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Social Media Advocacy 101 How to help your company grow with LinkedIn & Facebook

Social Media Advocacy 101

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Page 1: Social Media Advocacy 101

Social Media Advocacy 101 How to help your company grow with

LinkedIn & Facebook

Page 2: Social Media Advocacy 101

QUESTION:

Page 3: Social Media Advocacy 101

QUESTION:Do you have family members, friends, acquaintances, and/or professional contacts who could benefit from your company’s product or service?

Page 4: Social Media Advocacy 101

QUESTION:Do you have family members, friends, acquaintances, and/or professional contacts who could benefit from your company’s product or service?

i think so-

yes!

Page 5: Social Media Advocacy 101

ANOTHER QUESTION:

Page 6: Social Media Advocacy 101

ANOTHER QUESTION:Are you connected with these people on social media sites like LinkedIn, Facebook, and Twitter?

Page 7: Social Media Advocacy 101

ANOTHER QUESTION:Are you connected with these people on social media sites like LinkedIn, Facebook, and Twitter?

Yup!(skip to slide

34)

Page 8: Social Media Advocacy 101

ANOTHER QUESTION:Are you connected with these people on social media sites like LinkedIn, Facebook, and Twitter?

Yup!(skip to slide

34)

No...I’m not on

these sites(proceed to next

slide)

Page 9: Social Media Advocacy 101

The first step to social advocacy is to set up social profiles

Page 10: Social Media Advocacy 101

Here’s what you need to know about:

Page 11: Social Media Advocacy 101

The world's largest professional network: 300 million strong.

Here’s what you need to know about:

Page 12: Social Media Advocacy 101

The world's largest professional network: 300 million strong.

The best social site for connecting with professional contacts such as past & present colleagues, B2B prospects, industry thought leaders, & more.

Page 13: Social Media Advocacy 101

The world's largest professional network: 300 million strong.

The best social site for connecting with professional contacts such as past & present colleagues, B2B prospects, industry thought leaders, & more.

Build your own professional identity or “personal brand.” This can help establish you as a trustworthy expert in your field.

Page 14: Social Media Advocacy 101

The world's largest professional network: 300 million strong.

The best social site for connecting with professional contacts such as past & present colleagues, B2B prospects, industry thought leaders, & more.

Build your own professional identity or “personal brand.” This can help establish you as a trustworthy expert in your field.

Learn more about prospects and stay in touch with them.

Page 15: Social Media Advocacy 101

The world's largest professional network: 300 million strong.

The best social site for connecting with professional contacts such as past & present colleagues, B2B prospects, industry thought leaders, & more.

Build your own professional identity or “personal brand.” This can help establish you as a trustworthy expert in your field.

Learn more about prospects and stay in touch with them.

Get better at your job by following & reading content from inspirational thought leaders, industry groups, news publications, and more.

Page 16: Social Media Advocacy 101

The world's largest professional network: 300 million strong.

The best social site for connecting with professional contacts such as past & present colleagues, B2B prospects, industry thought leaders, & more.

Build your own professional identity or “personal brand.” This can help establish you as a trustworthy expert in your field.

Learn more about prospects and stay in touch with them.

Get better at your job by following & reading content from inspirational thought leaders, industry groups, news publications, and more.

Share your expertise by writing and sharing articles your audience will find helpful, entertaining, or interesting.

Page 17: Social Media Advocacy 101

The world's largest professional network: 300 million strong.

GOT IT?

Page 18: Social Media Advocacy 101

The world's largest professional network: 300 million strong.

GOT IT?Good.

Page 19: Social Media Advocacy 101

Now, set up your profile

You!

Page 20: Social Media Advocacy 101

Now, set up your profile

You!

Click here for our step-by-step guide to setting up your LinkedIn Profile

Page 21: Social Media Advocacy 101

Social networking for family and friends.

Page 22: Social Media Advocacy 101

Social networking for family and friends.^& businesses too!

Page 23: Social Media Advocacy 101

Social networking for family and friends.^& businesses too!

Connect with family and friends around any topic that is relevant to your network. Sometimes this can even include business content!

Page 24: Social Media Advocacy 101

Social networking for family and friends.^& businesses too!

Connect with family and friends around any topic that is relevant to your network. Sometimes this can even include business content!

If your business sells a product/service that is relevant to people in your Facebook followers list, it might be worthwhile to share content there. Just as long as it is actually helpful & relevant rather than too pushy or sales-y. You don’t want anyone to get annoyed with your brand.

Page 25: Social Media Advocacy 101

Social networking for family and friends.^& businesses too!

Connect with family and friends around any topic that is relevant to your network. Sometimes this can even include business content!

If your business sells a product/service that is relevant to people in your Facebook followers list, it might be worthwhile to share content there. Just as long as it is actually helpful & relevant rather than too pushy or sales-y. You don’t want anyone to get annoyed with your brand.

Facebook last one of the most successful business ad platforms, but that means it’s harder for business pages to get traction (likes & follows) without paying. That’s why it’s more helpful than ever for employees to advocate for their companies using their personal accounts.

Page 26: Social Media Advocacy 101

Social networking for family and friends.^& businesses too!

