Altimeter Group Partner and Industry Analyst Jeremiah Owyang, H&R Block Director of Social Business Strategy Scott Gulbransen, and Expion VP of Strategy Zena Weist presented “Empowering Employees To Be Brand Advocates” earlier this month. Jeremiah kicked off the webinar by defining what employee advocacy really is and introducing an employee advocacy framework.
He then shared pragmatic use cases on rolling out an advocacy program, walked through research on best practices and pitfalls from leading brand programs and discussed how to measure success. Scott shared his social media team’s strategy in launching an employee advocacy program to 90,000 tax professionals across 10,000 retail offices.
H&R Block’s case study is one of the few formalized employee advocacy programs for large Fortune 500 companies. Zena highlighted two key elements of employee advocacy in social media: 1) Content marketing and 2) Gamification mechanics, then walked through the benefits of Expion’s employee amplification browser plug-in, Social Advocator.
Listen to the recorded webinar:
Here are the webinar slides:
Want to learn more about Expion’s Social Advocator? Set up a demo today!
Zena Weist is the Vice President of Strategy at Expion. She is an integrated media strategist with over 17 years of executive leadership in online marketing on both the agency and brand side, providing digital communications and social media strategic counsel across a portfolio of Fortune 500 companies. Zena has led award-winning interactive teams at Edelman, H&R Block, Sprint, Hallmark and Embarq, providing leadership in online brand engagement, digital strategy, and integrated marketing communications. When her fingers aren’t on the keyboard, Zena is playing with her family of four active kids plus one adorable husband or trying to sneak in a run.
This post originally appeared on Expion’s blog
