@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
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