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Beyond Paid Media: How Employee Advocacy drives ROI

[fa icon="calendar"] 27/06/18 15:41 / by Mark Henshall

Mark Henshall

Paid advertising is suffering huge spending cuts as marketers question its relevance and effectiveness for today’s consumer. P&G has cut its agency spend by $750m in the past three years and plans to increase that figure to $1.2bn by 2021.

The exponential rise in ad blockers demonstrates consumers are voting with their feet to experience content in ad-free environments. In an age of transparency and fake news, mass advertising feels ham-fisted and just doesn’t cut it any more. To compound this, paid costs are rising sharply as platforms reach maximum ad load. Facebook CPMs increased by 171% during the first half of 2017 alone according to adstage.

Employee advocacy has gained traction for CMOs as a more direct approach to consumers, which delivers stronger ROI. Below we take a look at how it delivers on the bottom line.

 See 'How employee advocacy increases marketing reach and engagement'

Qube_blogROI

Employee advocacy drives business impact

In an effort to “take back control” in the words of P&G’s Marc Pritchard, more marketing is being moved in-house, and now many brands are following suit. Looking at the value brands can harness internally from their biggest influencers, their own employees, is a fast-growing, cost-effective and profitable opportunity.

When employees share content they achieve double the impact of brand marketing with a click-through rate twice of that seen by their company according to LinkedIn.

Because of this it makes a compelling case for why more brands are adopting employee advocacy programmes.

Consider these statistics:

  • Brand messages are shared 24x more when distributed by employees and reach 561% further when shared by employees vs the same messages shared via official brand social channels, according to MSL Group
  • When a lead is generated through social selling or employee advocacy that lead is 7X more likely to close compared to other lead gen tactics, according to IBM.
  • LinkedIn data shows employees collective networks are 10x larger than their company

Our employees share already - why will an advocacy tech platform help?

Employees are trusted

Another reason more brands are looking to adopt employee advocacy platforms is that employees exhibit a high degree of trust within their networks and can reach consumers brands can’t reach directly.

Empowering employees to share content frequently reaches more people, achieves higher engagement and creates real influence – the ability to cause measurable action.

See 'Employee Advocacy Programmes: What data do we get to measure progress?'

Compared to mass advertisers, employees are significantly more trusted by consumers:

  • Word of mouth is the best form of advertising with 84% of consumers trusting recommendations from friends and family, according to Nielsen.
  • Employees are significantly more trusted than CEOs according to the Edelman Trust Barometer 2018.

Qubist Tip: In just the first 3 months, Iceland Foods generated more than 37 million impressions using the Qubist app.

 Download the Iceland Foods Case Study

The Qubist employee advocacy platform and proprietary Advocate Experience Management methodology allows global brands and businesses to quickly scale measurable word-of-mouth and achieve sustainable results.

Learn more about Qubist: Request a demo today

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Interested in learning what the Qubist platform and our Advocate Experience Management methodology can do for your brand? Get in contact and request a demo today

 

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Topics: advocate marketing, employee advocacy, employee advocacy programme, employee advocacy platform, employee advocacy tool, paid media, Advertising, Digital advertising, ROI

Mark Henshall

Written by Mark Henshall

Mark is our Head of Content. An award-winning content strategist, travel writer and editor with more than 15 years’ experience in travel. I have a very rounded and integrated approach that combines my expertise in editorial and content (confident handling large and complex ventures) with my experience in online PR, SEO, social, conversion, UX and PPC for headline clients.

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