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How to Increase Your Content
Reach and Engagement
Through
Employee Advocacy
Maximize Your Content Marketing Impact
by Empowering Employees to Share
Tuesday, September 13, 2016
11:00am PT | 2:00pm ET
LinkedIn
Elevate
2
Today's speakers
Katie Levinson
Product Marketing Manager,
LinkedIn
Daryl Drabinsky
Senior Digital Communications
Manager, DLA Piper
Alex Rynne
Associate Content Marketing
Manager, LinkedIn
3
How employee advocacy maximizes your marketing goals
How to launch your own program
Best practices from DLA Piper and LinkedIn
How LinkedIn Elevate can help you succeed
Q&A
Agenda
4
We’ve been seeing more and more
companies and brands becoming
interested in having authentic
conversations. But the biggest change
we’ve seen is the thirst for the how.
“
Mark Burgess
President and Founder, Blue Focus Marketing
and author of The Social Employee
5
What’s employee advocacy?
Empowering your employees to share content
with their own social networks
Employees build thought leadership and their
professional reputations
Companies extend their reach and engagement, and
connect more authentically with their audiences
6
90% of brands are already pursuing or have
plans to pursue employee advocacy
Early pilots, testing 38
%
Leadership support for broad-based employee advocacy 26
%
Employee advocacy is strategic, with strategic impact 16
%
Trained employees in just a few departments 11
%
No plans 7%
Employees not allowed to advocate 3%
“What best represents the state of employee advocacy at your company?”
7
Companies with a formal program grow
faster
than those without one
Firms with formal
employee advocacy
programs grow faster
Other firms
> 20% revenue growth
8
Employee advocacy extends your reach
Your employees have
10x more connections
than your company
has followers
9
Employee advocacy drives higher CTR
Employees drive 2x higher
click-through rates compared
to company shares of
the same content
10
Employee advocacy increases engagement
While on average only 3% of employees share
company-related content, they drive a 30%
increase in the engagement with that company
content
Employee
engagement
Total engagement
Like, click, comment, re-share
11
Ready to launch
12
Set your program goals and content strategy
STEP 1
PROGRAM GOALS
Reach and engage
more of your target
audience
Increase brand
awareness and
followers
Drive leads
for sales
CONTENT STRATEGY
company-related
25%75%
non-company related
Select employees to participate
13
Look at current
content to
understand which
audiences it will
resonate with
Find your
current social
champions
STEP 2
14
Educate
employees: What’s
in it for them
Employees can build their
professional reputations and
visibility by sharing smart content
How to get them involved
Share key stats: Employees
who share regularly grow their
networks 4x faster and get 6x
more profile views
Hold “Social Media 101”
sessions
Help them build a strong
LinkedIn profile
STEP 3
15
Tips to rock your
LinkedIn profile
Upload a professional photo.
Profiles with photos receive a 40% higher InMail
response rate.
Write a descriptive headline.
After the photo, the headline is the first thing
people look at in a profile.
Include a summary and experience.
Employees should tell their story from the
perspective of someone trying to determine
whether or not they want to do business with the
company or respond to an InMail.
Personalize the LinkedIn web address.
By creating a URL that closely matches their
name, employees will be more easily found in
search
engine results.
Share updates prospects or customers
will find insightful, useful, or
provocative.
In addition to providing links to the articles,
employees should comment on what they share
without being too self-promotional.
1
2
3
4
5
16
Launch!
Get senior leadership involved
Use existing communications channels
STEP 4
17
Keep employees engaged
Regularly suggest content
Recognize top sharers
Refine content strategy
Enable employees to share on the go
STEP 5
18
Measure your results
What you should be measuring:
Traffic to your website, blog and other owned channels
Traffic sources through UTM codes
With the right tool, you can also measure:
Increase in company followers
Number of impressions
Engagement rate with your content
STEP 6
19
Senior Digital Communications
Manager, DLA Piper
Best Practices with
Daryl Drabinsky
20
Creating a new way to communicate in a
content-driven culture
21
Get employees on board with a structured
and strategic rollout plan
Select employees/departments
to roll out to in pilot program
Formal onboarding process
explaining how product works
Continual education as to
why sharing matters
Continual reinforcement in
internal communications
22
Be collaborative with other departments
While the program may start with marketing, other functions will
become interested and can help you get more people on board.
