How C Spire Employees Engage with Consumers Through Employee Advocacy

How C Spire Employees Engage with Consumers Through Employee

Advocacy

2#EngageU

Lee DiazDirector of Strategy and Solutions at SocialChorus

@LeeDiaz24

How C Spire Employees Engage with Consumers Through Employee Advocacy

Rob RubinoffSocial & Interactive Strategy at C Spire

@robrubinoff

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SocialChorus surveyed 1,000 employees from enterprise

companies.

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Workplace Communication Needs to ImproveBoth employees and managers agree that there isn’t enough effective communication internally. • 94% of employees want to hear more about what is going on

from leadership• 68% of executives believe they do a “good” job of

communicating

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…Only 21% of employees agree

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When employees are engaged and well-informed, they will engage and

inform their network.

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Employee Engagement Leads to Employee Advocacy Employees who feel connected with the brand are also more empowered to advocate for the brand. • 93% of employees say they would be good at advocating for the

brand• 87% of employees see the career benefits of advocating for the

brand

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Why Don’t Employees Already Advocate?

• 55% of employees don’t share about the brand because they are worried they’ll get in trouble

• 44% of employees don’t know what information they can and can’t share

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Why Leadership May Push Back on Employee Advocacy

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What inspired C Spire to get started with employee advocacy?

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Employee Advocacy Connects Employees with Buyers

• C Spire wanted to find a way to reach buyers who were doing research online

• Employee advocacy connects C Spire employees to potential customers

• When employees share about the brand, products and the latest tech advancements, it gives a “human voice” to C Spire

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“A lot of what we focused on in launching an employee advocacy program was authenticity. Social media is one of the only consumer touch points that customers have after a sale and we want it to be a human experience.”


@robrubinoff

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How did C Spire get started launching their employee

advocacy program?

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4 Steps to Launching an Employee Advocacy Program 1. Get internal buy-in from leadership, human

resources, legal, sales and marketing2. Raise awareness for the program internally

to recruit employees to join3. Provide training to employees on employee

advocacy and social media4. Engage employees with relevant and

compelling content to read and share

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How did C Spire recruit employee advocates to join the program?

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How C Spire Recruited Employees to Join the Program

• Announce at all-hands meetings

• Send out company-wide email invites

• Promote on internal company blog

• Signing employees up at face-to-face meetings

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How did C Spire get leadership involved in the employee

advocacy program?

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How C Spire Leadership Gets Involved with Employee Advocacy

• While not all C Spire executives are on social media, they wanted to engage employees to share

• The C Spire marketing team helped get executives signed up on social media

• Leadership from multiple departments, like retail, helped get the word out to employees

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How does C Spire engage employees with content?

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C Spire Engages Employees with Brand & Industry Content

• Employee generated content, like Instagram pictures and blog posts

• Updates about corporate social responsibility initiatives

• Brand content, like new customer updates, C Spire event announcements and product launches

• Industry news, trends and best practices

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How does C Spire measure the business impact?

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C Spire: Employee Engagement = Consumer Engagement

• 90% of employee advocates are engaged with the program

• 70% of employee advocates are active on weekly basis

• Employees have driven 4 million social impressions & 8,000 audience engagements

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Measure Program Impact

ConnectPromoteAggregate MeasureShare

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@LeeDiaz24



@robrubinoff

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The use of mobile to accomplish everyday tasks

is increasing — especially for working professionals.

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Create a Consumer Experience for EmployeesEmployee communication strategies that adapt to consumer expectations work better. The majority of your workforce wants to receive company information via a mobile app.• 82% of Millennials • 76% of Gen X• 54% of Baby Boomers

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Be Better ConnectedWe believe connection drives engagement, productivity and advocacy for modern enterprises.

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@LeeDiaz24



@robrubinoff

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Interested in Learning More?

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Download our ebookThe New Rules of Employee Advocacy: The 2015 Enterprise Employee Engagement Reporthttp://bit.ly/2015-employee-advocacy-report

Register for our Upcoming Webinar: October 87 Lessons from the Big Dog in Employee Engagement & Advocacy: Nestle Purina’s Learnings from Year Onehttp://bit.ly/7-lessons-from-nestle-purina

Thank you!

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How C Spire Employees Engage with Consumers Through Employee Advocacy