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Live Webinar: How to Increase Your Content Reach and Engagement Through Employee Advocacy

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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 DLA Piper and LinkedIn

Publicada em: Marketing
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Live Webinar: 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 Tuesday, September 13, 2016 11:00am PT | 2:00pm ET LinkedIn Elevate
  2. 2. 2 Today's speakers Katie Levinson Product Marketing Manager, LinkedIn Daryl Drabinsky Senior Digital Communications Manager, DLA Piper Alex Rynne Associate Content Marketing Manager, LinkedIn
  3. 3. 3 How employee advocacy maximizes your marketing goals How to launch your own program Best practices from DLA Piper and LinkedIn How LinkedIn Elevate can help you succeed Q&A Agenda
  4. 4. 4 We’ve been seeing more and more companies and brands becoming interested in having authentic conversations. But the biggest change we’ve seen is the thirst for the how. “ Mark Burgess President and Founder, Blue Focus Marketing and author of The Social Employee
  5. 5. 5 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
  6. 6. 6 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?”
  7. 7. 7 Companies with a formal program grow faster than those without one Firms with formal employee advocacy programs grow faster Other firms > 20% revenue growth
  8. 8. 8 Employee advocacy extends your reach Your employees have 10x more connections than your company has followers
  9. 9. 9 Employee advocacy drives higher CTR Employees drive 2x higher click-through rates compared to company shares of the same content
  10. 10. 10 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
  11. 11. 11 Ready to launch
  12. 12. 12 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
  13. 13. Select employees to participate 13 Look at current content to understand which audiences it will resonate with Find your current social champions STEP 2
  14. 14. 14 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
  15. 15. 15 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
  16. 16. 16 Launch! Get senior leadership involved Use existing communications channels STEP 4
  17. 17. 17 Keep employees engaged Regularly suggest content Recognize top sharers Refine content strategy Enable employees to share on the go STEP 5
  18. 18. 18 Measure your results What you should be measuring: Traffic to your website, blog and other owned channels Traffic sources through UTM codes With the right tool, you can also measure: Increase in company followers Number of impressions Engagement rate with your content STEP 6
  19. 19. 19 Senior Digital Communications Manager, DLA Piper Best Practices with Daryl Drabinsky
  20. 20. 20 Creating a new way to communicate in a content-driven culture
  21. 21. 21 Get employees on board with a structured and strategic rollout plan Select employees/departments to roll out to in pilot program Formal onboarding process explaining how product works Continual education as to why sharing matters Continual reinforcement in internal communications
  22. 22. 22 Be collaborative with other departments While the program may start with marketing, other functions will become interested and can help you get more people on board.
  23. 23. 23 Create a cultural shift Get employees comfortable with social media by: Helping them understand what employee advocacy is and how sharing content represents them as professionals Getting people to participate and share, at their own baseline level Showing them the impact on their professional reputations such as profile views Highlighting the impact on their company
  24. 24. 24 Continually refine your content strategy 24 Keep a regular pulse on: What’s resonating with employees What’s resonating with employees’ networks
  25. 25. Measure your results Employees are sharing 6x more frequently Employees are growing their networks 8x faster than before more Company Page views than before more Company Page followers than before 27
  26. 26. 26 Associate Content Marketing Manager, LinkedIn Content Tips with Alex Rynne
  27. 27. 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
  28. 28. 28 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:
  29. 29. 29 Ensure that your content looks engaging 1 2 3 Image Headline Intro text
  30. 30. 30 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
  31. 31. 31 Introducing LinkedIn Elevate
  32. 32. 32 LinkedIn Elevate makes it easy for you to distribute content to employees and to measure your results How Elevate works Curate Share Measure
  33. 33. 33 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
  34. 34. 34 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
  35. 35. 35 Q&A