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Content's Starring Role in Employee Advocacy

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CONTENT’S STARRING ROLE IN EMPLOYEE ADVOCACY


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SETTING THE STAGE


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THE AMOUNT OF CONTENT ON SOCIAL IS EXPLODING.


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In 2012, Facebook users shared 684,478 pieces of content every minute. In 2014, Facebook users shared 2,460,000 pieces of content every minute. Source: Domo


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In 2012, Twitter users sent over 100,000 tweets every minute. In 2015, Twitter users send 347,222 tweets every minute. Source: Domo


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WITH SO MUCH CONTENT, HOW DO YOU STAND OUT?


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WITH SO MUCH CONTENT, HOW DO YOU STAND OUT? ON SOCIAL, YOU HAVE THREE OPTIONS.


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OPTION 1: ORGANIC REACH


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OPTION 2: PAID REACH


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OPTION 3: EMPLOYEE ADVOCACY


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Option 1: Organic Reach Organic reach is on the decline. Companies reach between 2% and 6% of their followers on social media (Forrester).


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Option 1: Organic Reach Organic reach is on the decline. Companies reach between 2% and 6% of their followers on social media (Forrester). Furthermore, buyers don’t trust brands. Only 16% of people trust businesses “a great deal” (Edelman Trust Barometer).


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Option 2: Paid Reach The majority of ads aren’t seen by humans. 54% of online ads aren’t seen by human beings. So, a lot of ad spend is wasted (Proxima).


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Option 2: Paid Reach The majority of ads aren’t seen by humans. 54% of online ads aren’t seen by human beings. So, a lot of ad spend is wasted (Proxima). Besides, people don’t trust online ads. Only 48% of people trust ads on social media – less than nearly any other platform (Nielsen).


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Option 3: Employee Advocacy Believe it or not, your employees are your best marketing asset on social media.


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Option 3: Employee Advocacy Believe it or not, your employees are your best marketing asset on social media. Here’s why…


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Option 3: Employee Advocacy Employees are more trusted than social ads. 84% of people trust recommendations from people they know; 48% trust social ads (Nielsen).


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Option 3: Employee Advocacy Employees are more trusted than social ads. 84% of people trust recommendations from people they know; 48% trust social ads (Nielsen). Buyers want authentic human interactions. More “authentically human interactions” correlates with greater customer satisfaction (J.D. Power).


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Option 3: Employee Advocacy So, empower your employees to build trust with buyers and provide the human interaction your buyers crave.


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Option 3: Employee Advocacy So, empower your employees to build trust with buyers and provide the human interaction your buyers crave. It’ll pay off…


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Option 3: Employee Advocacy Employees on social build brand awareness. Brand messages are reshared 24x more frequently when distributed by employees vs. brand (MSL Group).


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Option 3: Employee Advocacy Employees on social build brand awareness. Brand messages are reshared 24x more frequently when distributed by employees vs. brand (MSL Group). Leads from employee advocacy are good leads. Leads developed through employee social marketing convert 7x more frequently than other leads (IBM).


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BUILDING YOUR AUDIENCE THROUGH EMPLOYEE ADVOCACY


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For employee advocacy to work, your employees need content. Otherwise, what will your employees share on social media?


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UH OH! THEREIN LIES A PROBLEM.


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Your employees need content, but marketers aren’t able to create enough content. Only 32% of marketers are able to create enough content to meet their needs (Aberdeen Group).


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It’s unreasonable to expect marketers to create enough original content for their employee advocates.


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It’s unreasonable to expect marketers to create enough original content for their employee advocates. Just think about the amount of content you’d need.


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It’s unreasonable to expect marketers to create enough original content for their employee advocates. Twitter best practices suggest 10-14 daily updates.


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It’s unreasonable to expect marketers to create enough original content for their employee advocates. Is your team going to generate 10-14 pieces of new content each day?


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So, what’s a marketer supposed to do? Where’s the content going to come from?


