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Content's Starring Role in Employee Advocacy
The document discusses the importance of content in employee advocacy, highlighting that organic and paid reach are declining while employee advocacy presents a valuable alternative, as employees are more trusted than social ads. It details the '4-1-1 rule' for sharing content, emphasizing the need for companies to provide employees with third-party content to share, alongside branded content. The platform Trapit is presented as a solution for streamlining content management and enhancing employee advocacy efforts.
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Content's Starring Role in Employee Advocacy
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- 3. THE AMOUNT OF CONTENTON SOCIAL IS EXPLODING.
- 4. In 2012, Facebookusers shared 684,478 pieces of content every minute. In 2014, Facebook users shared 2,460,000 pieces of content every minute. Source: Domo
- 5. In 2012, Twitterusers sent over 100,000 tweets every minute. In 2015, Twitter users send 347,222 tweets every minute. Source: Domo
- 6. WITH SO MUCHCONTENT, HOW DO YOU STAND OUT?
- 7. ON SOCIAL, YOU HAVE THREEOPTIONS. WITH SO MUCH CONTENT, HOW DO YOU STAND OUT?
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- 11. Option 1: OrganicReach Organic reach is on the decline. Companies reach between 2% and 6% of their followers on social media (Forrester).
- 12. Option 1: OrganicReach 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).
- 13. Option 2: PaidReach 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).
- 14. Option 2: PaidReach 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).
- 15. Option 3: EmployeeAdvocacy Believe it or not, your employees are your best marketing asset on social media.
- 16. Option 3: EmployeeAdvocacy Believe it or not, your employees are your best marketing asset on social media. Here’s why…
- 17. Option 3: EmployeeAdvocacy Employees are more trusted than social ads. 84% of people trust recommendations from people they know; 48% trust social ads (Nielsen).
- 18. Option 3: EmployeeAdvocacy 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).
- 19. Option 3: EmployeeAdvocacy So, empower your employees to build trust with buyers and provide the human interaction your buyers crave.
- 20. Option 3: EmployeeAdvocacy So, empower your employees to build trust with buyers and provide the human interaction your buyers crave. It’ll pay off…
- 21. Option 3: EmployeeAdvocacy Employees on social build brand awareness. Brand messages are reshared 24x more frequently when distributed by employees vs. brand (MSL Group).
- 22. Option 3: EmployeeAdvocacy 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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- 24. For employee advocacyto work, your employees need content. Otherwise, what will your employees share on social media?
- 25. UH OH! THEREIN LIESA PROBLEM.
- 26. Your employees needcontent, 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).
- 27. It’s unreasonable toexpect marketers to create enough original content for their employee advocates.
- 28. It’s unreasonable toexpect marketers to create enough original content for their employee advocates. Just think about the amount of content you’d need.
- 29. It’s unreasonable toexpect marketers to create enough original content for their employee advocates. Twitter best practices suggest 10-14 daily updates.
- 30. It’s unreasonable toexpect marketers to create enough original content for their employee advocates. Is your team going to generate 10-14 pieces of new content each day?
- 31. So, what’s amarketer supposed to do? Where’s the content going to come from?
- 32. THE SOLUTION: THE 4-1-1RULE Supplement your branded content with other people’s content. In a nutshell:
- 33. THE SOLUTION: THE 4-1-1RULE “For every one self- serving tweet, you share one relevant tweet and most importantly four pieces of content written by others.” The original rule:
- 34. THE SOLUTION: THE 4-1-1RULE “For every one self- serving tweet, you share one relevant tweet and most importantly four pieces of content written by others.” The original rule:
- 35. THE SOLUTION: THE 4-1-1RULE “Share four pieces of content written by others for every one soft promotion (e.g. an ebook) and for every one hard promotion (e.g. demo request).” Adapted for multiple social networks:
- 36. THE SOLUTION: THE 4-1-1RULE “Share four pieces of content written by others for every one soft promotion (e.g. an ebook) and for every one hard promotion (e.g. demo request).” Adapted for multiple social networks:
- 37. THE 4-1-1 RULEIS NOT JUST A BEST PRACTICE. “Best-in-Class sellers cite content, especially third- party content, as effective or highly effective.” (Aberdeen Group)
- 38. What’s more, employees are mostlikely to share third-party content, specifically news articles about their industry. (Trapit Research)
- 39. 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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- 41. Before you evaluateemployee advocacy solutions, define your content strategy.
- 42. ASK… • Who willbe in charge of our content strategy? • How will we organize our content (e.g. by business units, by verticals)? • 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?
- 43. ASK… • Will thissolution allow me to carry out my company’s content strategy for employee advocacy? • Can I easily provide my employees with content and sample messages? • Does this solution offer a content library out of the box? When evaluating advocacy platforms…
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- 45. Think about howmuch 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). Regarding branded content…
- 46. A lot ofyour time and money is wasted. One-third of marketing assets go unused or underutilized (IDC).
- 47. That’s roughly $13.27bof wasted or underutilized content. (One-third of $40.2b is $13.27b.)
- 48. Fix this problemby storing content in a library that is easily accessible to employees. Empower your employees to share and recycle your content.
- 49.
- 50. When searching forthird-party content to share, work smarter.
- 51. Some companies employteams of marketers to search the web and copy/paste links into a Microsoft Word document for their advocates.
- 52. Then, those professionalcopy-and-pasters have to compose an e-mail and circulate the Word document among their employees.
- 53. That takes severalhours every day.
- 54. That takes severalhours every day. Are you thinking what we’re thinking?
- 55. That takes severalhours every day. That’s a lot of needless manual effort, isn’t it?
- 56. There’s a platformthat makes things easier.
- 57. Trapit is theonly employee advocacy solution with robust content capabilities.
- 58. Not only doesTrapit provide you with a place to store your branded content;
- 59. Not only doesTrapit 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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- 61. “Since we implementedTrapit, 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.
- 62. “With Trapit, weare 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
- 63. “The right contentbuilds 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.
- 64. About Trapit Trapit isthe 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.
- 65. Visit trapit.com tolearn more.