Connect with family and friends around any topic that is relevant to your network. Sometimes this can even include business content!

If your business sells a product/service that is relevant to people in your Facebook followers list, it might be worthwhile to share content there. Just as long as it is actually helpful & relevant rather than too pushy or sales-y. You don’t want anyone to get annoyed with your brand.

Facebook last one of the most successful business ad platforms, but that means it’s harder for business pages to get traction (likes & follows) without paying. That’s why it’s more helpful than ever for employees to advocate for their companies using their personal accounts.

Though Facebook is a more personal network, there are many groups you can join to gain and share insight related to your company.

Page 27: Social Media Advocacy 101

Social networking for family and friends.^& businesses too!

Connect with family and friends around any topic that is relevant to your network. Sometimes this can even include business content!

If your business sells a product/service that is relevant to people in your Facebook followers list, it might be worthwhile to share content there. Just as long as it is actually helpful & relevant rather than too pushy or sales-y. You don’t want anyone to get annoyed with your brand.

Facebook last one of the most successful business ad platforms, but that means it’s harder for business pages to get traction (likes & follows) without paying. That’s why it’s more helpful than ever for employees to advocate for their companies using their personal accounts.

Though Facebook is a more personal network, there are many groups you can join to gain and share insight related to your company.

Like LinkedIn, you can also use Facebook to follow industry leaders and inspirational thought leaders.

Page 28: Social Media Advocacy 101

Now, set up your profile

Click here for our Facebook’s FAQ on setting

up your first profile

Page 29: Social Media Advocacy 101

&are generally the most important social

networks for B2B brand advocacy.

Page 30: Social Media Advocacy 101

BUT…

Page 31: Social Media Advocacy 101

BUT…If your customers are on other social sites, it’s best to focus your time there.

Page 32: Social Media Advocacy 101

BUT…If your customers are on other social sites, it’s best to focus your time there.

Click to read these articles on other social networks you might be wondering about...

How to Promote Your Business with Instagram

56 Ways to Market Your Business on Pinterest

14 Ways to Use Twitter to Market Your Business

Page 33: Social Media Advocacy 101

Now that you’re all set up...

Page 34: Social Media Advocacy 101

You might be wondering...what is social advocacy anyway?

Page 35: Social Media Advocacy 101

Social advocacyis when employees promote companies on social media.

Source: Social Media Today

Page 36: Social Media Advocacy 101

Social advocacyis when employees promote companies on social media. Most organizations embrace employee advocacy with one of four use-cases in mind:

Source: Social Media Today Source: Social Media Today

Page 37: Social Media Advocacy 101

Social advocacyis when employees promote companies on social media. Most organizations embrace employee advocacy with one of four use-cases in mind:

Awareness

Brand development, community outreach

Source: Social Media Today

Page 38: Social Media Advocacy 101

Social advocacyis when employees promote companies on social media. Most organizations embrace employee advocacy with one of four use-cases in mind:

CampaignsAwareness

Brand development, community outreach

Promotions, products, events

Source: Social Media Today

Source: Social Media Today

Page 39: Social Media Advocacy 101

Social advocacyis when employees promote companies on social media. Most organizations embrace employee advocacy with one of four use-cases in mind:

CampaignsAwareness Support

Brand development, community outreach

Promotions, products, events

Customer service, subject expertise

Source: Social Media Today

Page 40: Social Media Advocacy 101

Social advocacyis when employees promote companies on social media. Most organizations embrace employee advocacy with one of four use-cases in mind:

CampaignsAwareness Support Talent

Brand development, community outreach

Promotions, products, events

Customer service, subject expertise

Recruitment, employer reputation

Source: Social Media Today

Source: Social Media Today

Page 41: Social Media Advocacy 101

What does social advocacy look like?

Page 42: Social Media Advocacy 101

Social advocacy examplesEXAMPLE #1

GOAL: Drive awareness through brand promotion and community outreach

Page 43: Social Media Advocacy 101

Social advocacy examplesEXAMPLE #1

GOAL: Drive awareness through brand promotion and community outreach

Page 44: Social Media Advocacy 101

Social advocacy examplesEXAMPLE #1

GOAL: Drive awareness through brand promotion and community outreach

Page 45: Social Media Advocacy 101

Social advocacy examplesEXAMPLE #2

GOAL: Promote campaigns, products, and/or events

Page 46: Social Media Advocacy 101

Social advocacy examplesEXAMPLE #2

GOAL: Promote campaigns, products, and/or events

Page 47: Social Media Advocacy 101

Social advocacy examplesEXAMPLE #2

GOAL: Promote campaigns, products, and/or events

Page 48: Social Media Advocacy 101

Social advocacy examplesEXAMPLE #3

GOAL: Support prospects and customers by answering questions and sharing insight

Page 49: Social Media Advocacy 101

Social advocacy examplesEXAMPLE #3

GOAL: Support prospects and customers by answering questions and sharing insight

Page 50: Social Media Advocacy 101

Social advocacy examplesEXAMPLE #3

GOAL: Support prospects and customers by answering questions and sharing insight

First half: Second half:

Page 51: Social Media Advocacy 101

Social advocacy examplesEXAMPLE #4

GOAL: Find new talent by sharing job openings

Page 52: Social Media Advocacy 101

Social advocacy examplesEXAMPLE #4

GOAL: Find new talent by sharing job openings

Page 53: Social Media Advocacy 101

Social advocacy examplesEXAMPLE #4

GOAL: Find new talent by sharing job openings

Page 54: Social Media Advocacy 101

Why is social advocacy important?

