First things first: What is advocacy? People love to express themselves, and one of the many ways of doing so is through the things they buy. From the clothes they wear to the food they eat, people assign deep meaning to the brands they love because they help them form their identities.
Understanding this concept is the key to a successful business model. Your brand sells more than just a product – it sells meaning. Building a community around this meaning attracts more customers, and there is no better way to begin building that community than through an advocacy programme.
The data of your employee advocacy programme: what’s important?
There is a big difference between looking at analytics in a direct marketing perspective and an employee advocacy perspective
- Direct marketing: All about REACH. Trying to target as many people possible in a chance to hit your target to conversion. This effort in form of social ads costs quite some money to generate the reach or target audience needed to make it worthwhile.
- Advocacy: To define success we measure the number of people invited to share vs number of people shared. And the number of direct hits to the landing page (unique hits).
Because of the algorithm changes in social media, it’s worth taking a look at employee advocacy as an investment in your marketing budget.
What channels are working the best for employee advocacy?
After analysing the data from all the campaigns sent via Social Seeder. Our biggest lesson is to always leave the door open for every social channel.
An ambassador needs to be free in choosing the right channel for him. Networking professionally should not be a problem on Facebook. And making a casual post on LinkedIn works as well.
Here is a breakdown of all the channels advocates prefer to use:
It’s also interesting to look at the impact those channels generate (where do the clicks come from?). We do this by checking the number of hits those channels provided.
Now we can clearly see that, for instance, Facebook is giving the biggest return on posts vs hits. Twitter, however, is a having a hard time to keep up. This might be due to the fact that people keep posting on Twitter but read it a lot less than before.
Best times to share content with your ambassadors
Every company’s culture is very different and each one has its own best practices on which timings work best to share content.
In order to figure out which times work for you, you should ask yourself the following questions:
- Does everyone have the availability to check emails during working hours?
- Do people subscribe to you with their personal or work email?
- Personal behaviour: when do your ambassadors have the time to read?
We have taken a look at the times that are performing better for companies using our platform and this is what we got:
The best performing days are Wednesdays, Tuesdays and Fridays. Mondays and Thursdays are in a middle zone and Saturdays are definitely the worst days to share according to the campaigns sent through Social Seeder.
The importance of A/B testing
If you are working with data and want to extract your own learnings, it is important to have data diversity and A/B test your campaigns. Here are a few tips:
- Do you want to know what timing works for you to send out content? Try to send out on different dates to the same group of ambassadors.
- Do you want to know what kind of content works best for your advocates? Try a campaign with video content vs static content. Or try different themes(corporate content vs Human content, etc.).
- The tone of voice: straightforward vs casual funny. See what works best for your ambassadors.
- Experiment with the size of your copy.
- Social Seeder: Your all-in-one tool where we help you understand, translate into action and present all your gathered data.
- Excel: The best friend and most feared enemy of all marketers. Personally, I use this to ‘prepare’ data.
- PowerBI: Gives you drag and drop abilities to visualize all your data.
Data is the keystone to find proof in all strategic decisions you take. But also to create new insights relating to pieces of the puzzle you did not see before. Remember: “To measure is to know!”. No matter how small or big your project is.