The document discusses how IBM uses employee brand advocates and experts on social media. It outlines IBM's strategy of identifying key employees to represent the company online, providing them training and resources, and measuring the impact of their social media engagement. The goal is to build trust in the IBM brand through collaborative relationships with influencers and drive business results such as leads and conversions that are 3 times more effective than traditional digital marketing.
Employees as brand advocates in the social media sphere - Social Media Week Copenhagen 2013
1. ”Employees as Brand Advocates in the Social Media Sphere”!
Kasper Risbjerg, Social Business Manager, IBM (@kasperrisbjerg)
Social Media Week Copenhagen 2013!
Expert-‐in-‐the-‐making
Expert
Expert
Expert
Expert
Expert
Expert-‐in-‐the-‐making
Source:
h5p://www.slideshare.net/cc_carlsson/using-‐your-‐experts-‐in-‐the-‐digital-‐world-‐how-‐ibm-‐is-‐doing-‐it
2. ”It’s good for business”!
Reach and amplification!
”Using
expert
Conversion!
(employee)
engagement
3x!
has
proven
3
#mes
as
Call to action!
effecEve
as
tradiEonal
3x!
digital
markeEng”
Lead!
Source:
Susan
Emerick,
IBM
(@sfemerick)
6. ”The missing piece”!
”Due to technology the
world is more
interconnected than ever
before and as a result the
level of complexity
companies experience is
tremendous”!
”Don’t have 1 person doing 100%!
Have 100 people doing 1%” !
h5p://www.indoorenvironmentaltesEng.com/files/6713/3053/1410/Are_you_the_missing_piece.jpg
7. ”Marketing is no longer limited
to marketing as every employee
is getting empowered to share
their opinions and expertise”!
h5p://lazycashformulareview.com/internet-‐money-‐making-‐ideas/
10. ”The shift is clear”!
h5p://www.flickr.com/photos/27818006@N07/3265688137/
11. ”From large campaigns
To one-to-one, high-value interactions”!
Source:
Susan
Emerick,
IBM
(@sfemerick)
12. ”From controlling the message!
To building collaborative relationships”!
Source:
Susan
Emerick,
IBM
(@sfemerick)
13. ”From being generally accessible !
To being active in the right places
at the right times”!
Source:
Susan
Emerick,
IBM
(@sfemerick)
14. “Our strategy is maturing…”!
From! To!
Enabling all IBMers! Enabling experts in the context
of our go-to-market programs!
Source:
Susan
Emerick,
IBM
(@sfemerick)
16. An Intentional Social Enablement Ecosystem!
IBM Select!
100’s! High touch, high value/potential SMEs!
Strategic, tactical external placement!
Social
Business Forward Thinker Program!
Manager! Intermediate touch, high value SMEs!
10s of Scalable service to surface expertise
1000’s! externally and internally based on the
needs of the business!
Digital IBMer Hub!
Low touch, high volume core
enablement, education across IBM!
100s of Digital Program channel enablement!
1000’s! Self-serve surfacing and engagement!
Guidelines and Policy!
http://ibm.co/yW8Jbh!
Source:
IBM
(2012)
17. ”Where to
start?”!
h5p://www.flickr.com/photos/81787495@N00/52925332/
18. ”Start your
advocacy program
by identifying the
current state of
your organization”!
http://www.flickr.com/photos/61212260@N00/1098106984/
20. ”Employees must truly believe in the purpose,
mission and values of the organization. And to
develop a shared belief system, employees must
help create it”!
Ethics & values!
!
Purpose & mission!
!
Opennes fosters engagement!
!
It’s situation specific!
!
Personal branding!
!
Connecting with like-minded!
!
!
23. “We are building trust & credibility”!
à à
=
The trust and credibility of our Experts ensures:!
!
• Effective delivery of brand messages!
• To relevant and receptive audiences!
• Creates compelling and credible call-to-action!
• Likely evoke positive responses!
Ultimately creating self-sustaining brand evangelism !
and driving brand preference.!
Source:
Susan
Emerick,
IBM
(@sfemerick)
25. “Introducing the Social Business Manager”!
Oversight
for
all
aspects
Acts
as
the
personal
of
a
social
business
conduit,
coach
&
trainer
program
to
experts
Source: IBM (2012)
27. ”The internal Forward Thinker program ensures
that experts are always at your fingertips”!
Source: IBM (2012)
28. ”Making our experts visible and accessible to
clients on external webpages has proven
extremely effective in driving engagement”!
Source: IBM (2012)
29. ”Demand that
your leaders lead
as executive buy-
in is crucial to
succeed”!
h5p://images.computerwoche.de/images/computerwoche/bdb/1863638/890.jpg
30.
31. “Independent, empowered advocacy
is short-lived without a window to
practice, get feedback and iterate on
ideas” !
h5p://4.bp.blogspot.com/-‐Bo4ozuj1szI/UEa5j4FyEWI/AAAAAAAAJYw/cE9I9udQhVY/s1600/Boys+(4+of+8).jpg
33. “A few examples of our enablement modules”!
Task/Situation specific!
§ Social Software Introduction for SME’s/Thought Leaders!
§ Listening to Digital Discussions!
§ Plan How to Help and Engage!
§ Digital Persona Management!
§ Add Value and Build your online reputation and thought leadership!
§ Manage Feedback Through Digital Channels!
Platform specific!
§ Beginner – Slideshare 101: The Basics!
§ Intermediate - Twitter 201: Tools and Techniques for Enhancing Twitter
Engagement and Growing Eminence!
§ Advanced - Blogging 301: Differentiating and Promoting your Blog!
Source: IBM (2012)
40. “So how do we measure social eminence?”!
KPIs
KPI
DefiniEons
Metrics
SubscripEons
Visitors
Audience
members
who
have
opted
Visits
Reach
into
your
communicaEons
Search
Rank
ConnecEons
Followers
Views
Likes
Audience
interacEons
with
content
Comments
Engagement
published
by
SMEs
Likes
Comments
@menEons
SME
Clicks
Eminence
Shares
Audience
sharing
acEons
of
SME
AmplificaEon
content
Inbound
Links
Retweets
To
be
defined
by
the
program
SBM.
An
Conversion
example
would
be
registraEons
yielded
RegistraEons
from
SME
social
accounts
Source:
IBM
(2012)
41. ”It’s good for business…!
!
… so let’s adjust budgets accordingly”!
Reach and amplification!
Conversion!
3x!
Call to action!
3x!
Lead!
Source:
Susan
Emerick,
IBM
(@sfemerick)
42. ”These two items have ”A bag of marbles has
the same volume, but do ~300% more surface area
they have the same of a softball. You want to
surface?”! be bag of marbles to
influence markets.”!
Analogy
adapted
from
Ethan
McCarty
(@ethanmcc)
&
Ryan
Boyles
(@therab)