According to Sprout Social, team member advocacy is the promotion of an organization by its staff members. People trust recommendations and content from people they know. They trust these people a lot more than they trust marketing messages from companies on organic brand social channels or paid social media advertising. We know this when a team member can post the same content the brand channel publishes, but because the message was more personal, more human, the team member gains significant engagement over the brand channel.
To enable all GitLab team members to confidently and comfortably share GitLab related stories on their personal social media channels in a way that is risk adverse yet provides measureable performance.
Bambu by Sprout Social is an employee advocacy platform for you to share content across LinkedIn, Twitter or Facebook. Bambu enables you to quickly and easily share content on LinkedIn, Twitter and Facebook to amplify our brand reach and help establish your personal brand on social media.The goal of this tool is to centralize content that is valuable to our audience.
First, you'll need to confirm that you have been assigned the Bambu application in Okta in order to use it. Curators should already have access. We'll be communicating with the team to onboard the tool for team members to use. If you are not assigned Bambu in Okta and you are interested, please reach out to the team in the #social-advocacy Slack channel.
You'll need to log into Okta and locate the Bambu logo tile. Click on the Okta tile and you'll automatically be logged in for the first time. You'll be promoted to confirm a few items and that's it! You'll always have access to Bambu via logging in with Okta.
Once you've logged in for the first time, save a bookmark in your browser for https://gitlab.getbambu.com/login
Click the login with SSO option at the bottom of the page
When you log into Bambu, you will see a collection of stories curated specifically for you.
This is a centralized hub for you to learn, build your reputation online, and help spread the word about GitLab by sharing these stories with your networks on Facebook, LinkedIn, and Twitter. We made it easy to share, too.
When you click the share icon on any story, you’ll see that we’ve added a suggested status update. Of course, you’re welcome to adjust or completely rewrite it to match your own voice (the only exception to this will be when you’re sharing content that needs to be worded a certain way for compliance reasons, in which case, we'll say so in the notes).
As often as you like, but try to make a habit of logging in at least once a week, as we are constantly adding new and useful information.
We will make sure that any time-sensitive stories find their way to you through Slack, like in the #whats-happening-at-gitlab channel.
There are other ways to stay in touch with the latest stories to share:
Create a recurring Slack reminder to check Bambu once a week or every other week
If you run your workday via your calendar, consider adding a 25 min block once a week or every other week to login and share the latest stories
It’s possible to spend less than 25 minutes every time you log into Bambu to schedule content on your social media channels for a week or two. We highly recommend taking advantage of the “Send Later” button feature when you want to share a story.
The GitLab Social Team are the administrators of the social advocacy program. Admins have all access to our tool, Bambu, as needed to operate the program. Admins may act as curators from time to time as well.
If you have questions or would like to learn more, consider sending a message in the #social-advocacy Slack channel.
|Kristen Sundberg||Curator and Program Admin|
|Wil Spillane||Technology Owner and Admin|
Curators are selected intentionally to drive our advocacy content strategy and specific team members are asked to take on the role of a curator as a part of their everyday jobs at GitLab. We will have curators representing all areas of GitLab the brand and the product in order to curate a list of related content worth sharing on social media.
Curators have all Reader access as well as the ability to curate stories and submit them to a Manager or Admin for approval.
Join the #social-advocacy-curators Slack channel to stay in touch with the curator program and the latest news. This channel is intended for team members who are identified as content curators only.
All team members can access the Stories feed, share to their social networks and leverage the Suggestions feature to submit links to a Manager or Admin for complete Story curation.
Access to Bambu is provided via an Okta tile - please log in to Okta and find the Bambu logo tile to Log on.
Join the #social-advocacy Slack channel to stay in touch with the program and the latest news.
While we have a team of content curators working to add relevant and fresh content for the whole team to share on a regular basis, you may come across content that you'd like us to consider adding to Bambu, mainly content from 3rd party sources: your own blogs or a partner website link. Here's how to suggest content to an admin to add to Bambu.
Please note that most of what is approrpriate to share that comes from GitLab will be curated already.
Scheduling stories on your social media channels is the best way to automate some of the manual work behind promoting content on social media. While it still requires you to check out Bambu and to edit the copy suggestions, you can "set it and forget it" and bulk a week or two worth of social posts in one short period of time. This is how the scheduling feature looks in Bambu.
