Anita Veszeli runs social media, employee advocacy and influencer marketing at Ericsson globally, which involves around 10% of their global workforce or 11,000 people. 

Their Social-First Thinking helps her colleagues around the world to better reach and engage with their customers.

We discuss:

1. Why Ericsson runs social advocacy and influencer marketing
2. The economic value it delivers
3. Why advocacy gets the most out of shrinking marketing budgets 
4. Selecting the right employees to become influencers 
5. Selling the strategy to senior management