GROW YOUR AGENCY. How Employee Advocacy Increases Client Value and Drives Revenue

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1 GROW YOUR AGENCY How Employee Advocacy Increases Client Value and Drives Revenue

2 1 Adapt to new client demands Today s agencies are challenged with helping clients adapt to the convergence of paid, owned and earned media. That s especially true within the digital and social media landscape. Many are adapting to this new business environment, with progressive firms doing so by building Employee Advocacy programs for their clients. Not only can these programs give agencies a competitive edge, they provide a tremendous opportunity to increase revenue. Increasingly people are getting their information and news from social newsfeeds and our research tells us that no source is trusted more than our peers. Dynamic Signal empowers brands to harness the power and scale of their collective employee base to reach new audiences and tell their stories. At the same time employees become more informed than ever and empowered by that information. - David Armano Global Strategy Director - Edelman

3 2 The challenge with the traditional media model As Forrester points out: Paid media has declining response rates and poor credibility Owned media takes longer to scale and company communications lack trust Earned media is hard to scale and hard to control Since communication budgets typically remain flat, (source: Holmes Report), agencies can can only grow by accessing other budgets like digital marketing. However, they re increasingly earning more by offering measurement and data and content creation services.

4 3 As communications evolve, so must agencies PR, marketing and social media are merging together No matter where people fit within the organization chart, companies will scale communications by harnessing the reach and impact of all employees, not just the executive team PR programs are being run more and more with digital and social marketing technology, automating manual programs and allowing for instant measurement As mobile marketing expands so will social, making both more convenient With security remaining a major concern, companies must overcome hackers and compliance issues to run successful digital marketing programs Content marketing, especially visual content and video, will be increasingly popular, with 51% of professional communicators planning to increase video budgets in 2015 (Source: PR News/PR Newswire survey) People will become smarter about social as a proven digital marketing distribution channel, but they must improve how messages get approved to avoid Twitter snafus Employee Advocacy as a revenue-generating service Social media can bridge owned (blogs, Facebook, etc.), earned (mainstream media, engagement via social) and paid (ads) media. But this requires more than a traditional social program where content is pushed through the client s owned media channels. By adding employees into the mix, clients can build stronger relationships by using their most trusted voices. 1

5 4 A proven model to increase business results Employee Advocacy lets employees receive and post company-approved content to their social networks, transforming them into trusted experts, advocates and contributors. By extending their social media strategies to include employees, companies can boost brand awareness, employee engagement and revenue. Best of all, this authentic form of communication counters the rapid rise of social media as a paid, impression-based advertising platform: 82% of buyers say they trust a company more when its CEO and senior leadership team are active on social media 2 77% of consumers are more likely to buy a product when they hear about it from friends and family 3 Companies with engaged employees outperform those without by up to 202% 4 78% of salespeople using social media outsell their peers not using social media 5 Highly engaged organizations can reduce turnover by 87% and improve performance by 20%

6 5 The new centerpiece of your social marketing strategy Employee Advocacy can deliver the following results for your clients: Increase brand awareness by 14x Increase site traffic by 5x Increase leads by 25% and decrease cost per lead by 13% Increase company content amplification by 11x and content engagement by 700x Drive 20-50% of overall event registration

7 6 Enhance your existing services By running scalable Employee Advocacy programs for your clients you can: Build a content distribution channel for the valuable content you re creating (video, imagery, copy) for clients Extend influencer programs to include employees as trusted brand ambassadors, and scale existing programs to include hundreds, even thousands of employees Translate social engagement into results including measurable business metrics beyond awareness, clicks, likes and comments Save clients money while increasing agency margins With Employee Advocacy, agencies can show brands the value of shifting paid media dollars to digital storytelling through owned and earned media. Automated software platforms lower client costs while value-added content and media strategy services drive margins.

8 7 Why Dynamic Signal Choose the industry leader: We created Employee Advocacy and have more clients than anyone in the category We re global: We offer the only solution with customers on six continents across 15 regions Go mobile: We were first to launch, and continue to lead on ios and Android devices Be compliant: Our technology integrates with clients Single Sign On (SSO) processes Enjoy content targeting and personalization: Our content divisions and machine learning platform tailor the right content to the right person (or group) at the right time based on their preferences Integrate with major business systems: Dynamic Signal works seamlessly with Salesforce Chatter, Bit.ly, Weibo, Adobe Marketing Cloud, IBM Connections and more Leverage the must-have combination: No one else pairs enterprise-grade technology that integrates with your global business processes with an extremely easy to use employee experience Employee Advocacy in action IBM and SAP, both Dynamic Signal clients, saved $2 million each in equivalent paid media. IBM increased owned media traffic to its website through their Dynamic Signal Employee Advocacy program.

9 5 of the top 6 PR agencies partner with Dynamic Signal

10 9 Why Dynamic Signal Dynamic Signal is trusted by agencies large and small, within the paid, earned and owned media space. We are fortunate to be able to count the following agencies among our clients: Dynamic Signal gets our content and news in the hands of the people who matter the most, our employees. It helps us create engaged, proud brand champions--the ultimate competitive advantage. Wendi Smith ~ Managing Director, Agency Communications & Mindshare Dynamic Signal is a powerful and flexible application that we can use in a variety of ways to expand and deepen the level of engagement of our employees on behalf of our clients and the firm. Gary F. Grates ~ W2O Group Employee advocacy is critical for sales and marketing, but it also has a tremendous impact on your overall business. Dynamic Signal has been an extension of my team. They get to know and understand the company, the product, and the culture just as much as we do. Michael Brito ~ SVP - LewisPulse

11 Companies with a formal Employee Advocacy program saw 2X the benefits over those that did not have one. (Source: Hinge Research) Would you like to learn more about how an Employee Advocacy platform will drive value for your company? We would love to show you how Dynamic Signal has powered hundreds of successful programs around the globe. Learn more about how to do this for your company, contact us today. info@dynamicsignal.com Trusted by Over 200 of the World s Leading Brands Reaching a New Audience Is Harder Than Ever - Organic social media is dying - - Content creation is costly & time consuming - - Consumers are overwhelmed with content - Internal Communications is Broken - Employees are disconnected at work - - Many have no or intranet access - - Outdated technologies are not mobile first - Dynamic Signal s VoiceStorm platform solves these challenges by providing employees access to relevant content on any device to discover, view, and share, while measuring the impact and results. Keep employees engaged, connected and informed with the latest relevant brand and industry news. Empower employees to share company content and reach millions of potential customers. Keep your brand safe, on message, and compliant on social media. See results, improve KPIs for marketing, communications, HR, sales and finance. News Sharing Messaging Analytics More dedicated funding towards Employee Advocacy than any other vendor in the category 7 of the top 10 social enterprises are Dynamic Signal customers 5 of the top 6 PR Agencies in the world use Dynamic Signal internally and suggest it for their customers 10B+ impressions generated from external social sharing across all our customers