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#AdvocateArmy 
How IBM Drives ROI 
Through Employee Advocacy 
Colleen Burns 
Influencer Engagement 
Manager at IBM 
Amber ...
#AdvocateArmy 
The Most Powerful Brand On Earth: 
How to Transform Teams, Empower Employees, 
Integrate Partners, and Mobi...
#AdvocateArmy 
What is Employee Advocacy? 
Brands empowering employees to 
support the goals of the brand, using 
content ...
#AdvocateArmy 
Why Should Brands Care? 
@colleeni @ambarmstrong @sfemerick
#AdvocateArmy 
Customers trust your experts and regular 
employees more than anyone else in your company 
@colleeni @ambar...
#AdvocateArmy 
Employees rank highest as the most trusted and 
influential source in 4 out of 5 categories 
@colleeni @amb...
#AdvocateArmy 
Measure to Demonstrate 
Value and Prove ROI 
@colleeni @ambarmstrong @sfemerick
#AdvocateArmy 
Examples of Measurable ROI Targets 
Financial: 
Increased Revenue 
Decreased Cost 
Productivity Gains: 
Ope...
#AdvocateArmy 
Business Function Motivations 
@colleeni @ambarmstrong @sfemerick
#AdvocateArmy 
“Begin with the end in mind” ~ Stephen Covey 
Desired Outcome 
@colleeni @ambarmstrong @sfemerick
#AdvocateArmy 
IBMers are the greatest source of influence to build 
belief not just in our products, but in the entirety ...
#AdvocateArmy 
Program designed to create a pipeline of thought leadership blogs 
Residents advance their personal social ...
#AdvocateArmy 
19 Bloggers 
Blogger Tactic ranked #5 
out of 4,300 campaigns 
@colleeni @ambarmstrong @sfemerick 
14% 
Tra...
#AdvocateArmy 
Go-to destination for 
cycling enthusiasts 
Expertise as a 
competitive advantage 
@colleeni @ambarmstrong ...
#AdvocateArmy 
@colleeni @ambarmstrong @sfemerick 
300% 
Increase in traffic in first 
four months 
Up to 20% 
higher conv...
#AdvocateArmy 
Customer experience 
@colleeni @ambarmstrong @sfemerick 
comes first 
Build an online community 
with a sea...
#AdvocateArmy 
@colleeni @ambarmstrong @sfemerick 
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...
#AdvocateArmy 
Cut the Email Clutter 
and Get to What 
Really Matters 146K Employee Shares to Date 
That prince never show...
#AdvocateArmy 
188M Impressions to Date 
1.44M Impressions Per Day 
(90 Day Average) 
3.85M Impressions on October 23rd 
@...
#AdvocateArmy 
@colleeni @ambarmstrong @sfemerick 
200 
IBM Employees 
146K 
Shares 
188M 
Impressions 
603K 
Clicks 
Esti...
#AdvocateArmy 
Employees Multiply Through Internal Influence: IBM Verse 
@colleeni @ambarmstrong @sfemerick 
1 
Communicat...
#AdvocateArmy 
Engaged Employees add Credibility Externally 
Once employees are engaged, they can use their external influ...
#AdvocateArmy 
Technology for Marketers 
Easily source, curate and distribute sharable 
content to employees and employee ...
#AdvocateArmy 
Thanks for Joining Us! 
Presented by: 
@colleeni @ambarmstrong 
@sfemerick
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How IBM Drives ROI Through Employee Advocacy

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Susan Emerick, CEO of Brands Rising and co-author of “The Most Powerful Brand on Earth”, will be joined by two IBM thought leaders, Amber Armstrong, Program Director, Social Business and Colleen Burns, Influencer Engagement Manager, to discuss how IBM’s employee advocacy program is driving productivity, earned content engagement and web traffic to IBM.com resulting in measurable ROI.

