Helping Your Employees Close the Gap on Social Media · Glenn Donovan Director of Client Team...

Glenn DonovanDirector of Client Team

Helping Your Employees Close the Gap on Social Media

Benefits of Employee Advocacy

Buyer Behavior is Changing

Source: LinkedIn Tracing Social Selling ROI to Actions - 9/17

Unlike any other initiative at your company

Biggest Challenge: Low employee participation

We’ve had to change our thinking about this

• Employee first!• Marketing benefits will follow

Understanding Employees

• 1-5%• Confident on

social media• Good writers• Get results

• 5-20% • “FOMO” Group• Know they

“should” be • Room for

improvement in what they share

• 40-60%• Unsure about

the payoff• Willing to help

the brand if you make it easy

• 5-15%• Unwilling to

participate typically

Model social media participants

Active but still need help

Basically inactive

Absent from social media

UNDERSTAND YOUR EMPLOYEES

Employee Motivations(Why would they participate?)- Establish thought leadership- Industry expertise- Creating, building, & maintaining relationships

Anticipate Challenges- Privacy concerns- What can the company see?- Will this look “spammy”?

Recognize and Acknowledge- Recognize participants- Monthly/Quarterly contests- Reinforce alignments with their efforts and the company’s results

Realizing Employee Mindset

They Are Already Talking About Your Brand

*2017 Marketing Advisory NetworkEmployee Advocacy Impact Study

Affinity For Your Brand Matters

*2017 Marketing Advisory NetworkEmployee Advocacy Impact Study

Employees Role Matters

*2017 Marketing Advisory NetworkEmployee Advocacy Impact Study

What Marketers Ask Versus What Employees Want To Do

● 2018 GaggleAMP Analysis of Activities by Employee and Manager

2018 GaggleAMP Activities by Employee and Manager

● Your employees like LinkedIn○ Sharing and posting

● Managers like Facebook more than employees

● Employees want to participate on Twitter

THE RIGHT CONTENT CURATION & VOICE CREATES TRUST

• Only 24% of the content employees want to share is promotional*

• Job postings, community involvement, company accomplishments,

daily workplace life make up the remaining 76%*

• The department an employee is in plays an important role in what they want to share**

* Alitmeter Group 2016**Marketing Advisory Network 2017

GaggleAMP PROFILE

• Founded in 2010

• Hundreds of clients

• Not VC funded, financially stable and growing

• More product in the pipeline