By Admin 2019-10-17 07:06:40 2 Comments Technologhy, Design

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:

  1. So they can see how much the impact of their efforts: currently they’ll only be able to see the effect in terms of engagement (e.g., likes/ favorites, comments/replies, and reshares). However, a social analytics tool can also tell you the impact regarding reach and impressions, sentiment, etc.
  2. So they can see how their efforts fit in the overall brand scope (e.g., how many of their shares have contributed to more sales? How many of their shares have helped increase total traffic to your site?)
  3. So they can learn from what worked and what didn’t.

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:

  • What metrics to track
  • Why you want to follow those metrics
  • How to track those metrics
  • Who to report those metrics to

Here are a few examples of metrics you can track, to get you started:

  • Traffic driven
  • Sales and ROI
  • Employee conversion rate (how many of your employees have “converted” to being advocates?)
  • Employee activity (who are the most active advocates? How often are they engaging?)
  • Employee influence (how has this programme helped boost your employee’s online influence?)
  • Impact of advocacy (how does employee advocacy affect your online channels? This can be anything from follower/fan growth to general engagement towards your accounts and digital assets)
  • Sentiment change (towards your brand; this can also have a direct impact on your brand’s NPS score)
  • Reach (is employee advocacy boosting your organic reach?)
  • Demographics change (are you noticing a shift in demographics due to employee advocacy? Are your employees bringing in a new group of fans and followers?)

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

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2019-12-23 10:24:50

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