the ambassador corps story€¦ · considering an employee advocacy program? work with brand,...
TRANSCRIPT
The Ambassador Corps Story
Bringing a brand to life
Ami Chitwood
@achitwood
www.linkedin.com/in/achitwood
10/22/2015
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Brands are seeing
large reductions in
organic social
engagement1
1 http://www.socialmediatoday.com/social-business/2015-02-12/decline-organic-social-visibility-3-trends-expect
2 http://wersm.com/5-stats-that-prove-employee-advocacy-is-crucial/
3 https://www.linkedin.com/grp/post/2321400-5899973271209656321
“…15% of people
trust
recommendations
from brands...”2
…84% trust recommendations
from people they know.”2
Employee networks expand brand
reach with only 2-8% overlap with
brand corporate identities.3
Why organizations are investigating & investing in employee advocacy
3
Topics for today
The Ambassador Corps origin story
What employee advocacy looks like in practice
Ifyouarelookingtoestablishaprogram…
Questions & Answers
2013 – 2014 – 2015
•Policies
•Culture
•History
•Multiple sites
•Started in Brand
•Manual process
•Invite only
• Secured technology platform
• Aligned with Brand Social
2013 – 2014 – 2015
• Aggressive growth
• Continuously improving
2013 – 2014 – 2015
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Stories
Ambassadors have been contacted by their network to have discussions
aroundcontentthat’sbeingshared.
One of our Ambassadors was invited to speak at an event based on the
content she was sharing.
Many Ambassadors have told us that being active has increased their
confidence and comfort with social media.
57K shares
1,931
Ambassadors
37M Impressions
The Ambassador Corps has a direct and measurable
impact increasing awareness, reach, and engagement
with the brand.
>100K Clicks
24K Reactions
Awareness
and Reach Engagement
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Sign up for program
Connect social media
accounts to platform
Select topics to share
Employees receive notice
(email, notification on app) to share based on their
topics.
Employees choose which platforms to share, and then share.
Steps to sign up for the Ambassador Corps
Note – Employees receive pre-
written social media posts for
Twitter, LinkedIn, and
Facebook. Content comes to
them.
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Steps to broadcast messages to the Ambassadors
Select content
• Thought leadership
• Event
• News
Work with Comms,
Marketing, or PR on key messages
Write 2-3 Twitter post
options and 2-3 LinkedIn
and Facebook post options
for Ambassadors
to share
Schedule, test and broadcast
Measure and report
Protip – Work with your Brand
social teams here – chances
are – content has already been
shared by the brand and can
use tested messages or
lessons learned.
12
Considering an employee advocacy program?
Work with Brand, Marketing, HR, Risk,
and Legal at the beginning.
Leadership sponsor and advocate.
Establish clear goals at the beginning of the
program.
Work with a technology partner who can help
you grow and who understands your culture and vision.
Integrate guidelines and social media training with the
program.
Start small - pilot
Questions?
Ami Chitwood
@achitwood
www.linkedin.com/in/achitwood