BEST PRACTICE: The social enterprise: increase the effectiveness of your social media marketing with employee advocacy
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The document discusses how to increase the effectiveness of social media marketing through employee advocacy. It recommends appointing a social committee to drive social engagement across the organization. It identifies different types of advocates, from thought leaders to passive consumers. It provides a 5-step guide to implementing an employee advocacy program, including defining objectives, building a community, creating content, enabling employees, and measuring results. The overall message is that employees are underutilized influencers who can promote the brand if given the proper support and training through an opt-in social advocacy program.
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BEST PRACTICE: The social enterprise: increase the effectiveness of your social media marketing with employee advocacy
- 1. INCREASE THE EFFECTIVENESS OF YOUR SOCIAL MEDIA MARKETING WITH EMPLOYEE ADVOCACY Stephanie Mulrooney | David Smith Tomorrow People B2B Marketing Summit 2015 THE SOCIAL ENTERPRISE
- 2. The Social Enterprise ⋅ tomorrow-people.com ⋅ Tomorrow People is an ambitious and expanding inbound marketing agency. As a Hubspot Platinum Partner, we focus on building brands and narratives that nurture leads, turning prospects into customers and customers into advocates. We help your content cut through the white noise and get noticed by the right people to increase the ROI of your content marketing campaign. With our team of experienced specialists, we produce insightful content that stands out from the crowd and directly speaks to the business pains of your target audience. ∗ Marketing Programs ∗ Modern Search Optimisation ∗ Earned Media ∗ Website Development ∗ Content Strategy TOMORROW PEOPLE About us 2
- 3. The Social Enterprise ⋅ tomorrow-people.com ⋅ 3 OBJECTIVES ∗ Understand what social employee advocacy is and why it’s valuable for B2B organisations ∗ How to build a social employee advocacy programme and encourage adoption ∗ How to track, measure and evaluate the impact of social employee advocacy
- 4. The Social Enterprise ⋅ tomorrow-people.com ⋅ SOCIAL EMPLOYEE ADVOCACY 4
- 5. The Social Enterprise ⋅ tomorrow-people.com ⋅ PEOPLE TO PEOPLE MARKETING 5 84% of consumers trust recommendations from people they know Source: Nielsen, 2013 60% of the B2B buying process is completed before contact with a sales person Source: CEB, 2012 98% of business decision makers read blogs, watch peer videos, or listen to podcasts for work Source: Forrester, 2013
- 6. The Social Enterprise ⋅ tomorrow-people.com ⋅ INFLUENCER MARKETING 6 Influencer marketing model:
- 7. The Social Enterprise ⋅ tomorrow-people.com ⋅ 7 INFLUENCER MARKETING Employee advocacy model:
- 8. The Social Enterprise ⋅ tomorrow-people.com ⋅ APPLICATIONS 8 Increased reach Employee engagement Thought leadership Warm referrals Marketing HR C-Suite Sales
- 9. The Social Enterprise ⋅ tomorrow-people.com ⋅ SOCIAL ADVOCACY 9 On Twitter, Cisco employees have 10x more followers than corporate accounts Source: Social Chorus, 2013 3.6% of customer and employee referrals convert into sales, more than any other channel Source: eMarketer, 2014 Companies that are socially engaged on LinkedIn are 58% more likely to attract top talent Source: Altimeter, 2014 Social CEOs are graded more highly on 8 out of 9 leadership attributes than unsocial CEOs Source: Weber Shandwick, 2013
- 10. The Social Enterprise ⋅ tomorrow-people.com ⋅ 68% OF FORTUNE 500 CEOS STILL HAVE NO SOCIAL MEDIA PRESENCE ON ANY MAJOR NETWORK 10 Source: CEO, 2014
- 11. The Social Enterprise ⋅ tomorrow-people.com ⋅ ONLY 25% OF B2B MARKETING HEADS HAVE ONGOING, PROACTIVE RELATIONSHIPS WITH THEIR SECTOR’S FORUMS & COMMUNITIES 11 Source: influencer50, 2014
