social’media’&’ employee’advocacy - implementation ·...
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Copyright ©2019 Implementation Engineers ● Proprietary and Confidential ● www.implementation.com ● +(1) 312 474 6184
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Social Media & Employee Advocacy
By Bhavin Tripathi
Copyright ©2019 Implementation Engineers ● Proprietary and Confidential ● www.implementation.com ● +(1) 312 474 61842
Branding
• Clear, Different, Positive, Meaningful to the audience• Does not need to change our what or how• Our "Why" supports our clients• Continuity on all messaging and representation(employee) etc
Digital Footprint & InfrastructureLinked In updated with current statusIE footprint (LinkedIn etc)Policies and procedures (pre employment through post)Website (Updated and enhanced functionalityTelephony for inbound/outbound call trackingEmail campaign software
Campaigns
Establish PresenceTarget and Focus(Develop and Leverage Customer Persona)Nurture established and past relationshipsIE full team involvement for contentContent that weaves a story not just 1 offs
Integrated Processes
Inside Sales, Outside Sales, Ops, Marketing IntegrationSupported processesRefinement-Data Driven
Starting Strategy for IE
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Marketing Focus Areas
3
IE Marketing
# 1User & Web Experience
# 2Digital
Marketing
# 3Lead
Generation
# 4Lead
NurturingSM
Integration
ü There are four main key areas to focus -User Experience, Digital Marketing, Lead Gen/Nurturing, and Sales/Mkt Integration
ü Goal is be to build marketing engine based on these key four areas
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4Marketing Activities We Undertake
SEO
Content
Email Marketing
Social Media
Website
Account Based Marketing
We undertake lot of marketing activities in order to generate leads.
Our focus is working on few marketing tactics but doing it amazingly well!
The goal is to create a scalable Lifecycle Marketing program.
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Marketing Persona Driven Targeting
Director/ManagerResearcher/Influencer
C-levelDecision Maker
Content Piece Type of Content Target Area Target Persona
Cost, Quality & Growth ThoughtLeadership A&D Approver / DecisionMaker
4 Steps to Asset Performance Excellence ebook A&D/Mining Influencer
Challenges in Aerospace & Defense Webinar A&D Researcher / Influencer
UG Gold Mine Changes improve productivity Case Studies Mining Approver / Decision Maker
VP – LevelApprover
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Audience Segmentation on Social Media
18 - 25 25 - 34 34 - 44 44+
Snap Instagram Twitter Facebook
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Social Initiatives “Effort – Impact” Analysis
Impact
EffortLow High
Low
High
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Competitive Analysis - MainePointe
ü 1-2 posts a day
ü Industry updates, company updates
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Proudfoot
ü 2-3 posts a day
ü General articles, company updates
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Goals of IE on Social Media
There are 3 main categories that will drive of social engagement:
Build IE brand and recognize us as experts
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Drive traffic to our
website
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Convert new leads
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Do more expansion & renewal work
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Get more M1
meetings
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Post & Share Post relevant and interesting blog articles to your social media outlets and share photos and video online from events
Answer & Engage Answer questions (either product-specific or about the industry as a whole) and engage with potential prospects
Listen & Respond Monitor and reply when appropriate to mentions of your business on various social media networks (blogs, comments, forums, Twitter, Facebook, etc.)
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Social Monitoring
What we are looking for
Industry keywords Performance excellence, operational excellence
Branded keywordsImplementation Engineers, IE
Competitive keywords Competitive keywords that others in our space are using
EngagementWhich keywords and content types are getting the most engagement
Newsjacking What is everyone talking about - like Boing recallhttps://www.seattletimes.com/business/boeing-aerospace/faa-follows-boeings-737-safety-alert-with-an-emergency-directive/
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Content Layout
Types of Content● General Articles
○ IE Blog/Other○ Interesting finds○ Industry Updates○ Company Updates
● How-Tos○ IE Blog○ Relatable content
● Lists○ IE Blog/Other○ Industry-related tips○ Companies/software
collaboration● Brand Specific
○ Testimonials○ Product release info○ Events/Webinars coming up
Ratio of ContentFrequency● 80% informational
○ 20% general articles○ 30% industry updates○ 30% lists
● 20% promotional○ 15% promoting
events/webinar signup○ 5% testimonials/case studies
● LinkedIn○ 3 times weekly
● Facebook○ 2 times weekly
● Twitter○ 1-2 times daily
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Content Layout
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What isEmployee Advocacy?
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What is Employee Advocacy? 15
Employee advocacy means employees are taking an active part in
spreading company’s message on Social Media and other channels.
It is a classic case of Network Effect as employees have an
extensive network of friends, followers, and connections. This helps
to improve the credibility and reach of the organization.
An employee advocate is someone who:
• Is a credible spokesperson for the company
Types of Employee Advocacy
Branded swag
Any time the employee wears the t-shirt, they are advocating on behalf of the company.
Social media
Since the average person spends over an hour per day on various social media platforms (Facebook, Twitter, Instagram), it’s the prime place to get more attention
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1. Broader Reach2. More Sales
Top Business Drivers for Employee Advocacy
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Benefits of Employee Advocacy
Amplifying content reach
Boosting engagement
Driving lead generation
More expansion/renewal work
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Social Reach - The Network Effect
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Linkedin Post Sharing - An Example of Advocacy
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Linkedin Impressions & SharesLinkedIn Leaderboard
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Download App/Login
Create a Account
Update Profile
say somewhere that you work
for IE
Follow the page
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Getting Started
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Create a list here Make your list public or private
Subscribe to list
Twitter Lists
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Find the twitter handle by typingThis will be a somewhat one-on-one tweet between you
Ensures that everyone sees the tweet
Twitter Best Practices
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How to Retweet 24
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Employee Advocacy Platform 25
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Asana - Social Media Advocacy Board 26
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Q & A