Slalom GD Roadshow: Building a Social Media Amplifier Program to Boost Your Brand
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Hear from Slalom Consulting at our Glassdoor Best Places to Work Roadshow about building a social media amplifier program.
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Slalom GD Roadshow: Building a Social Media Amplifier Program to Boost Your Brand
- 2. Slalom and Colleen background employee advocacy defined tools available boost your brand: case study
Editor's Notes
- Like traditional marketing: must identify audience, goals, tactics and KPIs – this is just once tactic GOALS – pipeline, brand awareness, traffic to site, increase in followers. For slalom it’s recruiting, business development and brand awareness
- started professionally in social media in 2010
- intro idea of earned, owned and paid With employee advocacy (or amplification) we’re talking about leveraging EARNED relationships of our employees to increase our own EARNED reach and the vehicle is mostly OWNED (* consumer businesses do the same thing – their OWNED content is how their employees treat customers, how their products work (or don’t) etc.) When content isn’t owned it’s because we’re doing some curation to boost employees interest and credibility PAID: ads on any channel, sponsorships, etc. can seem fuzzy when we’re talking about ads on social media, but that is paid OWNED: front of the store, inside the store the employees, the uniforms, the products the website, the flyers, the webinars EARNED: social media – reviews on online essentially your reputation
- (side benefit – increased employee engagement) – Gallup 2013 State of Global Workforce Survey: 13% if employees consider themselves engaged at work. 63% consider themselves actively disengaged. Huge financial loses result from employee disengagement – social advocacy helps employees to engage (Altimeter Group and LinkedIn )
- who engage those people who already your brand’s power users the individual’s online persona (differentiate between brand representatives and individuals if necessary) people who are interested in becoming thought leaders why ~8% overlap between twitter’s users’ followers and those of the brand for which they work higher engagement what curate ratio – decide: are you going to help them curate?
- content marketing engine required empower: tools providing ongoing internal trainings provide a policy - paid tools: SocialChorus, Everyone Social, Gaggle Amp OR find a solution within current framework/tools - content what makes highly shareable content? -> social currency (stuff that makes them / or by association them/their company look good) Top of Mind (timely) topics they care about repeating content from a celebrity or thought leader they admire helpful content that will educate others stories – a piece of a larger narrative -
- Quote Sample
- the nitty gritty of implementing a brand amplifier program (essentially, it is one of the balloons that helps your content marketing program fly) other balloons: SEO paid digital marketing branded social
- leveraged superbowl worked to include everyone (not just football enthusiasts) optimized content for reach (incentiized images) -email -suggested messaging -live coverage and recognition -follow up 369 tweets 240 k potential impressions
- gauge effectiveness of your program. KPIs: Average shares per employee, proportion of Web Traffic from Employee sparked efforts, increased organic traffic, increased organic search w/ keywords: your company name - Test and refine: like email campaigns- test different content formats/ CTAs, etc - report back, tools: google analytics, bitly - ongoing motivation: SimplyMeasured – see their results weekly emails brand engages back, shares content from users/employees ongoing trainings integrate w/ new hire orientation program congratulate and recognize internally and externally guest tweeter, other programs
- employee advocacy increases engagement, costs nothing (except the hard work of your team to inspire your colleagues), brand ambassadors extends reach builds the strength of your content marketing program