LEWIS, the global communications agency, has launched Employee Activate, a new global employee advocacy product and service.
Employee Activate was designed to mobilize employees to participate in industry conversations and tell brand stories via their personal social channels. Employee Activate programs can be leveraged to build a brand’s content engine, drive brand awareness, educate existing customers, fill the sales pipeline and influence buyers through the purchase funnel using relevant, more human conversations.
Michael Brito, SVP at LEWIS, explained: “The purchase funnel is no longer linear. It’s cyclical, dynamic and unpredictable. Consumers and business decision makers look to industry peers before investing in technology products and services. Employees have the opportunity to engage in conversations and influence these purchasing decisions early on.”
“By now, the value of employee advocacy is well-known and well-documented,” says Russ Fradin, co-founder and CEO of Dynamic Signal, the technology partner which powers Employee Activate. “Leading brands understand that effectively communicating with employees results in a productive, deeply connected workforce of brand storytellers. The only question is how to roll these things out strategically — and that’s what makes programs like Employee Activate deliver real business value.”
LEWIS has developed Employee Activate to assist clients with operationalizing employee advocacy programs that mobilize content and communications with a workforce. This includes establishing policies and workflows, developing and managing employee-driven content marketing strategies, integrating those stories across paid, earned and owned media, defining KPIs and selecting first-class technology platforms to implement scalable employee advocacy programs.
“You cannot expect, nor should you want, your employees to just ‘share’ branded content from your company Facebook or LinkedIn page,” says Brito. “From a content perspective it’s critical to train your employees to be storytellers and build a content plan for them that is more human, yet aligned to the larger brand narrative.”Employee Activate is the latest addition to LEWIS’ collection of data-smart products which includes Observa, a suite of analytical solutions. LEWIS offers services across the full-spectrum of marketing and communications. The agency’s integrated offering includes public relations, marketing, content, digital, research and advertising.