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Oct. 15, 2014

82: How to Take Your Employee Advocacy to the Next Level: An Interview with GaggleAMP

82: How to Take Your Employee Advocacy to the Next Level: An Interview with GaggleAMP

Neal interviews Glenn Gaudet, CEO and founder of GaggleAMP, and talks about the history of employee advocacy and the challenges that face companies that try to launch such a program internally.

 

Transcript

spk_0:   0:02
welcome to maximize your social actionable 10 minute advice on how your business can maximize your social media presence. Now the host of Maximize Your Social Social Media author, speaker, consultant, founder of Maximize Social Business and the soon to launch Social Media Centre of Excellence. Neil Schaefer. This'd Neil Schaefer Welcome to another episode of Maximize Your Social as promised. I'm still here in

spk_1:   0:31
Boston. I'm actually here in Cambridge, Massachusetts, where I am at the offices of Gaggle AMP. For those of you who are subscribers to maximize social business, hopefully have heard of gog lamp because we have a maximize social business gaggle that you should all be members up because you're sharing our great content anyway. And it's a great platform to use. The primary use of gog lamp, though, although it can be, is for band advocates is really for employees. Efficacy and you know, blogged about it. I recently wrote an e book about it, so you probably heard me talk about it yesterday at the B two B conference. The marketing props conference I spoke with Jason meant Arlington, half of my presentation and beauty Billington marketing was actually about leveraging the people in your organization with employ advocacy and actually showed my Gago Am Stats dashboard and how, over a given 10 day period. I was getting, like 1500 klicks from, you know, a group of 150 people, but only 2025 r actually active, which just goes to show you don't need anyone and everyone to join your program will be a few of over active participants and social that are advocating for your brand. Anyway, a meeting Glen got that. Can I meet him for the first time? And I've been a fan of God Go amp. And they've been, I guess you could say, a partner of mine for a while. We had a relationship for about two years now, right?

spk_0:   1:42
At least I Yes.

spk_1:   1:45
And So I was sitting here with Glenn, and he's telling you about how he thought of the idea about his platform, this amazing employee of Oxy platform four years ago, back in 2010 before any of us were even talking about the septic. And now it's obviously becoming I won't say mainstream, but it's it's a topic that's being talked about, and even when I spoke on it yesterday to be to be marketers. I didn't get a lot of people asking. Well, what is it? I think it will now understand what it is, and they're really trying to look at the next step. How do we leverage it? Obviously, one of the folks is in my talk was how marketers should be leading BTB organizations visa be salespeople and setting them up for success and social selling and how employees, Because he can play a big part in that indirectly. But, you know, I just as I was talking about that this is a great content that wanted to share with the rest of podcast listeners. So, Glen, welcome to the podcast.

spk_0:   2:29
Thank you, Neil. It's great to be here, and it's great to meet you. Finally put it, put a face to a name

spk_1:   2:33
exactly invites versus I mean, tell me 2010 and amazing story of how you created the company. And I know some of this is under nd a So just say what you want publicly, But tell me, how did you get the idea for the platform? And how did you sort of for see this future where employees efficacy becomes more more mainstream.

spk_0:   2:49
Sure, I was actually, my background is as a chief marketing officer, and I was. I was in an interview at a company, a tech company in the Boston area to essentially become their chief marketing officer. I won't name names, but it was a really interesting conversation because I was literally in the corner office of the C E. O. And they were a company that competed against Sisko and Cisco at the time was and still is a juggernaut when it comes to marketing when it comes. Even at that point in 2010 they were leveraging social media very extensively, and this other company that I was interviewing with really didn't do much in marketing and, you know, particularly with social media, was pretty much non existent for them. So here we were in a conversation he was asking me, How do you know? How do we compete against something like Cisco? They're very well established and way we're free forming, and I was way we're coming up with ideas and one of the things that I mentioned to a CZ I said, Well, you know, have you thought about leveraging your employees because we've got you know, how many employees here 1000 employees, right? And some of mom of them have social media as part of what they do personal, Maybe not professionally, but chances are fair amount of them probably have a linked in presence. A fair amount of them probably have Twitter. Why don't we tap into that? Because now we've got 1000 people rather than just a single Twitter account or a single LinkedIn page that we can tap into. So I like the idea but didn't know how many employees might have any of this. And I remember going home that day and I said, Well, I better go find the product that could do that because if they hire me now, I need to actually have to do this. And I went home that night, and to my surprise, I could not find anything there was. There was no conversation about it taking place. There was certainly no product or technology that you might be a little leverage. I mean, yes, you could probably get get a like a survey monkey, which was available the time. Figure out how many people had social media accounts and then maybe send out some e mails and all this and I'm thinking this is way too complicated and more complicated is the less likely we are to get people to share content for the company. And then, from that was really the idea of having a platform that was designed to do this in a way that it was super easy for the employees to share the content, yet maintained their privacy and provide rich tracking information for the company to balance all those different pieces. And that's where the idea of gaggle lamp came from. And so instead of joining the company, is the CMO. I started gagging

