employees
http://en.community.dell.com/dell-blogs/direct2dell/b/direct2dell/archive/2012/04/23/dell-engaging-channel-partners-with-new-social-mediatraining-campaign.aspx
@marcusnelson
#SMSSummit
@marcusnelson
#CRE2013

15. Create Collaborative Infrastructure
@marcusnelson
#SMSSummit
@marcusnelson
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16. Identify Users
Who’s contributing on your company’s
behalf.
Score how users rank in influence, and
knowledge leadership.
Leader boards create competition.
@marcusnelson
#SMSSummit
@marcusnelson
#CRE2013

17. Amplify Messages
Browser plugin gives constant
access to Addvocate.
Suggest content for employees to
send out.
Notifications update employees
with messages, updates, key links.
Promote the most pressing
content.
@marcusnelson
#SMSSummit
@marcusnelson
#CRE2013

18. Measure Results
What content is driving clicks & shares?
Who are your top traffic drivers.
Discover multi-generational sharing of
content.
Learn more about your social customers.
@marcusnelson
#SMSSummit
@marcusnelson
#CRE2013

19. Get Your People Mobile
@marcusnelson
#SMSSummit
@marcusnelson
#CRE2013

20. Gamify Employee Participation
@marcusnelson
#SMSSummit
@marcusnelson
#CRE2013

21. Thank You
!
!
@marcusnelson
CEO/Founder of Addvocate
!
!
Former Head of Social Media at salesforce.com
@marcusnelson
#SMSSummit
@marcusnelson
#CRE2013