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How to create a successful advocacy program

How to create a successful advocacy program | Brad Dickinson - Social HP

In this episode of the Tekpon SaaS Podcast, host Cristian Dina interviews Brad Dickinson, co-founder of Social HP. This SaaS platform specializes in employee advocacy and executive thought leadership. The episode delves into the nuances of creating a successful advocacy program, overcoming common industry challenges, and the journey of Social HP from its inception to its current state.

Social HP’s platform enables organizations to encourage their employees to disseminate company achievements and their personal work experiences. The tool also helps executives establish and promote their thought leadership, amplifying their reputation and reach.

Brad emphasizes that activating employees for advocacy is crucial regardless of company size. However, it poses significant challenges, such as the marketing message’s relevance, consistency, and longevity. Social HP solves these issues by enabling marketing and communications teams to stage content for employees to share at their discretion, fostering a streamlined approach to advocacy campaigns.

The episode then discusses Sessions, an alternative to traditional digital meeting platforms. It highlights its user-friendly interface and innovative features for professional online interactions.

Brad later explains that Social HP’s ideal customer profile can range from startups to large corporations, noting that both ends of the spectrum benefit significantly from its solutions.

The platform can be handy for smaller companies due to limited resources and a more vital need for effective brand awareness. The pricing model for Social HP is per seat and scalable, making it accessible to organizations with varying employee numbers.

Brad identifies cash flow management and product feature creep as the two main challenges SaaS companies face, including Social HP. He stresses the discipline required to manage financial fluctuations and to focus product development efforts on features that bring substantial value to a significant portion of the client base.

Cristian thanks Brad for sharing his insights and experiences on the podcast, marking the end of an enlightening conversation on employee advocacy, thought leadership, and building a SaaS business from the ground up.

Podcast Host & Guest(s)

Cristian Dina


Cristian Dina

Managing Partner & SaaS Podcast Host @ Tekpon

Managing Partner & SaaS Podcast Host @ Tekpon

As one of the founding members of Tekpon, Cristian has worn many hats within the company, but perhaps none shines brighter than his role as the charismatic host of the Tekpon SaaS Podcast. With over 200 SaaS industry leaders gracing his episodes, Cristian's insatiable curiosity ensures he always has one more question. Cristian is a community builder at heart, being the Bucharest city leader for SaaStock Local and the author of the best-selling book King of Networking.


Brad Dickinson

Brad Dickinson is the co-founder at Social HP

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