Employee advocacy is rapidly becoming a part of every organization's marketing strategy. A well-executed employee advocacy program can increase brand awareness, fill the sales pipeline, and improve both employee and customer loyalty and satisfaction. To be successful, it all begins with alignment and cooperation between the C-Suite, human resources, marketing, and sales. When these groups join forces to plan and execute an employee advocacy strategy, the results can be amazing.
The question is: how do you get there as an organization?
Join us for this free seminar to learn the key elements and organizational alignments needed to implement and scale an effective employee advocacy program.
To follow the conversation on Twitter use #MOOcast.
What Will You Learn?
-Considerations before launching an employee advocacy program
-How to create departmental alignment
-How to build an advocacy team
-The role of content in employee advocacy
-Tips for adoption and education
-How to measure success
1. Unlocking The Secrets Of Employee Advocacy
Sponsored by: MOO
Presented by: Julio Viskovich
2. Meet Today’s Sponsor
• Award-winning online design and print business
• Passionate about great design and the difference it can make
to our customers and the world
• Global company with nearly 400 employees
• 5 offices (London, Boston and Providence, RI)
3. Julio
Julio is the VP of Marketing at rFactr and a professor of
digital marketing at the University of British Columbia. He
was recognized as a Forbes top 30 social media influencer
and is the recent author of Sellarketing: A Guide To
Aligning Sales and Marketing. Julio has worked with
companies like Microsoft and HootSuite to develop
awareness in North American and global markets.
5. What is Employee Advocacy?
Employee advocacy is about channeling the passion and knowledge of your
employees to GROW your brand by enabling your people to utilize THEIR
trusted social networks to amplify content that is beneficial to both the
employee and the company.
6. Social Media creates brand challenges
and opportunities for companies
1. Hyper exposure
2. Collective exposure
OPPORTUNITY
Unleash unrecognized,
underutilized authentic
marketing force!
=> Your Employees
7.
8. Few employees share company-related
content today…
Source: LinkedIn April 2015
2%
of employees share
company content with
their personal network
…yet this small group drives significant engagement.
They are responsible for 20% of the
overall engagement that content
receives.
9. • Do you have enough content today?
• What content is preferred by your customers?
• Paid vs Create vs Curate
Content Considerations
Source: ImageX Media
10. A Shift In Thinking: 1:1 vs 1:Many
Source: Sales Benchmark Index
11. • WIIFT – What’s In It For Them?
• Internal Marketing Strategy
• Outreach and Communication
• Employee Development Programs
Before Getting Started: How You Will Put The Puzzle
Together
12. Marketing + HR = Good Company Culture
Let proud employees endorse the company as a great place
to work and help drive corporate recruiting.
• Deliver Consistent Messaging
• Accelerate Recruiting Efforts
• Increase Job Opportunity Referrals
• Turn Employees to Thought Leaders Online
Source: ROI via rFactr SocialPort
20. #Winning With Employee Advocacy
Deloitte Africa
• 25% adoption of the Deloitte
Africa (1,500 employees)
• 26,000 shares of their content,
41,000 clicks, 90 million
impressions
• Earned media value to an
estimated $80,000
Humana
• ESN called “Buzz”
• Internal champions and
stakeholders
• People-centric approach to
ROI
http://bit.ly/sbehum
http://bit.ly/DG-Deloitte-Africa
22. And on this slide...
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Q: How does social media impact business process?
Overview:
Employees typically have 6x – 10x more connections than the brand has followers.
Brand advocates evangelize “why they choose” to work @ your organization in an authentic, social post.
Peer-to-peer interactions, similar to “word of mouth references” carry more influence than nearly any paid campaign or brand sponsored promotion
Before Scenarios:
Traditional channels of driving the business have become less effective. The cost to maintain and grow the business are increasing year-over-year.
Negative Consequences:
Declining # of new applicants, frequent loss of candidates to the competition, limited line of sight into what influences candidate decision making process.
After Scenarios:
Expand the Circle-of-Influence. Attract “Not-Looking” Candidates before they are “On-the-Market”
PBOs:
Increased # of New Applicants & Referrals
Decrease in # of applicants lost to competition
Decreased cost to attract, place, retain candidates
How We Do It:
SocialPort is the content repository for socialized digital content and acts as the distribution system so employees can share content with their personal networks @ scale. The organization leverages SocialPort analytics to measure, validate and scale top preforming campaigns.
Advocacy is a cost effective approach to increasing brand awareness, driving leads, improving website traffic, and skyrocketing the revenue for your business. Leading organizations are empowering the voices of their employees with a social communications systems in SocialPort (similar to phone and email).
Employee Advocacy KPIs:
Establish thought leadership
Promote company employees as Subject Matter Experts
Increase brand awareness
Improve website traffic and SEO
Grow content exposure
Convert more leads
Promote events and increase registrations
Reach more influencers organically and reduce PR spend
Build a sustainable Employer Brand
Attract more high-quality talent
Increase customer engagement and satisfaction
Decrease Customer Service expense
Improve Customer Service efficiency and effectiveness
Enhance company reputation and build trust
Studies Show that Employee Advocacy helps:
Expand brand awareness 14X
Boost website traffic 5X
Leverage 90% more opportunities
Receive 25% more qualified leads
Decrease cost per lead by 13%
Stay top of mind for 92% of B2B buyers
Amplify company content 11X
Increase content engagement 700X
Attract 50% more event registrations
Enhance employee productivity by 12%
Improve employee engagement by 13%
When you analyze the % of employees who are shared company relevant content with their networks - we saw that on average, only 2% of employees shared content that was company relevant. Lets take a look, however, at what type of engagement this 2% of employees is driving with company relevant content.
When we look at engagement overall with company relevant content, we see that on average, this 6% of employees increased the company’s total engagement by 43%. Said differently, this small pool of employees is driving a considerable amount of the engagement that companies receive with their content.
So why aren’t more companies empowering their employees to be social professionals? Because they lack the tools needed to easily and effectively curate content, suggest it to the right employees, and measure the impact on the bottom line.
Source: http://blog.linkedin.com/2015/04/13/elevate/
Employee Benefits:
Feel the company is helping them build their personal and professional brand
Build up employee social profile/increase # of followers
Gain greater visibility across the organization and with management/leadership
Recruit and get to work with friends
Success Metrics:
Increased feeling of optimism about the companies future
Increase in job satisfaction, happiness, and feeling inspired
Increase in productivity
Increase in employee engagement