The Power Within Employees Can Be Your Most Effective Brand Advocates
Neville Hobson IBM Social Consulting @jangles
May 11, 2016
About Neville Hobson…
‘Advocacy’ definition on Wikipedia
Comparisons – Influencers vs Advocates Via Jay Baer
With 4,000+ members in over 60 countries and across all industries, Millennial Corps is a channel for digital natives to spark innovation and provide feedback to senior leaders on company-wide topics such as recruitment, client experience, transformation, partnership opportunities among others.
Open innovation: 500 Under 40.
IBM Voices is a service that ranks the most valuable content shared by a curated list of Twitter accounts. With Voices, you see top trending stories from people you trust - rather than a feed of recent tweets. Use it to connect to and view tweets from key thought leaders. You can view IBM's own feed of IBMers and brands
AdWeek: How IBM Got 1,000 Staffers to Become Brand Advocates on Social Media.
Using VoiceStorm to share IBM content via Twitter.
Trust Matters – chart from the 2016 Edelman Trust Barometer.
Employees are Essential Advocates – chart from the 2016 Edelman Trust Barometer.
The Power Within
IBM Social Consulting
May 11, 2016
Test pilot (shiny new objects)
#500Under40 - A first-of-its kind event hosted by IBM millennials where up to 100
millennials from different companies gather to share how they’re innovating and
challenging the status quo within their company walls.
Business Value Expectations
Let proud employees endorse the company as a great
place to work
Accelerate the speed of hiring while reducing the cost
Align employees with the company’s mission and
culture by amplifying key initiatives
Allow employees to be thought leaders
Recognize that the company is helping them build
their personal brand
Increase their followers on social media
Gain greater visibility with co-workers and
An easier way to help with recruiting
27% more optimistic about company future
20% more inspired
12% more productive (happy employees)
Increase employee engagement beyond 13%
Percent who engage in each behavior based on trust
People who distrust companies… People who trust companies…
Refuse to buy products/services
Shared negative opinions
Disagreed with others
Paid more than wanted
Chose to buy products/services
Recommended them to a friend/colleague
Shared positive opinions online
Source: 2016 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please
answer yes or no to each action. General Population, 28-country global total, questions asked of half the sample. Q377-380. Still thinking about the past 12 months, have you taken any of
the following actions in relation to companies that you do not trust? Please answer yes or no to each action. General Population, 28-country global total, question asked of half the sample.
24 25 26
21 21 22 23
19 18 18
8 9 8
Employees are Essential Advocates
Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s
accomplishments? Q611 a company’s business practices, both positive and negative, and its handling of a crisis? Q612 a company’s employee programs, benefits and working conditions, and how a company serves
its customers and prioritizes customer needs ahead of company profits? Q613 a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community?
Q614 a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in
which it operates? General Population, 28-country global total.14
Most trusted spokesperson to communicate each topic
Innovation effortsFinancial earnings &
Programs to address
Employees Most Trusted
1. Foundation: employees proud of
their organization and the role
2. Social media guidelines and
3. Provide training and build
4. Incentivize advocacy
5. Analytics and reporting
You know where
occurring, who has
influence, and why
You know which types of
social media are preferred
by your customers
You understand ethical
behaviour is a key part of
You are clear about
authenticity, honesty and
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The Power Within
Presentation by Neville Hobson at B2B Marketing Expo, London, May 11, 2016.