We sat down with Tiffany Hsu, Manager of Social Media Marketing at Salesforce to explore how her team has built their ambassador program of 7,000+ employees and counting. On this webinar, our Director of Marketing, G.I. Sanders joined Hsu on a webinar covering their biggest insights and successes.
The Social Media team at Salesforce wanted to find ways to connect with and empower their employees to broadcast important company news. Its employees were already active on social media, they just needed the right content, and a safe and easy way to share it. Hsu and her team partnered with Dynamic Signal to develop a program that was centralized, offered tailored content, and provided their employees with an opportunity to grow their own persona networks.
Now, with over 700M impressions and 750K shares on social media, Salesforce’s ambassadors serve as a driving force in their brand awareness efforts. Because of their success, we wanted to explore their biggest learnings and advice Hsu has for others who want to scale a similar program.
Here’s a few tips from Salesforce on how to empower your employees through advocacy:
1. Establish employee advocacy as a systemic program.
Although employee advocacy lives within the social media team at Salesforce, the entire organization, including public relations, communications and marketing, were all a part of the growth. It’s a bit of a chicken and egg situation, but advocacy fuels growth and systemic support fuels advocacy. Creating a truly impactful employee advocacy program requires the ability to see how advocacy can impact multiple aspects of business, and getting stakeholders bought in across the board is essential to the support of that program.
2. Empower employees through opportunity.
Employee advocacy at Salesforce is encouraged through education. Hsu and her team provide training for its employees on everything from policy to how they can grow their own social media networks. Creating a community around advocacy is a driving force for growth and it seems to be working as they’ve generated more than 1.4M clicks and 730M social impressions through their program.
3. Understand what content works best.
Hsu’s team continues to gather insights on what content resonates the most with employees and attributes this awareness to their success. Identifying content that is most likely to be consumed and shared is key in scaling their program. Although much of the content they share is provided by the content team, Hsu and her team are responsible for creating that feedback loop that highlights what content is most successful and how other teams can work together to feed more tailored content to their employee base.
To learn more about how Salesforce launched and grew their employee advocacy program, check out the slides below.