Presented Employees as Advocates: Extending the Brand through Social a joint IBM and OgilvyOne presentation with my client / colleague / friend Michael Therrien at ArabNet Digital Summit Dubai 2014 https://arabnet.me/conference/summit #ArabNetME twitter: @bushiur linkedin: https://www.linkedin.com/in/istvanbusak twitter: @Therrien linkedin: https://www.linkedin.com/in/therrienmichael

1. Employees as Advocates:
Extending the brand through Social
Michael Therrien
Digital & Transformation Leader
IBM Middle East & Africa
linkedin.com/in/therrienmichael
@therrien
Istvan Busak
Planning Director
OgilvyOne Middle East
linkedin.com/in/istvanbusak
@bushiur

4. From
Enable the IBMer
Experiments with content on
platforms & broadcast content
To
Enable in the context of our
go-to-market programs.
Optimize engagement

6. An International Social
Enablement Ecosystem
IBM Select
Forward Thinker
Digital IBMer
Guidelines & Policy

7. Connections at IBM
IBM Internal Social Network

8. IBM Social Computing
Guidelines
• Written
collaboratively
with IBMers in
2006
• Provides both
permission and
direction
• Clarifies roles for
employees

9. Digital IBMer Hub
Training & Guidelines

10. IBM’s Social Strategy
Driven by IBM’s Biggest Asset (the IBMer)
Favorable Selling Enviornment
Social Business Program Effectiveness
Market Interest Mindshare
• Listening • Share of IBM
• Social
Strategy/Marketing Plan
• Reach
• Engagement
• Amplification
• Conversion
Social Program
Readiness
IBM SME’s & Social
Properties

12. SME’s Drive Superior Conversion Results VS. Other Drive-To-Web
• SME bloggers are the 4th
most effective tactic in terms
of conversion rate
• (1 of 133 tactics which drove
5K+visits to ibm.com)
• 9% initiated registrations of
ibm.com
Tactics

13. SME’s Drive Superior Conversion Results VS. Other Drive-To-Web
Tactics
55%
10K
58K
7X
Increase in IBM SME’s visibility on
external ibm.com pages
Hours of education provided through the
Digital IBMer initiative
Views of Social Computing Guidelines
Increase in conversion to action
generated by engagement with trusted,
credible SME’s in IBM Select

18. Thank You