In the latter part of my career, I focused on a lot of programs like influencer marketing and employee advocacy, that focused on empowering and enabling internal and external advocates. The objective was pretty simple- scale a team by growing an army that can cover more ground than you could in a day, week or month. Not your typical objective for programs like these, but that’s because I’m looking at it from a different and more realistic perspective. That is when an organization will not provide support or the budget that you need to scale programs like social customer support or influencer marketing. It doesn’t matter how big or small you are. At some point, we are all plagued with having to prioritize profit margins over the sanity of a team or even yourself. That’s why in order to scale you have to empower and enable others. In this blog, I’d like to tackle employee advocacy first.
Employee advocacy is probably one of the easiest, dare I say, ‘lowest hanging fruit’ and probably the most impactful way to extends a company’s reach and brand presence. An added bonus is that you eventually see that the employees digital behaviors have evolved. It’s like those proud parenting moments as your kid grows up. By enabling your workforce you have also empowered them to have the courage to help the brand. Having this kind of presence across the globe shows the community that the brand is more than just the CEO or the account manager that they deal with day in and day out. Customers, partners, and prospects are now dealing with an army of advocates that have shown their genuine intent to help them through thick and thin. So, let’s talk about how you can create an army of advocates.
You can start by making a ‘one size fits all’ training presentation. In this presentation you will want to cover the following fundamentals:
Next, you’ll want some kind of reward system and fun contests that will continue to encourage employees to participate. The great thing about employee advocacy platforms is that they have the analytics and tools to help with this. It is definitely a lot harder to execute a contest without a platform that has the ability to track performance. I think we’ll save this topic for another blog, as we have just covered a lot of ground.
In the meantime, you should have a good place to start building your army. To help get your training presentation started, I’ve created an easy to use template based on the outline provided above. Remember as you go through this process you will need to continue to educate, encourage, and acknowledge your advocates as they embark on this journey with you. There’s nothing like the feeling when an advocate shares a story of their most recent social engagement. It’s definitely a proud ‘mama or papa’ moment.
Hope this blog was helpful. Please share any questions, feedback or general thoughts in the comments below. Would love to know what you think!