Since 2012, Deloitte has engaged thousands of employees to advocate for the brand on social media and build their personal brands. By training, coaching and gathering feedback from their ambassadors, they have grown and matured every aspect of the program over the past four years. It has evolved into a critical component of their marketing strategy, driving awareness for the brand and producing results that have impacted the bottom line.
Turner Roach, Social Media Marketing Manager, and Aida Ahmed, Marketing and Communications Lead, from Deloitte Services, LP discuss the evolution of Deloitte’s leading employee advocacy program.
• How to promote the program internally to re-activate employee participation
• How to educate employees on personal brand building so they understand the value of it
• How they have altered their content strategy to ensure ongoing growth and success
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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
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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)
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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
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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%
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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
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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
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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
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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
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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
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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
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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
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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
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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.”