Webinar:
Measuring the real impact of employee advocacy

Everyone.

Welcome to this webinar.

I'm gonna wait a few seconds to let everyone join.

In the meantime, I'm maybe gonna introduce myself quickly.

My name is Camille, and I work for Emacify as a content creator and copywriter.

I'll, guide you through day today, through this webinar on how to measure the real impact of employee advocacy.

And I'm joined here today by, Luca Bozzato, LinkedIn expert and founder of Talent in Acquisition.

Maybe before we get started, Luca, I'll let you introduce yourself quickly. Yes.

Do that better than me. Thank thank you, Camilla. I'm Luca Botatto, as you said, and I've been doing LinkedIn since two thousand and twelve. So it's been twelve years in the making.

We have a small company, and we're focused on, employee advocacy and brand communication, solely on LinkedIn, because it's a really a a gemstone for, all the companies out there, especially b two b. But, b two c is kinda strong on LinkedIn right now for various reasons. And we came across, Massify board employee, Brenton Day. Thanks to Rick, and Rick introduced me to Camilla.

Camilla. And, it's a pleasure to join forces and talk about one of the hottest topic in my mind right now, which is leveraging the power of your employees to expand brand communication and, you know, attract candidates and attract clients. And this is a cool joint venture between our software helps you scale, your employee advocacy efforts and a deep dive on one of the best platforms to be an an advocate on, which is LinkedIn, both for your personal and, of course, your company efforts. So I'm really excited to to see, where this is going, and I hope that you're all excited as well.

Yeah. I am definitely am excited, to be here and to have you here with us, obviously, for the webinar.

I would say before we jump into the thick of it, let's maybe, take a look at what we're gonna talk about today.

So we divided this webinar in three main chapters.

I'll first give a quick introduction on how to measure the impact of advocacy, and, we'll talk about specific metrics that we think are very important to measure and track the value, and the impact your employees are having.

Then I'll leave the floor to Luca to talk about LinkedIn and LinkedIn KPIs, and then we, or I will close with, a quick look at, some models, some really actionable, customer stories from clients of ours, and we'll see how they are getting started, in their advocacy journey and also how they, scaled.

So I would say let's let's start.

So when we talk about, measuring impact and measuring the impact that your employees are having, on social media and beyond social media, obviously, so how to measure the performance of your program.

We normally talk about two kinds of metrics. We have engagement metrics on one side and sharing metrics on the other.

Engagement metrics, give you insights into the performance of your program in relation to your content and to your members.

So you can they give you insight into how engaged your, your employee ambassadors actually are with your content and in general with your program.

And, you can track the performance of the program. You can get insights into interactions and the activity of your members, and you can collect, obviously, individual member data, so they can identify your most active employees.

And three important engagement metrics, we, we always recommend tracking our content interactions, so the number of interactions per type of content, let's say.

And that's important because it tells you how active your ambassadors are, but also what kind of content they prefer to consume.

And and that's important to tailor your strategy to that and see what they react to best.

Then we have conversion rates, which is the number of interactions per view, and that, again, gives you an insight into how active they are. So not only do they view your content, but do they also interact with it? Do they also share it? Do they also do what you're asking them to do as ambassadors?

And then we have engagement value, which is an estimation of the monetary value generated by the interactions of your members.

And, again, this is an important metric we can that we can calculate, that we can track in the Ambassify platform, but, yeah, we'll take a look at that later.

And then we have, sharing metrics. These are also crucial to track, if you wanna track the performance of the content that your employees are sharing on social media.

So, important metrics are potential reach, click cost, and ROI.

Potential reach. What is the reach? That's the number of people that are reached by your content, obviously. And the potential reach, is a very impressive metric.

It's gonna be the very important one, obviously.

And why is it that important? Because, LinkedIn research, shows that on average, your employees collectively have ten times more connection than you as a company have followers.

So naturally, every time your employees share content or your content in this case, they will automatically reach a much, much wider audience and will allow your content to reach a much wider audience, which obviously impacts brand visibility, awareness, brand presence, and in general, your perception online as as a brand and also as an employer.

And then we have click cost, which, again, it really it's just a hard metric, very important to track, shows the direct impact of your employees' efforts.

So, an estimation it's an estimation of how much the clicks that your employees generated would have cost you through traditional advertising. So, again, it's a very direct, number. It's a very hard number that lets you see very concretely what they're generating, what impact they're having on your marketing strategy.

