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7 Ingredients for Employee Social Media Advocacy

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Jay Baer
Jay Baer

Your employees are your best social media advocates. Or at least they should be. In this useful presentation, Jay Baer of Convince and Convert provides the 7 key ingredients needed to develop, launch and sustain a thriving social media advocacy program in your company. For more on social media advocacy, visit http://www.convinceandconvert.com or http://www.addvocate.com

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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
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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