empowering employees as social media brand ambassadors

EMPOWERING EMPLOYEES AS SOCIAL MEDIA BRAND AMBASSADORS

Building the IBM Brand in the Social Sphere

About Us

Susan Emerick

Social Business Program Manager

@sfemerick

www.susanemerick.com

Kevin Green

Senior Vice President, Strategy

@kevinmgreen

www.greenmatterthoughts.com

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“We’re All Marketers Now”

McKinsey Quarterly, July 2011 3

Responsible for the brand experience not only in traditional ways…

…But in social ways as well

Share… Content

Interests

Opportunities

Knowledge

Information

Generosity

Stories 6

Professional

Personal

Public 7

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By day…. By night!

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Group trainings are costly, ineffective and limited

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The result is everyone doing the same thing, the same way

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It’s my reputation and my audience. Enable me to create and share brand content in my own way.

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Our employees are the brand and we

want you to be successful and drive business

results.

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Success of employee engagement with customized plans

Source: Gallup Leadership Poll

75%

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Digital Influence Group Social Indicator Types

CRCN CRLN CSCN CSLN

CRCP CRLP CSCP CSLP

DRCP DRLP DSCP DSLP

DRCN DRLN DSCN DSLN

CREATOR SOLICITOR LISTENER NURTURER

DISTRIBUTOR RESPONDER CONVERSATIONALIST PROMOTER

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SOCIAL PROFILING BEHAVIORAL ANALYSIS

IBM Select

Social Eminence

Program

The IBM Select Social Eminence Program bridges social profiling and behavior analysis to identify and leverage the point where employee behavioral preferences and brand objectives intersect…

…Creating and capitalizing on opportunities that are mutually beneficial to the individual and IBM.

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Our brand is experienced through the IBMer

As IBMers, we are innovators and experts

paving the way for a smarter world.

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Our expertise, experience, and world-renowned reputation as industry leaders are the …..

most powerful marketing tools we have

“Some forward-thinking companies are taking the next step. They are providing the training, tools and encouragement to make their employees expert at using social media. In doing so they are creating a competitive advantage.” – Jon Iwata, VP at IBM

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From the tactile

To the adoptive

To the transformative

Social is changing the way we do business – we must evolve our approach

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Our strategy is maturing ….

From To

A true Social Business enables their experts in the context of their strategy and go-to-market programs #sbdk #socbiz @sfemerick

Enabling all IBMers Enabling experts in the context of our go-to-market programs

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Sustain engagement while proving their competency and expertise

Leverage their professional reputation and grow influence in the social sphere

Support and amplify word-of-mouth aligned to Go-to-Market (GTM) priorities

Enabling IBMers

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The trust and credibility of our Experts ensures: • Effective delivery of brand messages • Relevant and receptive audiences • Compelling and credible calls-to-action • Likelihood of positive responses

Ultimately creating self-sustaining brand evangelism and driving brand preference.

=

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Building Trust & Credibility

Subject Matter Experts & Thought Leaders

Social Business Manager

Social Business Managers

IDENTIFY, EDUCATE and EMPOWER

A critical role in empowering and cultivating social eminence is the Social Business Manager #socbiz @sfemerick

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Social Business Manager is a Change Agent

Social business doesn’t just happen, a change agent is needed: the Social Business Manager #socbiz @sfemerick

Oversight for all aspects of a social business program

Acts as the personal conduit,

coach & trainer to experts

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Expertise Identification + Social Behavior Assessment 1

Tailored Content + Recommendations 2

Quick Steps + Actions to Get Started 3

IDENTIFY, EDUCATE, EMPOWER, MEASURE, OPTIMIZE to meet and exceed program marketing goals in three simple steps:

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Social Business Managers Equip Experts for Targeted Outreach

User

Dimension

Training

Market +

Social

Intelligence

GTM

Resources

SB Program

Activities

Social Business Manager

SME’s & Thought Leaders Influencers &

Constituencies

Big Data

Smarter

Analytics

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Demonstrate Impact and Business Outcomes

Reach Engagement

Amplification

Conversions

Improve outreach effectiveness

Increase awareness and mindshare

Build a network of advocates

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*source= Unica Netinsight

Traditional Digital marketing Experts Digital

engagement

4% 12%

16% 44%

Conversion rate

Reach and amplification

Call to action

Lead

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Study: SME Compared to Other Tactic Results*

Quickly understand, train, enable and measure employee social media activity in an authentic way

Deploy employee resources in the right communities, conversations and destinations to drive social business

Provide relevant content and messaging to employees based on expertise and skill level, rather than mass publishing

Provides a repeatable, customized, measurable approach to identify high-value online audiences and communities

Understand high value performers and activities to optimize media spend, content creation investment and return on social investment

Reinforces and maintains brand value proposition, relevance, and competitive edge

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Key Program Benefits

• Targeted

engagement

based on social

listening research

• Personal brand

but recognized as

internal resource

• Key thought

leader

• Defacto

spokesperson

LOW

MEDIUM

Time to Establish

Level

of

Eff

ort

• Reactive

• Push

• Impersonal

• Responsive

• Personal brand

• Content creator

• Content seeker

Awareness Engagement Relationship

Drives

Business

Value

HIGH

Increasing SMEs Social Influence while improving engagement effectiveness drives IBM Business Value

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Connect With Us

Susan Emerick

Social Business Program Manager

@sfemerick

www.susanemerick.com

Kevin Green

Senior Vice President, Strategy

@kevinmgreen

www.greenmatterthoughts.com

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