Adam Fisher
30th January 2018 - 3 mins read
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f course, the regulations, which are supposed to improve data protection for EU citizens, residents and businesses, do have significant implications for brands and the way they communicate with their customers.

But is there another side to the doom, gloom and scaremongering?

Well, at Thirty Seven we believe the changes, which come into force on May 25, present an opportunity for marketers and could be a catalyst for good.

Before the rise of the internet it was very hard for brands to produce content, at least cost effectively.

But as the World Wide Web has gone from strength to strength it has become ever easier for organisations to reach customers.

However, this has come at a cost, because while content marketing has been enjoying a boom, there is little doubt it has been at the expense of quality. There’s now less craft and more churn in the majority of content and all too often what customers receive offers little in the way of value.

Of course what exactly constitutes ‘quality’ content is subjective, vague and elusive. However, Google uses a definition which I believe works as well as any.

Its evaluators use the EAT acronym when ranking website pages. It stands for Expertise, Authoritativeness and Trustworthiness and we believe it is a good model to adopt to ensure content stays ahead of the pack.

So how will GDPR impact the quality of content? Well, by giving people more control of their data they will also have more control of what information they receive.

Brands need to be able to show that consent to receive their information has been “freely given, specific, informed and unambiguous” – ideally this should be achieved through a double opt-in procedure involving a signup process, such as clicking a box, and a confirmation of that instruction by clicking a link in a follow-up email.

Businesses will also have to make it easy for that consent to be withdrawn at any time.

This means that, particularly in the days after the May deadline, many brands will have fewer people on their mailing lists. While there will still be those who argue that size matters, it is surely better to have a more concise list of people who look forward to receiving your content than a larger list of people who are indifferent and don’t really know how or why your emails end up in their inbox.

More importantly, it also means brands will have to work harder than ever to get people to subscribe and sign-up and continue to be happy to receive their content.

And that in turn means content needs to be better quality, targeted, personalised, niche and valuable. In short, content that turns recipients into fans.

Of course, it is possible that some email marketeers will try to duck these regulations or convince themselves that only the really big players will be targeted by GDPR enforcers in the early days, but the risks of non-compliance are eye-watering; a fine which is either four per cent of turnover or €20 million - whichever is the larger.

Another possibility is that organisations may simply reduce their email marketing activity as they struggle to comply with the GDPR May deadline and turn to social media more instead to fill the vacuum.

But to make that approach work they will still need to place greater emphasis on the quality of their social media output, because if customers are going to engage with that content they will again need to feel it has value and is worth sharing.

We are not suggesting that GDPR is going to improve the quality of the internet, but it will give the content you receive in your mailbox a much needed shot in the arm.

 

At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is social media content or a whitepaper.

Marketing

Six benefits of employee advocacy on social media

Adam Fisher 2nd May 2018 — 6 mins read
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hat this means is that ‘employee advocacy’ is more than just some trendy buzzword.

It is something that businesses should strive for on social media and something with lots of possibilities. It is also something which some of the country’s leading brands are already doing as we will show you later.

 

Reach

Arguably the biggest reason to strive for employee advocacy on social media is one of mathematics.

The simple fact is that if your employees share your content it reaches a much bigger audience.

Many of us have Facebook accounts. In fact, there are around 32 million user accounts for that network in the UK alone.

The interesting bit is that the average number of ‘friends’ for a user currently stands at 338.

So, if you have 10,000 employees and just five per cent of them started sharing your company’s social media posts, your content would reach an extra 169,000 people – that’s a lot of extra people who could be seeing your content.

And if you have younger members of staff they will have significantly bigger networks. 27 per cent of 18-29 year old Facebook users have more than 500 friends.

If your employees are on Twitter, the reach is equally impressive. The average user there has more than 700 followers and, if you take out the accounts with more than 100,000 followers, then that average is 453.

If your staff are active on LinkedIn then they could potentially have a bigger audience, as 27 per cent of us have between 500 and 999 connections.

These numbers alone tell you that your employees are one of your most powerful social media marketing tools.