23
Create a cultural shift
Get employees comfortable with social media by:
Helping them understand what employee
advocacy is and how sharing content
represents them as professionals
Getting people to participate and share,
at their own baseline level
Showing them the impact on their
professional reputations such as profile
views
Highlighting the impact on their company
24
Continually
refine your
content
strategy
24
Keep a regular pulse on:
What’s resonating with employees
What’s resonating with employees’
networks
Measure your results
Employees are
sharing 6x more
frequently
Employees are
growing their networks
8x faster than before
more Company
Page views
than before
more Company
Page followers
than before
27
26
Associate Content Marketing
Manager, LinkedIn
Content Tips with
Alex Rynne
Certain types of content perform
better than others
Credible 3rd party
content on current trends
Links directly to landing
pages with form fills
Blog posts
28
Don’t make it all about you: The 4-1-1 rule
3rd party/curated
Owned/company-related
Promotional (i.e., lead gen)
For every 6 pieces of content you share with employees:
29
Ensure that your content looks engaging
1
2
3
Image
Headline
Intro text
30
t tt
Why Breaking the Rules
is Good for Business
The George Costanza
Approach to Content
Marketing
240,555
Reach
2,145
Total engagements
653,302
Reach
1,672
Total engagements
230,226
Reach
1,665
Total engagements
The Sophisticated
Marketer's Podcast: B2B
Marketing and Sales
Trends with Justin Gray
and Craig Rosenberg
31
Introducing LinkedIn Elevate
32
LinkedIn Elevate makes it easy for you to
distribute content to employees and to measure
your results
How Elevate works
Curate
Share
Measure
33
Customers using Elevate are seeing great
results
Employees share 5x more than
before, resulting in:
more Company Page views
more Company Page followers
average engagement rate
34
How to get started with employee advocacy
1 Start with the basics
2 Emphasize the value to employees
3 Make it easy by regularly suggesting content
4 Recognize and reward participation
35
Q&A

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Live Webinar: How to Increase Your Content Reach and Engagement Through Employee Advocacy

  • 1. How to Increase Your Content Reach and Engagement Through Employee Advocacy Maximize Your Content Marketing Impact by Empowering Employees to Share Tuesday, September 13, 2016 11:00am PT | 2:00pm ET LinkedIn Elevate
  • 2. 2 Today's speakers Katie Levinson Product Marketing Manager, LinkedIn Daryl Drabinsky Senior Digital Communications Manager, DLA Piper Alex Rynne Associate Content Marketing Manager, LinkedIn
  • 3. 3 How employee advocacy maximizes your marketing goals How to launch your own program Best practices from DLA Piper and LinkedIn How LinkedIn Elevate can help you succeed Q&A Agenda
  • 4. 4 We’ve been seeing more and more companies and brands becoming interested in having authentic conversations. But the biggest change we’ve seen is the thirst for the how. “ Mark Burgess President and Founder, Blue Focus Marketing and author of The Social Employee
  • 5. 5 What’s employee advocacy? Empowering your employees to share content with their own social networks Employees build thought leadership and their professional reputations Companies extend their reach and engagement, and connect more authentically with their audiences
  • 6. 6 90% of brands are already pursuing or have plans to pursue employee advocacy Early pilots, testing 38 % Leadership support for broad-based employee advocacy 26 % Employee advocacy is strategic, with strategic impact 16 % Trained employees in just a few departments 11 % No plans 7% Employees not allowed to advocate 3% “What best represents the state of employee advocacy at your company?”