Page 55: Social Media Advocacy 101

FACT:

Page 56: Social Media Advocacy 101

FACT:60-90% of the buying process happens before any contact is made with sales.(In other words, regardless of your product/service or industry, people are looking you up online and getting 60-90% through their buying decision before making any contact with your company.)

Page 57: Social Media Advocacy 101

FACT:60-90% of the buying process happens before any contact is made with sales.(In other words, regardless of your product/service or industry, people are looking you up online and getting 60-90% through their buying decision before making any contact with your company.)

Page 58: Social Media Advocacy 101

What do people look at when researching your company?

Page 59: Social Media Advocacy 101

What do people look at when researching your company?

● Google (& other search engines)● Articles written about you● Blog posts you’ve written● Your social media pages● Customer reviews● Potentially other things depending

on your specific business

Page 60: Social Media Advocacy 101

When prospects find information about your business online, it’s more compelling when it comes from employees rather than company channels

Page 61: Social Media Advocacy 101

EXAMPLE:Which is more compelling?:

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EXAMPLE:Which is more compelling?:OPTION #1: A positive article about HubSpot shared by the Founder of HubSpot

Page 63: Social Media Advocacy 101

EXAMPLE:Which is more compelling?:OPTION #2: A positive article about HubSpot shared by HubSpot

Page 64: Social Media Advocacy 101

EXAMPLE:Which is more compelling?:OPTION #3: A picture of a tattoo a HubSpot employee got of HubSpot’s logo

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EXAMPLE:Which is more compelling?:OPTION #3: A picture of a tattoo a HubSpot employee got of HubSpot’s logo

NOTE: Though this is an extreme example, it’s pretty compelling brand advocacy, right?

Page 66: Social Media Advocacy 101

FACT:“Members of the general public trust ordinary people like themselves nearly twice as much as they do company CEOs”

Source: Social Media Today

Page 67: Social Media Advocacy 101

FACT:“Members of the general public trust ordinary people like themselves nearly twice as much as they do company CEOs”THat’s why social media/content marketing expert, Jay Baer, calls employee advocates “Human Trust Magnets”

Source: Social Media Today

Page 68: Social Media Advocacy 101

“The people with the potential to be your best advocates already work for you, and in today’s connected world, the most powerful way to bring them into play is via social media. On average, when employees share something – anything – with their social networks, each one reaches 20 times more people than a typical brand sharing with the same number of followers.1

Throw in the fact that members of the general public trust ordinary people like themselves nearly twice as much as they do company CEOs, and you can see why forward-thinking business leaders encourage their people to become brand advocates, using personal social-media networks for business communication. They’re what social-content expert Jay Baer describes as “human trust-magnets” – that’s the true value of employee advocacy.” (SOURCE)

BUT WAIT, THERE’S MORE!

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BUT WAIT, THERE’S MORE!Positive promotion from employees is more trustworthy and valuable than company or leadership-driven posts, AND it’s also seen by WAY MORE PEOPLE.

Page 70: Social Media Advocacy 101

FACT:“On average, when employees share something – anything – with their social networks, each one reaches 20 times more people than a typical brand sharing with the same number of followers.”

Source: Stanford University; Ignite Social Media

vs

Page 71: Social Media Advocacy 101

For most companies, attracting awareness is a top priority because:

more awareness =more leads =more sales =more $$$

Page 72: Social Media Advocacy 101

It’s pretty simple.

Page 73: Social Media Advocacy 101

It’s pretty simple.If you are in any way incentivized to help your company grow, sharing content on your social media sites is a no-brainer.

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It’s pretty simple.If you are in any way incentivized to help your company grow, sharing content on your social media sites is a no-brainer.(Even if you’re not, don’t you want your company to look good? To do well?)

Page 75: Social Media Advocacy 101

So how can you get started?

Page 76: Social Media Advocacy 101

Find out if your company has guidelines and/or recommendations

● Many companies have social media policies about what employees can and cannot say regarding the company and brand on social media - make sure to find out if such a policy exists before posting anything.

● Your company leadership might have ideas about how you can promote the company on your social media sites - check with them to make sure it’s okay and to get their input.

Page 77: Social Media Advocacy 101

If no social advocacy plan exists, you can still be a great advocate

There doesn’t have to be an elaborate strategy for social media advocacy. You can be a champion for your product/brand/culture by simply talking about your company on social media in a positive way.

If your company’s target audience is present amongst your social followers, you may generate a site visitor, lead, sale, or even job applicant. If they’re not a big part of your social following, you’ll at least have reflected positively on your company’s brand.

Page 78: Social Media Advocacy 101

Where Can I Learn More?