spk_1:   5:56
Amazing story, and you've really as a user of your product, you've really been able to balance those three things in a brilliant way. I was thinking of just a number of different questions I could ask you. It's really amazing that you had that vision at the time when companies still don't even have that vision yet, and those that do have the vision is still trying to implement it. I think one of the things that separates gaga wimp and I'm glad to hear that you have a marketing background because I see a lot of technology companies and social media that are started by engineers and technology, people who don't really get social media right. And so you get dashboards and analytics that don't really mean anything where you started from a marketing perspective and realize that there was a need for this type of product. It wasn't a technology searching for a market. It was it was a product created for market, which, you know, I think has led to your success. Yeah, so, Tommy, you start in 2010. And obviously it's taken time for the market to catch up, in essence, and it's obviously catching up and your profitable now. And how have you seen the market evolve over the last four

spk_0:   6:50
years? Well, that's been really interesting it at first we saw this adoption of social media within the enterprise itself. So we go after companies that have a dedicated social media marketing resource. You know, whether that's a full time. Hopefully it's a full time now, but But when we first started the company, there weren't as many companies that had that dedicated person or persons within the company and what we saw as we saw this trend where it seems like almost every six months the amount of social media titles out there was doubling. And so we saw that first adoption of social media. And you probably remember this. You know, the first thing Cos would do back in 10 4011. Let's go hire somebody right out of school because they understand Facebook, right? Right. And what was lacking in that was the understanding of how social media fits into the broader marketing mix. And now what we're seeing is we're seeing social media professionals who truly are coming out of that understanding of the marketing mix, rather than somebody who's just often often their own doing social media. And, frankly, that plays into the kinds of customers we want to talk to because they understand the value of social media. Because if you don't understand the value of social media, why would you want to amplify it? Because that's what our platform does. It amplifies what you're already doing, and if you're already doing nothing, you multiply that times zero, you still get nothing, right? So we want people who really understand social and want to take it to the next level, and we've seen that grow significantly. Now do what do I think that it has grown? Yes. Do I think it still has room to grow? Absolutely. But the amount of growth that we've seen over the past few years has been absolutely amazing in our customer base justifies. I just go to our website and you can see customers actually posting content to gaggles, right, right in the platform now. And it's it's pretty amazing to see the kinds of companies that are using this today. They're amazing and in their passionate too, and they tell us what they like about it. They tell us, you know, if we need to add things and it's been really an amazing experience and I've been I've been involved in technology as you have nailed for quite a while now, I just to see the level of affinity that our customers have for it has just been really, really validating for us. But we're not holding back. We're still innovating right

spk_1:   9:39
now. That's excellent. And if you think of you know, 94% of companies that are over 100 employees already using social media for marketing. At some point, they're gonna they're gonna try to figure out What else can we? D'oh. It's funny, because I have a similar perspective. Those that hire me to speak or consoled her also those that already see the value in social. You have to get to a certain level in order to get to that next level, and I really see the whole employ advocacy. It's almost like when I presented yesterday at marketing problem. It's almost like icing on the cake because you're already doing these branded activities. Anyway, it's just this extra. I won't say marketing automation because it's not. There's work that has to go into getting people to sign up and actually listen to what they want. A post. Tweak your messaging and encourage them and game ifyou whatever you d'oh. But it really is. It really does allow companies to scale there. Amplification, yes, inorganic way. That is just very, very different than anything else out there. So, you know, it's a really exciting thing, and I think once companies get it, they're not gonna let go of it. They're gonna try to figure out how to maximize it. I'm sure you've seen that with your customers as well, right? Well,

spk_0:   10:38
you're absolutely. But there's a trap that some can fall into. And that is that They think that all of their employees are going to be social media managers. They're gonna have these complex dashboards, and they're gonna be figuring out what they're going to say. And that's just not the case. The rank and file employees just want you to make it really super easy for them. T either share it or say no thanks. And that's the beauty of what we do is we don't overcomplicate, right? You know, we don't have this expectation that everyone is going to be a marketing person with this dashboard that's going to tell them everything about social and look for everything. And for some people, you need that right for your marketing team. That's really, really that there's some powerful tools that do that, and we partner with some of them. But for the rank and file employees, just keep it really easy and watch the magic happen. I mean, that's that's the power

