This document describes an employee advocacy platform called EveryoneSocial. It notes that corporate media is less trusted, social media advertising costs are rising, and employee advocacy is growing in importance. Employee advocacy is effective because employees have many social connections and 92% of people trust recommendations from people they know. The platform provides curated content for employees to share, allows companies to automate content curation, and gives visibility into employee sharing and engagement. It benefits both companies through organized sharing and visibility, and employees through appropriate content and establishing thought leadership.
2. Who is Kevin Stewart
I have been in Enterprise Software sales for
just over 10 years
Focused on online marketing solutions
(specifically social) for the last 6 years.
I am a UT local – Have 3 little girls that keep
me busy.
3. The Problem
People have stopped believing in corporate
media (CTR’s continue to decline)
Cost of social ads continues to climb
Need better, more creative and authentic
ways to reach prospects
Recognize the need to drive earn media and
yet have no way to get it.
4. FB Organic Reach VS Stock Price
Source http://www.convinceandconvert.com/
5. Why Employee Advocacy is Growing
The average employee has 1000’s of connections,
give them en opportunity to be a brand advocate.
84% B2B purchasers said word-of-mouth
recommendations influence their purchase decisions.
(DemandGen)
92% of people trust earned media while only 14% trust ads.
(Nielson)
50% of B2B buyers say social has a significant role in their
purchasing decision. (Demand Gen Report)
60% of B2B purchasing decisions made prior to engaging. (Corp
Exec Board)
8. Sales correlate with the total
number of people who advocate
for a brand -- across industries.• On average, 53% of changes in
online and offline sales can be
attributed to changes in the
number of people advocating for
a brand online
• Not the number of online
messages or posts about a brand
Monthly Change in Online Promoters v. Monthly
Change in Sales
Monthly Change in Total Online Promoters
MonthlyChangeinSales
Sources:
9. Traffic from employee-owned
social media converts at a
significantly higher rate.
Source: Susan Emerick, “IBM Select Social Eminence Program, 3Q 2012 Measurement Framework Pilot”. September 2012.
Conversion Rate by Traffic Source
IBM - 2012
> 2x Conversion Rate
ConversionRate
10. Social Media is Changing
It is no longer enough to acquire fans and follower… you have to keep them
Engaging content - key to success (branded or curated 3rd
party content)
• Gary Vaynercuk – “Jab, Jab, Jab, Right Hook”
• You have to be willing to give, give give, then ask
• “If you are only throwing right hooks, people will duck”
Must have a commitment to listening, focus content on trending topics
• Context of the content is just as important as the actual content
• Be sure to customize content based on the social network
• Think about why the consumer is on the network to begin with
Social is not B2B or B2C – Focus on H2H
• If you care about other people, they will care about you
• Don’t Spam on Social, is your content something people want to see
• Utilize the power of your employees
• Most Employees want to share but they do not know social policy
11. Tips to Creating a Successful Program
Identify ambassadors
Roll out in manageable chunks
Know you will never get 100% of your employees to participate
Set goals
Align to company objectives and other marketing goals
Get Leadership Buy-In & Support
Train Your Employees
Train on social, why it’s good for them, how to use, social policies
Train on the EveryoneSocial tool (we’ll help)
Content is King
Make it interesting & educational and not only promotional
Lots of it
12. Company Benefits
Organized curated content for employee sharing, all in one spot
Ability to automate content curation, allow employees to curate too
A Social Seller’s dream
HR recruiting
SEO value
Visibility into:
• who shares
• what content they share
• clicks, engagement & EMV more
13. Employee Benefits
Appropriate content can be sourced for them
One place for content and sharing
Share via multiple channels in one place
Build their own brand and establish thought leadership
15. Industry Statistics
84% BtoB purchasers said Word of Mouth recommendations influence their purchase
decisions (DemandGen)
Companies with engaged employees outperform those without by up to 202% (Gallup)
92% of people trust recommendations from friends and family more than all other forms of
marketing (Nielson)
50% of BtoB buyers say Social has a significant role in their purchasing decision (2012
Demand Gen Report)
78% of sales people who utilize social outsell their peers (Social Media and Sales Quota
Report)
91% of buying cycles for BtoB begin online (Eloqua)
60% of B2B purchasing decisions made prior to engaging (Corp Exec Board)
53% of B2B buyers follow social discussions about vendors they are considering (Top Rank)