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

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


Employees Role Matters


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

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

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