Le recours à un programme d’Employee Advocacy est une tendance marketing qui se développe de plus en plus et qui ne concerne pas ou plus uniquement les grandes entreprises actives en B2C.
Un programme d’employee advocacy consiste à utiliser vos collaborateurs comme canal de communication, à les transformer en avocats, en ambassadeurs de votre marque sur les médias sociaux. Le principe est simple : on leur soumet des contenus et ils les partagent vers leur propre réseau. La pratique offre de nombreux avantages pour l’entreprise mais également pour les collaborateurs : visibilité, ROI, confiance, réputation, crédibilité, rétention du personnel, employer branding, personal branding…
Employee Advocacy : une alternative à l’achat média en ligne
On ne va pas vous dire que, aujourd’hui, les réseaux sociaux sont un canal essentiel dans votre marketing mix, vous le savez déjà. (ndla : Si vous ne le saviez pas, arrêtez votre lecture et contactez-nous immédiatement pour rencontrer un de nos experts en marketing digital.) Si vous êtes actifs sur les médias sociaux, si vous avez une page Facebook ou LinkedIn pour votre marque et que vous y partagez vos contenus, vous savez également qu’y atteindre votre cible est de plus en plus compliqué ou de plus en plus cher.
A l’instar de Google et de son moteur de recherche, Facebook et les autres médias sociaux ont misé sur cette bonne vielle publicité (fût-elle native) pour monétiser leur audience. Par conséquent, depuis plusieurs années maintenant, le reach, c’est-à-dire la portée organique de nos publications de pages ne fait que diminuer. Si, en 2010, une de mes publications sur Facebook pouvait atteindre entre 35 et 40 % des fans de ma page, fin 2016, c’est la bérézina. La chute est spectaculaire, comme le montre ce graphique :
Nous sommes donc, nous annonceurs, contraints de recourir aux tweets et autres actualités sponsorisés. Et, il faut bien l’avouer, ça peut coûter un bras, une jambe et même parfois les deux. Bien sûr, vous allez me dire que si le ROI est au rendez-vous, ça ne pose pas de problème puisqu’on rapporte plus d’argent qu’on en dépense. Certes. Loin de moi l’idée de vous dire d’arrêter de sponsoriser vos publications sur les médias sociaux ou de miser sur des mots clés sur AdWords. Continuez !
Ce que je veux faire passer comme idée, c’est qu’un programme d’Employee Advocacy peut offrir un ROI bien plus important et bien plus varié que celui de la publicité en ligne. Rien qu’en termes de reach potentiel, la somme des contacts de vos collaborateurs dépasse en général largement la somme de vos fans.
La confiance comme moteur des résultats
Vos clients, tout comme vous, font plus confiance aux gens qu’aux marques ! Il est donc important que vos employés partagent vos contenus parce qu’ils ne sont pas des vendeurs et jouissent, face à leurs contacts, de plus de crédibilité que votre marque. Cela est corroboré par l’étude Nielsen Global Online Consumer Survey qui montre 90 % des consommateurs font confiance aux recommandations de leurs contacts sur les médias sociaux alors que seuls 33 % d’entre eux font confiance aux publications des marques. Un rapport de Social Media Today confirme que les publications des employés reçoivent 8 fois plus d’engagement (likes, commentaires, retweets et partages) que les publications de la marque.
Ok, mais vous allez me dire qu’il faut encore que les employés de la boite soient d’accord de partager des contenus marketing…
Selon l’étude Social Media Around the World 2011 d’InSites Consulting, 2 employés sur 3 sont fiers de l’entreprise pour laquelle ils travaillent. Par contre, seuls 19 % d’entre eux partagent des contenus de la marque sur les médias sociaux alors que 60 % des collaborateurs voudraient de l’aide de leur employeur pour partager des contenus pertinents. Cela veut dire que, globalement, les employés d’une entreprise constituent un potentiel inutilisé et que vous feriez bien de les activer !
La promotion de la marque sur les médias sociaux n’est plus une activité réservée au seul département marketing ! Click To Tweet
J’écrivais plus haut que le ROI d’un programme d’employee advocacy pouvait être varié. En réalité, un tel projet profitera à toute l’entreprise et particulièrement au département des ressources humaines. Non seulement les RH pourront profiter de la pratique pour demander aux collaborateurs de partager les offres d’emploi de l’entreprise mais, en outre, cela générera des bénéfices collatéraux non négligeables liés à la satisfaction, à l’engagement et à la motivation des employés.
