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The Social Employee’s Impact on B2B Brand Building The IBM Select Social Eminence Program

Susan Emerick Social Business Program

Manager, IBM @sfemerick

Kevin Green Vice President of Strategy,

Digital Influence Group @kevinmgreen

IBM’s digital brand strategy is experienced through the IBMer

Watson

Cloud

As IBMers, we are innovators and experts paving the way for a smarter world.

As early adopters of social media, we have remained true to our brand’s forward-thinking spirit

Our expertise, experience, and world-renowned reputation as industry leaders are the most powerful marketing tools we have.

A Smarter Planet Social Business

Expert Integrated Systems

Smarter Computing

“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

Social media is changing the way we do business.

As social and professional networks continue to gain ground as a primary source of news and information gathering among decision makers, we must evolve our approach…

from the tactile

to the adoptive

to the transformative

We must shift our focus

from large campaigns to one-to-one, high-value interactions

from controlling the message to building collaborative relationships

Source(s): http://www.madrasgeek.com/2010/08/how-social-media-has-made-big-companies-start-listening.html

from being generally accessible to being active in the right places at the right times

When our experts broaden their reach and regularly engage in transparent, meaningful ways with online communities…

• Trust and credibility increases • Brand information and messages effectively delivered • Relevant audiences are receptive and engaged • Calls-to-action are more compelling and credible • Creates a pro-IBM response from audience • Establishes self-sustaining brand evangelism • Drives brand preference

=

By enabling our greatest assets to grow their social network, gain eminence, and better align their individual brands with the IBM brand, we can:

to continually demonstrate their competency + expertise

leverage their professional reputation + grow influence in the social sphere

in ways that support + amplify word-of-mouth aligned to Go-to-Market (GTM) priorities + Demand Gen activities

Individual High Touch

Group & Community Based

Self Service Self Service

Group & Community Program

Individual High Touch

Select SMEs

Social Business Manager

The IBM Select SME Social Eminence Program empowers Social Business Managers to fulfill a role in growing our brand and business.

• Targeted engagement based on social listening research

• Personal brand but recognized as internal resource

• Key thought leader

• Defacto spokesperson

LOW

MEDIUM

Time to Establish

Leve

l of

Effo

rt

• 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

The IBM Select Social Eminence Program offers a new model and tools to help build and leverage the social eminence of Select Subject-Matter Experts (SMEs) by: Identifying and recruiting high-value experts to support social strategies aligned to Go-to-Market (GTM) priorities Creating personalized roadmaps to help Select SMEs gain visibility and influence among targeted online audiences Providing individualized mentoring, one-on-one training, and ongoing support to ensure growth and success Measuring and monitoring progress against GTM goals

By day…. By night!

Individuality is the Foundation of Success

1 in 11 3 in 4 Success of Employee

Engagement with General Plans

Success of Employee Engagement with Customized Plans

Source: Gallup Leadership Poll

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.

Individuals typically behave in a variety of ways depending on their audience and environment.

Social Indicator TypesTM provide a deeper look into what makes individuals a viable candidate for social media participation.

Segmenting Employees by Individual Preferences and Strengths

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

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:

• Capture current social

presence

• Indentify business role

and objectives

• Understand individual

preferences

• Identify experience

level

Social Behavior

Assessment

• Social platforms and

programs

• Relevant influencers

• Primary business

objectives

• Benchmarks

Tailored Content &

Recommendations

• Tactics and training by

type and experience

• Instant updates and

information

• Segmented delivery of

brand content and

messaging

• Data capture and deep

measurement

Quick Steps & Actions

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

Key Program Benefits

Using this customized approach to enable Select SMEs to become more effective brand ambassadors in the social sphere, we can broaden our reach, deepen appreciation of our brand, and ensure we remain positioned to evolve and thrive in the digital age.

Connect with us

Susan Emerick

Social Business Program Manager

@sfemerick

www.susanemerick.com

Kevin Green

Vice President, Strategy

@kevinmgreen

www.greenmatterthoughts.com