Jess Skelton, Manager of Social Media & Content Marketing at TripIt from Concur, joined us for a webinar to discuss how her team empowers employees to amplify their awesome culture.
TripIt’s employees were very passionate about working at the company, but didn’t have the assets they needed to tell the brand story. They launched TripIt BAM (Brand Advocate Masterminds), powered by SocialChorus, to get content in front of employees and make them feel comfortable telling the brand story. Through BAM, they could create a more integrated workforce by keeping employees connected to one another, as well as providing updates from their parent companies Concur and SAP.
Getting started with an employee advocacy program
Jess said her first step toward launching TripIt’s employee advocacy program was to list out the benefits for both employees and the company. She wanted to understand the cross benefits to identify which internal stakeholders to involve. She involved the legal department in a demo early on, so she could expedite the legal process, and also got the Senior Director of Brand Strategy on board, to ensure that her plan fit into the overall brand strategy.
When it came to launching BAM and building internal awareness of the program, Jess said education and repetition were key. She focused on building a following, being a thought leader, and sharing what’s in it for them. She adds,
Engaging employees in your advocacy program
TripIt shares content that is a mix of company announcements, employee content, parent company information (from SAP and Concur), social feeds, and company and industry blogs. Employees find the content that’s relevant to them through different channels, and admins can see exactly which content generates the most engagement.
Jess said she knew the program was a success when new employees started coming by her desk to ask how they could get access to BAM. She also tracks engagement metrics from her SocialChorus dashboard, and measures them against goals.
Watch the webinar recording, Take a Trip with Employee Advocacy: How TripIt Relies on Employees to Promote their Awesome Culture, to learn how TripIt manages their employee advocacy program, and some the benefits they’ve seen.
The post How TripIt Empowers Employees through their Employee Advocacy Program appeared first on SocialChorus.
