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How to Measure the Impact
of Employee Advocacy
Presented By:
Bradley Yeater – Marketing Manager,
GaggleAMP
Amelia Ibarra - Demand Generation &
Customer Marketing Manager,
BrightFunnel
How to Measure the Impact of Employee Advocacy
How to Measure the Impact of Employee Advocacy
What is Employee Advocacy?
How is it being
implemented?
● Marketing
● Sales
● Public Relations
● Human Resources
Stop # 1:
Develop an internal social media
training. Go over the basics, the
not-so basics and highlight the
importance of internal, employee
advocacy.
Stop # 2:
Encourage employees to get
involved. Keep them motivated
with regular lunch & learns or a
swag program.
Stop # 3:
Set your goals for marketing,
sales, PR or Human resources.
Develop a list of actions &
activities to roll out company wide
using a platform like GaggleAMP
Roadmap for Adoption:•
When it comes to an internal training, go over
topics like tone of voice for company-related
posts, how to mix in social selling and ways for
employees to develop their own brand while
elevating the company as a whole.
Consider creating an internal social media policy
with clear & concise guidelines.
Using a rewards program with company swag is a
great way to keep internal employees motivated,
while still having the end goal of elevating the
brand!
Internal Adoption Tips
Start with outcomes in mind
Different Types of Goals:
What is your end goal?
● Brand awareness
● Event promotions
● Downloads
● Audience Growth
How does this align with the
rest of your marketing goals?
Map Your Goals to Activities + Actions
Goal: Activities: Trackable Actions:
Brand Awareness (Internal) Have employees
follow company leaders
(External) Employees RT or
Share on social a company
blog post w/ their own
comments
Use UTMs to see how many
people shared the blog post
and track the pageviews
Event Promotions Have employees share photos
of themselves or do a live
stream during the event
Use a hashtag to keep track of
how many photos and likes or
views were accumulated
Downloads (content exposure) Give employees a unique url
to share gated content
Track the number of
downloads that were the
result!
Tracking Tactics
Marketing Tracking
Step # 1: Use UTMS
● UTM stands for Urchin Tracking
Module
● 5ys ago Google purchased Urchin
and rebranded it Google Analytics
● A UTM tag is a tracking marker
appended to a URL
● https://ga-dev-
tools.appspot.com/campaign-url-
builder/
Marketing Tracking
Using Google Analytics + UTMs
Set Up Your Tracking
Decide on a UTM naming convention before you start.
Marketing Tracking
Step # 2: Connect to MAP
● Have your Marketo forms listen for
each UTM field so that it captures all
the information
Marketing Tracking
Make sure your marketo program is listening for an element of
your UTM string by using the “querystring” field.
Marketing Tracking
Check your conversions
● Create a program in Marketo to see
how many people came from your
unique URL
● Sync your marketo program to
Salesforce
● Use a multi-touch attribution tool
like BrightFunnel to see its impact on
pipeline & revenue!
Marketing Tracking
Factor in Costs & Savings
CPL
Cost of Employee Advocacy Solution/Leads Driven by
Employees = Cost Per Lead from Employees
Ex: $1,000/14 = $72.14
Advertising Cost Offset
Employee Generated Clicks x Average Cost Per Click - Cost
of Employee Advocacy Solution = Amount Saved on Ads
Ex: 23,839 clicks x $1.84 - $1,000 = $42,863.76
Sales Metrics
Social Leads
Mechanism to tag leads from social
interactions
Employee Generated Deals
UTM Parameters to track closed deals that
originated from employee sharing
PR Metrics
Share of Voice
Compare Reach & Impressions over time
> Use Google Analytics or native social media
network analytics
Measure growth as new advocates are added
Influencer Outreach
Journalists, Analysts and Influencers engaged
> Tip: Engage an influencer by having your
company RT or share something they’ve
posted
Human Resources Metrics
Recruiting
Applicants driven by employee sharing
Engagement
Percentage of Company involved in program
Internal traffic to company resources & news
What matters most?
Best Practices for Employee Advocacy
Best Practices
● Get executive buy-in early. Make
sure they are a part of the program
so they experience the benefits
firsthand.
● Make sure your program is
voluntary. Don’t force participation
or track individual employee activity
● Content segmentation and variety is
key. Make sure employees get
relevant content for their audience
from both internal and external
sources
Best Practices
● Rewards programs are great! Get creative
with your company swag and give out
items like socks, gym bags, jackets
● Create internal champions for each
department that can help rally your
employees
● Make it super easy for employees to
participate, use an advocacy platform like
GaggleAMP, which comes with a handy
app!
Thank you!
