Employees are your #1 untapped marketing asset! Studies show that content shared by employees on social media receive 8x more engagement compared to those shared on brand channels.
In this FREE webinar, you will learn how to leverage your workforce to amplify your marketing, improve employer branding, and supercharge your online selling efforts.
We will also be presenting results of a comprehensive study in the Philippines on "Social Media Marketing through the Workforce". In this study, you will learn how Philippines companies leverage their workforce and social media marketing to their advantage.
To get a copy of the study, visit: https://www.xiklab.com/socialmedia-marketing-through-the-workforce/
1. Tapping into the hidden power of Employee Advocacy
NOVEMBER 25, 10:00 AM - 11:30 AM
Speakers Moderator
Brought to you by:
Arthur
Policarpio
Jeremy
Obial
Bingo
Soriano
2. Arthur Policarpio
Group CEO - Xiklab Group
Arthur is the co-founder and CEO of Xiklab Digital
(www.xiklab.com), one of the Philippines’ largest
independent digital marketing companies with more
than 70 full-time digital specialists. He is a sought-after
speaker across APAC in digital marketing, and has
spoken in various industry events such as: Festival of
Media in Singapore, AdTech ASEAN, Spikes Asia in
Singapore, and more. He is the Co-Founder of the Internet
and Mobile Marketing Association of the Philippines
(IMMAP), where he served as Founding Vice President in
2007 and 2008, and President in 2009.
3. HOW TO TURN YOUR
EMPLOYEES INTO
BRAND ADVOCATES
4. TALK OUTLINE
1. Why employees are your #1 untapped Resource
2. Employee Advocacy is a global trend
3. The state of Employee Advocacy in the Philippines
4. Top 6 strategies to turn your employees into brand
advocates
6. Word-of-mouth recommendations
are more valued than traditional
forms of advertising - consumers
believe people they trust.
Source: Employee Advocacy Statistics: 10 Stats That Prove Its Importance (Nielsen)
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.
7. Source: 2014 Edelman Trust Barometer
Content shared by employees
receive 8x more engagement.
8. 52% of consumers trust an
"average" employee
more than the CEO.
Source: 2014 Edelman Trust Barometer
9. Source: Fuel Your 'Everyone Sells' Culture Through Employee Advocacy - Marc Brown
According to IBM, leads
developed through
employee advocacy
convert 7x more than other
leads.
10. Source: Study: 78% Of Salespeople Using Social Media Outsell Their Peers
Sales reps using social media
as part of their sales
techniques outsell 78%
of their peers.
11. Source: A new way to measure word-of-mouth marketing
These word-of-mouth recommendations
ultimately have a big role to play when
influencing key decision makers with
their purchases.
Peer-to-peer marketing is the
leading driver behind 20-50%
of all purchasing decisions.
12. To give us a better picture of how big the potential is
if all of your employees were brand advocates:
Number of Employees x Average Number of Friends
(per Social Media channel) = Potential Reach
Potential Reach x Number of Content Shared
(per month) = Potential Direct Impressions
13. Number of Employees x Average Number of Friends
(per Social Media channel)* = Potential Reach
# of
Employees
Followers per Social Media
Channel*
Potential Reach per
Channel
50
400 (Facebook)
700 (Twitter)
400 (LinkedIn)
150 (Instagram)
1650TOTAL
20,000
35,000
20,000
7,500
82,500
*Estimated no. of followers per Social Media channel in 2020
14. Potential Reach x Number of Content Shared
(per month) = Potential Direct Impressions
If we had 50
employees:
If we had 500
employees:
82,500 Reach x 8 posts per month
= 660,000 POTENTIAL DIRECT IMPRESSIONS
825,000 Reach x 8 posts per month
= 6,600,000 POTENTIAL DIRECT IMPRESSIONS
15. GLOBALLY, MORE AND MORE
COMPANIES ARE TAPPING
INTO THE POWER OF THEIR
EMPLOYEES AS
BRAND ADVOCATES
17. Source: Why 2018 Is The Year of Social Advocacy
The concept of Employee Advocacy is an established global
trend.
Recent research found that interest
in employee advocacy amongst
companies has grown 191% since
2014. Numerous industries have
readily adopted social advocacy in
the workplace as an opportunity to
engage customers through the
authentic voices of their employees.
18. Source: Employee Advocacy and Social Selling Programs Experience Significant Growth in 2017,
According to New Study by JEM Consulting & Advisory Services
And Employee Advocacy programs have been growing in
adoption rates throughout the years.
82% of respondents to the 2017 survey stated that they have an
employee advocacy program in place; 77% have a social selling
program in place.
19. Source: How One Global Consulting Firm Became The Industry Leader In Share of Voice
One Global Consulting Firm leveraged its 19,000 employees in over
50+ countries by providing a formal program.
● Used pre-built, pre-approved messages
with one-click to employees’ social
networks.