Consider scheduling posts during your timezones regular business hours — at the start of the work day (7am - 10am) around lunch time (11am - 1pm) and just after the end of the day (5pm - 7 pm). What works for your followers may also be different - it's important to check out post performance and to try out different times to see which would work best. Sorry, Bambu doesn't provide "best time of day" for scheduling posts.
The Slack integration will allow us to broadcast a Bambu story link to Slack, giving our team the headsup on big news items that we'd like to share. This will allow GitLab to continue operating like GitLab. You can also check out the latest stories on Bambu inside of any Slack channel by using
/bambu for a private message showing you our top stories.
Access to Bambu is provisioned via Okta. And Okta app assignments are provisioned from our okta-bambu-users Google Group. In order to get access as a curator or user of Bambu, the team member will need to be added to the okta-bambu-users Google Group. This group then automatically assigns the Bambu app access in the team member's Okta within the next hour or so.
The reverse is also true: when a team member is removed from the okta-bambu-users Google Group, they will be deprovisioned from the Okta app assignment and therefore from Bambu. As a part of the all team member offboarding process, we've identified the deprovisioning necessary for Bambu access. @wspillane is assigned every offboarding issue and follows this workflow:
Not Applicable to Team Memberbox - no further instructions
We'll run contests for team members from time to time to enable more sharing across particular topics or campaigns. You'll find out about these contests in the #whats-happening-at-gitlab Slack channel.
Conversion Rate - the percentage of team members invited to the program that are actually participating
Active Participation - the percentage of team members that are engaged in the program and sharing on any given reporting period (week/month/quarter)
Top Contributors identifying top contributors helps to understand the kind of content that will work best and recognizing top contributors is a good way to keep the program engaging
Organic reach - the number of people seeing content shared through Bambu by our team member advocates
Engagement - measuring the number of actions taken on content shared through Bamby by our team member advocates (think likes, clicks, comments, and shares)
Ad value or equivalency - similar to how we measure this for the brand, this is measured in a dollar value for advertising determined by the sum of a reporting period's equivalent CPM + CPC costs
Learning from the sections below and adding your learnings to the practices of using Bambu for GitLab-related social media posts, you'll become a company champion on social media. Check out some of our concepts below and always feel free to reach out to the #social-advocacy Slack channel with any questions.
If you've written a blog for our site, contributed to our latest release, or joined a webinar/webcast, you should want to tell your networks about it. Not only does this provide a way to build your following and expertise in the public domain, but it's also a great way to add critical promotion to your work. Promoting on social media isn't just about the GitLab brand channels. It's an orchestra of efforts, which includes team member support and advocacy.
When responding to posts from your account, feel free to incorporate your style and voice. Talk to people as if you were talking to them in person. Be sure to speak with “we” and not "I" (as often as appropriate) to represent the company and the community.
Someone doesn’t like something? Ask them to tell us more in the issue tracker. Someone thinks GitLab could be better? Invite them to submit a feature proposal. Any criticism is an opportunity to improve in our next iteration.
Please do not engage in competitor bashing. Instead, highlight positive differences — it's best to focus on the ways that GitLab outperforms other solutions.
You may come across angry users from time to time. When dealing with confrontational people, it’s important to remain level-headed. Sometimes, the best course of action is to walk away and not engage with the person at all. Use your judgment in how you approach rude or off-putting comments from strangers in real life to help you decide.
For a foundational understanding of these nuances, read GitLab's guide to communicating effectively and responsibly through text.
If you are unsure if you should respond to someone who has responded to your posts, join the #social_media_action Slack channel and ask for feedback.
Profile assets for social media can be found in the corporate marketing repository
Please do not use the GitLab logo as the avatar for your accounts on social. You are welcome to use our branded banners, but your profile avatar mustn't lead users to confuse your account with the official GitLab accounts.
While you should display the fact that you work at GitLab in your bio if you intend to advocate for GitLab on social, we suggest that you avoid including the word
GitLab in your handle. Team member advocacy is incredibly valuable, and we are lucky to have so many engaged team members, but creating an account to solely post about GitLab is not adequate. Team member advocacy is so powerful that people trust employees more than brands and executives. Your advocacy is powerful when it is authentic, and having an account that only exists to promote GitLab will not ring true to others who browse your tweets.