1.
How to Increase Your Content
Reach and Engagement
Through
Employee Advocacy
Maximize Your Content Marketing Impact
by Empowering Employees to Share
Thursday, November 10, 2016
11:00am PT | 2:00pm ET
LinkedIn
Elevate

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Today's speakers
Katie Levinson
Product Marketing Manager,
LinkedIn
Alex Rynne
Content Marketing Manager,
LinkedIn
Nora Davis
Brand Experience and Content
Marketing Specialist, CH2M

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How employee advocacy maximizes your marketing goals
How to launch your own program
Best practices from LinkedIn and CH2M
How LinkedIn Elevate can help you succeed
Q&A
Agenda

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What’s employee advocacy?
Empowering your employees to share content
with their own social networks
Employees build thought leadership and their
professional reputations
Companies extend their reach and engagement, and
connect more authentically with their audiences

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90% of brands are already pursuing or have
plans to pursue employee advocacy
Early pilots, testing 38
%
Leadership support for broad-based employee advocacy 26
%
Employee advocacy is strategic, with strategic impact 16
%
Trained employees in just a few departments 11
%
No plans 7%
Employees not allowed to advocate 3%
“What best represents the state of employee advocacy at your company?”

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Companies with a formal program grow
faster
than those without one
Firms with formal
employee advocacy
programs grow faster
Other firms
> 20% revenue growth

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Employee advocacy extends your reach
Your employees have
10x more connections
than your company
has followers

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Employee advocacy drives higher CTR
Employees drive 2x higher
click-through rates compared
to company shares of
the same content

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Employee advocacy increases engagement
While on average only 3% of employees share
company-related content, they drive a 30%
increase in the engagement with that company
content
Employee
engagement
Total engagement
Like, click, comment, re-share

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Ready to launch

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Set your program goals and content strategy
STEP 1
PROGRAM GOALS
Reach and engage
more of your target
audience
Increase brand
awareness and
followers
Drive leads
for sales
CONTENT STRATEGY
company-related
25%75%
non-company related

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Select employees to participate
12
Look at current
content to
understand which
audiences it will
resonate with
Find your
current social
champions
STEP 2

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Educate
employees: What’s
in it for them
Employees can build their
professional reputations and
visibility by sharing smart content
How to get them involved
Share key stats: Employees
who share regularly grow their
networks 4x faster and get 6x
more profile views
Hold “Social Media 101”
sessions
Help them build a strong
LinkedIn profile
STEP 3

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Tips to rock your
LinkedIn profile
Upload a professional photo.
Profiles with photos receive a 40% higher InMail
response rate.
Write a descriptive headline.
After the photo, the headline is the first thing
people look at in a profile.
Include a summary and experience.
Employees should tell their story from the
perspective of someone trying to determine
whether or not they want to do business with the
company or respond to an InMail.
Personalize the LinkedIn web address.
By creating a URL that closely matches their
name, employees will be more easily found in
search
engine results.
Share updates prospects or customers
will find insightful, useful, or
provocative.
In addition to providing links to the articles,
employees should comment on what they share
without being too self-promotional.
1
2
3
4
5

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Launch!
Get senior leadership involved
Use existing communications channels
STEP 4

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Keep employees engaged
Regularly suggest content
Recognize top sharers
Refine content strategy
Enable employees to share on the go
STEP 5

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Measure your results
What you should be measuring:
Traffic to your website, blog and other owned channels
Leads generated through employee-shared
content
With the right tool, you can also measure:
Increase in company followers
Number of impressions
Engagement rate with your content
STEP 6

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Content Marketing Manager,
LinkedIn
Content Tips with
Alex Rynne

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Certain types of content perform
better than others
Credible 3rd party
content on current trends
Links directly to landing
pages with form fills
Blog posts

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Don’t make it all about you: The 4-1-1 rule
3rd party/curated
Owned/company-related
Promotional (i.e., lead gen)
For every 6 pieces of content you share with employees:

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Ensure that your content looks engaging
1
2
3
Image
Headline
Intro text

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t tt
Why Breaking the Rules
is Good for Business
The George Costanza
Approach to Content
Marketing
240,555
Reach
2,145
Total engagements
653,302
Reach
1,672
Total engagements
230,226
Reach
1,665
Total engagements
The Sophisticated
Marketer's Podcast: B2B
Marketing and Sales
Trends with Justin Gray
and Craig Rosenberg

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Brand Experience and Content
Marketing Specialist, CH2M
Best Practices
with Nora Davis

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Creating fuel for
business
through
employee
relationships
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Our employee advocacy vision:
Enable employees to create
deeper relationships with their
key stakeholders
Drive positive brand awareness
for CH2M
Support the development of
employees by enhancing their
social media and digital
savviness

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Get employees excited about being social
Start with socially
savvy employees
Educate employees
on what’s in it for
them
Help build
social profiles
Demonstrate success
through results

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Reward your most social employees, and
give helpful nudges to those who need it

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Continually
evolve your
content
strategy
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Keep a monthly pulse on:
What’s resonating with employees
What’s resonating with employees’
networks

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Measure your results
Employees are
sharing 8x more
frequently
Employees are
growing their networks
4x faster than before
Over 2% engagement
rate on employee-
shared content
more Company
Page followers
than before
27

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Top 3 pieces of advice
What helps our program succeed:
Start with your social stars
Educate employees on the value of social
Continually track content performance and
adjust as necessary

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Introducing LinkedIn Elevate

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LinkedIn Elevate makes it easy for you to
distribute content to employees and to measure
your results
Find content and suggest
to employees through
Elevate
Employees share content
to their social networks
After, see the impact your
employees have driven

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Customers using Elevate are seeing great
results
Employees share 5x more than
before, resulting in:
more Company Page views
more Company Page followers
average engagement rate

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How to get started with employee advocacy
1 Start with the basics
2 Emphasize the value to employees
3 Make it easy by regularly suggesting content
4 Recognize and reward participation

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Q&A