Sabrina StoffregenDirector, Intel Ambassadors@stoffregen

HELLO

How to Build Intel-ligent Brand Ambassadors

AGENDA

How to Build Intel-ligent Brand Ambassadors

• 5 Tips to Build Brand Ambassadors• How Brand Ambassadors Boost Your Bottom Line• How to Build Alignment through Emotional Connection

A framework, success story, shared dialogue, and Q&A

ABOUT

Sabrina Stoffregen

ABOUT

Sabrina Stoffregen

Employees are key in building and engaging brand loyalists

WHYPeople don’t buy what you do- they buy why you do it – Simon Sinek

• Engaged employees who successfully represent the company brand provide a competitive advantage and impact to the bottom line. –Source: Milward Brown

• Actively engaged and empowered employees are among the top 10 factors that accelerate growth in a company. –Source: Milward Brown

• One of the biggest assets a company/ brand has is its employees

Why a community of brand ambassadors is important now

Employees are key in building and engaging brand loyalists

• Better connected company - The more a company empowers employees to engage with stakeholder, the more connected and adaptive the company becomes.

• Personified brand - Employees openly discussing your brand can have a humanizing effect for your brand. This ultimately boosts consumer perception.

• Increased employee loyalty - When employees publicly declare support for their company, it increases their own allegiance.

• Amplified brand awareness - Emotions and behaviors are contagious. When employees voice their feelings and opinions, it not only influences the views of their direct network but also spreads as far as two more interactions

• More meaning in work - Empowering employees to act as brand advocates boosts their happiness and performance levels = company growth

• Improved talent retention - Enabling employees to learn, connect, and shine is an enticing reason for them to stay and contribute

Why employee advocacy will give yourbrand a competitive advantage

An everyday employee is 2x more trusted vs. Chief Executive

- Edelman Trust Baromoeter ‘13

WHY

Opportunity:

Only 20% of brands use advocate and experts programs in their marketing

• In 2011 46% of US executives said that an increase in brand advocates was one of the most important benefits of social media (source: Jive, 2011)

• Employees have 10xs more followers vs. corporate accounts. Only 2% of the audience overlaps with corporate accounts (source: Cisco, 2013)

• Employees share 29% more URLs about the company vs. corporate accounts. Employees account URL reach is 2x vs. corporate accounts (source: Cisco, 2013)

• The reach of hashtags about the company shared by employees is 24 times that of corporate(source: Cisco, 2013)

• Marketing-induced consumer-to-consumer word of mouth generates more than 2x the sales of paid advertising (source: McKinsey Quarterly, April 2010)

• Brand advocates are 50% more likely to influence a purchase. (source: Marketing Charts)

How employee brand ambassadors boost your bottom line HOW

Employees are key in building and engaging brand loyalists

Intel People don’t buy what you do- they buy why you do it – Simon Sinek

1. To build brand love you’ve got to start with your North Star your purpose.Frame the problem. Define the opportunity. Articulate your purpose. Build your strategy.

2. Recruit your most passionate advocates When you create an environment in which employees are passionate and believe in the vision, they will authentically represent the brand.

3. Build movements, not campaignsMovements are about mobilizing people behind a shared purpose.

4. Inspire advocacy through emotional connectionHumans are not wired just for reception. We are wired for connection, and narrative is designed for connection

5. Listen, learn, iterate, improve

5 Tips to Build Brand Ambassadors 5 Tips

Storytelling (the telling of purposeful stories) is in our DNA· Stories put all the key facts into an emotional context.· Stories make facts and figures memorable, resonant, and actionable.

Employees are key in building and engaging brand loyalists

41% of us believe employees to be the most credible source of information regarding a business.

-Edelman’s ‘13 Trust Barometer

Start with your North Star Your purpose

• Frame the problem“How do we…” or “How could we…”

• Define the opportunityWhat is the opportunity for our company, brand?What does the company need from us?

• Articulate your purpose What do we stand for? Why should people care?

• Build your advocacy strategyHow do we want Ambassadors to feel? Be perceived?Kinesthetic learning environment engage in a visioning exercise

Tip 1

Storytelling (the telling of purposeful stories) is in our DNA· Stories put all the key facts into an emotional context.· Stories make facts and figures memorable, resonant, and actionable.