● Gave branded email digests to help
minimize employees’ time in making
content
20. Source: How One Global Consulting Firm Became The Industry Leader In Share of Voice
One Global Consulting results:
21,877
TOTAL SHARES
86,398
CLICKTHROUGHS
$575K
EARNED MEDIA
22. RESEARCH METHODOLOGY:
● Total of 46 respondents
● Majority belong to their respective
company’s marketing department.
MARKETING STAFF
SENIOR MARKETING
OFFICER
23.9%
47.8%
10.9%
10.9%
8.7%
8.7%
23.9%
ADVERTISING
INFORMATION & COMMUNICATION
TECHNOLOGY
EDUCATION & TRAINING
RETAIL FOOD/RETAIL
NON-FOOD
BREAKDOWN OF INDUSTRIES
OTHERS
23. Q: How many employees does your company have?
1 to 49
50 to 99
100 to 199
200 to 499
500 to 999
1000 to 1999
2000 and above
RESPONDENTS’ PROFILE
43.5%
8.7%17.4%
13%
24. Source: Social Media Marketing Through the Workforce (2020)
Only 40% of the companies surveyed were aware of what an
Employee Advocacy program is.
Q: Are you aware of what
an Employee Advocacy
Program is?
26. Source: Social Media Marketing Through the Workforce (2020)
Half of all companies do distribute digital content to its employees.
Q: Does your company
distribute digital content
to its employees?
Source: Social Media Marketing Through the Workforce (2020)
27. Source: Social Media Marketing Through the Workforce (2020)Source: Social Media Marketing Through the Workforce (2020)
Employees are not being properly motivated to share content about
their company.
Q: What are the challenges in
your company in getting
employees to share the
company’s digital content?
28. Source: Social Media Marketing Through the Workforce (2020)Source: Social Media Marketing Through the Workforce (2020)
Sharing company content is still inconsistent
across the organization
Q: Do executives in your company share
your company’s digital content on social
media?
Sometimes
No
Yes, they often do
Q: Do managers in your company share
your company’s digital content on social
media?
No
Sometimes
Yes, they often do
67.4%
19.6%
13%
71.7%
17.4%
10.9%
29. Source: Social Media Marketing Through the Workforce (2020)Source: Social Media Marketing Through the Workforce (2020)
Q: Do rank-and-file in your company
share your company’s digital content
on social media?
No
Sometimes
Yes, they often do
Sharing company content is still inconsistent
across the organization
69.6%
15.2%
15.2%
30. Source: Social Media Marketing Through the Workforce (2020)Source: Social Media Marketing Through the Workforce (2020)
*Include the slide on why employees do not share (tiering of how they
share)
WITH THESE BARRIERS IN MIND, WHAT CAN WE DO
TO EFFECTIVELY ENCOURAGE YOUR EMPLOYEES TO
TALK ABOUT YOUR COMPANY?
31. Source: Social Media Marketing Through the Workforce (2020)
TOP 6 STRATEGIES TO TURN YOUR EMPLOYEES
INTO BRAND ADVOCATES
32. Source: Social Media Marketing Through the Workforce (2020)
1. HAVE A PROGRAM
It has to be defined as a project, with
a project owner, and budget; with
OKRs; with top management support.
33. Source: https://blog.drumup.io/blog/employee-advocacy-guide
WHAT ARE THE ELEMENTS OF A GOOD
ADVOCACY PROGRAM?
1. Create a solid context to inspire sharing
2. Set objectives and key results for measurable success
3. Create and curate compelling content that your employees would love to share
4. Create firm social etiquette and responsibility guidelines to maximize positive
impact
5. Appoint an employee advocacy representative to keep the momentum going
6. Employ a reliable employee advocacy tool to maximize efficiency
34. Case Study #1: Electronic Arts (EA)
● Electronic Arts launched their employee
advocacy program, called “EA Insiders” in
2014.
● New members were sent official certificates
and an EA Insiders gift packs thanking them
for joining and participating in the program.
● With thousands of active users across the
globe, the EA Insiders program generates
tens of thousands of social shares each
month to a network of over 1.1M.
Source: What Is Employee Advocacy & How Does It Really Work?
35. Source: Social Media Marketing Through the Workforce (2020)
2. HAVE GREAT DIGITAL CONTENT
TO SHARE
Chances are, you already have this
within your organization!
PR, marketing, HR, etc. all of them
have great content that can be
shared externally.
37. Source: Zoom in on art!
Case Study #2: Xiklab Digital Zoom in on
Art (ZIOA)
38. Source: Zoom in on art!
Case Study #2: Xiklab Digital Zoom in on
Art (ZIOA) Results
39.
