how ibm drives roi through employee advocacy

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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

Presented by:

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@colleeni @ambarmstrong @sfemerick

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

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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

Desired Outcome

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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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1.1 million visits

Published 800 blogs

2011 Cloud Residency

Average visit 3.5 minutes

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

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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).

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That prince never shows up with money, but wastes a lot of time #email #NewWayToWork

Amber Armstrong

@ambarmstrong

Amber Armstrong

Cut the Email Clutter and Get to What Really Matters 146K Employee Shares to Date

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 RE

SULT

S

65K Clicks

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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 livestreamand 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/1zF5W50Facebook 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!

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

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 RE

SULT

S

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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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Thanks for Joining Us! Presented by:

@sfemerick @ambarmstrong @colleeni

how ibm drives roi through employee advocacy

Technology

social businessmarket

social media

employee shares

personal social eminencenearly

brands risingpresented

market prioritiesenabled

online communitywith

visitspublished800 blogs