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Glenn DonovanDirector of Client Team
Helping Your Employees Close the Gap on Social Media
Benefits of Employee Advocacy
Buyer Behavior is Changing
Source: LinkedIn Tracing Social Selling ROI to Actions - 9/17
Unlike any other initiative at your company
Biggest Challenge: Low employee participation
We’ve had to change our thinking about this
• Employee first!• Marketing benefits will follow
Understanding Employees
• 1-5%• Confident on
social media• Good writers• Get results
• 5-20% • “FOMO” Group• Know they
“should” be • Room for
improvement in what they share
• 40-60%• Unsure about
the payoff• Willing to help
the brand if you make it easy
• 5-15%• Unwilling to
participate typically
Model social media participants
Active but still need help
Basically inactive
Absent from social media
UNDERSTAND YOUR EMPLOYEES
Employee Motivations(Why would they participate?)- Establish thought leadership- Industry expertise- Creating, building, & maintaining relationships
Anticipate Challenges- Privacy concerns- What can the company see?- Will this look “spammy”?
Recognize and Acknowledge- Recognize participants- Monthly/Quarterly contests- Reinforce alignments with their efforts and the company’s results
Realizing Employee Mindset
They Are Already Talking About Your Brand
*2017 Marketing Advisory NetworkEmployee Advocacy Impact Study
Affinity For Your Brand Matters
*2017 Marketing Advisory NetworkEmployee Advocacy Impact Study
Employees Role Matters
*2017 Marketing Advisory NetworkEmployee Advocacy Impact Study
What Marketers Ask Versus What Employees Want To Do
● 2018 GaggleAMP Analysis of Activities by Employee and Manager
2018 GaggleAMP Activities by Employee and Manager
● Your employees like LinkedIn○ Sharing and posting
● Managers like Facebook more than employees
● Employees want to participate on Twitter
THE RIGHT CONTENT CURATION & VOICE CREATES TRUST
• Only 24% of the content employees want to share is promotional*
• Job postings, community involvement, company accomplishments,
daily workplace life make up the remaining 76%*
• The department an employee is in plays an important role in what they want to share**
* Alitmeter Group 2016**Marketing Advisory Network 2017
GaggleAMP PROFILE
• Founded in 2010
• Hundreds of clients
• Not VC funded, financially stable and growing
• More product in the pipeline