Employees as Advocates: Extending the brand through Social Michael Therrien Digital & Transformation Leader IBM Middle East & Africa linkedin.com/in/therrienmichael @therrien Istvan Busak Planning Director OgilvyOne Middle East linkedin.com/in/istvanbusak @bushiur
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Employees as Advocates - Extending the brand through Social - ArabNet Dubai 2014
Presented Employees as Advocates: Extending the Brand through Social a joint IBM and OgilvyOne presentation with my client / colleague / friend Michael Therrien at ArabNet Digital Summit Dubai 2014 https://arabnet.me/conference/summit #ArabNetME twitter: @bushiur linkedin: https://www.linkedin.com/in/istvanbusak twitter: @Therrien linkedin: https://www.linkedin.com/in/therrienmichael
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Employees as Advocates:Extending the brand through Social
Michael TherrienDigital & Transformation LeaderIBM Middle East & Africa
linkedin.com/in/therrienmichael
@therrien
Istvan BusakPlanning DirectorOgilvyOne Middle East
linkedin.com/in/istvanbusak
@bushiur
FromEnable the IBMer
Experiments with content on platforms & broadcast content
ToEnable in the context of
our go-to-market programs.
Optimize engagement
IBM Select
Forward Thinker
Digital IBMer
Guidelines & Policy
An International SocialEnablement Ecosystem
Connections at IBMIBM Internal Social Network
IBM Social ComputingGuidelines
• Written collaboratively with IBMers in 2006
• Provides both permission and direction
• Clarifies roles for employees
Digital IBMer HubTraining & Guidelines
Favorable Selling Enviornment
IBM’s Social StrategyDriven by IBM’s Biggest Asset (the IBMer)
Social Business Program Effectiveness
Market Interest Mindshare
• Listening • Share of IBM• Social
Strategy/Marketing Plan• Reach• Engagement
• Amplification• Conversion
Social Program Readiness
IBM SME’s & Social Properties
• SME bloggers are the 4th most effective tactic in terms of conversion rate
• (1 of 133 tactics which drove 5K+visits to ibm.com)
• 9% initiated registrations of ibm.com
SME’s Drive Superior Conversion Results VS. Other Drive-To-Web Tactics