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3 Brilliant Ways Deloitte Took Employee Advocacy to the Next Level
#DySiWebinar 2@turnroach @robynhannah@aidaahmed
Why Company Communications and
Employee Advocacy Matter Now More Than Ever
#DySiWebinar 3@turnroach @robynhannah@aidaahmed
The Problem Facing Today’s Global Enterprises
Technology has changed the way we
communicate, internally and externally
When companies communicate with employees in a way that
mirrors how we all interact in our everyday lives, employees
will do the same when they engage with customers.
MOBILE SOCIAL LOCAL VIDEO
#DySiWebinar 4@turnroach @robynhannah@aidaahmed
Why Companies Must Evolve
Companies that transform the way they communicate will
have more connected and informed employees.
Those that fail to adapt to a modern method of communications face a
disconnected workforce, struggling to engage consumers. This costs the
company time and money.
74% of employees feel that they're missing out
on company information and news. (Gallup)
#DySiWebinar 5@turnroach @robynhannah@aidaahmed
Since Deloitte launched its employee advocacy
program in 2012, how has the program grown?
#DySiWebinar 6@turnroach @robynhannah@aidaahmed
The Evolution Of A Leading Employee Advocacy Program
Pilot begins with
USOC Sponsorship
Program formalized;
manual email messages
Ambassador
Program 2.0
Transitioning leadership
and growing user base
Dynamic Signal platform
adopted (Ambassador Central)
2012 2013 2014 2015 2016
#DySiWebinar 7@turnroach @robynhannah@aidaahmed
How Deloitte’s Ambassador Program Drives Business Results
720K
Clicks
385M
Social Impressions
7,200
Ambassadors Enrolled
461K
Social Shares
#DySiWebinar 8@turnroach @robynhannah@aidaahmed
How is your team taking employee
advocacy to the next level?
#DySiWebinar 9@turnroach @robynhannah@aidaahmed
Evolving the Ambassador Program
Leveraging Data-
driven Insights
Empowering
Employees
Increasing Active
Participation
#DySiWebinar 10@turnroach @robynhannah@aidaahmed
What insights have helped you revamp your
program and ensure growth and success?
#DySiWebinar 11@turnroach @robynhannah@aidaahmed
Data Mining Leads To A Transformation In Content Strategy
o Analyzed 18 months of data from
the Dynamic Signal platform
o Identified what content resonated
with our Ambassadors
o Shifted content strategy to better
reflect Ambassadors’ behavior
o Average monthly broadcast share
rate increased from 3.9% to 7.3%
#DySiWebinar 12@turnroach @robynhannah@aidaahmed
Changing Employee Sharing Behavior
o Program was previously broadcast email-focused
o Updated content strategy provided an education
opportunity to highlight Ambassador Central
o Employee sharing behavior is changing: now
ambassadors discover content on their own vs.
relying on broadcast content
#DySiWebinar 13@turnroach @robynhannah@aidaahmed
User Surveys Provided Additional Data To Shape Our Strategy
o Collaborated with Brand Research team to develop survey
o The 16-question survey asked employees:
• How and when they shared content?
• What content they preferred to share?
• How easy was it to share?
o NPS highest among our older generation employees, lowest
among our younger generation
o Conducted follow-up focus groups with Millennials to better
address their needs
#DySiWebinar 14@turnroach @robynhannah@aidaahmed
Specific Insights From Our Users
o Top users were those that have the mobile app
o Re-educate and reinforce: strategy, results and process
o Employees wanted more content, but didn’t want to
“spam” their networks
o There may be a ceiling on the amount of content our
professionals are willing to share
o Millennials have specific needs about understanding
personal branding and recognition for participation
#DySiWebinar 15@turnroach @robynhannah@aidaahmed
How are you empowering your employees
to get the most out of your program?
#DySiWebinar 16@turnroach @robynhannah@aidaahmed
Personal Branding Internal Communications Campaign
Kicked the program off in January 2017:
• New Year’s Resolution Campaign: Build Your Personal Brand
• Highlighted engagement win tied to the program
• Continued theme through educational video series
The campaign increased engagement and new signups:
• >1,300 new employee registrations since campaign began
• 56% Ambassadors have shared content in last 12 months
Leveraging additional internal assets and departments:
• Business social media activation
• Partner, principals and managing director communication plan
• Account team and additional social media trainings
#DySiWebinar 17@turnroach @robynhannah@aidaahmed
Educational Video Series
Focused on
addressing
FEEDBACK
Highlighted videos in
INTERNAL
NEWSLETTERS
Tied into other
initiatives around
SOCIAL MEDIA
ACTIVATION
Personal brand
building as a
CONSISTENT
THEME
Leveraging
initial video on
INTRANET
LANDING
PAGE
#DySiWebinar 18@turnroach @robynhannah@aidaahmed
Educational Video Series
#DySiWebinar 19@turnroach @robynhannah@aidaahmed
How have you worked to increase
engagement within the program?
