unlocking the secrets of employee advocacy
TRANSCRIPT
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Unlocking The Secrets Of Employee Advocacy
Sponsored by: MOOPresented by: Julio Viskovich
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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)
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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.
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How are social networks transforming business?
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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.
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Social Media creates brand challenges and opportunities for companies
1. Hyper exposure2. Collective exposure
OPPORTUNITY
Unleash unrecognized, underutilized authentic
marketing force!=> Your Employees
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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.
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• Do you have enough content today?• What content is preferred by your customers?• Paid vs Create vs Curate
Content Considerations
Source: ImageX Media
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A Shift In Thinking: 1:1 vs 1:Many
Source: Sales Benchmark Index
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• 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
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Marketing + HR = Good Company CultureLet 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
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Marketing KPIs: Measure Employee Advocacy
• CPM/CPC for Cost Justification
• Reach, Engagement, Amplification, Conversion
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Microsoft Partner Project
156 partner orgs
unique social accounts
222kconnections
44k
9.5k logins
13.9k posts hours logged55k
Cost Per Thousand Impressions (CPM) @ 100% usage*
1256123k
31.5k
$.14
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Justification: Pitching The Program
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From 0 to 30: Ensuring Success
• Program Sign Ups• # of Logins• # of Social Shares• # of Approved Profiles
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• Adoption • Employee Satisfaction• Brand Awareness• Training Progression• Lead Generation
Shared KPIs: Creating Departmental Alignment
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Source: Altimeter Group
Working Together With All Departments To Ensure Success
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This is a Journey, Not Instant Gratification
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#Winning With Employee AdvocacyDeloitte 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
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Closing Question:What action can you take
now to - introduce this,
begin to incorporate it, pilot it...?
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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-
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Head to moo.com/marketingpro
fs
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Thank You