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Role of Influencer Engagement in Our Changing Profession


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I prepared this presentation was prepared for a Communications Leadership Summit. It conveys the role of influencer engagement in our changing marketing & communications profession and what IBM's doing about it.

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Role of Influencer Engagement in Our Changing Profession

  1. 1. © 2013 IBM Corporation The Role of Influencer Engagement in Our Changing Profession
  2. 2. © 2013 IBM Corporation Agenda 1. The landscape is changing and transforming our work 2. So what are we doing about it? 3. An example of influencer engagement
  3. 3. © 2013 IBM Corporation FROM: Media driven One to many Controlled by brand The landscape is changing and transforming our work
  4. 4. © 2013 IBM Corporation The landscape is changing and transforming our work TO: Empowered individuals Many to many Self-branding: “Brand You”
  5. 5. © 2013 IBM Corporation Source: Jay Rosen’s Press Think, March 10, 2014 Individuals are in control now “Sorry, that was 25 years ago, when you do some interviews with other journalists and that’s called publicity. Today, publicity is what is actually happening to your story in real time as it gets shared, discussed and lampooned. You don’t get to decide to whom this article will spread. The people formerly known as the audience will do that.”
  6. 6. © 2013 IBM Corporation Sources go directly to people they trust Respondents who replied “extremely credible” or “very credible” to the following question: If you heard information about a company from one of these people, how credible would that information be? Employees Non-Employees Source: 2012 Edelman Trust Barometer Who has influence? Employees are trusted more than official brand sources.
  7. 7. © 2013 IBM Corporation So what are we doing about it?
  8. 8. © 2013 IBM CorporationIBM Employee Perception Research We know that employees and their expertise differentiate the IBM brand No recent experience with IBMRecent experience with IBM Reliable and trustworthy 100%80%60%40%20%0% 67% Quality of products and services 58% 82% 78% 78%Deep expertise of IBM employees 44%
  9. 9. © 2013 IBM Corporation9 Influencer Identification Subject Matter Expert (SME) Mobilization Influencer Information System EngagementIntelligence Strategy So we are building a new system of Influencer Engagement
  10. 10. © 2013 IBM Corporation10 Influencer Identification – Knowing the right people with whom to engage – Understanding who to target to work smarter, not harder – Monitoring IBM impact on the “mavens” in the marketplace SME Mobilization – Utilizing IBM’s best “owned” assets for messaging – Leveraging IBM experts to increase awareness – Promoting earned media to drive business success Influencer Information System – Providing reliable and valid data around who matters in the digital marketplace – Understanding trends in authority among market segments, client groups, employees – Leveraging cross-over opportunities Enabling IBM SMEs to know the right people with whom to engage drives efficiency and impact for IBM in its overall social strategy around owned and earned media marketing and communications. So we are building a new system of Influencer Engagement
  11. 11. © 2013 IBM Corporation IBM Select High-touch, thought leaders aligned to priorities Strategic, tactical external placement 1:1 coaching & support Ongoing listening & measurement to gauge progress Forward Thinker Intermediate touch, high value SMEs Scalable service to surface expertise Community-based coaching & enablement Ongoing listening & measurement to gauge progress Digital IBMer Hub Low-touch, self service on demand for all IBMers High volume Self-directed participation & engagement Self service metrics & gamification to gauge progress Guidelines & Policies 100s 10s of 1000s 100s of 1000s The system is built on engaging the right employees Building trust and credibility by recruiting and enabling the IBMers who possess deep expertise on a particular subject
  12. 12. © 2013 IBM Corporation An example of Influencer Engagement
  13. 13. © 2013 IBM Corporation Creating signature moments that engage influencers A cadence of monthly “signature moments” Big announcements that demonstrate progress against the strategic imperatives, amplified by high-impact marketing and communications support Deploy senior leaders and SMEs with key influencers Senior leaders and IBM SMEs will engage select influencers to explain and build confidence in IBM’s strategic narrative and support signature moments
  14. 14. © 2013 IBM Corporation IBM Watson Group 2000 professionals $1B+ in funding committed $100M direct investment fund New Watson HQ – NY (Silicon Alley) - Incubator - Design Center - Solution Center New Watson Offerings - Watson Discovery Advisor - Watson Analytics Ecosystem Update - New partners - 750+ applications What we were announcing
  15. 15. © 2013 IBM Corporation A signature moment that nearly wasn’t
  16. 16. © 2013 IBM Corporation The power of Influencer Engagement From a potential derailment to a blip on the radar
  17. 17. © 2013 IBM Corporation Signature moment: Watson launch Event 280+ attendees / 3,000+ global live stream viewers “C” Level client-led content 12 Watson demos Coverage 540M+ media impressions (87.2M on Twitter) 36,500+ new LinkedIn Members 600+ earned media placements Digital Activation New Watson Microsite YouTube, Tumblr takeovers (60K+) Instagram, Reddit, LinkedIn, FB leverage Image gallery (120K+ views) Outreach and Advertising Digital billboard at Grand Central Station NPR digital and radio spots Sponsored tweets
  18. 18. © 2013 IBM Corporation Additional signature moments to support business priorities: Cloud launch Coverage 1,000+ publications around the world 52M+ social media impressions 3,500+ social shares of press release 1,400+ social shares of Smarter Planet Blog Engagement 86,000+ influencers directly engaged through Facebook, LinkedIn, email 1,000+ venture capitalists briefed in newsletter 100+ analysts briefed in webcast 8,000+ views on w3, 160 newsletters, 17 communities, 7 blogs Outreach and Advertising 700,000+ paid media impressions, from NPR underwriting announcements, paid search, custom banners, paid LinkedIn posts, etc.
  19. 19. © 2013 IBM Corporation Big Data analytics reveals the key influencers • Arrow: Indicates that one influencer mentions another on Twitter. • Node Size: Nodes increase in size with higher numbers of overall Twitter followers. • Node Color: Indicates influencer’s profession. Legend Business Professional LoB Professional Journalist/Media C-Suite Consultant Analyst Academic Overall Twitter Connectivity Network, by Edge Betweenness April 1 – June 30, 2013 Edge betweenness is a measure of an author’s ability to broker communication between individuals who are not already connected. Influencers closer to the center have higher measures of edge betweenness.
  20. 20. © 2013 IBM Corporation Those influencers are not always traditional media Data Scientist, Manager, Predictive Analytics Leader Chief Innovation Office & Founder, Big Data Scientist Data Scientist in Residence
  21. 21. © 2013 IBM Corporation Q&A