[Episode Seventy-Three of ‘The Employee Advocacy and Influence Podcast] 🎧
Unlock the secrets to building and scaling a powerful employee advocacy program, even from scratch! In this eye-opening episode, Lewis Gray and Elliot Elsley chat with Lyuba Meystelplatz, Senior Social Media Strategy Manager at IDeaS Revenue Solutions. Lyuba shares her incredible 15-year journey, detailing how she kicked off employee advocacy programs in 2012 using only spreadsheets, navigated the challenges of securing executive buy-in, and now leads a sophisticated, multilingual program that measures real business impact.
This conversation is a masterclass for senior marketers, employer brand leads, and social media managers looking to elevate their B2B social strategy. Lyuba reveals the turning point that secured a budget for a platform, her North Star for measuring success, from earned media value to sales funnel impact, and the genius tactics she employs to keep advocates active and engaged for the long haul. Learn what works, what doesn’t, and how to cultivate leadership influence that truly drives results.
Key Takeaways:
- Start Small, Win Big: Discover how to launch an employee advocacy program with limited tools and budget, proving its value from day one.
- Secure Executive Buy-In: Discover the precise strategies Lyuba employed to secure leadership buy-in, transitioning from manual efforts to a fully integrated platform.
- Measure What Matters: Move beyond vanity metrics to track earned media value, website traffic, and impact across the sales funnel.
- Sustain Advocate Engagement: Implement proven tactics, such as leaderboards, FOMO, and personalized content, to keep your team motivated.
- Avoid Common Pitfalls: Understand the mistakes to avoid when scaling your program to ensure long-term success and team alignment.
Winning Executive Buy-In: Recognition Over Metrics
Lyuba found that executives were far more likely to embrace advocacy when it was framed in terms of personal recognition rather than abstract marketing results. Leaders valued the tangible feedback they received, such as industry peers commenting on a LinkedIn post or referencing their content at events, because it reinforced their professional reputation. Elliot noted that these stories resonate more deeply with commercial leaders than charts of impressions or reach. The lesson: advocacy managers should position participation as a way for executives to strengthen their personal influence, while also supporting company goals.
From Vanity Metrics to Funnel Impact
Rather than relying solely on broad measures like earned media value, Lyuba emphasized the importance of mapping advocacy content against the customer journey. Her team now analyzes which campaigns, formats, and languages contribute to awareness, engagement, and ultimately, conversions. With UTM tracking and analytics support, they can draw clear connections between advocacy and revenue outcomes. For marketing leaders, this highlights the shift from celebrating “likes” and shares to demonstrating how advocacy drives real business results at every stage of the funnel.
Sustaining Advocates Through Value and Community
Keeping employees engaged in advocacy requires more than a steady stream of posts; it’s about delivering personal value and fostering a sense of community. Lyuba ensures advocates understand the benefits, from sparking sales conversations to building their own thought leadership. She challenges misconceptions, such as the idea that more posts don’t always mean more engagement, by showcasing leaderboards that spotlight quality interactions. Elliot Elsley added that programs thrive when they feel like communities, supported with fresh content, tailored updates, and a subtle fear of missing out, tactics such as “use it or lose it” program access. The result: advocates remain motivated and invested over the long term.
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Selina Sher Gill
Selina has a Master's Degree in Marketing and Brand Management, and is DSMN8's Digital Marketing Executive. She's a pro at creating and editing video content, using these skills to create short-form social media videos and edit the Employee Advocacy and Influence podcast.
