Post on 08-Jan-2017
What Happens in Vegas: Reaching Citizens Through Employee Advocacy
by Sprout Social + @ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016
50% of your employees are already talking
about your organization on
social media.SOURCE: WEBER SHANDWICK
@ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016by Sprout Social +
by Sprout Social +
The power of a single employee.
SOURCE: 2015, STATISTA & DMR
AVERAGE 305 Friends
55% HAVE 300–3,000 Connections
AVERAGE 208 Followers
@ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016
Benefits of an Employee Advocacy Program
Increase brand awareness and consideration.
by Sprout Social +
Share your news with high-value,
trusted communities.
Recruit staff, volunteers and
advocates.
Strengthen employee
engagement.
@ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016
by Sprout Social @ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016
• Promote tourism.
• Share local news.
• Give accurate information to share.
• Correct media misinformation.
• Increase employee engagement.
• Recruit new talent.
by Sprout Social +
• Identifying the right team members.
• Choosing an advocacy platform.
• Training employees.
• Enacting a robust content strategy.
by Sprout Social @ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016+
Since the program’s launch in April 2015, the city has seen:
• 275% spike in brand awareness.
• 320% spike in employee shares.
• 10.9 stories shared/user/month.
@ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016by Sprout Social +
3 Key Learnings You Can Implement Today
@ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016by Sprout Social +
by Sprout Social
Empower your employees.
• Advocacy is an opportunity to go above and beyond—it shouldn’t feel like a mandate.
• Encourage your employees to share the work and news they find most exciting.
• Provide the right tools to enable them to communicate with their networks.
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Find relatable content.
by Sprout Social
BLOG.COM
World News
• Learn what content different teams want to read and share.
• Utilize a platform to track results of internal and external performance.
• Be receptive to feedback and adapt content over time.
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by Sprout Socialby Sprout Social
Identify internal influencers.
• Find employees who already use social media professionally.
• Involve them in brainstorming and training.
• Leverage involvement to build buy-in, increase program adoption and drive social sharing.
@ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016by Sprout Social +
@ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016by Sprout Social
"Employees are the most believable resource
out there. When our employees are turning
around and sharing a media story, it's more
credible, because people identify more with
people than with a city seal or city hall logo.”
JEN DAVIES, PUBLIC INFORMATION OFFICER CITY OF LAS VEGAS
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