Engaging Employee Advocates: How Electronic Arts is Activating Employees to Amplify the Brand’s Message

1. Engaging Employee Advocates:
How Electronic Arts is Activating
Employees to Amplify the Brand’s
Message
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4. Our Speakers
Nicole Alvino, Co-Founder and SVP of Strategy at SocialChorus. Nicole is Head of Strategy and is responsible for
designing solutions to meet our customers’ specific marketing and business objectives. Formally, she was CEO and
Founder of Dermalounge, a consumer skin health brand and early adopter of advocate marketing. @nalvino
Susan Emerick is the Founder of Brands Rising, LLC providing strategic advisory services in social media analytics,
influencer engagement & employee advocacy. Prior to pursuing an entrepreneurial path, she lead a number of IBM's
transformational social business & digital strategy initiatives which reshaped the way the global brand engaged in the
internet era. @sfemerick
Jenn Meiners Roumian is a seasoned talent acquisition professional whose experience spans across many of today’s
hottest digital and entertainment companies. With nearly fifteen years encompassing both recruiting and employer
branding, she knows what it takes to succeed in today’s competitive job market. Jenn began her career in the entertainment
industry at The Walt Disney Company then carried her recruitment expertise over to the gaming industry beginning at
Activision Publishing before joining EA in 2011. While Jenn has an extensive background in full life-cycle recruitment --
employer branding and social media are really what drives her passion these days. In 2012, she moved into a Global
Employer Brand Manager role with a multitude of touch points across many of EA’s global talent acquisition initiatives.
@jroumian
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and
creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul
is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing
for Dummies 3rd Edition (Wiley 2012). @PaulDunay
#SMTlive

5. Engaging Employee Advocates
How Electronic Arts is Activating Employees to
Amplify the Brand’s Message
Nicole Alvino
Co-Founder & SVP of Strategy
@nalvino

6. Turn social marketing inside out
Brands engage
thousands of insiders
– their best
employees,
customers,
partners
& influencers –
who create & share
authentic brand
content with their
social networks.
Customers
Employees
& Partners
Social
Media
Team

7. Why employee advocates?
— Edelman Trust Barometer 2013 2x
An everyday employee is two times more trusted than a
Chief Executive
92% — Cisco results 2012
of employees’ Twitter followers are new to the brand
— Nielsen 2013 77%
of consumers are more likely to buy a product when they
hear about it from someone they trust
— Cisco study 2013 10x
Employees have 10 times more followers than corporate
accounts

8. Employee advocacy impacts
across the organization
Comms/PR
Marketing
HR
Sales
Product
Group
Corporate Reputation – Awareness - Internal
Communications - REPUTATION Thought Leadership
Awareness - Message Reach - Product Buzz -
Demand - Leads - Cost Savings
Recruiting - Inside View of Company - Corporate
Reputation - Cost Savings
Leads - Thought Leadership - Local Selling -
Customer Stories - Relationship Building
Product Buzz - Trusted Expertise - Demand -
Awareness - Leads
DEMAND
RECRUITING
CLOSE RATE
AWARENESS

9. 3 critical steps to execute an
Employee Advocacy program
Executive support
Training & on-boarding
Activation & results
1
2
3

10. Co-author of
The Most Powerful Brand On Earth
@sfemerick
Susan Emerick
Founder of Brands Rising
Provides strategic planning &
services to create, implement
and scale successful employee
advocacy programs.
Drove and implemented IBM’s
employee advocacy program
globally
@sfemerick

11. The
nuts
and
bolts
of
building
a
business
case
@sfemerick
①
Value
Realiza6on
② Securing
investment
–
Selling
to
internal
stakeholders
③ Understanding
Mo6va6ons
@sfemerick

12. @sfemerick
Value
Realiza6on
• Increased Revenue
• Decreased Cost
• Efficiency and Productivity Gains
Image source: freeimages.com/wmagni

13. Securing
investment
–
Selling
to
internal
stakeholders
@sfemerick
Image source: freeimages.com/acerin

14. @sfemerick
What
mo6vates
your
stakeholders?

