1.
Integrating Content Marketing
with Employee Advocacy
#SMTLive

2.
#SMTLive
Thank You to Our Sponsor
@EveryoneSocial

3.
#SMTLive
Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
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Presentation window

4.
#SMTLive
Our Speakers
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and
creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is
the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing
for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Lauren Friedman is the head of Global Social Business Enablement at Adobe. She's a social marketing authority, with
extensive experience working with brands to create their social personas, nurture their Facebook and Twitter communities
and curate their social conversations. She is currently working across Adobe functions to enable all employees to be
successful using social media for marketing and relationship building. @lauren_hannah
Chris Hecklinger joins the team with 10 years of Client Success experience in the SAAS space. Prior to EveryoneSocial,
Chris earned his chops at Needle, Adobe, and Omniture where he held key positions that drove significant ROI for
clients like Delta Airlines, Under Armour, American Eagle, and Norwegian Cruise Line. At EveryoneSocial, he’s building
a first class Client Success organization where the customer is at the center of every decision made. When not in the
office, Chris is either planning his next surf trip, losing to his better half at soccer, or playing superheroes with his
three boys. @cdhecklinger
Pam Moore is half marketing, half geek, social media addict, CEO & Founder of Marketing Nutz @MktgNutz, entrepreneur,
speaker, trainer, coach. She has 15+ years of experience helping small startups to Fortune 100 companies, budgets teeny
tiny to big in both B2B and B2C markets build brand awareness, grow new markets, develop communities and master ROI
across all mediums! Industries of expertise include high technology, non-profit & fundraising, green eco-friendly, enterprise
data storage, professional services and storage management, real estate and home building, natural lighting, database
analytics & modeling, online marketing, as well as web 2.0 ecommerce for online retailers. @pammktgnut

5.
Why should we create more content?
@PamMktgNut

6.
People don’t
buy things,
they join
things
@PamMktgNut

7.
Communities Create Markets
Opportunity Harvest
Free
member
Paid
member
Loyal
evangelist
Community Zone Customer Zone
$$
@PamMktgNut

8.
Embrace OPCs
Other people’s community & content
@PamMktgNut

9.
Take advantage of an influencer,
you’ll lose more friends than you
earn. Help someone become
influential & successful, you’ll
have a partner for life! @PamMktgNut

10.
Influencer Marketing
10
Platform Tier 1
Target Market
SegmentsTier 2VIP Tribes
Blog
Twitter
LinkedIn
Facebook
Content
Syndication
Internal
Family &
Friends
Industry
Influencers
Media
Thought
Leaders
@PamMktgNut

11.
Internal
employee
advocates
External
Influencers
Co-Create Content
Find the sweet spot!
• Passion
• SME right topic areas
• Interest in connecting
w/ Influencers
• Desire to serve customers
• Wants to build personal
brand
• Passion
• SME right topic areas
• Top goal is serving
audience
• Interested in co-creating
content
• Has a listening &
engaged audience
@PamMktgNut

12.
• Tap into power of OPC (other
people’s content &
community)
• Decrease time to market /
publish
• Keep content fresh
• Increase social engagement
• Ignite relationships
• Create new marketing and
sales opportunities
• Engage employees who
would normally not
participate
Why Co-created
content?
@PamMktgNut

13.
• Goals & objectives
• Find overlap for external
influencers and internal brand
advocates
• Topics you want to drive
conversation
• Pick the right people for the right
conversations to reach the right
audience
• Bring together content, employee
advocates and influencers to ignite
relationships, deliver valuable
content to target audiences
Know where you’re going & why!
@PamMktgNut

14.
YOU are your brand
• Thought leadership
• Establish, grow &
enhance brand
• Support employer
brand
• Value to career
• Connect with
influencers
• Ignite OPCs
Know Employee
goals
@PamMktgNut

15.
• Planning and goal setting
• Content & conversation
• Identify potential participants
• Advocate external & train
internal
• Recruit & partner
• Develop content / events
• Amplify and distribute
• Tweak, rinse, repeat
Key steps to co-
created content
@PamMktgNut

16.
Bridge social divide
• Co-created content
• Corporate sponsored
events
• Podcasts
• Twitter Chats
• Webinars converted to
Google Hangouts
• Video interviews
• Content syndication
• Cross-functional
teams
@PamMktgNut

17.
Creative…Visionary…Customer-Focused…Innovative…Visual…
BE AUTHENTIC. @lauren_hannah
Adobe’s Approach to Content
Marketing

18.
18
Consumers are 44% more likely
to engage with brands if they
post pictures than any other
medium. - ROI Research
Viewers are 85% more likely to
purchase a product after
watching a product video. -
Internet Retailer
@lauren_hannah

