A presentation for the HR Summit and Expo Asia 2018, discussing employee advocacy and it's incredible business impact when done right

1. @ A n d r e a T E d w a r d s
How to
Harness
People Power
for Business
Growth
@ A n d r e a T E d w a r d s
@ T h e D i g i t a l C o n v e r s a t i o n a l i s t

2. @ A n d r e a T E d w a r d s
We are living
in the age of
distrust
@ A n d r e a T E d w a r d s

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The 4th Industrial Revolution
VUCA
Disruption
Innovation
Change Agile
Political
Crisis
Environment
Millennials
GenX
Baby
boomers
21st Century Skills
Fake news
Cyber Attacks
Information security
Privacy
Data
Data
PrivacyBlockchain
Religion
Trolls
Bots
Work Life
Balance
FOMO
Content
shock
Gig
economy
Mega Smart Cities
Aging
Population
New way of
workingClimate
Change
AI
Digital
skills
Digital
revolution
Machine
learning
Automation
Robots
Autonomous vehicles
Fundamentalism
Job
Losses
Inequality
Healthcare
Humanity in business
Corporate
Culture
Employee
Engagement
Education
People Power
Social
activism
Corruption
NationalismFear
Manipulation
Distraction
Infobesity
Trust
Distrus
t
Digital
Data
privacy
Cambridge Analytica
Cyber warfare
Ignorance
Speed Of Change
Rising
Asia

6. @ A n d r e a T E d w a r d s
The
customer
today

7. @ A n d r e a T E d w a r d s
Who do we
TRUST? Family
Friends
Bloggers
Social media connections
Colleagues
Journalists
Religious leaders
Celebrities
Brands
Politicians
1
2
3
4
5
6
7
8
9
10
Ref: affilinet survey

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Cambridge Analytica
Manipulation
Algorithms
Fears and anxieties
Trolls, bots, morons…
The
downside

12. @ A n d r e a T E d w a r d s
We laugh, cry, rage,
argue, inspire, love,
learn and give to
each other
Messy world of
humanity
It’s here to stay
Beautiful upside

13. @ A n d r e a T E d w a r d s
CEO
Government Officials
Academics
GENERAL POPULATION
Board of Directors
Technical Experts
Elite Media
The old
PYRAMID of
information

14. @ A n d r e a T E d w a r d s
Today it’s a
DIAMOND

15. @ A n d r e a T E d w a r d s
Journalists
Religious Leaders
Celebrities
Brands
Politicians

16. @ A n d r e a T E d w a r d s

17. @ A n d r e a T E d w a r d s
Earn the right
Brand trust at an all-time low?
Facebook limiting brand-reach?
Or keep disrupting customers…
How do
brands
break in?

18. @ A n d r e a T E d w a r d s
Two strategies
for success
@ A n d r e a T E d w a r d s
@ T h e D i g i t a l C o n v e r s a t i o n a l i s t

19. @ A n d r e a T E d w a r d s
First is the quality of
content we create

20. @ A n d r e a T E d w a r d s
Amazing Inspiring Useful
Impactful Worth
their time

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25. @ A n d r e a T E d w a r d s
Great content is
a good start,
but…

26. @ A n d r e a T E d w a r d s
Recruit your
employees, as
advocates

27. @ A n d r e a T E d w a r d s
A core leadership skill
will be true, authentic,
social leadership
Rich ard Bran so n , Elo n Mu sk o r Marc Ben io f f
It is how we connect to our customers
where they are
It’s how we build trust in an era when trust is sorely
lacking

28. @ A n d r e a T E d w a r d s
Tell your story
Part of your
story
BUT inspire
employees to
tell their own
story FIRST!

29. @ A n d r e a T E d w a r d s
The problem? Employee
advocacy is positioned as a
one-sided affair
To benefit the brand

30. @ A n d r e a T E d w a r d s@ A n d r e a T E d w a r d s

31. @ A n d r e a T E d w a r d s
Hate expectation
Lacks integrity
It’s insincere
Would rather do nothing
Employees
tell me

32. @ A n d r e a T E d w a r d s # A P S C 1 8
Goal
To inspire employees
to become leaders on
social media, with
integrity and a mindset
of service a core
tenant of participation.
Employees are
empowered to
represent themselves
first, brand second,
and to become brand
ambassadors and
content creators in
their own right
@ A n d r e a T E d w a r d s

33. @ A n d r e a T E d w a r d s
It must start with
inspiration
To own their voice
Tied to passion
If it’s meaningful they’ll
commit
The company benefits,
2nd

34. @ A n d r e a T E d w a r d s
The 3-Step Journey to
Social Leadership
Get Started
Empower the
employees
Drive Leads,
Grow Business
Launch
Train
Coach leaders
Inspire
Support
Motivate
Amplify work
Recognize stars
Holistic approach
Industry leadership
Flat structure, siloes down
Business results, engaged
employees

35. @ A n d r e a T E d w a r d s
20%
20%
30%
30%
Leadership
Mentorship
Foodie, lifestyle,
mindfulness
Customer
Issues
Roles HR,
marketing
@ A n d r e a T E d w a r d s
Typical breakdown of focus
across an enterprise

36. @ A n d r e a T E d w a r d s
18 benefits from a year of Employee
Advocacy
01
Significant business
wins/pipeline
02
03
04
05
06
Opened formerly closed
doors to prospects
Deeper relationships with
existing customers
Clients are learning about
brands from employees
sharing
Clients actively seeking
insights, encouraging
employees to discuss in
next blogs
New partnerships and
alliances

37. @ A n d r e a T E d w a r d s
18 benefits from a year of Employee
Advocacy
07
Growing belief in the
effectiveness of strategic
social selling
08
09
10
11
12
Bigger networks globally,
opening doors to
opportunities - company &
employees
Becoming known as thought
leaders in professional
fields and passions
Social networks more
engaged with employees who
have eminence
Speaking invitations to
industry events + invitations
to guest publish
Employees say they are more
engaged in the company

38. @ A n d r e a T E d w a r d s
18 benefits from a year of Employee
Advocacy
13
Helps employees believe
company is on the right
track as a business of the
future
14
15
16
17
18
Growing self-confidence and
belief they are in control of
their careers
Employees are learning
more by creating content
and actively seeking content
to share
Employees more confident to
grow social networks = more
access to key decision makers
Increased internal visibility,
which increases confidence
in future opps
More loyalty to the
company

39. @ A n d r e a T E d w a r d s
Only value leaders voices
Scared to unleash employees
Can’t comprehend value to
business
Want to keep it under control
Continue to do what can be
measured
Challenges I
encounter

40. @ A n d r e a T E d w a r d s
It’s time to trust
the people your
customers do
business with

41. @ A n d r e a T E d w a r d s
This
revolution
starts at the
top
You lead by
example

42. @ A n d r e a T E d w a r d s
To reach the
customer
We must earn the
right to our
customer’s time
Embrace it. Lead it.
Commit to it

43. The only secret is…

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www.andreatedwards.com
@AndreaTEdwards
AndreaTEdwards
AndreaTEdwards
Andrea Edwards
AndreaTEdwards
Andrea Edwards
The Digital Conversationalist
The Digital Conversationalist