15. @sfemerick
Join
us
in
Atlanta
bit.ly/AdvocacySummit

16. EA Insiders
Jenn Meiners Roumian
Global Brand Manager, Talent Acquisition at EA
@jroumian

17. An EA Insider is…
A champion and evangelist of all things EA
A collaborator and partner with TA, Corporate
Communications, Senior Leadership, Public
Relations, & HR
A promoter and engager of EA events
A social media maven
An inspirer of and inspiration to TA employer
branding initiatives

18. EA’s steps to activating employee
advocates
1. Align goals to your mission and philosophy
2. Identify internal business partners & get
leadership involved
3. Choose a pilot group
4. Determine success metrics
5. Create a plan for long term engagement
6. Scale and grow program

19. 1. Align goals to your mission &
philosophy
Influence the goals that matter:
• Talent acquisition
• Employee engagement
• Thought leadership
• Morale
• Awareness
• Social engagement

20. 2. Identify internal business
partners & get leadership involved
Talent Acquisition
Corporate Communications
Human Resources
Marketing/Public Relations
Executive leadership
• Leadership will help drive program
awareness & adoption

21. 3. Choose a pilot group
Launch with a pilot
group & optimize
program
• By region
• By department
(Talent Acquisition,
Corporate
Communications)
• By level of social
media knowledge

22. 4. Define how to measure success
Engagement
• # of shares and engagements
• # of content created
Advocacy
• Participation rate
• Activation rate
Impact
• # of audience engagements (clicks, retweets,
shares)
• Increase in job applications

23. 5. Create a plan for long term
engagement
Provide diverse mix of content
• Marketing
• Outreach & volunteering
• Talent Acquisition, careers,
culture, employee profiles
• 3rd party content, press
Encourage employees to
recommend new content
Create a thank you &
recognition plan

24. 6. Scale and grow program
• Start with hand-raisers & known active employees
(30 Talent Acquisition, 70 Communication)
• Advocate ExperienceTM orientation & training
webinar
1
• Apply learnings from Phase 1 to optimize
experience, content, and training
• Finalize orientation training and embed video in
platform
• Scale – Invite 500-1,000 more selected employees
• Roll out to all employees
• Training video in platform
• Leverage more recruitment channels: events,
Yammer, etc.
2
3

25. Initial results & projected growth
Initial results:
Employee advocates
Total engagements
Program AMV to date
60
9.3K
$25.5K
Projected growth:
Employee advocates
Total engagements
Program AMV to date
500
12.5K
$55K

26. Our Speakers
Nicole Alvino, Co-Founder and SVP of Strategy at SocialChorus. Nicole is Head of Strategy and is responsible for
designing solutions to meet our customers’ specific marketing and business objectives. Formally, she was CEO and
Founder of Dermalounge, a consumer skin health brand and early adopter of advocate marketing. @nalvino
Susan Emerick is the Founder of Brands Rising, LLC providing strategic advisory services in social media analytics,
influencer engagement & employee advocacy. Prior to pursuing an entrepreneurial path, she lead a number of IBM's
transformational social business & digital strategy initiatives which reshaped the way the global brand engaged in the
internet era. @sfemerick
Jenn Meiners Roumian is a seasoned talent acquisition professional whose experience spans across many of today’s
hottest digital and entertainment companies. With nearly fifteen years encompassing both recruiting and employer
branding, she knows what it takes to succeed in today’s competitive job market. Jenn began her career in the entertainment
industry at The Walt Disney Company then carried her recruitment expertise over to the gaming industry beginning at
Activision Publishing before joining EA in 2011. While Jenn has an extensive background in full life-cycle recruitment --
employer branding and social media are really what drives her passion these days. In 2012, she moved into a Global
Employer Brand Manager role with a multitude of touch points across many of EA’s global talent acquisition initiatives.
@jroumian
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and
creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul
is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing
for Dummies 3rd Edition (Wiley 2012). @PaulDunay
#SMTlive

27. Thanks to Our Sponsor
#SMTLive

28. @sfemerick
Join
us
in
Atlanta
bit.ly/AdvocacySummit

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30. Upcoming Webinar
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