Modern marketing means using popular
social media platforms like Facebook and Twitter.
But how can organizations make sure such
marketing is effective, when it's hard to reach or measure the
results?
Behind the scenes of social media are a
million private messages, e-mails, and other chatter that has as
much effect on a brand as public announcements. How can that be
measured, harnessed, and addressed?
To help us navigate the “Dark Social” parts of the net, we’ve
invited
Kerry-Ann Stimpson, Chief
Marketing Officer at
The JMMB Group,
an integrated financial service provider who values and
promotes heart-to-heart connections and authentic, caring
relationships through online media. Kerry-Ann is also the host of
The Internal Marketing
Podcast, where she gives tips and insights about ways
companies can supercharge their brand by focusing on their
employees.
First, we define the idea of the “Dark Social" connection, and the
important role it plays in the way brands are viewed.
Kerry-Ann shares ways to educate your employees so they can play
important roles in building the company's brand - along with
their own! This is best accomplished by giving employees
the freedom and trust to use their voices, and follow their
passions.
Kerry-Ann further gives insights about the ways she's been helping
employees step out of the shadow of their company's brand, and
share their personal experiences. An employee's personal
experiences have great value to a company's reputation, helping
organizations create communities that allow budding
brand ambassadors to connect, learn, and inspire each
other.
Three Key Takeaways:
* Thought leaders should embrace the idea of "dark social"
connections, and build trustworthy allies to carry the
conversation in those places.
* A customer will never be more excited about your brand than
your employees. Thought leadership helps employees get charged up
and eager to share those ideas.
* You may never have the resources to accomplish all of your
marketing goals, but if you create an army of advocates, they'll
help take your ideas further than any marketing budget
ever could.