Employee Advocacy for B2B

IF YOU CAN TRUST YOUR EMPLOYEES TO RUN AND HELP GROW A BUSINESS, SURELY YOU CAN TRUST THEM TO BE ONLINE

Employee Advocacy The one thing you aren’t doing that you should

Danish Export Association Content Marketing 27.01.2015

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EVERYONE TALKS ABOUT BUILDING A RELATIONSHIP WITH OUR CUSTOMER. WHAT IF WE BUILT ONE WITH OUR EMPLOYEES FIRST

7X AS EFFECTIVE

KASPER RISBJERG. STRATEGIST. INTERSECTION OF TECH AND PEOPLE. TINKER. OPTIMIST. @KASPERRISBJERG VOLVO. IKEA. MAERSK. GARDENA.

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We are a global marketing and technology agency that helps

businesses transform for the digital age.

A FEW FACTS.

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We work in a unified way

40 offices across 25 countries

6,000+ people

China

USA 2850

UK 900

Nordics 250

Germany 450

Europe West 550 APAC

1100

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Integrated Nordic agency

Copenhagen

70

Sweden

150

Norway

20

250 people across 6 offices

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Who we work for

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Our compentencies

Insight & strategy

Analytics

Content Service innovation

Platforms & e-commerce

Social Media CRM

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OUR REASON FOR BEING

The pace of technology is transforming how

companies and people behave.

LET’S GO ON THIS JOURNEY TOGETHER

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of online conversations are not about brands at all – they are about categories and the motivations that drive people 90%

struggle with producing the kind of content that engages. 50%

One-third of all marketers and two-thirds of B2B marketers feel challenged to produce enough content 2/3

— The Most Powerful Brand on Earth

Feel challenged

Engaging content

Non-brand talks — B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends

— MotiveQuest & North Western University

Your brand’s official communications cannot do it alone

This could be the project name or section

”

”

84% trust recommendat

ions from people they

know

This could be the project name or section

Which would you rather be?

A bag of marbles has roughly 300% more surface area So you want to be bag of marbles to influence markets

New value exchange Employees give your organization authenticity. Your organization lends credibility to employees

25 Source:(IBM(

26 Source:(IBM(

250+ IBM most senior experts in Select Program 5,000+ IBM experts in Forward Thinker Program 430,000+ IBMers trained on social media = 61,000,000+ IBMer social media connections

What matters is the right network

Source: IBM

How do you control it? You don’t!

CONFIDENTIAL 34

234 accounts 159 IBMers 75 IBM Brands

Social made simple. The best performing social content Consistent measurement Mobile enabled

It’s the surface of IBM’s Social Strategy

Voices is a program that unifies IBM’s social efforts in order to bring empowerment, insight and more meaningful engagement at the enterprise, brand and individual level.

Guidance

1. Nurture

Activation Governance Collection Metrics Content discovery Data insights

2. Optimize 3. Engage To educate, empower and activate IBMers To collect, structure and analyze

social data and content. Make social content and data accessible and meaningful to IBM and its clients

Registration Guideline Compliance Effectiveness Measurement Verification Voices Data Set Social Brand

Social Business Manager (SBM)

Select

Forward Thinker

Social Computing Guidelines

Digital IBMer

Business Conduct Guidelines

Our Values

Official Voices List

Voices is a program that unifies IBM’s social efforts in order to bring empowerment, insight and more meaningful engagement at the enterprise, brand and individual level.

Guidance

1. Nurture

Activation Governance Collection Metrics Content discovery Data insights

2. Optimize 3. Engage To educate, empower and activate IBMers To collect, structure and analyze

social data and content. Make social content and data accessible and meaningful to IBM and its clients

Content

Scoring / Algorithm

Meta-Data

Categorization

Voices is a program that unifies IBM’s social efforts in order to bring empowerment, insight and more meaningful engagement at the enterprise, brand and individual level.

Guidance

1. Nurture

Activation Governance Collection Metrics Content discovery Data insights

2. Optimize 3. Engage To educate, empower and activate IBMers To collect, structure and analyze

social data and content. Make social content and data accessible and meaningful to IBM and its clients

Enterprise View

Brand / BU View

Visualizations

SME View

Voices is a program that unifies IBM’s social efforts in order to bring empowerment, insight and more meaningful engagement at the enterprise, brand and individual level.

Guidance

1. Nurture

Activation Governance Collection Metrics Content discovery Data insights

2. Optimize 3. Engage To educate, empower and activate IBMers To collect, structure and analyze

social data and content. Make social content and data accessible and meaningful to IBM and its clients

Client View

Public View

DEFINE OBJECTIVES

FIND SOCIAL EMPLOYEES

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CULTURE

Only 13% of employees are truly engaged at work - Gallup: “State of the Global Workplace Report”

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The Golden Circle

Source: Simon Sinek

“When you have trust and you get that trust in place throughout the company, people are empowered — people are free” - Angela Ahrendts, SVP, Apple Retail (former CEO, Burberry)

FIND A CHAMPION

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ENABLEMENT

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SUSTAINED ENGAGEMENT

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Featured Posts Establish which content your

employees see first by featuring it prominently at the

top of their dashboard for them to share.

User Generated Content Employees can easily generate content by

suggesting articles, links, videos, blogs, job listings and

more.

Newsfeed All approved content fills the

feed and is easily shareable by employees to their connected

social channels.

Leaderboard Employees are encouraged to share frequently and compete

to gain rank on the Leaderboard. Multiple

Leaderboards can be created for different segments of employees, by location,

department, etc.

Categories Employees can easily filter the

content based on IBM’s preferred categories,

departments or brands.

Social Feeds Facebook, Twitter, and

LinkedIn content feeds can be automatically synced and pulled into custom modules

within the social content hub.

MEASUREMENT

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The Three Tiers of Measurement

Source: The Most Powerful Brand on Earth

Your web analytics are key

Source:(Northwestern(University(

ADVOCACY = SALES 53% of sales can be attributed to online advocacy

Q&A @kasperrisbjerg

? ? ? ? [email protected]