From Employee to Advocate: Mobilize Your Team to Share Your Brand Content

Paul Dunay Financial Services Marketing Leader, PricewaterhouseCoopers

Posted on May 28th 2014

From Employee to Advocate: Mobilize Your Team to Share Your Brand Content

ImageThis week I moderated another webinar from the Social Media Today Best Thinker webinar series, this time on the topic of From Employee to Advocate: Mobilize Your Team to Share Your Brand Content. This webinar was sponsored by SocialChorus. The webinar included a superb group of panelists: Natanya Anderson, Director of Social Media and Digital Marketing at Whole Foods Market, Denise Holt, CEO and Co-Founder at SocialIntel and Nicole Alvino, Co-Founder and SVP of Strategy at SocialChorus.

Nicole got us started with a discussion of some stats from the 2014 Edelman Trust Barometer on increasing trust & engagement with employee advocates. Seems that 52% of consumers trust an “average” employee more than the CEO. This stat has grown recently up 30% from 2009. But better than that content shared by employees receives 8x the engagement of content shared on brand channels. A significant difference for sure!

Natanya took over and gave us a look at her employee advocate program at Whole Foods Market. The program has more than 300 volunteer social advocates serving up over 10,000 social interactions with a $35,000 net social value of all those advocate interactions. The audience was really interested in how to cultivate and manage all the participants so we discussed strong social media policies and ways of rewarding them that were similar to non-employee advocate programs.

Denise then completed the presentation portion of the program with her discussion of how do you assess your organization’s culture to understand if you will be successful. The discussion surrounded the 4C Areas of Tension in any given organization: Collaborative, Creative, Competitive, Controlling. Depending on the mix in your organization they may be more risk adverse (more controlling let’s say) and might make it hard to get an employee advocate program off the ground.

Now, if you have ever been on a Social Media Today webinar before, you know they are very “participant-driven” and we love to ask your questions of our panelists. Many of the questions from our audience revolved around topics such as: How do you recruit the advocates for your program? How do you get them to customize the content with their own personal flare? How do you control the usage of more difficult to handle tactics such as SnapChat?

If that piqued your interest, you will want to hear the replay of this webinar, please check out this link. Otherwise we hope you will join us on another Social Media Today webinar! The next webinar is on The Art and ROI of Listening: Turning Your Platform into a Marketing Machine signup or it our just view the schedule of upcoming webinars here.



Paul Dunay

Financial Services Marketing Leader, PricewaterhouseCoopers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations.

Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012).

His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand.

Marketing Darwinism, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.” 

Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa.

Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.

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