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Live Webinar: How to Increase Your Content Reach and Engagement Through Employee Advocacy

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Live Webinar: How to Increase Your Content Reach and Engagement Through Employee Advocacy

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In this webcast, you’ll learn:
- How employee sharing can enhance your marketing goals
- How to launch your own employee advocacy program
- Real life best practices and success stories from DLA Piper and LinkedIn

In this webcast, you’ll learn:
- How employee sharing can enhance your marketing goals
- How to launch your own employee advocacy program
- Real life best practices and success stories from DLA Piper and LinkedIn

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Live Webinar: How to Increase Your Content Reach and Engagement Through Employee Advocacy

  1. 1. How to Increase Your Content Reach and Engagement Through Employee Advocacy Maximize Your Content Marketing Impact by Empowering Employees to Share Tuesday, September 13, 2016 11:00am PT | 2:00pm ET LinkedIn Elevate
  2. 2. 2 Today's speakers Katie Levinson Product Marketing Manager, LinkedIn Daryl Drabinsky Senior Digital Communications Manager, DLA Piper Alex Rynne Associate Content Marketing Manager, LinkedIn
  3. 3. 3 How employee advocacy maximizes your marketing goals How to launch your own program Best practices from DLA Piper and LinkedIn How LinkedIn Elevate can help you succeed Q&A Agenda
  4. 4. 4 We’ve been seeing more and more companies and brands becoming interested in having authentic conversations. But the biggest change we’ve seen is the thirst for the how. “ Mark Burgess President and Founder, Blue Focus Marketing and author of The Social Employee
  5. 5. 5 What’s employee advocacy? Empowering your employees to share content with their own social networks Employees build thought leadership and their professional reputations Companies extend their reach and engagement, and connect more authentically with their audiences
  6. 6. 6 90% of brands are already pursuing or have plans to pursue employee advocacy Early pilots, testing 38 % Leadership support for broad-based employee advocacy 26 % Employee advocacy is strategic, with strategic impact 16 % Trained employees in just a few departments 11 % No plans 7% Employees not allowed to advocate 3% “What best represents the state of employee advocacy at your company?”
  7. 7. 7 Companies with a formal program grow faster than those without one Firms with formal employee advocacy programs grow faster Other firms > 20% revenue growth
  8. 8. 8 Employee advocacy extends your reach Your employees have 10x more connections than your company has followers
  9. 9. 9 Employee advocacy drives higher CTR Employees drive 2x higher click-through rates compared to company shares of the same content
  10. 10. 10 Employee advocacy increases engagement While on average only 3% of employees share company-related content, they drive a 30% increase in the engagement with that company content Employee engagement Total engagement Like, click, comment, re-share
  11. 11. 11 Ready to launch
  12. 12. 12 Set your program goals and content strategy STEP 1 PROGRAM GOALS Reach and engage more of your target audience Increase brand awareness and followers Drive leads for sales CONTENT STRATEGY company-related 25%75% non-company related
  13. 13. Select employees to participate 13 Look at current content to understand which audiences it will resonate with Find your current social champions STEP 2
  14. 14. 14 Educate employees: What’s in it for them Employees can build their professional reputations and visibility by sharing smart content How to get them involved Share key stats: Employees who share regularly grow their networks 4x faster and get 6x more profile views Hold “Social Media 101” sessions Help them build a strong LinkedIn profile STEP 3
  15. 15. 15 Tips to rock your LinkedIn profile Upload a professional photo. Profiles with photos receive a 40% higher InMail response rate. Write a descriptive headline. After the photo, the headline is the first thing people look at in a profile. Include a summary and experience. Employees should tell their story from the perspective of someone trying to determine whether or not they want to do business with the company or respond to an InMail. Personalize the LinkedIn web address. By creating a URL that closely matches their name, employees will be more easily found in search engine results. Share updates prospects or customers will find insightful, useful, or provocative. In addition to providing links to the articles, employees should comment on what they share without being too self-promotional. 1 2 3 4 5
  16. 16. 16 Launch! Get senior leadership involved Use existing communications channels STEP 4
  17. 17. 17 Keep employees engaged Regularly suggest content Recognize top sharers Refine content strategy Enable employees to share on the go STEP 5
  18. 18. 18 Measure your results What you should be measuring: Traffic to your website, blog and other owned channels Traffic sources through UTM codes With the right tool, you can also measure: Increase in company followers Number of impressions Engagement rate with your content STEP 6
  19. 19. 19 Senior Digital Communications Manager, DLA Piper Best Practices with Daryl Drabinsky
  20. 20. 20 Creating a new way to communicate in a content-driven culture
  21. 21. 21 Get employees on board with a structured and strategic rollout plan Select employees/departments to roll out to in pilot program Formal onboarding process explaining how product works Continual education as to why sharing matters Continual reinforcement in internal communications
  22. 22. 22 Be collaborative with other departments While the program may start with marketing, other functions will become interested and can help you get more people on board.
  23. 23. 23 Create a cultural shift Get employees comfortable with social media by: Helping them understand what employee advocacy is and how sharing content represents them as professionals Getting people to participate and share, at their own baseline level Showing them the impact on their professional reputations such as profile views Highlighting the impact on their company
  24. 24. 24 Continually refine your content strategy 24 Keep a regular pulse on: What’s resonating with employees What’s resonating with employees’ networks
  25. 25. Measure your results Employees are sharing 6x more frequently Employees are growing their networks 8x faster than before more Company Page views than before more Company Page followers than before 27
  26. 26. 26 Associate Content Marketing Manager, LinkedIn Content Tips with Alex Rynne
  27. 27. Certain types of content perform better than others Credible 3rd party content on current trends Links directly to landing pages with form fills Blog posts
  28. 28. 28 Don’t make it all about you: The 4-1-1 rule 3rd party/curated Owned/company-related Promotional (i.e., lead gen) For every 6 pieces of content you share with employees:
  29. 29. 29 Ensure that your content looks engaging 1 2 3 Image Headline Intro text
  30. 30. 30 t tt Why Breaking the Rules is Good for Business The George Costanza Approach to Content Marketing 240,555 Reach 2,145 Total engagements 653,302 Reach 1,672 Total engagements 230,226 Reach 1,665 Total engagements The Sophisticated Marketer's Podcast: B2B Marketing and Sales Trends with Justin Gray and Craig Rosenberg
  31. 31. 31 Introducing LinkedIn Elevate
  32. 32. 32 LinkedIn Elevate makes it easy for you to distribute content to employees and to measure your results How Elevate works Curate Share Measure
  33. 33. 33 Customers using Elevate are seeing great results Employees share 5x more than before, resulting in: more Company Page views more Company Page followers average engagement rate
  34. 34. 34 How to get started with employee advocacy 1 Start with the basics 2 Emphasize the value to employees 3 Make it easy by regularly suggesting content 4 Recognize and reward participation
  35. 35. 35 Q&A

