Presented by

GROW FROM THE INSIDE THE WINNING SOCIAL MEDIA STRATEGY FOR MID-SIZED COMPANIES

Kelsey MeyerCofounder of Influence & Co.

@Kelsey_M_Meyer

An LeGM Mid-Market at Dynamic Signal

@missankle

Presented by

#DSwebinar @Kelsey_M_Meyer

@missankle

GROW FROM THE INSIDE THE WINNING SOCIAL MEDIA STRATEGY FOR

MID-SIZED COMPANIES

ü  The state of social for mid-sized companies

ü  Many are doing Employee Advocacy, just not well

ü  How to turn the corner, launch and scale

ü  Best ways to train and ensure adoption

ü  How to get started

What You Will Learn

Presented by

#DSwebinar @Kelsey_M_Meyer

@missankle

GROW FROM THE INSIDE THE WINNING SOCIAL MEDIA STRATEGY FOR

MID-SIZED COMPANIES

Social Can be a Struggle

u  Lack of budget

u  Few Resources

u  Low Priority

u  Minimal Bandwidth

u  Overwhelming Options

At mid-sized companies social media is not always the highest priority, making it hard for marketers to drive meaningful results from their efforts.

Presented by

#DSwebinar @Kelsey_M_Meyer

@missankle

GROW FROM THE INSIDE THE WINNING SOCIAL MEDIA STRATEGY FOR

MID-SIZED COMPANIES

Social Strategies That are Hitting a Wall

u  Organic reach is on decline

u  Sponsored posts are expensive and invasive to consumers

u  Company profiles and posts are untrusted and seen as ads

Many of the most obvious methods are less impactful than they used to be. Meaning, marketers must now think outside the box.

Source: Social@Ogilvy

Presented by

#DSwebinar @Kelsey_M_Meyer

@missankle

GROW FROM THE INSIDE THE WINNING SOCIAL MEDIA STRATEGY FOR

MID-SIZED COMPANIES

Why Employee Advocacy is a Go-To Strategy

Benefits to the COMPANYü  Enhanced company culture

ü  Keeps employees more informed/compliant

ü  Drives sales/marketing results

ü  Increases brand awareness

Benefits to the EMPLOYEEü  Opportunity to become a thought leader

ü  Can grow their social presence and audience

ü  Stays more informed/engaged with company

ü  New distribution channel for original content

27% more optimistic about Co future

11X more company content amplification

5X website traffic; 25% more leads

Increase brand awareness by 14X

Drive 20-50% of overall event registrations

Typical Results

Source: Dynamic Signal Client Data

Presented by

#DSwebinar @Kelsey_M_Meyer

@missankle

GROW FROM THE INSIDE THE WINNING SOCIAL MEDIA STRATEGY FOR

MID-SIZED COMPANIES

Employee Advocacy Needs Organization to Scale

Savvy companies are already incorporating employee advocacy marketing strategies within their broader efforts. However, it is typically done manually.

u  Via email or intranet with poor response

u  Unorganized with inability to scale

u  Cumbersome for the employee to engage with

u  No ability to track activity or results

Presented by

#DSwebinar @Kelsey_M_Meyer

@missankle

GROW FROM THE INSIDE THE WINNING SOCIAL MEDIA STRATEGY FOR

MID-SIZED COMPANIES

The Perfect Fit

Employees at smaller companies are primed to be advocates. They are more invested in their work and more likely to truly love what they do.

u  Employees are more engaged

u  Every employee can make an impact

u  More supportive culture internally

u  Collaboration and creativity are encouraged

Presented by

#DSwebinar @Kelsey_M_Meyer

@missankle

GROW FROM THE INSIDE THE WINNING SOCIAL MEDIA STRATEGY FOR

MID-SIZED COMPANIES

A Company Doing it Right

Launched with idea of getting a small group of employees to share content at Dreamforce 2014. The purpose was to drive site traffic to a campaign offer page and increase lead conversation rate.

Several hundred employees sharing

Over 1K shares

300K impressions created

Campaign: 9.6% conversation rate

“Our social media strategy matches our overall marketing strategy of positioning content based on distinct personas. Our campaign resulted in 9.6% conversion rate, which is crazy good. Social is part of the culture. Every employees goes through social media training.“

~ Darren Perucci, Communications Specialist at Domo

Presented by

#DSwebinar @Kelsey_M_Meyer

@missankle

GROW FROM THE INSIDE THE WINNING SOCIAL MEDIA STRATEGY FOR

MID-SIZED COMPANIES

Launch Considerations

For Employee Advocacy to succeed it must be an integral part of the company culture itself. As a company begins to think about launching a formal program they need to consider a number of factors.

u  How social and savvy are my employees?

u  Do I have the content needed to launch?

u  How and who will oversee the program?

u What outcomes/goals do I hope to achieve?

Presented by

#DSwebinar @Kelsey_M_Meyer

@missankle

GROW FROM THE INSIDE THE WINNING SOCIAL MEDIA STRATEGY FOR

MID-SIZED COMPANIES

Train for Success

It starts on day one. As employees are on-boarded and trained they should be made aware that your culture is one that supports the employee’s ability to grow as a thought leader amongst peers

u  Start with the basics. Social Media 101

u  Create/Review Social Media Policy

u  Hands on training is essential

u  C-Suite should lead by example

“During our employee on-boarding we get everyone set up with Dynamic Signal accounts so they can start sharing company content right away.“

~ Kayte Korwitts, Social Media Manager at SurveyMonkey

Presented by

#DSwebinar @Kelsey_M_Meyer

@missankle

GROW FROM THE INSIDE THE WINNING SOCIAL MEDIA STRATEGY FOR

MID-SIZED COMPANIES

Your First Steps

First impressions are important. Give your employees the advantage on day one by arming them with the tools and expertise they need to succeed.

u  Identify your savviest early adopters

u  Choose a key event or piece of content to launch around

u  Time the launch to coincide with a larger campaign

u  Give them space, but plenty of guidance

Presented by

#DSwebinar @Kelsey_M_Meyer

@missankle

GROW FROM THE INSIDE THE WINNING SOCIAL MEDIA STRATEGY FOR

MID-SIZED COMPANIES

About Dynamic Signal

u  Founded in 2010

u  Founders with 20+ years of digital marketing expertise

u  100’s of companies have launched EA programs with us

u  Raised $33 million to date

Presented by

#DSwebinar @Kelsey_M_Meyer

@missankle

GROW FROM THE INSIDE THE WINNING SOCIAL MEDIA STRATEGY FOR

MID-SIZED COMPANIES

Tools for Employees

Presented by

#DSwebinar @Kelsey_M_Meyer

@missankle

GROW FROM THE INSIDE THE WINNING SOCIAL MEDIA STRATEGY FOR

MID-SIZED COMPANIES

Technology for Marketers

ü  Personalized

ü  Automated

ü  Targeted

ü  Member management

ü  Advanced scheduling

ü  Insights & analytics

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