how to power a team of storytellers, with michael brito

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A Quick Question For You:

How would you characterize your employees participation on social media?


Why Company Communications And Employee Advocacy Matter

Now More Than Ever


The Problem Facing Today’s Global Enterprises

Technology has changed the way we communicate, internally and externallyWhen companies communicate with employees in a way that mirrors how we all interact in our everyday lives, employees will do the same when they engage with customers.


Why Companies Must Evolve

Companies that transform the way they communicate will have more connected and informed employees.Those that fail to adapt to a modern method of communications face a disconnected workforce, struggling to engage consumers. This costs the company time and money.

Informed employees are more productive, engaged, and more likely to become advocates for your brand.


Why Should Organizations Prioritize Employee Advocacy and Storytelling Today?


The Market Opportunity For Employee Advocacy

92% of consumers say peer recommendations are their most

credible source of brand information

SOURCE: Acquity Group, Boston Consulting Group, SNCR

of B2B business decision makers do research before buying, seeking colleagues POVs and making purchase decisions

94%

EMPLOYEES(EXECS, SUBJECT MATTER EXPERTS, AMBASSADORS)

AWAR

ENES

S

PUR

CH

ASE New business requirements are forcing change


Employee Advocacy Helps Brands

o Engage in a multi-stakeholder conversation

o Use new mediums to innovate at faster speeds

o Humanize your brand and communicate with empathy

o Empower employees with the right content at the right time


How Can Employee Advocacy Programs Promote Brand Storytelling?

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Where Does Employee Advocacy Fit Into Brand Storytelling?

Community Engagement & Measurement Build a social governance model to ensure all content / ads are within brand / FTC guidelines,

listen and respond; Monitor, track, report and escalate all conversations as needed.

Narrative Development or Campaign Strategy

Deliver an editorial and creative framework to reach the right audience using content best practices and community engagement.

Audience Intelligence

Stakeholder Engagement

Empower, train and mobilize employees, customers and channel partners to participate and tell the brand story.

Channel Strategy

Build a channel and media strategy based on audience segmentation, native social platform capabilities and user functionality.

Paid Media

Use analytics to determine the best targeting on social channels based on audience behaviors and conversations – where they spend their time and what media outlets the “like”, “follow” and “talk about.”


How Should Companies Get Started With Brand Storytelling?


Delivering an amazing employee experience should be the focal point of all programs and activations. Making that experience memorable, and more importantly, convenient for employees to share content, is critical.

The content itself must not only tell a good story but also be relevant to the brand, product or business priority. It should resonate with what employees care about and align with their passions.

In order to determine success of employee programs, there must be a framework establishing what to measure and how to measure it.

Defining The Guiding Principles


The Operations Of Employee Advocacy

GOALS & OBJECTIVES What exactly do we want to

achieve with our program? Does it align to our marketing and

business goals?

PROGRAM LOGISTICS How long will the program last? What do we call our program?

SELECTION CRITERIA Who do we want as our

advocates? How do they join the program? Is there a criteria?

SOCIAL MEDIA POLICY Do we have a policy in place that protects the brand and empowers our employees?

BRANDED CONTENT What do we want our

advocates to say and does it align with our content

strategy?

TECHNOLOGY SELECTION Do you have the right

technology for our program? Can it scale long term as the

program grows?

STAKEHOLDER COLLABORATION Are all of our internal

stakeholders involved – legal, brand, IT, etc.?


What’s the Best Way to Motivate Different Teams and Departments to

Advocate For the Brand?


Identify Employee Segments, Desired Behavior And Channels

EXECUTIVES

SALES

CHAMPIONS

SUBJECT MATTER EXPERTS (SME)

CONTENT TYPES

Industry & Thought Leadership

Brand product and other IT related topics

Industry & Thought Leadership

Pre-created content from brand and marketing, thought leadership,

cultural, job openings

CHANNELS

Executive branded Twitter handle, branded blogs, LinkedIn (blogs &

influencers) engagement in industry forums, bylines

SME branded Twitter handle, community,

engagement in industry forums

Branded LinkedIn profile and/or personal social

channels

Personal social channels

ACTION

Content Creation

Content Creation

Shares

Shares


What’s the Most Effective Way to Train Employees to Advocate for the Brand and

Share Brand Stories?


CONTENT CREATORS

CONTENT CREATORS

CONTENT CREATORS

CONTENT CREATORS

CONVERSATIONALIST

LISTENERS

Low Participation

High Participation Create a training curriculum with a focus on

thought leadership, long-form content, blogging, videos, podcasting, webinars and events.

Create a training curriculum with a focus on best practices of community engagement and provide value-add content for maximum participation.

Create a training curriculum with a focus on how to use tools to listen to brand and industry related conversations.

Build Training Curriculum Addressing Levels Of Participation

5 min

15 min

30 min

QUICK GUIDES What can you do in social if you only had:


What’s the Best Way to Create Brand Content for Employees to Share?


Ensure that employee content aligns (either directly or indirectly) with the broader brand story, industry topic discussion, event or initiative.

Build editorial calendar so that content can be planned in advance and aligned with other initiatives in market. Content should be anchored in one or more of the following core values – utility, education, entertainment, access, emotion, exclusivity, information and promotions.

Enable participation through smart technology deployments (make it EASY for employees to participate). Mobile integration is critical for adoption and growth.

Activate Employees With Strategic Calls To Action


How Can Employees Tell Their Own, Unique Stories Using Brand Content?


Align Employee Narrative With Brand Story

Insights from audience analysis

Determine “winnable moment” – what’s the core idea?

Employees are the hero of the story

Employees are a character in a broader story

Employees comment on a story

Data and insights extracted from the analytics will be used to

inform a strategic framework and social narrative.

The strategic framework will inform all content creation and

creative assets.

An editorial and creative framework that categorizes

content based on guidelines and the brand criteria.

Content categories


What Types of Brand Stories and Content Are the Most Successful?


Ensure Content Adds Value

UTILITY

Helps me “do” something or solves a

problem

EDUCATION

Makes me smarter about a topic or

subject

ENTERTAINMENT

Makes me laugh and inspires me to

be happy

ACCESS

Connects me to others that share the same

passions

EMOTION

Elicits a passionate reaction that empowers me

EXCLUSIVITY

Makes me feel special and emotionally

vested

INFORMATION

Current news, views and insider information

PROMOTIONS

Give me rebates and product related

promotions


Dynamic Signal Works With The World’s Leading Companies


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