Understand the profound shift from traditional outbound communications designed to grab our attention (think: sledgehammer) to new inbound marketing activities that engage and bring visitors in (think: magnet). Inbound marketing earns the attention of customers.
- Some years ago, I was working for a Madison Avenue agency,…filming a TV commercial on the back lot…of a Hollywood studio, shooting what appeared to be…the front of a building.…Though in reality, it was a two-dimensional facade.…I would later come to realize that the fake building…was a lot like outbound marketing,…good for catching the eye, but not for much else.…Today, people want depth…in the marketing content they consume.…We want to be engaged; we skip TV adds.…
We doubt open direct mail.…We set up spam filters for our email.…There's no way around it; marketing has changed,…and the old sledgehammer of outbound marketing…has grown less effective day by day.…Fortunately, an alternative has emerged.…Inbound marketing acts like a magnet…attracting people to your brand…by creating lasting relationships and dynamic experiences.…Social media is fueled by interactions,…by people authentically exchanging content…with their communities.…
According to a survey, 78% of us…trust our peers for recommendations,…and word-of-mouth endorsements are 10 times…
As empowered brand ambassadors, social employees hold the power to transform how companies communicate both internally and externally to reach customers. This is a win/win for both company and employee—boosting brand value for the company through authentic communication and increasing exposure and career opportunities for employees. Social employees build their own personal brands and establish themselves as leaders in their field. Here Mark and Cheryl outline the roles empowered social employees can play to transform culture and drive business results, including a five-step pilot social employee plan (called the 5 Ds) designed to help companies to increase internal and external engagement, leads, reputation, and sales. This means a more trusted brand that attracts and retains high-value employees—and that delivers more effective marketing communications in the digital marketplace. This course moves from explaining why it makes sense to create engaged brand ambassadors to how to implement and measure results.
- Shifting from outbound to inbound marketing
- Creating the social employee
- Encouraging social executives and leaders
- Storytelling using social media
- Creating a social employee pilot plan