  • 7. 7 Companies with a formal program grow faster than those without one Firms with formal employee advocacy programs grow faster Other firms > 20% revenue growth
  • 8. 8 Employee advocacy extends your reach Your employees have 10x more connections than your company has followers
  • 9. 9 Employee advocacy drives higher CTR Employees drive 2x higher click-through rates compared to company shares of the same content
  • 10. 10 Employee advocacy increases engagement While on average only 3% of employees share company-related content, they drive a 30% increase in the engagement with that company content Employee engagement Total engagement Like, click, comment, re-share
  • 12. 12 Set your program goals and content strategy STEP 1 PROGRAM GOALS Reach and engage more of your target audience Increase brand awareness and followers Drive leads for sales CONTENT STRATEGY company-related 25%75% non-company related
  • 13. Select employees to participate 13 Look at current content to understand which audiences it will resonate with Find your current social champions STEP 2
  • 14. 14 Educate employees: What’s in it for them Employees can build their professional reputations and visibility by sharing smart content How to get them involved Share key stats: Employees who share regularly grow their networks 4x faster and get 6x more profile views Hold “Social Media 101” sessions Help them build a strong LinkedIn profile STEP 3
  • 15. 15 Tips to rock your LinkedIn profile Upload a professional photo. Profiles with photos receive a 40% higher InMail response rate. Write a descriptive headline. After the photo, the headline is the first thing people look at in a profile. Include a summary and experience. Employees should tell their story from the perspective of someone trying to determine whether or not they want to do business with the company or respond to an InMail. Personalize the LinkedIn web address. By creating a URL that closely matches their name, employees will be more easily found in search engine results. Share updates prospects or customers will find insightful, useful, or provocative. In addition to providing links to the articles, employees should comment on what they share without being too self-promotional. 1 2 3 4 5
  • 16. 16 Launch! Get senior leadership involved Use existing communications channels STEP 4
  • 17. 17 Keep employees engaged Regularly suggest content Recognize top sharers Refine content strategy Enable employees to share on the go STEP 5
  • 18. 18 Measure your results What you should be measuring: Traffic to your website, blog and other owned channels Traffic sources through UTM codes With the right tool, you can also measure: Increase in company followers Number of impressions Engagement rate with your content STEP 6
  • 19. 19 Senior Digital Communications Manager, DLA Piper Best Practices with Daryl Drabinsky
  • 20. 20 Creating a new way to communicate in a content-driven culture
  • 21. 21 Get employees on board with a structured and strategic rollout plan Select employees/departments to roll out to in pilot program Formal onboarding process explaining how product works Continual education as to why sharing matters Continual reinforcement in internal communications
  • 22. 22 Be collaborative with other departments While the program may start with marketing, other functions will become interested and can help you get more people on board.
  • 23. 23 Create a cultural shift Get employees comfortable with social media by: Helping them understand what employee advocacy is and how sharing content represents them as professionals Getting people to participate and share, at their own baseline level Showing them the impact on their professional reputations such as profile views Highlighting the impact on their company
  • 24. 24 Continually refine your content strategy 24 Keep a regular pulse on: What’s resonating with employees What’s resonating with employees’ networks
  • 25. Measure your results Employees are sharing 6x more frequently Employees are growing their networks 8x faster than before more Company Page views than before more Company Page followers than before 27
  • 26. 26 Associate Content Marketing Manager, LinkedIn Content Tips with Alex Rynne
  • 27. Certain types of content perform better than others Credible 3rd party content on current trends Links directly to landing pages with form fills Blog posts
  • 28. 28 Don’t make it all about you: The 4-1-1 rule 3rd party/curated Owned/company-related Promotional (i.e., lead gen) For every 6 pieces of content you share with employees:
  • 29. 29 Ensure that your content looks engaging 1 2 3 Image Headline Intro text
  • 30. 30 t tt Why Breaking the Rules is Good for Business The George Costanza Approach to Content Marketing 240,555 Reach 2,145 Total engagements 653,302 Reach 1,672 Total engagements 230,226 Reach 1,665 Total engagements The Sophisticated Marketer's Podcast: B2B Marketing and Sales Trends with Justin Gray and Craig Rosenberg
  • 32. 32 LinkedIn Elevate makes it easy for you to distribute content to employees and to measure your results How Elevate works Curate Share Measure
  • 33. 33 Customers using Elevate are seeing great results Employees share 5x more than before, resulting in: more Company Page views more Company Page followers average engagement rate
  • 34. 34 How to get started with employee advocacy 1 Start with the basics 2 Emphasize the value to employees 3 Make it easy by regularly suggesting content 4 Recognize and reward participation

Editor's Notes

  1. Hi everyone, thank you all for joining our employee advocacy webinar. My name is Katie Levinson, and I’m a product marketing manager on LinkedIn’s employee advocacy platform, Elevate. I’m excited to be here today to talk you about how empowering your employees to share content can meaningfully increase the reach and engagement you see with your content. With me today I also have Daryl Drabinsky, Sr Digital Comms manager at DLA Piper, who has been running her own employee advocacy program for the company for the past year. She’ll be walking you through some of her personal best practices of what it takes to have a successful EA program. We also have Alex Rynne, Assoc Content Marketing Manager here at LinkedIn. As part of her role, she manages the development and distribution of content, and she’ll be giving you her tips on how to engage employees with your content.