Notas del editor

  • Hi everyone, thank you all for joining our employee advocacy webinar. My name is Katie Levinson, and I’m a product marketing manager on LinkedIn’s employee advocacy platform, Elevate.

    I’m excited to be here today to talk you about how empowering your employees to share content can meaningfully increase the reach and engagement you see with your content.

    With me today I also have Daryl Drabinsky, Sr Digital Comms manager at DLA Piper, who has been running her own employee advocacy program for the company for the past year. She’ll be walking you through some of her personal best practices of what it takes to have a successful EA program.

    We also have Alex Rynne, Assoc Content Marketing Manager here at LinkedIn. As part of her role, she manages the development and distribution of content, and she’ll be giving you her tips on how to engage employees with your content.


  • We’ve got about an hour and a lot of great material to cover
    First, we’ll take a look at what employee advocacy is and some key trends
    Then we’ll talk about how employee advocacy maximizes your marketing goals
    Next, we’ll go through 6 simple steps to launching your own program
    Then as I mentioned we have Daryl and Alex here today to share best practices
    And finally we’ll give you a glimpse of a new product, Elevate, that helps companies do this successfully. We’ll leave about 10 minutes or so at the end to answer any questions
  • Wanted to start off with a quote from Mark Burgess, who is a leading expert on social employees. Having authentic conversations with customers and prospects is nothing new - but HOW companies are going about doing so is what’s new. And that how is employee advocacy.
  • Employee advocacy is quite simple: it’s all about tapping into the vast and highly relevant networks of your employees by making it easy for employees to share content with their social networks
    Your employees’ networks are huge -- and full of the prospects and customers you are trying to influence
    Even in today’s social media saavy society, not everyone is comfortable sharing
    What an employee advocacy program does it make it super easy/turnkey
    Employee advocacy has dual benefits
    For employees, it positions them as thought leaders and builds their professional reputations
    Companies are able to expand the reach and engagement with their content by tapping into their employees’ networks
    And not only that, the content lands in a more authentic way, since it’s coming from a trusted source in an audience’s network - someone they are personally connected to
  • The secret of empowering employees to share content is out - an Altimeter survey from the first quarter of 2016 found that about 90% of brands are already pursuing or are have plans to pursue a formal employee advocacy program
    And there are many reasons why that’s so
  • 1st, companies with formal programs are twice as likely to be high growth firms - meaning greater than 20% revenue growth year over year - than those who don’t have a formal program in place
  • Part of that 20% revenue growth stems from the fact that employee advocacy naturally extends the reach of your content - and thus awareness for your company, brand and products
    On average, employees have about 10x the connections than a company has followers
    And these connections have personal, trusted relationships with your employees who are sharing content
  • Which brings us to engagement - your audience is generally more interested in reading what their friends and colleagues have to say more than they’re interested in what your brand has to say
    Our LinkedIn data has found that employees drive double the click-through-rate with content they share versus that exact same content when it’s shared by a company
    This makes intuitive sense -- you're much more likely to click on something your friend or colleague posts than something a company posts
  • We know from our analysis of the LI network that only about 3% of employees share company-related content today
    That can be because it’s difficult for them to find relevant company content to share, or because they just don’t know what is and isn’t okay to post to their networks
    Whatever the reasons, there are huge benefits to activating more employees on social media
    Those 3% of employees drive a 30% increase in engagement with that company content
    Just imagine the impact of getting 6% or 9% of employees sharing - you could see a 90% lift in engagement!
  • So, now that we’ve covered off on the main benefits of employee advocacy, let’s switch gears and talk about how you can start a program of your own
  • As with any program, the first thing you’ll want to do is set your goals and strategy
    As marketers, there are many different things we want to achieve with our content. And there’s no wrong goal to set
    You may want to simply just reach more people at a higher engagement rate than you have before
    Or you may want to put a specific number behind acquiring followers
    And for the B2B marketers, your primary goal could be to drive more leads for sales
    Whatever your goals might be, set them at the outset so you can track the success of your program
    Once your goals are set, it’s time to think about your content strategy
    Content is probably the most important aspect of employee advocacy to get right
    Without interesting content, your employees are not going to engage - and thus you miss opportunities to then engage with their networks