- 12. The Social Enterprise ⋅ tomorrow-people.com ⋅ 12 SOCIAL EMPLOYEE ADVOCACY: A 5 STEP IMPLEMENTATION GUIDE Definition Community Content Enablement Measurement
- 13. The Social Enterprise ⋅ tomorrow-people.com ⋅ 13 STEP 1: DEFINE
- 14. The Social Enterprise ⋅ tomorrow-people.com ⋅ Step 1: DEFINE ∗ Scope • Channels, departments and stakeholders • Amplify existing behaviours • Start small and simple ∗ Objectives • Leave room to grow • Realistic milestones and metrics ∗ Governance • Risk factors • Escalation process • Social media policy and guidelines ∗ Involve the wider team 14
- 15. The Social Enterprise ⋅ tomorrow-people.com ⋅ 15 STEP 2: COMMUNITY
- 16. The Social Enterprise ⋅ tomorrow-people.com ⋅ COMMUNITY Step 2: 16 Social committee structure: Marketing Sales C-Suite Partners HR / Operations Social Committee Product
- 17. The Social Enterprise ⋅ tomorrow-people.com ⋅ EMPLOYEE ADVOCACY STRUCTURE 17 Thought Leaders Social Champions Promoters Consumers Influence Investment
- 18. The Social Enterprise ⋅ tomorrow-people.com ⋅ 18 Source: Edelman, 2015 BEYOND THE C-SUITE Credibility of spokesperson 2015:
- 19. The Social Enterprise ⋅ tomorrow-people.com ⋅ THOUGHT LEADERSHIP 19 74% increase in monthly clicks compared to corporate channel activity alone Source: Tomorrow People, 2015 45% increase in monthly interactions compared to corporate channel activity alone Source: Tomorrow People, 2015 Thought Leader activity a drives 138% increase in monthly engagement on LinkedIn Source: Tomorrow People, 2015
- 20. The Social Enterprise ⋅ tomorrow-people.com ⋅ EMPLOYEE ADVOCACY STRUCTURE 20 Thought Leaders Social Champions Promoters Consumers Influence Investment
- 21. The Social Enterprise ⋅ tomorrow-people.com ⋅ Step 2: COMMUNITY ∗ Professional development ∗ Management and leadership ∗ Industry profile ∗ Thought leadership ∗ Networking ∗ Wider opportunities 21
- 22. The Social Enterprise ⋅ tomorrow-people.com ⋅ 22 STEP 3: CONTENT
- 23. The Social Enterprise ⋅ tomorrow-people.com ⋅ Step 3: CONTENT ∗ Create • Job vacancies • Blog posts • Reports and white papers • Product developments • Sales messages • Promotional campaigns ∗ Collect • Employee stories • Social updates • Customer stories • Existing assets ∗ Curate • Industry news • Reports and white papers • Thought leadership • Sector trends 23
- 24. The Social Enterprise ⋅ tomorrow-people.com ⋅ 24 STEP 4: ENABLEMENT
- 25. The Social Enterprise ⋅ tomorrow-people.com ⋅ 25 “Give a man a tweet, he can retweet it. Teach him how to be an influencer on Twitter, he can promote your brand to a network of followers on an ongoing basis...”
- 26. The Social Enterprise ⋅ tomorrow-people.com ⋅ ENABLEMENT 26
- 27. The Social Enterprise ⋅ tomorrow-people.com ⋅ 27 Step 4: ENABLEMENT
- 28. The Social Enterprise ⋅ tomorrow-people.com ⋅ 28 STEP 5: MEASUREMENT
- 29. The Social Enterprise ⋅ tomorrow-people.com ⋅ Step 5: MEASUREMENT ∗ Engagement • Employee adoption • Volume of posts • Likes and comments • Employee promoter scorecard ∗ Awareness • Brand mentions • Positive/negative sentiment ∗ Traffic • Clicks and referrals • Leads and opportunities ∗ Reach • Combined audience • Shares 29
- 30. The Social Enterprise ⋅ tomorrow-people.com ⋅ 30 SOCIAL EMPLOYEE ADVOCACY: A 5 STEP IMPLEMENTATION GUIDE Definition Community Content Enablement Measurement
- 31. The Social Enterprise ⋅ tomorrow-people.com ⋅ ∗ Your employees have potential to be influencers for your brand, and are currently underutilised in B2B marketing ∗ Appoint a social committee to drive social engagement and advocacy across your organisation at all levels ∗ There are different types of advocate, from senior thought leaders to passive consumers, and all have a role to play in your marketing initiatives ∗ Build an opt-in culture around your social advocacy programme, lead by social champions ∗ Start small and simple - education is key ∗ Track everything, measure everything 31 TAKEAWAYS