The intentions for developing an internal advocacy program are the same for North American and European brands, but as you might expect, cultural preferences and legal requirements vary. I talked with Roope Heinilä, CEO Smarp and Sarah Goodall, Tribal Impact about the subtle (and not so subtle) differences in serving European and Asian markets.

1. EMPLOYEE
ADVOCACY &
ENGAGEMENT
THE ROUNDTABLE SERIES
HOSTED BY
KARYN COOKS | MODERN MARKETING
KARYNCOOKS.COM

2. EMPLOYEE ADVOCACY
ACROSS THE POND
FACILITATOR:
KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM
MAY 13, 2016 | FEATURED GUESTS
SARAH GOODALL
TRIBAL IMPACT
ROOPE HEINILÄ
CEO, SMARP

3. KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM
DEFINING EMPLOYEE ADVOCACY

4. KARYNCOOKS.COM
UNDERSTANDING THE BRAND YOU
WORK FOR, DISCOVERING THE
CONTENT, AND STRENGTHENING
THE RELATIONSHIP WITH THE
INDIVIDUAL AND THE BRAND.
HELPING YOUR EMPLOYEES BECOME
INFLUENCERS IN THEIR OWN
NETWORKS.
ROOPE HEINILÄ, CEO SMARP
KARYN COOKS | MODERN MARKETING

5. KARYNCOOKS.COM
HELP YOUR EMPLOYEES BE MORE
SUCCESSFUL AT WHAT THEY DO.
MAKE THE INDIVIDUAL SUCCESSFUL
AND COMPANY WILL REAP THE
BENEFITS.
ROOPE HEINILÄ, CEO SMARP
KARYN COOKS | MODERN MARKETING

6. KARYNCOOKS.COM
IT'S ABOUT PUTTING EMPLOYEES AT
THE HEART OF YOUR BUSINESS.
HELP EMPLOYEES BUILD THEIR OWN
PROFESSIONAL BRAND ONLINE,
DEVELOP THEIR OWN CONTENT, AND
BECOME INFLUENCERS IN THEIR
OWN SPHERES. HELP THEM
CONGREGATE - ON SOCIAL -
AROUND A COMMON SET OF
VALUES.
SARAH GOODALL, TRIBAL IMPACT
KARYN COOKS | MODERN MARKETING

7. KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM
ACTIVATING EMPLOYEE ADVOCACY

8. KARYNCOOKS.COM
FIRST YOU NEED TO REMOVE THE
FEAR FROM THE C-SUITE.
EMPLOYEES ARE MORE THAN
WILLING TO PARTICIPATE ON
SOCIAL, ON BEHALF OF THE BRAND.
ROOPE HEINILÄ, CEO SMARP
KARYN COOKS | MODERN MARKETING

9. KARYNCOOKS.COM
AFTER THE FEAR IS REMOVED,
TRAINING PROGRAMS HELP DEVELOP
EMPLOYEES TO HELP THEM BUILD
CONFIDENCE AND DEVELOP THEIR
PROFESSIONAL BRANDS ON SOCIAL.
IT'S NOT ABOUT "SPAMMING" THE
BRAND'S CONTENT. MOBILIZE THE
WORK FORCE AND LET PARTNER
ECOSYSTEMS BECOME SOCIAL
ADVOCATES THROUGH TRAINING THE
TRAINING JOURNEY.
SARAH GOODALL, TRIBAL IMPACT
KARYN COOKS | MODERN MARKETING

10. KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM
ALIGNING WITH BRAND GOALS

11. IT'S BEST TO APPROACH THIS
IN THE REVERSE. IF YOU FOCUS
ON THE INDIVIDUAL YOU'LL
IMPACT ALL YOUR BUSINESS
GOALS. FOR MANY IT'S A
DIFFERENT WAY TO THINK
ABOUT IT BUT SUCCESS COMES
FROM PUTTING YOUR
EMPLOYEES FIRST.
ROOPE HEINILÄ, CEO SMARP
KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM

12. INTERNAL COMMS IS
CHANGING. THE WORKFORCE
IS REMOTE AND THE
TECHNOLOGY NEEDS TO
CHANGE TO ACCOMMODATE
THE EVOLVING DIGITAL
WORKPLACE.
SARAH GOODALL, TRIBAL IMPACT
KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM

13. KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM
CONSIDERATIONS

14. BE TRANSPARENT WITH YOUR EXECUTIVE
TEAM & EMPLOYEES ABOUT WHY THE
BRAND IS INVESTING IN EMPLOYEE
ADVOCACY, OTHERWISE IT'S LIKE
"PUSHING WATER UP A HILL" TO GET THE
LEVEL OF PARTICIPATION YOU WANT TO
BUILD.
KARYNCOOKS.COMKARYN COOKS | MODERN MARKETING
SARAH GOODALL, TRIBAL IMPACT

15. IF YOU'RE LAUNCHING A NEW PROGRAM,
YOU NEED H.R., MARKETING, AND SALES
TO ALL BUY IN TO THE CONCEPT. OFTEN
TIMES H.R. HAS EARLY INTEREST AND
WHEN THE PROGRAM SCALES UP,
MARKETING WILL TAKE OVER THE REINS.
KARYNCOOKS.COMKARYN COOKS | MODERN MARKETING
ROOPE HEINILÄ, CEO SMARP

16. FIND AN AMBASSADOR TO CHAMPION THE
PROGRAM.
THE MOST SUCCESSFUL PROGRAMS HAVE
A GROUP OF INDIVIDUALS SUPPORTING
THE ENTIRE EFFORT.
KARYNCOOKS.COMKARYN COOKS | MODERN MARKETING
ROOPE HEINILÄ, CEO SMARP

17. KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM
TAKE A DEEPER DIVE INTO THE
DIFFERENCES IN U.S. & GLOBAL MARKETS
WATCH FULL DISCUSSION FOR ADDITIONAL INSIGHTS
ON KARYNCOOKS.COM

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