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How to Measure the Impact of Employee Advocacy

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How to Measure the Impact of Employee Advocacy

  1. 1. How to Measure the Impact of Employee Advocacy Presented By: Bradley Yeater – Marketing Manager, GaggleAMP Amelia Ibarra - Demand Generation & Customer Marketing Manager, BrightFunnel
  2. 2. What is Employee Advocacy?
  3. 3. How is it being implemented? ● Marketing ● Sales ● Public Relations ● Human Resources
  4. 4. Stop # 1: Develop an internal social media training. Go over the basics, the not-so basics and highlight the importance of internal, employee advocacy. Stop # 2: Encourage employees to get involved. Keep them motivated with regular lunch & learns or a swag program. Stop # 3: Set your goals for marketing, sales, PR or Human resources. Develop a list of actions & activities to roll out company wide using a platform like GaggleAMP Roadmap for Adoption:•
  5. 5. When it comes to an internal training, go over topics like tone of voice for company-related posts, how to mix in social selling and ways for employees to develop their own brand while elevating the company as a whole. Consider creating an internal social media policy with clear & concise guidelines. Using a rewards program with company swag is a great way to keep internal employees motivated, while still having the end goal of elevating the brand! Internal Adoption Tips
  6. 6. Start with outcomes in mind
  7. 7. Different Types of Goals: What is your end goal? ● Brand awareness ● Event promotions ● Downloads ● Audience Growth How does this align with the rest of your marketing goals?
  8. 8. Map Your Goals to Activities + Actions Goal: Activities: Trackable Actions: Brand Awareness (Internal) Have employees follow company leaders (External) Employees RT or Share on social a company blog post w/ their own comments Use UTMs to see how many people shared the blog post and track the pageviews Event Promotions Have employees share photos of themselves or do a live stream during the event Use a hashtag to keep track of how many photos and likes or views were accumulated Downloads (content exposure) Give employees a unique url to share gated content Track the number of downloads that were the result!
  9. 9. Tracking Tactics
  10. 10. Marketing Tracking Step # 1: Use UTMS ● UTM stands for Urchin Tracking Module ● 5ys ago Google purchased Urchin and rebranded it Google Analytics ● A UTM tag is a tracking marker appended to a URL ● https://ga-dev- tools.appspot.com/campaign-url- builder/
  11. 11. Marketing Tracking Using Google Analytics + UTMs
  12. 12. Set Up Your Tracking Decide on a UTM naming convention before you start.
  13. 13. Marketing Tracking Step # 2: Connect to MAP ● Have your Marketo forms listen for each UTM field so that it captures all the information
  14. 14. Marketing Tracking Make sure your marketo program is listening for an element of your UTM string by using the “querystring” field.
  15. 15. Marketing Tracking Check your conversions ● Create a program in Marketo to see how many people came from your unique URL ● Sync your marketo program to Salesforce ● Use a multi-touch attribution tool like BrightFunnel to see its impact on pipeline & revenue!
  16. 16. Marketing Tracking Factor in Costs & Savings CPL Cost of Employee Advocacy Solution/Leads Driven by Employees = Cost Per Lead from Employees Ex: $1,000/14 = $72.14 Advertising Cost Offset Employee Generated Clicks x Average Cost Per Click - Cost of Employee Advocacy Solution = Amount Saved on Ads Ex: 23,839 clicks x $1.84 - $1,000 = $42,863.76
  17. 17. Sales Metrics Social Leads Mechanism to tag leads from social interactions Employee Generated Deals UTM Parameters to track closed deals that originated from employee sharing
  18. 18. PR Metrics Share of Voice Compare Reach & Impressions over time > Use Google Analytics or native social media network analytics Measure growth as new advocates are added Influencer Outreach Journalists, Analysts and Influencers engaged > Tip: Engage an influencer by having your company RT or share something they’ve posted
  19. 19. Human Resources Metrics Recruiting Applicants driven by employee sharing Engagement Percentage of Company involved in program Internal traffic to company resources & news
  20. 20. What matters most?
  21. 21. Best Practices for Employee Advocacy
  22. 22. Best Practices ● Get executive buy-in early. Make sure they are a part of the program so they experience the benefits firsthand. ● Make sure your program is voluntary. Don’t force participation or track individual employee activity ● Content segmentation and variety is key. Make sure employees get relevant content for their audience from both internal and external sources
  23. 23. Best Practices ● Rewards programs are great! Get creative with your company swag and give out items like socks, gym bags, jackets ● Create internal champions for each department that can help rally your employees ● Make it super easy for employees to participate, use an advocacy platform like GaggleAMP, which comes with a handy app!
  24. 24. Thank you! Bradley Yeater Marketing Manager Amelia Ibarra Demand Generation & Customer Marketing Manager

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