Grow From the Inside: The Winning Social Media Strategy for Mid-Sized Companies Brand marketers always seek tips and strategies to stay ahead of their competition. This is especially true within social media departments at mid-sized companies. Social moves fast so marketers have to be smart about the programs and strategies they implement. Today, many are improving their social media strategies by adopting an Employee Advocacy program. Join Kelsey Meyer, Cofounder and President at Influence & Co., and An Le, GM Mid-Market at Dynamic Signal as they discuss how smaller companies have now started to capitalize on their most valuable and untapped resource, their very own employees. KEY TAKEAWAYS: Tactics and best practices for launching an advocacy program within a smaller company or organization The best way to train and support a group of employees to ensure maximum participation How to get started with launching a program in just a matter of hours

1. Presented by
GROW FROM THE INSIDETHE WINNING SOCIAL MEDIA STRATEGY FOR MID-SIZED COMPANIES
Kelsey Meyer
Cofounder of Influence & Co.
@Kelsey_M_Meyer
An Le
GM Mid-Market at Dynamic Signal
@missankle

2. Presented by
#DSwebinar
@Kelsey_M_Meyer
@missankle
GROW FROM
THE INSIDE
THE WINNING
SOCIAL MEDIA
STRATEGY FOR
MID-SIZED
COMPANIES
ü The state of social for mid-sized companies
ü Many are doing Employee Advocacy, just not well
ü How to turn the corner, launch and scale
ü Best ways to train and ensure adoption
ü How to get started
What You Will Learn

3. Presented by
#DSwebinar
@Kelsey_M_Meyer
@missankle
GROW FROM
THE INSIDE
THE WINNING
SOCIAL MEDIA
STRATEGY FOR
MID-SIZED
COMPANIES
Social Can be a Struggle
u Lack of budget
u Few Resources
u Low Priority
u Minimal Bandwidth
u Overwhelming Options
At mid-sized companies social media is not always the highest priority,
making it hard for marketers to drive meaningful results from their efforts.

4. Presented by
#DSwebinar
@Kelsey_M_Meyer
@missankle
GROW FROM
THE INSIDE
THE WINNING
SOCIAL MEDIA
STRATEGY FOR
MID-SIZED
COMPANIES
Social Strategies That are Hitting a Wall
u Organic reach is on decline
u Sponsored posts are expensive
and invasive to consumers
u Company profiles and posts are
untrusted and seen as ads
Many of the most obvious methods are less impactful than they used to be.
Meaning, marketers must now think outside the box.
Source: Social@Ogilvy

5. Presented by
#DSwebinar
@Kelsey_M_Meyer
@missankle
GROW FROM
THE INSIDE
THE WINNING
SOCIAL MEDIA
STRATEGY FOR
MID-SIZED
COMPANIES
Why Employee Advocacy is a Go-To Strategy
Benefits to the COMPANY
ü Enhanced company culture
ü Keeps employees more informed/compliant
ü Drives sales/marketing results
ü Increases brand awareness
Benefits to the EMPLOYEE
ü Opportunity to become a thought leader
ü Can grow their social presence and audience
ü Stays more informed/engaged with company
ü New distribution channel for original content
27% more optimistic
about Co future
11X more company
content amplification
5X website traffic;
25% more leads
Increase brand
awareness by 14X
Drive 20-50% of overall
event registrations
Typical Results
Source: Dynamic Signal Client Data

6. Presented by
#DSwebinar
@Kelsey_M_Meyer
@missankle
GROW FROM
THE INSIDE
THE WINNING
SOCIAL MEDIA
STRATEGY FOR
MID-SIZED
COMPANIES
Employee Advocacy Needs Organization to Scale
Savvy companies are already incorporating employee advocacy marketing
strategies within their broader efforts. However, it is typically done manually.
u Via email or intranet with poor response
u Unorganized with inability to scale
u Cumbersome for the employee to engage with
u No ability to track activity or results

