In today’s world, simply posting on social channels is no longer enough. Brands need to find innovative ways to reach new customers and increase awareness. Leading brands like AT&T are realizing the value in powering employees to create and share authentic brand stories across social networks. By powering employees, brands can increase social activity and engagement, improve share of voice, and drive more web traffic. In fact, brands who are powering employees to be thought leaders and influential in social channels outperform their competitors by 20%. During this webinar Lee Diaz, Senior Manager, Emerging Communications at AT&T will share proven best practices from AT&T's award-winning employee advocate program. Listen to this webinar to learn: -Steps to launching an employee advocate program -How to transform employees into brand advocates -How to motivate employees to create and share on behalf of your brand

1. The Social Employee: Transform Your
Employees into Brand Advocates
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3. Thanks to our sponsor

4. Our Speakers
Lee Diaz is the lead internal consultant on social business at AT&T and responsible for the development and
launch of new collaborative strategies and tools. In this role, he promotes best practices across the business,
creates plans and goals for social business use and adoption, and innovates additional features and
functionality to drive continued growth in usage of internal platforms. In addition, Diaz serves as a lead in the
company-wide effort to educate employees on social media, and is the liaison to legal, compliance and AT&T
University. Additionally, Diaz serves on the company’s Social Media Council and the Social Media Escalation
team. @LeeDiaz24
Michael Brito is a Group Director at WCG, a W2O Group company. He is responsible for helping clients
transform their brands into media companies by implementing social business strategic initiatives that
operationalizes content strategy, scales community management and integrates paid, earned and owned
media initiatives. Prior to WCG, Michael worked as a Senior Vice President of Edelman Digital and also for
large, very influential brands in Silicon Valley like Hewlett Packard, Yahoo and Intel where he was
responsible for consumer social media marketing and community building. Michael’s book, Your Brand: The
Next Media Company, was released in October 2013. @Britopian
Gregory Shove is the founder and CEO of SocialChorus, the leading advocate marketing company. Greg has
helped brands and consumers connect online since the early days of the Internet. 2Market, a Silicon Valley
start-up that he co-founded, pioneered the development of interactive shopping before being acquired by
AOL in 1995. In the past, he has worked at Sun Microsystems, Apple Computer and AOL. He likes to play
soccer, collect photos and cook. @GregShove
Robin Carey founded Social Media Today LLC, a media company which brings together many of the world’s
best thinkers about business and policy topics, in 2007. Prior to that, she ran her own media consulting
company for 16 years, and worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis. She leads a team
that curates web-based content about social media and other topics, speaks frequently about social media
and business. @robincarey
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5. How do you scale
social?

6. 1 in 4 Americans is a brand
advocate
Employees
80M
potential
advocates
Customers

7. Why employee advocates?
Trusted
2X
An everyday employee is two times more
trusted than a Chief Executive.
— Edelman Trust Barometer 2013
New audience
92
%
of employees’ Twitter followers are new to
the brand
— DELL study 2012
More likely to buy
77
%
of consumers are more likely to buy a
product when they hear about it from
someone they trust — Nielsen 2013

8. What employees do for your brand
Consume
Read, watch & experience content
Share
Push content into their social
feeds
Create
Develop original content that
authentically reflects their experiences

9. How do employees
become effective
advocates?

10. Train, Empower, Track
How to approach employees with different experience
and comfort levels?
•
Train
•
•
•
•
Empower
•
•
•
•
Fit into current social media training strategy
Determine which audiences are a priority
Add employee advocate specific training
Create leadership-specific training &
engagement opportunities
Provide access to tips and tools
Ask employees for input
Track
•
•
•
# of active advocates
# of shares
Reach (brand content vs. employee content)

11. Scale & measure with software
1,500 Employee
Advocates
Advocate Experience™
Admin Experience

12. How do you motivate
& thank employee
advocates?

13. Recognizing & thanking advocates
Award badges based on
activity or expertise
•
•
New Members
Posting through the
Advocate Experience
Highlight top advocates
•
Advocate of the Week
Provide branded apparel
•
T-shirts, tablet bags, etc.
Invite to special events or
guest speakers
•
"In Tha Know”

14. How do measure the
impact of employee
advocates?

15. Results
Employee advocates
1,533
Followers per advocate
231
Advocate activities
20K
Audience engagements
410K
Program AMV to date
$1MM

16. External Brand Challenges
There is a content and media surplus.
Consumers have an attention deficit. Their lives are
unpredictable and they consume content differently every day.
They have tunnel vision.
All consumers are influential and influence their peers
through the purchase funnel.
Despite these external market conditions, marketers still
have business objectives (revenue, market share, customer
acquisition)
Tweet me and I’ll tweet you back: @Britopian
16

17. Internal Brand Challenges
78%
of marketers say that their
biggest challenge with
content is "creating original
content" and that they
don't have enough time to
do it
44%
of marketers do not
have a documented
content strategy.
Tweet me and I’ll tweet you back: @Britopian
17

18. Content Strategy Framework
Analytics Drives Storytelling Principles
Social
Narrative
Development
Build a editorial
framework that
delivers true brand
storytelling
Content
Operations
Stakeholder
Storytelling
Optimize a content
supply chain that
facilitates workflows for
content creation,
approval & distribution
Mobilizing internal and
external stakeholders
(employees and
customers) to help tell
the brand story
Tweet me and I’ll tweet you back: @Britopian
Creation,
Distribution &
Integration
Content
Performance
Content marketing
initiatives, integrated
paid, earned and
owned media initiatives
Real-time content
performance analytics
that deliver insights to
stakeholders
18

19. Thank You
@SocialChorus
socialchorus.com
socialchorus.com/resources
@gregshove
greg@socialchorus.com

20. Upcoming Webinars
March 4th
Too Many Platforms: The Next Wave of Social Management Integration
http://socialmediatoday.com/too-many-platforms-webinar
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