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7 Ingredients for
Employee
Social Advocacy
ConvinceAndConvert.com
YOU NEED CULTURE
ConvinceAndConvert.com
Advocacy is born from
culture, not technology
or marketing
ConvinceAndConvert.com
Only corporate cultures
rooted in trust can do
employee advocacy well
ConvinceAndConvert.com
If your employees aren’t
your biggest advocates,
you have a problem
much bigger than
social media
ConvinceAndConvert.com
In 2012, 40 of the top
companies to work for
were also among the
top companies in
social media
FORTUNE, Dachis Group data
ConvinceAndConvert.com
YOU NEED
GUIDELINES
ConvinceAndConvert.com
Guidelines encourage
participation, they don’t
squelch it
ConvinceAndConvert.com
IBM’s Crowdsourced Guidelines
Know the business conduct guidelines
You are personally responsible for what you publish
Identify yourself by name and role
Disclaim if it’s your personal opinion
Respect copyrights
Don’t misuse the logo
ConvinceAndConvert.com
IBM’s Crowdsourced Guidelines
Don’t disclose proprietary information
Don’t cite clients and partners without permission
Respect your audience
Be aware of your association with IBM
Respect others’ opinions
Add value
ConvinceAndConvert.com
YOU NEED OPTIONS
ConvinceAndConvert.com
Social advocacy doesn’t
work at bayonet point
ConvinceAndConvert.com
Give employees a choice
of social advocacy roles
ConvinceAndConvert.com
IBM’s Social Advocacy Roles
Creator
Distributor
Solicitor
Responder
Listener
Conversationalist
Nurturer
Promoter
ConvinceAndConvert.com
YOU NEED A
PLATFORM
ConvinceAndConvert.com
Bi-directional content
sharing is key to
advocate participation
ConvinceAndConvert.com
Addvocate.com
Employee Advocacy Platforms
Addvocate
Dynamic Signal
SocialChorus
GaggleAmp
Expion
ConvinceAndConvert.com
YOU NEED METRICS
ConvinceAndConvert.com
Create a measurement
narrative for advocacy
BEFORE you begin
ConvinceAndConvert.com
Potential Metrics
Share of voice
Social connections (for company accounts)
Reach
Traffic
Lead gen
Sales
ConvinceAndConvert.com
7 Ingredients for Employee Social Media Advocacy
YOU NEED
CHAMPIONS
ConvinceAndConvert.com
Advocacy should be
rolled out in waves, to
enable peers to
convince fence-sitters
ConvinceAndConvert.com
YOU NEED COACHES
ConvinceAndConvert.com
To remove doubts and
boost participation,
on-the-fly advice and
counsel must be
available for advocates
ConvinceAndConvert.com
Coaches Matter
Success when going it alone = 9%
Success when paired with a coach = 75%
ConvinceAndConvert.com
Jay Baer
President, Convince & Convert
ConvinceAndConvert.com
@JayBaer
We can help you craft an advocacy program,
identify internal champions, train employees
and rollout your program. Ask us.
ConvinceAndConvert.com

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