40. Twitter
Facebook Engagements
(July 16 - August 21)
Growth
Total 18,540
2,467.87%
Reactions 6,371
3,459.22%
Comments 1,132
28,200.00%
Shares 1,048
2,894.29%
Post Link
Clicks
379
2,815.38%
Other Post
Clicks
9,610
1,857.23%
Facebook Impressions
(July 16 - August 21)
Total Growth
151,441 727.95%
Facebook Fans
Before ZIOA
(July 13)
Followers Likes
428 410
Followers Growth Likes Growth
1517
1089
(254.44%)
1482
1072
(261.5%)
41. Source: Social Media Marketing Through the Workforce (2020)
3. MAKE IT EASY FOR EMPLOYEES
TO DISCOVER AND SHARE CONTENT
Discoverability is important! Current
experience of employees is that there
is no single source for all approved
shareable content.
42. Source: San Miguel Corporation - Photos
If you have multiple company channels, along with multiple pieces of
content, it makes it difficult for your employees to know what to share.
43. Source: What Is Employee Advocacy & How Does It Really Work?
Make it easy for your employees to find your company’s
digital content by providing official content sources.
45. Source: Social Media Marketing Through the Workforce (2020)
4. REWARD THEM FOR
SHARING
Brands pay influencers and
micro-influencers. But in fact, all your
employees are influencers in their
own social circle.
46. Paying for influencers, or micro-influencers, can put a big strain on
your marketing budget.
SINGER, ARTIST
(88.8k Followers)
SINGER, ARTIST
(49.7k Followers)
DIGITAL CONTENT
CREATOR
(49.7k Followers)
Inclusions:
- 2 Instagram posts
- 1 Video
Inclusions:
- 3 Instagram posts
- 1 Video
Inclusions:
- 2 Instagram posts
- 1 Video
ESTIMATED COSTS:
P30,000 - P50,000
ESTIMATED COSTS:
P10,000 - P30,000
ESTIMATED COSTS:
P60,000 - P150,000
47. Content shared by your employees are actually more effective than
that of paid influencers. So why can’t we reward our own
employees?
48. Source: https://twitter.com/CentricaSoln_NA/status/1083438474999578624
Case Study #1: Centrica Business Solutions
● Business solutions company based in the US
that helps clients in balancing their
sustainability while being environmentally
responsible at the same time
● Ran quarterly employee advocacy programs
which allowed employees to amplify their
content
● After each quarter, the company provided
unique company gifts (i.e. organizers, water
flasks) for the most active employee
advocates
50. Source: Social Media Marketing Through the Workforce (2020)
5. MEASURE AND OPTIMIZE
THE PROGRAM
What gets measured gets done.
You need to manage this as a formal
program, and as such, you need to set
OKRs in place to manage results.
51. Behind every good Employee Advocacy program are a set of
effective objectives that will measure what success looks like.
“An effective goal-setting system
starts with disciplined thinking at
the top, with leaders who invest
the time and energy to choose
what counts.”
- John Doerr, Author of Measure
What Matters
52. A failure to set objectives for your Employee Advocacy Program
will led to an ineffective campaign - begin with what a picture
of success looks like.
For any program to succeed,
you need to first define
success.
Source: Reasons Why an Employee Advocacy Program Fails
53. Some examples of metrics to measure for success:
Source: Employee Advocacy on Social Media: What is it and How to Do it Right
Top advocates: Which individuals or teams are sharing the most? Which advocates are
generating the most engagement?
Organic reach: How many people are seeing the content shared through your employee
advocates?
Engagement: Are people clicking links, leaving comments and re-sharing content from your
advocates? What is the engagement per network?
Traffic: How much traffic did the content shared by employee advocates drive to your
website?
Brand sentiment: How has your advocacy campaign impacted your overall brand sentiment
on social media?
54. Source: Social Media Marketing Through the Workforce (2020)
6. PROMOTE AND CHAMPION
THE PROGRAM FROM THE TOP
Top management buy in is crucial to
make this work. The CEO should be
the #1 brand ambassador of your
company!
55. Not all CEO’s actually look at
themselves as brand
ambassadors. They should!
CEOs should make company
content sharing and thought
leadership a part of their job
description.
Source: The #1 Factor Driving A Successful Employee Advocacy Program
56. Some examples of CEOs who are active in sharing content
about their company:
Source: https://www.facebook.com/ernest.cu
Source:
https://www.facebook.com/jaimeaugustozobel/posts/
10158651502516422
57. Source: Social Media Marketing Through the Workforce (2020)
TOP 6 STRATEGIES TO TURN YOUR EMPLOYEES
INTO BRAND ADVOCATES
58. Jeremy Obial
CEO - Xiklab Ventures
Jeremy is a technopreneur and experienced Chief
Technology Officer with a demonstrated history of
working in the marketing and advertising industry. He is
an IT professional skilled in Software Product
Management, E-Commerce, Software Product
Development, and Digital Marketing and Advertising.
59. Making real growth happen.
How Voca can Power Your
Employee Advocacy Program