Employees are key in building and engaging brand loyalists

People don’t buy what you do- they buy why you do it – Simon Sinek

Recruit your most passionate advocates

• When you create an environment in which employees are passionate and believe in the vision, they will authentically represent the brand.

• Your most passionate advocates are natural influencers and storytellers who have street credibility.

• Segment your advocates and give them the freedom to advocate what they are most passionate about.

• Empower your employees to personalize the message and express it anyway they want.

• When it comes to advocacy, organic brand love is better than paid brand love.• Creating levels of advocacy involvement can reward your top employees and create

an environment of exclusivity which makes your program even more appealing. • Advocates are in it for the experience, the interaction and, most of all, the

community.

Tip 2

Storytelling (the telling of purposeful stories) is in our DNA· Stories put all the key facts into an emotional context.· Stories make facts and figures memorable, resonant, and actionable.

Employees are key in building and engaging brand loyalists

People don’t buy what you do- they buy why you do it – Simon Sinek

Build movements, not campaigns

• Movements are about mobilizing people behind a shared purpose.

• Brands aspire to build movements around causes that intersect with the online community and their business.

• Whether a political movement, a social movement, or a brand movement, all are trying to do more than simply reach people. Movements aspire to drive advocacy that drive people to action or behavior change.

• Successful movements have common characteristics1. Singular, focused purpose. Without a clear vision, a movement cannot succeed. 2. Successful movements are those that are perceived as genuine and organic 3. Low barriers to entry. Simple actions and simple messages work best. 4. A commitment to the people and resources to cultivate growth and actions. Be

prepared to invest time, effort, and dollars to assist the movement’s growth.

Tip 3

Storytelling (the telling of purposeful stories) is in our DNA· Stories put all the key facts into an emotional context.· Stories make facts and figures memorable, resonant, and actionable.

Employees are key in building and engaging brand loyalists

Word-of-mouth is over 10x as effective as traditional advertising. People trust it more, and it's more targeted.

Inspire advocacy through emotional connection

• Humans are not wired just for reception. We are wired for connection, and narrative is designed for connection. It's all about how you get people to share things.

• Surround your consumers with brand experiences (including stories), so they can self-select how they want to interact with your brand.

• Your brand’s narrative is best told through a purposeful story.• Storytelling is in our DNA• Stories put all the key facts into an emotional context. They make facts and figures

memorable, resonant, and actionable.• The power of a purposeful story enables you to bond your information with emotion.• Empower your audience to tell your story forward. • All good telling of stories is interactive. You want it to be a back-and-forth.• Remember the "me-to-we" factor when telling a story. Shine the light on a goal, interest, or

problem that both the teller and audience share.

Tip 4

Storytelling (the telling of purposeful stories) is in our DNA· Stories put all the key facts into an emotional context.· Stories make facts and figures memorable, resonant, and actionable.

Employees are key in building and engaging brand loyalists

Engaged employees produce 2x as much work product in the time as unengaged employees

- National Business Research Institute

Listen, learn, iterate, improve

• Make it easy for employees to identify and share their passions • Understand what inspires and motivates your employee advocates and build an

incentive program that supports those intrinsic and extrinsic drivers.• Give them encouragement, guidance, support, and recognition with enable and

inspire them to act as the voice of your company.• Engage employees in building an advocacy platform and movement. They will

become vested partners in its success.• No matter what platform you choose to build your advocacy network on, make sure

that platform offers a solid set of metrics to track the effectiveness and impact. Make it easy to see success.

• Continually optimize.

Tip 5

SUCCESS STORY: INTEL AMBASSADORS

WHO ARE INTEL AMBASSADORS AND WHAT WE STAND FOR

WHOIntel Ambassadors are the voices of our unified brand story that reveals to the world what we stand for and why they should care.

Intel Ambassadors are chartered with building Intel brand loyalists internally and externally.

We strive to connect people personally and emotionally to what’s inside the heart and soul of Intel through our social and technological innovations.

One

WHO ARE INTEL AMBASSADORS AND WHAT WE STAND FOR

WHOIntel Ambassadors are the voices of our unified brand story that reveals to the world what we stand for and why they should care.

