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Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce

How should employees be part of my marketing mix? Can I extend the reach of my brand’s messages through employees in social media? Can I drive increased engagement of employees at work? Does the shift of social media from organic messaging to paid advertising concern you? Will there be a time when my employees will carry my messages further than our brand's social pages? If so, this research report is for you.

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[WEBINAR] Social Employee Advocacy:
Tapping into the power of an engaged social workforce
Ed Terpening
Industry Analyst, Altimeter
@EdTerpening
Aubrey Littleton
Researcher, Altimeter
@AubreyLittleton
2
“I bristle at the notion that employee advocacy
is a new thing. In many ways, it’s something
we’ve been trying to do for a long time, and only
recently have the stars aligned between culture,
technology, and product to be able to roll it out at
scale.”
Matt Switzer, Hootsuite
3
“When we first launched our [employee
advocacy] pilot, I found an old essay that the
President of General Mills had written in the
1940s that said: ‘PR is everybody’s job.’
That’s especially true today; we all have a role
to play in promoting the company and this is
just the 2015 version of that.”
Kevin Hunt, General Mills
Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce
5
Key Findings
6
1. Planning and adoption of employee
advocacy is quickly growing

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Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce

  • 1. Proprietary and confidential. Do not distribute. [WEBINAR] Social Employee Advocacy: Tapping into the power of an engaged social workforce Ed Terpening Industry Analyst, Altimeter @EdTerpening Aubrey Littleton Researcher, Altimeter @AubreyLittleton
  • 2. 2 “I bristle at the notion that employee advocacy is a new thing. In many ways, it’s something we’ve been trying to do for a long time, and only recently have the stars aligned between culture, technology, and product to be able to roll it out at scale.” Matt Switzer, Hootsuite
  • 3. 3 “When we first launched our [employee advocacy] pilot, I found an old essay that the President of General Mills had written in the 1940s that said: ‘PR is everybody’s job.’ That’s especially true today; we all have a role to play in promoting the company and this is just the 2015 version of that.” Kevin Hunt, General Mills
  • 6. 6 1. Planning and adoption of employee advocacy is quickly growing
  • 7. 7 2015 State of Social Business 45% of strategists indicated employee advocacy was a top priority – a 191% increase in interest over 2013. Source: “The 2015 State of Social Business: Priorities Shift from Scaling to Integrating”, by Ed Terpening and Charlene Li, 2015 191%
  • 8. 8 90% of brands are pursuing employee advocacy Our latest research shows that 90% of brands are now pursuing some form of employee advocacy – a further 2x increase over 2015. Source: “Social Media Employee Advocacy: Tapping Into The Power of An Engaged Social Workforce” by Ed Terpening, 2016
  • 9. 1st Increase reach of our messages in social networks 2nd Drive increased understanding and brand health of our organization 3rd Engage employees more deeply in our company mission and their work The top business drivers for employee advocacy
  • 10. 10 2. Consumer response to employee advocacy content is encouraging Employee posted content out-performs social ads
  • 11. 11 31% of consumers say they “better understand” companies whose employees share content 47% of brands cite “increased understanding and brand health” as priority for employee advocacy Source: “Social Media Employee Advocacy: Tapping Into The Power of An Engaged Social Workforce” by Ed Terpening, 2016 Employee advocacy promotes brand health
  • 12. 12 3. Employee advocacy amounts to native advertising in social
  • 13. 13 Native Advertising in Social Media 21% of consumers report “liking” employee posts Source: “Social Media Employee Advocacy: Tapping Into The Power of An Engaged Social Workforce” by Ed Terpening, 2016 8% of consumers report “sharing” employee posts
  • 14. 14 4. But, employee posts can backfire Like anyone struggling with information overload, followers will block those that over-post or post irrelevant content.
  • 15. 15 Backlash can be significant 20% of consumers report they have blocked or un-followed a connection based on posts about work “Have you ever blocked/unfollowed/unfriended someone because of their posts about work?” Global consumer survey, Q1’16, n=2286 Source: “Social Media Employee Advocacy: Tapping Into The Power of An Engaged Social Workforce” by Ed Terpening, 2016
  • 16. 16 5. Employee advocacy drives employee engagement
  • 17. 17 How do you feel when sharing your employer’s content? “I feel more connected and enthusiastic about the company I work for.”
  • 18. 18 5. Europe lags North America in adoption
  • 19. Europeans share less, overall ∙ Greater desire for work-life separation
  • 20. Motivations & employer tool provision differ ∙ Europeans less interested in connecting work life with social networks
  • 23. 23 ✓ Set Expectations “The biggest barrier is a psychological barrier in expectation.” Glenn Gaudet, GaggleAMP ∙ Have realistic targets for adoption ∙ Begin pilots with manageable groups
  • 24. 24 ✓ Work Inside-Out ∙ Employee engagement goals lead to consumer-based outcomes. “Alignment is the key to unlock advocacy at the scale required to drive true business impact.” Nicole Alvino, SocialChorus
  • 25. 25 ✓ Engage Leaders “We have a really open culture - we are allowed to ‘try and fail’.” Sarah Mortensen, Cisco EMEA ∙ Seek executive support to: ∙ Cross silos ∙ Procure resources ∙ Motivate employees to participate ∙ Allow for initial missteps
  • 27. ✓ Understand Organic Activity ∙ Who is already sharing within your organization? ∙ What motivates these “organic advocates”? What results do they see and what motivates them?
  • 28. ✓ Mine your ESN ∙ Use an Enterprise Social Network to create and reinforce culture of sharing internally. ∙ Translate that culture externally with employee advocacy.
  • 30. 30 Departmental Alignment Team Why? ✓ Employee Comms Raise internal awareness. ✓ Human Resources Set policy. Drive engagement through ESNs. Manage the employee relationship ✓ Legal Legal compliance (e.g., FTC disclosure, NLRB, et al) Labor, privacy, and regional laws. ✓ Sales Social selling. Align engagement and advocacy strategies. ✓ IT Important operations ally. ✓ Marketing / Social Team Think strategically about employee advocacy. Define KPIs that drive brand impact.
  • 31. 31 4 Pilot: “Test and Learn”
  • 32. 32 ✓ Start Low-Tech “Our program is really quite an old one. We started it as an email, with anywhere from five to ten pre-written, legally- approved tweets for people to copy-and-paste into Twitter.” Nolan Carleton, AT&T ∙ Don’t shy away from low-tech pilots, but be aware that they won’t scale. ∙ Typically, even large brands begin employee advocacy efforts with as few as 25 - 75 employees.
  • 33. 33 ✓ Employee Training Convey… …the benefit to the employee Source: “Social Media Employee Advocacy: Tapping Into The Power of An Engaged Social Workforce” by Ed Terpening, Altimeter Group, 2016
  • 34. 34 ✓ Employee Training Convey… …the benefit to the brand Source: “Social Media Employee Advocacy: Tapping Into The Power of An Engaged Social Workforce” by Ed Terpening, Altimeter Group, 2016
  • 35. 35 ✓ Employee Training Convey… …the shared benefits Source: “Social Media Employee Advocacy: Tapping Into The Power of An Engaged Social Workforce” by Ed Terpening, Altimeter Group, 2016
  • 36. 36 ✓ Training “People are so fearful of getting out there in social media, but once they do it…it’s amazing the pivot they make. Make sure whatever materials you have about your program are fun and engaging. Don’t make your program any scarier than it needs to be.” Nolan Carleton, AT&T
  • 38. 38 ✓ Benchmarking ∙ What does good scale look like? ∙ Average employee adoption seems to run between 10- 40%
  • 39. 39 ✓ ROI ∙ Look for connections between employee engagement and consumer response ∙ Give employees proof metrics, too, to encourage participation
  • 40. 40 ✓ Retirees ∙ Some retirees may have unique social graphs with significant influence
  • 41. 41 ✓ Content ∙ Consider the content mix and tools ∙ Curate content to differing teams interests and areas of expertise
  • 43. 43 ✓ Governance ∙ Have clear policy ∙ Training / mentoring ∙ Have monitoring in place
  • 44. 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. Ed Terpening Industry Analyst ed@altimetergroup.com @edterpening Altimeter provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models. Recent, related research cited in this presentation.

