Marketers know they must measure the impact of their programs and campaigns. In order to determine success you have to have a baseline of data to rely on to back up your story. This data will help you understand exactly what tactics are producing a reaction from your audience, and which ones need to be modi ed in order to generate more results. Most importantly, the data you’re measuring (regardless if it is clicks, share of voice, engagement, traffic, etc.) will then allow you to determine what outcomes you’re achieving and how they align with the business objectives of the company.
Employee Advocacy is no different than any other marketing campaign. It is critical to track every send, view, share, like, and reaction, but even more important to tie those data points back to your goals and KPIs. You must be able to easily turn your data into a compelling story, and explain it in a way that your colleagues and C-Suite will understand. Doing so will allow you to declare your program a success and obtain the internal buy-in you need to expand your efforts.
78% of CMOs believe that marketing will undergo fundamental change over the next 5 years. This change will be driven by analytics, as well as digital and mobile technologies. (Source: Accenture)
Capturing data is easy, understanding data is challenging. Any Employee Advocacy vendor can provide basic stats on content, users, and their audiences. However, telling a story with those stats requires a deep understanding of the data you’re collecting. Because of the difficulty in that, your story is often left untold, making it hard to realize just how successful your program is, and potentially leaving value on the table.
There are three parts to an Employee Advocacy program that contribute to overall program success. Each of these parts, although independent, are highly correlated and require upfront planning to ensure your infrastructure is in place to drive success. The three parts of program success are simply:
Most Employee Advocacy programs focus solely on the first two portions of program success: adoption and participation, but don’t tie these back into the actual business objectives. There are two reasons for why this happens:
What happens with either of these two options is that data is limited, or your data is fragmented amongst different enterprise services and you can’t connect the dots to tell a story. You don’t want to be in a position where you are unable to measure program success all the way to program objectives. This is why upfront planning is so important as you will be able to identify and assess your specific business needs and make sure the dots are connected from beginning to end before launching your program.
In this ebook, you will learn how to measure Employee Advocacy, by extracting the data you need in order to tie it directly to the business outcomes your company wants to achieve.