spk_1:   11:36
of this. So glad. Yesterday, as I was finished presenting, I got interesting question. And, you know, as I was saying in telemarketers in the room, or you know, whether their PR professionals, communications professionals, someone internally has to take the lead on employ a pixie. You're not gonna go. You're not gonna see CEO saying, Hey, we need to create a program right away. Right? So I was encouraging those in the audience to really take the internal lead. Now there was some that are already doing it. But, you know, they get a lot of kick back. A lot of pushback from other executives from business owners. What have you one of the pushback? So as well, we get our employees more active in social. And I also got into the aspect of sort of optimizing Lincoln profiles What, Happy for me to be salespeople for social selling. And the pushback was, Well, you know, they start looking like thought leaders. They're posting great content, they have optimized profiles, and then recruiters contact them and they go to other companies. And you know, how do you prevent that? I said, like, that's more of a cultural problem, and you know, that's gonna happen anyway. And I talk about companies that Oracle, where they're actually training their employees to have better personal branding and see them his employees for life. They may go tomorrow, but, you know, one year later they may be buying from Oracle. They may be a partner with orca on. What have you So I'm just interested to hear from your customers water, You know, the two or three biggest push backs they get internally, And how do you recommend that they overcome them for those that are listening to this? That might also be, you know, in the same situation.

spk_0:   12:55
I think that the biggest one that pops up is a certain expectation. And this this is why we do a free trial. We want you to actually use it. And it is part of the free trial. We want you to invite various stakeholders that our employees So it might be some people from the sales department, Some people from marketing some people from finding whoever it is that you're thinking about that could be part of this group of people that could help share your content. We want you to get the feedback from them because your expectations of what they want are probably going to be different. And so with, by going through the trial, you not only get the results in terms of the amplification, but you're going to get the feedback from those other stakeholder types within your organization. And that's the power of just allowing people to give you that feedback. So that's the big thing that comes up for me with any prospective customer is don't always assume. And this this is like marketing 101 right?

spk_1:   14:01
And that's a cultural issue to a lot of marketers aren't even looking at the feedback. They just want to push it out as they're used to doing. That's

spk_0:   14:07
right. That's right. So they have. They have a mindset of what social media should be at for an individual, which a lot of times aligns to what their job is, And what they have to remember is the job of the rank and file. People elsewhere, like great example, would be the sales person right. The sales person probably spends most of their time on linked in doing prospecting. But how often do they actually update their own status within linked in? Not

spk_1:   14:37
much. They don't get paid to do that

spk_0:   14:39
they don't get paid to do that exactly. And so when When marketing expects certain things from other types of employees, they often times get disappointed because they're expecting them to do all of this additional work. That's not their job, right? So so way Always say, Get that feedback. You know what? If this fits? Is this fits within your organization? Great, it doesn't Let's figure that out fast, so you don't waste a lot of time and you know we can move on as well. So it's It's really powerful toe. Understand what these other roles in the organization do and how really active Do they want to be about doing more of the social media marketers job within the organization?

spk_1:   15:28
And I see an interesting analogy here and in the analogy is yesterday I got asked about publishing on LinkedIn and should I just, you know, copy and paste my Lincoln, my block. Puzzling. Dan, I said, Look, if you have a company and you have a blawg, it is attracting a certain readership that already is in your industry. Understand your product. What have you? The value of publishing on Lincoln is that you reach a broader audience. So obviously you're gonna be retuning that message. So an employee, obviously the same thing. You know, the staff that shows, you know, the Dell and Cisco stops that show the overlap between you know, your employees network and your corporate network. The overlap is only between two and 8%. According so in other words, you're reaching now between 92 to 98% new audience that have a different expectation of content. They may not know about your company or industry, and therefore it's gonna be naturally you're going to return. The mess is the same messages that using your own brand of accounts are just not gonna be nearly as effective. Absolutely right. And I don't think people are taking it that next step they see. Wow, that's great. I get access to a bigger audience without realizing. Well, if you wanna make it effective, you obviously have to change because it's a different audience.

