7 Ingredients for Employee Social Media Advocacy

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33 likes•215,016 views

Your employees are your best social media advocates. Or at least they should be. In this useful presentation, Jay Baer of Convince and Convert provides the 7 key ingredients needed to develop, launch and sustain a thriving social media advocacy program in your company. For more on social media advocacy, visit http://www.convinceandconvert.com or http://www.addvocate.com

Business Career

7 Ingredients for
Employee
Social Advocacy
ConvinceAndConvert.com

Advocacy is born from
culture, not technology
or marketing
ConvinceAndConvert.com

Only corporate cultures
rooted in trust can do
employee advocacy well
ConvinceAndConvert.com

If your employees aren’t
your biggest advocates,
you have a problem
much bigger than
social media
ConvinceAndConvert.com

In 2012, 40 of the top
companies to work for
were also among the
top companies in
social media
FORTUNE, Dachis Group data
ConvinceAndConvert.com

YOU NEED
GUIDELINES
ConvinceAndConvert.com

Guidelines encourage
participation, they don’t
squelch it
ConvinceAndConvert.com

IBM’s Crowdsourced Guidelines
Don’t disclose proprietary information
Don’t cite clients and partners without permission
Respect your audience
Be aware of your association with IBM
Respect others’ opinions
Add value
ConvinceAndConvert.com

Social advocacy doesn’t
work at bayonet point
ConvinceAndConvert.com

Give employees a choice
of social advocacy roles
ConvinceAndConvert.com

IBM’s Social Advocacy Roles
Creator
Distributor
Solicitor
Responder
Listener
Conversationalist
Nurturer
Promoter
ConvinceAndConvert.com

YOU NEED A
PLATFORM
ConvinceAndConvert.com

Bi-directional content
sharing is key to
advocate participation
ConvinceAndConvert.com

Employee Advocacy Platforms
Addvocate
Dynamic Signal
SocialChorus
GaggleAmp
Expion
ConvinceAndConvert.com

Create a measurement
narrative for advocacy
BEFORE you begin
ConvinceAndConvert.com

Potential Metrics
Share of voice
Social connections (for company accounts)
Reach
Trafﬁc
Lead gen
Sales
ConvinceAndConvert.com

YOU NEED
CHAMPIONS
ConvinceAndConvert.com

Advocacy should be
rolled out in waves, to
enable peers to
convince fence-sitters
ConvinceAndConvert.com

To remove doubts and
boost participation,
on-the-fly advice and
counsel must be
available for advocates
ConvinceAndConvert.com

Coaches Matter
Success when going it alone = 9%
Success when paired with a coach = 75%
ConvinceAndConvert.com

Jay Baer
President, Convince & Convert
ConvinceAndConvert.com
@JayBaer

We can help you craft an advocacy program,
identify internal champions, train employees
and rollout your program. Ask us.
ConvinceAndConvert.com

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7 Ingredients for Employee Social Media Advocacy

1. 7 Ingredients for Employee Social Advocacy ConvinceAndConvert.com

2. YOU NEED CULTURE ConvinceAndConvert.com

3. Advocacy is born from culture, not technology or marketing ConvinceAndConvert.com

4. Only corporate cultures rooted in trust can do employee advocacy well ConvinceAndConvert.com

5. If your employees aren’t your biggest advocates, you have a problem much bigger than social media ConvinceAndConvert.com

6. In 2012, 40 of the top companies to work for were also among the top companies in social media FORTUNE, Dachis Group data ConvinceAndConvert.com

7. YOU NEED GUIDELINES ConvinceAndConvert.com

8. Guidelines encourage participation, they don’t squelch it ConvinceAndConvert.com

9. IBM’s Crowdsourced Guidelines Know the business conduct guidelines You are personally responsible for what you publish Identify yourself by name and role Disclaim if it’s your personal opinion Respect copyrights Don’t misuse the logo ConvinceAndConvert.com

10. IBM’s Crowdsourced Guidelines Don’t disclose proprietary information Don’t cite clients and partners without permission Respect your audience Be aware of your association with IBM Respect others’ opinions Add value ConvinceAndConvert.com

11. YOU NEED OPTIONS ConvinceAndConvert.com

12. Social advocacy doesn’t work at bayonet point ConvinceAndConvert.com

13. Give employees a choice of social advocacy roles ConvinceAndConvert.com

14. IBM’s Social Advocacy Roles Creator Distributor Solicitor Responder Listener Conversationalist Nurturer Promoter ConvinceAndConvert.com

15. YOU NEED A PLATFORM ConvinceAndConvert.com

16. Bi-directional content sharing is key to advocate participation ConvinceAndConvert.com

17. Addvocate.com

18. Employee Advocacy Platforms Addvocate Dynamic Signal SocialChorus GaggleAmp Expion ConvinceAndConvert.com

19. YOU NEED METRICS ConvinceAndConvert.com

20. Create a measurement narrative for advocacy BEFORE you begin ConvinceAndConvert.com

21. Potential Metrics Share of voice Social connections (for company accounts) Reach Trafﬁc Lead gen Sales ConvinceAndConvert.com

22.

23. YOU NEED CHAMPIONS ConvinceAndConvert.com

24. Advocacy should be rolled out in waves, to enable peers to convince fence-sitters ConvinceAndConvert.com

25. YOU NEED COACHES ConvinceAndConvert.com

26. To remove doubts and boost participation, on-the-fly advice and counsel must be available for advocates ConvinceAndConvert.com

27. Coaches Matter Success when going it alone = 9% Success when paired with a coach = 75% ConvinceAndConvert.com

28. Jay Baer President, Convince & Convert ConvinceAndConvert.com @JayBaer

29. We can help you craft an advocacy program, identify internal champions, train employees and rollout your program. Ask us. ConvinceAndConvert.com

7 Ingredients for Employee Social Media Advocacy

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