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Jaime Pham - Employees as influencers
The document discusses the evolving role of employees as influencers in content marketing, emphasizing the importance of human connections and storytelling in building relationships. It highlights how empowering employees to share content can enhance brand authenticity and reach, as individual contributions often surpass corporate messaging in engagement. Companies are encouraged to provide tools and education to enable employees to create and share content that resonates with their audiences.
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Jaime Pham - Employees as influencers
- 1. Employees as Influencers JaimePham Content Marketing Evangelist
- 2. Content marketing is buildinga 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 BillGates Co-chair, Bill & Melinda Gates Foundation Arianna Huffington President The Huffington Post
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- 6. Michelle Chaffee Founder & CEOat Älska 8x more comments
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- 8. Not all channelsare created equal. Context matters. 583 Views 10x more views than David’s own blog
- 9. And even thebiggest leaders need multiple channels to start a conversation 65 Comments 310 Comments
- 10. six job views threeCompany 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 tomove beyond the brand. Now, employees are producing, unearthing, and distributing information
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- 15. And often independently 1.2Million Views
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- 17. 1. Educating employeeson their professional brand so they are empowered to represent themselves, and your organization, in a transformative way
- 18. “Originally, we werefocused 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 employeeswith tools to be their own content creators
- 20. Meet the newpress release
- 21. And distributing contentthat employees actually want to share. Why?
- 22. Your employee’s combined connectionson social networks are, on average, 10x larger than your company followers
- 23. And content sharedby 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
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- 27. What can youcontribute?
- 29. Publishing and Sharing-Influencer Editorial Guide
Editor's Notes
- #3 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
- #4 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.
- #5 The most followed influencers on LinkedIn are all synonymous with a company brand
- #6 But non-influencers can have big voices, too, and can use those voices to start a real conversation.
- #10 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
- #11 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.
- #12 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)
- #24 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
- #27 AMEX Open: small business owners ANN Inc.: Prospective talent LinkedIn: company page followers. Prospective and existing talent, alumni.
- #28 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.
- #30 SSI for most recent month