It’s been coming. Asos finally overtook Marks & Spencer’s market valuation this month in what some described as the UK’s high-street Tesla moment, as the online fashion website usurped M&S, a 133-year old retailing giant.
It’s Asos’s innovative use of marketing with its customers and employees that has captured our attention and helped fuel its trajectory.
Employee advocacy online is transforming the way we think about peer-to-peer influencer marketing and how the people who know your products and services best can give you a huge competitive edge.
An army of engaged employees amplifying your key messages in a personal way, that is relevant and resonates with their trusted networks, is driving leads and conversions as never before.
Here's 5 expert quotes on employee advocacy.
We are now in a new era of influence. Influence 2.0 reflects the changing attitudes to influencer marketing – where customers and employees are valued as driving authentic brand awareness and engagement. Trust is critical in developing sustainable influence, and customers and employees have a high degree of trust within their personal networks.
In the quotes below, we take a snapshot of 7 leaders in the field to get a sense of the opportunities and challenges ahead.
Charu Malhotra is a leader in employer branding marketing. Currently at Ferrero, Charu has
led on employer brand strategy for the likes of Unilever, BP and Primark. We caught up to
talk about how brands are putting their employees at the heart of employer branding
strategies and shaping the future of the way organisations look at HR and recruitment.
Thought leadership is a term often bandied about: what does it really mean?
Broadly, it means adding value. In a world awash with information, it means providing carefully-researched and constructed content that actually gives something of use to your own specific, targeted readers and customers. Or, indeed, if you’re a membership organisation, to your members, or subscribers.
This sits super snugly with new ideas around Influencer Marketing: that your expert B2B brand offers valuable, exclusive content to your customers and/ or employees for them to then share across social media, thus spreading your word to like-minded and trusting others, while also enhancing their own image.
The right thought leadership sensitively delivered can significantly impact on awareness of your brand across your sector. And, critically, on sales.
Doing ‘digital’ has always put the frighteners on some brands that worry, quite understandably, about losing brand consistency as their messaging is created across different social platforms.
In the area of social media employee engagement specifically, these fears seem heightened, as brands believe it will lead to a chaotic situation where multiple interactions dilute rather than strengthen the message, or even worse cause confusion.
Here’s why that just doesn’t need to happen...
The outdoor goods market is big business but consolidation in the market over recent years reflects just how tough it is on the high street. That said, as this piece in Retail Week outlines, there are notable successes. And some lessons on how to succeed in the outdoor market that begin, at home, with employees.
Today, consumers look to personal recommendations – the ‘Holy Grail of advertising’, says Facebook’s Mark Zuckerberg – for advice they can trust.
If you have a good, committed team working for you – or, indeed, loyal customers repeat-shopping – you’re already in an excellent position to capitalise on this.
The new wave of Influencer Marketing is where brands turn to their teams and customers to do some serious advocacy for them.
Big name brands among the financial services, clearly, have a lot to work with – enjoying enormous existing teams of employees, and customers.
We decided to explore some of their approaches.