Before I leave the floor to, to you, Luca, I wanted to quickly go through what we can do with Emvacify. So the engagement metrics we talked about and the sharing metrics, are both, trackable, measurable on our platform, and they are collecting to suit two sets of reporting. So we have the engagement report where we can track, general you can where you can track the general statistics on all campaign types within Emacify. So you're not only going to track here. You're not only going to see what, the impact of the social shares is, so of your employees resharing your content, but all per but the performance of all campaigns. So, I'm talking about surveys. I'm talking about feedback campaigns, ratings, polls, ideation campaigns.

So any any type of interaction, can be tracked here, and you can see campaign views and unique campaign views, interaction, conversion rate, engagement value, like we mentioned before.

And then the second set of metrics is the sharing metrics are tracked in the sharing reports.

It shows more specific information about these campaigns and allows you to track the sharing behavior of your, employee ambassadors.

So you can track frequency, what channels they mostly share on, and the traffic generated by your employees.

So these two can be can be found in your in the Emacify platform, and you can also build your own custom reporting on our platform, and select the metrics you wanna track and track them on the platform itself.

So I'll, give the mic to you, Luca, to continue on, LinkedIn KPIs.

Thank you. Thank you, Camilla. And it's always a pleasure to see this hard data. As, I said to you many times, I'm a numbers guy.

So when I see numbers and I studied philosophy, but I love an Excel spreadsheet. So when you present to me something that's even more advanced than an Excel spreadsheet then you can track in real time, those things. It's really, really cool. And I also love that this can open up conversations, in inside the company.

So how we're doing, what we can do to, you know, scale things better, and how, we can, you know, motivate people to go on and be better ambassadors. Because with LinkedIn, of course, you can do that, but it's very limited in its potential because for, of course, safety and privacy reasons, you cannot, in many cases, see what your advocates are doing. So you cannot, go to their profiles and see the number of impressions. So in the companies, there's this messy Excel spreadsheet when each advocate has to put their own, you know, numbers of impression per month, which is not accurate because some of impression are in the next month.

But if you publish a post on the last week of the month, those impression are gonna carry out on next month. So it's it's basically, I'm sorry for the French, not very, tidy. And this is a neat situation, to and and I need software to track things down and can do many things. And I love the demo that you showed me.

So if in the chat someone is not yet, you know, be aware of that. Please go to the Ambassify website and, have a look at that because it complements what we're saying and what I'm gonna say about LinkedIn as well in a very, very, nice manner. You mentioned a great statistic, which I didn't know that many people were aware of on LinkedIn that says that your employees average a total of ten, times the connections of your company pages. So it was dubbed as as in the niche LinkedIn community session as the ten x two x rule.

So it says that your employees have an average of ten times the followers and are more like two times more likely to share, what, you what you do as a company page, and and have five times more reach and eight times more engagement at a company page. So if I were in the shoes of a CMO and I was looking to do something on LinkedIn, I would, of course, invest in employee advocacy because that's the best bang for my buck. Like, if I invest in a company page, I get maybe one for the cost of one. Like, it's okay.

It's a good ratio. But, you know, just for awareness, etcetera. If I want to do an investment that pays ten times the dividend, then I should do employee advocacy. I should reach out to my HR colleagues.

I should, help them understand how to select a pilot program to run this thing and then, meet meet some tech partner to scale things up. But let's let's take it from from the bottom and and help companies that are not yet in this stage understand what they can do on LinkedIn and how they can track and measure or how they can justify the investment to to the board. Or if they just made an investment and, like, a pilot program, I can justify then scaling the this pilot program.

That statistic, was and and is, yeah, today still, a great statistic, and we can turn that around in another way and and say like this. If my employees have ten times my network, that means that ninety percent of the brand impression of LinkedIn don't come from the company page. Ninety percent of the brand impression or the total brand impression that a brand receives on LinkedIn are actually, from the, content that the ambassador put out and from the profile, the little logo on the company, on the people's profile, on the employee's profile on LinkedIn. So that means that if you are working with your company page on LinkedIn, you are missing out ninety percent of the untapped potential on the platform.

And that's something that maybe some HR, professional is aware of, some CHR is aware of, but it kinda, you know, lacks in comprehension for for many CMOs. Like, they are used to, you know, curate the the corporate communication. Maybe they know that now they have to put a CEO or CMO on LinkedIn, but they kind of don't know that ninety percent of the end up communication potential of a company on LinkedIn is elsewhere. You have to have your brand advocates online.