Published in: Technology

How IBM Drives ROI Through Employee Advocacy

  1. 1. #AdvocateArmy How IBM Drives ROI Through Employee Advocacy Colleen Burns Influencer Engagement Manager at IBM Amber Armstrong Program Director, Social Business Market Making and Evangelism at IBM Susan Emerick CEO & Founder, Brands Rising Presented by:
  2. 2. #AdvocateArmy 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 @colleeni @ambarmstrong @sfemerick
  3. 3. #AdvocateArmy What is Employee Advocacy? Brands empowering employees to support the goals of the brand, using content and employee-owned social @colleeni @ambarmstrong @sfemerick
  4. 4. #AdvocateArmy Why Should Brands Care? @colleeni @ambarmstrong @sfemerick
  5. 5. #AdvocateArmy Customers trust your experts and regular employees more than anyone else in your company @colleeni @ambarmstrong @sfemerick Source:
  6. 6. #AdvocateArmy Employees rank highest as the most trusted and influential source in 4 out of 5 categories @colleeni @ambarmstrong @sfemerick Source:
  7. 7. #AdvocateArmy Measure to Demonstrate Value and Prove ROI @colleeni @ambarmstrong @sfemerick
  8. 8. #AdvocateArmy Examples of Measurable ROI Targets Financial: Increased Revenue Decreased Cost Productivity Gains: Operational efficiencies Reduced time to market @colleeni @ambarmstrong @sfemerick
  9. 9. #AdvocateArmy Business Function Motivations @colleeni @ambarmstrong @sfemerick
  10. 10. #AdvocateArmy “Begin with the end in mind” ~ Stephen Covey Desired Outcome @colleeni @ambarmstrong @sfemerick
  11. 11. #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 @colleeni @ambarmstrong @sfemerick
  12. 12. #AdvocateArmy 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 1.1 million visits Published 800 blogs @colleeni @ambarmstrong @sfemerick 2011 Cloud Residency Average visit 3.5 minutes
  13. 13. #AdvocateArmy 19 Bloggers Blogger Tactic ranked #5 out of 4,300 campaigns @colleeni @ambarmstrong @sfemerick 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 Blogger Tactics
  14. 14. #AdvocateArmy Go-to destination for cycling enthusiasts Expertise as a competitive advantage @colleeni @ambarmstrong @sfemerick
  15. 15. #AdvocateArmy @colleeni @ambarmstrong @sfemerick 300% Increase in traffic in first four months Up to 20% higher conversion from the Learning Center compared to other referrers
  16. 16. #AdvocateArmy Customer experience @colleeni @ambarmstrong @sfemerick comes first Build an online community with a seamless experience
  17. 17. #AdvocateArmy @colleeni @ambarmstrong @sfemerick 70% Of content online is story telling 40% Increase in web traffic
  18. 18. #AdvocateArmy May 2014: Launched a unique employee advocacy program powered by Dynamic Signal with 200 initial subject matter experts (SMEs). @colleeni @ambarmstrong @sfemerick Powered by
  19. 19. #AdvocateArmy Cut the Email Clutter and Get to What Really Matters 146K Employee Shares to Date That prince never shows up with money, but wastes a lot of time #email #NewWayToWork @colleeni @ambarmstrong @sfemerick Amber Armstrong @ambarmstrong Amber Armstrong 1,357 Shares Per Day (90 Day Average) 2,976 Shares on October 22nd
  20. 20. #AdvocateArmy 188M Impressions to Date 1.44M Impressions Per Day (90 Day Average) 3.85M Impressions on October 23rd @colleeni @ambarmstrong @sfemerick
  21. 21. #AdvocateArmy @colleeni @ambarmstrong @sfemerick 200 IBM Employees 146K Shares 188M Impressions 603K Clicks Estimated Cost of 600K Clicks via Paid Advertising: $300K - $1.2M
  22. 22. #AdvocateArmy Employees Multiply Through Internal Influence: IBM Verse @colleeni @ambarmstrong @sfemerick 1 Communicate via Social 2 Drive Peer-to-Peer Participation 3 Give a Carrot, Make It Visual 323 IBM employees shared IBM Verse content on #NewWayToWork hashtag www.ibm.com/verse 146K Shares 23M Impressions RESULTS 65K Clicks
  23. 23. #AdvocateArmy Engaged Employees add Credibility Externally Once employees are engaged, they can use their external influence to drive credible awareness. 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 livestream and 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/1zF5W50 Facebook 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! @colleeni @ambarmstrong @sfemerick 1 Provide Education and Great Content 2 Give Employees the Right 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 Leaderboard RESULTS
  24. 24. #AdvocateArmy Technology for Marketers Easily source, curate and distribute sharable content to employees and employee groups. Then track, measure and reward top advocates. Tools for Employees Mobile and web apps that help employees easily find & share approved content, relevant to their personal and professional interests. Powered by @colleeni @ambarmstrong @sfemerick
  25. 25. #AdvocateArmy Thanks for Joining Us! Presented by: @colleeni @ambarmstrong @sfemerick

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