Get up to speed on some of the basics around Employee Advocacy, with expert commentary from my panelists Julio Viskovich (rFactr), James Nickerson (Dynamic Signal), and Aubrey Littleton (Altimeter Group.) You'll find highlights from our April 2016 discussion here.

1. EMPLOYEE
ADVOCACY &
ENGAGEMENT
THE ROUNDTABLE SERIES
HOSTED BY
KARYN COOKS | MODERN MARKETING
KARYNCOOKS.COM

2. EMPLOYEE ADVOCACY ROUNDTABLE
FACILITATOR:
KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM
APRIL 12, 2016 | FEATURED GUESTS
JAMES NICKERSON
DYNAMIC SIGNAL
AUBREY LITTLETON
ALTIMETER GROUP
JULIO VISKOVICH
RFACTR

3. KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM
DEFINING EMPLOYEE ADVOCACY

4. KARYNCOOKS.COM
IT CAN TAKE ON DIFFERENT FORMS
DEPENDING ON THE ORGANIZATION
OR INDUSTRY. AT ITS CORE IS
ENGAGING EMPLOYEES WITH
VALUABLE CONTENT THAT MAKES
THEM BETTER INFORMED AND
WILLING TO SHARE WITH THEIR
NETWORKS. IT'S ENABLING YOUR
EMPLOYEES TO AMPLIFY YOUR
MESSAGES WITH PRIDE.
AUBREY LITTLETON, ALTIMETER
KARYN COOKS | MODERN MARKETING

5. KARYNCOOKS.COM
IT'S NOT JUST ABOUT AMPLIFYING A
MESSAGE. IT'S ABOUT EMPOWERING
EMPLOYEES BY PROVIDING THEM
WITH AN OPPORTUNITY TO GROW
PERSONALLY AND PROFESSIONALLY.
IT SHOULD BE A MUTUALLY
BENEFICIAL MESSAGE FOR THE
EMPLOYEES AND THE BRAND.
THAT'S THE WAY TO GET PEOPLE
EXCITED ABOUT IT.
JULIO VISKOVICH, RFACTR
KARYN COOKS | MODERN MARKETING

6. KARYNCOOKS.COM
IT'S ABOUT GETTING THE RIGHT
INFORMATION INTO THE HANDS OF
THE RIGHT PEOPLE, IN AN
ENGAGING AND SHAREABLE WAY.
MORE AND MORE WE'RE SEEING THE
EMPLOYEE ADVOCACY TOOL USED
AS AN INTERNAL COMMS TOOL.
JAMES NICKERSON, DYNAMIC SIGNAL
KARYN COOKS | MODERN MARKETING

7. KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM
WHO OWNS THE EMPLOYEE
ADVOCACY MISSION?

8. MARKETING IS OFTEN THE
FIRST TO RAISE THEIR HAND
BECAUSE TRADITIONAL SOCIAL
TACTCS AREN'T WORKING AS
WELL ANYMORE. BUT YOU
NEED BUY IN FROM H.R. TO
HELP COMMUNICATE THE
VALUE BACK TO YOUR
EMPLOYEES ... CLARIFY WHAT'S
IN IT FOR THEM.
JULIO VISKOVICH, RFACTR
KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM

9. NO MATTER HOW YOU COME
INTO THE ORGANIZATION,
EVERYONE NEEDS TO BE
INVOLVED AT SOME POINT.
EXECUTIVE, MARKETING,
COMMS, H.R., CUSTOMER
SUCCESS. START WITH A SMALL
PILOT PROGRAM AND THEN
EXPAND.
JAMES NICKERSON, DYNAMIC SIGNAL
KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM

10. GETTING AS MUCH
INVOLVEMENT AS POSSIBLE
FROM COMMUNICATIONS, H.R,
I.T. IS IMPORTANT.
THE BRANDS THAT HAVE BEEN
MOST SUCCESSFUL HAVE BEEN
CENTERED IN A STRONG
INTERNAL COMMS PROGRAM.
AUBREY LITTLETON, ALTIMETER
KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM

11. KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM
THE DEMOGRAPHIC STORY

12. PEOPLE CURRENTLY CONTROLLING & INSTALLING
BUDGETS AREN'T DIGITAL NATIVES. 67% OF THE
GLOBAL WORKFORCE ARE DIGITAL NATIVES
UNDER 30 YEARS OLD. THEY'VE ALWAYS HAD
EMAIL AND SOCIAL MEDIA.
WE HAVE TO START LETTING EMPLOYEES TALK
TO EACH OTHER THE WAY THEY TALK TO EACH
OTHER OUTSIDE THEIR WORK LIFE.
KARYNCOOKS.COMKARYN COOKS | MODERN MARKETING
JAMES NICKERSON, DYNAMIC SIGNAL

13. IT'S A NEW CULTURE AND WE NEED A
CULTURAL SHIFT. YOU HAVE TO OFFER
YOUR EMPLOYEES AND YOUR CUSTOMERS
CONTENT AND MESSAGING IN THE WAYS
THEY WANT TO RECEIVE AND SHARE IT. IF
YOU AVOID THAT PIECE YOU'LL QUICKLY
GO THE WAY OF THE DINOSAUR.
KARYNCOOKS.COMKARYN COOKS | MODERN MARKETING
JULIO VISKOVICH, RFACTR

14. 80% OF THE ADVOCATES WE SURVEYED
SAID THEY'RE USING SOCIAL TOOLS TO
COLLABORATE AND SHARE INTERNALLY ...
BUT ... ONLY 17% SAID EMPLOYERS WERE
PROVIDING TOOLS TO FACILITATE THAT.
THAT'S A HUGE MISSED OPPORTUNITY.
KARYNCOOKS.COMKARYN COOKS | MODERN MARKETING
AUBREY LITTLETON, ALTIMETER

15. KARYN COOKS | MODERN MARKETING KARYNCOOKS.COM
CLIENT VS. EMPLOYEE PROGRAMS

16. CONSUMERS ARE LOOKING
ONLINE, AT SOCIAL, FOR
PRODUCT AND SERVICE
EXPERIENCE REVIEWS SO THE
FOCUS IS ON EXTERNAL
ADVOCATES.
FOR SOME B2B IT'S IMPORTANT
TO ACTIVATE INTERNALLY
FIRST, THEN USE THAT
MOMENTUM TO BUILD
EXTERNALLY.
KARYNCOOKS.COMKARYN COOKS | MODERN MARKETING
JULIO VISKOVICH, RFACTR

17. CONSUMERS ARE LOOKING
ONLINE, AT SOCIAL, FOR
PRODUCT AND SERVICE
EXPERIENCE REVIEWS SO THE
FOCUS IS ON EXTERNAL
ADVOCATES.
FOR SOME B2B IT'S IMPORTANT
TO ACTIVATE INTERNALLY
FIRST, THEN USE THAT
MOMENTUM TO BUILD
EXTERNALLY.
KARYNCOOKS.COMKARYN COOKS | MODERN MARKETING
JULIO VISKOVICH, RFACTR

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WATCH THE FULL DISCUSSION