And sometimes I see companies doing some mistakes and not setting the right KPIs for each stage of the journey because there are companies that are starting out on LinkedIn and companies that already have a huge presence on LinkedIn, but maybe they kind of inherited that from past, top managers. And now they are kind of struggling to understand the right direction to go on LinkedIn. So, I I kinda want to break down, quickly all these, things in, like, ten minutes, in stages from awareness to lead generation and candidate journey, to understand how to set up properly the KPIs for each journey and maybe have a a little effort value formula.

I I I can understand if I'm going in the right direction. And do we have that the kind of formula to calculate, our KPIs during this process? And it's kinda a mixed, you know, a mixed situation. Like, the formula serves the more, like, nerdy type like me, but, especially, we want to narrate things inside the company.

So the first thing that we have to do on LinkedIn is understand if we are equipped to start with an employee advocacy, program or to scale an employee advocacy program. Like, it's easy enough to get ten, twenty well motivated people to speak for a company on LinkedIn and have their personal profile, like, done so in a way that's, very cool and and represents the company, but scaling is another matter. And, the the employees we we seen that when scaling, this partnership program, the employees need to know that the company is there and the company actually has a plan for the channel and has a plan for LinkedIn.

And that plan is communicated sufficiently well enough inside the company. So first thing to ask is, do we have a clear narrative on the platform? Like, are are we telling something, or or are just posting something on on LinkedIn? And is is there, like, a slogan, a a a quick way to understand what's the editorial plan, for the company page and the corporate page on LinkedIn?

If we have keywords, if we have values, if we have something, that can help articulate better our vision, the more material we have, the better.

If we have a narrative, are our employees aware of that? Like, we we we train do we train our employees to understand what's a narrative? Or is it clear enough that people can follow without being trained on? Because we actually have that written on paper somewhere, and we follow our plan, like this.

And and then we have to ask ourself if the, right eyes are on that platform. So one of the first base metrics is to understand the percentage of the employees connected to your company page versus your total employee base because employees are, again, more likely to share stuff from their own company. They trust their own company. All the adamant trust barometers, of the case in the past five years all tell us that employees increasingly have trust in their CEO in their company.

So, are my employees connected to the company page? Are they connected to my top management? Are they connected to my CEO? And this is, done visibly enough well because LinkedIn has an advanced search feature, or you can use your recruiter to understand if your employees are connected to your company page and your top management.

And so it's an easy enough metrics, to to follow. And then you can measure employee interaction. So do we train our employees on LinkedIn? Do we have some kind of guidelines policy to help them having a profile that's, you know, easy enough to read, and actually represent the company while being respectful to their, of course, professional history.

So the first thing we we should do is, having a brief assessment on, on this kind of base metrics. Like, are our employees aware that we exist on LinkedIn? Are employees aware that we have a plan? And are they trained?

And are they following, what we do on our corporate page? And the EV formula is really simple. We have to take our number of employees for a thousand, which is the, you know, baseline for, content on LinkedIn. So if each one of our employees, by the end of the year, would publish one single post that does a thousand impression on LinkedIn for each month, so, that's that's by twelve.

How many impression could we gain from this in organic? Of course, this is a ballpark number. Not everyone or our employees are going to do that, but many, are going to publish more than one post per month. So let's take that as a baseline.

So if we do this, so if we invest just in communicating and basically training our employees on this, we could have x number of impression more. So you take the number and then you take the number of yearly impression of your company page and you say, okay. Maybe that's worth the effort because we will be, effectively doubling our production or content production and the eyes of our content in a, in the next year. So that's the first thing that we have to do before, you know, going into the next step, which we are going to do in a bit.

So, talking about, organic reach. So that's the best way to effective effectively double, your content production because your content capabilities actually cap out at the max during the year for several reasons.

Like, you have x amount of people working on your company page, on your content calendar, and you can put out a certain amount of number of content during the week, during the day, during the year. And even if you have an external agency that does that, you are bound to the budget that you give this agency to produce x amount of content in x amount of year. So how do you scale that? Well, do you scale that by having your employees not just reposting your stuff, which is something you can do, but actually creating the wrong content, like employee generated content that effectively, you know, raises the bar, the cap in which you can communicate.

