HELLO Sabrina Stoffregen Director Intel Ambassadors stoffregen How

HELLO Sabrina Stoffregen Director, Intel Ambassadors @stoffregen How to Build Intel-ligent Brand Ambassadors

AGENDA A framework, success story, shared dialogue, and Q&A • 5 Tips to Build Brand Ambassadors • How Brand Ambassadors Boost Your Bottom Line • How to Build Alignment through Emotional Connection How to Build Intel-ligent Brand Ambassadors

ABOUT Sabrina Stoffregen

ABOUT Sabrina Stoffregen

Why a community of brand ambassadors is important now People don’t buy what you do- they buy why you do it – Simon Sinek WHY • Engaged employees who successfully represent the company brand provide a competitive advantage and impact to the bottom line. –Source: Milward Brown • Actively engaged and empowered employees are among the top 10 factors that accelerate growth in a company. –Source: Milward Brown • One of the biggest assets a company/ brand has is its employees Employees are key in building and engaging brand loyalists

Why employee advocacy will give your brand a competitive advantage An everyday employee is 2 x more trusted vs. Chief Executive - Edelman Trust Baromoeter ‘ 13 WHY • Better connected company - The more a company empowers employees to engage with • • • stakeholder, the more connected and adaptive the company becomes. Personified brand - Employees openly discussing your brand can have a humanizing effect for your brand. This ultimately boosts consumer perception. Increased employee loyalty - When employees publicly declare support for their company, it increases their own allegiance. Amplified brand awareness - Emotions and behaviors are contagious. When employees voice their feelings and opinions, it not only influences the views of their direct network but also spreads as far as two more interactions More meaning in work - Empowering employees to act as brand advocates boosts their happiness and performance levels = company growth Improved talent retention - Enabling employees to learn, connect, and shine is an enticing reason for them to stay and contribute Employees are key in building and engaging brand loyalists

How employee brand ambassadors boost your bottom line • In 2011 46% of US executives said that an increase in brand advocates was one of the most important benefits of social media (source: Jive, 2011) • Employees have 10 xs more followers vs. corporate accounts. Only 2% of the audience overlaps with corporate accounts (source: Cisco, 2013) • Employees share 29% more URLs about the company vs. corporate accounts. Employees account URL reach is 2 x vs. corporate accounts (source: Cisco, 2013) • The reach of hashtags about the company shared by employees is 24 times that of corporate(source: Cisco, 2013) • Marketing-induced consumer-to-consumer word of mouth generates more than 2 x the sales of paid advertising (source: Mc. Kinsey Quarterly, April 2010) • Brand advocates are 50% more likely to influence a purchase. (source: Marketing Charts) Opportunity: Only 20% of brands use advocate and experts programs in their marketing HOW

5 Tips to Build Brand Ambassadors 5 Tips 1. To build brand love you’ve got to start with your North Star your purpose. Frame the problem. Define the opportunity. Articulate your purpose. Build your strategy. Intel People don’t buy what you do- they buy why you do it – Simon Sinek 2. Recruit your most passionate advocates When you create an environment in which employees are passionate and believe in the vision, they will authentically represent the brand. 3. Build movements, not campaigns Movements are about mobilizing people behind a shared purpose. 4. Inspire advocacy through emotional connection Humans are not wired just for reception. We are wired for connection, and narrative is designed for connection 5. Listen, learn, iterate, improve Employees are key in building and engaging brand loyalists

Start with your North Star Your purpose • Frame the problem Tip 1 “How do we…” or “How could we…” 41% of us believe employees to be the most credible source of information regarding a business. -Edelman’s ‘ 13 Trust Barometer • Define the opportunity Storytelling (the telling of purposeful stories) is in What is the opportunity for our company, brand? our DNA What does the company need from us? · Stories put all the key facts into an emotional • context. Articulate your purpose · Stories make facts and figures memorable, What do we stand for? Why should people care? resonant, and actionable. • Build your advocacy strategy How do we want Ambassadors to feel? Be perceived? Kinesthetic learning environment engage in a visioning exercise Employees are key in building and engaging brand loyalists

