social content for corporate communications
TRANSCRIPT
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JaimePham,ContentMarketingEvangelist
Changing How Companies Think About Social Content
@jaimelynn09
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Contentmarketingisbuildingarelationshipwithaconstituencybyconsistently
deliveringhelpful,
inspirational,orentertaining
content
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94%ofB2BMarketersUseContentMarketingasaTactic.Why?
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BuildingABrandIntheWorldofSocialContent
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WhichChannelHasBetterDistributionPotential?
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WhichChannelHasABiggerImpact?
65Comments
310Comments
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Brandsarenolongermerelypeddlingproducts;they’reproducing,unearthing,anddistributinginformation-AlexanderJutkowitz,GroupSJR
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ChamberofCommerce
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Employeesandalumniareproducing,unearthing,anddistributinginformation
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Proactively
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Reactively
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Andsometimesunknowingly
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Thenext5years
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Organizationsredefine“control”
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1.Educatingemployeesontheirprofessionalbrandsotheyare
empoweredtorepresentthemselves,andyour
organization,inatransformativeway
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“Originally, we were focused on amplifying our brand messaging and giving employees something to share about our brand on social media.Now, we’ve taken a turn…we’ve transitioned from looking to drive one voice for our brand to giving a voice to every single member of our program. Every one of the few thousand people involved in our employee advocacy program should have their own personal voice and identity, without us trying to mold it into one overarching voice. This empowerment of our employees as individuals is what drives brand authenticity on social media.”
– Nolan Carleton, employee social advocacy at AT&T
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2.Empoweringemployeeswithtoolstobetheirowncontent
creators
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Meetthenewpressrelease
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Anddistributingcontentthatemployeesactuallywanttoshare.
Why?
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Youremployee’scombinedconnectionsonsocialnetworksare,onaverage,10xlargerthan
yourcompanyfollowers
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Every six pieces of content an employee shares on LinkedIn influences six job views, three
Company Page views, one Company Page follower, six profile views, and two new connections
established
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3.Finally,bybeingbraveandtransparent.Puttingahumanface
andnamebehindthebrand
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ButWhyLinkedIn?TargetedAudiences
AtScale
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ThinkTanks57,000activeUSmembers
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CabinetMembersCongressionalStaff
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OpinionLeadersinDCBeltway
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WhoareOpinionLeadersonLinkedIn?
3.2M Opinion Leaders on
170K Opinion Leaders in the
DC Beltway on LinkedIn
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WhoareOpinionLeadersonLinkedIn?
60%More Likely to Participate
in a Group
Top 10 Groups WASHINGTON DC CONNECTIONS
Social Media MarketingHarvard Business Review
Connect: Professional Women's Network, Powered by CitiExecutive Suite
U.S. Government Relations, Lobbying and Public Affairs (Lobbyist - Lobbyists)On Startups - The Community For
EntrepreneursMedia Professionals Worldwide
Federal Government Contractor Network (TFCN)
The Intelligence Community
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BecomingatrustedadvisoronLinkedIn
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UnderstandtheEcosystem
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UsetheEcosystem
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UsetheEcosystem
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SelectingContent:UnderstandtheEnvironment
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UnderstandtheEnvironment
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BeHelpful
Helpingprofessionalsachievetheirgoalscreatesaffinity
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BeHuman
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AimtoInspire
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