There’s a lot of fluff on the internet today. I know because I’m guilty of writing fluff in the past.
No thinking. No substance. All assumptions.
The barrier to entry to writing fluff doesn’t exist. Anyone can recycle their own or others’ thought leadership with zero effort.
There is, however, a barrier to entry to writing content that’s actionable. That barrier is experience. You can only bullshit your way so far before someone calls you on it or a client asks for an execution plan. Then you may be in trouble.
When it comes to employee advocacy there is no shortage of fluff. The content marketing fiasco filled with writing catchy headlines and linking to less than stellar content is common practice. I am hoping to change that by providing some clarity on the “how” and not just the “why.”
The following slides stem from several years of experience driving employee advocacy programs within large enterprises, starting with my experience at Intel back in 2007 when we managed our program using email.
More recently, we have benchmarked an employee activation model with several B2B, consumer and healthcare companies that works. Of course, every company is different so the model is meant to be flexible enough to sustain and scale regardless of the brand’s size or industry. You’ll find the model on slide 12.
Hopefully these slides will add some value and either help you “sell in” an employee program to your executives or provide you with a blueprint (starting on slide 12) to help you launch yours.
I am also pumped to share that we just launched our own internal employee advocacy program here at W2O (#W2OVoices) with our technology partner Dynamic Signal. It’s currently in beta and will be opening it up to the entire agency before the end of the year.
I’ll also be following up with a more in-depth post about our partnership with Dynamic Signal and what that means for our existing clients and the rest of the market in general.
Hit me back with questions or comments below, or let’s continue the conversation on Twitter.
This post originates from LinkedIn