This document describes an employee advocacy platform called EveryoneSocial. It notes that corporate media is less trusted, social media advertising costs are rising, and employee advocacy is growing in importance. Employee advocacy is effective because employees have many social connections and 92% of people trust recommendations from people they know. The platform provides curated content for employees to share, allows companies to automate content curation, and gives visibility into employee sharing and engagement. It benefits both companies through organized sharing and visibility, and employees through appropriate content and establishing thought leadership.

1. The Employee Advocacy Platform
Kevin Stewart
kstewart@everyoneSocial.com
@kstew04

2. Who is Kevin Stewart
 I have been in Enterprise Software sales for
just over 10 years
 Focused on online marketing solutions
(specifically social) for the last 6 years.
 I am a UT local – Have 3 little girls that keep
me busy.

3. The Problem
 People have stopped believing in corporate
media (CTR’s continue to decline)
 Cost of social ads continues to climb
 Need better, more creative and authentic
ways to reach prospects
 Recognize the need to drive earn media and
yet have no way to get it.

4. FB Organic Reach VS Stock Price
Source http://www.convinceandconvert.com/

5. Why Employee Advocacy is Growing
 The average employee has 1000’s of connections,
give them en opportunity to be a brand advocate.
 84% B2B purchasers said word-of-mouth
recommendations influence their purchase decisions.
(DemandGen)
 92% of people trust earned media while only 14% trust ads.
(Nielson)
 50% of B2B buyers say social has a significant role in their
purchasing decision. (Demand Gen Report)
 60% of B2B purchasing decisions made prior to engaging. (Corp
Exec Board)

7. 84%
trust
people
they know
92%
70%
58%
50%
46 - 47%
40 - 42%
Survey Question
To what extent do
you trust the
following forms of
advertising?
92%
70%
58%
50%
47%
40%
33%
30%

8. Sales correlate with the total
number of people who advocate
for a brand -- across industries.• On average, 53% of changes in
online and offline sales can be
attributed to changes in the
number of people advocating for
a brand online
• Not the number of online
messages or posts about a brand
Monthly Change in Online Promoters v. Monthly
Change in Sales
Monthly Change in Total Online Promoters
MonthlyChangeinSales
Sources:

9. Traffic from employee-owned
social media converts at a
significantly higher rate.
Source: Susan Emerick, “IBM Select Social Eminence Program, 3Q 2012 Measurement Framework Pilot”. September 2012.
Conversion Rate by Traffic Source
IBM - 2012
> 2x Conversion Rate
ConversionRate

10. Social Media is Changing
It is no longer enough to acquire fans and follower… you have to keep them
Engaging content - key to success (branded or curated 3rd
party content)
• Gary Vaynercuk – “Jab, Jab, Jab, Right Hook”
• You have to be willing to give, give give, then ask
• “If you are only throwing right hooks, people will duck”
Must have a commitment to listening, focus content on trending topics
• Context of the content is just as important as the actual content
• Be sure to customize content based on the social network
• Think about why the consumer is on the network to begin with
Social is not B2B or B2C – Focus on H2H
• If you care about other people, they will care about you
• Don’t Spam on Social, is your content something people want to see
• Utilize the power of your employees
• Most Employees want to share but they do not know social policy

11. Tips to Creating a Successful Program
 Identify ambassadors
 Roll out in manageable chunks
 Know you will never get 100% of your employees to participate
 Set goals
 Align to company objectives and other marketing goals
 Get Leadership Buy-In & Support
 Train Your Employees
 Train on social, why it’s good for them, how to use, social policies
 Train on the EveryoneSocial tool (we’ll help)
 Content is King
 Make it interesting & educational and not only promotional
 Lots of it

12. Company Benefits
Organized curated content for employee sharing, all in one spot
Ability to automate content curation, allow employees to curate too
A Social Seller’s dream
HR recruiting
SEO value
Visibility into:
• who shares
• what content they share
• clicks, engagement & EMV more

13. Employee Benefits
Appropriate content can be sourced for them
One place for content and sharing
Share via multiple channels in one place
Build their own brand and establish thought leadership

14. The Employee Advocacy Platform
Kevin Stewart
kstewart@everyoneSocial.com
@kstew04

15. Industry Statistics
 84% BtoB purchasers said Word of Mouth recommendations influence their purchase
decisions (DemandGen)
 Companies with engaged employees outperform those without by up to 202% (Gallup)
 92% of people trust recommendations from friends and family more than all other forms of
marketing (Nielson)
 50% of BtoB buyers say Social has a significant role in their purchasing decision (2012
Demand Gen Report)
 78% of sales people who utilize social outsell their peers (Social Media and Sales Quota
Report)
 91% of buying cycles for BtoB begin online (Eloqua)
 60% of B2B purchasing decisions made prior to engaging (Corp Exec Board)
 53% of B2B buyers follow social discussions about vendors they are considering (Top Rank)