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How Employee Advocates Drive Real ROI #SMTLive

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How Employee Advocates Drive Real

ROI

#SMTLive

#SMTLive

Thank you to our sponsor

@dynamic_signal

#SMTLive

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Our speakers

Paul Gillin is a writer, speaker and online media consultant who specializes in social media and content marketing. He is a prolific writer who has published five books and more than 300 articles since 2007. His books include The New Influencers (2007), Secrets of Social Media Marketing (2008), The Joy of Geocaching (2010) and Social Marketing to the Business Customer (2011) and Attack of the Customers (2013). He also wrote the monthly New Channels column in BtoB magazine for seven years. Paul is a veteran technology journalist with more than 25 years of editorial leadership experience. His website is gillin.com and he blogs at paulgillin.com and Newspaper Death Watch. @pgillin

Sarah Goodall is Head of Social Business, EMEA at SAP. Leading the team responsible for transitioning SAP EMEA into a socially enabled organisation. Helping business leaders understand the advantages to be gained through employee brand advocacy and enabling employees develop their professional brand online. All of this is centered around a solid social listening strategy that feeds the development of relevant content that then feeds into a digital amplification engine. Using collaborative tools such as SAP JAM and Sprinklr, along with social listening with SAP Social Media Analytics powered by Netbase and an employee advocacy tool VoiceStorm, we are working to bring together a fully networked organisation. @SarahGoodall

Ted Rubin. A leading Social Marketing Strategist, Brand Evangelist, and Keynote Speaker, Ted started using and evangelizing the term ROR(hashtag #RonR), Return on Relationship™ in March 2009. The book, Return on Relationship was released 1/29/13. The most followed CMO on Twitter according to Social Media Marketing Magazine; one of the most interesting CMOs on Twitter according to Say Media, #13 on Forbes Top 50 Social Media Power Influencers, and number #2 on the Leadtail list of Top 25 People Most Mentioned by digital marketers. @TedRubin

#SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by

@TedRubin @SarahGoodall @pgillin

Why Do Employees Make the Best Advocates?

90% of consumers trust product or service recommendations from people they know

50% of employees want to share news and info about their company

Source: Social Media and Sales Quota

Source: Nielsen Global Online Consumer Survey

#SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by

@TedRubin @SarahGoodall @pgillin

Why Do Employees Make the Best Advocates?

Authenticity

Trust

Accessibility

Reach

#SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by

@TedRubin @SarahGoodall @pgillin

Who Owns Employee Programs?

Employee Engagement Program Ownership

Source: Altimeter Group

#SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by

@TedRubin @SarahGoodall @pgillin

Defining the Use Cases within Employee Advocacy

Social Selling

HR & Company Culture

Lead Gen

Brand Awareness

Event Promotion

#SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by

@TedRubin @SarahGoodall @pgillin

How Employee Advocates are Driving Results

55% of B2B marketers have seen sales increase as a direct result of content.

Source: Circle Research

User generated content is 20% more influential on purchase decisions than other media

Source: Ipsos MediaCT

#SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by

@TedRubin @SarahGoodall @pgillin

How Employee Advocates are Driving Results

Content

Syndication

& Creation

Authentic

Engagement

& Reach

Employee Engagement &

Communication

Employee Retention

Recruitment Cost Savings

Impressions & Traffic

Leads & Sales

Revenue & Growth

Event Registrations

#SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by

@TedRubin @SarahGoodall @pgillin

How to Inspire Collaboration & Participation

Give Employees a Voice Internally

Showcase the Benefits for Them

Incorporate with Existing Programs

Ensure They Know it’s 100% Opt-In

#SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by

It Really Does Work

500+ employee advocates

3K+ pieces of content published

83K+ employee shares

42M+ Impressions

260K+ Clicks

£500K to £1.3M = Paid Media Cost of 260K Clicks

30% of Traffic to SAP Blog Driven by Employees

#SMTliveHOW EMPLOYEE ADVOCATES DRIVE REAL ROI Presented by

@TedRubin @SarahGoodall @pgillin

Best Practices for Driving Real ROI

Establish an Enablement Program

Stress Authenticity & Personalization

Make it Easy for Employees to Participate

Recognize & Reward Your Active Employees

#SMTLive

Our speakers

Paul Gillin is a writer, speaker and online media consultant who specializes in social media and content marketing. He is a prolific writer who has published five books and more than 300 articles since 2007. His books include The New Influencers (2007), Secrets of Social Media Marketing (2008), The Joy of Geocaching (2010) and Social Marketing to the Business Customer (2011) and Attack of the Customers (2013). He also wrote the monthly New Channels column in BtoB magazine for seven years. Paul is a veteran technology journalist with more than 25 years of editorial leadership experience. His website is gillin.com and he blogs at paulgillin.com and Newspaper Death Watch. @pgillin

Sarah Goodall is Head of Social Business, EMEA at SAP. Leading the team responsible for transitioning SAP EMEA into a socially enabled organisation. Helping business leaders understand the advantages to be gained through employee brand advocacy and enabling employees develop their professional brand online. All of this is centered around a solid social listening strategy that feeds the development of relevant content that then feeds into a digital amplification engine. Using collaborative tools such as SAP JAM and Sprinklr, along with social listening with SAP Social Media Analytics powered by Netbase and an employee advocacy tool VoiceStorm, we are working to bring together a fully networked organisation. @SarahGoodall

Ted Rubin. A leading Social Marketing Strategist, Brand Evangelist, and Keynote Speaker, Ted started using and evangelizing the term ROR(hashtag #RonR), Return on Relationship™ in March 2009. The book, Return on Relationship was released 1/29/13. The most followed CMO on Twitter according to Social Media Marketing Magazine; one of the most interesting CMOs on Twitter according to Say Media, #13 on Forbes Top 50 Social Media Power Influencers, and number #2 on the Leadtail list of Top 25 People Most Mentioned by digital marketers. @TedRubin

Technology and Customer

Success for MarketersEasily source, curate and distribute sharable

content to employees and employee groups.

Then track, measure and reward top advocates.

Tools for EmployeesMobile and web apps that help employees

easily find & share approved content, relevant

to their personal and professional interests.

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