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Employee Advocacy for B2B

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Presentation for the Danish Export Association on 270115. Subject: Employee Advocacy for B2B

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Employee Advocacy for B2B

  1. 1. IF YOU CAN TRUST YOUR EMPLOYEES TO RUN AND HELP GROW A BUSINESS, SURELY YOU CAN TRUST THEM TO BE ONLINE
  2. 2. Employee Advocacy The one thing you aren’t doing that you should Danish Export Association Content Marketing 27.01.2015
  3. 3. 3
  4. 4. EVERYONE TALKS ABOUT BUILDING A RELATIONSHIP WITH OUR CUSTOMER. WHAT IF WE BUILT ONE WITH OUR EMPLOYEES FIRST
  5. 5. 7X AS EFFECTIVE
  6. 6. KASPER RISBJERG. STRATEGIST. INTERSECTION OF TECH AND PEOPLE. TINKER. OPTIMIST. @KASPERRISBJERG VOLVO. IKEA. MAERSK. GARDENA.
  7. 7. 9 We are a global marketing and technology agency that helps businesses transform for the digital age.
  8. 8. A FEW FACTS.
  9. 9. 11 We work in a unified way 40 offices across 25 countries 6,000+ people China USA 2850 UK 900 Nordics 250 Germany 450 Europe West 550 APAC 1100
  10. 10. 12 Integrated Nordic agency Copenhagen 70 Sweden 150 Norway 20 250 people across 6 offices
  11. 11. 13 Who we work for
  12. 12. 14 Our compentencies Insight & strategy Analytics Content Service innovation Platforms & e-commerce Social Media CRM
  13. 13. 15 OUR REASON FOR BEING The pace of technology is transforming how companies and people behave.
  14. 14. LET’S GO ON THIS JOURNEY TOGETHER
  15. 15. 17 of online conversations are not about brands at all – they are about categories and the motivations that drive people90% struggle with producing the kind of content that engages. 50% One-third of all marketers and two-thirds of B2B marketers feel challenged to produce enough content2/3 — The Most Powerful Brand on Earth Feel challenged Engaging content Non-brand talks — B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends — MotiveQuest & North Western University Your brand’s official communications cannot do it alone
  16. 16.
  17. 17. ” 84% trust recommendat ions from people they know
  18. 18. Which would you rather be?
  19. 19. A bag of marbles has roughly 300% more surface area So you want to be bag of marbles to influence markets
  20. 20. New value exchange Employees give your organization authenticity. Your organization lends credibility to employees
  21. 21. 25 Source:(IBM(
  22. 22. 26 Source:(IBM(
  23. 23. 250+ IBM most senior experts in Select Program 5,000+ IBM experts in Forward Thinker Program 430,000+ IBMers trained on social media = 61,000,000+ IBMer social media connections
  24. 24. What matters is the right network
  25. 25. Source: IBM
  26. 26. How do you control it? You don’t!
  27. 27. CONFIDENTIAL 34 234 accounts 159 IBMers 75 IBM Brands Social made simple. The best performing social content Consistent measurement Mobile enabled
  28. 28. It’s the surface of IBM’s Social Strategy
  29. 29. Voices is a program that unifies IBM’s social efforts in order to bring empowerment, insight and more meaningful engagement at the enterprise, brand and individual level. Guidance 1. Nurture Activation Governance Collection Metrics Content discovery Data insights 2. Optimize 3. Engage To educate, empower and activate IBMers To collect, structure and analyze social data and content. Make social content and data accessible and meaningful to IBM and its clients
  30. 30. Registration Guideline Compliance Effectiveness Measurement Verification Voices Data SetSocial Brand Social Business Manager (SBM) Select Forward Thinker Social Computing Guidelines Digital IBMer Business Conduct Guidelines Our Values Official Voices List Voices is a program that unifies IBM’s social efforts in order to bring empowerment, insight and more meaningful engagement at the enterprise, brand and individual level. Guidance 1. Nurture Activation Governance Collection Metrics Content discovery Data insights 2. Optimize 3. Engage To educate, empower and activate IBMers To collect, structure and analyze social data and content. Make social content and data accessible and meaningful to IBM and its clients
  31. 31. Content Scoring / Algorithm Meta-Data Categorization Voices is a program that unifies IBM’s social efforts in order to bring empowerment, insight and more meaningful engagement at the enterprise, brand and individual level. Guidance 1. Nurture Activation Governance Collection Metrics Content discovery Data insights 2. Optimize 3. Engage To educate, empower and activate IBMers To collect, structure and analyze social data and content. Make social content and data accessible and meaningful to IBM and its clients
  32. 32. Enterprise View Brand / BU View Visualizations SME View Voices is a program that unifies IBM’s social efforts in order to bring empowerment, insight and more meaningful engagement at the enterprise, brand and individual level. Guidance 1. Nurture Activation Governance Collection Metrics Content discovery Data insights 2. Optimize 3. Engage To educate, empower and activate IBMers To collect, structure and analyze social data and content. Make social content and data accessible and meaningful to IBM and its clients Client View Public View
  33. 33. DEFINE OBJECTIVES
  34. 34. FIND SOCIAL EMPLOYEES
  35. 35. 43
  36. 36. CULTURE
  37. 37. Only 13% of employees are truly engaged at work - Gallup: “State of the Global Workplace Report”
  38. 38. 46
  39. 39. 47 The Golden Circle Source: Simon Sinek
  40. 40. “When you have trust and you get that trust in place throughout the company, people are empowered — people are free” - Angela Ahrendts, SVP, Apple Retail (former CEO, Burberry)
  41. 41. FIND A CHAMPION
  42. 42. 50
  43. 43. ENABLEMENT
  44. 44. 53
  45. 45. SUSTAINED ENGAGEMENT
  46. 46. 55 Featured Posts Establish which content your employees see first by featuring it prominently at the top of their dashboard for them to share. User Generated Content Employees can easily generate content by suggesting articles, links, videos, blogs, job listings and more. Newsfeed All approved content fills the feed and is easily shareable by employees to their connected social channels. Leaderboard Employees are encouraged to share frequently and compete to gain rank on the Leaderboard. Multiple Leaderboards can be created for different segments of employees, by location, department, etc. Categories Employees can easily filter the content based on IBM’s preferred categories, departments or brands. Social Feeds Facebook, Twitter, and LinkedIn content feeds can be automatically synced and pulled into custom modules within the social content hub.
  47. 47. MEASUREMENT
  48. 48. 57 The Three Tiers of Measurement Source: The Most Powerful Brand on Earth Your web analytics are key
  49. 49. Source:(Northwestern(University( ADVOCACY = SALES 53% of sales can be attributed to online advocacy
  50. 50. Q&A @kasperrisbjerg ? ? ?? Kasper.Risbjerg@digitaslbi.com

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