Recruit your most passionate advocates Tip 2 • When you create an environment in which employees are passionate and believe in the vision, they will authentically represent the brand. People don’t buy • Your most passionate advocates are natural influencers and storytellers who have what you do- they buy why you do it street credibility. – Simon Sinek • Segment your advocates and give them the freedom to advocate what they are Storytelling (the telling of purposeful stories) is in our DNA most passionate about. · Stories put all the key facts into an emotional context. • Empower your employees to personalize the message and express it anyway they · Stories make facts and figures memorable, resonant, and actionable. want. • When it comes to advocacy, organic brand love is better than paid brand love. • Creating levels of advocacy involvement can reward your top employees and create an environment of exclusivity which makes your program even more appealing. • Advocates are in it for the experience, the interaction and, most of all, the community. Employees are key in building and engaging brand loyalists

Build movements, not campaigns Tip 3 • Movements are about mobilizing people behind a shared purpose. People don’t buy what you do- they buy why you do it – Simon Sinek • Brands aspire to build movements around causes that intersect with the online community and their business. • Whether a political movement, a social movement, or a brand movement, all are Storytelling (the telling of purposeful stories) is in our DNA trying to do more than simply reach people. Movements aspire to drive advocacy · Stories put all the key facts into an emotional context. that drive people to action or behavior change. · Stories make facts and figures memorable, resonant, and actionable. • Successful movements have common characteristics 1. 2. 3. 4. Singular, focused purpose. Without a clear vision, a movement cannot succeed. Successful movements are those that are perceived as genuine and organic Low barriers to entry. Simple actions and simple messages work best. A commitment to the people and resources to cultivate growth and actions. Be prepared to invest time, effort, and dollars to assist the movement’s growth. Employees are key in building and engaging brand loyalists

Inspire advocacy through emotional connection Word-of-mouth is over 10 x as effective as traditional advertising. People trust it more, and it's more targeted. Tip 4 • Humans are not wired just for reception. We are wired for connection, and narrative is designed for connection. It's all about how you get people to share things. • Surround your consumers with brand experiences (including stories), so they can selfselect how they want to interact with your brand. Storytelling (the telling of purposeful stories) is in our DNA • Your brand’s narrative is best told through a purposeful story. · Stories put all the key facts into an emotional context. • Storytelling is in our DNA · Stories make facts and figures memorable, resonant, and actionable. • Stories put all the key facts into an emotional context. They make facts and figures memorable, resonant, and actionable. • The power of a purposeful story enables you to bond your information with emotion. • Empower your audience to tell your story forward. • All good telling of stories is interactive. You want it to be a back-and-forth. • Remember the "me-to-we" factor when telling a story. Shine the light on a goal, interest, or problem that both the teller and audience share. Employees are key in building and engaging brand loyalists

Listen, learn, iterate, improve Engaged employees produce 2 x as much work product in the time as unengaged employees - National Business Research Institute Tip 5 • Make it easy for employees to identify and share their passions • Understand what inspires and motivates your employee advocates and build an incentive program that supports those intrinsic and extrinsic drivers. • Give them encouragement, guidance, support, and recognition with enable and inspire them to act as the voice of your company. Storytelling (the telling of purposeful stories) is in our DNA · Stories put all the key facts into an emotional context. • Engage employees in building an advocacy platform and movement. They will · Stories make facts and figures memorable, resonant, and actionable. become vested partners in its success. • No matter what platform you choose to build your advocacy network on, make sure that platform offers a solid set of metrics to track the effectiveness and impact. Make it easy to see success. • Continually optimize. Employees are key in building and engaging brand loyalists

SUCCESS STORY: INTEL AMBASSADORS

WHO Intel Ambassadors are the voices of our unified brand story that reveals to the world what we stand for and why they should care. Intel Ambassadors are chartered with building Intel brand loyalists internally and externally. We strive to connect people personally and emotionally to what’s inside the heart and soul of Intel through our social and technological innovations. WHO ARE INTEL AMBASSADORS AND WHAT WE STAND FOR

