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Empowering Employees To Be Brand Advocates with Expion, Altimeter, H&R Block - May 8th

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1 Scaling Employee Advocacy with Social Media Jeremiah Owyang, Industry Analyst - Altimeter - @jowyang Scott Gulbransen, Director of Social Business - H&R Block - @sdgully Zena Weist, VP Strategy - Expion - @zenaweist May 8 th , 2013 #expion13
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Page 1: Empowering Employees To Be Brand Advocates with Expion, Altimeter, H&R Block - May 8th

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Scaling Employee Advocacy with Social MediaJeremiah Owyang, Industry Analyst - Altimeter - @jowyang Scott Gulbransen, Director of Social Business - H&R Block - @sdgully Zena Weist, VP Strategy - Expion - @zenaweistMay 8th, 2013 #expion13

Page 2: Empowering Employees To Be Brand Advocates with Expion, Altimeter, H&R Block - May 8th

© 2013 Altimeter Group

Scaling Employee Advocacy with Social Media2

Companies that leverage social employee advocates with a formalized program can amplify brand content and build better relationships at scale.

© 2013 Altimeter Group

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© 2013 Altimeter Group

3

Agenda1. Defining employee

advocacy2. The business case for

employee advocacy3. Informal vs. formal

advocacy4. Employee advocacy

framework5. Recommendations

and key takeaways

© 2013 Altimeter Group

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© 2013 Altimeter Group

What is Employee Advocacy? 4

An official, long-term programto empower trusted employees

to engage with customers and prospectsas representatives of the company

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© 2013 Altimeter Group

Farmer’s Insurance empowers independent agents to engage with customers and prospects directly on Facebook

5

“I’ve sold over 200 policies from my

marketing efforts on Facebook”

– James Peregrino, Independent agent

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© 2012 Altimeter Group

Employee Advocacy:The Business Case

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© 2013 Altimeter Group

Employee Advocacy: Business Case 7

1. The risk of not doing it It’s already happening, formalized or not If you don’t get in front of it, you risk losing

control2. The benefit

Your customers and prospects use social media

Customers and prospects trust employees Employee involvement nets real results

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© 2013 Altimeter Group

2,500 employee have about 13 employees publishing

7,500 employees have about 22 employees publishing

30k employees have about 83 employees publishing

75,000 employees have about 182 employees publishing

100k plus average have about 280 employees publishing

Company size and Publishing on Accounts8

On average, 1 out of 330 employees publishes on social for business purposes, far more do for personal reasons.

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© 2013 Altimeter Group

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Employees are talking about their employers – whether or not they have any guidance – on corporate and personal accounts

*

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© 2013 Altimeter Group

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Would-be advocates without education on proper disclosure can make the brand look bad, or worse

After many negative comments, Honda posted:“Eddie Okubo is a manager in Honda Product Planning. His post was removed for two reasons: 1) He did not

first state that he is a Honda employee and that his posting is his personal

-- not Honda's -- opinion. 2) He is not a spokesperson

for Honda.”

Source: AutoBlog

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© 2013 Altimeter Group

KitchenAid had to quickly backtrack after an offensive tweet by a team member

11

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© 2013 Altimeter Group

Employee Advocacy: Business Case 12

1. The risk of not doing it It’s already happening, formalized or not If you don’t get in front of it, you risk losing

control2. The benefit

Your customers and prospects use social media

Customers and prospects trust employees Employee involvement nets real results

Page 13: Empowering Employees To Be Brand Advocates with Expion, Altimeter, H&R Block - May 8th

© 2013 Altimeter Group

Social networking dominates time spent online

Source: Nielsen, 2012

13

Page 14: Empowering Employees To Be Brand Advocates with Expion, Altimeter, H&R Block - May 8th

© 2013 Altimeter Group

At the same time, trust is rising among peers and regular employees

14

Source: Edelman Trust Barometer 2012

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© 2013 Altimeter Group

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What it means:

Few companies have the resources

to reach customers in a 1:1 fashion.

Customers trust employees, and

social media enables the connection.

Companies that leverage

customers and employees for

advocacy benefit from greater

Trust and Scale.

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© 2013 Altimeter Group

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Real results:When Texas Instrument’s employees answered questions, there was a massive increase in product trials

Customers and prospects “were

requesting 6 times the number of samples across 3 times the number of product

areas.”

- Devashish Xaxena, Internet Marketing

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© 2013 Altimeter Group

Create policies and procedures

Get buy-in from stakeholders

Apply social insights to the product roadmap

Determine an organizational/governance model

Develop a listening/monitoring solution

Connect employees with social tools

Integrate social media with digital and mobile

Connecting social data to other enterprise data sources to deliver actionable insight

Scale our social programs

Develop internal education and training

Create metrics that demonstrate the value of social media

0% 10% 20% 30% 40% 50% 60%

22.0%

32.2%

34.7%

34.7%

29.7%

26.3%

24.6%

37.3%

48.3%

6.90%

13.10%

15.40%

15.40%

15.40%

23.10%

26.90%

33.10%

40.00%

43.10%

47.70%

20122010

Scale is already become a top social priority

“In 2013, what are your top three internal social media objectives?”

