employee advocacy -...
TRANSCRIPT
EMPLOYEE ADVOCACY THE NEXT STEP IN SOCIAL MEDIA BUSINESS AND DIGITAL TRANSFORMATION
6500 social networks
aggregated in real time
1.2M average no. of posts
amplified per month
110K average no. of social
actions per month
Used in 60 Countries
WHAT IS EMPLOYEE ADVOCACY?
The empowerment and engagement of
employees into becoming ambassadors
of the company through the sharing of
brand and industry related content on
social media.
WHY IS EMPLOYEE ADVOCACY RELEVANT?
REASON #1 SOCIAL MEDIA IS WHERE YOUR CLIENTS ARE…
49% of B2B buyers research vendors by looking at their LinkedIn profiles.
55% of B2B buyers search for information on social media.
+70% of B2B buyers view product demonstration videos before making a purchase.
42% made a business related purchase [based on an online video].
Sources: Weidert Group, Kite Desk , A Sales Guy Consulting, Aberdeen Group , Gawker, Biznology
WHY IS EMPLOYEE ADVOCACY RELEVANT?
REASON #2: SOCIAL MEDIA IS WHERE MARKETING & SALES GENERATE LEADS…
72.6% of salespeople using social media outperformed their sales peers.
In 2014, 64% of sales professionals closed at least one deal thanks to social media.
B2B marketers who use Twitter generate twice as many leads as those who don't.
94% of B2B marketers use LinkedIn to distribute content.
Sources: Weidert Group Kite, Desk , A Sales Guy Consulting, Aberdeen Group , Gawker, Biznology
WHY IS EMPLOYEE ADVOCACY RELEVANT?
REASON #3: SOCIAL MEDIA IS WHERE YOUR FUTURE TALENT IS…
Millennials are changing the recruiting industry:
73% of 18-34 year-olds found their last job through a social network.
59% of recruiters rated candidates sourced from social networks as “highest quality.”
73% of recruiters showcase company culture on social media to stay competitive.
Sources: Weidert Group, Kite Desk , A Sales Guy Consulting, Aberdeen Group , Gawker, Biznology
SO, HOW DOES EMPLOYEE ADVOCACY IMPACT THIS SOCIAL MEDIA SPACE?
WHAT EMPLOYEE ADVOCACY DOES FOR YOUR COMPANY
DRIVE GREATER REACH FOR YOUR BRAND MESSAGES.
1 Employee 2 Social networks 10 Shares/month 4000 Audience
touch points/month
1000 Employees 2 Social networks 10 Shares/month 4,000,000 Audience
touch points/month
WHAT EMPLOYEE ADVOCACY DOES FOR YOUR COMPANY
DRIVE MORE CLICK THROUGH AND GREATER TRUST.
92% of social media users trust content
shared by people they know (vs 36%
for content in social ads).
TRUST
90% of internet users consider consumer
recommendations to be the most
credible form of advertising.
CREDIBILITY
WHAT EMPLOYEE ADVOCACY DOES FOR SALES, MARKETING & HR
LEVERAGES AND STREAMLINES EXISTING SOCIAL MEDIA ACTIVITIES.
MARKETING SALES HR
• Generates greater visibility for
paid content and other marketing
investments.
• Increases organic amplification
of content.
• Acquires a new source of traffic.
• Generate leads.
• Facilitates the appropriation of
relevant content for
prospection (social selling)
• Enables sales people to stay
informed on internal/external
activity.
• Simplifies social selling.
• Acquires a new channel for
showcasing the employer brand
• Share employee testimonials
through employees themselves
• Generate recruitment referrals
through employees.
EMPLOYEE ADVOCACY ADDRESSES THE INTERNAL DIGITAL TRANSFORMATION NECESSARY TO SERVE THE DIGITAL CUSTOMER OF TODAY.
EXTERNALLY, COMPANIES AIM TO:
Create a 360 digital experience experience to address client journey evolutions.
Transition into digitized ways of collaborating.
Provide more relevant information to their employees in, real time, to better serve customers.
Continue to expand social media activity.
INTERNALLY, HOWEVER
Continue to employ a « siloed approach » to digital and social media communications.
Launch internal communication tools and enterprise social networks that no one uses.
Embrace decentralized communication habits that reach only certain people…or they just use email.
Fear employees using social media, even though some do already.
