It’s true: your best brand advocates are coming from inside the company. Are you leveraging the reach and authentic enthusiasm of your employees? Identifying and mobilizing your employees are the first steps to putting in place a solid advocacy program. But a crucial last step that isn’t often talked about is measuring results and tweaking your program. In this webinar, we’ll talk to experts from brands that have measured the effectiveness of their advocacy programs to identify what’s working and what could work better. Whatever stage of implementing your program you’re in, it’s important to understand how to tell if your efforts are making a difference for your brand’s reputation in the market. In this webinar, our panelists will talk about: -How to set up your employee advocacy program with clear goals and KPIs while also remaining agile; -What parts of your program you should be measuring; -How to turn data from your program into results that tell a story; -Which tools will help you consistently measure your results in a clear, helpful way.

1. On the Front Lines of Employee
Advocacy: How Brands Are
Measuring Effectiveness
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Our Speakers
Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage
online B2B communities that connect large organizations with people they want to influence. As traditional
media went digital, and the internet went social, Robin was one of the first to realize that the emerging
social media platforms offered huge promise to corporations seeking to interact directly with, and learn
from, their customers, their employees, and experts. @RobinCarey
Denise Holt is CMO & Co-Founder, GratZeez and Host of Collaborative IQ Podcast. An industry thought leader in
Social Business Strategy & Social Intelligence Solutions, Denise is a speaker, podcaster, author, business advisor and
educator in the areas of brand development, growth, content marketing, customer experience, brand advocacy &
employee engagement. She was named one of 30 VIP Influencer "Futurists" by IBM Social Business & PureMatter, on
their project, "Hacking the Future of Work.” @DeniseHolt1
Nolan Carleton works for AT&T in Corporate Communications, specifically Employee Communications. She leads
AT&T’s employee advocacy program, Social Circle, and a couple other company-wide initiatives. Nolan has a
background in strategic communications and Human Capital, specifically Lean Six Sigma and Organizational
Transformation. Nolan is passionate about employee engagement, helping others to build a personal brand and
developing their thought leadership. @ParsleyCarleton
Kevin Hunt manages digital strategy, editorial content and social media engagement for the Global Communications
group at General Mills. He’s been with the company since 2010. Prior to General Mills, he was the managing editor of
social media at Thomson Reuters, Legal. He spent 10 years as a producer and executive producer at KSTP-TV in
Minneapolis/St. Paul, and also produced newscasts at WFRV-TV and WEAU-TV. @kevin_hunt

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What is Employee Advocacy?
• Employee advocacy is the promotion of an organization by its
staff members.
• A business may ask employees to actively promote the
organization, often through social media, as an element of
their jobs. However, the most compelling employee advocacy
consists of freely-offered communications on the part of the
workforce. The question of whether or not staff members are
likely to freely promote an organization is highly related to the
degree of employee engagement in the workplace, and
employee engagement is largely a factor of the corporate
culture and the employer’s ability to make working for them a
positive experience. Tech Target, October 2012

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Employee Advocacy as Social Marketing
SMT/Hinge Marketing Survey October 2015

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Employee Social Media Advocacy at General Mills
• Program started in 2014
• Currently 55 participants
• Communications, Marketing,
Human Resources, CSR,
Leadership, etc…

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Employee Social Media Advocacy at General Mills

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Employee Social Media Advocacy at General Mills
• Identify participants and explain
how the program helps them
• Help employees succeed
• Measure and learn

10. PAGE 10
Why Employee Advocacy?
• Create community and
increase engagement
• Educate members: share
knowledge and information
• Spread news about our
company
• Help our members grow
thought leadership

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AT&T Social Circle
Program Stats:
• >6,050 advocates
• >70% active (sharing/consuming)
• Reaching >7M people
• 143.3k member shares
• 921.5k audience engagements
• $3.4M EMV

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Employee Advocacy: Lessons Learned
• For us, surprisingly, a
grassroots approach works
best
• Keep it simple but make it fun
• Offer more than just brand
content; think like your
audience
• Humanize the voice
• Make it a compliance and
learning opportunity

13. PAGE 13

14. #SMTLive
Our Speakers
Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage
online B2B communities that connect large organizations with people they want to influence. As traditional
media went digital, and the internet went social, Robin was one of the first to realize that the emerging
social media platforms offered huge promise to corporations seeking to interact directly with, and learn
from, their customers, their employees, and experts. @RobinCarey
Denise Holt is CMO & Co-Founder, GratZeez and Host of Collaborative IQ Podcast. An industry thought leader in
Social Business Strategy & Social Intelligence Solutions, Denise is a speaker, podcaster, author, business advisor and
educator in the areas of brand development, growth, content marketing, customer experience, brand advocacy &
employee engagement. She was named one of 30 VIP Influencer "Futurists" by IBM Social Business & PureMatter, on
their project, "Hacking the Future of Work.” @DeniseHolt1
Nolan Carleton works for AT&T in Corporate Communications, specifically Employee Communications. She leads
AT&T’s employee advocacy program, Social Circle, and a couple other company-wide initiatives. Nolan has a
background in strategic communications and Human Capital, specifically Lean Six Sigma and Organizational
Transformation. Nolan is passionate about employee engagement, helping others to build a personal brand and
developing their thought leadership. @ParsleyCarleton
Kevin Hunt manages digital strategy, editorial content and social media engagement for the Global Communications
group at General Mills. He’s been with the company since 2010. Prior to General Mills, he was the managing editor of
social media at Thomson Reuters, Legal. He spent 10 years as a producer and executive producer at KSTP-TV in
Minneapolis/St. Paul, and also produced newscasts at WFRV-TV and WEAU-TV. @kevin_hunt

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Thank You to Our Sponsor
@DynamicSignal

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Upcoming Webinar
October 8th
Breaking Social Out of Its Silo
Featured Panelists:
Jon Hall, Sprint
John Proano, Digital Marketing and Social Business Expert
Danielle Gerson, Tracx