The changing role of employee activation and advocacy

2. Jaime Pham, Content Marketing Evangelist
Changing How Companies Think
About Social Content
@jaimelynn09

3. Content marketing is
building a relationship with a
constituency by consistently delivering
helpful, inspirational,
or entertaining content

4. 94% of B2B Marketers Use Content
Marketing as a Tactic. Why?

5. Building A Brand In the World of Social
Content

6. Which Channel Has Better Distribution
Potential?

7. Which Channel Has A Bigger Impact?
65
Comments
310
Comments

8. Brands are no longer merely peddling
products; they’re producing,
unearthing, and distributing information
- Alexander Jutkowitz, Group SJR

9. Chamber of Commerce

10. Employees and alumni are producing,
unearthing, and distributing information

11. Proactively

12. Reactively

13. And sometimes unknowingly

14. The next 5 years

15. Organizations redefine “control”

16. 1. Educating employees on their
professional brand so they are
empowered to represent themselves,
and your organization, in a
transformative way

17. “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…we’ve transitioned from looking
to drive one voice for our brand to giving a voice to every
single member of our program. Every one of the few
thousand people involved in our employee advocacy
program should have their own personal voice and
identity, without us trying to mold it into one overarching
voice. This empowerment of our employees as individuals
is what drives brand authenticity on social media.”
– Nolan Carleton, employee social advocacy at AT&T

18. 2. Empowering employees with tools to
be their own content creators

19. Meet the new press release

20. And distributing content that
employees actually want to share.
Why?

21. Your employee’s combined
connections on social networks are, on
average, 10x larger than your company
followers

22. Every six pieces of content an
employee shares on LinkedIn
influences six job views, three
Company Page views, one
Company Page follower, six profile
views, and two new connections
established

23. 3. Finally, by being brave and
transparent. Putting a human face and
name behind the brand

25. But Why LinkedIn?
Targeted Audiences
At Scale

26. Think Tanks
57,000 active US members

27. Cabinet Members
Congressional Staff

28. Opinion Leaders in DC Beltway

29. Who are Opinion Leaders on LinkedIn?
3.2M
Opinion Leaders on
LinkedIn
170K
Opinion Leaders in the
DC Beltway on LinkedIn

30. Who are Opinion Leaders on LinkedIn?
60%
More Likely to Participate
in a Group
Top 10 Groups
WASHINGTON DC CONNECTIONS
Social Media Marketing
Harvard Business Review
Connect: Professional Women's Network,
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Executive Suite
U.S. Government Relations, Lobbying and
Public Affairs (Lobbyist - Lobbyists)
On Startups - The Community For
Entrepreneurs
Media Professionals Worldwide
Federal Government Contractor Network
(TFCN)
The Intelligence Community

31. Becoming a trusted
advisor on LinkedIn

32. Understand the Ecosystem

33. Use the Ecosystem

34. Use the Ecosystem

35. Selecting Content:
Understand the Environment

36. Understand the Environment

37. Be Helpful
Helping professionals achieve their goals
creates affinity

38. Be Human

39. Aim to Inspire