How to help your company grow with LinkedIn & Facebook

1. Social Media Advocacy 101
How to help your company grow with
LinkedIn & Facebook

2. QUESTION:

3. QUESTION:
Do you have family members, friends,
acquaintances, and/or professional
contacts who could benefit from your
company’s product or service?

4. QUESTION:
Do you have family members, friends,
acquaintances, and/or professional
contacts who could benefit from your
company’s product or service?
i think
so-yes!

5. ANOTHER
QUESTION:

6. ANOTHER
QUESTION:
Are you connected with
these people on social
media sites like LinkedIn,
Facebook, and Twitter?

7. ANOTHER
QUESTION:
Are you connected with
these people on social
media sites like LinkedIn,
Facebook, and Twitter?
Yup!
(skip to slide 34)

8. ANOTHER
QUESTION:
Are you connected with
these people on social
media sites like LinkedIn,
Facebook, and Twitter?
Yup!
(skip to slide 34)
No...I’m not on
these sites
(proceed to next slide)

9. The first step to social advocacy is to
set up social profiles

10. Here’s what you need to know about:

11. The world's largest professional network:
300 million strong.
Here’s what you need to know about:

12. The world's largest professional network:
300 million strong.
The best social site for connecting with professional
contacts such as past & present colleagues, B2B prospects,
industry thought leaders, & more.

13. The world's largest professional network:
300 million strong.
The best social site for connecting with professional
contacts such as past & present colleagues, B2B prospects,
industry thought leaders, & more.
Build your own
professional identity
or “personal brand.”
This can help
establish you as a
trustworthy expert in
your field.

14. The world's largest professional network:
300 million strong.
The best social site for connecting with professional
contacts such as past & present colleagues, B2B prospects,
industry thought leaders, & more.
Build your own
professional identity
or “personal brand.”
This can help
establish you as a
trustworthy expert in
your field.
Learn more about
prospects and stay
in touch with them.

15. The world's largest professional network:
300 million strong.
The best social site for connecting with professional
contacts such as past & present colleagues, B2B prospects,
industry thought leaders, & more.
Build your own
professional identity
or “personal brand.”
This can help
establish you as a
trustworthy expert in
your field.
Learn more about
prospects and stay
in touch with them. Get better at your job by following & reading content from
inspirational thought leaders, industry groups, news
publications, and more.

16. The world's largest professional network:
300 million strong.
The best social site for connecting with professional
contacts such as past & present colleagues, B2B prospects,
industry thought leaders, & more.
Build your own
professional identity
or “personal brand.”
This can help
establish you as a
trustworthy expert in
your field.
Learn more about
prospects and stay
in touch with them. Get better at your job by following & reading content from
inspirational thought leaders, industry groups, news
publications, and more.
Share your expertise by
writing and sharing articles
your audience will find
helpful, entertaining, or
interesting.

17. The world's largest professional network:
300 million strong.
GOT IT?

18. The world's largest professional network:
300 million strong.
GOT IT?
Good.

19. Now, set up
your profile
You!

20. Now, set up
your profile
You!
Click here for our step-by-step guide to
setting up your LinkedIn Profile

21. Social networking for family and friends.

22. Social networking for family and friends.
^& businesses too!

23. Social networking for family and friends.
^& businesses too!
Connect with family and friends around any topic that is relevant to
your network. Sometimes this can even include business content!

24. Social networking for family and friends.
^& businesses too!
Connect with family and friends around any topic that is relevant to
your network. Sometimes this can even include business content!
If your business sells
a product/service
that is relevant to
people in your
Facebook followers
list, it might be
worthwhile to share
content there. Just
as long as it is
actually helpful &
relevant rather than
too pushy or sales-y.
You don’t want
anyone to get
annoyed with your
brand.

25. Social networking for family and friends.
^& businesses too!
Connect with family and friends around any topic that is relevant to
your network. Sometimes this can even include business content!
If your business sells
a product/service
that is relevant to
people in your
Facebook followers
list, it might be
worthwhile to share
content there. Just
as long as it is
actually helpful &
relevant rather than
too pushy or sales-y.
You don’t want
anyone to get
annoyed with your
brand.
Facebook last one of the most successful business ad platforms, but
that means it’s harder for business pages to get traction (likes & follows)
without paying. That’s why it’s more helpful than ever for employees to
advocate for their companies using their personal accounts.

