Social’Media’&’ Employee’Advocacy - Implementation ·...

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Social Media & Employee Advocacy

By Bhavin Tripathi


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


Marketing Focus Areas

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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


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.


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


Audience Segmentation on Social Media

18 - 25 25 - 34 34 - 44 44+

Snap Instagram Twitter Facebook


Social Initiatives “Effort – Impact” Analysis

Impact

EffortLow High

Low

High


Competitive Analysis - MainePointe

ü 1-2 posts a day

ü Industry updates, company updates


Proudfoot

ü 2-3 posts a day

ü General articles, company updates


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/


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


Content Layout


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What isEmployee Advocacy?


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


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


Linkedin Post Sharing - An Example of Advocacy


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


How to Retweet 24


Employee Advocacy Platform 25


Asana - Social Media Advocacy Board 26


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Q & A

Social’Media’&’ Employee’Advocacy - Implementation ·...

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