    So, while it may be tempting to put in all company-related content, it’s important to have a healthy mix of industry and thought leadership content to keep employees engaged
    We recommend no more than 25% of content that you share with employees be company-related
    You can source non-company related content through 3rd party publishers. We’ve found that sites like HBR.org, Forbes and LinkedIn perform well just as a few examples
  • Next, you’ll need to decide who to invite to your program
    While it would be great to start with everyone, sometimes it’s best to start with a subset of employees
    A selection criteria that we have seen work well with our customers are to find employees who are already fairly active on social
    These social employees can then become ambassadors for your program
    Another way to select employees is to have a look at your current content mix and think about which of your employees it will resonate with most
    Is it mostly engineering related? Sales related? About diversity?
    Understanding how your content may resonate with different groups of people will help set you up for success
    One final dimension to consider is your ultimate target audience, and think through which employees look most like them. Are you trying to reach IT professionals with your message? Well it’s likely that the IT professionals at your company are connected with a lot of other IT professionals (from school and past roles) so consider starting with them.
  • Like I mentioned in the beginning, only 3% of employees currently share company-related content -- although many employees are generally active on social media
    If you’re looking to change employee behavior and convince them to share company-relevant content, it’s important to start with what it means for them
    We recommend having a formal education program in place designed to show employees how they can build their professional reputation by sharing smart content
    Step one is building a strong LinkedIn profile. Many employees may not even have this basic step, so it’s important to start here and emphasise the importance of having a strong digital presence.
    Step two is helping employees understand that they can be known as a thought leader and build their professional reputation and visibility by sharing smart content.
    Not surprisingly, employees who do this will see more engagement from their networks.
    We’ve found that employees who share regularly grow their networks 4x faster and get 6x more profile views than those who don’t
    For salespeople specifically, sharing quality content translates to success. Salespeople who share content regularly are 45% more likely to crush their quota
    There are many reasons why sharing content can benefit employees -- both long term and in their current day to day careers -- so make sure you let them know why sharing matters for them
  • We’ve distilled the top 5 most important aspects of having a strong LinkedIn profile. When your employees have strong profiles, you help set them up for success in building their professional reputations.
    Run through the 5 tips
  • So, you’ve set your goals and content strategy, and selected and education employees. It’s time to launch your program!
    During launch, make sure your senior leadership is involved and invested in the program
    This lends credibility in the eyes of employees, and makes them more likely to be active participants if a senior leader wants them involved, and is setting a good example by sharing him/herself
    Beyond exec support, it’s important to have a robust communications plan, with reminders, to maximize your impact
    Use whatever existing communication channels you have - email, intranet, internal collaboration tools, and even flyers around the building
    If you can only do a couple of these, We’ve found that regular emails and a large presence on intranet homepages tend to get good results
  • Employee advocacy is not a set it and forget it type of program
    You have to continually be engaging employees to get the most out of it
    Here are some ways to ensure that your employees keep sharing regularly:
    1st - make sure they have something to share! You need to be giving them fresh new content at least weekly so they stay engaged
    Recognition goes a long way. See who your most active sharers are, and highlight them in an email or newsletter
    Content is king - without the right content, your employees won’t share. So, regularly look at what is, and isn’t, resonating with your employees. Provide more articles that are similar to what they’re already sharing
    Today’s employees are pretty mobile, and not always working at their desks. Make it easy to share on the go by providing a way for employees to share via their phones
  • And last but certainly not least, you’ll want to measure your results.
    Using UTM codes, you can track things like traffic to your website, blog and other owned channels, and get a sense for which specific content is driving what traffic
    If you’re interested in going even deeper with your measurement to see how your employee sharing is impacting business-level metrics, there are solutions like LinkedIn Elevate that can help you do this.
    And now I’d like to hand it over to Daryl, who will take you through some of her learnings on employee advocacy at DLA Piper
  • Intro: Name, Role, little background on DLA Piper
  • Motivations to get started with employee advocacy initially
    Had had success at previous company and knew the results it could drive
    Content-driven culture at DLA.
    Know that content shared by individuals is more trusted and engaging than content shared by a company