WHO Intel Ambassadors are the voices of our unified brand story that reveals to the world what we stand for and why they should care. “One word: Awesome! I have been a Intel 15+ years and for the first time I felt really connected to driving our product in the market. ” Ambassador Jason Goetz “The Smart Squad has been one of the most memorable experiences of my 15 -year career at Intel. Not only did I have the opportunity to test Drive a state-of-the-art Intel powered tablet, I had One the chance to meet fellow employees across every geography and business group at Intel and forged new relationships and partnerships. ” – Ambassador Monica Eisel “Being able to show someone how our technology is connecting and enriching the lives is a step up from just telling them the story. When I use my Intel tablet around people, it takes the abstract concept of Intel technology they see in commercials and turns it into reality. ” Ambassador Linda Quian WHO ARE INTEL AMBASSADORS AND WHAT WE STAND FOR

HOW DO WE ENGAGE

WHO External Brand Loyalists Our aspiration is to mobilize and inspire a community of brand loyalists Fellow travelers (10 x 10) OEMs (HP, Lenovo) Product launch influencers Fans/ loyal consumers Internal Brand Loyalists Elite Brand Champions High-touch coaching and support for social enablement of our experts and sr. leaders Intel Ambassadors Intel Alumni Intel Interns Grow our Ambassadors in all geos Increase Ambassadors making an impact ISEF finalists Intel for Change EYE 50 Hatch Intel Advocates Scale program to harness the enthusiasm of a broader audience WHO ARE INTEL AMBASSADORS 5 Elite Brand Champions Grow to 2. 5% innovators 307 Intel Ambassadors Grow to 13. 5% early adopters 100 K Intel Employee Advocates 34% Early Majority 34% Late Majority 16% Laggards

Intel Ambassadors in Intel Service Corps

Frame the problem Intel Ambassadors are the voices of our unified brand story that reveals to the world what we stand for and why they should care. ……. . How do we… 1. make it easy for employees to identify and share their passion about Intel 2. get people outside the company to care about what Intel does and why we do it, as much as we do. 3. help Ambassadors connect employees to the innovation they enable and consumers to what’s inside Intel Define the opportunity HOW Share our narrative Gather the brand love, amplify it, and invite you to feel it and express it any way you want Video HOW WE DEFINE THE OPPORTUNITY

WHEN DO WE ENGAGE

WHERE US Consumers want ongoing, authentic ways to participate with brands. They want to experience your work. Asia Region Intel Tablet Smart Squad Experience Intel WHERE DO WE ENGAGE Latin America Employee Expos

DIALOG TIP 1 Consumers want ongoing, authentic ways to participate with brands. They want to experience your work. TIP 2 Start with your North Star your purpose TIP 3 Build movements, not campaigns Recruit your most passionate advocates TIP 4 Inspire advocacy through emotional connection TIP 5 Listen, learn, iterate, improve HOW TO START THE CONVERSATION

Q&A Consumers want ongoing, authentic ways to participate with brands. They want to experience your work. LETS TALK

Backup Consumers want ongoing, authentic ways to participate with brands. They want to experience your work. LETS TALK

Backup Consumers want ongoing, authentic ways to participate with brands. They want to experience your work. Adoption Curve

Backup Consumers want ongoing, authentic ways to participate with brands. They want to experience your work. The most credible influencers are the change neutral who ask “how” vs. why. And yet they are not change zealots so they have a lot of trust and credibility. Change • People who will Adverse always disagree Change Neutral People who are undecided Rule of Thirds Change Ready People who agree

Backup Consumers want ongoing, authentic ways to participate with brands. They want to experience your work. • • It is not about trying to reach thousands with your message, but instead precisely identifying the most influential members of your audience and recognizing them for their value. By directly engaging with them you are indirectly engaging thousands of other people who are part of this influencer’s social sphere. We must identify our key employee influencers and identify opportunities to engage with them around their unique messages. Rule of Thirds

Influencers 1. 2. 3. 4. 5. Advocate Ambassador Citizen Professional Celebrity Ambassador Types of Influencers Backup Advocate

Influencers 1. 2. 3. 4. 5. Advocate Ambassador Citizen Professional Celebrity Professional Types of Influencers Backup Citizen