Engaging Employee Advocates: How Electronic Arts Is Activating Employees to Amplify the Brand’s Message

Paul Dunay Financial Services Marketing Leader, PricewaterhouseCoopers

Posted on August 21st 2014

Engaging Employee Advocates: How Electronic Arts Is Activating Employees to Amplify the Brand’s Message

This week, I moderated another Social Media Today webinar as part of their Best Thinker webinar series, this time on the topic of Engaging Employee Advocates: How Electronic Arts is Activating Employees to Amplify the Brand’s Message. We assembled an esteemed panel consisting of: Nicole Alvino, the co-founder and senior vice president of strategy at SocialChorus, Susan Emerick, the founder and CEO of Brands Rising, and Jenn Meiners Roumian, the Global Talent Acquisition brand manager at Electronic Arts. This webinar was sponsored by SocialChorus.

Nicole set the stage with a discussion of engaging employee advocates and she started with a point about turning social media inside out by starting with your internal advocates, getting them to engage in a dialog with customers. She backed up that point a few key statistics, including: Employees tend to have 10x more followers than a corporate Twitter account, 92% of an employee’s Twitter followers are new to the brand and best of all, employees are 2x more trustworthy than the CEO!

All this made a great case to invest in an employee advocate program so Susan showed us how to put together the business case. She talked a lot about “aligning the business case with stakeholder value” and she showed a chart from her book The Most Powerful Brand on Earth that was a good reference guide to matching metrics for each stakeholder that an employee advocate program can impact.

After that, Jenn took over and give us an in-depth look at the EA Insider program. What struck me about her program is how embedded in their mission and philosophy is in their employee advocate program. They even branded it, EA Insider, much like any other EA property, which gave it some exclusivity. That exclusivity made recruiting the initial group of employee advocates much easier – like being invited into a private club! They are at a point now where they are scaling the program from 60 advocates to 500 and so far they have seen in excess of $25,000 in AMV.

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. Some of the questions we covered were: How did you sell it to senior management? What are the key KPIs? How do you get the culture to shift? Why are employees natural brand advocates?

If that piqued your interest, you will want to hear the replay of this webinar or review the slides from this webinar. Otherwise we hope you will join us on another Social Media Today webinar! The next webinar is on The Mobile Enterprise: Engaging Where Your Customers Are, sign up for it or you can 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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