Qubist CEO, Andrew Seel, spoke at the CMA's 'The Future of B2B Marketing' summit yesterday on how B2B brands can build thought leadership through tech-driven employee advocacy programmes to create huge engagement and awareness around their content.
Entitled 'Are your best influencers right in front of you?', Andrew explored how B2B brands can switch on employee advocates to build thought leadership, and drive authentic brand reach and engagement. Audience members learned how to scale up activity with insights into employee advocacy programmes that deliver measurable and sustainable business results. Read more below...
Employees are the new influencers
For years people have been trying to find the best influencers to help generate word-of-mouth about their companies, but Andrew says that they may be looking in wrong place.
Brands are now realising that employees are the new influencers as companies have 1,000s of influencers right in front of them. These employees have genuine connections to their communities and will drive influence and change behaviour. They exhibit a high degree of trust across their networks which drives reach & engagement.
People trust friends and family
According to Neilson 83% of people trust recommendations of friends of family. At the same time, people trust adverts less and consequently there’s been a huge rise in ad blockers. 11.4 million UK internet users use ad blockers with the vast majority blocking ads on smart phones.
The rate of growth in ad blocking presents a real problem for advertisers and marketeers and this is not specific to one age group.
However, 60% of consumers view “a person like yourself” as credible a source for information about a company as a technical or academic expert. Employee advocacy is the marketing approach offering major growth opportunities in 2018.
Scale employee advocacy with new technology
According to MSL Group brand messages are shared 24x more when distributed by employees than by the brand itself. And McKinsey said Word of mouth is the primary factor behind 20-50% of all purchasing decisions.
Your employee audience may be smaller than the big influencers but they have far more trust across their network. The key is to scale it up using the latest technology. With this you can achieve a massive increase in reach and engagement.
So, Andrew says, don’t look behind you - look in front of you.
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
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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