@googledave

Ollie Sharpe UK Sales Manager, LinkedIn @olliesharpe

Dave Hazlehurst Director, Ph.Creative

@googledave

“Brand is simply an organisation, product or service with personality”

Wally Olins

“Today people don’t trust companies. One of the things marketers want to do is to humanize their brand. What better way to do it than put a live person in front of them.”

– Jackie Huba, Author

“People relate to other people, not sales pitches and marketing jargon”

Janet Fouts, CEO Tatu Digital Media

AMPLIFY YOUR

BRAND

Employee Advocacy is brands empowering employee’s to support and amplify their brand.

SOCIAL

CHAMPIONS • Huge untapped potential

• Extend reach across social channels

• Ready made communities

• Great resource and knowledge

• Influence throughout buying cycle

“Companies need to turn their employees into advocates.” -Mitchell Levy, CEO THiNKaha

10 x more

connections

8 x more

impact

41%

believe

they are

more

honest &

truthful

Increasing Credibility of Employees and Leaders

Source: 2016 Edelman. Trust Barometer Q130-587. Below is a list of people. In general, when forming an opinion of a company, if you heard information

about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?

(Top 2 Box, Very/Extremely Credible) General Population, 27-country global total.

Percent who rate each spokesperson as extremely/very credible 2015 2016

+8

Technical

expert

Academic

expert

A person

like

yourself

Financial

industry

analyst

Employee CEO NGO

representative

Board of

Directors Government

official/regulator

CEO credibility

increased the most

General

Population

+6

Increasing Credibility of Employees and Leaders

Source: 2016 Edelman. Trust Barometer Q130-587. Below is a list of people. In general, when forming an opinion of a company, if you heard information

about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?

(Top 2 Box, Very/Extremely Credible) General Population, 27-country global total.

Percent who rate each spokesperson as extremely/very credible 2015 2016

+8

Technical

expert

Academic

expert

A person

like

yourself

Financial

industry

analyst

Employee CEO NGO

representative

Board of

Directors Government

official/regulator

CEO credibility

increased the most

General

Population

+6

11

Who Shares What?

2014 Edelman Trust Barometer Annual Global Study

Company’s CEO Company’s Employee Media Spokesperson

Think about different types of information you may read, see or hear about a company. For each topic,

select which person you trust most to provide you with credible and honest information about a company.

Employees are Essential Advocates

Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s

accomplishments? Q611 a company’s business practices, both positive and negative, and its handling of a crisis? Q612 a company’s employee programs, benefits and working conditions, and how a company

serves its customers and prioritizes customer needs ahead of company profits? Q613 a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local

community? Q614 a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related

to the industry in which it operates? General Population, 28-country global total.

Most trusted spokesperson to communicate each topic

Innovation efforts Financial earnings &

operational

performance

Business practices/

crisis handling

Treatment of

employees/customer Partnerships/

Programs to address

societal issues

Views on

industry issues

Employees Most Trusted

General

Population

Company CEO

Senior executive

Employee

Activist consumer

Academic

Media spokesperson

@googledave

The Groom Conundrum

Internal Employee Blog Facebook Stories

Instagram

CEO for the Month

CEO for the Month

#NewWayToWork

4 : 1 The rule of

Things to consider

Takeaways & Tactics

Employee engagement is

ESSENTI

AL

DEVELOP STRATEGY ROLLOUT PLAN

• Ensure alignment with objectives

• What does success look like

• Identify social champions

• Don’t force it

• Rollout in waves

• Let success breed success

• Create social champions as it grows

PUT THE POWER

IN THEIR HANDS

• Training and support

• Empower them

• They don’t have to be copywriters

• Make life easy, help along way

TIME TO

TAKE ACTION

• Social listening

• Community management

• Ego-jacking

• Customer care

• Nurture relationships

• Build trust

@googledave

@googledave

• Think like investigative journalists

• Ask the audience, spot trends

• Learn what matters to them

• Shape future content and how you help

@googledave

ORCHESTRATE

• Show what good looks like

• You’re not there to control

• Advocates take responsibility

• If personal, disclaim

• Share the guidelines

• What to do when it goes wrong!

• Add value

• Be respectful

Make sure you can measure and share

SUCCESS

Q&A