1.
If You Create Great Content,
and No One Sees It, Does It Really Exist?
#DySiWebinar
Julie Hayes Nick Robinson Scott Burke
Sr. Brand Communications
Manager at Autodesk
Digital Strategist
at SAP
Director of Business Development
at Mortar Agency
@hartstein_jbh @socialrobinson @ScottKenada

2.
What You Will Learn
o Current State of Content Marketing
o Why Content Distribution Matters More Now than Ever
o Employee Advocacy as a Key Distribution Strategy
o Companies Who Have Hacked the Traditional Model
o Key Takeaways and Q&A
#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada

3.
Content Consumes Us
#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada
Spent on content creation alone last year
$118
BILLION
76%76% of B2B marketers will produce more content next year
Source: eMarketer
Source: CMI
of CMOs believe custom content is the future of marketing78% Source: Hanley Wood

4.
27M Source: AOL & Nielsen
We Are All Content Consumers & Producers
#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada
Exponentially more ways to consume content
Pieces of content are shared each day
More DEVICES and CHANNELS than ever before

5.
Does Your Content Really Exist?
#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada
Since 2013, the output of content per brand increased by 78%,
but content engagement decreased by 60%
78%
INCREASE
60%
DECREASE
Content
Creation
Content
Engagement

6.
Your Paid Content is Being Blocked
#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada
41%In the last year Ad-blocking has grown by
Source: Pagefair
Your Branded Content is Untrusted
ONLY
15%
of consumers trust social posts by brands or companies
Source: Forrester

7.
A Bottleneck of Content
#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada
Traditional Model
Publishers deliver
content to individuals
direct from the
company via paid
media channels
Today’s Model
Consumers view and
share valuable content
they enjoy with their
peers on social
networks

8.
A New Way to Hack Content Distribution
#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada
Engage Amplify MeasureInform
Employee Advocacy
The most effective, scalable, and measurable
strategy to ensure your EMPLOYEES and
CONSUMERS receive the content you create.

9.
Autodesk’s Bonfire Program
#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada
o Launched Employee Advocacy
program in May 2014
o Spans 32 countries with over
1400+ employees actively sharing
o Launched similar program to our
Channel Partners in 2015

10.
A Curated Approach to Content
#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada
o Hub & spoke model
o Content contributors publishing earned &
owned media in 6 different languages
o Tagged based on specific industries and themes
o Additional content sourced from industry
publications and thought leaders
o Encourage user submissions (300+ per quarter)
o Opportunistic with related trends

11.
SAP’s “Social Matters” Program
#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada
o Corporate social channels have trouble scaling beyond top branding initiatives.
o 15% more content being produced YoY with decreasing traffic and engagement
o Launched Employee Advocacy in July 2013 in Europe with 800 employees
o 10X engagement on branded content
o Reached scale of paid media programs at half the cost
168K Shares 457K Clicks 78K Reactions
259 Million Impressions

12.
Global Expansion of Employee Advocacy
#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada
o Now expanding globally to multiple regions
o Organizing by Line of Business & Industry
o Global program oversight with regional leads
o Content Strategy aligns to SAP’s Digital
Business Framework
o Goal of 10K employees in the next 2 years

13.
Nobody Reads Advertising
People read what interests them, and sometimes it's an ad.
#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada
§ 4 pieces of third party content
§ 1 piece of branded content.
§ 1 user submitted.
411the strategy

14.
It All Starts with a Big Idea
@hartstein_jbh @socialrobinson @ScottKenada
o Create great content, think inform not sell
o Appoint a select group of early adopters
o Create a culture of pride, and ownership
o Allow employees to create their own social narratives

15.
Key Takeaways
#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada
Unblock the content distribution bottleneck by
adding employees as a new channel
Increase content engagement by 10X by allowing
employees to drive peer-to-peer communications
Drive higher content ROI and efficacy with great
content that employees want to share
Measure all of it

16.
#DySiWebinar
Julie Hayes Nick Robinson Scott Burke
Digital Strategist
at SAP
Director of Brand Development
at Mortar Agency
@socialrobinson @ScottKenada
THANK YOU!
Sr. Brand Communications
Manager at Autodesk
@hartstein_jbh