How to Increase Your Content Reach and Engagement Through Employee AdvocacyMaximize Your Content Marketing Impact by Empowering Employees to Share

Thursday, November 10, 2016

11:00am PT | 2:00pm ET

LinkedInElevate

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Today's speakers

Katie Levinson Product Marketing Manager, LinkedIn

Alex RynneContent Marketing Manager, LinkedIn

Nora DavisBrand Experience and Content Marketing Specialist, CH2M

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How employee advocacy maximizes your marketing goals

How to launch your own program

Best practices from LinkedIn and CH2M

How LinkedIn Elevate can help you succeed

Q&A

Agenda

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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

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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?”

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Companies with a formal program grow faster than those without one

Firms with formal employee advocacy programs grow faster

Other firms

> 20% revenue growth

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Employee advocacy extends your reach

Your employees have 10x more connections

than your company has followers

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Employee advocacy drives higher CTR

Employees drive 2x higher click-through rates compared

to company shares of the same content

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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 engagementLike, click, comment, re-share

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Ready to launch

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Set your program goals and content strategySTEP 1

PROGRAM GOALS

Reach and engage more of your target audience

Increase brand awareness and followers

Drive leads for sales

CONTENT STRATEGY

company-related25% 75%

non-company related

Select employees to participate

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Look at current content to understand which audiences it will

resonate with

Find your current social champions

STEP 2

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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

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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.

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Launch!

Get senior leadership involved

Use existing communications channels

STEP 4

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Keep employees engaged

Regularly suggest content

Recognize top sharers

Refine content strategy

Enable employees to share on the go

STEP 5

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Measure your results

What you should be measuring:

Traffic to your website, blog and other owned channels

Leads generated through employee-shared content

With the right tool, you can also measure:Increase in company followersNumber of impressionsEngagement rate with your content

STEP 6

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Content Marketing Manager, LinkedIn

Content Tips with Alex Rynne

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

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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:

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Ensure that your content looks engaging

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Image

Headline

Intro text

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t tt

Why Breaking the Rules is Good for Business

The George Costanza Approach to Content Marketing

240,555Reach

2,145Total engagements

653,302Reach

1,672 Total engagements

230,226Reach

1,665Total engagements

The Sophisticated Marketer's Podcast: B2B Marketing and Sales Trends with Justin Gray and Craig Rosenberg

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Brand Experience and Content Marketing Specialist, CH2M

Best Practices with Nora Davis

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Creating fuel for business through employee relationships

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Our employee advocacy vision:

Enable employees to create deeper relationships with their key stakeholders

Drive positive brand awareness for CH2M

Support the development of employees by enhancing their social media and digital savviness

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Get employees excited about being social

Start with socially savvy employees

Educate employees on what’s in it for them

Help build social profiles

Demonstrate success through results

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Reward your most social employees, and give helpful nudges to those who need it

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Continually evolve your content strategy

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Keep a monthly pulse on:

What’s resonating with employees

What’s resonating with employees’ networks

Measure your results

Employees are sharing 8x more frequently

Employees are growing their networks 4x faster than before

Over 2% engagement rate on employee-shared content

more Company Page followers than before

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Top 3 pieces of advice

What helps our program succeed:

Start with your social stars

Educate employees on the value of social

Continually track content performance and adjust as necessary

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Introducing LinkedIn Elevate

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LinkedIn Elevate makes it easy for you to distribute content to employees and to measure your results

Find content and suggest to employees through Elevate

Employees share content to their social networks

After, see the impact your employees have driven

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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

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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

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Q&A