26. Social networking for family and friends.
^& businesses too!
Connect with family and friends around any topic that is relevant to
your network. Sometimes this can even include business content!
If your business sells
a product/service
that is relevant to
people in your
Facebook followers
list, it might be
worthwhile to share
content there. Just
as long as it is
actually helpful &
relevant rather than
too pushy or sales-y.
You don’t want
anyone to get
annoyed with your
brand.
Facebook last one of the most successful business ad platforms, but
that means it’s harder for business pages to get traction (likes & follows)
without paying. That’s why it’s more helpful than ever for employees to
advocate for their companies using their personal accounts.
Though Facebook is a more personal network,
there are many groups you can join to gain and
share insight related to your company.

27. Social networking for family and friends.
^& businesses too!
Connect with family and friends around any topic that is relevant to
your network. Sometimes this can even include business content!
If your business sells
a product/service
that is relevant to
people in your
Facebook followers
list, it might be
worthwhile to share
content there. Just
as long as it is
actually helpful &
relevant rather than
too pushy or sales-y.
You don’t want
anyone to get
annoyed with your
brand.
Facebook last one of the most successful business ad platforms, but
that means it’s harder for business pages to get traction (likes & follows)
without paying. That’s why it’s more helpful than ever for employees to
advocate for their companies using their personal accounts.
Though Facebook is a more personal network,
there are many groups you can join to gain and
share insight related to your company.
Like LinkedIn, you
can also use
Facebook to follow
industry leaders and
inspirational thought
leaders.

28. Now, set up
your profile
Click here for our
Facebook’s FAQ on setting
up your first profile

29. &
are generally the most important social
networks for B2B brand advocacy.

30. BUT…

31. BUT…
If your customers are on other social
sites, it’s best to focus your time there.

32. BUT…
If your customers are on other social
sites, it’s best to focus your time there.
Click to read these articles on other social
networks you might be wondering about...
How to Promote
Your Business
with Instagram
56 Ways to Market
Your Business on
Pinterest
14 Ways to Use
Twitter to Market
Your Business

33. Now that you’re
all set up...

34. You might be wondering...what is
social advocacy anyway?

35. Social advocacy
is when employees promote companies on social media.
Source: Social Media Today

36. Social advocacy
is when employees promote companies on social media.
Most organizations embrace employee advocacy with one of four use-cases in mind:
Source: Social Media TodaySource: Social Media Today

37. Social advocacy
is when employees promote companies on social media.
Most organizations embrace employee advocacy with one of four use-cases in mind:
Awareness
Brand development,
community outreach
Source: Social Media Today

38. Social advocacy
is when employees promote companies on social media.
Most organizations embrace employee advocacy with one of four use-cases in mind:
CampaignsAwareness
Brand development,
community outreach
Promotions,
products, events
Source: Social Media Today
Source: Social Media Today

39. Social advocacy
is when employees promote companies on social media.
Most organizations embrace employee advocacy with one of four use-cases in mind:
CampaignsAwareness Support
Brand development,
community outreach
Promotions,
products, events
Customer service,
subject expertise
Source: Social Media Today

40. Social advocacy
is when employees promote companies on social media.
Most organizations embrace employee advocacy with one of four use-cases in mind:
CampaignsAwareness Support Talent
Brand development,
community outreach
Promotions,
products, events
Customer service,
subject expertise
Recruitment, employer
reputation
Source: Social Media Today
Source: Social Media Today

41. What does social advocacy look like?

42. Social advocacy examples
EXAMPLE #1
GOAL: Drive awareness
through brand promotion
and community outreach

43. Social advocacy examples
EXAMPLE #1
GOAL: Drive awareness
through brand promotion
and community outreach

44. Social advocacy examples
EXAMPLE #1
GOAL: Drive awareness
through brand promotion
and community outreach

45. Social advocacy examples
EXAMPLE #2
GOAL: Promote
campaigns, products,
and/or events

46. Social advocacy examples
EXAMPLE #2
GOAL: Promote
campaigns, products,
and/or events

47. Social advocacy examples
EXAMPLE #2
GOAL: Promote
campaigns, products,
and/or events

48. Social advocacy examples
EXAMPLE #3
GOAL: Support
prospects and
customers by
answering
questions and
sharing insight

49. Social advocacy examples
EXAMPLE #3
GOAL: Support
prospects and
customers by
answering
questions and
sharing insight

50. Social advocacy examples
EXAMPLE #3
GOAL: Support
prospects and
customers by
answering
questions and
sharing insight
First half: Second half:

51. Social advocacy examples
EXAMPLE #4
GOAL: Find new
talent by sharing
job openings

52. Social advocacy examples
EXAMPLE #4
GOAL: Find new
talent by sharing
job openings

53. Social advocacy examples
EXAMPLE #4
GOAL: Find new
talent by sharing
job openings

54. Why is social advocacy important?

55. FACT:

56. FACT:
60-90% of the buying process happens
before any contact is made with sales.
(In other words, regardless of your product/service or industry, people are
looking you up online and getting 60-90% through their buying decision before
making any contact with your company.)

