Build a social employee advocacy program, presented by Jason Spencer

SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016

Build a social employee advocacy program

JASON SPENCERHUMANA

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

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.

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

Why Employee Advocacy?

Nielsen 2013



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

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


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


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


Define Audience

- Consumers - Contractors - Employees - Vendors


Define Compliance

- Content Managers - Content Strategy - FTC Regulations - HR/Legal/Risk Considerations

2. Select a vendor to power the program

- Look & Feel

- Platform Requirements - Mobile App / Optimized Browser

- Content Hub

- Communication

- Metrics

- Supported Sharing Networks


- Addvocate - Trapit

- Dynamic Signal

- Everyone Social

- Gaggle Amp

- People Linx

- Social Chorus

- Social Toaster

- Sprout - Bambu


• 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

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

4. Report on what matters

KPI’s • Vanity

• Shares, Impressions, Clicks & Reactions, • Active Advocates

• Report to understand the consumer

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

Thank you! Jason W. Spencer - Community Manager, Humana

@JasonWSpencer | IN/JasonSpencer100 Bit.ly/HumAdvCaseStudy

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SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016