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Employees as Advocates: 
Extending the brand through Social 
Michael Therrien 
Digital & Transformation Leader 
IBM Middle East & Africa 
linkedin.com/in/therrienmichael 
@therrien 
Istvan Busak 
Planning Director 
OgilvyOne Middle East 
linkedin.com/in/istvanbusak 
@bushiur
From 
Enable the IBMer 
Experiments with content on 
platforms & broadcast content 
To 
Enable in the context of our 
go-to-market programs. 
Optimize engagement
An International Social 
Enablement Ecosystem 
IBM Select 
Forward Thinker 
Digital IBMer 
Guidelines & Policy
Connections at IBM 
IBM Internal Social Network
IBM Social Computing 
Guidelines 
• Written 
collaboratively 
with IBMers in 
2006 
• Provides both 
permission and 
direction 
• Clarifies roles for 
employees
Digital IBMer Hub 
Training & Guidelines
IBM’s Social Strategy 
Driven by IBM’s Biggest Asset (the IBMer) 
Favorable Selling Enviornment 
Social Business Program Effectiveness 
Market Interest Mindshare 
• Listening • Share of IBM 
• Social 
Strategy/Marketing Plan 
• Reach 
• Engagement 
• Amplification 
• Conversion 
Social Program 
Readiness 
IBM SME’s & Social 
Properties
SME’s Drive Superior Conversion Results VS. Other Drive-To-Web 
• SME bloggers are the 4th 
most effective tactic in terms 
of conversion rate 
• (1 of 133 tactics which drove 
5K+visits to ibm.com) 
• 9% initiated registrations of 
ibm.com 
Tactics
SME’s Drive Superior Conversion Results VS. Other Drive-To-Web 
Tactics 
55% 
10K 
58K 
7X 
Increase in IBM SME’s visibility on 
external ibm.com pages 
Hours of education provided through the 
Digital IBMer initiative 
Views of Social Computing Guidelines 
Increase in conversion to action 
generated by engagement with trusted, 
credible SME’s in IBM Select
Thank You

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Employees as Advocates - Extending the brand through Social - ArabNet Dubai 2014

  • 1. Employees as Advocates: Extending the brand through Social Michael Therrien Digital & Transformation Leader IBM Middle East & Africa linkedin.com/in/therrienmichael @therrien Istvan Busak Planning Director OgilvyOne Middle East linkedin.com/in/istvanbusak @bushiur
  • 2.
  • 3.
  • 4. From Enable the IBMer Experiments with content on platforms & broadcast content To Enable in the context of our go-to-market programs. Optimize engagement
  • 5.
  • 6. An International Social Enablement Ecosystem IBM Select Forward Thinker Digital IBMer Guidelines & Policy
  • 7. Connections at IBM IBM Internal Social Network
  • 8. IBM Social Computing Guidelines • Written collaboratively with IBMers in 2006 • Provides both permission and direction • Clarifies roles for employees
  • 9. Digital IBMer Hub Training & Guidelines
  • 10. IBM’s Social Strategy Driven by IBM’s Biggest Asset (the IBMer) Favorable Selling Enviornment Social Business Program Effectiveness Market Interest Mindshare • Listening • Share of IBM • Social Strategy/Marketing Plan • Reach • Engagement • Amplification • Conversion Social Program Readiness IBM SME’s & Social Properties
  • 11.
  • 12. SME’s Drive Superior Conversion Results VS. Other Drive-To-Web • SME bloggers are the 4th most effective tactic in terms of conversion rate • (1 of 133 tactics which drove 5K+visits to ibm.com) • 9% initiated registrations of ibm.com Tactics
  • 13. SME’s Drive Superior Conversion Results VS. Other Drive-To-Web Tactics 55% 10K 58K 7X Increase in IBM SME’s visibility on external ibm.com pages Hours of education provided through the Digital IBMer initiative Views of Social Computing Guidelines Increase in conversion to action generated by engagement with trusted, credible SME’s in IBM Select
  • 14.
  • 15.
  • 16.
  • 17.