Notes de l'éditeur

  1. Hello and thanks for viewing this webcast. My name is Lindsay Malone and I will serve as your moderator for this presentation. Before we dive into today’s presentation, “Social Employee Advocacy: Tapping Into the Power of An Engaged Social Workforce,” with Ed Terpening and Aubrey Littleton, I’m going to tell you a little about Altimeter, a Prophet Company. Altimeter, is a research and strategy consulting firm that helps companies understand and take advantage of digital disruption. In 2015, Prophet acquired Altimeter Group to bring forward-thinking digital research and strategy consulting together under one umbrella, and to help clients unlock the power of digital transformation. For those of you unfamiliar with Prophet, Prophet is a global brand and marketing consultancy that fuses insights, strategy, creativity and imagination to help clients grow better brands and businesses. Without further adieux, I’d like to introduce you to today’s speakers – Welcome Ed and Aubrey.
  2. Our report sought to answer some key questions.
  3. These results out-perform social ads, whose click-through rates range from 1.5-4%, depending upon the ad unit (on Facebook)
  4. Israeli—Palestinian Gaza Conflict. Nicholas John of The Hebrew University of Jerusalem found that 16.1% of Jewish-Israeli Facebook users had unfriended or unfollowed someone during the fighting due to posts about the war. Strong social connections, such as family or close friends, were less likely to defriend, while on the other hand, weak connecting ties were an important factor: 66% responded they disconnected from someone they “are not close to”, while only 2% with strong ties defriended. The Refugee Crisis in Germany. A movement in Germany is focused on defriending right-wing political parties that have taken a position against refugee settlement there.An app shares which friends have “liked” this party as grounds for unfriending. Pew Internet Research. In a Pew 2012 survey, 75% of social network users said their friends post at least some content related to politics. The survey found that 18% of social network users have blocked, unfriended, or hidden someone based on political posts.   This 18% figure is close to the 16.1% Gaza conflict numbers, which is surprising, as you’d think war is more divisive than US politics. As with the Hebrew University of Jerusalem research, weak connection ties were a strong indicator of action (defriending).
  5. #1 response
  6. #Aubrey, would like to see total numbers here rather than %, if possible
  7. Thank you to all for your time today, and thank you to Ed and Aubrey.