Learn why employees' online behaviors can and should influence a brand's overall marketing strategy and how leading global organizations like IBM are working to educate and activate their employees to serve as social media brand ambassadors. You'll gain insights into how other organizations can develop similar programs to help provide value to key constituents online, increase the quality of interactions across digital customer touchpoints and build brand advocacy.

1. WOMMA Welcomes You To
WOMM-U 2012
#WOMMA

2. The Social Employee’s Impact on B2B Brand Building
The IBM Select Social Eminence Program
Susan Emerick Kevin Green
Social Business Program Vice President of Strategy,
Manager, IBM Digital Influence Group
@sfemerick @kevinmgreen

3. IBM’s digital brand strategy is experienced
through the IBMer

4. As IBMers, we are innovators and experts
paving the way for a smarter world.
Our expertise, experience, and world-renowned
reputation as industry leaders are the most powerful
marketing tools we have.
As early adopters of social media, we have remained true to
our brand’s forward-thinking spirit
“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
A Smarter Planet Cloud Social Business Smarter Computing
Watson Expert Integrated Systems

5. 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

6. We must shift our focus
from large campaigns
to one-to-one, high-value interactions
from controlling the message
to building collaborative relationships
from being generally accessible
to being active in the right places
at the right times
Source(s): http://www.madrasgeek.com/2010/08/how-social-media-has-made-big-
companies-start-listening.html

7. 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
  =

8. By enabling our greatest assets to grow their social network,
gain eminence, and better align their individual brands with the
IBM brand, we can:
leverage their professional reputation
+ grow influence in the social sphere
to continually demonstrate
their competency + expertise
in ways that support + amplify word-of-
mouth aligned to Go-to-Market (GTM)
priorities + Demand Gen activities

9. Individual
Individual
High Touch
High Touch
Group & Community Program
Group &
Community Based
Self Service
Self Service

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

11. Increasing SMEs Social Influence while improving
engagement effectiveness drives IBM Business Value
HIGH
• Targeted engagement
MEDIUM based on social
listening research
• Personal brand but Drives
Level of Effort
• Responsive recognized as Business
LOW internal resource Value
• Personal brand
• Key thought leader
• Reactive • Content creator
• Defacto
• Push • Content seeker spokesperson
• Impersonal
Time to Establish
Awareness Engagement Relationship

12. 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

13. By day…. By night!

14. Individuality is the Foundation of Success
1 in 11 3 in 4
Success of Employee Success of Employee
Engagement with Engagement with
General Plans Customized Plans
Source: Gallup Leadership Poll

15. 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 Select Social
SOCIAL PROFILING Eminence Program BEHAVIORAL ANALYSIS
…Creating and capitalizing on opportunities that
are mutually beneficial to the individual and IBM.

16. Segmenting Employees by Individual Preferences
and Strengths
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.

17. 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

18. IDENTIFY, EDUCATE, EMPOWER, MEASURE, OPTIMIZE
to meet and exceed program marketing goals
in three simple steps:
1 Social Behavior Assessment
2 Tailored Content + Recommendations
3 Quick Steps + Actions to Get Started

19. Social Behavior
Assessment
• Capture current social
presence
• Indentify business role
and objectives
• Understand individual
preferences
• Identify experience
level

20. Tailored Content &
Recommendations
• Social platforms and
programs
• Relevant influencers
• Primary business
objectives
• Benchmarks

21. Quick Steps & Actions
• Tactics and training by
type and experience
• Instant updates and
information
• Segmented delivery of
brand content and
messaging
• Data capture and deep
measurement

22. Key Program Benefits
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

23. 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.

24. Connect with us
Susan Emerick Kevin Green
Social Business Program Manager Vice President, Strategy
@sfemerick @kevinmgreen
www.susanemerick.com www.greenmatterthoughts.com