making the case for employee advocacy at your firm

Making The Case For Employee Advocacy At Your Firm#SMTLive

#SMTLive

Thank You to Our Sponsor

@Dynamic_Signal

#SMTLive

Join the Conversation…

Follow along and share your thoughts on

Twitter at #SMTLive

Submit your questions in the

GoToWebinarcontrol panel

#SMTLive

Our Speakers Jason Spencer is a social media community manager at Humana, a Fortune 100 company in Louisville, KY. He leads Humana’s employee advocacy program and its social customer care strategy. Understanding consumers and social trends, Jason leads employees to advocate for Humana, drive brand lift and increase positive brand sentiment. @JasonWSpencer

Arwen Heredia (formerly Petty) is the Content + Communications Manager and purveyor of light bloggery, tweets, and nonsense at Spigit, the leading SaaS provider for crowdsourcing innovation headquartered in San Francisco. She lives in the Bay Area with her husband, baby girl, and two cats who think they're people. @ArwenRenee

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

Lee Frederiksen is the managing partner at Hinge and is a researcher and former tenured professor at Virginia Tech, where he became a national authority on organizational behavior management and marketing. He left academia to start up and run three high-growth companies and at Hinge, he leads the research team where they conduct studies of professional services firms and provide research and strategy for clients. @HingeMarketing

#SMTLive

Maturity Level of Employee Advocacy Programs

Source: Understanding Employee Advocacy and Social Media, Hinge & Social Media Today

#SMTLive

Over

96%identified benefits from

engagement on social media.


#SMTLive

Benefits Firms Receive from Employee Advocacy


#SMTLive

Firms with Employee Advocacy Programs Grow Faster


#SMTLive

Tools Used to Help with Engagement on Social Media


#SMTLive

Impact of Social Media on Career of Advocates


MAKING THE CASE FOR EMPLOYEE ADVOCACYAT SPIGIT

MAKING THE MOST OF THE PEOPLE WHO KNOW YOUR BUSINESS BEST

V1.0 10.22.2015

ARWEN HEREDIACONTENT + COMMUNICATIONS MANAGER

SPIGIT: SOFTWARE FOR CROWDSOURCING INNOVATION

MARKET SHARE IN INNOVATION MANAGEMENT

#1MILLION USERS IN150 COUNTRIES

4.5GROWTH IN

CUSTOMERS’ TOP-LINE

$1B+PATENTS DRIVEN BY CUSTOMERS

200+

Gartner and Forrester

TRUSTED BRANDS

TOP INNOVATIONPRACTICES

LIFE SCIENCES, TECHNOLOGY

FINANCIAL SERVICESINSURANCE

CONSUMER GOODS, TELECOM, RETAIL

THESE COMPANIES BUILD THEIR INNOVATION PRACTICES ON SPIGIT

GLOBAL FINANCE & INSURANCE

LEADING PHARMA & TECH

Strong brand with followers on all major social channels

Employees with vast networks, both professional and personal

Rich content worth sharing, in multiple formats (case studies, videos, eBooks, etc.)

WHAT WE STARTED WITH

WHAT WE NEEDED

An easy way to get content in front of our employees

A way to prove to people that the content was relevant, and could help them achieve their own goals

Demonstrate the real connection between content and outcomes

A platform to help employees share content with minimum effort

??

?

?

14

GETTING BUY-IN: THE WHO AND WHY

Employees are front-line product experts with networks of customers, prospects, and thought leaders

Employees are a critical resource of industry/ competitor expertise, but are widely underused

Employees know your business best, and are aware of challenges, change, and opportunities

Research: employee advocacy = 90% better growth than competitors*/ are 52-60% more trustworthy**

Promotes a transparent + collaborative culture, helps break down silos and promote innovation

Involving employees in brand awareness = higher employee engagement, leading to 87% reduction in turnover + 20% improved performance

Ensures messaging + voice consistency, reducing confusion and nurturing brand ambassadors

Sources: Gallup Research, Edelman Trust Barometer 2015, Corporate Leadership Council

RESULTS

Tailored

Avg. # of Shares Across Channels (per month)

15 > 415

Avg. # of Total Impressions (per month)

Employee Participation

3.5k > 255k 4% > 60%

The Results!

HOW WE DID IT

EXECUTIVE BUY-IN

CONSISTENT DRUM BEAT

CLEAR INCENTIVES

GENUINE + PERSONAL

COMMS

Jason W. SpencerCommunity Manager, Humana IncEnterprise Social Media TeamTwitter - @JasonWSpencerIn/JasonSpencer100

#SMTLive

Humana Advocates – Employee Advocacy Program

• Our challenge: Humana wanted to amplify their Bold Goal - The communities we serve will be 20% healthier by 2020 because we make it easy for people to achieve their best health - by enabling employees to share content with their social networks. Humana has changed over time from nursing homes, hospitals, and insurance to a health and well-being focus. The major industry challenges were to amplify the brand, build trust with consumers and stay within FTC regulations.

#SMTLive

Results & Highlights

• Employees must attend 1 hour training session• Started with 70 employees• Open to all 50,000+ employees in August• 7K shares from employee advocates; 14K Clicks;

4K reactions• 3M impressions/potential reach• 80% industry content and 20% branded content,

but equal amounts of reactions for both• 6% of all Brand Mentions

#SMTLive

Join the Conversation…

Follow along and share your thoughts on

Twitter at #SMTLive

Submit your questions in the

GoToWebinarcontrol panel

#SMTLive

Our Speakers Jason Spencer is a social media community manager at Humana, a Fortune 100 company in Louisville, KY. He leads Humana’s employee advocacy program and its social customer care strategy. Understanding consumers and social trends, Jason leads employees to advocate for Humana, drive brand lift and increase positive brand sentiment. @JasonWSpencer

Arwen Heredia (formerly Petty) is the Content + Communications Manager and purveyor of light bloggery, tweets, and nonsense at Spigit, the leading SaaS provider for crowdsourcing innovation headquartered in San Francisco. She lives in the Bay Area with her husband, baby girl, and two cats who think they're people.@ArwenRenee

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

Lee Frederiksen is the managing partner at Hinge and is a researcher and former tenured professor at Virginia Tech, where he became a national authority on organizational behavior management and marketing. He left academia to start up and run three high-growth companies and at Hinge, he leads the research team where they conduct studies of professional services firms and provide research and strategy for clients. @HingeMarketing

#SMTLive

Thank You to Our Sponsor

@Dynamic_Signal

#SMTLive

Upcoming Webinar

December 3rd

Is Social Media Worth Multi-Million Dollar Investment? Using Social

Listening to Determine the ROI of Social Media

making the case for employee advocacy at your firm

Business