7. Presented by
#DSwebinar
@Kelsey_M_Meyer
@missankle
GROW FROM
THE INSIDE
THE WINNING
SOCIAL MEDIA
STRATEGY FOR
MID-SIZED
COMPANIES
The Perfect Fit
Employees at smaller companies are primed to be advocates. They are
more invested in their work and more likely to truly love what they do.
u Employees are more engaged
u Every employee can make an impact
u More supportive culture internally
u Collaboration and creativity are encouraged

8. Presented by
#DSwebinar
@Kelsey_M_Meyer
@missankle
GROW FROM
THE INSIDE
THE WINNING
SOCIAL MEDIA
STRATEGY FOR
MID-SIZED
COMPANIES
A Company Doing it Right
Launched with idea of getting a small group of employees to share
content at Dreamforce 2014. The purpose was to drive site traffic to a
campaign offer page and increase lead conversation rate.
Several hundred employees sharing
Over 1K shares
300K impressions created
Campaign: 9.6% conversation rate
“Our social media strategy matches our overall marketing strategy of positioning content
based on distinct personas. Our campaign resulted in 9.6% conversion rate, which is crazy
good. Social is part of the culture. Every employees goes through social media training.“
~ Darren Perucci,
Communications Specialist at Domo

9. Presented by
#DSwebinar
@Kelsey_M_Meyer
@missankle
GROW FROM
THE INSIDE
THE WINNING
SOCIAL MEDIA
STRATEGY FOR
MID-SIZED
COMPANIES
Launch Considerations
For Employee Advocacy to succeed it must be an integral part of the
company culture itself. As a company begins to think about launching a
formal program they need to consider a number of factors.
u How social and savvy are my employees?
u Do I have the content needed to launch?
u How and who will oversee the program?
u What outcomes/goals do I hope to achieve?

10. Presented by
#DSwebinar
@Kelsey_M_Meyer
@missankle
GROW FROM
THE INSIDE
THE WINNING
SOCIAL MEDIA
STRATEGY FOR
MID-SIZED
COMPANIES
Train for Success
It starts on day one. As employees are on-boarded and trained they should
be made aware that your culture is one that supports the employee’s ability
to grow as a thought leader amongst peers
u Start with the basics. Social Media 101
u Create/Review Social Media Policy
u Hands on training is essential
u C-Suite should lead by example
“During our employee on-boarding we get everyone set up with Dynamic
Signal accounts so they can start sharing company content right away.“
~ Kayte Korwitts,
Social Media Manager at SurveyMonkey

11. Presented by
#DSwebinar
@Kelsey_M_Meyer
@missankle
GROW FROM
THE INSIDE
THE WINNING
SOCIAL MEDIA
STRATEGY FOR
MID-SIZED
COMPANIES
Your First Steps
First impressions are important. Give your employees the advantage on day
one by arming them with the tools and expertise they need to succeed.
u Identify your savviest early adopters
u Choose a key event or piece of content to launch around
u Time the launch to coincide with a larger campaign
u Give them space, but plenty of guidance

12. Presented by
#DSwebinar
@Kelsey_M_Meyer
@missankle
GROW FROM
THE INSIDE
THE WINNING
SOCIAL MEDIA
STRATEGY FOR
MID-SIZED
COMPANIES
About Dynamic Signal
u Founded in 2010
u Founders with 20+ years of digital marketing expertise
u 100’s of companies have launched EA programs with us
u Raised $33 million to date

13. Presented by
#DSwebinar
@Kelsey_M_Meyer
@missankle
GROW FROM
THE INSIDE
THE WINNING
SOCIAL MEDIA
STRATEGY FOR
MID-SIZED
COMPANIES
Tools for Employees

14. Presented by
#DSwebinar
@Kelsey_M_Meyer
@missankle
GROW FROM
THE INSIDE
THE WINNING
SOCIAL MEDIA
STRATEGY FOR
MID-SIZED
COMPANIES
Technology for Marketers
ü Personalized
ü Automated
ü Targeted
ü Member management
ü Advanced scheduling
ü Insights & analytics

15. Thanks for Joining Us!
Presented by: