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Live from the AMPlify Conference stage, Jason White, Director of SEO at Hertz, share his stories of success and failure when it came to getting buy in from the executives in order to make changes in your organization including starting an employee advocacy program.  Jason an expert in search marketing has his finger on the pulse of a wide range of digital strategies.  Jason’s work has been featured in numerous print and digital publications and he has spoken at SMX New York, Milan and Advanced, New York University, American Marketers Association and WordCampNYC among others.

Takeaways:

• Jason shared his best practices for affecting organization change including:
  • Take notes in meetings and beyond.  Always leave meetings with three questions or three things that you have learned.
    • Writing killer memos. Memos are a form of internal marketing that communicate headwinds and get your idea exposure. They also educate so that people have a better understanding of the project and purpose.
    • Taking a phased approach with set expectations to implementing a new way of thinking. Phases he set down for launching an employee advocacy program include: Brand publishing, Amplification, Media Mix and Personalization.
    • 51% ruled by committee rule. Get each of the various teams in the organization on board.  Everyone gets a seat at the table and everyone’s opinion is valued.
• Embrace the Suck. You need to understand your emotional triggers and use them to your advantage.  Flip failure and embrace it.  And hit them with their question before they do.

Before you get buy in from your audience you need to get buy in from your team because any project, especially one centered around employee advocacy will live or die based on your ability to market it to the people around you in your organization.

Connect with Jason on Twitter @Sonray or on LinkedIn

Watch the video of Jason’s session here.

About Glenn Gaudet

Glenn Gaudet, host of AMP Up Your Social Media, brings over 20 years of comprehensive experience in both strategic and product marketing for technology and media companies ranging from startup to $1 Billion in sales. Full bio