Your SlideShare is downloading. ×
0
EMPOWERING EMPLOYEES AS SOCIAL  MEDIA BRAND AMBASSADORS   Building the IBM Brand in the           Social Sphere
About UsSusan Emerick                     Kevin GreenSocial Business Program Manager   Senior Vice President, Strategy@sfe...
“We’re All Marketers Now”                                          3          McKinsey Quarterly, July 2011
Responsible for the brandexperience not only intraditional ways…
…But in socialways as well
Share… Content         Interests         Opportunities         Knowledge         Information         Generosity         St...
ProfessionalPersonalPublic               7
8
By day….   By night!                       9
Group trainings are costly,ineffective and limited                              10
The result is everyone doingthe same thing, the same way                                11
It’s my reputationand my audience.Enable me to createand share brandcontent in myown way.                      12   12
Our employees are the brand and we   want you to be    successful and    drive business           results.                ...
75%   Success of employee      engagement with customized      plans                                       14      Source:...
Digital Influence Group Social Indicator TypesCRCN     CRLN      CSCN     CSLNCRCP        CRLP   CSCP     CSLPDRCP     DRL...
16
The IBM Select Social Eminence Program bridges social profiling and behavior analysis to identify and leverage the point w...
Our brand is experienced through the IBMer                                     As IBMers,                           we are...
Our expertise, experience, and world-renowned reputationas industry leaders are the …..            most powerful marketing...
Social is changing the way we do business – we mustevolve our approach           From the tactile           To the adoptiv...
Our strategy is maturing ….               From                                             To        Enabling all IBMers  ...
Enabling IBMers         Leverage their professional reputation         and grow influence in the social sphere         Sus...
Building Trust & Credibility                                       =  The trust and credibility of our Experts ensures: ...
Social Business Managers                IDENTIFY, EDUCATE and EMPOWER                       Subject Matter Experts & Thoug...
Social Business Manager is a Change Agent   Oversight for                                                Acts as the   all...
IDENTIFY, EDUCATE, EMPOWER, MEASURE, OPTIMIZEto meet and exceed program marketing goalsin three simple steps:1 Expertise I...
Social Business Managers Equip Experts for Targeted Outreach      User    Dimension     Training     Market +      Social ...
Demonstrate Impact and Business Outcomes Improve outreach effectiveness Increase awareness and mindshare Build a networ...
Study: SME Compared to Other Tactic Results*      Traditional Digital marketing                     Experts Digital       ...
Key Program Benefits Quickly understand, train, enable and measure employee socialmedia activity in an authentic way Dep...
Increasing SMEs Social Influence while improving                  engagement effectiveness drives IBM Business Value      ...
Connect With UsSusan Emerick                     Kevin GreenSocial Business Program Manager   Senior Vice President, Strat...
Upcoming SlideShare
Loading in...5
×

Empowering Employees as Social Media Brand Ambassadors

1,504

Published on

View slides from DIG SVP of Strategy Kevin Green and IBM's MarketingProfs B2B Forum Oct. 4, 2012 session on empowering employees as social media brand ambassadors.

Published in: Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,504
On Slideshare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
52
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Transcript of "Empowering Employees as Social Media Brand Ambassadors"

