Cheryl and Mark Burgess – Reach Personal Branding Interview Series


Mastering the Win/Win of Social Employee Advocacy


On October 13, 2016 William Arruda, founder of Reach Personal Branding, interviewed Cheryl and Mark Burgess.


What is social employee advocacy marketing, and why is it a win/win for both brand and employee? The rise of social technologies have transformed business in many fundamental ways, giving rise to seemingly limitless new possibilities in how organizations communicate, collaborate, and innovate both internally and externally. Make no mistake, this is the era of the social employee. But the question remains: How can organizations harness the power of this new plugged-in and empowered workforce?

In this interview you will:

    • Discover the power of social employee advocacy marketing and how to enable social processes within your organization
    • Learn about the benefits of personal branding for both the employee and the organization
    • Develop strategies for designing and implementing a social employee pilot program for companies of any size
    • Unlock the secret to social advocacy best practices—such as social listening, content marketing, and community building



Cheryl Burgess (@ckburgess), co-founder and CEO of Blue Focus Marketing, a social branding firm that helps transform brands from the inside out by implementing strategic social business initiatives that empower social employee engagement and social executive leadership. Burgess is the co-author of the best-selling book The Social Employee (McGraw-Hill) and Social Employees: The New Marketing Channel, a video tutorial course for, and has contributed thought leadership to Harvard Business Review—Italia, Wharton’s Future of Advertising 2020 project, and numerous industry publications such as and She has served on advisory boards for The Economist Intelligence Unit and CultureSphere, and has been recognized by organizations such as IBM, Forbes, and the Twitter Shorty Awards for her social business leadership. Her international speaking credentials include appearances at events such as AMP Australia and New Zealand; the Social Business Forum in Milan, Italy; IBM Connect, Dell World, and Pivotcon.

Mark Burgess (@mnburgess) is co-founder and President of Blue Focus Marketing.  Mark is co-author of the best selling book, The Social Employee – “How Great Companies Make Social Media Work.” His book features success stories from IBM, AT&T, Dell, Cisco, Southwest, Adobe, and Domo. He is a digital marketer, content marketing strategist, speaker, marketing executive, and educator. He is also an online course author for + LinkedIn, and HBR Italia contributor.

Mark lectures part time at Rutgers Business School teaching MBA Marketing courses and executive education. He is an adjunct marketing professor at Fairleigh Dickinson University, where he received his Executive MBA. He has held senior level B2B and B2C positions at PwC, McCann, and AT&T. Mark delivered a TEDx Talk in May 2014 on The Rise of the Social Employee. He is listed on Forbes Top 100 Must-Follow Marketing Minds on Twitter and is ranked #19 in the Top 200 Content Marketing Influencers, and is a contributor to the Wharton Future of Advertising 2020 project.

Download the handout:


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