Think about the dynamic duos in history. You have Batman and Robin. Steve Wozniak and Steve Jobs. Paul McCartney and John Lennon. Fred Astaire and Ginger Rogers. Thelma and Louise. Bert and Ernie. And don't forget: Employees and content. That's right. Employees and content – a duo that is as classic as peanut butter and chocolate. If you're checking out this slide deck, you already know that your employees are stars on social media. By acting as marketers for your company, they can build brand awareness, boost leads, and drive revenue. But here's the catch: your employees need a co-star. They need something that can make them shine even brighter on social media. They need content. Without content, your employees are rather dull advocates for your company. I mean, without content, what will they post to LinkedIn and Twitter? That's why an employee advocacy strategy without a content strategy is no strategy at all. Take a look at this SlideShare, and learn more about content marketing's starring role in employee advocacy.

1. CONTENT’S STARRING
ROLE IN
EMPLOYEE ADVOCACY

2. SETTING THE
STAGE

3. THE AMOUNT OF
CONTENT ON
SOCIAL IS
EXPLODING.

4. In 2012, Facebook users
shared 684,478 pieces
of content every minute.
In 2014, Facebook users
shared 2,460,000
pieces of content every
minute.
Source: Domo

5. In 2012, Twitter users
sent over 100,000
tweets every minute.
In 2015, Twitter users
send 347,222 tweets
every minute.
Source: Domo

6. WITH SO MUCH CONTENT,
HOW DO YOU
STAND OUT?

7. ON SOCIAL,
YOU HAVE
THREE OPTIONS.
WITH SO MUCH CONTENT,
HOW DO YOU
STAND OUT?

8. OPTION 1:
ORGANIC REACH

9. OPTION 2:
PAID REACH

10. OPTION 3:
EMPLOYEE ADVOCACY

11. Option 1: Organic Reach
Organic reach is on the decline.
Companies reach between
2% and 6% of their followers
on social media (Forrester).

12. Option 1: Organic Reach
Organic reach is on the decline.
Companies reach between
2% and 6% of their followers
on social media (Forrester).
Furthermore, buyers don’t trust brands.
Only 16% of people trust
businesses “a great
deal” (Edelman Trust
Barometer).

13. Option 2: Paid Reach
The majority of ads aren’t seen by humans.
54% of online ads aren’t seen
by human beings. So, a lot of
ad spend is wasted (Proxima).

14. Option 2: Paid Reach
The majority of ads aren’t seen by humans.
54% of online ads aren’t seen
by human beings. So, a lot of
ad spend is wasted (Proxima).
Besides, people don’t trust online ads.
Only 48% of people trust ads
on social media – less than
nearly any other platform
(Nielsen).

15. Option 3: Employee Advocacy
Believe it or not, your employees are your
best marketing asset on social media.

16. Option 3: Employee Advocacy
Believe it or not, your employees are your
best marketing asset on social media.
Here’s why…

17. Option 3: Employee Advocacy
Employees are more trusted than social ads.
84% of people trust
recommendations from
people they know; 48% trust
social ads (Nielsen).

18. Option 3: Employee Advocacy
Employees are more trusted than social ads.
84% of people trust
recommendations from
people they know; 48% trust
social ads (Nielsen).
Buyers want authentic human interactions.
More “authentically human
interactions” correlates with
greater customer satisfaction
(J.D. Power).

19. Option 3: Employee Advocacy
So, empower your employees to build trust
with buyers and provide the human interaction
your buyers crave.

20. Option 3: Employee Advocacy
So, empower your employees to build trust
with buyers and provide the human interaction
your buyers crave.
It’ll pay off…

21. Option 3: Employee Advocacy
Employees on social build brand awareness.
Brand messages are
reshared 24x more frequently
when distributed by
employees vs. brand (MSL
Group).

22. Option 3: Employee Advocacy
Employees on social build brand awareness.
Brand messages are
reshared 24x more frequently
when distributed by
employees vs. brand (MSL
Group).
Leads from employee advocacy are good leads.
Leads developed through
employee social marketing
convert 7x more frequently
than other leads (IBM).

23. BUILDING YOUR
AUDIENCE THROUGH
EMPLOYEE ADVOCACY

24. For employee advocacy to work, your
employees need content.
Otherwise, what will your employees
share on social media?

25. UH OH! THEREIN
LIES A PROBLEM.

26. Your employees need content, but
marketers aren’t able to create enough content.
Only 32% of marketers are
able to create enough
content to meet their needs
(Aberdeen Group).

27. It’s unreasonable to expect marketers to create
enough original content for their employee
advocates.

28. It’s unreasonable to expect marketers to create
enough original content for their employee
advocates.
Just think about the amount
of content you’d need.

