Post by account_disabled on Feb 24, 2024 5:44:04 GMT -5
Working in terms of brand awareness , implementing influencer marketing programs , involving customers in advocacy marketing strategies , increasing participation in events... but not only that: when dealing with companies characterized not only by their large size but also by "a certain corporate culture", you can think of working with a new and very precious resource, the employees. New only because successful case studies of employee advocacy programs are relatively recent and, unfortunately, still too rare. Brand Advocate and Brand Ambassador: a little clarity on the terms Brand Advocate Brand Advocate is someone who reports, recommends and invites to report, recommend a brand - but also a product or service - by virtue of the credibility and trust that is recognized by his audience with respect to that brand. Doing Brand Advocacy therefore means activating word of mouth and consensus, triggering collective actions, with the aim of improving the reputation and awareness of the brand. In the digital field, the "places" of Advocacy are naturally social media: those who, in the social field, invite, report and involve groups of people (friends, fans, followers,..) are doing Social Media Advocacy.
A company's Brand Advocates can be: satisfied customers; fans and followers; bloggers and social Middle East Phone Number List influencers; the employees With respect to each of these, the company implements different actions and activities to recognize them, involve them and "stimulate" them to share. Employees who are active on social media , and therefore credible and recognized by their audience as competent and entitled to specific contents, can, or rather must, be involved by the company in specific Social Employee Advocacy programs . Brand Ambassador is the passionate customer, the user of that product and/or service, who joins the brand's Ambassador program by committing to activating word of mouth, sharing contents on his network of contacts, creating posts, expressing opinions on social media, etc…: he must declare that he carries out this role on a voluntary, unpaid basis and that he is not an employee of the company . Trust as a marketing lever It is obvious and intuitive that the ability to involve and activate social contact with respect to a content is directly proportional to the degree of trust established, in practice by the value of the relationship and therefore of the " recommendation" .
And who do we trust? Above all from friends and family (Nielsen research has revealed that 92% of consumers trust the recommendations of friends and relatives more than any other form of advertising) but also from sector experts, the company and its employees (77% % of consumers are more likely to buy a product when they hear about it from someone they know). But let's go back to our employees and, having noted that they are precious for the trust they enjoy with their community regarding company issues, let's start doing some math. Some studies from a few years ago (DMR Study – 2015) verified that on average an employee has 846 connections on their social networks. Let's say that these values are decidedly underestimated today, both due to the constant growth of digital and the pandemic effect, but let's take this into account because this data will be useful to us later to make an interesting calculation on the yield of a social employee advocacy program . The Employee Advocacy program Social Employee Advocacy We could define social employee advocacy as something more than a new social media marketing tactic: it evidently involves different company functions - from marketing, to customer, to human resources... - and develops in several phases , each of which must necessarily be regulated and measured : Content Curation: the team of employees involved in the program must be able to select, collect and organize company content relating to a specific topic or thematic area; Sharing.
A company's Brand Advocates can be: satisfied customers; fans and followers; bloggers and social Middle East Phone Number List influencers; the employees With respect to each of these, the company implements different actions and activities to recognize them, involve them and "stimulate" them to share. Employees who are active on social media , and therefore credible and recognized by their audience as competent and entitled to specific contents, can, or rather must, be involved by the company in specific Social Employee Advocacy programs . Brand Ambassador is the passionate customer, the user of that product and/or service, who joins the brand's Ambassador program by committing to activating word of mouth, sharing contents on his network of contacts, creating posts, expressing opinions on social media, etc…: he must declare that he carries out this role on a voluntary, unpaid basis and that he is not an employee of the company . Trust as a marketing lever It is obvious and intuitive that the ability to involve and activate social contact with respect to a content is directly proportional to the degree of trust established, in practice by the value of the relationship and therefore of the " recommendation" .
And who do we trust? Above all from friends and family (Nielsen research has revealed that 92% of consumers trust the recommendations of friends and relatives more than any other form of advertising) but also from sector experts, the company and its employees (77% % of consumers are more likely to buy a product when they hear about it from someone they know). But let's go back to our employees and, having noted that they are precious for the trust they enjoy with their community regarding company issues, let's start doing some math. Some studies from a few years ago (DMR Study – 2015) verified that on average an employee has 846 connections on their social networks. Let's say that these values are decidedly underestimated today, both due to the constant growth of digital and the pandemic effect, but let's take this into account because this data will be useful to us later to make an interesting calculation on the yield of a social employee advocacy program . The Employee Advocacy program Social Employee Advocacy We could define social employee advocacy as something more than a new social media marketing tactic: it evidently involves different company functions - from marketing, to customer, to human resources... - and develops in several phases , each of which must necessarily be regulated and measured : Content Curation: the team of employees involved in the program must be able to select, collect and organize company content relating to a specific topic or thematic area; Sharing.