how to increase your content reach and engagement through employee advocacy
TRANSCRIPT
How to Increase Your Content Reach and Engagement Through Employee AdvocacyMaximize Your Content Marketing Impact by Empowering Employees to Share
Thursday, November 10, 2016
11:00am PT | 2:00pm ET
LinkedInElevate
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Today's speakers
Katie Levinson Product Marketing Manager, LinkedIn
Alex RynneContent Marketing Manager, LinkedIn
Nora DavisBrand Experience and Content Marketing Specialist, CH2M
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How employee advocacy maximizes your marketing goals
How to launch your own program
Best practices from LinkedIn and CH2M
How LinkedIn Elevate can help you succeed
Q&A
Agenda
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What’s employee advocacy?
Empowering your employees to share content with their own social networks
Employees build thought leadership and their professional reputations
Companies extend their reach and engagement, and connect more authentically with their audiences
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90% of brands are already pursuing or have plans to pursue employee advocacy
Early pilots, testing 38%
Leadership support for broad-based employee advocacy 26%
Employee advocacy is strategic, with strategic impact 16%
Trained employees in just a few departments 11%
No plans 7%
Employees not allowed to advocate 3%
“What best represents the state of employee advocacy at your company?”
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Companies with a formal program grow faster than those without one
Firms with formal employee advocacy programs grow faster
Other firms
> 20% revenue growth
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Employee advocacy extends your reach
Your employees have 10x more connections
than your company has followers
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Employee advocacy drives higher CTR
Employees drive 2x higher click-through rates compared
to company shares of the same content
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Employee advocacy increases engagement
While on average only 3% of employees share company-related content, they drive a 30% increase
in the engagement with that company content
Employee engagement
Total engagementLike, click, comment, re-share
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Ready to launch
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Set your program goals and content strategySTEP 1
PROGRAM GOALS
Reach and engage more of your target audience
Increase brand awareness and followers
Drive leads for sales
CONTENT STRATEGY
company-related25% 75%
non-company related
Select employees to participate
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Look at current content to understand which audiences it will
resonate with
Find your current social champions
STEP 2
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Educate employees: What’s in it for them
Employees can build their professional reputations and visibility by sharing smart content
How to get them involved
Share key stats: Employees who share regularly grow their networks 4x faster and get 6x more profile views
Hold “Social Media 101” sessions
Help them build a strong LinkedIn profile
STEP 3
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Tips to rock your LinkedIn profile
Upload a professional photo. Profiles with photos receive a 40% higher InMail response rate.
Write a descriptive headline. After the photo, the headline is the first thing people look at in a profile.
Include a summary and experience.Employees should tell their story from the perspective of someone trying to determine whether or not they want to do business with the company or respond to an InMail.
Personalize the LinkedIn web address.By creating a URL that closely matches their name, employees will be more easily found in search engine results.
Share updates prospects or customers will find insightful, useful, or provocative.In addition to providing links to the articles, employees should comment on what they share without being too self-promotional.
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Launch!
Get senior leadership involved
Use existing communications channels
STEP 4
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Keep employees engaged
Regularly suggest content
Recognize top sharers
Refine content strategy
Enable employees to share on the go
STEP 5
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Measure your results
What you should be measuring:
Traffic to your website, blog and other owned channels
Leads generated through employee-shared content
With the right tool, you can also measure:Increase in company followersNumber of impressionsEngagement rate with your content
STEP 6
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Content Marketing Manager, LinkedIn
Content Tips with Alex Rynne
Certain types of content perform better than others
Credible 3rd party content on current trends
Links directly to landing pages with form fills
Blog posts
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Don’t make it all about you: The 4-1-1 rule
3rd party/curated
Owned/company-related
Promotional (i.e., lead gen)
For every 6 pieces of content you share with employees:
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Ensure that your content looks engaging
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Image
Headline
Intro text
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t tt
Why Breaking the Rules is Good for Business
The George Costanza Approach to Content Marketing
240,555Reach
2,145Total engagements
653,302Reach
1,672 Total engagements
230,226Reach
1,665Total engagements
The Sophisticated Marketer's Podcast: B2B Marketing and Sales Trends with Justin Gray and Craig Rosenberg
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Brand Experience and Content Marketing Specialist, CH2M
Best Practices with Nora Davis
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Creating fuel for business through employee relationships
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Our employee advocacy vision:
Enable employees to create deeper relationships with their key stakeholders
Drive positive brand awareness for CH2M
Support the development of employees by enhancing their social media and digital savviness
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Get employees excited about being social
Start with socially savvy employees
Educate employees on what’s in it for them
Help build social profiles
Demonstrate success through results
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Reward your most social employees, and give helpful nudges to those who need it
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Continually evolve your content strategy
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Keep a monthly pulse on:
What’s resonating with employees
What’s resonating with employees’ networks
Measure your results
Employees are sharing 8x more frequently
Employees are growing their networks 4x faster than before
Over 2% engagement rate on employee-shared content
more Company Page followers than before
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Top 3 pieces of advice
What helps our program succeed:
Start with your social stars
Educate employees on the value of social
Continually track content performance and adjust as necessary
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Introducing LinkedIn Elevate
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LinkedIn Elevate makes it easy for you to distribute content to employees and to measure your results
Find content and suggest to employees through Elevate
Employees share content to their social networks
After, see the impact your employees have driven
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Customers using Elevate are seeing great results
Employees share 5x more than before, resulting in:
more Company Page views
more Company Page followers
average engagement rate
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How to get started with employee advocacy
1 Start with the basics
2 Emphasize the value to employees
3 Make it easy by regularly suggesting content
4 Recognize and reward participation
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Q&A