Get Social | An Employee Ambassador Initiative at Avery Dennison


Under the leadership of James Moat, Avery Dennison is mobilizing employees to Get Social for inspired storytelling that is good for business development, talent acquisition and talent retention. James Moat is Director of Global Digital Communications at Avery Dennison, a maker of “innovative sticky stuff” that has operations in more than 50 countries and employs over 25,000 people.


Established in 1935, Avery Dennison is a global leader in labeling and packaging materials solutions. Listen to this episode to hear about their social business journey and how two years into it, James already realizes that it’s a worthy, never-ending journey.


On This Episode You’ll Discover:

  • How Avery Dennison started using social media with a strategy in place and the two lenses they approached it from.
  • How Avery Dennison identified seven types of users in social media: creators, conversationalists, critics, collectors, joiners, spectators, and inactives; and how Avery Dennison is focusing on the creators, critics, and conversationalists.
  • What kind of content Avery Dennison creates for their four key target audiences: their customers, shareholders, communities, and employees.
  • How social media is powerful across business functions in addition to marketing.
  • How the talent acquisition department is working with communications for social recruiting.
  • What James means when he says there is inequality in social media and how Avery Dennison is involving employees in the “Get Social” initiative to bridge that gap.
  • How 90% of all postings are from 1% of users and the remaining 10% of postings are from 9% of users.
  • How “Get Social” is a centralized employee resource and ambassador program to mobilize employees as advocates.
  • Why Avery Dennison aims to educate employees on the basics of social media, and what they share to train employees to leverage social media personally and professionally.
  • How ten years ago only paid media was available and how social media has created the opportunity for owned, earned and paid media.
  • Why James says social media is starting to evolve into more of a paid model.
  • How the involvement of senior leadership at Avery Dennison was encouraged by building a case for them at their level.
  • How 80% of employees would rather work for a social CEO.
  • How Avery Dennison and Rainforest Alliance partnered with The Guardian on a section focused on sustainability for an 8-month long campaign.
  • Why James says their 2-year old social business journey will be never-ending.
  • Why James says, “The power of social media can be so big for any company on the B2B or B2C side, regardless of size.”
  • How James defined key performance indicators to communicate to senior management the growth of the Get Social program and how it impacts the business.

“The power of social media can be so big for any company on the B2B or B2C side, regardless of size.” -James Moat

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  • Why James says to “learn, adjust, and grow” in your digital communications.

Featured On This Episode:

There are TWO WAYS you can listen to this podcast with James Moat from Avery Dennison.

You can click the Listen Now button at the top of this page… Or, you can listen from your mobile device’s podcast player through iTunes or Stitcher.

P.S. Don’t miss next week’s podcast episode with Kirsten Chiala, Digital Content Manager for Cisco’s Social Media Communications.Subscribe to our podcast to stay current on new episodes delivered to your inbox every Friday!

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