Employees as brand advocates in the social media sphere - Social Media Week Copenhagen 2013

1. ”Employees as Brand Advocates in the Social Media Sphere”!Kasper Risbjerg, Social Business Manager, IBM (@kasperrisbjerg)Social Media Week Copenhagen 2013! Expert-‐in-‐the-‐making Expert Expert Expert Expert Expert Expert-‐in-‐the-‐making Source: h5p://www.slideshare.net/cc_carlsson/using-‐your-‐experts-‐in-‐the-‐digital-‐world-‐how-‐ibm-‐is-‐doing-‐it

2. ”It’s good for business”! Reach and ampliﬁcation! ”Using expert Conversion! (employee) engagement 3x! has proven 3 #mes as Call to action! eﬀecEve as tradiEonal 3x! digital markeEng” Lead!Source: Susan Emerick, IBM (@sfemerick)

3. trust.!

4. ”People drive trust,advertisment don’t”! 92%

5. ”The missing piece”! ”Due to technology the world is more interconnected than ever before and as a result the level of complexity companies experience is tremendous”! ”Don’t have 1 person doing 100%! Have 100 people doing 1%” !h5p://www.indoorenvironmentaltesEng.com/ﬁles/6713/3053/1410/Are_you_the_missing_piece.jpg

6. ”Marketing is no longer limited to marketing as every employee is getting empowered to share their opinions and expertise”!h5p://lazycashformulareview.com/internet-‐money-‐making-‐ideas/

7. OUR MOSTVALUABLE ASSET!

8. ”The shift is clear”!h5p://www.ﬂickr.com/photos/27818006@N07/3265688137/

9. ”From large campaigns  To one-to-one, high-value interactions”!Source: Susan Emerick, IBM (@sfemerick)

10. ”From controlling the message! To building collaborative relationships”!Source: Susan Emerick, IBM (@sfemerick)

11. ”From being generally accessible ! To being active in the right places at the right times”!Source: Susan Emerick, IBM (@sfemerick)

12. “Our strategy is maturing…”! From! To! Enabling all IBMers! Enabling experts in the context of our go-to-market programs!Source: Susan Emerick, IBM (@sfemerick)

13. “Influencers aren’t influenced by marketers, so we need to connect experts with influencers”!Source: IBM (2012)

14. An Intentional Social Enablement Ecosystem! IBM Select! 100’s! High touch, high value/potential SMEs! Strategic, tactical external placement! Social Business Forward Thinker Program! Manager! Intermediate touch, high value SMEs! 10s of Scalable service to surface expertise 1000’s! externally and internally based on the needs of the business! Digital IBMer Hub! Low touch, high volume core enablement, education across IBM! 100s of Digital Program channel enablement! 1000’s! Self-serve surfacing and engagement! Guidelines and Policy! http://ibm.co/yW8Jbh!Source: IBM (2012)

15. ”Where to start?”!h5p://www.ﬂickr.com/photos/81787495@N00/52925332/

16. ”Start your advocacy program by identifying the current state of your organization”!http://www.flickr.com/photos/61212260@N00/1098106984/

17. h5p://www.ﬂickr.com/photos/8628862@N05/5854226786/

18. ”Employees must truly believe in the purpose,mission and values of the organization. And todevelop a shared belief system, employees musthelp create it”!Ethics & values!!Purpose & mission!!Opennes fosters engagement!!It’s situation speciﬁc!!Personal branding!!Connecting with like-minded!!!

19. ”Find your champion”!h5p://blog.creaEveacEon.co.uk/wp-‐content/uploads/2012/10/kmGb32.jpg

20. h5p://www.class5energy.com/wp-‐content/uploads/2012/02/Hand-‐drawing-‐goal-‐word.jpg

21. “We are building trust & credibility”! à à = The trust and credibility of our Experts ensures:! ! • Effective delivery of brand messages! • To relevant and receptive audiences! • Creates compelling and credible call-to-action! • Likely evoke positive responses! Ultimately creating self-sustaining brand evangelism ! and driving brand preference.!Source: Susan Emerick, IBM (@sfemerick)

22. ”Establish program mechanics”!h5p://www.theklarichter.com/blog/2010/4/9/three-‐small-‐things-‐keeping-‐your-‐systems-‐synchronized.html

23. “Introducing the Social Business Manager”! Oversight for all aspects Acts as the personal of a social business conduit, coach & trainer program to experts Source: IBM (2012)

24. Source: IBM (2012)

25. ”The internal Forward Thinker program ensures that experts are always at your ﬁngertips”!Source: IBM (2012)

26. ”Making our experts visible and accessible to clients on external webpages has proven extremely effective in driving engagement”!Source: IBM (2012)

27. ”Demand that your leaders lead as executive buy- in is crucial to succeed”!h5p://images.computerwoche.de/images/computerwoche/bdb/1863638/890.jpg

28. “Independent, empowered advocacy is short-lived without a window to practice, get feedback and iterate on ideas” !h5p://4.bp.blogspot.com/-‐Bo4ozuj1szI/UEa5j4FyEWI/AAAAAAAAJYw/cE9I9udQhVY/s1600/Boys+(4+of+8).jpg

29. “Enablement happens through the Digital IBMer Hub”!Source: IBM (2012)

30. “A few examples of our enablement modules”! Task/Situation speciﬁc! §  Social Software Introduction for SME’s/Thought Leaders! §  Listening to Digital Discussions! §  Plan How to Help and Engage! §  Digital Persona Management! §  Add Value and Build your online reputation and thought leadership! §  Manage Feedback Through Digital Channels! Platform speciﬁc! §  Beginner – Slideshare 101: The Basics! §  Intermediate - Twitter 201: Tools and Techniques for Enhancing Twitter Engagement and Growing Eminence! §  Advanced - Blogging 301: Differentiating and Promoting your Blog!Source: IBM (2012)

31. Assessment!Source: IBM (2012)

35. “Taking our on medicine when keeping track of things”!Source: IBM (2012)

36. h5p://www.losasso.com/wp-‐content/uploads/2010/11/Tape-‐measurer.jpg

37. “So how do we measure social eminence?”! KPIs KPI DefiniEons Metrics SubscripEons Visitors Audience members who have opted Visits Reach into your communicaEons Search Rank ConnecEons Followers Views Likes Audience interacEons with content Comments Engagement published by SMEs Likes Comments @menEons SME Clicks Eminence Shares Audience sharing acEons of SME AmplificaEon content Inbound Links Retweets To be defined by the program SBM. An Conversion example would be registraEons yielded RegistraEons from SME social accounts Source: IBM (2012)

38. ”It’s good for business…! ! … so let’s adjust budgets accordingly”! Reach and ampliﬁcation! Conversion! 3x! Call to action! 3x! Lead!Source: Susan Emerick, IBM (@sfemerick)

39. ”These two items have ”A bag of marbles has the same volume, but do ~300% more surface area they have the same of a softball. You want to surface?”! be bag of marbles to inﬂuence markets.”!Analogy adapted from Ethan McCarty (@ethanmcc) & Ryan Boyles (@therab)

40. ! !!!! !! !Thank you!!! !Twitter: @kasperrisbjerg !! !LinkedIn: linkedin.com/in/kasperrisbjerg/!! !Website: kasperrisbjerg.dk!! !Email: risbjerg@dk.ibm.com!!!