The City of Las Vegas recently launched an employee advocacy program that offers a great example of how much impact your employees can have on amplifying your brand and offering value to your audience on social media. Since the program’s launch in April 2015, the city has seen: - A 275% increase in overall brand awareness - A 320% spike in total city stories shared by employees - Employees using Bambu now share 10.9 city stories each month At the 2016 Government Social Media Conference, Jennifer Davies (Public Information Officer, City of Las Vegas) and Andrew Caravella (VP of Marketing, Sprout Social) discussed benefits, challenges and implementation of the city's employee advocacy program.

1. What Happens in Vegas:
Reaching Citizens Through
Employee Advocacy
by Sprout Social + @ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016

2. 50% of your
employees are
already talking
about your
organization on
social media.
SOURCE: WEBER SHANDWICK
@ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016by Sprout Social +

3. by Sprout Social +
The power of a single employee.
SOURCE: 2015, STATISTA & DMR
AVERAGE
305 Friends
55% HAVE
300–3,000 Connections
AVERAGE
208 Followers
@ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016

4. Benefits of an Employee Advocacy Program
Increase brand
awareness and
consideration.
by Sprout Social +
Share your news
with high-value,
trusted communities.
Recruit staff,
volunteers and
advocates.
Strengthen
employee
engagement.
@ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016

5. @ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016
City of Las Vegas
by Sprout Social +

6. by Sprout Social @ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016
• Promote tourism.
• Share local news.
• Give accurate information to share.
• Correct media misinformation.
• Increase employee engagement.
• Recruit new talent.
by Sprout Social +

7. • Identifying the right team members.
• Choosing an advocacy platform.
• Training employees.
• Enacting a robust content strategy.
by Sprout Social @ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016
+

8. Since the program’s launch in April 2015, the
city has seen:
• 275% spike in brand awareness.
• 320% spike in employee shares.
• 10.9 stories shared/user/month.
@ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016by Sprout Social +

9. 3 Key Learnings
You Can Implement Today
@ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016by Sprout Social +

10. by Sprout Social
Empower your employees.
• Advocacy is an opportunity to go above and
beyond—it shouldn’t feel like a mandate.
• Encourage your employees to share the
work and news they find most exciting.
• Provide the right tools to enable them to
communicate with their networks.
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11. Find relatable content.
by Sprout Social
BLOG.COM
World News
• Learn what content different teams
want to read and share.
• Utilize a platform to track results of
internal and external performance.
• Be receptive to feedback and adapt
content over time.
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12. by Sprout Socialby Sprout Social
Identify internal influencers.
• Find employees who already use social
media professionally.
• Involve them in brainstorming and
training.
• Leverage involvement to build buy-in,
increase program adoption and drive
social sharing.
@ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016by Sprout Social +

13. @ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016by Sprout Social
"Employees are the most believable resource
out there. When our employees are turning
around and sharing a media story, it's more
credible, because people identify more with
people than with a city seal or city hall logo.”
JEN DAVIES, PUBLIC INFORMATION OFFICER CITY OF LAS VEGAS
+

14. by Sprout Social +
Jennifer Davies Andrew Caravella
@jendavies26 @andrewcaravella
@ANDREWCARAVELLA | @JENDAVIES26 | #GSMCON2016