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How to Increase Your Content Reach and Engagement Through Employee Advocacy

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We've put together materials on the benefits of empowering your employees to share smart, quality content. With data backed up by LinkedIn insights, we’ll show you why - and how - you should implement your own employee advocacy program.

In this webcast, you’ll learn:

- How employee sharing can enhance your marketing goals
- How to launch your own employee advocacy program
- Real life best practices and success stories from CH2M and LinkedIn

Publicada em: Marketing
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How to Increase Your Content Reach and Engagement Through Employee Advocacy

  1. 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
  2. 2. 2 Today's speakers Katie Levinson Product Marketing Manager, LinkedIn Alex Rynne Content Marketing Manager, LinkedIn Nora Davis Brand Experience and Content Marketing Specialist, CH2M
  3. 3. 3 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
  4. 4. 4 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
  5. 5. 5 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?”
  6. 6. 6 Companies with a formal program grow faster than those without one Firms with formal employee advocacy programs grow faster Other firms > 20% revenue growth
  7. 7. 7 Employee advocacy extends your reach Your employees have 10x more connections than your company has followers
  8. 8. 8 Employee advocacy drives higher CTR Employees drive 2x higher click-through rates compared to company shares of the same content
  9. 9. 9 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
  10. 10. 10 Ready to launch
  11. 11. 11 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
  12. 12. Select employees to participate 12 Look at current content to understand which audiences it will resonate with Find your current social champions STEP 2
  13. 13. 13 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
  14. 14. 14 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
  15. 15. 15 Launch! Get senior leadership involved Use existing communications channels STEP 4
  16. 16. 16 Keep employees engaged Regularly suggest content Recognize top sharers Refine content strategy Enable employees to share on the go STEP 5
  17. 17. 17 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
  18. 18. 18 Content Marketing Manager, LinkedIn Content Tips with Alex Rynne
  19. 19. 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
  20. 20. 20 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:
  21. 21. 21 Ensure that your content looks engaging 1 2 3 Image Headline Intro text
  22. 22. 22 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
  23. 23. 23 Brand Experience and Content Marketing Specialist, CH2M Best Practices with Nora Davis
  24. 24. 24 Creating fuel for business through employee relationships 24 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
  25. 25. 25 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
  26. 26. 26 Reward your most social employees, and give helpful nudges to those who need it
  27. 27. 27 Continually evolve your content strategy 27 Keep a monthly pulse on: What’s resonating with employees What’s resonating with employees’ networks
  28. 28. 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
  29. 29. 29 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
  30. 30. 30 Introducing LinkedIn Elevate
  31. 31. 31 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
  32. 32. 32 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
  33. 33. 33 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
  34. 34. 34 Q&A