Unlocking the Secrets of Employee Advocacy
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Employee advocacy is rapidly becoming a part of every organization's marketing strategy. A well-executed employee advocacy program can increase brand awareness, fill the sales pipeline, and improve both employee and customer loyalty and satisfaction. To be successful, it all begins with alignment and cooperation between the C-Suite, human resources, marketing, and sales. When these groups join forces to plan and execute an employee advocacy strategy, the results can be amazing. The question is: how do you get there as an organization? Join us for this free seminar to learn the key elements and organizational alignments needed to implement and scale an effective employee advocacy program. To follow the conversation on Twitter use #MOOcast. What Will You Learn? -Considerations before launching an employee advocacy program -How to create departmental alignment -How to build an advocacy team -The role of content in employee advocacy -Tips for adoption and education -How to measure success
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Unlocking the Secrets of Employee Advocacy
- 1. Unlocking The Secrets Of Employee Advocacy Sponsored by: MOO Presented by: Julio Viskovich
- 2. Meet Today’s Sponsor • Award-winning online design and print business • Passionate about great design and the difference it can make to our customers and the world • Global company with nearly 400 employees • 5 offices (London, Boston and Providence, RI)
- 3. Julio Julio is the VP of Marketing at rFactr and a professor of digital marketing at the University of British Columbia. He was recognized as a Forbes top 30 social media influencer and is the recent author of Sellarketing: A Guide To Aligning Sales and Marketing. Julio has worked with companies like Microsoft and HootSuite to develop awareness in North American and global markets.
- 4. How are social networks transforming business?
- 5. What is Employee Advocacy? Employee advocacy is about channeling the passion and knowledge of your employees to GROW your brand by enabling your people to utilize THEIR trusted social networks to amplify content that is beneficial to both the employee and the company.
- 6. Social Media creates brand challenges and opportunities for companies 1. Hyper exposure 2. Collective exposure OPPORTUNITY Unleash unrecognized, underutilized authentic marketing force! => Your Employees
- 8. Few employees share company-related content today… Source: LinkedIn April 2015 2% of employees share company content with their personal network …yet this small group drives significant engagement. They are responsible for 20% of the overall engagement that content receives.
- 9. • Do you have enough content today? • What content is preferred by your customers? • Paid vs Create vs Curate Content Considerations Source: ImageX Media
- 10. A Shift In Thinking: 1:1 vs 1:Many Source: Sales Benchmark Index
- 11. • WIIFT – What’s In It For Them? • Internal Marketing Strategy • Outreach and Communication • Employee Development Programs Before Getting Started: How You Will Put The Puzzle Together
- 12. Marketing + HR = Good Company Culture Let proud employees endorse the company as a great place to work and help drive corporate recruiting. • Deliver Consistent Messaging • Accelerate Recruiting Efforts • Increase Job Opportunity Referrals • Turn Employees to Thought Leaders Online Source: ROI via rFactr SocialPort
- 13. Marketing KPIs: Measure Employee Advocacy • CPM/CPC for Cost Justification • Reach, Engagement, Amplification, Conversion
- 14. Microsoft Partner Project 156 partner orgs unique social accounts 222k connections 44k 9.5k logins 13.9k postshours logged55k Cost Per Thousand Impressions (CPM) @ 100% usage* 1256 123k 31.5k $.14
- 15. Justification: Pitching The Program
- 16. From 0 to 30: Ensuring Success • Program Sign Ups • # of Logins • # of Social Shares • # of Approved Profiles
- 17. • Adoption • Employee Satisfaction • Brand Awareness • Training Progression • Lead Generation Shared KPIs: Creating Departmental Alignment
- 18. Source: Altimeter Group Working Together With All Departments To Ensure Success
- 19. This is a Journey, Not Instant Gratification
- 20. #Winning With Employee Advocacy Deloitte Africa • 25% adoption of the Deloitte Africa (1,500 employees) • 26,000 shares of their content, 41,000 clicks, 90 million impressions • Earned media value to an estimated $80,000 Humana • ESN called “Buzz” • Internal champions and stakeholders • People-centric approach to ROI http://bit.ly/sbehum http://bit.ly/DG-Deloitte-Africa
- 21. Closing Question: What action can you take now to - introduce this, begin to incorporate it, pilot it...?
- 22. And on this slide... Look, a special offer! Get a beautiful ‘Networking Starter Pack’ of personalized stationery, business cards, and note cards + the chance to win $500 worth of MOO’s award-winning design services. Head to moo.com/marketingprofs
- 23. Thank You
Editor's Notes
- Q: How does social media impact business process? Overview: Employees typically have 6x – 10x more connections than the brand has followers. Brand advocates evangelize “why they choose” to work @ your organization in an authentic, social post. Peer-to-peer interactions, similar to “word of mouth references” carry more influence than nearly any paid campaign or brand sponsored promotion Before Scenarios: Traditional channels of driving the business have become less effective. The cost to maintain and grow the business are increasing year-over-year. Negative Consequences: Declining # of new applicants, frequent loss of candidates to the competition, limited line of sight into what influences candidate decision making process. After Scenarios: Expand the Circle-of-Influence. Attract “Not-Looking” Candidates before they are “On-the-Market” PBOs: Increased # of New Applicants & Referrals Decrease in # of applicants lost to competition Decreased cost to attract, place, retain candidates How We Do It: SocialPort is the content repository for socialized digital content and acts as the distribution system so employees can share content with their personal networks @ scale. The organization leverages SocialPort analytics to measure, validate and scale top preforming campaigns.
- Advocacy is a cost effective approach to increasing brand awareness, driving leads, improving website traffic, and skyrocketing the revenue for your business. Leading organizations are empowering the voices of their employees with a social communications systems in SocialPort (similar to phone and email). Employee Advocacy KPIs: Establish thought leadership Promote company employees as Subject Matter Experts Increase brand awareness Improve website traffic and SEO Grow content exposure Convert more leads Promote events and increase registrations Reach more influencers organically and reduce PR spend Build a sustainable Employer Brand Attract more high-quality talent Increase customer engagement and satisfaction Decrease Customer Service expense Improve Customer Service efficiency and effectiveness Enhance company reputation and build trust Studies Show that Employee Advocacy helps: Expand brand awareness 14X Boost website traffic 5X Leverage 90% more opportunities Receive 25% more qualified leads Decrease cost per lead by 13% Stay top of mind for 92% of B2B buyers Amplify company content 11X Increase content engagement 700X Attract 50% more event registrations Enhance employee productivity by 12% Improve employee engagement by 13%
- When you analyze the % of employees who are shared company relevant content with their networks - we saw that on average, only 2% of employees shared content that was company relevant. Lets take a look, however, at what type of engagement this 2% of employees is driving with company relevant content. When we look at engagement overall with company relevant content, we see that on average, this 6% of employees increased the company’s total engagement by 43%. Said differently, this small pool of employees is driving a considerable amount of the engagement that companies receive with their content. So why aren’t more companies empowering their employees to be social professionals? Because they lack the tools needed to easily and effectively curate content, suggest it to the right employees, and measure the impact on the bottom line. Source: http://blog.linkedin.com/2015/04/13/elevate/
- Employee Benefits: Feel the company is helping them build their personal and professional brand Build up employee social profile/increase # of followers Gain greater visibility across the organization and with management/leadership Recruit and get to work with friends Success Metrics: Increased feeling of optimism about the companies future Increase in job satisfaction, happiness, and feeling inspired Increase in productivity Increase in employee engagement