spk_0:   16:30
Let me take the block post title and I'll throw in the link to the block post, and I'll put that on Twitter. I'll put that on linked, and if we have a Facebook page and what they don't realize is that the different networks have different amount of real estate and, frankly, different kinds of expectations on the kind of content. So often times I say, don't take the title unnecessarily. I mean you can. But there's probably some great quotes in there. They're gonna be that much more compelling than what your title is. Take the quote out and use that with Linc and see what that see what that pulls in. But there's there's something else that goes on with with people. When they think about using content, a lot of times they're seeing things in a certain bubble that the rest of the world doesn't let me give an example. A lot of times you have social media people within the organization. They have a lot of other employees connected on LinkedIn so that when they do put a piece of content out that other employees air sharing, they see that content quite a bit, right and then they go, Well, wait a minute, this is too much, right? So they forget about the whole frequency thing, which is actually a good thing, right, Right, But But what they don't realize is that for people outside the company. They're not seeing it that much because they male person outside the company may be connected to a one or two people in the company rather than the 50 that they're connected to. Do you see that? Yeah. No, Absolutely. Yeah. And again, that's just comes down to the mindset of understanding not just how your employees will react with social media, but actually how that looks to the outside because so often we're in this protective bubble where we don't see things the same way that people outside the company will see it.

spk_1:   18:23
Yeah, it's interesting because you know that from a purist perspective, in an ideal world, you're going to be re voicing your content for any given social network. Every community is different. Some use hashtag is more than other similar, more visual. What have you and employ Agassi is similar in that we need to completely re tune what we're saying because of this, you know, this new network, the friends or people in the network of our employees. Maybe you can share the experience when I work in Tak. I couldn't describe what my company did to my friends. What the heck is IPTV. What is embedded soft. What is embedded operating system, right? And therefore, you can't expect that. My friends, if you wanted a wanted me to share a message that the company that they would have any clue about that, right? Yeah, but if it was this a hate have you ever thought about you know, the software that goes into a television and how it's different than a computer? Maybe a little bit different, right? Right.

spk_0:   19:12
And that might be a really appropriate message for Facebook. Whereas for Linton, you may want to get a little technical because that's who the contacts are. Unlinked more likely, right?

spk_1:   19:25
Exactly. You know, right now, I'm sure most of your clients obviously there's still a huge potential for new clients signing up. And then once they sign up, this probably this learning curve. And we're probably we're probably talking about the end of that learning curve riding. So on that note, I try to keep my podcast really short, like, 10 minutes, and I want to talk to you about all those things that way that we probably publicly shouldn't talk about a lot of companies, a lot of people this need that haven't really put their foot in the water. Or maybe the using other platforms. Just, you know, give it one minute spiel on Guam and sort of describe it and how people can find out more about your platform.

spk_0:   19:58
Absolutely So what gaggle and does? It allows you to take the social media marketing activities that are already doing today and amplify that by leveraging your employees or, frankly, other stakeholders. So other state girls might be channel partners, resellers, even customers and gaggle. It makes it easy for them to now be part of your online marketing activities in a safe environment in which their privacy is still protected. Yet the company still gets a lot of this analytical data to know what messages air effective. What messages aren't. There's. There's a feedback mechanism so that you get better at the messaging that you're doing, which is really powerful, is well, so if you want to try it and I suggest that you try, come try it for free. You get seven days, no charge. Just go to gag a lamp dot com. That's G A G l e a m p dot com, and click the try for free button and see if it's right for your organization. You know we have. We have customers that range from on the beat a seaside, Pepsico Is it because from of ours on the I'm sorry on the beat a seaside and then on the B two B side with customers like C A and in four and Brocade and just very large companies that air really taking advantage of their employees and other stakeholders such as channel partners to amplify their social,

spk_1:   21:25
well, that's excellent. Once again, that's gak ohamp dot com. And if you you should be subscribing to maximize social business, as I said at the beginning of the podcast. But we also have a gaggle. Sometimes you'll see a witch. It's on our website. We promoted in a newsletter sometimes and tweets. And just as Glenn said, You know, I originally began that goggle for our contributors that we have about 20 plus unique contributors. But when I open it up to the public, it's been amazing how many of our fans who are sharing our content decided to join anyway. And although right now it's about 150 members I've been deleting inactive memories. We probably had a few 100 sign up. So once you make it public and you find people that already sharing your brands messages and you invite them in and you also respect them and say, Hey, how can we help you? And I try my best to those that ever actively sharing our messages to share their messages because we're part of the same team, right? So it's it's a great experience. Definitely check it out. If you want to know what it's like to be part of a goggle, definitely join our Gago, and I'm gonna wrap up here from Cambridge, Massachusetts, tonight. I'm flying back to the O. C. I don't know where I'll be podcasting from next week, but until then, where we are in the world make it a great social day. Bye bye, everybody.

spk_0:   22:34
Thanks for listening. To maximize your social, we appreciate your iTunes subscriptions, ratings and comments. If you would like to appear on this show or recommend content, please contact Neil Schaffer at Neil at Maximize your social dot com. Please also make sure to check out Neil's new community, the Social Media Centre of Excellence at Social Media. C o e dot com. Thanks again and make it a social day