So think, I know it's a it's a bit it's gonna raise on my eyebrows, but think in some way as your employees as an extension to your content calendar. Of course, you cannot, you know, talk, order your employees to publish anything. You can train them and you can using software and tech partners, you can invite them to be more active. So that's something you have to keep in mind.

You cannot order them to do anything. But if you succeed in that, and of course, again, there is a nifty solution that you do that, you will effectively double your posting frequency. So at some point when you have clarity, so you are aware of what is going on and your employees know what you're doing, you can start tracking different metrics that are more related to, more content related. So you can track posting frequency.

So how many, how many number of content the advocates actually publish per month. Then you can start, tracking the eyeballs. So you can start tracking how much these amounts in terms of volume of impressions per month, and of course, per year, if that's your, time frame.

And you can all you can also, you know, start tracking growth in terms of network. So if your employees have a bigger network, that means more eyes on the profile. That means more eyes on the logo of the company page. That means more eyes on your web page and such and such and such.

And I think in this case, you can also track more relevant metrics to your thought leadership, goals, objectives. So you can start tracking, the growth of follower of your CEO and your top manager management if they are active on LinkedIn and they are publishing thought leadership stuff, on the platform. And then you can, circle back to what Camilla was saying before and assign a monetary value to all that and say, okay. We did all of this and we spent x, but not also we spent x.

We saved x, because we would have, you know, put in place other initiatives that cost us money to reach the same amount of goals.

So it it was a great moment to do employee advocacy that was a better investment. But if you do not track this, of course, if you don't have the, the ROI to, to to give to go into a company, to your CFO, and to a CEO, MO, to your CEO and say, look. We did a great project. So start tracking all these things because all these things have a monetary value attached to that.

And even if you don't attach a monetary value, that means basically doubling your production. So that means that with, the the same efforts that you put in your calling content calendar and the same team, you effectively double the productiveness of your team, which is in itself, a metric. Of course, that means that you don't have to go to another agency and ask for another content. That means you don't have to go to do advertising to push that kind of content.

That means you can spend your money elsewhere. And it has a great fringe benefit of keeping your people happy because they feel part of the company. They feel part of something. They contribute, and they are less likely to leave the company.

You know, LinkedIn is always seen as the place where you go when you want to change work and change job, and, you know, you put your resume, out there. But this is a great way to retain your employees, so you add that to the benefit, of having, you know, saved, money. And the EV formula, it is pretty simple, and it's similar to what Camilla was saying before. So you multiply your organic reach per your average CPM, so the cost of your advertising, and said, okay.

We did this. We spent this, but we saved x, in terms of total impression and what would it have cost us to have the those impression. And I know Camila is going to have a great case history soon, so I won't spoil anything because it was really, really great.

Then we can go to the next step, and we can attach some more hard metrics.

And and this is really for more advanced companies, which already have a pilot program in place or already scaled their employee advocacy, efforts. But it's very good, because these are some metrics that you can track even before the metrics that we talk about. So kind of chronologically, they come after, but but you you can have them more easily, in the company. You can also attach hard metrics, in the customer journey and in the candidate journey that we talk we will talk about in in a bit to understand, the monetary value, of the traffic that you are gaining from LinkedIn.

So the, KPIs before were more were quantitative, of course, but, now we are getting more into the qualitative aspects of the KPIs. So, of course, LinkedIn can impact several steps of the customer journey, from raising awareness on a specific topics, having thought leadership. So, you can attach monetary value to impressions, but you can also understand the quality of the traffic that LinkedIn is driving to your website that's filling out forms, or, that's also, I don't know, contacting your vendors or your salespeople on LinkedIn because that happens when you have sufficient awareness on on LinkedIn.

So at a certain point, you can really go micro, and, have some campaign or product related content that you can track those.

You can have thought leadership metrics. So let's say you have a product manager and that's your ambassador and you want to raise awareness on the specific of the product or on the sustainability sides of the product, and you really want some eyeballs on that. And so you can, you know, niche down some specific metrics for that, and so you can start to think more, like, on a campaign level and on on a, you know, because it big picture, level. And, of course, if you do some advertising campaign or you do some content that directly, puts traffic, to your drives traffic to your website, You can also URL track like you do with other campaigns.

So you can basically say, okay. I want to track the metrics of this particular, URL, and and understand how that campaign on that profile is driving traffic. So really niche, really micro. Not many companies are doing that, but it's a good way to be thinking about the possibilities of LinkedIn.