Bradley Yeater
Marketing Manager
Amelia Ibarra
Demand Generation & Customer
Marketing Manager

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How to Measure the Impact of Employee Advocacy

  • 1. How to Measure the Impact of Employee Advocacy Presented By: Bradley Yeater – Marketing Manager, GaggleAMP Amelia Ibarra - Demand Generation & Customer Marketing Manager, BrightFunnel
  • 4. What is Employee Advocacy?
  • 5. How is it being implemented? ● Marketing ● Sales ● Public Relations ● Human Resources
  • 6. Stop # 1: Develop an internal social media training. Go over the basics, the not-so basics and highlight the importance of internal, employee advocacy. Stop # 2: Encourage employees to get involved. Keep them motivated with regular lunch & learns or a swag program. Stop # 3: Set your goals for marketing, sales, PR or Human resources. Develop a list of actions & activities to roll out company wide using a platform like GaggleAMP Roadmap for Adoption:•
  • 7. When it comes to an internal training, go over topics like tone of voice for company-related posts, how to mix in social selling and ways for employees to develop their own brand while elevating the company as a whole. Consider creating an internal social media policy with clear & concise guidelines. Using a rewards program with company swag is a great way to keep internal employees motivated, while still having the end goal of elevating the brand! Internal Adoption Tips
  • 9. Different Types of Goals: What is your end goal? ● Brand awareness ● Event promotions ● Downloads ● Audience Growth How does this align with the rest of your marketing goals?
  • 10. Map Your Goals to Activities + Actions Goal: Activities: Trackable Actions: Brand Awareness (Internal) Have employees follow company leaders (External) Employees RT or Share on social a company blog post w/ their own comments Use UTMs to see how many people shared the blog post and track the pageviews Event Promotions Have employees share photos of themselves or do a live stream during the event Use a hashtag to keep track of how many photos and likes or views were accumulated Downloads (content exposure) Give employees a unique url to share gated content Track the number of downloads that were the result!
  • 12. Marketing Tracking Step # 1: Use UTMS ● UTM stands for Urchin Tracking Module ● 5ys ago Google purchased Urchin and rebranded it Google Analytics ● A UTM tag is a tracking marker appended to a URL ● https://ga-dev- tools.appspot.com/campaign-url- builder/
  • 14. Set Up Your Tracking Decide on a UTM naming convention before you start.
  • 15. Marketing Tracking Step # 2: Connect to MAP ● Have your Marketo forms listen for each UTM field so that it captures all the information
  • 16. Marketing Tracking Make sure your marketo program is listening for an element of your UTM string by using the “querystring” field.
  • 17. Marketing Tracking Check your conversions ● Create a program in Marketo to see how many people came from your unique URL ● Sync your marketo program to Salesforce ● Use a multi-touch attribution tool like BrightFunnel to see its impact on pipeline & revenue!
  • 18. Marketing Tracking Factor in Costs & Savings CPL Cost of Employee Advocacy Solution/Leads Driven by Employees = Cost Per Lead from Employees Ex: $1,000/14 = $72.14 Advertising Cost Offset Employee Generated Clicks x Average Cost Per Click - Cost of Employee Advocacy Solution = Amount Saved on Ads Ex: 23,839 clicks x $1.84 - $1,000 = $42,863.76
  • 19. Sales Metrics Social Leads Mechanism to tag leads from social interactions Employee Generated Deals UTM Parameters to track closed deals that originated from employee sharing
  • 20. PR Metrics Share of Voice Compare Reach & Impressions over time > Use Google Analytics or native social media network analytics Measure growth as new advocates are added Influencer Outreach Journalists, Analysts and Influencers engaged > Tip: Engage an influencer by having your company RT or share something they’ve posted
  • 21. Human Resources Metrics Recruiting Applicants driven by employee sharing Engagement Percentage of Company involved in program Internal traffic to company resources & news
  • 23. Best Practices for Employee Advocacy
  • 24. Best Practices ● Get executive buy-in early. Make sure they are a part of the program so they experience the benefits firsthand. ● Make sure your program is voluntary. Don’t force participation or track individual employee activity ● Content segmentation and variety is key. Make sure employees get relevant content for their audience from both internal and external sources
  • 25. Best Practices ● Rewards programs are great! Get creative with your company swag and give out items like socks, gym bags, jackets ● Create internal champions for each department that can help rally your employees ● Make it super easy for employees to participate, use an advocacy platform like GaggleAMP, which comes with a handy app!
  • 26. Thank you! Bradley Yeater Marketing Manager Amelia Ibarra Demand Generation & Customer Marketing Manager