Sources: Kite Desk , A Sales Guy Consulting, Aberdeen Group , Gawker, biznology
AN EMPLOYEE ADVOCACY PLATFORM CAN
STREAMLINE COMMUNICATION, PROVIDE
CONTROL FOR THE ENTERPRISE WHILE
ENABLING & ENCOURAGING EMPLOYEE
DIGITIZATION.
EMPLOYEES ARE READY TO BE DIGITIZED…BUT THEY ARE INHIBITED.
EMPLOYEE DIGITAL BEHAVIORS
Are on social media and have at least 200 connections per network.
Have an average of 23 applications on their smartphones.
Check mobile devices regulary in order to be better informed.
Begin to combine digital with offline and professional and private.
BARRIERS TO ENTERPRISE DIGITIZATION
Do not understand the interest in adopting new tools such as enteprise social networks, or do not see the benefits in using them.
Do not have clear messaging from management about social media use.
Rely mainly on email to receive company information, with low engagement rates.
Fear being sanctioned by management for using social media.
Sources: Kite Desk , A Sales Guy Consulting, Aberdeen Group , Gawker, biznology
AN EMPLOYEE ADVOCACY PLATFORM CAN
ELEVIATE THE BARRIERS OF FEAR AND
COMPLIANCE, AND PROVIDE CLEAR
GUIDELINES AND INCENTIVES ON SOCIAL
MEDIA USE.
THE EMPLOYEE ADVOCACY EXPERIENCE
AGGREGATE, CURATE, MODERATE ONE SIMPLE INTERFACE
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UGC Corporate / brand
content
Competitor / prospect
insights
Thought leadership
Internal insights
Vertical-focused
• SharePoint integration available
• Available as a mobile application
CURATE, MODERATE, & PERSONALIZE CONTENT. Facilitate the access to information, while remaining in control of your brand message.
Share: Content is strategically chosen and shared
based on objective; channels selected
based on audience.
AMPLIFICATION ON SOCIAL MEDIA TO CONNECTIONS
Share to contacts
Read
Contribute
Prospects & Clients
Job Candidates
Other Employees
EMPLOYEES ON SOCIABBLE
The heart of employee advocacy.
Social sellers use content
STREAMLINE COMMUNICATION, ENCOURAGE & INCENTIVIZE PARTICIPATION.
Trade contact information to
download white papers or
other content. Leads are sent
to CRM for nurturing.
See recruitment posts and
inquire about available
positions.
Retargeted by marketing
elsewhere online.
React to content (likes, re-shares,
follows, responses).
Access the ROI of your program with lead generation tracking, analyze data, adapt your strategy.
AUDIENCES ON SOCIAL NETWORKS
Apply Online
• Identify which users are generating the most web traffic.
• Identify which social sellers are driving the most clicks and lead gen.
• Identify the content driving the most engagement from users.
• Data insights on external amplification: reach and clicks on each social network.
• Data insights on internal reach: the total Sociabble actions and platform engagement.
MEASURE & ADAPT
CLOSE THE ROI LOOP, ANALYZE & ADAPT.
MICROSOFT CASE STUDY
Satya Nadella
881 000 followers
300 000 followers
What about the
112 689
Microsoftees ?
Stop looking for the next
shiny big thing and realize
employees who are
transparent, authentic,
personal and love working
for you should be social
advocates beyond the four
walls of your offices ASAP.
Geoffrey Colon,
Communications Designer at Microsoft
17 000 advocates & social sellers
40 countries
H
O
W
?
Clear objectives & KPIs
Governance
Onboarding
& Animation
Content
Enjoyable
Content
Mix Enterprise / Third Party
Global AND local
Organized AND flexible
Enjoyable
Easy to use
Available everywhere
Intuitive and fast
Gamified
Inclusive
Governance,
Onboarding & Animation
Clear governance
Key Corp and Local Stakeholders
Monthly calls
Best sharing practices cross subs
Clear objectives & KPIs
For Microsoft Equivalent Paid Media
Lead gen tracking
Social Selling booster
For the Microsoftee Personal Performance Dashboard
Expertise & Thought Leadership positioning
Obj : Advocacy A – Increase Awareness
B – Empower all employees
Obj : Social Selling A - Listen : Microsoft Social Engagement
Obj : Social Selling B – Talk, Engage, value expertise : Sociabble
Obj : Social Selling C- Contact : LinkedIn Sales Navigator
THE FUTURE
OF SOCIAL MEDIA BUSINESS IS NOW.
ARE YOU READY?