19.
Our brains process visuals 60,000 times faster than text.
@lauren_hannah

20.
Elicit emotion by telling a good story.
@lauren_hannah

21.
21
Be useful by
sharing
videos.
@lauren_hannah

22.
Inspire action with overlays and quotes.
@lauren_hannah

23.
Curate & Create
1. Curate content from
3rd party sites.
1. Gather user-
generated content.
1. Create original
content (blog posts,
images, articles).
1. Showcase brand
value (new product
releases, CSR,
events).
Schedule & Publish
1. Use an editorial
calendar to schedule
content in advance.
1. Use tags to
categorize your
content to later
measure success
against themes.
1. Publish different types
of content at different
times throughout the
day to gauge what
time of day/day of
week garners the
most engagement
Moderate
1. Respond to
customer service
inquiries.
2. Thank customers.
3. Respond to positive
comments.
1. Encourage your
community to
engage with each
other.
@lauren_hannah
HAVE A PLAN.

24.
CURATING
CONTENT
What are your goals?
- Brand Awareness?
- Brand Clicks?
- Socially Active Employees?
75% 3rd party
content
25% branded
What does the team want?
- Where do they get content?
- Relevant RSS, Keywords, Blogs etc.

25.
POSTING THE CONTENT
Facebook, Twitter,
LinkedIn
Proper Hashtag
And
Disclosure Usage
Post Regularly
Proper Posting Times
per Network
@cdhecklinger

26.
1. What content did
employees
share?
2. What content did users
engage with?
3. Am I achieving my goals?
Analyze
Performance
FEEDBACK
FEEDBACK
FEEBACK!
Know what your
employees think
and want
4. What groups are
most engaged with
tool?
5. Who are my Power
Users?
6. Who are my Potential
Group Admins? @cdhecklinger

27.
Big Picture
Ideology
Employee Advocacy allows:
1. Employees to be more knowledgeable
about their company and their industry.
2. Stay engaged at work.
3. Build their brand.
4. Build their networks.
5. Drive measurable results and ROI
@cdhecklinger

28.
THANK YOU!
SEE WHY EVERYONESOCIAL
IS THE PREFERRED EMPLOYEE
ADVOCACY PLATFORM
TO LEARN HOW
EVERYONESOCIAL CAN PROVIDE
YOU WITH THE TOOLS AND TECHNOLOGY
NEEDED TO DEVELOP AN EFFECTIVE
EMPLOYEE ADVOCACY STRATEGY, VISIT
EVERYONESOCIAL.COM OR EMAIL US AT
ADVOCACY@EVERYONESOCIAL.COM

29.
#SMTLive
Our Speakers
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and
creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is
the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing
for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Lauren Friedman is the head of Global Social Business Enablement at Adobe. She's a social marketing authority, with
extensive experience working with brands to create their social personas, nurture their Facebook and Twitter communities
and curate their social conversations. She is currently working across Adobe functions to enable all employees to be
successful using social media for marketing and relationship building. @lauren_hannah
Chris Hecklinger joins the team with 10 years of Client Success experience in the SAAS space. Prior to EveryoneSocial,
Chris earned his chops at Needle, Adobe, and Omniture where he held key positions that drove significant ROI for
clients like Delta Airlines, Under Armour, American Eagle, and Norwegian Cruise Line. At EveryoneSocial, he’s building
a first class Client Success organization where the customer is at the center of every decision made. When not in the
office, Chris is either planning his next surf trip, losing to his better half at soccer, or playing superheroes with his
three boys. @cdhecklinger
Pam Moore is half marketing, half geek, social media addict, CEO & Founder of Marketing Nutz @MktgNutz, entrepreneur,
speaker, trainer, coach. She has 15+ years of experience helping small startups to Fortune 100 companies, budgets teeny
tiny to big in both B2B and B2C markets build brand awareness, grow new markets, develop communities and master ROI
across all mediums! Industries of expertise include high technology, non-profit & fundraising, green eco-friendly, enterprise
data storage, professional services and storage management, real estate and home building, natural lighting, database
analytics & modeling, online marketing, as well as web 2.0 ecommerce for online retailers. @pammktgnut

30.
#SMTLive
Thank You to Our Sponsor

31.
#SMTLive
Win a Free Ticket to The Social Shake-Up!
#SMTLive Audience: Tell us why you want to go to The
Social Shake-Up to be entered for a chance to win.
Tweet: “I want to go to #socialshakeup15 because…”

32.
#SMTLive
Upcoming Webinar
February 3rd
Moving From Screen to Device and Back Again:
The Omni-Channel Experience
Panelists: Carlos Gil, Yuna Park and Banafsheh Ghassemi