15. Lost for EA tools?
LinkedIn Elevate
Hootsuite Amplify
GaggleAmp
Addvocate
Circulate.it
Command Post
Dynamic Signal
Everyone Social
PeopleLinx
Triblio
Social Chorus
Sprinklr
Voicestorm
Meddle
SocialSeeder
SmarpShare
Sociabble
Bambu
Trapit
Facebook for Work
20. o
20
EVERY JOURNEY BEGINS
WITH A SINGLE STEP
BUT YOU’LL NEVER
FINISH IF YOU DON4T START
EVERY JOURNEY BEGINS
WITH A SINGLE STEP,
BUT YOU’LL NEVER FINISH
IF YOU DON’T START
21. Mic Adam
Social Media activities
• Awareness Building
• Inventory Services
• Policy Creation
• Training
• Monitoring
• Market research
Editor's Notes
“Employee advocacy” is a term used to describe the exposure that employees generate for brands using their own online assets. While social media is often the main medium for employee advocacy, these “online assets” include email, chat, forums, discussion boards and more.
It is a numbers game!
Employees have on average 10x more social connections than a brand does (Source: Social Chorus)
Advocacy Can not be forced!
1. Who is on Twitter?
2. Who follows their company account on Twitter?
3. Who retweeted a message of the co account this week?
Onto Facebook
1. Who is on Facebook?
2. Who is fan their company account on FB?
3. Who liked or shared a post of the co account this week?
So how about LinkedIn?
3. Who Shared a post of the co account this week?
As I’ve mentioned in the earlier examples, your colleagues may already be posting about work on their social media feeds without an incentive—but you as an employer have no way of measuring the impact, because this messaging doesn’t occur regularly or simultaneously. To observe the potential reach of your employee’s social channels, you need to provide them with a reason and a means to discuss something on social media and a reward for doing so.
No or bad profiles
No or wrong content
No policy
No program
What is really needed to get to advocacy going is “Passion”. Few (or no) programs are addressing this. Let me dig a little deeper on what I mean by passion.
Passion for the company
Passionate employee are those that pay attention to the company’s strategies and tactics. They follow every step the company is taking to be successful. Sometimes they might question these steps. They see their role in that success. They defend their company every time without being asked and not because someone in the company ordered them. Most importantly, they are not motivated by money.
Without that passion there is no employee advocacy.
Passion for the culture
Companies must have a passionate work culture that translates into devotion, recognition and long-term employment. Open communications, honesty are key components that must exist within the company. A lot of the times, you team culture springs to mind. And as the expression goes: there is no I in Team! And yes, EA is about creating trust and freedom!
Without that passion there is no employee advocacy.
Passion for products and services
The next level is that your employees need to be passionate about their products and services. They see how these products make a difference and what their contribution to that success is. It makes them proud!
Without that passion there is no employee advocacy.
Passion for helping
Yet another key element for advocacy is that you give freely without expecting any immediate return or otherwise stated the giver does not specify what should be given in return but rather accepts that the recipient is free might decide to give something at some point. As a giver you are trying to add value to your network and community.
Without that passion there is no employee advocacy.
Passion for social
Employees also have to have a passion for social media. And I do not mean obsessed with constant updates but more about that internal fire to share and contribute without asking the ‘return’ questions. So if they have no or limited social media accounts they will not suddenly create them and start sharing information because you ask them (via a amplification platform using gamification techniques).
Without that passion there is no employee advocacy.
Passion for personal branding
Finally, there must be a need/want of the employee to do personal branding and that using content that is either handed to them or they curated/created themselves. The WIIIFM factor is and must be high and add value to the network of the individual.
Start this key process by identifying your B2B marketing KPIs, which could include: the number of employees participating in the program; the volume of posts, clicks, comments and conversions; the increase in your brand’s reach and influence, etc.
Don’t be surprised if you find yourself changing the KPIs as time goes on to reflect the nature of your program, and the growing availability of powerful tools that measure this activity with seemingly NASA-like precision.
Traffic driven
Sales and ROI
Employee conversion rate (how many of your employees have “converted” to being advocates?)
Employee activity (who are the most active advocates? How often are they engaging?)
Employee influence (how has this programme helped boost your employee’s online influence?)
Impact of advocacy (how does employee advocacy affect your online channels? This can be anything from follower/fan growth to general engagement towards your accounts and digital assets)
Sentiment change (towards your brand; this can also have a direct impact on your brand’s NPS score)
Who is blocking social media?
Who has a policy?
Has it been reviewed in last 2 years? Etc. (renaissance artikel)
Closed? Are you recruiting via social? – Dead on arrival
No policy? No insurance
Delete aal the words NO and NOT
1 Why is the company using social media
2. What are the social media account
3. Who – 3 levels of contribution (company spokesperson & employee)
4. Reaction chart
5. ….
Training – a fool with a tool
3. Educate employees on social media best practices
In addition to a company-wide social media policy, your employee advocacy program will benefit from formal social media training. One of the best ways to encourage participation in advocacy initiatives is bringing everyone up to speed on social media best practices—across all departments and seniority levels.
Make social media education a part of your business’s onboarding process. Choose the desired level of expertise based on the goals of your employee advocacy program and the general trends in social media knowledge of your candidates.
What is the difference between a LIKE and SHARE on LinkedIn
Only company content?
No content from employees
No curated content?
No value add content for employees?
Concept is simple
Gamification does initially drive engagement and sharing on social networks the benefit decreases over time to the point where it makes no difference.
Gamification
Distorts metrics – get a false idea of engagement -> wrong carrot
Creates a culture of entitlement -> expect to get rewarded
Can be difficult to scale -> depends on your employees
Mission
Presence
Freedom & Trust (Working Culture)
Goals & KPI’s
Guidelines
Tools
Training
Content
Gamify to start
Welcome
Who am I?
20 years of marketing (product and general marketing)
10 years of international sales
Me and social networking
Marketing strategy no longer works
Move towards face to face networking
Move towards social media