sas’ employee advocacy program · 2018-05-02 · (source: edelman trust barometer). ... set...
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SAS’ EMPLOYEE ADVOCACY PROGRAM
KIRSTEN HAMSTRA, GLOBAL SOCIAL MEDIA MANAGER
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Copyr i g ht © 2016, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
While only 15% of people trust
recommendations from brands, 84% trust
recommendations from people they know.
(Source: Edelman Trust Barometer).
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Copyr i g ht © 2016, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
WHAT IS … EMPLOYEE ADVOCACY?
DEFINITION:
em∙ploy∙ee ad∙vo∙ca∙cy [em-ploi-ee ad-vuh-kuh-see] n.
1. Motivating, empowering and training employees on how to use their
established credibility and personal networks to tell a brand’s story on social
media.
OVER-ARCHING GOAL:
To create a culture where employees and customers
feel confident meeting business goals through social
media.
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Copyr i g ht © 2016, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
THE IDEAL ADVOCATE IS …
• TRUSTED
• Authentic voice
• Not a SAS megaphone
• Follows SAS guidelines
• Owns their “expertise”
• Uses social with consistency
(can just be one favorite
platform) and purpose
• Knows audience
• Spreads goodwill
• Evangelizes colleagues who
could benefit
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Copyr i g ht © 2016, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
Building your program
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Copyr i g ht © 2016, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
PROGRAM
GOALSEMPLOYEE ADVOCACY
EMPLOYEE GOALS:
• Build strong individual online
reputations and gain social
influence
• Find value in using social (use it to
solve problems, learn, build
relationships)
• Be comfortable and confident
about using social in business
SAS GOALS:
• Humanize brand through employee
voice and generate awareness
• Increase sales leads & conversions
• Extend social selling efforts
• Mobilize employee voice around
company culture/GPTW to impact HR,
recruiting efforts
• Use employee reach to amplify relevant
(SAS and 3rd party) content with
authentic voice
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Copyr i g ht © 2016, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
PROGRAM MANAGEMENT
Global Employee Advocacy Program Manager
• Program strategy, objectives & vision
• Governance
• Training
• On-going communication & best practice sharing
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Measure share of voice
with Sprinklr profile lists,
Klout, influencer indexes
Set employee advocacy
program goals
Define employee
social media certification
program
Identify established employee
social influencers
Pilot program kickoff
(in-person)
Train pilot group on best
practices & current (free)
resources
Distribute platform as reward for completing
training
• What behaviors do
we want to
encourage?
• What does the ideal
advocate look like?
• Curriculum of in-
person & on-demand
training
EMPLOYEE
ADVOCACYWHAT HAPPENS BEFORE THE PLATFORM
• Complete base certification
(video)
• Individual social profile
optimization
• Content Marketplace & Dynamic
Signal main tools (in person)
• Buffer + content schedulers
training (in person)
• Subscribe to Social Soup blog,
follow @sassoftware
• Socially active
employees, already
exhibiting best
practices
• Small targeted group
around 140
• Global & cross-
divisional
Timeframe: Month 1
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Copyr i g ht © 2016, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
Distribute platform as reward for completing
trainingDistribute
platform to top 500
social sellers as incentive
Month 2:
Pilot Check-in / Evaluation
Month 3:
Pilot Check-in / Evaluation
Month 4:
Activate additional users
Train additional users
Pilot ends
EMPLOYEE
ADVOCACYWHAT HAPPENS AFTER THE PLATFORM
• Ask pilot group to
nominate colleagues
• Ask for hand-raisers on
Global Social Media Hub
group
• Use data from Global
Social Media Surveys
• Identify all-star
advocates
• Ask them to guest blog
on Social Soup about
experience
• Use those posts in
Social Media Annual
Report
[all employees]
[Sales]
• Private Hub group for
questions?
• Weekly e-mails
• Recognize pilot
participants by:
- Most engaged post
- Wittiest post
- Best UGC
Continuous communication among pilot group and admis via email, Hub group and external social media channels
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Copyr i g ht © 2016, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
Training and education
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Copyr i g ht © 2016, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
EMPLOYEE
ADVOCACYMAKING EDUCATION A REQUIREMENT
Social Media Certification
• Three 20-minute e-Learning courses
providing social media fundamentals every
employee needs to know
1. The Essentials of Social Media at SAS
2. Social Media Guidelines and Policies at SAS
3. Social Media Behavior and Personal Branding
at SAS
• Integration into company’s learning
management system
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This slide is for video use only.