57. FACT:
60-90% of the buying process happens
before any contact is made with sales.
(In other words, regardless of your product/service or industry, people are
looking you up online and getting 60-90% through their buying decision before
making any contact with your company.)

58. What do people look at
when researching your
company?

59. What do people look at
when researching your
company?
● Google (& other search engines)
● Articles written about you
● Blog posts you’ve written
● Your social media pages
● Customer reviews
● Potentially other things depending
on your specific business

60. When prospects find information
about your business online, it’s
more compelling when it comes
from employees rather than
company channels

61. EXAMPLE:
Which is more compelling?:

62. EXAMPLE:
Which is more compelling?:
OPTION #1: A
positive article
about HubSpot
shared by the
Founder of
HubSpot

63. EXAMPLE:
Which is more compelling?:
OPTION #2: A
positive article
about HubSpot
shared by
HubSpot

64. EXAMPLE:
Which is more compelling?:
OPTION #3: A
picture of a tattoo
a HubSpot
employee got of
HubSpot’s logo

65. EXAMPLE:
Which is more compelling?:
OPTION #3: A
picture of a tattoo
a HubSpot
employee got of
HubSpot’s logo
NOTE:
Though this
is an
extreme
example, it’s
pretty
compelling
brand
advocacy,
right?

66. FACT:
“Members of the general public trust
ordinary people like themselves nearly
twice as much as they do company CEOs”
Source: Social Media Today

67. FACT:
“Members of the general public trust
ordinary people like themselves nearly
twice as much as they do company CEOs”
THat’s why social media/content marketing expert, Jay
Baer, calls employee advocates “Human Trust Magnets”
Source: Social Media Today

68. BUT WAIT,
THERE’S MORE!

69. BUT WAIT,
THERE’S MORE!
Positive promotion from employees is more trustworthy and
valuable than company or leadership-driven posts, AND it’s also
seen by WAY MORE PEOPLE.

70. FACT:“On average, when employees share something – anything – with
their social networks, each one reaches 20 times more people
than a typical brand sharing with the same number of followers.”
Source: Stanford University; Ignite Social Media
vs

71. For most companies, attracting awareness is a
top priority because:
more awareness =
more leads =
more sales =
more $$$

72. It’s pretty simple.

73. It’s pretty simple.
If you are in any way
incentivized to help your
company grow, sharing
content on your social
media sites is a no-
brainer.

74. It’s pretty simple.
If you are in any way
incentivized to help your
company grow, sharing
content on your social
media sites is a no-
brainer.
(Even if you’re not, don’t you want your
company to look good? To do well?)

75. So how can you get started?

76. Find out if your company has
guidelines and/or
recommendations
● Many companies have social media policies about what
employees can and cannot say regarding the company and
brand on social media - make sure to find out if such a policy
exists before posting anything.
● Your company leadership might have ideas about how you can
promote the company on your social media sites - check with
them to make sure it’s okay and to get their input.

77. If no social advocacy plan exists,
you can still be a great advocate
There doesn’t have to be an elaborate strategy for social media
advocacy. You can be a champion for your
product/brand/culture by simply talking about your company
on social media in a positive way.
If your company’s target audience is present amongst your
social followers, you may generate a site visitor, lead, sale, or
even job applicant. If they’re not a big part of your social
following, you’ll at least have reflected positively on your
company’s brand.

78. Where Can I Learn More?

79. Helpful Resources
[Free eBook] The Inbound Way to Use LinkedIn
[Blog Article] A Kickstart Guide to Employee Advocacy on Social Media
[Blog Article] It is Okay to Ask Employees to Use Their Personal
LinkedIn for Business Promotion?
[Blog Article] Social Media Training for Employees: From Risk
Management to Brand Advocacy
[Blog Article] Beyond Engagement: What’s in it for my Business?