29. It’s unreasonable to expect marketers to create
enough original content for their employee
advocates.
Twitter best practices
suggest 10-14 daily updates.

30. It’s unreasonable to expect marketers to create
enough original content for their employee
advocates.
Is your team going to
generate 10-14 pieces of new
content each day?

31. So, what’s a marketer supposed to do?
Where’s the content going to come from?

32. THE SOLUTION:
THE 4-1-1 RULE
Supplement your
branded content with
other people’s content.
In a nutshell:

33. THE SOLUTION:
THE 4-1-1 RULE
“For every one self-
serving tweet, you share
one relevant tweet and
most importantly four
pieces of content written
by others.”
The original rule:

34. THE SOLUTION:
THE 4-1-1 RULE
“For every one self-
serving tweet, you share
one relevant tweet and
most importantly four
pieces of content written
by others.”
The original rule:

35. THE SOLUTION:
THE 4-1-1 RULE
“Share four pieces of
content written by others
for every one soft
promotion (e.g. an ebook)
and for every one hard
promotion (e.g. demo
request).”
Adapted for multiple social networks:

36. THE SOLUTION:
THE 4-1-1 RULE
“Share four pieces of
content written by others
for every one soft
promotion (e.g. an ebook)
and for every one hard
promotion (e.g. demo
request).”
Adapted for multiple social networks:

37. THE 4-1-1 RULE IS
NOT JUST A
BEST PRACTICE.
“Best-in-Class
sellers cite content,
especially third-
party content, as
effective or highly
effective.”
(Aberdeen Group)

38. What’s more,
employees are
most likely to share
third-party content,
specifically news
articles about their
industry.
(Trapit Research)

39. In other words, if you want your employees
to be active on social, don’t focus solely on your
company’s content.
Provide your employees third-party content
they want to share – like industry news.

40. QUICK
POINTER #1

41. Before you evaluate employee advocacy
solutions, define your content strategy.

42. ASK…
• Who will be in charge of our
content strategy?
• How will we organize our
content (e.g. by business units,
by verticals)?
• What types of content do we
want employees to share?
• What types of content do
employees want to share?
• What types of content do
buyers want us to share?

43. ASK…
• Will this solution allow me to
carry out my company’s
content strategy for employee
advocacy?
• Can I easily provide my
employees with content and
sample messages?
• Does this solution offer a
content library out of the box?
When evaluating advocacy platforms…

44. QUICK
POINTER #2

45. Think about how much time and money
your company spends on creating content.
In 2012, North American
marketers spent $40.2b to
produce and distribute
content
(Custom Content Council).
Regarding branded content…

46. A lot of your time and money is wasted.
One-third of marketing assets
go unused or underutilized
(IDC).

47. That’s roughly $13.27b of wasted or
underutilized content.
(One-third of $40.2b is
$13.27b.)

48. Fix this problem by storing content in a library
that is easily accessible to employees.
Empower your employees to share
and recycle your content.

49. QUICK
POINTER #3

50. When searching for third-party content to share,
work smarter.

51. Some companies employ teams of marketers to
search the web and copy/paste links into a
Microsoft Word document for their advocates.

52. Then, those professional copy-and-pasters have
to compose an e-mail and circulate the Word
document among their employees.

53. That takes several hours every day.

54. That takes several hours every day.
Are you thinking what we’re
thinking?

55. That takes several hours every day.
That’s a lot of needless
manual effort, isn’t it?

56. There’s a platform that makes things easier.

57. Trapit is the only employee advocacy solution
with robust content capabilities.

58. Not only does Trapit provide you with a place to
store your branded content;

59. Not only does Trapit provide you with a place to
store your branded content;
It discovers content that
your employees will want to share and
your buyers will want to consume.

60. REVIEWS

61. “Since we implemented Trapit, the field is
happier with the content we are putting out
there, and we can always find content that
mirrors the message we are trying to get to our
consumers.”
VP of Brand Marketing,
One of the largest life insurance
companies in the U.S.

62. “With Trapit, we are able to obtain a high volume
of high quality third-party content that has
increased our social credibility and engagement
with influencers.”
Marketing Executive,
Fortune 100 technology company

63. “The right content builds strong relationships,
while the wrong content gets you caught in the
clutter. Trapit allows us to provide the field with
strong content that makes contacts feel we
know and understand them. And when this
happens, it helps us build trust. ”
VP of Brand Marketing,
One of the largest life insurance
companies in the U.S.

64. About Trapit
Trapit is the platform for authentic employee
advocacy and social selling.
Our technology empowers employees on social
media with content that is proven to spark
engagement and drive sales.

65. Visit trapit.com to learn more.