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ON-DEMAND WEBINAR

How to Turn Your Employees into Your Best Brand Ambassadors

53 minutes
3 speakers
Recorded December 05, 2024

Transcript

Who is speaking

Alina Dallal Tariq Sinnetamby Troy Best
Webinar overview

Oktopost’s Alina Dallal hosts UpSlide’s Tariq Sinnetamby and GuidePoint Security’s Troy Best, two experienced employee advocacy program leaders, to share how they launched, scaled, and sustained engagement in their advocacy programs, from picking the first wave of advocate champions to keeping momentum alive with challenges, recognition, and content support.

  • Launch with a few respected internal thought leaders as “core anchors” first, prove the program’s value with them, then expand outward to build momentum across other teams.
  • Sustaining engagement long-term depends on visible appreciation and friendly competition: leaderboards, challenges, shout-outs, and surveys that show advocates their feedback is actually being acted on.
  • Content works best as a mix of curated industry news personalized by advocates, repurposed corporate content tweaked to sound human, and dedicated advocate-specific content built from their own suggestions.
  • Tie the program to concrete business objectives like brand awareness, website traffic, and social selling so advocacy has measurable impact, and accept that not every employee will join in — that’s expected, not a failure.

Your speakers

Alina Dallal headshot
Alina Dallal
Content and Community Marketing Manager, Oktopost

Alina Dallal is an Influencer and Affiliate Marketing Manager at Artlist, based in Tel Aviv. Over her career she's worked across content marketing, influencer marketing, podcasting, and community building — including founding and building Oktopost's organic influencer program, B2B Social's Rising 30. She specializes in turning audiences into brand advocates through authentic creator and community partnerships.

Tariq Sinnetamby
Tariq Sinnetamby
Social Media Manager, UpSlide

Tariq Sinnetamby is Senior Content Manager at UpSlide, based in the London area, with over 4 years of content and branding experience. UpSlide helps financial and professional services firms — including BNP Paribas and Rothschild — boost productivity and brand consistency across Microsoft 365.

Troy Best headshot
Troy Best
Growth Marketing Manager, GuidePoint Security

Troy Best is Growth Marketing Manager at GuidePoint Security, based in Grand Rapids, Michigan, with over 25 years of experience in digital and growth marketing. He leads webinar-driven, multi-channel demand programs and has scaled the company's flagship webinar series into its leading demand-generation engine.

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Frequently Asked Questions

How did you choose your advocates, and do you have policies you'd share?

Start with a mix of "thinkers" (established thought leaders with natural authority in their field) and "doers" (people enthusiastic about getting active on social but who haven't had the platform to do so yet). Openness to enthusiasm matters more than seniority alone.

Our advocacy program already exists but feels more like "something we just have sellers do" — how do you relaunch it with a clearer brand and value?

Build hype the way you would a fresh launch: special invitations, kickoff training, sharing past results so people see real impact, and a consistent identity, like a program theme, name, or recurring newsletter header, so advocates immediately recognize and connect with the program.

When it comes to content for advocates, is it custom-built, shared from corporate, or a mix?

Most programs use a mix: repurposing corporate content with light personalization to sound human rather than branded, filling gaps with curated industry news advocates suggest themselves, and creating some dedicated advocate-specific content directly from their input.

How many advocates do GuidePoint Security and UpSlide have signed up?

UpSlide has around 40 advocates, about a quarter of the company. GuidePoint Security has around 155, targeting roughly 280 (25% of the company) by the end of 2025, since historical activity suggests 25-30% is the realistic sweet spot for participation.

How do you get buy-in from employees who don't use social media or don't see its value?

Share concrete internal case studies and specific colleague stories rather than abstract industry stats. Real examples of a coworker's post sparking a client conversation land far more convincingly than generic messaging, and it's fine to accept that not everyone will participate.