#DySiWebinar 20@turnroach @robynhannah@aidaahmed
Sweepstakes Engineered To Drive Employee Engagement
Goals To Drive Engagement
• Ran monthly sweepstakes
• Random prize winners drawn
• Gift cards and recognition on intranet, newsletter
• Shout out on Ambassador Central Hub
Major Facets Of The Sweepstakes
• Sharing compelling content that engages networks
• Increasing mobile app usage
• Driving traffic to Deloitte content
#DySiWebinar 21@turnroach @robynhannah@aidaahmed
Sweepstakes Results To Date
Round 1 - Reactions:
• Increase of 71% in number of reactions compared to prior month
• Increase of 31% more Ambassadors sharing content compared to prior month
Round 2 - Download Mobile App:
• More than 250 new downloads of the mobile app
• More than 5,000 mobile app shares during sweepstakes period
Round 3 - Clicks:
• In progress
#DySiWebinar 22@turnroach @robynhannah@aidaahmed
Revamped Point Structure
o Gamification was designed to reward employees for sharing
• This caused employees to focus too much on quantity over quality
o Sharing point structure revamped in February 2017
• Points for sharing were lowered
• Points for audience reactions & clicks were increased
o Moved to Quarterly and Annual Leaderboards
o Now exploring new methods of recognizing top leaders
#DySiWebinar 23@turnroach @robynhannah@aidaahmed
What Employees Say About The Deloitte Ambassador Program
“I had over 300 views on a
single article I shared on
LinkedIn! I’m glad I’m
helping play a role in
building Deloitte’s brand.”
“The Ambassador
Program makes it easy for
all of us to build the
Deloitte brand and our
own personal brands on
social.”
“It's one of the fun and
simple things that hits my
inbox regularly.”
#DySiWebinar 24@turnroach @robynhannah@aidaahmed
Dynamic Signal Works With The World’s Leading Companies
#DySiWebinar 25@turnroach @robynhannah@aidaahmed
Learn more at dynamicsignal.com
Explore other webinars on demand, ebooks and videos
THANKS!

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3 Brilliant Ways Deloitte Took Employee Advocacy to the Next Level

  • 2. #DySiWebinar 2@turnroach @robynhannah@aidaahmed Why Company Communications and Employee Advocacy Matter Now More Than Ever
  • 3. #DySiWebinar 3@turnroach @robynhannah@aidaahmed The Problem Facing Today’s Global Enterprises Technology has changed the way we communicate, internally and externally When companies communicate with employees in a way that mirrors how we all interact in our everyday lives, employees will do the same when they engage with customers. MOBILE SOCIAL LOCAL VIDEO
  • 4. #DySiWebinar 4@turnroach @robynhannah@aidaahmed Why Companies Must Evolve Companies that transform the way they communicate will have more connected and informed employees. Those that fail to adapt to a modern method of communications face a disconnected workforce, struggling to engage consumers. This costs the company time and money. 74% of employees feel that they're missing out on company information and news. (Gallup)
  • 5. #DySiWebinar 5@turnroach @robynhannah@aidaahmed Since Deloitte launched its employee advocacy program in 2012, how has the program grown?
  • 6. #DySiWebinar 6@turnroach @robynhannah@aidaahmed The Evolution Of A Leading Employee Advocacy Program Pilot begins with USOC Sponsorship Program formalized; manual email messages Ambassador Program 2.0 Transitioning leadership and growing user base Dynamic Signal platform adopted (Ambassador Central) 2012 2013 2014 2015 2016
  • 7. #DySiWebinar 7@turnroach @robynhannah@aidaahmed How Deloitte’s Ambassador Program Drives Business Results 720K Clicks 385M Social Impressions 7,200 Ambassadors Enrolled 461K Social Shares
  • 8. #DySiWebinar 8@turnroach @robynhannah@aidaahmed How is your team taking employee advocacy to the next level?
  • 9. #DySiWebinar 9@turnroach @robynhannah@aidaahmed Evolving the Ambassador Program Leveraging Data- driven Insights Empowering Employees Increasing Active Participation
  • 10. #DySiWebinar 10@turnroach @robynhannah@aidaahmed What insights have helped you revamp your program and ensure growth and success?
