Content's Starring Role in Employee Advocacy

CONTENT’S STARRING ROLE IN

EMPLOYEE ADVOCACY

SETTING THE STAGE

THE AMOUNT OF CONTENT ON

SOCIAL IS EXPLODING.

In 2012, Facebook users shared 684,478 pieces of content every minute. In 2014, Facebook users shared 2,460,000 pieces of content every minute.

Source: Domo

In 2012, Twitter users sent over 100,000 tweets every minute. In 2015, Twitter users send 347,222 tweets every minute.

Source: Domo

WITH SO MUCH CONTENT,

HOW DO YOU STAND OUT?

ON SOCIAL,

YOU HAVE THREE OPTIONS.

WITH SO MUCH CONTENT,

HOW DO YOU STAND OUT?

OPTION 1: ORGANIC REACH

OPTION 2: PAID REACH

OPTION 3: EMPLOYEE ADVOCACY

Option 1: Organic Reach

Organic reach is on the decline. Companies reach between 2% and 6% of their followers on social media (Forrester).

Option 1: Organic Reach

Organic reach is on the decline. Companies reach between 2% and 6% of their followers on social media (Forrester).

Furthermore, buyers don’t trust brands. Only 16% of people trust

businesses “a great deal” (Edelman Trust

Barometer).

Option 2: Paid Reach

The majority of ads aren’t seen by humans. 54% of online ads aren’t seen by human beings. So, a lot of ad spend is wasted (Proxima).

Option 2: Paid Reach

The majority of ads aren’t seen by humans. 54% of online ads aren’t seen by human beings. So, a lot of ad spend is wasted (Proxima).

Besides, people don’t trust online ads. Only 48% of people trust ads on social media – less than nearly any other platform

(Nielsen).

Option 3: Employee Advocacy

Believe it or not, your employees are your best marketing asset on social media.


Believe it or not, your employees are your best marketing asset on social media.

Here’s why…


Employees are more trusted than social ads. 84% of people trust

recommendations from people they know; 48% trust

social ads (Nielsen).


Employees are more trusted than social ads. 84% of people trust

recommendations from people they know; 48% trust

social ads (Nielsen).

Buyers want authentic human interactions.

More “authentically human interactions” correlates with

greater customer satisfaction (J.D. Power).


So, empower your employees to build trust with buyers and provide the human interaction

your buyers crave.


So, empower your employees to build trust with buyers and provide the human interaction

your buyers crave.

It’ll pay off…


Employees on social build brand awareness. Brand messages are

reshared 24x more frequently when distributed by

employees vs. brand (MSL Group).


Employees on social build brand awareness. Brand messages are

reshared 24x more frequently when distributed by

employees vs. brand (MSL Group).

Leads from employee advocacy are good leads.

Leads developed through employee social marketing convert 7x more frequently

than other leads (IBM).

BUILDING YOUR AUDIENCE THROUGH

EMPLOYEE ADVOCACY

For employee advocacy to work, your employees need content.

Otherwise, what will your employees

share on social media?

UH OH! THEREIN LIES A PROBLEM.

Your employees need content, but marketers aren’t able to create enough content.

Only 32% of marketers are able to create enough

content to meet their needs (Aberdeen Group).

It’s unreasonable to expect marketers to create enough original content for their employee

advocates.


advocates. Just think about the amount

of content you’d need.


advocates. Twitter best practices

suggest 10-14 daily updates.


advocates. Is your team going to

generate 10-14 pieces of new content each day?

So, what’s a marketer supposed to do? Where’s the content going to come from?

THE SOLUTION: THE 4-1-1 RULE

Supplement your

branded content with

other people’s content.

In a nutshell:


“For every one self-

serving tweet, you share

one relevant tweet and

most importantly four

pieces of content written

by others.”

The original rule:


“For every one self-

serving tweet, you share

one relevant tweet and

most importantly four

pieces of content written

by others.”

The original rule:


“Share four pieces of

content written by others

for every one soft

promotion (e.g. an ebook)

and for every one hard

promotion (e.g. demo

request).”

Adapted for multiple social networks:


“Share four pieces of

content written by others

for every one soft

promotion (e.g. an ebook)

and for every one hard

promotion (e.g. demo

request).”

Adapted for multiple social networks:

THE 4-1-1 RULE IS NOT JUST A

BEST PRACTICE.

“Best-in-Class sellers cite content,

especially third-

party content, as

effective or highly

effective.” (Aberdeen Group)

What’s more, employees are

most likely to share

third-party content,

specifically news

articles about their

industry. (Trapit Research)

In other words, if you want your employees to be active on social, don’t focus solely on your

company’s content.

Provide your employees third-party content

they want to share – like industry news.

QUICK POINTER #1

Before you evaluate employee advocacy solutions, define your content strategy.

ASK…

•  Who will be in charge of our

content strategy?

•  How will we organize our

content (e.g. by business units,

by verticals)?

•  What types of content do we

want employees to share?

•  What types of content do

employees want to share?

•  What types of content do

buyers want us to share?

ASK…

•  Will this solution allow me to

carry out my company’s

content strategy for employee

advocacy?

•  Can I easily provide my

employees with content and

sample messages?

•  Does this solution offer a

content library out of the box?

When evaluating advocacy platforms…

QUICK POINTER #2

Think about how much time and money your company spends on creating content.

In 2012, North American marketers spent $40.2b to

produce and distribute content

(Custom Content Council).

Regarding branded content…

A lot of your time and money is wasted.

One-third of marketing assets go unused or underutilized

(IDC).

That’s roughly $13.27b of wasted or underutilized content.

(One-third of $40.2b is $13.27b.)

Fix this problem by storing content in a library that is easily accessible to employees.

Empower your employees to share

and recycle your content.

QUICK POINTER #3

When searching for third-party content to share, work smarter.

Some companies employ teams of marketers to search the web and copy/paste links into a

Microsoft Word document for their advocates.

Then, those professional copy-and-pasters have to compose an e-mail and circulate the Word

document among their employees.

That takes several hours every day.


Are you thinking what we’re thinking?


That’s a lot of needless manual effort, isn’t it?

There’s a platform that makes things easier.

Trapit is the only employee advocacy solution with robust content capabilities.

Not only does Trapit provide you with a place to store your branded content;

Not only does Trapit provide you with a place to store your branded content;

It discovers content that your employees will want to share and

your buyers will want to consume.

REVIEWS

“Since we implemented Trapit, the field is happier with the content we are putting out

there, and we can always find content that

mirrors the message we are trying to get to our

consumers.”

VP of Brand Marketing, One of the largest life insurance

companies in the U.S.

“With Trapit, we are able to obtain a high volume of high quality third-party content that has

increased our social credibility and engagement

with influencers.”

Marketing Executive, Fortune 100 technology company

“The right content builds strong relationships, while the wrong content gets you caught in the

clutter. Trapit allows us to provide the field with

strong content that makes contacts feel we

know and understand them. And when this

happens, it helps us build trust. ”

VP of Brand Marketing, One of the largest life insurance

companies in the U.S.

About Trapit

Trapit is the platform for authentic employee advocacy and social selling.

Our technology empowers employees on social

media with content that is proven to spark engagement and drive sales.

Visit trapit.com to learn more.

http://www.trapit.com