 

Trust

The great thing about your employees sharing your content is that potential new customers are seeing it through people they have a connection with and invariably trust.

In the age of fake news, it is perhaps not surprising that research has shown people’s trust in content on social media is stronger if they know the person who has posted it.

Additionally, the 2018 Endelman Trust Barometer showed that ‘a person just like yourself’ is seen as the third most credible spokesperson, showing that people typically trust their peers.

Tellingly, ‘employees’ also scored significantly higher than ‘CEO’ or ‘Board of Directors’ in the credibility stakes.

This all shows that content is trusted more when it is shared by people rather than broadcast by brands.

 

Industry experts

Not only can your employees help to spread your content and messages on social media to a wider audience, but they can also start to become seen as experts in their field and thought leaders.

The more they share, comment and discuss relevant topics on social media the more they will showcase their expertise and knowledge.

This is a mutually beneficial process. 

The organisation stands out as a brand with talented employees willing to share their thoughts and expertise and as one which is open to new ideas and collaboration.

Meanwhile, the employee benefits by building their personal brand and network, as well as from feeling trusted to talk about key issues.  

 

Empowering

It was only recently that I worked in a place where all employees – other than me who was managing the corporate social media accounts – were denied access to social media channels through the organisation’s computers.

Not only did this not feel particularly trusting, but it was also a largely pointless exercise, as technology had overtaken the decision makers and the vast majority of people had access to smartphones.

I felt at the time, and I still feel now, that a better approach would surely have been to encourage employees to talk about their work on social media channels, blogs and even forums and allow their expertise and passion for their roles to shine through.

 

 

Consistency

Some of your employees may already be posting and sharing stories about your organisation.

But is it what you would want them to share? Does it include the most up to date information, for example?

A more structured approach to employee advocacy will help ensure the right messages get out without losing that all important authenticity.

 

Attractive

Many of us have worked in places, or at least seen job advertisements, for companies that speak eloquently and glowingly about their culture.

But those messages are much more authentic when they come from current employees.

Employee advocacy can, therefore, help you attract the best talent and people who will add value to the organisation and make it more likely you will retain them.

 

Employee advocacy in action

Retailer John Lewis recently carried out an employee advocacy trial.

Just before Christmas around 100 ‘partners’ from six stores were selected to share specific content on Instagram and Twitter.

Using the hashtag #wearepartners, the three-month trial generated nine million impressions.

Meanwhile, Sky is using employee advocacy to showcase its position as an employer of choice. The hashtag #LifeatSky is regularly used by people across the organisation, including some of its big name presenters, to highlight the perks of working for the broadcaster.  

Your employees tell the best stories, they're authentic and you should be encouraging them to share on social media. #employeeadvocacy via: @37agency

 

The challenge

But employee advocacy is not without its challenges and it would be amiss of us not to mention them.

Firstly, employees are going to need some great content to share, so a solid content marketing strategy needs to sit behind this approach.

Another issue is that while some people will embrace this enthusiastically, others will be more reticent. One of the biggest factors here is a fear of doing or saying something wrong which could see them face disciplinary measures. The key to tackling this particular challenge is to have a clear social media policy and guidelines in places.

Others may not feel motivated to share content, so it is important that personal benefits, such as wider personal networks and the development of their own personal brand, are explained to them.

It is also important that leaders buy-in to employee advocacy and lead by example. If they are not active on social media and are not sharing content why should the employees? It is particularly important that middle managers, who are often more visible than the senior leaders, embrace the programme.

Finally, there is the issue of trust. As I hinted at earlier when discussing my own experience at a previous employer, if you can’t trust your employees to have access to social media at work then you can’t realistically expect them to share your social media output.

 

At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging, informative and shareable so you gain brand awareness and engagement whether it is social media content or a Whitepaper.

Additionally, our sister company Media First offers bespoke social media training courses

Aimee Hudson
20th March 2018 - 4 mins read

Every company wants to be an authority in their sector - those that engage the media usually are

Media First designs and delivers bespoke media and communications courses that use current working journalists, along with PR and communications professionals, to help you get the most from your communications plan.