While it’s easy to see how you can benefit from employee advocacy, this raises a question: how do employees benefit?
Give your employees something exclusive, some
thing their friends and followers can’t get anywhere else. Enable your employees to be the go-to person in their circles for any information and content related to your brand. It’s likely that your employees’ friends already approach your employees if they have an issue with your products and services, yet chances are your employees will either refer them back to your website or your help desk, or give them the same information they can find on your site. Your employees shouldn’t be a stepping-stone or an extra-step to the current process – they should be an enabler.
As for perks, whether you choose to give out bonuses, exclusive access to events, “virtual badges” (like on Foursquare) or internal recognition, the size and potential of these perks are purely limited by budget, company policies and imagination – without going overboard, of course. If you don’t know where to start, why not crowdsource a few ideas from your employees?
How To Measure Employee Advocacy:
Lastly, let’s have a look at analytics and the best ways to measure employee advocacy.
As useful and rewarding as employee advocacy can be, it can quickly get out of control if you let it run without measuring it. Track how it’s performing, as that’s the only way you can tell whether it’s working or not. Then, share the results with your employees, mainly for three reasons:
You need to measure advocacy. Unless you have a clear way of identifying and measuring advocacy, you should not start an employee advocacy program.
So, what can you measure? There are so many metrics you can track, and that is precisely the reason why you need to focus on those that are more relevant to you. These metrics can have an impact on several aspects, from engagement to reach, from sales to ROI and beyond. Once you’re ready to choose the best parameters for you, make sure you’re clear on:
Here are a few examples of metrics you can track, to get you started:
Last but not least, I recommend merging these metrics with your existing sales metrics. This will make it easier for you to prove the ROI of employee advocacy, which you may have to report on eventually.
Earned media is an important metric to look at, but sometimes you’ll have to justify paying for an employee advocacy tool, or perhaps just the need and power of social media.# Moblie # Work # Marketing
15 May, 2018