content's starring role in employee advocacy
TRANSCRIPT
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
In 2012, Twitter users sent over 100,000 tweets every minute. In 2015, Twitter users send 347,222 tweets every minute.
Source: Domo
Option 1: Organic Reach
Organic reach is on the decline. Companies reach between 2% and 6% of their followers on social media (Forrester).
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).
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).
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).
Option 3: Employee Advocacy
Believe it or not, your employees are your best marketing asset on social media.
Option 3: Employee Advocacy
Believe it or not, your employees are your best marketing asset on social media.
Here’s why…
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).
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).
Option 3: Employee Advocacy
So, empower your employees to build trust with buyers and provide the human interaction
your buyers crave.
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…
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).
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).
For employee advocacy to work, your employees need content.
Otherwise, what will your employees
share on social media?
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).
It’s unreasonable to expect marketers to create enough original content for their employee
advocates.
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.
It’s unreasonable to expect marketers to create enough original content for their employee
advocates. Twitter best practices
suggest 10-14 daily updates.
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?
THE SOLUTION: THE 4-1-1 RULE
Supplement your
branded content with
other people’s content.
In a nutshell:
THE SOLUTION: THE 4-1-1 RULE
“For every one self-
serving tweet, you share
one relevant tweet and
most importantly four
pieces of content written
by others.”
The original rule:
THE SOLUTION: THE 4-1-1 RULE
“For every one self-
serving tweet, you share
one relevant tweet and
most importantly four
pieces of content written
by others.”
The original rule:
THE SOLUTION: THE 4-1-1 RULE
“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:
THE SOLUTION: THE 4-1-1 RULE
“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:
THE 4-1-1 RULE IS NOT JUST A
BEST PRACTICE.
“Best-in-Class sellers cite content,
especially third-
party content, as
effective or highly
effective.” (Aberdeen Group)
What’s more, employees are
most likely to share
third-party content,
specifically news
articles about their
industry. (Trapit Research)
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.
ASK…
• Who will be 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?
ASK…
• Will this solution 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…
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).
Regarding branded content…
A lot of your time and money is wasted.
One-third of marketing assets go unused or underutilized
(IDC).
Fix this problem by storing content in a library that is easily accessible to employees.
Empower your employees to share
and recycle your content.
Some companies employ teams of marketers to search the web and copy/paste links into a
Microsoft Word document for their advocates.
Then, those professional copy-and-pasters have to compose an e-mail and circulate the Word
document among their employees.
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.
“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.
“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
“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.
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.