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In a nutshell: THE SOLUTION: THE 4-1-1 RULE Supplement your branded content with other people’s content.


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The original rule: THE SOLUTION: THE 4-1-1 RULE “For every one selfserving tweet, you share one relevant tweet and most importantly four pieces of content written by others.”


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The original rule: THE SOLUTION: THE 4-1-1 RULE “For every one selfserving tweet, you share one relevant tweet and most importantly four pieces of content written by others.”


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Adapted for multiple social networks: “Share four pieces of THE SOLUTION: THE 4-1-1 RULE content written by others for every one soft promotion (e.g. an ebook) and for every one hard promotion (e.g. demo request).”


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Adapted for multiple social networks: “Share four pieces of THE SOLUTION: THE 4-1-1 RULE content written by others for every one soft promotion (e.g. an ebook) and for every one hard promotion (e.g. demo request).”


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“Best-in-Class THE 4-1-1 RULE IS NOT JUST A BEST PRACTICE. sellers cite content, especially thirdparty content, as effective or highly effective.” (Aberdeen Group)


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What’s more, employees are most likely to share third-party content, specifically news articles about their industry. (Trapit Research)


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In other words, if you want your employees to be active on social, don’t focus solely on your company’s content. Provide your employees third-party content they want to share – like industry news.


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QUICK POINTER #1


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Before you evaluate employee advocacy solutions, define your content strategy.


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•  Who will be in charge of our content strategy? •  How will we organize our content (e.g. by business units, by verticals)? ASK… •  What types of content do we want employees to share? •  What types of content do employees want to share? •  What types of content do buyers want us to share?


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•  Will this solution allow me to carry out my company’s When evaluating advocacy platforms… content strategy for employee advocacy? ASK… •  Can I easily provide my employees with content and sample messages? •  Does this solution offer a content library out of the box?


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QUICK POINTER #2


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Regarding branded content… Think about how much time and money your company spends on creating content. In 2012, North American marketers spent $40.2b to produce and distribute content (Custom Content Council).


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A lot of your time and money is wasted. One-third of marketing assets go unused or underutilized (IDC).


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That’s roughly $13.27b of wasted or underutilized content. (One-third of $40.2b is $13.27b.)


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Fix this problem by storing content in a library that is easily accessible to employees. Empower your employees to share and recycle your content.


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QUICK POINTER #3


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When searching for third-party content to share, work smarter.


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Some companies employ teams of marketers to search the web and copy/paste links into a Microsoft Word document for their advocates.


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Then, those professional copy-and-pasters have to compose an e-mail and circulate the Word document among their employees.


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That takes several hours every day.


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That takes several hours every day. Are you thinking what we’re thinking?


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That takes several hours every day. That’s a lot of needless manual effort, isn’t it?


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There’s a platform that makes things easier.


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Trapit is the only employee advocacy solution with robust content capabilities.


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Not only does Trapit provide you with a place to store your branded content;


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Not only does Trapit provide you with a place to store your branded content; It discovers content that your employees will want to share and your buyers will want to consume.


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REVIEWS


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“Since we implemented Trapit, the field is happier with the content we are putting out there, and we can always find content that mirrors the message we are trying to get to our consumers.” VP of Brand Marketing, One of the largest life insurance companies in the U.S.


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“With Trapit, we are able to obtain a high volume of high quality third-party content that has increased our social credibility and engagement with influencers.” Marketing Executive, Fortune 100 technology company


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“The right content builds strong relationships, while the wrong content gets you caught in the clutter. Trapit allows us to provide the field with strong content that makes contacts feel we know and understand them. And when this happens, it helps us build trust. ” VP of Brand Marketing, One of the largest life insurance companies in the U.S.


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About Trapit Trapit is the platform for authentic employee advocacy and social selling. Our technology empowers employees on social media with content that is proven to spark engagement and drive sales.


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Visit trapit.com to learn more.


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