This document discusses employee advocacy and empowering employees to support and amplify their company's brand on social media. It notes that employees have 10x more social connections and 8x more impact than the typical marketing message. Employees are seen as more honest and truthful information sources. The document provides tips for developing an employee advocacy strategy, including ensuring alignment with objectives, identifying social champions, empowering employees, community management, and measuring success.

1. @googledave
Ollie Sharpe
UK Sales Manager, LinkedIn
@olliesharpe
Dave Hazlehurst
Director, Ph.Creative
@googledave

2. “Brand is simply an organisation,
product or service with personality”
Wally Olins

3. “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

4. “People relate to other
people, not sales pitches and
marketing jargon”
Janet Fouts, CEO Tatu Digital Media
AMPLIFY YOUR
BRAND

5. Employee Advocacy is brands
empowering employee’s to support and
amplify their brand.

6. SOCIAL
CHAMPIONS
• Huge untapped potential
• Extend reach across social channels
• Ready made communities
• Great resource and knowledge
• Influence throughout buying cycle

7. “Companies need to turn their employees into advocates.”
-Mitchell Levy, CEO THiNKaha

8. 10 x more
connections
8 x more
impact
41%
believe
they are
more
honest &
truthful

9. 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

10. 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. 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.

12. 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 effortsFinancial 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

13. @googledave
The Groom Conundrum

14. Internal Employee Blog Facebook Stories

15. Instagram
CEO for the Month

16. CEO for the Month

17. #NewWayToWork

26. 4 : 1
The rule of

27. Things to consider
Takeaways & Tactics

28. Employee engagement is
ESSENTI
AL

29. 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

30. PUT THE POWER
IN THEIR HANDS
• Training and support
• Empower them
• They don’t have to be copywriters
• Make life easy, help along way

31. TIME TO
TAKE ACTION
• Social listening
• Community management
• Ego-jacking
• Customer care
• Nurture relationships
• Build trust

32. @googledave@googledave
• Think like investigative journalists
• Ask the audience, spot trends
• Learn what matters to them
• Shape future content and how you help

33. @googledave

34. 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

35. Make sure you can measure and share
SUCCESS

36. Q&A