  1. 1. EMPOWERING EMPLOYEES AS SOCIAL MEDIA BRAND AMBASSADORS Building the IBM Brand in the Social Sphere
  2. 2. About UsSusan Emerick Kevin GreenSocial Business Program Manager Senior Vice President, Strategy@sfemerick @kevinmgreenwww.susanemerick.com www.greenmatterthoughts.com 2
  3. 3. “We’re All Marketers Now” 3 McKinsey Quarterly, July 2011
  4. 4. Responsible for the brandexperience not only intraditional ways…
  5. 5. …But in socialways as well
  6. 6. Share… Content Interests Opportunities Knowledge Information Generosity Stories 6
  7. 7. ProfessionalPersonalPublic 7
  8. 8. 8
  9. 9. By day…. By night! 9
  10. 10. Group trainings are costly,ineffective and limited 10
  11. 11. The result is everyone doingthe same thing, the same way 11
  12. 12. It’s my reputationand my audience.Enable me to createand share brandcontent in myown way. 12 12
  13. 13. Our employees are the brand and we want you to be successful and drive business results. 13
  14. 14. 75% Success of employee engagement with customized plans 14 Source: Gallup Leadership Poll
  15. 15. Digital Influence Group Social Indicator TypesCRCN CRLN CSCN CSLNCRCP CRLP CSCP CSLPDRCP DRLP DSCP DSLPDRCN DRLN DSCN DSLN CREATOR SOLICITOR LISTENER NURTURERDISTRIBUTOR RESPONDER CONVERSATIONALIST PROMOTER 15
  16. 16. 16
  17. 17. 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… IBM SelectSOCIAL PROFILING Social Eminence BEHAVIORAL ANALYSIS Program …Creating and capitalizing on opportunities that are mutually beneficial to the individual and IBM. 17
  18. 18. Our brand is experienced through the IBMer As IBMers, we are innovators and experts paving the way for a smarter world. 18
  19. 19. Our expertise, experience, and world-renowned reputationas industry leaders are the ….. most powerful marketing tools we have “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 19
  20. 20. Social is changing the way we do business – we mustevolve our approach From the tactile To the adoptive To the transformative 20
  21. 21. Our strategy is maturing …. From To Enabling all IBMers Enabling experts in the context of our go-to-market programs A true Social Business enables their experts in the context of their strategy and go-to-market programs #sbdk #socbiz @sfemerick 21
  22. 22. Enabling IBMers Leverage their professional reputation and grow influence in the social sphere Sustain engagement while proving their competency and expertise Support and amplify word-of-mouth aligned to Go-to-Market (GTM) priorities 22
  23. 23. Building Trust & Credibility   = The trust and credibility of our Experts ensures: • Effective delivery of brand messages • Relevant and receptive audiences • Compelling and credible calls-to-action • Likelihood of positive responses Ultimately creating self-sustaining brand evangelism and driving brand preference. 23
  24. 24. Social Business Managers IDENTIFY, EDUCATE and EMPOWER Subject Matter Experts & Thought Leaders Social Business Manager A critical role in empowering and cultivating social eminence is the Social Business Manager #socbiz @sfemerick 24
  25. 25. Social Business Manager is a Change Agent Oversight for Acts as the all aspects personal conduit, of a social business coach & trainer program to experts Social business doesn’t just happen, a change agent is needed: the Social Business Manager #socbiz @sfemerick 25
  26. 26. IDENTIFY, EDUCATE, EMPOWER, MEASURE, OPTIMIZEto meet and exceed program marketing goalsin three simple steps:1 Expertise Identification + Social Behavior Assessment2 Tailored Content + Recommendations3 Quick Steps + Actions to Get Started 26
  27. 27. Social Business Managers Equip Experts for Targeted Outreach User Dimension Training Market + Social Intelligence Big Data Smarter Analytics Social Business SME’s & Manager Thought Leaders Influencers & Constituencies GTM Resources SB Program Activities 27
  28. 28. Demonstrate Impact and Business Outcomes Improve outreach effectiveness Increase awareness and mindshare Build a network of advocates Conversions AmplificationReach Engagement 28
  29. 29. Study: SME Compared to Other Tactic Results* Traditional Digital marketing Experts Digital engagement Reach and amplification Conversion rate 4% 12% Call to action 16% 44% Lead *source= Unica Netinsight 29
  30. 30. Key Program Benefits Quickly understand, train, enable and measure employee socialmedia 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 onexpertise and skill level, rather than mass publishing Provides a repeatable, customized, measurable approach toidentify high-value online audiences and communities Understand high value performers and activities to optimize mediaspend, content creation investment and return on social investment Reinforces and maintains brand value proposition, relevance, andcompetitive edge 30
  31. 31. Increasing SMEs Social Influence while improving engagement effectiveness drives IBM Business Value HIGH • Targeted engagement MEDIUM based on social listening researchLevel of Effort • Personal brand Drives • Responsive but recognized as Business LOW internal resource Value • Personal brand • Key thought • Reactive • Content creator leader • Push • Content seeker • Defacto • Impersonal spokesperson Time to Establish Awareness Engagement Relationship 31
  32. 32. Connect With UsSusan Emerick Kevin GreenSocial Business Program Manager Senior Vice President, Strategy@sfemerick @kevinmgreenwww.susanemerick.com www.greenmatterthoughts.com 32
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×