employee advocacy - the next step in digital transformation
TRANSCRIPT
EMPLOYEE ADVOCACYTHE NEXT STEP IN SOCIAL MEDIA BUSINESS AND DIGITAL TRANSFORMATION
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
CASE STUDY
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MICROSOFT LAUNCHES SOCIABBLE GLOBALLY FOR 17 000 EMPLOYEESTHE CHALLENGE• Provide easy access to relevant content for all company departments • Amplify the reach of content on social media• Launch company-wide employee advocacy that addresses regional needs
THE SOLUTION• A pilot launched in selected countries, to identify global and regional needs, was
followed by a global launch in 40 countries, engaging 17 000 employees• Content is aggregated from company social media streams, curated RSS
feeds and the accounts of MS executives• Microsoft has 20 standardized channels, with a mixture of global and
localized content
“We estimate that if 10 000 Microsoft employees use Sociabble, it will generate
between 350 and 500 million potential impressions per year, with an estimated
equivalent advertising value of between 5 and 10 million dollars.”
Sébastien ImbertDirector of Digital Marketing, Microsoft France
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SAGE LAUNCHES SOCIABBLE FOR 13 000 EMPLOYEES IN A SINGLE DAYTHE CHALLENGE• Become a truly social company and empower employees to share their
expertise• Engage the entire organization on social media, with no exceptions• Integrate an employee advocacy platform with Salesforce and ChatterTHE SOLUTION• Sociabble was launched globally during a company-wide social media event:
#SociableDay• The launch event engaged 13 000 employees in 23 countries, generating 3.5
million impressions• Sociabble is fully integrated into and accessed via Salesforce• Sage has reached over 100 000 unique users on LinkedIn and Twitter thanks
to sharing activity on Sociabble
“It was a no brainer that the social advocacy platform we would use would be
integrated in Chatter. This is where Sociabble came up as the perfect
solution.”
Xavier MontyHead of Social Media, Sage
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,THE WAY BUSINESS IS DONE IS CHANGING, IT INVOLVES SOCIAL MEDIA, AND IT’S IRRESPECTIVE OF INDUSTRY.
• presence, through official social media pages
• dedicated social media teams• paid media investments• content marketing & digital
media investments• employer branding &
recruitment• people research &prospection
• boost organic reach despite social media networks barriers
• complement paid media campaigns
• boost visibility for content• facilitate prospect/sales &
recruiter/ candidate contact and engagement
• address changes in communication styles
• usher in digital transformation
• communication between persons and brands
• how purchasing decisions and the way people buy
• how opinion are built• search for opportunities such
as employment• individuals and companies
present themselves to the world
Ways Social Media has impacted business
Current uses of Social Media in Companies
Employee Advocacy as a Natural Progression
THE FUTURE OF SOCIAL MEDIA BUSINESS IS NOW.
CONTACT US TO LEARN MORE• Case studies• Deployment guides• Employee advocacy in digital transformation