Investing in employee advocacy can be an extremely smart decision for B2B technology businesses, as it has been shown to increase reach and generate more shares.
When you are creating and exploring a new concept, such as employee advocacy, there will undoubtedly be a high level of experimentation involved. In a start-up environment it is to be expected, and to be honest with you, is one of the most exciting and rewarding parts of the process. After all, the bigger the risk, the bigger the reward.
Over the past year or so, we have experimented a lot. Our product, approach, and strategies have all evolved immensely as we've continued to discover what works, what doesn't, and most importantly what our clients want and need to succeed.
One area that is frequently discussed is our target market, the ideal company and industry that will flourish with an employee advocacy program. After all, every company has employees, and you would think they would all welcome increased exposure, impressions, and awareness for their brand. However, we are seeing clear trends in regards to industry, company size, and department as our programs develop. A level of sophistication is usually required on the company's part, and timing is always a key factor.
The biggest blip on our radar, where we are seeing overwhelmingly impressive results, has been within the B2B technology sector. We are currently seeing numerous global B2B technology brands executing a variety of employee advocacy-related programs. The concepts of social selling and employee engagement paired with large numbers of remote employees have driven this trend and the adoption rate and impact of the programs has been impressive to us and the brands involved.
You might be surprised to learn that employees of one company had a 151 percent greater reach than the company's official social channels. Or that user-generated content accounted for 47 percent of all shares within one program, outshining their official news and press releases.
These are the types of results that have us extremely excited about where employee advocacy is headed in the future. It is a big concept that is still in its infancy. Check out these blogs to get a glimpse of our findings. As we uncover more trends and results, we'll be adding to the series and will certainly keep you updated here on ClickZ as well.
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Russ Fradin is the co-founder of Dynamic Signal and a digital media industry veteran with more than 15 years' experience in the online marketing world. Russ co-founded and was CEO of Adify (acquired by Cox for $300 million in May 2008) and co-founded SocialShield. He was also SVP of BD at Wine.com, EVP of Corporate Development at comScore (NASDAQ:SCOR) and was among the first employees at Flycast (acquired by CMGi for $2.3 billion in January 2000). Russ is also an active angel investor in the digital world and is on a number of boards. Russ holds a BS in Economics from The Wharton School, University of Pennsylvania.
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