  2. We’ve got about an hour and a lot of great material to cover First, we’ll take a look at what employee advocacy is and some key trends Then we’ll talk about how employee advocacy maximizes your marketing goals Next, we’ll go through 6 simple steps to launching your own program Then as I mentioned we have Daryl and Alex here today to share best practices And finally we’ll give you a glimpse of a new product, Elevate, that helps companies do this successfully. We’ll leave about 10 minutes or so at the end to answer any questions
  3. Wanted to start off with a quote from Mark Burgess, who is a leading expert on social employees. Having authentic conversations with customers and prospects is nothing new - but HOW companies are going about doing so is what’s new. And that how is employee advocacy.
  4. Employee advocacy is quite simple: it’s all about tapping into the vast and highly relevant networks of your employees by making it easy for employees to share content with their social networks Your employees’ networks are huge -- and full of the prospects and customers you are trying to influence Even in today’s social media saavy society, not everyone is comfortable sharing What an employee advocacy program does it make it super easy/turnkey Employee advocacy has dual benefits For employees, it positions them as thought leaders and builds their professional reputations Companies are able to expand the reach and engagement with their content by tapping into their employees’ networks And not only that, the content lands in a more authentic way, since it’s coming from a trusted source in an audience’s network - someone they are personally connected to
  5. The secret of empowering employees to share content is out - an Altimeter survey from the first quarter of 2016 found that about 90% of brands are already pursuing or are have plans to pursue a formal employee advocacy program And there are many reasons why that’s so
  6. 1st, companies with formal programs are twice as likely to be high growth firms - meaning greater than 20% revenue growth year over year - than those who don’t have a formal program in place
  7. Part of that 20% revenue growth stems from the fact that employee advocacy naturally extends the reach of your content - and thus awareness for your company, brand and products On average, employees have about 10x the connections than a company has followers And these connections have personal, trusted relationships with your employees who are sharing content
  8. Which brings us to engagement - your audience is generally more interested in reading what their friends and colleagues have to say more than they’re interested in what your brand has to say Our LinkedIn data has found that employees drive double the click-through-rate with content they share versus that exact same content when it’s shared by a company This makes intuitive sense -- you're much more likely to click on something your friend or colleague posts than something a company posts
  9. We know from our analysis of the LI network that only about 3% of employees share company-related content today That can be because it’s difficult for them to find relevant company content to share, or because they just don’t know what is and isn’t okay to post to their networks Whatever the reasons, there are huge benefits to activating more employees on social media Those 3% of employees drive a 30% increase in engagement with that company content Just imagine the impact of getting 6% or 9% of employees sharing - you could see a 90% lift in engagement!
  10. So, now that we’ve covered off on the main benefits of employee advocacy, let’s switch gears and talk about how you can start a program of your own
  11. As with any program, the first thing you’ll want to do is set your goals and strategy As marketers, there are many different things we want to achieve with our content. And there’s no wrong goal to set You may want to simply just reach more people at a higher engagement rate than you have before Or you may want to put a specific number behind acquiring followers And for the B2B marketers, your primary goal could be to drive more leads for sales Whatever your goals might be, set them at the outset so you can track the success of your program Once your goals are set, it’s time to think about your content strategy Content is probably the most important aspect of employee advocacy to get right Without interesting content, your employees are not going to engage - and thus you miss opportunities to then engage with their networks So, while it may be tempting to put in all company-related content, it’s important to have a healthy mix of industry and thought leadership content to keep employees engaged We recommend no more than 25% of content that you share with employees be company-related You can source non-company related content through 3rd party publishers. We’ve found that sites like HBR.org, Forbes and LinkedIn perform well just as a few examples
  12. Next, you’ll need to decide who to invite to your program While it would be great to start with everyone, sometimes it’s best to start with a subset of employees A selection criteria that we have seen work well with our customers are to find employees who are already fairly active on social These social employees can then become ambassadors for your program Another way to select employees is to have a look at your current content mix and think about which of your employees it will resonate with most Is it mostly engineering related? Sales related? About diversity? Understanding how your content may resonate with different groups of people will help set you up for success One final dimension to consider is your ultimate target audience, and think through which employees look most like them. Are you trying to reach IT professionals with your message? Well it’s likely that the IT professionals at your company are connected with a lot of other IT professionals (from school and past roles) so consider starting with them.