  • 11. #DySiWebinar 11@turnroach @robynhannah@aidaahmed Data Mining Leads To A Transformation In Content Strategy o Analyzed 18 months of data from the Dynamic Signal platform o Identified what content resonated with our Ambassadors o Shifted content strategy to better reflect Ambassadors’ behavior o Average monthly broadcast share rate increased from 3.9% to 7.3%
  • 12. #DySiWebinar 12@turnroach @robynhannah@aidaahmed Changing Employee Sharing Behavior o Program was previously broadcast email-focused o Updated content strategy provided an education opportunity to highlight Ambassador Central o Employee sharing behavior is changing: now ambassadors discover content on their own vs. relying on broadcast content
  • 13. #DySiWebinar 13@turnroach @robynhannah@aidaahmed User Surveys Provided Additional Data To Shape Our Strategy o Collaborated with Brand Research team to develop survey o The 16-question survey asked employees: • How and when they shared content? • What content they preferred to share? • How easy was it to share? o NPS highest among our older generation employees, lowest among our younger generation o Conducted follow-up focus groups with Millennials to better address their needs
  • 14. #DySiWebinar 14@turnroach @robynhannah@aidaahmed Specific Insights From Our Users o Top users were those that have the mobile app o Re-educate and reinforce: strategy, results and process o Employees wanted more content, but didn’t want to “spam” their networks o There may be a ceiling on the amount of content our professionals are willing to share o Millennials have specific needs about understanding personal branding and recognition for participation
  • 15. #DySiWebinar 15@turnroach @robynhannah@aidaahmed How are you empowering your employees to get the most out of your program?
  • 16. #DySiWebinar 16@turnroach @robynhannah@aidaahmed Personal Branding Internal Communications Campaign Kicked the program off in January 2017: • New Year’s Resolution Campaign: Build Your Personal Brand • Highlighted engagement win tied to the program • Continued theme through educational video series The campaign increased engagement and new signups: • >1,300 new employee registrations since campaign began • 56% Ambassadors have shared content in last 12 months Leveraging additional internal assets and departments: • Business social media activation • Partner, principals and managing director communication plan • Account team and additional social media trainings
  • 17. #DySiWebinar 17@turnroach @robynhannah@aidaahmed Educational Video Series Focused on addressing FEEDBACK Highlighted videos in INTERNAL NEWSLETTERS Tied into other initiatives around SOCIAL MEDIA ACTIVATION Personal brand building as a CONSISTENT THEME Leveraging initial video on INTRANET LANDING PAGE
  • 19. #DySiWebinar 19@turnroach @robynhannah@aidaahmed How have you worked to increase engagement within the program?
  • 20. #DySiWebinar 20@turnroach @robynhannah@aidaahmed Sweepstakes Engineered To Drive Employee Engagement Goals To Drive Engagement • Ran monthly sweepstakes • Random prize winners drawn • Gift cards and recognition on intranet, newsletter • Shout out on Ambassador Central Hub Major Facets Of The Sweepstakes • Sharing compelling content that engages networks • Increasing mobile app usage • Driving traffic to Deloitte content
  • 21. #DySiWebinar 21@turnroach @robynhannah@aidaahmed Sweepstakes Results To Date Round 1 - Reactions: • Increase of 71% in number of reactions compared to prior month • Increase of 31% more Ambassadors sharing content compared to prior month Round 2 - Download Mobile App: • More than 250 new downloads of the mobile app • More than 5,000 mobile app shares during sweepstakes period Round 3 - Clicks: • In progress
  • 22. #DySiWebinar 22@turnroach @robynhannah@aidaahmed Revamped Point Structure o Gamification was designed to reward employees for sharing • This caused employees to focus too much on quantity over quality o Sharing point structure revamped in February 2017 • Points for sharing were lowered • Points for audience reactions & clicks were increased o Moved to Quarterly and Annual Leaderboards o Now exploring new methods of recognizing top leaders
  • 23. #DySiWebinar 23@turnroach @robynhannah@aidaahmed What Employees Say About The Deloitte Ambassador Program “I had over 300 views on a single article I shared on LinkedIn! I’m glad I’m helping play a role in building Deloitte’s brand.” “The Ambassador Program makes it easy for all of us to build the Deloitte brand and our own personal brands on social.” “It's one of the fun and simple things that hits my inbox regularly.”
  • 24. #DySiWebinar 24@turnroach @robynhannah@aidaahmed Dynamic Signal Works With The World’s Leading Companies
  • 25. #DySiWebinar 25@turnroach @robynhannah@aidaahmed Learn more at dynamicsignal.com Explore other webinars on demand, ebooks and videos THANKS!