How IBM drives roi through employee advocacy

#AdvocateArmy

How IBM Drives ROIThrough Employee Advocacy

Colleen BurnsInfluencer Engagement

Manager at IBM

Amber ArmstrongProgram Director, Social Business Market Making and Evangelism at

IBM

Susan EmerickCEO & Founder, Brands Rising

Presented by:

#AdvocateArmy

@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

#AdvocateArmy


What is Employee Advocacy?

Brands empowering employees to support the goals of the brand, using content and employee-owned social

#AdvocateArmy


Why Should Brands Care?

#AdvocateArmy


Customers trust your experts and regularemployees more than anyone else in your

company

Source:

#AdvocateArmy


Employees rank highest as the most trusted andinfluential source in 4 out of 5 categories

Source:

#AdvocateArmy


Measure to Demonstrate Value and

Prove ROI

#AdvocateArmy


Examples of Measurable ROI Targets

Financial: Increased Revenue

Decreased Cost

Productivity Gains:Operational efficiencies

Reduced time to market

#AdvocateArmy


Business Function Motivations

#AdvocateArmy


“Begin with the end in mind” ~ Stephen Covey

Busin

ess Goa

l Employee

Role

Desired Outcome

#AdvocateArmy


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

#AdvocateArmy


1.1 million visits

Published 800 blogs

2011 Cloud Residency

Average visit3.5 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

#AdvocateArmy


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

BloggerTactics

#AdvocateArmy


Go-to destination for cycling enthusiasts

Expertise as acompetitive advantage

#AdvocateArmy


300%Increase in traffic in

first four months

Up to 20% higher conversion from the Learning

Center compared to other referrers

#AdvocateArmy


Customer experience comes first

Build an online community with a

seamless experience

#AdvocateArmy


70%Of content online is

story telling

40% Increase in web

traffic

#AdvocateArmy


May 2014: Launched a unique employee advocacy program powered by Dynamic Signal with 200 initial subject matter experts (SMEs). Powered by

#AdvocateArmy


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

#AdvocateArmy


188M Impressions to Date

1.44M Impressions Per Day(90 Day Average)

3.85M Impressions on October 23rd

#AdvocateArmy


200IBM Employees 146K

Shares

188MImpressions

603KClicks

Estimated Cost of 600K Clicks via Paid Advertising: $300K - $1.2M

#AdvocateArmy


Employees Multiply Through Internal Influence: IBM Verse

1Communicatevia Social 2

Drive Peer-to-PeerParticipation 3

Give a Carrot,Make It Visual

323 IBM employees shared IBM Verse content on #NewWayToWork hashtag

www.ibm.com/verse 3KShares

23MImpressionsR

ES

ULT

S

65KClicks

#AdvocateArmy


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 ExternallyOnce employees are engaged, they can use their external influence to drive credible awareness.

1Provide Educationand Great Content 2

Give Employees theRight 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 LeaderboardR

ES

ULT

S

#AdvocateArmy


Technology for MarketersEasily source, curate and distribute sharablecontent to employees and employee groups.

Then track, measure and reward top advocates.

Tools for EmployeesMobile and web apps that help

employees easily find & share approved content, relevant to their personal and

professional interests.

Powered by

#AdvocateArmy

Thanks for Joining Us!Presented by:

@sfemerick @ambarmstrong

@colleeni

How IBM drives roi through employee advocacy

Social Media

sfemerick ibmers

sfemerick measure

sfemerick customer experience

social business market

social media

social strategies

personal social eminence

categories source