SAP joins Ted Rubin in discussing the impact the company's employee advocacy has had on marketing, sales, and brand awareness. Sarah Goodall, SAP's Social Business Lead for EMEA, shares impressive stats including a paid media cost equivalent of 1.2 million via employee advocacy.

1. HOW EMPLOYEE ADVOCATES DRIVE REAL ROI
Sarah Goodall
Head of
Social Business
Ted Rubin
Social Marketing
Strategist
Presented by:
#SMTlive
Paul Gillin
B2B Social Media
Advisor

2. #SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by
@TedRubin @SarahGoodall @pgillin
Why Do Employees Make the Best Advocates?
90% of consumers trust product or service
recommendations from people they know
50% of employees want to share
news and info about their company
Source: Social Media and Sales Quota
Source: Nielsen Global Online Consumer Survey

3. #SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by
@TedRubin @SarahGoodall @pgillin
Why Do Employees Make the Best Advocates?
Authenticity
Trust
Accessibility
Reach

4. #SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by
@TedRubin @SarahGoodall @pgillin
Who Owns Employee Programs?
Employee Engagement
Program Ownership
Source: Altimeter Group

5. #SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by
@TedRubin @SarahGoodall @pgillin
Defining the Use Cases within Employee Advocacy
Social Selling
HR & Company Culture
Lead Gen
Brand Awareness
Event Promotion

6. #SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by
@TedRubin @SarahGoodall @pgillin
How Employee Advocates are Driving Results
55% of B2B marketers have seen sales
increase as a direct result of content.
Source: Circle Research
User generated content is 20% more influential
on purchase decisions than other media
Source: Ipsos MediaCT

7. #SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by
@TedRubin @SarahGoodall @pgillin
How Employee Advocates are Driving Results
Content
Syndication
& Creation
Authentic
Engagement
& Reach
Employee Engagement &
Communication
Employee Retention
Recruitment Cost Savings
Impressions & Traffic
Leads & Sales
Revenue & Growth
Event Registrations

8. #SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by
@TedRubin @SarahGoodall @pgillin
How to Inspire Collaboration & Participation
Give Employees a Voice Internally
Showcase the Benefits for Them
Incorporate with Existing Programs
Ensure They Know it’s 100% Opt-In

9. #SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by
It Really Does Work
500+ employee advocates
3K+ pieces of content published
83K+ employee shares
42M+ Impressions
260K+ Clicks
£500K to £1.3M = Paid Media Cost of 260K Clicks
30% of Traffic to SAP Blog Driven by Employees

10. #SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by
@TedRubin @SarahGoodall @pgillin
Best Practices for Driving Real ROI
Establish an Enablement Program
Stress Authenticity & Personalization
Make it Easy for Employees to Participate
Recognize & Reward Your Active Employees

11. Technology and Customer
Success for Marketers
Easily source, curate and distribute sharable
content to employees and employee groups.
Then track, measure and reward top advocates.
Tools for Employees
Mobile and web apps that help employees
easily find & share approved content, relevant
to their personal and professional interests.
THANKS TO OUR SPONSOR

12. Thanks for Joining Us!
Presented by: