In his Brands-Only Summit presentation, Humana's Jason Spencer teaches a class on building a social employee advocacy program. He covers developing, launching, and maintaining an effective program to empower employees as ambassadors in social media.

1. SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
Build a social employee
advocacy program
JASON SPENCER
HUMANA

2. Create an Employee Advocacy Program in 5 Easy Steps
Jason W. Spencer - Community Manager, Humana
@JasonWSpencer | IN/JasonSpencer100

3. What is Employee Advocacy?
Employee Advocacy can be defined as employees sharing their
support for a company’s brand, product or service, on their
personal social networks.
The goal is to inform, educate and engage the workforce, thus
keeping them in the know, and allowing them to become brand
ambassadors. It is a way to extend your social media strategy
with your best advocates – your employees.

4. In other words…
“Employee Advocacy is empowering and enabling your
employees to tell your story as a brand. At Humana, we have
a huge potential to activate our associates to tell our story of
being a health and wellness brand.”
- Jason W. Spencer
- @JasonWSpencer | IN/JasonSpencer100

5. Why Employee Advocacy?
Nielsen 2013

6. Why Employee Advocacy?

7. Why Employee Advocacy?

8. 5 Steps for Creating a Program
1.Create a strategy and define objectives
2.Select a vendor to power the program
3.Recruit a small group to pilot the program
4.Report on what matters
5.Scale to the company

9. 1. Create a strategy and define objectives
What are your objectives?
Build the case for Advocacy
• Brand Lift / Increase Brand
Awareness
• Drive Traffic
• Engage Employees
• Employee Communication Channel
• Increase Sales

10. 1. Create a strategy and define objectives
Define Benefits
Company
• Create greater sense of
community among employees
• Establish Advocacy Team
• Increase Associate Engagement
• Increase Organic Channel and
Engagement Growth
• Increase Positive Brand Sentiment
• Support Company Values
• Support Social ROI via
• Estimated media value
• Web Traffic

11. 1. Create a strategy and define objectives
Define Benefits
Employee
• Be the first in the know (Insider)
• Better understanding of company
initiatives
• Help shape the company’s brand
• Increase networking opportunities
• Increase personal social influence
• Increase sense of belonging
• Increase engagement
• Increase visibility with leadership
• Rewards
• Points & Leaderboard

12. 1. Create a strategy and define objectives
Define Audience
- Consumers
- Contractors
- Employees
- Vendors

13. 1. Create a strategy and define objectives
Define Compliance
- Content Managers
- Content Strategy
- FTC Regulations
- HR/Legal/Risk Considerations

14. 2. Select a vendor to power the program
- Look & Feel
- Platform Requirements
- Mobile App / Optimized Browser
- Content Hub
- Communication
- Metrics
- Supported Sharing Networks

15. 2. Select a vendor to power the program
- Addvocate - Trapit
- Dynamic Signal
- Everyone Social
- Gaggle Amp
- People Linx
- Social Chorus
- Social Toaster
- Sprout - Bambu

16. 2. Select a vendor to power the program
• Edit Content
• Advocate Schedule Posts
• Contribute Original Content
• Auto-Shared w/o user action
• Additional content note
• Group Content
• Content Requires Link
• Share Graphic Only
• LinkedIn
• Instagram
• YouTube
• Pinterest
• Google+
• Reporting
• Price
• Engage Natively
• Email
• Mobile App
• Branded App
• Mobile Optimized
• Microsite
• Facebook
• Twitter

17. 3. Recruit a small group to pilot the program
~50 employees (approx. 2 months) that have a base knowledge of the different
social media platforms
• Hand Select
• Corporate Communications and/or Social Media Team
• Influencers on Social Media
• Leaders and employees that
represent all business segments
• Solicit names via Enterprise Social
Network
• Present Benefits
• Survey
• Report

18. 4. Report on what matters
KPI’s
• Vanity
• Shares, Impressions, Clicks & Reactions,
• Active Advocates
• Report to understand the consumer

19. 5. Scale to the company
Phase 2
• Allow members to recommend
others to join
• Extend membership past the
50 to others.
• Open to all associates
Phase 3
• Identify Captains - structure for
scaling
• Enable Content Managers
• Segment Advocates into Divisions

20. Thank you!
Jason W. Spencer - Community Manager, Humana
@JasonWSpencer | IN/JasonSpencer100
Bit.ly/HumAdvCaseStudy

21. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016