Employee and Brand Advocacy

Launch-Brand-Advocate-Program-01-1

Word of mouth marketing is potentially the most effective driver in a consumer’s purchase decision. Brands are figuring out ways to tap into the communities of happy employees and satisfied customers by encouraging advocacy.  This is my recap of the 1/20 #SproutChat hosted by @SproutSocial & @sprout_sarah

Q1: What is the potential impact that dedicated brand or employee advocates can have on an organization?

  • Increased customer awareness and trust
  • Before they are advocates, ensure the know your message and know how to engage
  • Make sure to build trust by having conversations and not just pushing contnet
  • Too much employee and company generated content can actually hurt you

Q2: What are the key components in setting up an advocacy program for success? And how do you measure success?

  • Your online community is the best place to start – Measure new visitors, members, question volume growth, answer rate
  • Ensure you have a clear message, and MANAGEMENT who live it
  • Encourage employees to blog
  • Encourage employee participation within your online community
  • Encourage employees to participate in tweetchats

Q3: Is it necessary to incentivize individuals for advocacy to happen?

  • Rather than trinkets, explain why you need their help
  • Trinkets are false thanks – tell them the goal & make them part of their process – collect their feedback
  • Employees want to know how they are contributing, show them why their participation matters (and thank them)

Q4: What are some potential negatives around employee or brand advocacy?

  • Talking only about the brand and not providing customer-centric content
  • Employee advocates “defend” the brand online – let it go
  • Too much fluff content devalues the message
  • The over-share of company info: Things not made public yet get accidentally communicated

Q5: Is it always necessary for advocates to publicly disclose any relation with an organization? Legally or morally?

  • ALWAYS disclose you are an employee
  • Transparency = trust

#SproutChat takes place every Wed at 3pm EST – stop by and join the conversation.

Cheers,

Toby

 

 

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