Tiered programs example

1. Tiered programs example Intel Tier 1: brand Tier 2: divisional programs Reporting rolled up across programs Business Tablets Smart Squad Tablet Crew Business Ultrabooks sales team Dashboards and analytics

2. Employee recruitment Run Advocate Audit to identify top potential employee advocate Recruit and promote to employees across existing channels. Announcements and participation from senior team members will motivate junior employees to join.

3. Advocate audit: Customers With access to your email list,we can provide detailed data about your potential advocates’ social networks and demographics • Name, age, gender • Location • Social handles, followers • Klout score

4. Advocate audit:Bloggers and Twitter users Twitter advocates We can also identify top brand advocates on Twitter and relevant bloggers that could be recruited as advocates Potential blogger advocates

5. Thank You strategy & gamification • How to ‘Thank’ advocates: • Launch boost: first ___ active advocates get ____ • Top Advocates: most shares, most audience engagement • ‘Surprise and delight’: ad hoc rewards for participation • Content: best content created or submitted • Leaderboards and activity feed show advocates how they stack up against their peers

6. Employee Case Study: AT&T Employee Tribe Goal: Grow Tribe membership & increase AT&T conversations and engagement • Identified and invited AT&T employees to advocate on behalf of the brand • Improved advocates’ ability to integrate social media into their everyday lives while establishing them as thought-leaders in the space • Employee advocates amplified AT&T brand, initiative, and event-based content • Employees are recognized weekly for their contributions and participation in the program

7. Employee Case Study: Multinational Telecom Corporation Goal: Grow membership & increase brand conversations and engagement • Identified and invited employees to advocate on behalf of the brand • Improved advocates’ ability to integrate social media into their everyday lives while establishing them as thought-leaders in the space • Employee advocates amplified the brand, brand initiative and event-based content • Employees are recognized weekly for their contributions and participation in the program

8. Employee Case Study: Multinational Telecom Corporation Goal: Create engaged employee advocate network for ongoing content amplification • Invited area employees from across departments: B2B, customer service, marketing, retail, and sales • Employee advocates shared timely offers, in-store events, and seasonal content and initiatives • Gauged performance across specific regions, channels, and positions to identify most effective subgroups • Employees accessed advocate hub on mobile devices for convenient sharing any time

9. Employee Case Study: Multinational Telecom Corporation • Goal: Have employees drive demand generation for brand’s new tablets • Created buzz and social advocate endorsements • Drove preference and demand generation for brand tablets • Demonstrated ambassador program value through pilot program to support tablet demand generation