    sales -- lawyers -- how traditional marketing doesn't work and that it's a very relationship driven sale, the network matters, etc

    Also wanted way to track metrics, so looked for a formal solution that would allow us to do so
    Employee advocacy/Elevate would allow us to track usage/share rates of employees, engagements, and the impact on our brand through increased followers
    Lastly, always looking for creative new ways to communicate and stay cutting edge
    Knew this would make us stand out in the legal world
  • Put in place a comprehensive rollout plan
    Education was the most important component
    Every time a new employee comes on board we take them through an education program
    Daryl - are you comfortable giving some detail around this?
    We started out with a smaller pilot program
    Had fantastic results and made it easy to make the case to expand more broadly within the organization
  • VO:
    Saw a lot of success with Elevate, so other departments wanted to get involved
    Other departments such as those focused on diversity, HR, BD teams have a pulse on what’s going on within the organization in other ways than marketing does
    Helps with content creation and curation, and gives us more variety to share with employees.
    We also train those other departments so they get the most out of the platform
  • As part of our education plan, we focused on getting employees comfortable with social media
    Understand what employee advocacy is and why building their reputations is important
    Actually showing them the impact of their sharing
    Through Elevate - increased profile views and connection growth
    Had employees who never shared before, but because it was so easy to do and then they saw their results they loved it and continued to share
    Also shared how this was impacting DLA
    One of the biggest success stories was LMA Award we received for our employee advocacy program - and couldn’t have done it without our engaged employees
  • One reason we chose LinkedIn Elevate because it allows you to see demographic data.
    Let’s us know which industries/audiences are engaging most with our content
    Allows us to refine what we share to try to hit more of our target audience
  • Have seen a lot of success with employee advocacy
    Employees sharing 6x more
    Easy to use
    Reputation metrics make it addictive
    Daryl - any anecdotes/quotes from employees?
    Daryl - any anecdotal data on new business this has helped to attract? Other successes you want to highlight?

