BEST PRACTICE: The social enterprise: increase the effectiveness of your social media marketing with employee advocacy

INCREASE THE EFFECTIVENESS OF YOUR SOCIAL MEDIA MARKETING WITH EMPLOYEE ADVOCACY

Stephanie Mulrooney | David Smith Tomorrow People B2B Marketing Summit 2015

THE SOCIAL ENTERPRISE

The Social Enterprise ⋅ tomorrow-people.com ⋅

Tomorrow People is an ambitious and expanding inbound marketing agency. As a Hubspot Platinum Partner, we focus on building brands and narratives that nurture leads, turning prospects into customers and customers into advocates.

We help your content cut through the white noise and get noticed by the right people to increase the ROI of your content marketing campaign.

With our team of experienced specialists, we produce insightful content that stands out from the crowd and directly speaks to the business pains of your target audience.

∗ Marketing Programs∗ Modern Search Optimisation∗ Earned Media∗ Website Development∗ Content Strategy

TOMORROW PEOPLEAbout us

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The Social Enterprise ⋅ tomorrow-people.com ⋅ 3

OBJECTIVES

∗ Understand what social employee advocacy is and why it’s valuable for B2B organisations

∗ How to build a social employee advocacy programme and encourage adoption

∗ How to track, measure and evaluate the impact of social employee advocacy


SOCIAL EMPLOYEE ADVOCACY

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PEOPLE TO PEOPLE MARKETING

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84% of consumers trust

recommendations from people they

know

Source: Nielsen, 2013

60% of the B2B buying process is completed before

contact with a sales person

Source: CEB, 2012

98% of business decision makers read

blogs, watch peer videos, or listen to podcasts for work

Source: Forrester, 2013


INFLUENCER MARKETING

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Influencer marketing model:


INFLUENCER MARKETING

Employee advocacy model:


APPLICATIONS

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Increased reach

Employee engagement

Thought leadership

Warm referrals

Marketing

HR

C-Suite

Sales


SOCIAL ADVOCACY

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On Twitter, Cisco employees have 10x more followers than corporate accounts

Source: Social Chorus, 2013

3.6% of customer and employee referrals convert into sales,

more than any other channel

Source: eMarketer, 2014

Companies that are socially engaged on

LinkedIn are 58% more likely to attract

top talent

Source: Altimeter, 2014

Social CEOs are graded more highly

on 8 out of 9 leadership attributes than unsocial CEOs

Source: Weber Shandwick, 2013


68% OF FORTUNE 500 CEOS STILL HAVE NO SOCIAL MEDIA

PRESENCE ON ANY MAJOR NETWORK

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Source: CEO, 2014


ONLY 25% OF B2B MARKETING HEADS HAVE ONGOING,

PROACTIVE RELATIONSHIPS WITH THEIR SECTOR’S

FORUMS & COMMUNITIES

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Source: influencer50, 2014


SOCIAL EMPLOYEE ADVOCACY:A 5 STEP IMPLEMENTATION GUIDE

Definition Community Content Enablement Measurement


STEP 1:DEFINE


Step 1:DEFINE

∗ Scope• Channels, departments

and stakeholders• Amplify existing

behaviours• Start small and simple

∗ Objectives• Leave room to grow• Realistic milestones and

metrics∗ Governance

• Risk factors• Escalation process• Social media policy and

guidelines∗ Involve the wider team

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STEP 2:COMMUNITY


COMMUNITYStep 2:

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Social committee structure:

Marketing Sales

C-Suite

PartnersHR /

Operations

SocialCommittee Product


EMPLOYEE ADVOCACY STRUCTURE

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Thought Leaders

Social Champions

Promoters

Consumers

Influence

Investment


Source: Edelman, 2015

BEYOND THE C-SUITE

Credibility of spokesperson 2015:


THOUGHT LEADERSHIP

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74% increase in monthly clicks compared to

corporate channel activity alone

Source: Tomorrow People, 2015

45% increase in monthly interactions

compared to corporate channel

activity alone


Thought Leader activity a drives

138% increase in monthly engagement

on LinkedIn



EMPLOYEE ADVOCACY STRUCTURE

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Thought Leaders

Social Champions

Promoters

Consumers

Influence

Investment


Step 2:COMMUNITY

∗ Professional development∗ Management and leadership∗ Industry profile∗ Thought leadership∗ Networking∗ Wider opportunities

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STEP 3:CONTENT


Step 3:CONTENT

∗ Create• Job vacancies• Blog posts• Reports and white papers• Product developments• Sales messages• Promotional campaigns

∗ Collect• Employee stories• Social updates• Customer stories• Existing assets

∗ Curate• Industry news• Reports and white papers• Thought leadership• Sector trends

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STEP 4:ENABLEMENT


“Give a man a tweet, he can retweet it.

Teach him how to be an influencer on Twitter, he can promote your brand to a network of followers on an ongoing basis...”


ENABLEMENT

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Step 4:

ENABLEMENT


STEP 5:MEASUREMENT


Step 5:MEASUREMENT

∗ Engagement• Employee adoption• Volume of posts• Likes and comments• Employee promoter

scorecard∗ Awareness

• Brand mentions• Positive/negative

sentiment∗ Traffic

• Clicks and referrals• Leads and opportunities

∗ Reach• Combined audience• Shares

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SOCIAL EMPLOYEE ADVOCACY:A 5 STEP IMPLEMENTATION GUIDE

Definition Community Content Enablement Measurement


∗ Your employees have potential to be influencers for your brand, and are currently underutilised in B2B marketing

∗ Appoint a social committee to drive social engagement and advocacy across your organisation at all levels

∗ There are different types of advocate, from senior thought leaders to passive consumers, and all have a role to play in your marketing initiatives

∗ Build an opt-in culture around your social advocacy programme, lead by social champions

∗ Start small and simple - education is key∗ Track everything, measure everything

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TAKEAWAYS

[email protected]

For more information:THANK YOU