JaimePham,ContentMarketingEvangelist

Changing How Companies Think About Social Content

@jaimelynn09

Contentmarketingisbuildingarelationshipwithaconstituencybyconsistently

deliveringhelpful,

inspirational,orentertaining

content

94%ofB2BMarketersUseContentMarketingasaTactic.Why?

BuildingABrandIntheWorldofSocialContent

WhichChannelHasBetterDistributionPotential?

WhichChannelHasABiggerImpact?

65Comments

310Comments

Brandsarenolongermerelypeddlingproducts;they’reproducing,unearthing,anddistributinginformation-AlexanderJutkowitz,GroupSJR

ChamberofCommerce

Employeesandalumniareproducing,unearthing,anddistributinginformation

Proactively

Reactively

Andsometimesunknowingly

Thenext5years

Organizationsredefine“control”

1.Educatingemployeesontheirprofessionalbrandsotheyare

empoweredtorepresentthemselves,andyour

organization,inatransformativeway

“Originally, we were focused on amplifying our brand messaging and giving employees something to share about our brand on social media.Now, we’ve taken a turn…we’ve transitioned from looking to drive one voice for our brand to giving a voice to every single member of our program. Every one of the few thousand people involved in our employee advocacy program should have their own personal voice and identity, without us trying to mold it into one overarching voice. This empowerment of our employees as individuals is what drives brand authenticity on social media.”

– Nolan Carleton, employee social advocacy at AT&T

2.Empoweringemployeeswithtoolstobetheirowncontent

creators

Meetthenewpressrelease

Anddistributingcontentthatemployeesactuallywanttoshare.

Why?

Youremployee’scombinedconnectionsonsocialnetworksare,onaverage,10xlargerthan

yourcompanyfollowers

Every six pieces of content an employee shares on LinkedIn influences six job views, three

Company Page views, one Company Page follower, six profile views, and two new connections

established

3.Finally,bybeingbraveandtransparent.Puttingahumanface

andnamebehindthebrand

ButWhyLinkedIn?TargetedAudiences

AtScale

ThinkTanks57,000activeUSmembers

CabinetMembersCongressionalStaff

OpinionLeadersinDCBeltway

WhoareOpinionLeadersonLinkedIn?

3.2M Opinion Leaders on

LinkedIn

170K Opinion Leaders in the

DC Beltway on LinkedIn

WhoareOpinionLeadersonLinkedIn?

60%More Likely to Participate

in a Group

Top 10 Groups WASHINGTON DC CONNECTIONS

Social Media MarketingHarvard Business Review

Connect: Professional Women's Network, Powered by CitiExecutive Suite

U.S. Government Relations, Lobbying and Public Affairs (Lobbyist - Lobbyists)On Startups - The Community For

EntrepreneursMedia Professionals Worldwide

Federal Government Contractor Network (TFCN)

The Intelligence Community

BecomingatrustedadvisoronLinkedIn

UnderstandtheEcosystem

UsetheEcosystem

UsetheEcosystem

SelectingContent:UnderstandtheEnvironment

UnderstandtheEnvironment

BeHelpful

Helpingprofessionalsachievetheirgoalscreatesaffinity

BeHuman

AimtoInspire