CA Technologies employs over 11,000 people, many of whom are engaged on social media. Andrew Spoeth, their Digital Marketing Director and Head of Social Media, provides insight into how they're turning employees into advocates in this episode of The Social Business Engine podcast.
To maximize the potential of their employee advocacy program, CA Technologies starts new employees with an on-boarding course and a one-pager of do's and don'ts on social. Training is a must when establishing an employee advocacy program.
CA Technologies utilizes training from internal social media experts as well as from vendors - vendors are able to shed light on what other organizations are doing to incentivize participation, what kind of benchmarks to consider, and to provide general coaching.
Content is at the core of their employee advocacy program. The content marketing team at CA creates thought leadership content to attract new prospects. This original and curated content is then made available for employees to share through the GaggleAMP employee advocacy platform.
On episode 108 of the Social Business Engine podcast, you'll hear how the executives at CA Technologies have a lot of enthusiasm about social and how a cohesive strategy can drive business results.
On This Episode of The Social Business Engine Podcast, You'll Discover...
- How Spoeth says paid social became a factor for CA Technologies about five years ago, and how it provides scale, reach, clicks and impressions.
- How paid, or 'hybrid' as Spoeth calls it, social media affords a lower cost of engagement and can drive higher quality traffic.
- How CA Technologies is using Chatter and Salesforce to involve employee advocates and drive social business internally.
- How their internal metrics are around efficiency while external social media metrics are more tied to sales impact.
- How the social media training at CA involves how to craft messages, addresses alignment with the company tone, provides examples, and recommends their employees add their own opinions to posts.
- How social media governance begins when employees are going through their on-boarding process, starting with a course on CA Technologies' best practices, with a one pager of do's and' don'ts allowing employees to represent the company well.
- How content is the core of CA Technologies' social media advocacy program and how it is managed by their Social Media Center of Excellence.