Source: Altimeter Group. Social Business Survey,Q4 2012.

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© 2012 Altimeter Group

Employee Advocacy:Informal vs. Formal

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© 2013 Altimeter Group

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Informal: Keith works for GE, and tweets, blogs, and posts on Facebook about GE

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© 2013 Altimeter Group

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Informal: Sandro works for Ferrero in Brazil – he has liked the brand and shares about it

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© 2013 Altimeter Group

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Formal: New Belgium Brewery has an official employee advocacy program – local “Rangers” are empowered to engage with their regional communities on Facebook

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© 2012 Altimeter Group

Employee Advocacy:A Framework

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© 2013 Altimeter Group

1. Identify internal

advocates2. Train them 3. Enable them

to share

Employee Advocacy Framework

Will all employees be empowered, or just a select number?

The what, when, where, and how of social engagement.

Will you provide them content? A platform to manage sharing?

Page 24: Empowering Employees To Be Brand Advocates with Expion, Altimeter, H&R Block - May 8th

© 2013 Altimeter Group

1. Identify internal

advocates2. Train them 3. Enable them

to share

Employee Advocacy Framework

Will all employees be empowered, or just a select number?

The what, when, where, and how of social engagement

Will you provide them content? A platform to manage sharing?

Page 25: Empowering Employees To Be Brand Advocates with Expion, Altimeter, H&R Block - May 8th

© 2013 Altimeter Group

Home Depot has selected and trained 30 “social media store associates” to engage directly with customers on multiple social platforms

25

More than 2,000 forum topics have been posted by Home Depot’s 30 “social media stores associates” and

community members, 6,000 responses given, and

hundreds of videos viewed in more than 30 countries.

1. Identify 2. Train 3. Enable

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© 2013 Altimeter Group

1. Identify internal

advocates2. Train them 3. Enable them

to share

Employee Advocacy Framework

Will all employees be empowered, or just a select number?

The what, when, where, and how of social engagement

Will you provide them content? A platform to manage sharing?

Page 27: Empowering Employees To Be Brand Advocates with Expion, Altimeter, H&R Block - May 8th

© 2013 Altimeter Group

Intel empowers employees with “Digital IQ” program, and has certified more than 1,000

27

Source: “Social Media Strategy Secret Sauce: How Intel Makes Data-driven Decisions,”Allen Stephens, Keith Molesworth, and Tiffany Peery, March 21, 2011

Intel was one of the first companies to publish Social

Media Guidelines and provide employee certification.

1. Identify 2. Train 3. Enable

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© 2013 Altimeter Group

More than 10,000 of Dell’s employees have been trained and certified to be “brand ambassadors”

281. Identify 2. Train 3. Enable

Page 29: Empowering Employees To Be Brand Advocates with Expion, Altimeter, H&R Block - May 8th

© 2013 Altimeter Group

1. Identify internal

advocates2. Train them 3. Enable them

to share

Employee Advocacy Framework

Will all employees be empowered, or just a select number?

The what, when, where, and how of social engagement

Will you provide them content? A platform to manage sharing?

Page 30: Empowering Employees To Be Brand Advocates with Expion, Altimeter, H&R Block - May 8th

© 2013 Altimeter Group

Formal: H&R Block is connecting clients and seasonal Tax Pro’s with an employee advocacy program.

30

H&R Block operates over 10,000 retail offices in the

the United States and 1,700 retail offices abroad and employs 90,000 Tax

Professionals worldwide.

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© 2012 Altimeter Group

Employee Advocacy:Recommendations & key takeaways

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© 2013 Altimeter Group

1. A successful result is a low-cost, yet highly-trusted form of marketing

2. Identify, Train, then Enable employee advocates3. Co-creation is the fuel of advocacy, help

employees feel ownership and empowerment4. When done correctly, this fuels the top of the

marketing funnel and promotes customer advocacy

5. Incorporate performance management, including elements of gamification

6. Make it circular: employees can teach each other and share what works

Employee Advocacy: Key Takeaways32

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© 2013 Altimeter Group

Jeremiah [email protected]/blogTwitter: jowyang

THANK YOU

Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.

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© 2013 Altimeter Group

H&R Block Case Study

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© 2013 Altimeter Group

H&R Block Case Study

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© 2013 Altimeter Group

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• Content Marketing• Gaming Mechanics

Page 37: Empowering Employees To Be Brand Advocates with Expion, Altimeter, H&R Block - May 8th

Expion Social Advocator

• Browser Plugin (Mobile Coming Soon)

• Always on when web browsing• User can discover new content

daily• Provide Personalized Content by

Department

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Identifying Top Advocates

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Identifying Best Performing Content

Page 40: Empowering Employees To Be Brand Advocates with Expion, Altimeter, H&R Block - May 8th

Jeremiah [email protected]/blogTwitter: @jowyang

THANK YOU

Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.

Scott [email protected]: @sdgully

Zena [email protected]: @zenaweist

[email protected]#expion13

slideshare.net/expion Expion Platform Video: expion.com/news


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