Un programme d’employee advocacy ne doit donc pas être uniquement piloté par le département marketing. Le département RH doit soutenir activement la démarche parce qu’elle peut également l’aider à atteindre ses objectifs : recruter mieux et plus vite, retenir les talents, augmenter la confiance des employés envers l’organisation…
Comment lancer un programme d’employee advocacy ?
Un projet d’employés-ambassadeurs est donc un projet d’entreprise, un projet de transformation digitale de l’entreprise qui la fera basculer entièrement dans le monde numérique des médias sociaux. Il vous faudra donc, en plus de la participation du département RH, le support de la direction générale.
La condition préalable, l’étape zéro avant de lancer un programme d’ambassadeurs, c’est bien sûr d’avoir déjà mis en place une stratégie de content marketing. En effet, avec ou sans programme d’employee advocacy, votre contenu (articles de blog, white papers, infographies, vidéos…) est le carburant de votre stratégie social media.
Dès le départ, vous devrez inclure une composante Web Analytics qui vous permettra de mesurer l’impact de votre programme sur les résultats de votre marketing digital.
Start small, think big. Click To Tweet
En termes d’approche, je vous conseille d’y aller de manière lean, progressive. Commencez par un petit groupe de collaborateurs motivés et déjà actifs sur les médias sociaux. Cette étape vous permettra de démontrer un ROI à votre management et de créer une dynamique au sein de l’entreprise qui fera des émules. Ensuite, une fois que vous avez des résultats en termes de nouveaux leads ou de nouveaux prospects, élargissez le programme à plus de collaborateurs voire directement à toute l’organisation.
Pour cela, il vous faudra une charte d’utilisation des médias sociaux. Cette Social Media Policy devra rester simple et aura pour but de soutenir les collaborateurs dans la démarche. Elle devra inclure des bonnes pratiques et des conseils. Il vous faudra également communiquer clairement la ligne éditoriale et votre calendrier éditorial à vos collaborateurs afin que ceux-ci soient bien alignés et bien informés des attentes que vous avez par rapport à leur participation.
L’avantage principal et immatériel pour les employés dans ce projet est que celui-ci participe à améliorer leur personal branding, leur image sur le web en tant que professionnel. Vous avez donc, tout intérêt à aider votre personnel à adopter une image consistante. Plusieurs fois, par exemple, l’entreprise pour laquelle je travaillais a offert une séance photo avec un photographe professionnel. De cette manière, la plupart des collaborateurs disposent d’une photo de profil très pro sur les médias sociaux et cela donne un sentiment d’uniformité. Faites-le, ils vous en seront reconnaissants.
Pour aller plus loin, et ceci est bien sûr valable pour votre stratégie de content marketing, mettez en avant vos collaborateurs en les faisant participer à la création du contenu. Cela renforcera encore leur marque personnelle en mettant l’accent sur leur expertise. Invitez-les à rédiger des articles ou à participer à la création de ceux-ci. Cela peut se faire à travers des interviews par exemple, car il est bien évident que tous n’ont pas les capacités rédactionnelles les compétences en termes de conception graphique nécessaires. Vous aurez donc toujours un rôle à jouer en tant que département marketing.
Employee Advocacy Platforms : les MarTech au service de vos objectifs
Parmi l’océan des technologies marketing disponibles aujourd’hui, il existe plus d’une cinquantaine de solutions qui peuvent supporter un programme d’employés-ambassadeurs de la marque. Les principales ou les plus connues sont HootSuite Amplify, GaggleAmp, Falcon Social, Linkedin Elevate, Smarp, Social Seeder, Social Dynamite, Sprinklr, ou encore Bambu by Sprout Social.
Ces plateformes d’amplification sont nombreuses et disposent toutes de fonctionnalités, d’interfaces et de prix différents. Faire un choix n’est donc pas forcément évident mais je vous propose d’aborder ce sujet dans un prochain article.
Néanmoins, il y a une composante qui me semble très importante pour augmenter encore l’engagement de vos collaborateurs dans votre programme d’employee advocacy : la Gamification. On en parle à toutes les sauces mais il est clair que, dans l’environnement professionnel actuel, la gamification est une approche qui apporte des résultats probants. En récompensant vos collaborateurs pour leur participation, vous susciterez une dynamique positive et une volonté chez chacun de devenir l’ambassadeur du mois/de la semaine/de l’année. Il ne faudra donc pas négliger cet aspect lors de votre choix de technologie.
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