And then you can measure the number of leads. Say you want to, have some ambassador talk for about two months on the sustainability feature of a product, and you put out content, and you help the product manager put out content on that, and you track the metrics, and the the metrics lead to a landing page on a website. Then they have to download an ebook or a white paper or something. Then you can measure the number of leads.

You can understand how much money, did that lead cost, and then you can have a great EV formula that's number of lead per average customer lifetime value. So you can really say, okay. Those impression were good. Now those impression generated me x number of leads, and so we can understand how to improve that number.

And then the those lead have a customer lifetime value associated to that. So, not only did you save money, but you generated enough value to understand that you can invest some more into that and, you know, have a virtuous cycle of of stuff. So assign some monetary value, understand how much are you saving in terms of impression, ads and retention adding to the mix. And then do some campaigns that's actually targeted at driving traffic, driving leads.

And assign some forecast value, some sales value to that and say, okay, not only did we save money, which is a good metric by itself, but we also started to generate value and and money. And this is the more, clearer, the the more we go into the next step, which is the candidate journey because LinkedIn at its core, it's, it's an HR platform. So, yeah, you can use it for marketing, of course, b to b marketing, for example. B to c is using LinkedIn as well as as we as we said before. But the core of the of the platform is really the candidate journey, DHR. So, having good people come to work for you, and having good people come to work for you costs money usually.

You have to, tell people that you are a good fit for them, and you're on LinkedIn. So the vast majority of people already have a job. They're on the platform to network with other professionals.

Some some communication, and you have to target them, and you have to say the right things, and you have to maybe entice them a little bit, and you have to have your advocate that say, wow. Wow. It's really great to work for this company. I can wait to join us because there's a it's great opportunity, blah blah blah.

So, really, that's the core of LinkedIn, and that's where the companies are spending money. So LinkedIn makes its money, with recruiter licenses that helps company attract and retain, top talent talent. And these are one of the most, easier KPI to have in a company, because you can just go to your talent acquisition department and ask for them because LinkedIn, provides this kind of data for them in their quarterly business review. So it's something every company with a LinkedIn recruiter license has, but not many company actually uses it.

So you can understand how much a candidate costs actually, on LinkedIn, by, you know, tracking this kind of metrics. And with this kind of metrics, you can understand and track really each step of the candidate journey on LinkedIn. You can understand how the talent flows from company to company, so where you gain talent and when you lose talent, or or vice versa.

You can start tracking how much of your talent pool is actually following the company before the employee advocacy and after the employee advocacy.

Many companies also have some some people that they are looking to hire, like, over and over again. That's the the core of their workforce. So you can really understand who they are and, how they feel towards your brand, and you can start to track those things in LinkedIn, and in your software, and then do some campaign and understand if that's, you know, become better and you actually are more present in your talent pool and your talent pool is more engaged towards you, you can start looking at the applicants. And if more of the applicants actually follow your company and and engage with your content, that means they are aware of your company brand and all these things you can track in Talented sites and in the recruiter license, etcetera. You can look at the average number of job application that you do before doing the advocacy or after the advocacy. You can look at the total number of application per year.

So or per or per application. So if the number increase, that means that awareness has gone up and the people actually want to, work with you. And that's not only with us, but with, advocacy as well. And then you have the core key metrics of talent acquisition, which are direct hires and influence tire, LinkedIn candidate quality, time to hire, and cost per candidate.

And you can really start to track this thing down and directly tie them to employee advocacy efforts. You can also generate some links for the advocates to promote job post so so that when the application comes in, the job post is directly related to the advocates. So you can have some reward in place to do that, and you can tie that to referral program, and it's very cool and easy to do. But the useful metrics here are very, very hard metrics, which is direct hire, the number of people that actually applied on LinkedIn and follow through the application process and were hired by the company.

And the influenced hires. So people that maybe, not directly came from LinkedIn in terms of, hires, but they did not apply on LinkedIn. Maybe they did apply on a job site or a career fair, but they were influenced by LinkedIn. So they were following your company, prior to apply to other website.

These are the numbers that every company with a recruiter license, should have access to. So So ask them, and then multiply them for the average agency fees and say, okay. We invest excellent LinkedIn this year, and this was the saving that we have with the agency so we can invest that in in, in more useful ways, except, other employee advocacy programs, etcetera, etcetera. And these are usually because because companies with, tens or thousands of employees, this this cost the average agency fee cost is going really up if you cannot find the the people with an internal recruiter.