    Katie VO: Thanks Daryl, for sharing your experience with us. That was very insightful. Now I’ll hand it over to Alex for content tips and tricks
  • Introduction, role at LinkedIn, how long have been involved with EA/Elevate (i..e what makes you an expert on content)
  • Content we’ve seen perform well at LinkedIn are blog posts, 3rd party content on current trends
    Lead gen content has also performed well
    Alex - can you provide some color as to what you do to make this engaging?
  • As mentioned before, don’t want all your content to be about your company
    We follow the 4-1-1 rule
    For every 6 pieces of content, 4 should be 3rd party/curated, 1 should be owned/company content, and 1 should be promotional (lead gen)
  • As a content marketing engine, we have best practices for catching the attention of employees and motivating them to share.
    Rules for a high-quality broadcast image:
    • Look for crisp, clear imagery with brighter colors and unexpected visuals.
    • Avoid using stock images or too many headshots.
    Rules for a compelling headline:
    • Keep the headline short - under 60 characters. Start with a question or quote to hook the reader and use"You" to speak to your audience
    • Successful posts provide clear value and are oriented towards helping professionals be more productive and successful through:
    • Advice• Education• Interesting Facts• Make it attention-grabbing.
  • Use tracking codes to understand traffic and understand content performance
    Alex: some insights around these posts and why they performed so well
    Now turn it back over to Katie for some information on LinkedIn’s employee advocacy solution


    Does alex have any anecdotes on how Elevate has increased traffic to blog, webinars, leads etc? That would be amazing
  • Thanks, Alex. We’ve touched on LinkedIn Elevate throughout the presentation. I want to provide just a little color to what it does to simplify advocacy and drive results for organizations.
  • What Elevate does is allow you to easily curate content that you then broadcast to your employees through the platform
    Employees can then share to LinkedIn, Twitter and Facebook
    Then, both you as a company and your employees can see the impact of the shares
    Such as engagements, reach, profile views
  • On average, we find that employees who have Elevate share 5x more than they did before.  And in many cases, we’re teaching people to share regularly who didn’t know how to before. In fact, 50% of our users shared nothing in the 90 days prior to using Elevate.
    Our customers are seeing great results because Elevate is designed to do a few things very well:
    Drive employee activation and engagement -- we help companies start with the right employees and make this something employees want to do regularly
    Maximize content engagement with data-driven recommendations -- Elevate uses the power and data of the LinkedIn network to help make companies more successful
    Deliver full funnel business impact and audience performance  -- Again our access to the LinkedIn network allows us to help companies see very granular data around their performance and impact
  • Before we open it up for questions want to leave you with a few pieces of advice for getting started successfully:
    Start with the basics. Most employees are not social professionals. It’s important to start with why social matters and the value of having a professional brand.
    Critically important to emphasize why sharing content benefits an employee. IF you want to expand beyond your passionate advocates it’s important to explain how this helps them build their reputation and grow their network
    Third is to make it easy. Most employees aren’t social media professionals and thus don’t have the time to find quality content on a regular basis. To the extent that you can make this turnkey for them, do
    Finally — recognize and reward participation. Highlighting stories of employees who are doing this well and seeing benefits as well as getting executives to recognize and celebrate this type of behavior is key. Employees have a lot competition for their attention so making sure to reinforce the benefits to them and to their organization is important.

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