Featured WebinarDate: 13th July 2016 3:00 PM – 4:00 PM IST

Dr. Venkatesh RamanHead of Product Marketing, SOCXO

OUR SPEAKER

He is a competent technology marketing professional with hands-on experience in human capital management (HCM), marketing communication, community engagement, social media, content and product marketing across IT, Automotive & Pharmaceutical verticals. He is extremely passionate and knowledgeable about emerging technologies in Marketing and HR. An experienced advocacy marketer and avid blogger on emerging technologies in HR and Marketing domain.

TABLE OF CONTENTS

1. What is employee advocacy?2. Why employee advocacy a Big opportunity now?

3. Employee Advocacy path to success 4. Illustration of employee advocacy5. Benefits

7. Gamification8. Q&A

6. Metrics

WHAT IS EMPLOYEE ADVOCACY?

Enabling and empowering employees to:

Trust is essential for business, and clients are far more likely to trust the word of employees than statements made by CEOs.

Share their brand marketing messages across social channelsSpread a positive word of mouth recommendation about your brand onlineTransform into trusted brand advocates

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WHY EMPLOYEE ADVOCACY A BIG

OPPORTUNITY NOW?

The five trends shaping the future of workThe world of work is changing rapidly today due to proliferation of digital technologies

THE MILLENNIAL WORKFORCENew attitudes, expectations and ways of working

TECHNOLOGIESShift to the cloudCollaborative technologiesBig dataThe internet of things

GLOBALIZATIONNo boundaries

MOBILITYWork anytime, anywhere and on any device

NEW BEHAVIORSShaped by social media and the web

1

42

5

3

Source: ©Jacob Morgan (thefutureorganization.com) & the FOW Community

1%saw increased brand visibility

65%saw improved brand recognition

7%had better brand loyalty

Source: Hinge Research Institute and Social Media Today

88% use at least one social media site for personal use

39 % have shared

praise or positive

comments

online about their

employer 

50% post messages, pictures or videos in social media about their employer from time to time33% post messages, pictures or videos about employer in social media often or from time to time without any encouragement from their employer

14% have posted

something about

employer in social media that

they wish they hadn’t

Source: Weber Shandwick

16% have shared criticism or negative comments online about employer

Customers referred by  advocates have a 37% higher retention rate(Source: Deloitte)84% of consumers’ value

recommendations from friends

and family above all forms of

advertising – and additionally,

77% of consumers are likely to

make a purchase after hearing

about it from someone they

trust.(Source: Nielsen Research)

More than 65% of

candidates tend to

consider an opportunity

for a new job role if they

happened to come

across such information

from existing employees

on social media

channels (Source: Monster) An employee advocate is 2x more trusted than a CEO

(Source: Edelman Trust Barometer 2014)

Employees of socially engaged companies are..

more likely to align social

media engagement to

more sales leads

more likely to stay at their

company

more likely to feel optimistic

about their company’s

future

more likely to believe their company is

more competitive

57% 20% 40% 27%

Source: Altimeter & LinkedIn Relationship Economics 2014

No surprise!!!

New generation of employees feels more empowered

Rise of multigenerational workforce World of work is changing

Social media is the force behind this opportunity

Humanizing your

brand.

We trust people more than brands.

Engaged and happy

employees can be

your biggest

brand advocates.

An employee

advocacy platform

can generate tons

of positive recommendation

for your brand via

social media.

ENGAGED EMPLOYEES ARE YOUR SECRET DIGITAL PR WEAPON

EMPLOYEES BECOME BRAND ADVOCATES

EMPLOYEE ADVOCACY PATH TO SUCCESS

CURATION

APPROVAL

EMPLOYEES

CUSTOMERS

PARTNERS

Curate Share & Amplify

Drive Thought Leadership

Measure &

Reward

BRAND CONTENT

ILLUSTRATION OF EMPLOYEE ADVOCACY

BENEFITS

Benefits advocates receive from employee advocacyExpanded professional networkKeep up with industry trendsAttract and develop new businessOpportunities for professional partnershipDevelop skills in high demandMore opportunities for referralsDifferentiation from peersRecognized as a thought leaderAccess to more job opportunitiesGenerate new revenue streamsDiscover new career paths

87.2%76%

50.4%48.6

%47.2%45.7%45.7

%44%37.8%26.4

%25.7%Source: Hinge Research Institute and Social Media Today

Employee advocates

Become a thought leader and industry expertBuild your online reputation

Create a digital impact

Learn to share and amplify

Grow your social influence

Digital organization

Increase company growth and profits

Build your employer branding

Improve digital share of voice

Reach targeted audience

Build real-time engagement of customers, employees and partners

Benefits firms receive from employee advocacyIncreased VisibilityIncreased brand recognitionIncreased inbound web traffic

Better search engine rankingsCustomers become advocates

Improved customer serviceDecreased marketing costsHigher conversion ratesShortens the sales cycleWe haven’t scene any benefits yet

79.1%65%

44.9%

32.4%29.7

%20%

17.1%12.6

%11.2%3.5%

Source: Hinge Research Institute and Social Media Today

Increased content downloads 24.6%

Improved brand loyalty 33.7%

Advocacy benefits entire organization (lob)

SALES

MARKETING

HUMAN RESOURCES

CORPORATE COMMUNICATION

Boosts social selling to improveclose rate

Increases brand awareness and social engagement to drive more leads

Increases employee engagementto boost productivity

Drives thought leadership to nurture company’s branding and performance

METRICS

How do you measure the success of employee

advocacy program?

Leads Generated

Website Traffic Brand

ReachContent Engagement Social

Leads

Thought leadership

Hiring Cost

Social Engagement

Employee Retention

Mentions

Clicks

Employee Engageme

nt

Social recruiting

Search engine

Rankings

Impressions

GAMIFICATION

GAMIFY YOUR ADVOCACY PROGRAMS TO INCENTIVIZE SHARING AND LONG-TERM ENGAGEMENT

COUPONS, PRIZES OR GIFT VOUCHERS AND LOT MORE

“Most people, when given the

opportunity, will advocate for their brands, when they

feel good about where they work.”

Advologues

In fact, many of the employee engagement initiatives you already have in place to help your employees “feel good about where they work” could provide fodder for employee advocacy.

Sarah GoodallFounder of Tribal Impact

Ted Rubin, Author of Returnon Relationship

“Content is the beating heart of any employee

advocacy program

Relevant, Timely and Purposeful

content”

“The age of social media has changed how

we’ve gone about recruiting talent. We don’t own employer

brand. It’s owned by the perception of an

internal and external audience.”

Carrie Corbin Employer Brand & Diversity Recruiting at American Airlines

Q&A

www.socxo.com

Reach out to SOCXO team to learn how you can achieve the real benefits of running an advocacy marketing program for your business.

advocacy@socxo.com

www.linkedin.com/company/socxotwitter.com/socxowww.youtube.com/user/SocialCXO

SOCXO Academy of Advocacy Marketing https://www.socxo.com/academy-of-advocacy-marketing/

Request a Demohttps://www.socxo.com/request-a-demo/