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Podcast #147

How Informatica Employees Share their Passion on Social Media

Tristan Bishop at Informatica

Glenn Gaudet, President & Founder of GaggleAMP is my co-host for this episode. We speak with Tristan Bishop, Senior Director, Social Media Marketing at Informatica about their approach to engaging employees to share their company story. Informatica is the number one data management company in the world and one of three companies we showcased in Social Business Journal Volume 9, What’s Working in Employee Advocacy. Tristan’s role at Informatica is to lead and manage their social media management team worldwide.

“Individuals trust people like them more than they trust official people or organizations.” @KnowledgeBishop #sbeshow

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People trust others like themselves more than they trust brands. Informatica’s strategy for engagement with their audience is leveraging their employees’ passion. They began their employee advocacy program with those who were already talking about Informatica products. GaggleAMP is pivotal to the program in that it is the cloud platform that connects everything together. They’re able to provide a pool of content and the ability to share with one click.

The employee advocacy program at Informatica started in the United States in English. Filling the queues of available content with links to gated content produced great lead generation results and inspired senior leadership to engage. Showing the growth in lead generation value spurred leadership to get their teams of employees to subscribe to content in GaggleAMP. Interpersonal interaction and relationships are what Tristan believes assisted in getting employees involved in the program. From there, content queues were set up in other languages too.

The social media marketing team creates posts in English, and the product marketing team creates additional content too. Language-specific social posts are translated for campaigns, but there are also messages in the regional queues that are populated by local managers sharing events and relevant blog posts.

informatica_event

In addition to the regional events, Informatica hosts an annual event that is shared on the employee advocacy platform in its own queue. The employee participation in sharing the event before it happens helps with attendee acquisition. Amplification during the event creates buzz and afterward the continued sharing of related content supports the event too.

To deal with the influx of teams interested in employee advocacy (Tristan calls this “the champagne problem”) each new team is required to designate a champion who will work closely with the social media marketing team to manage the queue. Informatica takes a train-the-trainer approach to get new teams up and running.

Informatica employees also actively engage in promoting their annual customer event pre event, during the event and post event.

Informatica’s employee advocacy program started with the marketing team. In 2017 they are focusing on extending the full infrastructure to the sales organization with full support from the Chief Revenue Officer. Tristan is focusing the sales team’s engagement primarily on LinkedIn and Twitter for those in sales.

Tristan notes that year over year there is a breakdown in the trust of brands. As marketing evolves, he expects their employee advocacy program to continue to grow even further in the organization. Informatica employees are very proud to share their wins. As the program penetrates deeper in the organization, he foresees exponential growth in adoption and results.

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Episode 148 is a surprise. Be sure to tune in.  

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