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Top 5 Employee Advocacy Use Cases

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If you are about to start your first Employee Advocacy program or scaling an existing program, this webinar can help you navigate the 5 different use cases - HR & Recruiting, Social Selling, Lead Generation, Brand Awareness and Event Promotion,

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Top 5 Employee Advocacy Use Cases

  1. 1. Top 5 Employee Advocacy Use Cases
  2. 2. What is Employee Advocacy? Employee Advocacy is defined as companies empowering their employees to amplify the goals of the brand through sharing marketing approved content to THEIR social media network.
  3. 3. 15% of People Trust Messages From Companies Employees Are The Untapped Marketing Channel of Consumers Trust Recommendations From People They Know90% The average overlap between a brand’s followers and it’s employees’ followers is only 8%
  4. 4. Top 5 Employee Advocacy Use Cases Let proud employees endorse the company as a great place to work & help with recruiting HR & Company Culture Establish & extend relationships with prospects and customers on social media Social Selling Increase sales leads & conversions by having an always-on marketing channel Lead Generation Humanize your brand and increase awareness through your employees’ authentic voice Brand Awareness Drive more registrants & attendees to webinars and events with real-time sharing Event Promotion Drive 20-50% of overall event registrations 11X more company content amplification 5X website traffic; 25% more leads Increase brand awareness by 14X 27% more optimistic about Co future
  5. 5. The Need to Engage “Employees are disengaged at work, and organizations have been exploring how social and digital technologies can address this problem. But Altimeter found that only 41% of organizations believe they take a strategic approach to employee engagement, while only 43% believe they have an organizational culture of trust and empowerment.” - Altimeter
  6. 6. Business Benefits Employee Benefits Metrics HR & Company Culture • 27% more optimistic about Co future • 20% more inspired • 12% more productive (happy employees) • Increase employee engagement beyond 13% avg Business Value / Improve company reputation & talent acquisition Employees can take positive actions to promote or defend their employers brand Owner: HR & Internal Communications • Let proud employees endorse the company as a great place to work • Accelerate recruiting with job opportunity referrals • Align to Co mission & culture by amplifying key initiatives • Allow employees to share company messages as thought leaders • Feel the company is helping them build their personal brand • Build up employee social profile/ increase # followers • Gain greater visibility across the org and with management • Recruit & get to work with friends
  7. 7. Business Benefits Employee Benefits Metrics Key Statistics • 92% of business-to-business buyers now start their search online • B2B buyers are 57-70% through the buying process before they even engage with sales Social Selling • 11x more company content amplification • 64% of teams that use social selling hit quota compared to 49% that don’t • 700x increase in content engagement if employee sends • 9:1 engagement ratio of content Business Value / Increase Revenue Owner: Sales & Partners • Establish and extend relationships with customers and prospects to social media • Share thought leadership content with employee authentic voice • Influence customer and prospects to purchase with positive company content • Use content to (re)engage your buyer • Make it easy to share approved content and build up your social media personal brand • Help make and exceed quota by getting engaged earlier in the buying cycle
  8. 8. InterCall Social Selling Case Study
  9. 9. • $1.4 billion dollar division of West Corporation • Relatively small marketing spend • Over 500 sales people in NA • Marketing investment primarily is in sales reps 9 About InterCall Your Organization
  10. 10. • Tap into our heavy investment in sales people › Help increase their engagement with social media › Use them to drive more leads and event registrations › Establish sales reps as experts within their networks • Get more from our content • Provide alternative to sending emails with articles/materials and hoping reps will share those pieces with customers/prospects • Establish InterCall as a thought leader Goals for Social Selling 10
  11. 11. Business Benefits Employee Benefits Metrics Lead Generation Business Value / Increase Revenue Owner: Marketing / Campaigns • Increase sales leads & conversions by having an always on channel • Save marketing costs versus paid media • Increase shares, impressions and website traffic • Personal recognition amongst peers & friendly competition in leaderboard ranking • For sales, directly impacting pipeline • 5x Increase website traffic • 5x lead conversion • 13% savings in cost per lead • 25% more leads from social • 100% results tracking and ROI
  12. 12. Business Benefits Employee Benefits Metrics Brand Awareness Business Value / Improve Company Reputation & Increase Revenue Owner: Marketing, Communications, Corporate & Content Marketing • Increase awareness by expanding reach through employees’ authentic voice • Increase share of voice and create buzz for product launches and company news • Expand social media reach beyond corporate channels • Centralize approved content for safe content distribution • Better manage crisis communications • Feeling connected and in the loop on the latest news • Proud to be part of the company and to share messages • Really easy to share • 14x brand awareness increase • Own >53% SOV for 24hrs • 7x increase reach by employee • 700x increase in content engagement • Save 2MM in equivalent earned media
  13. 13. Business Benefits Employee Benefits Metrics Event Promotion Business Value / Increase Revenue Owner: Marketing / Events & Campaigns • Drive more registrants and attendees to webinars and events • Supplement your traditional paid promotion with real-time employee sharing • Leverage employee relationships and real-time invites to increase likelihood of attending • Personal recognition amongst peers & friendly competition in leaderboard ranking • For sales, directly impacting pipeline • Drive 20-50% of overall event registrations from social • Increase event registration and likelihood of attending by 50%

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