Webinar-2: Rise of an Employee Marketer: Empowering Your Employees to be Brand Advocates
Transcript of Webinar-2: Rise of an Employee Marketer: Empowering Your Employees to be Brand Advocates
Featured WebinarDate: 13th July 2016 3:00 PM – 4:00 PM IST
Dr. Venkatesh RamanHead of Product Marketing, SOCXO
OUR SPEAKER
He is a competent technology marketing professional with hands-on experience in human capital management (HCM), marketing communication, community engagement, social media, content and product marketing across IT, Automotive & Pharmaceutical verticals. He is extremely passionate and knowledgeable about emerging technologies in Marketing and HR. An experienced advocacy marketer and avid blogger on emerging technologies in HR and Marketing domain.
TABLE OF CONTENTS
1. What is employee advocacy?2. Why employee advocacy a Big opportunity now?
3. Employee Advocacy path to success 4. Illustration of employee advocacy5. Benefits
7. Gamification8. Q&A
6. Metrics
WHAT IS EMPLOYEE ADVOCACY?
Enabling and empowering employees to:
Trust is essential for business, and clients are far more likely to trust the word of employees than statements made by CEOs.
Share their brand marketing messages across social channelsSpread a positive word of mouth recommendation about your brand onlineTransform into trusted brand advocates
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WHY EMPLOYEE ADVOCACY A BIG
OPPORTUNITY NOW?
The five trends shaping the future of workThe world of work is changing rapidly today due to proliferation of digital technologies
THE MILLENNIAL WORKFORCENew attitudes, expectations and ways of working
TECHNOLOGIESShift to the cloudCollaborative technologiesBig dataThe internet of things
GLOBALIZATIONNo boundaries
MOBILITYWork anytime, anywhere and on any device
NEW BEHAVIORSShaped by social media and the web
1
42
5
3
Source: ©Jacob Morgan (thefutureorganization.com) & the FOW Community
1%saw increased brand visibility
65%saw improved brand recognition
7%had better brand loyalty
Source: Hinge Research Institute and Social Media Today
88% use at least one social media site for personal use
39 % have shared
praise or positive
comments
online about their
employer
50% post messages, pictures or videos in social media about their employer from time to time33% post messages, pictures or videos about employer in social media often or from time to time without any encouragement from their employer
14% have posted
something about
employer in social media that
they wish they hadn’t
Source: Weber Shandwick
16% have shared criticism or negative comments online about employer
Customers referred by advocates have a 37% higher retention rate(Source: Deloitte)84% of consumers’ value
recommendations from friends
and family above all forms of
advertising – and additionally,
77% of consumers are likely to
make a purchase after hearing
about it from someone they
trust.(Source: Nielsen Research)
More than 65% of
candidates tend to
consider an opportunity
for a new job role if they
happened to come
across such information
from existing employees
on social media
channels (Source: Monster) An employee advocate is 2x more trusted than a CEO
(Source: Edelman Trust Barometer 2014)
Employees of socially engaged companies are..
more likely to align social
media engagement to
more sales leads
more likely to stay at their
company
more likely to feel optimistic
about their company’s
future
more likely to believe their company is
more competitive
57% 20% 40% 27%
Source: Altimeter & LinkedIn Relationship Economics 2014
No surprise!!!
New generation of employees feels more empowered
Rise of multigenerational workforce World of work is changing
Social media is the force behind this opportunity
Humanizing your
brand.
We trust people more than brands.
Engaged and happy
employees can be
your biggest
brand advocates.
An employee
advocacy platform
can generate tons
of positive recommendation
for your brand via
social media.
ENGAGED EMPLOYEES ARE YOUR SECRET DIGITAL PR WEAPON
EMPLOYEES BECOME BRAND ADVOCATES
EMPLOYEE ADVOCACY PATH TO SUCCESS
CURATION
APPROVAL
EMPLOYEES
CUSTOMERS
PARTNERS
Curate Share & Amplify
Drive Thought Leadership
Measure &
Reward
BRAND CONTENT
ILLUSTRATION OF EMPLOYEE ADVOCACY
BENEFITS
Benefits advocates receive from employee advocacyExpanded professional networkKeep up with industry trendsAttract and develop new businessOpportunities for professional partnershipDevelop skills in high demandMore opportunities for referralsDifferentiation from peersRecognized as a thought leaderAccess to more job opportunitiesGenerate new revenue streamsDiscover new career paths
87.2%76%
50.4%48.6
%47.2%45.7%45.7
%44%37.8%26.4
%25.7%Source: Hinge Research Institute and Social Media Today
Employee advocates
Become a thought leader and industry expertBuild your online reputation
Create a digital impact
Learn to share and amplify
Grow your social influence
Digital organization
Increase company growth and profits
Build your employer branding
Improve digital share of voice
Reach targeted audience
Build real-time engagement of customers, employees and partners
Benefits firms receive from employee advocacyIncreased VisibilityIncreased brand recognitionIncreased inbound web traffic
Better search engine rankingsCustomers become advocates
Improved customer serviceDecreased marketing costsHigher conversion ratesShortens the sales cycleWe haven’t scene any benefits yet
79.1%65%
44.9%
32.4%29.7
%20%
17.1%12.6
%11.2%3.5%
Source: Hinge Research Institute and Social Media Today
Increased content downloads 24.6%
Improved brand loyalty 33.7%
Advocacy benefits entire organization (lob)
SALES
MARKETING
HUMAN RESOURCES
CORPORATE COMMUNICATION
Boosts social selling to improveclose rate
Increases brand awareness and social engagement to drive more leads
Increases employee engagementto boost productivity
Drives thought leadership to nurture company’s branding and performance
METRICS
How do you measure the success of employee
advocacy program?
Leads Generated
Website Traffic Brand
ReachContent Engagement Social
Leads
Thought leadership
Hiring Cost
Social Engagement
Employee Retention
Mentions
Clicks
Employee Engageme
nt
Social recruiting
Search engine
Rankings
Impressions
GAMIFICATION
GAMIFY YOUR ADVOCACY PROGRAMS TO INCENTIVIZE SHARING AND LONG-TERM ENGAGEMENT
COUPONS, PRIZES OR GIFT VOUCHERS AND LOT MORE
“Most people, when given the
opportunity, will advocate for their brands, when they
feel good about where they work.”
Advologues
In fact, many of the employee engagement initiatives you already have in place to help your employees “feel good about where they work” could provide fodder for employee advocacy.
Sarah GoodallFounder of Tribal Impact
Ted Rubin, Author of Returnon Relationship
“Content is the beating heart of any employee
advocacy program
Relevant, Timely and Purposeful
content”
“The age of social media has changed how
we’ve gone about recruiting talent. We don’t own employer
brand. It’s owned by the perception of an
internal and external audience.”
Carrie Corbin Employer Brand & Diversity Recruiting at American Airlines
Q&A
www.socxo.com
Reach out to SOCXO team to learn how you can achieve the real benefits of running an advocacy marketing program for your business.
www.linkedin.com/company/socxotwitter.com/socxowww.youtube.com/user/SocialCXO
SOCXO Academy of Advocacy Marketing https://www.socxo.com/academy-of-advocacy-marketing/
Request a Demohttps://www.socxo.com/request-a-demo/