Founded in 1999, Salesforce pioneered the revolutionary idea of replacing traditional desktop CRM software with CRM in the cloud, making it accessible anytime from anywhere. Today, Salesforce’s innovative cloud platform is the world’s #1 CRM solution. With thousands of employees around the globe, Salesforce needed to find ways to connect with and empower their workforce to broadcast important company news. Salesforce employees were already active on social media; they just needed the right content, and a safe and easy way to share it. With what started as an event promotion strategy for Dreamforce - Salesforce’s annual conference - has now expanded to a company wide ambassador program with more than 7,000 members, accounting for nearly 700M impressions and over 750K shares. International offices are also creating unique, localized content that is relevant to their regions, further connecting micro-communities of Salesforce’s workforce. Tiffany Hsu, Manager of Social Media Marketing at Salesforce discusses topics such as: • What you need to know to launch and scale an employee advocacy program • What content resonates most with employees • How to ensure relevancy for global teams • How to expand your employee advocacy program across multiple marketing channels

2. #DySiWebinar @gisanders@hsutiffany
Why Company Communications and
Employee Advocacy Matter Now More Than Ever

3. #DySiWebinar @gisanders@hsutiffany
The Problem Facing Today’s Global Enterprises
Technology has changed the way we
communicate, internally and externally
When companies communicate with employees in a way that
mirrors how we all interact in our everyday lives, employees
will do the same when they engage with customers.
MOBILE SOCIAL LOCAL VIDEO

4. #DySiWebinar @gisanders@hsutiffany
Why Companies Must Evolve
Companies that transform the way they communicate will
have more connected and informed employees.
Those that fail to adapt to a modern method of communications face a
disconnected workforce, struggling to engage consumers. This costs the
company time and money.
74% of employees feel that they're missing out
on company information and news. (Gallup)

5. #DySiWebinar @gisanders@hsutiffany
Where does employee advocacy
fit in within Salesforce?

6. #DySiWebinar @gisanders@hsutiffany
How Employee Advocacy Fits within Salesforce
SOCIAL AMBASSADORS
Employee Advocacy Program
Comms Marketing
Social
PR Lines of Business

7. #DySiWebinar @gisanders@hsutiffany
How has the Salesforce Social Ambassador
program evolved since its launch?

8. #DySiWebinar @gisanders@hsutiffany
The Evolution of Salesforce’s Employee Advocacy Program
Constantly learning and evolving program to engage more employees
Expanded to awareness and empowerment through social
Opportunities identified to grow program
Program Pilot Launched for Dreamforce

9. #DySiWebinar @gisanders@hsutiffany
Results to Date
1.4M+
Clicks
730M+
Social Impressions
8K+
Ambassadors Enrolled
700K+
Social Shares

10. #DySiWebinar @gisanders@hsutiffany
What training do you provide employees?

11. #DySiWebinar @gisanders@hsutiffany
Empowering Employees to Leverage Social Media
Policy Encouragement Guidelines Tips Community

12. #DySiWebinar @gisanders@hsutiffany
How does the program fit within your
overall content strategy?

13. #DySiWebinar @gisanders@hsutiffany
The Link Between Ambassadors and Content Strategy
Extension of our social media strategy
Fueled by our Content marketing team
Provide resources/tips in addition to branded content
Includes PR content and company news
Consistent flow of content extremely important

14. #DySiWebinar @gisanders@hsutiffany
What types of content resonates with
Salesforce employees?

15. #DySiWebinar @gisanders@hsutiffany
Engaging Content (News and Tips)

16. #DySiWebinar @gisanders@hsutiffany
Engaging Content (Culture and Product)

17. #DySiWebinar @gisanders@hsutiffany
How has technology helped Salesforce
scale employee advocacy?

18. #DySiWebinar @gisanders@hsutiffany
Scaling a Successful Employee Advocacy Program
Manage
Content
Communicate
With
Employees
Track &
Measure
Everything
Content
Discovery &
Sharing
Internal
Education
& Learning
Build
Community
SOCIAL AMBASSADORS
Employee Advocacy program
Powered By

19. #DySiWebinar @gisanders@hsutiffany
What advice would you give to someone planning
to launch an employee advocacy program?

20. #DySiWebinar @gisanders@hsutiffany
Foster a Culture of Employee Empowerment & Sharing
Establish a goal from the start
Be willing to adapt and change over time
Never stop listening to your employees
Always provide value to your employees
Collaborate with employees to improve and adjust

21. #DySiWebinar @gisanders@hsutiffany
Learn more at dynamicsignal.com
Explore other webinars on demand, ebooks and videos
THANKS!