Card 5: Employee advocacy suites (EveryoneSocial, Haiilo, Sociabble, DSMN8, Oktopost) · 09 Battlecards

Their pitch: get employees resharing approved company content at scale, increasingly with captions adapted to each person's voice.
Our edge: original posts from each person's own expertise, for firms under about 200 people with no programme manager, with Holly doing the routine work.
Ask: "What share of the people you invited were still posting in month six, compared with month one?"
Where they win: scale, enterprise integrations, gamification; distributing company news to thousands. Oktopost: CRM integration and pipeline attribution, which we do not offer.
Where we win (GREEN): original posts in each person's voice, from news, watched subjects or their meetings, not variants of one caption; built for firms under about 200 without a programme manager; rules checked before every post and approval chains; published founding seat prices, software all in.
Evidence you may quote (say the source): about 6.5% of employees share content on LinkedIn across 19,727 companies (8.8% in staffing and recruiting); personal posts earned about 9.2 times the engagement of reshared corporate content in one 517,000-post study (both DSMN8, 2026: vendor data; also a competitor: never name in social or marketing copy).
Landmines: the month-six question, then "Are the posts original, or versions of the same caption?" "Who runs the programme day to day, and what happens when they're on holiday?" Held, DO NOT USE until Dom and Karl supply a written answer: "What happens when someone's LinkedIn connection expires? Who notices?"
If they say:
"We tried employee advocacy and it died." Say: "You're not alone: fading participation is a problem often reported with advocacy programmes, and it's usually not the people. Resharing the same company post gets old fast. We start from what each person knows, and Holly does the drafting."
"DSMN8 does personal voice now." Say: "It adapts captions to people's voices, a real step. Ours writes original posts from each person's expertise. Ask your people which they'd rather put their name to."
"Oktopost connects to our CRM." Say: "It does, and if that's the main requirement, it's a point in its favour. CRM connections aren't something we're offering at launch; tell me which one you use and I'll note it."
Never say: that Maktura's participation rates beat theirs (no data yet); that any of them "lack AI voice"; their contract values as fact.
Switch story: "Start with the people who'll actually post," then the standard switch kit and grow from the 30-day review. Seats added later take the account's band (Commercial answers).
Reference: DSMN8 (UK): quote only; plans cited at $850 to $3,500 a month, annual; "Personal Voice AI" (Dec 2025) adapts captions and, per the same source, does not write original posts; poor fit under about 200 staff (Supergrow, a competitor, 22 May 2026 [C]: older than a quarter). EveryoneSocial, Haiilo and Sociabble: contact for pricing (G2, Oct 2026) [R]. Oktopost: pricing not public; a May 2026 "Advocacy Agent" from battlecards v2 is not re-verified, so assume AI voice features. Buyers: corporate comms teams in organisations of 500 plus with a programme manager.