Jaime Pham - Employees as influencers
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LinkedIn's Marketing Consultant, Jaime Pham, presents why employees are our influencers and how we can use LinkedIn in public relations strategy. www.prfest.co.uk
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Jaime Pham - Employees as influencers
- 1. Employees as Influencers Jaime Pham Content Marketing Evangelist
- 2. Content marketing is building a relationship with a constituency by consistently delivering helpful, inspirational, or entertaining content
- 3. Owned + earned + paid = consistent. Human voices, listening, and sharing stories are required to build a relationship.
- 4. Richard Branson Founder at Virgin Group Bill Gates Co-chair, Bill & Melinda Gates Foundation Arianna Huffington President The Huffington Post
- 6. Michelle Chaffee Founder & CEO at Älska 8x more comments
- 8. Not all channels are created equal. Context matters. 583 Views 10x more views than David’s own blog
- 9. And even the biggest leaders need multiple channels to start a conversation 65 Comments 310 Comments
- 10. six job views three Company Page views one Company Page follower six profile views and two new connections established Every six pieces of content an employee shares on LinkedIn influences
- 11. It’s time to move beyond the brand. Now, employees are producing, unearthing, and distributing information
- 12. Proactively
- 13. Reactively
- 14. Reactively
- 15. And often independently 1.2 Million Views
- 17. 1. Educating employees on their professional brand so they are empowered to represent themselves, and your organization, in a transformative way
- 18. “Originally, we were focused on amplifying our brand messaging and giving employees something to share about our brand on social media. Now, we’ve taken a turn… from looking to drive one voice for our brand to giving a voice to every single member of our program…This empowerment of our employees as individuals is what drives brand authenticity on social media.” – Nolan Carleton, employee social advocacy at AT&T
- 19. 2. Empowering employees with tools to be their own content creators
- 20. Meet the new press release
- 21. And distributing content that employees actually want to share. Why?
- 22. Your employee’s combined connections on social networks are, on average, 10x larger than your company followers
- 23. And content shared by individuals sees 2x the click-through rate of content shared by companies
- 24. Writing On Social: Be Helpful Helping professionals achieve their goals creates affinity
- 25. Be Human
- 26. Aim to Inspire
- 27. What can you contribute?
- 29. Publishing and Sharing- Influencer Editorial Guide
Editor's Notes
- Building a relationship- takes time, trust, consistency Constituency- internal and external stakeholders, prospective talent, prospective customers What this means for CC and PR: more integral role in the org
- Many companies get this first part, finally. Owned channels include the website, blog, email, maybe even a print publication. But so many companies are still using these owned channels to talk about their business. They are not really trying to tell stories or educate or give the “why” behind their business. This is where real connections are made.
- The most followed influencers on LinkedIn are all synonymous with a company brand
- But non-influencers can have big voices, too, and can use those voices to start a real conversation.
- Building a relationship- takes time, trust, consistency Constituency- internal and external stakeholders, prospective talent, prospective customers What this means for CC and PR: more integral role in the org
- A company’s brand and influence is not limited to it’s top leadership. Because LinkedIn is in this unique space where your personal identity is directly tied to the company you work for, or own, the 2 are not mutually exclusive. Through the LinkedIn Elevate employee activation app, we are starting to see some interesting trends.
- So, you have employees sharing stuff. What are they sharing? This goes back to: do you have a social media policy? Is everyone aware of it? Does it balance openness and authenticity with risk management? Here are some examples of what happens when a company has a strong internal brand (and a good communications agency)
- Social business means leveraging existing relationships. You, and your employees, know your existing network and your potential audience better than what you can achieve at a corporate level. The people in the room have high-quality networks and are the perfect test segment for finding out what happens when you start writing and sharing more
- AMEX Open: small business owners ANN Inc.: Prospective talent LinkedIn: company page followers. Prospective and existing talent, alumni.
- Find your writers, your socially active execs. Create an editorial calendar. Or use ours. It’s in the appendix of this presentation which, I believe, you will all get a copy of.
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