Company Confidential - For Internal Use Only
Copyright © 2015, SAS Insti tute Inc. Al l r ights reserved.
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Copyr i g ht © 2016, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
EMPLOYEE
ADVOCACYEDUCATION COMPONENTS
• Certification is single *requirement, but the advantage of the program lies in
individualized training via:
• Workshops (monthly): Learn a skill then practice with trainers
• Call (monthly): Addresses a topic relating to the theme of that month
• Newsletter (weekly):
• Vehicle to issue bi-monthly “challenges”
• Way to recognize star participants
• Place to cross-promote tips and tricks
• Group on internal social network
• Catch-all for questions and issues as they arise
• Area to cross-promote newsletter information
• Location to house responses to “challenges”
• Office hours (weekly): 1 hour Q-and-A (via phone, IM, in-person)
Record everything
Be available virtually for
remote employees
**
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Finding a platform
(or not)
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Copyr i g ht © 2016, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
EMPLOYEE
ADVOCACYPROVIDING ACCESS TO CONTENT
• Slide about content marketplace
and promoting other free tools like
feedly, etc. ---- screenshots
• Alltop.com
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Copyr i g ht © 2016, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
CHOOSING A
PLATFORMCRITERIA IMPORTANT TO US
• Beyond the basic functions of all employee advocacy platforms, we
specifically asked about:
• Accepting RSS feeds?
• Supporting multiple languages (which ones?) or segmenting content by
location?
• Tagging content so users find it easily
• The ability for users to customize social text? Are those variations
captured?
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Copyr i g ht © 2016, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
PLATFORM/CONTENT MANAGEMENT
• Advocacy Platform Manager
• Responsible for overall platform health
• Vendor point of contact
• Governance at platform level
• Long-term strategy for the platform
• Content Admins
• Feed content into the platform on assigned topics
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Kicking off
program/recruitment
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Copyr i g ht © 2016, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
EMPLOYEE
ADVOCACYFINDING YOUR HANDRAISERS
Employee Advocacy Program
Participants identified + vetted.
Representative list of 140 employees
spanning the company + global
offices.
Criteria:
General interest in social media
Demonstrated social media business
use
Coachable social profiles
Online influence and reach (based on
social profile data)
Job responsibilities
Represent every major division & region
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EMPLOYEE
ADVOCACYSHOWING THE “WHAT’S IN IT FOR ME?”
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EMPLOYEE
ADVOCACYMAINTAINING PROGRAM’S MOMENTUM
• Surveying your participants (pre, during and post-program)
• Building an internal online community
• Communicating frequently through newsletter
• Recognizing best practices & individual achievement
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Measuring success
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DEFINING INDIVIDUAL SUCCESS
• Vanity metrics (followers, engagement/post, shares)
• General comfort level with social media
• Personal business goals
• Become a thought leader in x topic
• Publish on x topic on LI & company blog
• Get invited to speak at x conference
• Building their networks
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MEASURING THROUGH PLATFORM
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DEFINING BRAND SUCCESS
• Vanity metrics (followers, engagement/post, shares, reach)
• Share of voice on social & communities (social listening)
• Referral traffic back to company’s web properties (tracking links)
• Tying employee channel to existing earned & paid marketing
strategies
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EMPLOYEE
ADVOCACYMEASURING THE EMPLOYEE CHANNEL
OWNED
• Actions: Post compelling content that people react to
naturally
• Goal: Awareness and sales for brand
PAID
• Actions: Pay to have posts exposed to more people on
social
• Goal: Awareness and sales for brand
EMPLOYEE [EARNED]
• Actions: Rally trusted employee voices and social
networks
• Goal: Awareness and sales for brand
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1Gauge employee
demand
• Ask The 140 for
advice/recs
• Grassroots hype?
• Who is self-
training? 2Tweak then Phase 2
• Use info you collected
as guide
• Same size? Bigger?
Smaller? Country
specific?
• Ditch certain courses?
But always …• Provide value to past participants for ex., monthly challenge via newsletter or check in
at regular intervals (30 days, 90 days, 1 year following end of program).
• Offer Program (or recorded elements) as an alternative to one-off training
• Integrate employees as a channel in major marketing projects
GROWING YOUR PROGRAM