Your employees can help you reach an audience on social media that is 10x larger than what your brand is currently reaching. Many of your employees are willing, if not already sharing, your brand content. That’s why leading brands like Whole Foods Market are rolling out employee Advocate Marketing programs to power employees to voluntarily share the brand content with customers on social. Join this webinar on May 27, to hear from Natanya Anderson, Director, Social Media and Digital Marketing at Whole Foods Market, Denise Holt, CEO and Co-Founder at Social Intel and Nicole Alvino, Co-Founder and SVP of Strategy at SocialChorus to learn the 5 steps to launching an employee Advocate Marketing program. On this webinar, you’ll learn: -How Whole Foods is powering their employees to voluntarily engage with customers through authentic storytelling on digital channels -Proven best practices for launching a successful employee Advocate Marketing program -How employee advocates increase social engagement, awareness, and share of voice

1. From Employee to Advocate: MobilizeYour
Team to ShareYour Brand Content
#SMTLive

2. Thanks to Our Sponsor
socialchorus.com

3. Join the Conversation…
#SMTLive

4. #SMTLive
Our Speakers
Nicole Alvino, Co-Founder and SVP of Strategy at SocialChorus. Nicole is Head of Strategy and is responsible for
designing solutions to meet our customers’ specific marketing and business objectives. Formally, she was CEO and
Founder of Dermalounge, a consumer skin health brand and early adopter of advocate marketing. Twitter: @nalvino
Denise Holt. A leading voice in Social Media Strategy & Social Intelligence Solutions, and Host of the Social Business
Helpline Podcast. CEO and Founder of Social Intel, Inc., Denise Holt is a social business speaker, author, trainer and
strategy consultant, with comprehensive insight as an educator in the area of Brand Advocacy / Employee Advocacy
programs and internal and external corporate communications. An entrepreneur since her early twenties, Denise has
co-founded and operated businesses ranging from local service companies to global commercial importing.
@DeniseHolt1
Natanya Anderson Director, Social Media and Digital Marketing at Whole Foods Market. @NatanyaP
Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating
demand and creating buzz for leading technology, consumer products, financial services and professional services
organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media
and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley
2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition
(Wiley 2012). @PaulDunay

5. Increase trust & engagement
with employee advocates
52% consumers that trust an ‘average
employee’ (30% increase between 2009
and 2014)
2014 Edelman Trust Barometer
8X content shared by employees
receives 8x the engagement of
content on brand channels

6. Team members tell the story online
Opportunity:
Getting passionate team
members to voluntarily share
their offline stories online
Goals:
• 300 active team members
• 10K+ social actions
• $35K Advocate Marketing Value (AMV)

7. Steps to success
1. Align program goals to business objectives
2. Start with a social media policy
3. Get leadership buy-in (identify a
champion)
4. Create a content & engagement plan
5. Identify most social team members

8. 1. Align program goals to business
objectives
Increase the metrics that matter:
• Engagement
• Awareness
• Website Traffic
• Employee engagement
• Thought leadership
• Morale

9. 2. Start with a social media policy
• Mitigate risk
• FTC compliance (#WFTeamMember)
• Avoid using marketing jargon
• Make sure it’s clear that participation
is voluntary
• Provide resources & best practices

10. 3. Get leadership buy-in
• Leadership will help
drive program
awareness &
adoption
• Employees more
likely to participate
with leadership
involvement

11. 4. Create a content & engagement
plan
• Provide a variety of
content & opportunities
• Monitor & optimize
content performance
• Identify method for
ongoing
communication
(weekly email, intranet)

12. 5. Identify most social employees
& champions
• Most active team
members on social
• Identify team
members and leaders
to champion program
in their stores

15. Thanks to Our Sponsor
socialchorus.com

17. #SMTLive
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18. Upcoming Webinars
June 3rd
The Art and ROI of Listening:TurningYour Platform into a
Marketing Machine
#SMTLive