  13. Like I mentioned in the beginning, only 3% of employees currently share company-related content -- although many employees are generally active on social media If you’re looking to change employee behavior and convince them to share company-relevant content, it’s important to start with what it means for them We recommend having a formal education program in place designed to show employees how they can build their professional reputation by sharing smart content Step one is building a strong LinkedIn profile. Many employees may not even have this basic step, so it’s important to start here and emphasise the importance of having a strong digital presence. Step two is helping employees understand that they can be known as a thought leader and build their professional reputation and visibility by sharing smart content. Not surprisingly, employees who do this will see more engagement from their networks. We’ve found that employees who share regularly grow their networks 4x faster and get 6x more profile views than those who don’t For salespeople specifically, sharing quality content translates to success. Salespeople who share content regularly are 45% more likely to crush their quota There are many reasons why sharing content can benefit employees -- both long term and in their current day to day careers -- so make sure you let them know why sharing matters for them
  14. We’ve distilled the top 5 most important aspects of having a strong LinkedIn profile. When your employees have strong profiles, you help set them up for success in building their professional reputations. Run through the 5 tips
  15. So, you’ve set your goals and content strategy, and selected and education employees. It’s time to launch your program! During launch, make sure your senior leadership is involved and invested in the program This lends credibility in the eyes of employees, and makes them more likely to be active participants if a senior leader wants them involved, and is setting a good example by sharing him/herself Beyond exec support, it’s important to have a robust communications plan, with reminders, to maximize your impact Use whatever existing communication channels you have - email, intranet, internal collaboration tools, and even flyers around the building If you can only do a couple of these, We’ve found that regular emails and a large presence on intranet homepages tend to get good results
  16. Employee advocacy is not a set it and forget it type of program You have to continually be engaging employees to get the most out of it Here are some ways to ensure that your employees keep sharing regularly: 1st - make sure they have something to share! You need to be giving them fresh new content at least weekly so they stay engaged Recognition goes a long way. See who your most active sharers are, and highlight them in an email or newsletter Content is king - without the right content, your employees won’t share. So, regularly look at what is, and isn’t, resonating with your employees. Provide more articles that are similar to what they’re already sharing Today’s employees are pretty mobile, and not always working at their desks. Make it easy to share on the go by providing a way for employees to share via their phones
  17. And last but certainly not least, you’ll want to measure your results. Using UTM codes, you can track things like traffic to your website, blog and other owned channels, and get a sense for which specific content is driving what traffic If you’re interested in going even deeper with your measurement to see how your employee sharing is impacting business-level metrics, there are solutions like LinkedIn Elevate that can help you do this. And now I’d like to hand it over to Daryl, who will take you through some of her learnings on employee advocacy at DLA Piper
  18. Intro: Name, Role, little background on DLA Piper
  19. Motivations to get started with employee advocacy initially Had had success at previous company and knew the results it could drive Content-driven culture at DLA. Know that content shared by individuals is more trusted and engaging than content shared by a company sales -- lawyers -- how traditional marketing doesn't work and that it's a very relationship driven sale, the network matters, etc Also wanted way to track metrics, so looked for a formal solution that would allow us to do so Employee advocacy/Elevate would allow us to track usage/share rates of employees, engagements, and the impact on our brand through increased followers Lastly, always looking for creative new ways to communicate and stay cutting edge Knew this would make us stand out in the legal world
  20. Put in place a comprehensive rollout plan Education was the most important component Every time a new employee comes on board we take them through an education program Daryl - are you comfortable giving some detail around this? We started out with a smaller pilot program Had fantastic results and made it easy to make the case to expand more broadly within the organization
  21. VO: Saw a lot of success with Elevate, so other departments wanted to get involved Other departments such as those focused on diversity, HR, BD teams have a pulse on what’s going on within the organization in other ways than marketing does Helps with content creation and curation, and gives us more variety to share with employees. We also train those other departments so they get the most out of the platform
