Podcast Summary: Social Media Marketing Podcast – Episode on Employee-Generated Content: Creating a Video First Strategy

Episode Details

• Title: Employee-Generated Content: Creating a Video First Strategy
• Host: Michael Stelzner, Social Media Examiner
• Guest: Melissa Laurie, Founder of Oysterly Media
• Release Date: May 15, 2025

Introduction

In this episode of the Social Media Marketing Podcast, host Michael Stelzner delves into the powerful realm of employee-generated content (EGC) with guest Melissa Laurie, a short-form video content expert and founder of Oysterly Media. The discussion centers around strategies for businesses to harness the creativity of their employees to produce engaging video content that enhances brand presence and drives marketing success.

The Importance of Employee-Generated Content

Melissa Laurie underscores the evolution and necessity of EGC in modern marketing strategies. She identifies three primary reasons why businesses should invest in employee-generated content:

1. Activating Employee Engagement

   • Quote: “77% of employees are actually disengaged from at work. And this is costing the global economy $8.8 trillion.” (02:52)
   • Insight: Engaging employees through content creation not only boosts their morale but also fosters a more dynamic and motivated workforce.

2. Attracting Top Talent

   • Quote: “58% of job seekers are now searching on social media for information about a prospective employer.” (04:00)
   • Insight: EGC provides an authentic glimpse into company culture, making organizations more attractive to potential high-quality hires.

3. Amplifying Products and Services

   • Quote: “Instead of outsourcing, creating all this video content, you could actually work with people internally in your business to talk about their favorite product or service and really start to activate their voices.” (05:50)
   • Insight: Leveraging employee voices can enhance product visibility and credibility, serving as a cost-effective alternative to traditional advertising.

Michael Stelzner summarizes these points effectively:

“Number one, this gets your staff activated so they're not complacent... Number two is that is seen by future hires... and then perhaps the most important... this gets you more exposure.” (07:02)

Getting Started with Employee-Generated Content

Melissa outlines a structured approach to integrating EGC into a company’s marketing strategy, utilizing her Three P's Framework: Planning, Producing, and Promoting.

1. Planning

• Setting Clear Content Themes

  • Quote: “Align on what the content themes would be. ... give some thought about what the content themes could be.” (10:33)
  • Themes Suggested:
    • Who Are We? – Showcasing day-in-the-life videos to highlight employee roles and company culture.
    • Education – Sharing insights, trends, and educational content related to products or services.
    • Our Work – Presenting case studies and success stories to demonstrate expertise and effectiveness.

• Establishing Guidelines

  • Quote: “Do not make the mistake and think that this needs to be like a 12-page document.” (15:50)
  • Best Practices: Provide clear but concise brand guidelines, including do’s and don’ts to maintain consistency and quality.

2. Producing

• Training Employees

  • Quote: “Set your team up with success. This is all about training your people about how to film these videos.” (19:12)
  • Key Elements:
    • Engagement Techniques: Teach employees about hooks, pattern interruptions, and maintaining viewer interest.
    • Editing Skills: Utilize tools like CapCut for basic editing to enhance video quality.

• Collaborative Filming Sessions

  • Quote: “Everyone actually films a video in this training, at least one or two.” (28:36)
  • Approach: Conduct hands-on training sessions where employees create initial videos, fostering confidence and skill development.

3. Promoting

• Distributing Content Across Platforms

  • Quote: “Posting the same video if it's on TikTok or Instagram or YouTube so that you can start getting it out.” (34:02)
  • Strategy: Tailor content for each platform while maintaining a cohesive message to maximize reach and engagement.

• Boosting with a Small Ad Budget

  • Quote: “Start off small. You do not need to spend a lot of money.” (35:18)
  • Recommendation: Allocate a modest budget to boost high-performing videos, enhancing visibility and gathering valuable performance data.

Enhancing Employee Participation and Retention

Melissa emphasizes the importance of incentivizing employees to participate in EGC initiatives:

• Incentives:
  • Example: Offering vouchers or virtual trophies to recognize and reward the best-performing content creators. (“...we do a virtual trophy and a voucher.” 38:56)
• Gamification and Fun:
  • Quote: “Gamify it, make it a fun experience.” (41:06)
  • Insight: Creating a competitive and enjoyable environment encourages ongoing participation and content creation.

Overcoming Common Challenges

Melissa addresses several challenges businesses might face when implementing EGC:

• Misconceptions About Employee Capabilities

  • Quote: “Don't just look to the young people that happen to live and breathe video.” (10:33)
  • Solution: Provide comprehensive training to all employees, regardless of age or prior experience.

• Maintaining Quality and Consistency

  • Quote: “Having that one single person that can do the editing.” (33:17)
  • Solution: Designate a dedicated editor or team to ensure uniformity and high-quality output across all content.

Long-Term Maintenance and Growth

To sustain and scale EGC efforts, Melissa suggests:

• Continuous Training and Support

  • Quote: “It's like going to the gym. You need to get the reps in.” (30:31)
  • Approach: Encourage regular content creation to refine skills and maintain momentum.

• Expanding Participation

  • Quote: “Phase two with new people that want to get started.” (42:00)
  • Strategy: Use initial successes to attract more employees into the EGC program, creating a self-sustaining content engine.

Conclusion and Resources

Melissa Laurie concludes the conversation by inviting listeners to connect and learn more:

• Contact Information:
  • LinkedIn: Search for Melissa Laurie
  • Website: oysterlymedia.com

Michael Stelzner wraps up the episode by encouraging listeners to follow the podcast, leave reviews, and explore additional resources like the AI Explorer Explored podcast and the Social Media Marketing Talk Show.

Key Takeaways:

• Employee-Generated Content is a transformative strategy for enhancing engagement, attracting talent, and amplifying brand messages.
• Implementing EGC requires thoughtful planning, effective training, and strategic promotion to ensure quality and consistency.
• Incentivizing participation and maintaining a supportive environment are crucial for sustaining long-term success.
• Leveraging tools like project management platforms and editing software can streamline the content creation and review process.

By integrating these strategies, businesses can harness the full potential of their workforce to create authentic, engaging, and impactful video content that resonates across multiple social media platforms.