So I hope this, you know, overview of things we can do with LinkedIn is is cool. And I hope that for each step of the journey, you have some useful metrics to understand how to put in place, and you have great conversation in your company about, that. I want to, I want to close and give back the, the mic to Camille again to talk about the case history, and I'm really excited to do that. I already saw a spoiler as so they're gonna be good.

And, I I want to share something that I'm being proud of, you know, I've been proud to work on on this project, which is the case of Lidl Italia on LinkedIn. Lidl, of course. It's a big company. You all know what it does. And we started the journey, with a clear goal in mind. So, working in a retail supermarket was not sexy.

People did not want to work for the company. And so, the company did have a reputation issue because many people believe that the company was only, you know, shelving stuff, in in the shelves or downloaded boxes or, you know, operating cash register. But the company is so much more than that. So, they were able to really use the power of LinkedIn and the power of brand brand ambassadorship, now extended on other channels, to really say, look, we we don't want to say that we are a great company, a great place to work, blah blah blah.

Like, it's everyone is doing that. No. We want to enable our people to share their work stories, and we want other people that read these work stories to, you know, make their own mind about who we are as a company by the voice of the people that work with us. And maybe maybe we can convince enough people to say, okay.

I'm happy to see x y z publishing this on LinkedIn. I think that I may have misunderstood what the company is for, and maybe I will give them another consideration.

And in just one year of doing that, so in just one year of enabling people to so we we we recreating a narrative, and we enable people to speak their truth about their work. And in just one year, the studies show that people went from considering a little, not so great place to work to assign words like career prestige, to those kind of job opportunities. So we really turned around, the conception of Lidl as an employer, thanks to the people that work with them. So really, enabling employee advocacy is something that you can hard measure and you can hard track.

And that's something that brought this, retail company from, you know, thirty ks people on LinkedIn following to the most followed brand, at least in our country, in the in our industry. So give them a follow, give them a like and subscribe, as they say on YouTube, and, you know, try to understand how they work, how they communicate, and how you can integrate this in your employee ambassadorship effort. So hope it was, you know, illuminating in some way, and it was useful. And I'll give the mic back to Camilla.

Thank you. Thank you. Yeah. These are, like, really impressive numbers, and it's really impressive work, that they did, that you did with them. It's, it truly shows, like you said, the the power of the voice of your employees when you when you allow them to find their voice and use their voice to talk about their experience, their work experience. That really makes a huge difference.

Another customer that I wanna talk about, again, a very a very effective, case of scaling advocacy of how you can start with a more straightforward case, but then grow your program, internally is Renui. They are a, waste to product company. They are active in different countries in Europe, including Belgium, and the UK, for example.

And, again, they also started working with us a few, years ago and, moved from a social sharing situation, from a social sharing use case, where they would provide content, just provide content to their employees.

They started scaling, opening up the program, and one of the things that they did was provide internal training. Like you said earlier, Luca, it's important to make sure that your employees are aware of what you're doing, but they're also but also that they know what they are doing as ambassadors. What is expected of them? How can they improve?

And what Renewi is doing is providing online workshops, on, for example, on social selling or on how to optimize your LinkedIn profile, how to be how to write better LinkedIn posts, for example, how to create your own content.

And that's both in the form of Indeed Little, workshops, but also in a very practical tips and tricks, campaigns, for example, like this one.

And they provide support, for their employees. So employees who want to be ambassadors aren't always at the same level. There's the ones that are more skilled content creators that won't, you know, won't, feel intimidated by creating their own content, writing their own posts from the first day. But there's also gonna be the ones that are gonna be intimidated, that are less confident, and this is, you know, providing them with or helping them upskill themselves, feel more confident, and then get to the point where they can create their own posts and use their own voice to, to tell their stories.

To open up they they also, like I said, opened up the program company wide and, to to expand their ambassador base. They asked current, employee ambassadors, current advocates, to invite other colleagues who weren't, advocates yet. And they they got two hundred new members in less than two days, and they're, currently over they currently have over five hundred members, active on the platform. So, again, impressive results, for, you know, just one campaign.

It show it really shows, you know, what you can do with the platform or you can do with your employees, actually, the the power of of their their own voice, inviting, being advocates internally within the company and encouraging other people to, to also join.

Also, a couple of years ago, they also introduced, gamification in the platform, which basically means that every time an ambassador interacts with the campaign, they gain points. They are ranked on a leaderboard based on those on the collective amount of points they have, and they can claim rewards. They can claim prizes, with their points.

