Maximize Your Results

Speakers
Katie Levinson
Product Marketing Manager
LinkedIn
Phyllis Welsh
Social Media Specialist
3M
Andrea Bledsoe
Digital & Social Media Community Manager
Elanco

What we’ll cover
What is employee advocacy1
What to track in an employee advocacy program2
How to track the key metrics3
Best practices and success stories from 3M and Elanco4
How LinkedIn Elevate can help you measure and optimize your program5
Q&A6

What is employee advocacy?
Empowering your employees to share content with their own social networks
Employees build thought
leadership and their
professional reputations
Companies extend their
reach and engagement, and
connect more authentically
with their audiences

There are three key areas to track in an
employee advocacy program
Employee metrics
Understand whether you’re
getting the participation
you need to be successful
Content metrics
Understand the reach and
engagement your content
is driving
Outcomes
Measure the value of your
program to your business

Adoption
How many of your employees
have registered?
Engagement
How often are your
employees sharing?
Employee metrics: adoption and engagement

Reach
What’s the increase in
reach you’re seeing with
employee shares?
Engagement
How many likes, clicks,
comments and reshares
are you getting?
Audience
Who is engaging with your
content?
On average, an employee
share has
2x
the CTR versus the
same content shared
by a company
On average, employees
collectively have
10x
larger networks
than a company
has followers
Content metrics: reach, engagement, and audience

Outcomes: traffic, leads, and followers
Traffic
What content topics or
types drive the most traffic
to your site?
Leads
What content is driving the
most leads, and
how many?
Followers
How is your content
influencing new prospects
to follow your page?

Phyllis Welsh
Social Media Specialist

Equip employees to
be social sharers
Build brand awareness
for 3M
Help salespeople
connect with customers
and drive leads
3M goals for employee advocacy

We tracked employee engagement, audience
demographics and downstream outcomes
Employee share
rate
Who is engaging with
the employee-shared
content
Impact on traffic
and leads

5,000
shares
Employees are sharing 6x more than before,
resulting in:
1.5
million
impressions
2.5%
engagement rate
on shared content
2x
faster employee
connection growth

Reaching key decision makers
is key to our employee
advocacy program
It’s not just quantity we care about, it’s quality
of shares too
Are we reaching the right
audience?
Which content is helping us
make those connections?

Tracking site traffic and leads helps us understand
the impact to our business
Lifted the professional
brand of our sales rep
Increased trust and
expertise with current and
potential customers
Sharing content has:
Resulted in conversions for
the sales team

Identify your goals
before you start
Regularly share your
results with internal
stakeholders
Be flexible so that you
can continually optimize
your program
What to keep in mind for your employee
advocacy program

Andrea Bledsoe
Digital & Social Media Community Manager

Make employees
comfortable with
sharing
Improve employee
engagement
Broaden our reach with
our target audience
Our goals for employee advocacy

Rate of active
employees
External engagement
with content
External engagement
with our company page
We look at three key areas to understand
program performance

Weekly
• Track top sharers
• Track changes in the leaderboard
Monthly
• Track who hasn’t shared, and email
them some encouragement
• Track top sharers and highlight them
in our newsletter
We encourage employee sharing through
regular tracking and communication

Review
engagement with
various topics
Add in content
to the most
popular topics
Adjust content
in the less
popular topics
A solid content strategy has been key in
keeping employees engaged
75%
of employees
are active on the
platform

2.4%
engagement
rate
We track how we’re reaching and engaging
a broader audience
4x
more Company
Page views
2x
more Company
Page followers
~1 million
Employees are sharing 7x more than before, resulting in:
impressions

Start with your most
social employees
Set growth goals that
align with business
objectives
Recognize your most
active employees each
month
What to keep in mind for your employee
advocacy program

LinkedIn Elevate makes it easy for employees to
share content, and for companies to measure results
Step1 Step 2 Step 3
Find content and suggest to
employees through Elevate
Employees share content to
their social networks
Then, see the impact your
employees have driven

Elevate includes the insights companies need
to maximize their success
Maximize Employee Adoption
Launch with your social stars and drive
adoption
Easily Find the Right Content
Get smart content suggestions and
surface employee posts and company
page content
Know and Optimize Results
See who you’re reaching and know the
full impact of your program

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Q&A