How IBM drives roi through employee advocacy

#AdvocateArmy
How IBM Drives ROI
Through Employee Advocacy
Colleen Burns
Influencer Engagement
Manager at IBM
Amber Armstrong
Program Director, Social Business
Market Making and Evangelism at IBM
Susan Emerick
CEO & Founder, Brands Rising
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The Most Powerful Brand On Earth:
How to Transform Teams, Empower Employees,
Integrate Partners, and Mobilize Customers to
Beat the Competition in Digital and Social Media
@colleeni @ambarmstrong @sfemerick

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What is Employee Advocacy?
Brands empowering employees to
support the goals of the brand, using
content and employee-owned social

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Why Should Brands Care?

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Customers trust your experts and regular
employees more than anyone else in your company
Source:

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Employees rank highest as the most trusted and
influential source in 4 out of 5 categories
Source:

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Measure to Demonstrate
Value and Prove ROI

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Examples of Measurable ROI Targets
Financial:
Increased Revenue
Decreased Cost
Productivity Gains:
Operational efficiencies
Reduced time to market

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Business Function Motivations

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“Begin with the end in mind” ~ Stephen Covey

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IBMers are the greatest source of influence to build
belief not just in our products, but in the entirety of
IBM and our role as an agenda-setter.
Through Relationships, At Scale

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Program designed to create a pipeline of thought leadership blogs
Residents advance their personal social eminence
Nearly 2,000 blogs written across 11 business topics
1.1 million visits
Published
800 blogs
2011
Cloud Residency
Average visit
3.5 minutes

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19 Bloggers
Blogger Tactic ranked #5
out of 4,300 campaigns
14%
Traditional marketing tactics
33%
Digitally engaged experts
2x
Conversion rate
Identified high-value experts to
support social strategies aligned to
go-to-market priorities
Enabled SMEs to tag links and track
inbound referrals from their personal
blogs
Blogger
Tactics

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Go-to destination for
cycling enthusiasts
Expertise as a
competitive advantage

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300%
Increase in traffic in first
four months
Up to 20%
higher conversion from
the Learning Center
compared to other
referrers

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Customer experience
comes first
Build an online community
with a seamless experience

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70%
Of content online is
story telling
40%
Increase in web traffic

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May 2014: Launched a unique
employee advocacy program
powered by Dynamic Signal
with 200 initial subject matter
experts (SMEs).
Powered by

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Cut the Email Clutter
and Get to What
Really Matters 146K Employee Shares to Date
Amber Armstrong
@ambarmstrong
Amber Armstrong
That prince never shows up with
money, but wastes a lot of time
#email #NewWayToWork
1,357 Shares Per Day
(90 Day Average)
2,976 Shares on October 22nd

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188M Impressions to Date
1.44M Impressions Per Day
(90 Day Average)
3.85M Impressions on October 23rd

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200
IBM Employees 146K
Shares
188M
Impressions
603K
Clicks
Estimated Cost of 600K Clicks via Paid Advertising: $300K - $1.2M

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Employees Multiply Through Internal Influence: IBM Verse
1
Communicate
via Social 2
Drive Peer-to-Peer
Participation 3
Give a Carrot,
Make It Visual
323 IBM employees shared IBM Verse
content on #NewWayToWork hashtag
www.ibm.com/verse 3K
Shares
23M
Impressions
RESULTS
65K
Clicks

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Engaged Employees add Credibility Externally
Once employees are engaged, they can use their external influence to drive credible awareness.
1
Provide Education
and Great Content 2
Thanks for providing your email confession! We're moving into phase 2 of the
#NewWayToWork campaign : External! We need your social power to
amplify the message on our new email solution. Here's how:
.Internal: When and IBMer asks you about your Connections photo, please
point them to Maria Winan's blog. You can also register for the livestream
and the webinar.
.External: We are creating black bar photos for you. Find your photo! On
Monday Nov 10th, please update your Twitter and Facebook pictures to the
black bar photo. Please also post the below photo and help us drive
registrations for our livestream where you can hear how IBM is inventing a
#NewWayToWork. Don't see your photo? Email Nicole Gerentine/Austin/IBM
and yours will move to the top of the list.
.
Sample tweet: Be the first to hear how #IBM is creating a #NewWayToWork:
Remote event viewing at 11 ET Nov 18th http://ibm.co/1zF5W50
Facebook image:
IBM_LOB_MailNext_WhyCensored_Facebook01_11.7.14.jpg
Twitter image: IBM_LOB_MailNext_WhyCensored_Twitter02_11.7.14.jpg
For the social superstars: We have images in many different colors - and
even cover photos!
Give Employees the
Right Tools 3 Recognize Success
Added 100 new IBM employees as advocates
Many that were previously uncomfortable with social,
now in the top 10 on the internal IBM Leaderboard
RESULTS

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Technology for Marketers
Easily source, curate and distribute sharable
content to employees and employee groups.
Then track, measure and reward top advocates.
Tools for Employees
Mobile and web apps that help employees
easily find & share approved content, relevant
to their personal and professional interests.
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How IBM drives roi through employee advocacy

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