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Who is Kevin Stewart
I have been in Enterprise Software sales for just over 10 years
Focused on online marketing solutions (specifically social) for the last 6 years.
I am a UT local – Have 3 little girls that keep me busy.
The Problem
People have stopped believing in corporate media (CTR’s continue to decline)
Cost of social ads continues to climb
Need better, more creative and authentic ways to reach prospects
Recognize the need to drive earn media and yet have no way to get it.
FB Organic Reach VS Stock Price
Source http://www.convinceandconvert.com/
Why Employee Advocacy is Growing
The average employee has 1000’s of connections, give them en opportunity to be a brand advocate.
84% B2B purchasers said word-of-mouth recommendations influence their purchase decisions. (DemandGen)
92% of people trust earned media while only 14% trust ads. (Nielson)
50% of B2B buyers say social has a significant role in their purchasing decision. (Demand Gen Report)
60% of B2B purchasing decisions made prior to engaging. (Corp Exec Board)
84% trust
people they know
92%
70%
58%
50%
46 - 47%
40 - 42%
Survey QuestionTo what extent do you trust the following forms of advertising?
92%
70%
58%
50%
47%
40%
33%
30%
Sales correlate with the total number of people who advocate for a brand -- across industries.
• On average, 53% of changes in online and offline sales can be attributed to changes in the number of people advocating for a brand online
• Not the number of online messages or posts about a brand
Monthly Change in Online Promoters v. Monthly Change in Sales
Monthly Change in Total Online Promoters
Mon
thly
Cha
nge
in S
ales
Sources:
Traffic from employee-owned social media converts at a significantly higher rate.
Source: Susan Emerick, “IBM Select Social Eminence Program, 3Q 2012 Measurement Framework Pilot”. September 2012.
Conversion Rate by Traffic SourceIBM - 2012
> 2x Conversion Rate
Conv
ersi
on R
ate
Social Media is ChangingIt is no longer enough to acquire fans and follower… you have to keep them
Engaging content - key to success (branded or curated 3rd party content)• Gary Vaynercuk – “Jab, Jab, Jab, Right Hook”• You have to be willing to give, give give, then ask• “If you are only throwing right hooks, people will duck”
Must have a commitment to listening, focus content on trending topics• Context of the content is just as important as the actual content• Be sure to customize content based on the social network• Think about why the consumer is on the network to begin with
Social is not B2B or B2C – Focus on H2H• If you care about other people, they will care about you• Don’t Spam on Social, is your content something people want to see• Utilize the power of your employees• Most Employees want to share but they do not know social policy
Tips to Creating a Successful Program Identify ambassadors
Roll out in manageable chunks Know you will never get 100% of your employees to participate
Set goals Align to company objectives and other marketing goals
Get Leadership Buy-In & Support
Train Your Employees Train on social, why it’s good for them, how to use, social policies Train on the EveryoneSocial tool (we’ll help)
Content is King Make it interesting & educational and not only promotional Lots of it
Company Benefits Organized curated content for employee sharing, all in one spot
Ability to automate content curation, allow employees to curate too
A Social Seller’s dream
HR recruiting
SEO value
Visibility into: • who shares• what content they share• clicks, engagement & EMV more
Employee BenefitsAppropriate content can be sourced for them
One place for content and sharing
Share via multiple channels in one place
Build their own brand and establish thought leadership
Industry Statistics 84% BtoB purchasers said Word of Mouth recommendations influence their purchase
decisions (DemandGen)
Companies with engaged employees outperform those without by up to 202% (Gallup)
92% of people trust recommendations from friends and family more than all other forms of marketing (Nielson)
50% of BtoB buyers say Social has a significant role in their purchasing decision (2012 Demand Gen Report)
78% of sales people who utilize social outsell their peers (Social Media and Sales Quota Report)
91% of buying cycles for BtoB begin online (Eloqua)
60% of B2B purchasing decisions made prior to engaging (Corp Exec Board)
53% of B2B buyers follow social discussions about vendors they are considering (Top Rank)
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