You know the power of sharing an eye-catching image on your brand’s social media channels – but when you share that image with your brand’s biggest cheerleaders, you can amplify your reach exponentially.
Putting your best content into the hands of your employees, influencers, fans, players and more opens up a world of possibilities. Your brand’s message has the power to reach not only your own network, but all of their individual networks, as well.
We launched a partnership with Greenfly to make it easier for creative teams to distribute content to their best advocates in a matter of seconds.
Now, in a new on-demand webinar, Greenfly Director of Customer Success Ali Samson walks us through how teams find success by working with their all-stars.
Watch the video to find out:
- How to identify your organization’s all-stars
- Tips and tools for engaging your influencers
- How cutting-edge creative teams have boosted their reach exponentially with an influencer-first social media strategy
All Your Questions Answered
Read through the Q&A with Ali to get answers to our questions from the audience, and watch the video above to see it all! Be sure to tweet any more questions @getlibris.
And, be sure to check out more of our Libris Visual Storytelling Webinars.
How do you get influencers motivated to actually share that content? Do you have any ideas for getting people excited to share? Or do you find that people already want to share?
That’s a great question. And I think my followup question of course would be, who’s asking? And who’s your network? Because part of what we do here at Greenfly is really understand who your network is from your company, and then help curate what that process might look like. In most cases, your “influencer” or “advocate” is going to be happy to share good content on your behalf because of the benefits it also provides to that individual. If we’re talking athletes, for example, especially college athletes – they are so eager to get their hands on some great content to share that just by giving them access, it’s pretty great to see how quickly and how much they’ll post. If we’re thinking about employees, that content might look different. But I think that if you’re building a brand and part of your brand is inclusion or people feeling like they’re part of something, then asking them to share on your behalf is really also a benefit to them and it makes them feel included. Depending on who your network is, that answer can look a little bit different.
One other note I’ll add is, going back to our Major League Baseball example, player Pete Alonzo was actually just quoted recently talking a little bit about his content sharing. He did touch on Greenfly,, but I’ll only mention it because he talked about how valuable it is getting content from MLB, not just to post on social, which of course is the most important, but also that he now has it and he shares it with his friends, with his family. I think in particular, his mom, and that’s sort of an intrinsic value that you can give and deliver that might not get that post on social today, but it’s absolutely building a relationship with your network.
Do you see any patterns in the types of photos that brand ambassadors like to share?
Absolutely. Authentic content is key, and we’ve seen that a lot over the really stylized photos or videos that might not feel as on brand to your advocate. And so creating and delivering something a little bit more authentic – something that’s in the moment and super relevant – will make them more likely to post on their channels. If you guys think about all of your social channels and your personal accounts, I don’t know about you, but I am less likely to post something that’s styled or delivered to me versus something that feels authentic and on brand to who I am. As we’re thinking about what we want to share with our advocates, because they’ll want to share it themselves, it’s really what’s going to resonate with them on their social feed — and help to build their brand.
Are celebrities leveraging Greenfly?
Fun question! We work with, as you probably gathered from the examples, everyone from retail store associates to college athletes, to professional athletes and top talent. And I will just say that we have some of, if not the highest profile celebs on Greenfly, which is really fun for us. In the sports world, those examples include names like LeBron James and Neymar Jr.’s team and in entertainment that expands across the world of reality TV, all the way to kind of top shows in the industry. I think that’s what I’ll share for now. 🙂
Do you have any pointers for working with content creators who don’t inherently know what’s relatable or has real value?
I’ll talk about this from two angles. The first is if we’re thinking about the brand, the company, the organization, one huge value of flowing all of this content through a system like Greenfly is the ability to track all of that content. If you are A/B testing what content is going to work well, resonate or even be posted, being able to manage that in one place has been key. If we think about a brand that is sending out an asset or 10 assets out to 100 people in real time, being able to see exactly who is posting that on what channels and how many likes, views, retweets, et cetera, are coming in, in one organized place is really helpful. They can then start to quickly iterate and audit the content that they’re delivering to say, “Okay, of these 10 pieces we sent out, how come 80% of our advocates posted this one but only 20% posted this one?” And they can start to then understand what’s the right kind of content to deliver to their network.
I don’t know that there’s a catch-all answer because it’s so unique to each and every brand. But I think that ability to quickly test and iterate has been super impactful.
And then on the other side, I’ll talk more about the actual content creators here that maybe aren’t part of the brand. In addition to being able to distribute content to these advocates, there’s also of course a play here, especially as we’re thinking about influencers and anyone with a social following themselves, for them to create content for you. Maybe that content will also be posted on their channels, but it’s also an opportunity for you to post it on your own. If we think about some of our brands that we work with, they actually use Greenfly to send out almost a mini, very user-friendly brief. And instead of just sending an email and having a formal partnership in place, which can cause disconnect from the actual content being created, there’s this new ability to deliver the brief in context as they’re creating whatever asset or video for them. This comes to life in a retail brand I have in mind where they send out a brief that is, laying in your specific mattress type bed, tell us a little bit about your sleep routine, why it’s important to you, et cetera, et cetera. By laying out those parameters and maybe even providing examples through Greenfly, usually the results that come in are much more on point and that back and forth of having to ask them to create that 10, 15 more times suddenly disappears.
How do you scale this type of program for B2B companies?
It’s really about who your all-stars are. If you’re a B2B brand that has a network of employees that you think you can activate, then that’s absolutely a way that you could scale this. We work with companies across the board, and I think that specifically as we’re thinking B2B, how can you leverage your internal employees to share content on LinkedIn? Perhaps on other social channels. And that might be for internal advocacy. That might be for HR and hiring. There’s so many different ways that you can leverage this new kind of hub and location to streamline the distribution and creation of content that it’s really not limited based on industry. It’s just understanding who those people are.
Can you think of any other fun use case examples?
We work with a recording label who created an incredible use case for Greenfly. The question was, as their artists are touring nationwide, how do they leverage the right people in the right place to capture content for them and also distribute that content? This network of people that they identified, they call their “creators.” These creators are photographers in some capacity, but they also have an interest in the music or resonate with the tour on hand. If we’re talking about a specific artist’s tour, they’re going to go for a certain subset of these creators across the various cities and what they’ll do specifically is as a show’s going to kick off in a certain city, they’ll leverage one of their creators and maybe even give them some special access. And with that special access, they can get backstage, meet the artist, do all these incredible things and capture content. And that content is being captured and automatically shared out on social for those creators. They’re super excited to share that on their Instagram or maybe on their Instagram Stories, but then they’re also delivering that content through Greenfly, back to the record label. The record label can choose how to use that in many different ways.