Again, a very, nice recognition system that they that they introduced.

It increased motivation, increased activation.

They saw results, immediately. And, you know, this is not something that can work, for everyone, but it it has been working for them, and it can work with for a lot of companies.

So, again, a very nice example of, taking your program to the next level. And then lastly, as a waste of product company, they've also been focusing a lot on sustainability, sustainable commitment, and initiatives, and they've also been involving their employees in them.

And, again, this is a way to both raise awareness about those initiatives and that commitment, but also a way to build culture internally and to generate interest and and involving employees in this, in this practice indeed.

The last case I wanna talk about, the last client I wanna talk about is, Danone.

They are only, getting started on their advocacy journey, and I think it's also interesting to see how to approach this when you're when you're just getting started. So it's not just the scaling level when you're growing, and you're taking it to the next level, but what is a step before?

So they first, came to us analyzing they analyzed the status of Danone Netherlands, as as an employer, and they identified three main pain points, that are listed here.

And they realized there is a need then for external visibility. They wanted to raise awareness, across different scopes, but they had limited resources to do that.

And so that's why they wanted to use to leverage the voice of their employees, to leverage the potential of their employees, to expand, to to raise brand awareness, to expand awareness, amplify the the the perception of the brands, and the company scope, and make Danone, for example, more known as an employer in terms of fast moving consumer goods and medical nutrition, for example.

And so the way they're approaching it is by starting out with a more straightforward social share, use case where, they leverage the power of their the employee networks. Like we said earlier, the the vast LinkedIn networks of the employees can have huge huge impact, on the company's reach, and and, and visibility. And they are going to promote a lot of employer branding related, content and campaigns to raise awareness about the brand, but also about the brand as an employer.

And, of course, use the employee the employee network to, to support recruitment and sharing, job posts. Like we mentioned earlier, a a crucial aspect of, or a crucial, you know, element of of LinkedIn and and how it can be, it can be leveraged.

That was, it for me as well.

I'm looking at the time. We're, getting ready to wrap up.

Luca, I give the mic back to you if you have anything to add or questions to answer.

It it was, amazing. And, as we talked about prior to the, to our webinar, it's amazing to see both a company that's already doing it and a company that started it because scaling can be intimidated, at least here in Italy.

You know, employee advocacy is still in its infancy, so it was very good to see, a big brand, a big brand, which, has a great resonance in the, in our country to, you know, stop things out. And it's never too late to to start, and it's easier with with a partner. So I highly encourage everyone who's on the same path, you know, to just ask, and at least have a brief call together, to to understand how to scale employee advocacy. There are a couple of, of stuff in in the chat.

So thanks to everyone who's, attended. Thanks to Wunder, which had great, insight. Sara, thank you. Really insightful. I didn't realize the plea advocacy had such power.

You know, it's really, really great to be advocating on this. And there are a couple of questions, but I think they're for you. I think, Iris, Cyrus was asking what would you call a good conversion rate, and Jill had an interesting question. So I'll leave that to you.

Yes. So what would you call a good conversion rate?

That really depends on, on the amount of ambassadors you have and the kind of content that you are offering your ambassadors.

It's, a a conversion rate about sixty and seventy percent is always, a great, a great percentage to see, but it also depends on what you want to achieve. So if you're if you're promoting social share campaigns, if you want your masters to repost content, then you're you would most likely want a higher much higher conversion rate.

If you're looking to, create a feedback, loop with your ambassadors, you want to involve them in creating content, with you suggesting ideas, and collaborating on content creation, then that is also different, and you might expect a different a different conversion rate, of course.

And then the question from Jill, does Emacify offer this type of training for advocates, for example, social media training and creative content.

We currently have some supporting, modules to do that.

Our customer support, our customer success team works with our customers, and, accompanies our customers from onboarding and onward. So we build together with you a strategy to, to approach, your ambassadors, to onboard people, to work with them, and train them.

And, we do offer some supporting modules to indeed, start training your advocates and getting them ready to be advocates if they don't feel confident to do that yet.

So the short answer is yes.

Alright.

Is there anything you would like to add, Luca?

I think we gave them enough stuff to mull over for the next few days at least. And, you know, I think we can wrap this up so everyone can get, the well deserved lunch break.

And hope it was nice and inspiring enough. And, yeah, hope to do that again soon.