edm - bbdo employee advocay - 20151120 · 2016. 8. 11. · [email protected] or...
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![Page 1: EDM - BBDO Employee Advocay - 20151120 · 2016. 8. 11. · laura.deknock@bbdo.be or stefan.ceunen@bbdo.be . Title: EDM - BBDO Employee Advocay - 20151120 Created Date: 11/23/2015](https://reader036.vdocuments.site/reader036/viewer/2022071603/613e436159df642846166aa1/html5/thumbnails/1.jpg)
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Employee Advocacy
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OUR AGENCY
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Our Offering
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ContentOur Story
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Customer Relationship Building
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Customer Journeys
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The Challenge
!
1. Account Managers weren’t feeding their relations online
2. Strategist weren’t building thought leadership
3. Creatives weren’t showcasing cases enough
!
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The Solution: Walk The Talk
!
1. Start a content marketing group
2. Involve key persons to support
3. Educate employees
4. Start producing content or adapting content to be shared online
5. Implement a tool to spread your content easily and effectively
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BREATH ‘EFFECTIVENESS’
LEADS (GET IN THE SHORTLIST)
Reach out with relevant content
VISIBILITY
Define your goals
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Define your goals
VISIBILITY FOR OUR VISION AND WAY OF
WORKING
Objective
1
“In need for a solution to your problem?
No worries, we are top of page to provide you with
useful and hands-on content!”
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BREATH MARKETING EFFECTIVENESS
THROUGH CONTENT
Objective
2
“Are your marketing actions not contributing to your actual
targets?
We know what the problem might be, so have a look what
our experts have to say”
Define your goals
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CONVERSION INTO RELEVANT LEADS
Objective
3
“Our content describes the answer to your problem?
Let us know, we’re happy to
discuss in person”
Define your goals
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*Agency Awareness below 65% (Source: DeepBlue Agency study, 2012)
Define your audience
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Understand your audience
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Define Content Topics
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Start from scratch?
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Or leverage existing efforts
- Wordpress - Medium - Slideshare - Youtube
OWNED CONTENT
Opinion
Intelligence
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Or leverage existing efforts
CURATED CONTENT
- Mashable - Contagious - BBDO knows - …
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Define relevant touchpoints
Owned & Curated • Website • Social Media / Slideshare
Earned • Social media viral / Earned press • Employee and customer generated content /…
Payed • Direct mail / SEA /…
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!
1. Your most convincing assets are your employees
2. Involve & educate them
3. Use a tool to facilitate their efforts
4. Keep them engaged
And distribute your content
Potential content consumers (clients, prospects, advertising industry)
Content distributors (BBDO social actives)
Heavy content sharers
BBDO netwerk (BBDO (ex) employees)
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Employee Advocacy?
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Smarpshare for smart sharing
https://www.youtube.com/watch?v=jrTOg0pQCG4
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Smarpshare for smart sharing
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Smarpshare
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Smarpshare
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Smarpshare
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The results? !
1. 61% of the Smarpsharers are active brand advocates
2. Website traffic doubled
3. Reach +15% on Facebook, +20% on Twitter, + 20 on LinkedIn
4. Average unique clicks per post: 45 (total = 2,81K)
5. Average unique reach per post: 9780 (total = 617,39K)
6. Average estimated earned media value per post: $ 93
7. New leads from clients & candidates boosted
8. First major client signed after 2 months through employee advocacy
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THANK YOUQuestions?