Re-engaging your brand ambassadors

A great employee advocacy program isn't just about launching it; it's about keeping your ambassadors engaged long-term. Even with a strong start, you might find some employees aren't accepting invites or are becoming inactive after a while.

This is where re-engagement efforts really make a difference: they bring your inactive or new users back to life and help them become enthusiastic brand advocates! Haiilo's activation prompt helps by suggesting popular posts that users might enjoy sharing. However, ongoing and proactive re-engagement is essential. We suggest re-engaging your users quarterly to keep the connection strong and lively.

Identify Inactive Users

To reconnect with your users more effectively, you first need to understand their activity patterns. Using user segmentation helps you customize your strategies.

  • Filter by (In)activity: Use the Users menu to filter users based on specific inactivity patterns, such as their last action or login time.
  • Segment by Team: Sorting by team allows you to see if some groups or departments tend to be less active, so you can identify where extra support might be helpful.

Address Inactive Users

Once you've pinpointed the inactive segments, send each segment personalized re-engagement emails. These messages are great for reminding them of the benefits, offering support, and encouraging their return to the platform. 

It's always a good idea to create reusable email templates that are personalized. Addressing your users by name can really help increase re-engagement and make your messages feel more personal. You can take advantage of your platform's bulk mail feature, the email newsletter feature, or your own email program to send these tailored messages.

Target these segments:

  • Identify users who have yet to connect their social media accounts to the platform. These might be new users who missed a crucial onboarding step. Your email should provide clear instructions and highlight the value they're missing.

    • A video tutorial on how to connect social media profiles.
    • A short outline of Haiilo's benefits (e.g., personal branding, industry thought leadership).

    Example email template "We Miss You"

    Hi XXXX,
    
It looks like you got lost! Let's create, post, and share together again.
    
Log in to https://xxx.smarpshare.com/ and see what content engages you; your
voice and contribution matter.
    
Your Haiilo team

  • These users are almost there! They've completed the initial setup but haven't taken the final step of sharing content. Focus on motivating them to start.

    • A video tutorial highlighting the benefits of using the employee advocacy platform for sharing.

    Example email template "Don't Stop Now!"

    Hi XXXX, 

    We've noticed you've been inactive for a while.

    You've customized your feed and connected your social accounts – 
    now let's start posting and sharing!

    Your Haiilo team

  • These users were once active but have since dropped off. Remind them of what they've missed and give them compelling reasons to return.

    • An overview of popular content or top performers on the leaderboard to show them what's currently trending and the recognition others are receiving.

    Example Email template "Come back, we miss you"

    Hi XXXX, 

    We noticed you logged in once or twice but haven't been back recently.

    We're creating something grand together! Don't miss out – log in to 
    https://xxx.smarpshare.com/ and be part of our amazing brand.

    Your Haiilo team

Remove Inactive Users (When Necessary)

If users consistently don't respond to your re-engagement efforts after a defined period, consider removing them to maintain a clean and active user base. While this process may seem harsh, it is often a necessary step to ensure overall user engagement and platform health.

Further Tips & Tricks

  • Always Include Links: Every communication should include direct links to your platform and helpful resources (e.g., video tutorials on benefits, connecting social media). Bring Haiilo Advocacy to the places your advocates are already working in, like your intranet, Slack, or MS Teams.
  • Offer "Office Hours" or Refresher Training: Provide dedicated times for users to drop in for quick refresh training sessions or to ask questions about the program. Beyond platform usage, offer workshops that teach users how to leverage social media for personal branding and professional growth.
  • "Welcome Back" Post after Breaks: After major holidays or breaks (like summer/winter), create a "Welcome Back" Featured Post on your platform. Use the Notify immediately or Re-notify function to share your popular or recent content.
  • Implement Mini-Surveys: To get to the heart of why activity might be low, consider using small surveys to ask your advocates what features or changes would encourage them to be more active. For example, you might ask questions like:
    • What are the specific challenges or obstacles that keep them from sharing content?
    • Do they have enough time during work hours to use Haiilo?
    • Do they find the content relevant? Would they prefer a variety of content types or a different balance between company and third-party content?
    • Are they considering proposing content, or would they prefer if mainly admins provide it?
    • Would they like more rewards or acknowledgment for their efforts? If so, what kinds would they find most meaningful?
  • Leverage Gamification: Make your platform more engaging! Encourage users to share content by awarding extra points for specific pieces they publish. You can also create reactivation campaigns with appealing incentives that motivate users who haven't been active lately to jump back in. By tapping into their natural competitiveness (use the Leaderboard), you'll foster a lively community. Learn more in Driving participation through gamification.

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