  22. As part of our education plan, we focused on getting employees comfortable with social media Understand what employee advocacy is and why building their reputations is important Actually showing them the impact of their sharing Through Elevate - increased profile views and connection growth Had employees who never shared before, but because it was so easy to do and then they saw their results they loved it and continued to share Also shared how this was impacting DLA One of the biggest success stories was LMA Award we received for our employee advocacy program - and couldn’t have done it without our engaged employees
  23. One reason we chose LinkedIn Elevate because it allows you to see demographic data. Let’s us know which industries/audiences are engaging most with our content Allows us to refine what we share to try to hit more of our target audience
  24. Have seen a lot of success with employee advocacy Employees sharing 6x more Easy to use Reputation metrics make it addictive Daryl - any anecdotes/quotes from employees? Daryl - any anecdotal data on new business this has helped to attract? Other successes you want to highlight? Katie VO: Thanks Daryl, for sharing your experience with us. That was very insightful. Now I’ll hand it over to Alex for content tips and tricks
  25. Introduction, role at LinkedIn, how long have been involved with EA/Elevate (i..e what makes you an expert on content)
  26. Content we’ve seen perform well at LinkedIn are blog posts, 3rd party content on current trends Lead gen content has also performed well Alex - can you provide some color as to what you do to make this engaging?
  27. As mentioned before, don’t want all your content to be about your company We follow the 4-1-1 rule For every 6 pieces of content, 4 should be 3rd party/curated, 1 should be owned/company content, and 1 should be promotional (lead gen)
  28. As a content marketing engine, we have best practices for catching the attention of employees and motivating them to share. Rules for a high-quality broadcast image: • Look for crisp, clear imagery with brighter colors and unexpected visuals. • Avoid using stock images or too many headshots. Rules for a compelling headline: • Keep the headline short - under 60 characters. Start with a question or quote to hook the reader and use"You" to speak to your audience • Successful posts provide clear value and are oriented towards helping professionals be more productive and successful through: • Advice• Education• Interesting Facts• Make it attention-grabbing.
  29. Use tracking codes to understand traffic and understand content performance Alex: some insights around these posts and why they performed so well Now turn it back over to Katie for some information on LinkedIn’s employee advocacy solution Does alex have any anecdotes on how Elevate has increased traffic to blog, webinars, leads etc? That would be amazing
  30. Thanks, Alex. We’ve touched on LinkedIn Elevate throughout the presentation. I want to provide just a little color to what it does to simplify advocacy and drive results for organizations.
  31. What Elevate does is allow you to easily curate content that you then broadcast to your employees through the platform Employees can then share to LinkedIn, Twitter and Facebook Then, both you as a company and your employees can see the impact of the shares Such as engagements, reach, profile views
  32. On average, we find that employees who have Elevate share 5x more than they did before.  And in many cases, we’re teaching people to share regularly who didn’t know how to before. In fact, 50% of our users shared nothing in the 90 days prior to using Elevate. Our customers are seeing great results because Elevate is designed to do a few things very well: Drive employee activation and engagement -- we help companies start with the right employees and make this something employees want to do regularly Maximize content engagement with data-driven recommendations -- Elevate uses the power and data of the LinkedIn network to help make companies more successful Deliver full funnel business impact and audience performance  -- Again our access to the LinkedIn network allows us to help companies see very granular data around their performance and impact
  33. Before we open it up for questions want to leave you with a few pieces of advice for getting started successfully: Start with the basics. Most employees are not social professionals. It’s important to start with why social matters and the value of having a professional brand. Critically important to emphasize why sharing content benefits an employee. IF you want to expand beyond your passionate advocates it’s important to explain how this helps them build their reputation and grow their network Third is to make it easy. Most employees aren’t social media professionals and thus don’t have the time to find quality content on a regular basis. To the extent that you can make this turnkey for them, do Finally — recognize and reward participation. Highlighting stories of employees who are doing this well and seeing benefits as well as getting executives to recognize and celebrate this type of behavior is key. Employees have a lot competition for their attention so making sure to reinforce the benefits to them and to their organization is important.