“One word: Awesome! I have been a Intel 15+ years and for the first time I felt really connected to driving our product in the market.” Ambassador Jason Goetz

“The Smart Squad has been one of the most memorable experiences of my 15-year career at Intel. Not only did I have the opportunity to testDrive a state-of-the-art Intel powered tablet, I had the chance to meet fellow employees across every geography and business group at Intel and forged new relationships and partnerships.” – Ambassador Monica Eisel

“Being able to show someone how our technology is connecting and enriching the lives is a step up from just telling them the story. When I use my Intel tablet around people, it takes the abstract concept of Intel technology they see in commercials and turns it into reality.” Ambassador Linda Quian

HOW DO WE ENGAGE

WHO ARE INTEL AMBASSADORS

WHOOur aspiration is to mobilize and inspire a community of brand loyalists

Elite Brand ChampionsHigh-touch coaching and support for social enablement of our experts and

sr. leaders

Intel AmbassadorsGrow our Ambassadors in all geosIncrease Ambassadors making an

impact

Intel Advocates Scale program to harness the

enthusiasm of a broader audience

307 Intel AmbassadorsGrow to 13.5% early adopters

100K IntelEmployee Advocates34% Early Majority34% Late Majority16% Laggards

5 Elite Brand ChampionsGrow to 2.5% innovators

ISEF finalistsIntel for ChangeEYE 50Hatch

Intel AlumniIntel Interns

Fellow travelers (10x10)OEMs (HP, Lenovo)Product launch influencersFans/ loyal consumers

External Brand Loyalists Internal Brand Loyalists

Intel Ambassadors in Intel Service Corps

HOW WE DEFINE THE OPPORTUNITY

HOWFrame the problem

How do we………

..

1. make it easy for employees to identify and share their passion about Intel

2. get people outside the company to care about what Intel does and why we do it, as much as we do.

3. help Ambassadors connect employees to the innovation they enable and consumers to what’s inside Intel

Define the opportunity Share our narrative

Gather the brand love, amplify it, and invite you to feel it and express it any way you want

Intel Ambassadors are the voices of our unified brand story that reveals to the world what we stand for and why they should care.

Video

WHEN DO WE ENGAGE

WHERE DO WE ENGAGE

WHEREConsumers want ongoing, authentic ways to participate with brands. They want to experience your work.

US Asia Region Latin America

Experience Intel Intel Tablet Smart Squad Employee Expos

HOW TO START THE CONVERSATION

DIALOGConsumers want ongoing, authentic ways to participate with brands. They want to experience your work.

TIP 1 TIP 2 TIP 3

Recruit your most passionate advocates

Start with your North Star your purpose

Build movements, not campaigns

TIP 5

Listen, learn, iterate, improve

TIP 4

Inspire advocacy through emotional

connection

LETS TALK

Q&AConsumers want ongoing, authentic ways to participate with brands. They want to experience your work.

LETS TALK

BackupConsumers want ongoing, authentic ways to participate with brands. They want to experience your work.

Adoption Curve

BackupConsumers want ongoing, authentic ways to participate with brands. They want to experience your work.

Rule of Thirds

BackupConsumers want ongoing, authentic ways to participate with brands. They want to experience your work.

• People who will always disagree

Change Adverse

People who are

undecided

Change Neutral

People who agree

Change Ready

The most credible influencers are the change neutral who ask “how” vs. why. And yet they are not change zealots so they have a lot of trust and credibility.

Rule of Thirds

BackupConsumers want ongoing, authentic ways to participate with brands. They want to experience your work.

• It is not about trying to reach thousands with your message, but instead precisely identifying the most influential members of your audience and recognizing them for their value. By directly engaging with them you are indirectly engaging thousands of other people who are part of this influencer’s social sphere.

• We must identify our key employee influencers and identify opportunities to engage with them around their unique messages.

Types of Influencers

Influencers

1. Advocate2. Ambassador3. Citizen4. Professional5. Celebrity

Advocate

Ambassador

Backup

Types of Influencers

Professional

Citizen

Influencers

1. Advocate2. Ambassador3. Citizen4. Professional5. Celebrity

Backup