PowerPoint deck I used as visual aid for presentation on employees as brand advocates at the B2B Marketing Expo in London on May 11, 2016.

1. Neville Hobson
IBM Social Consulting
@jangles
May 11, 2016

2.  Communicator
 Blogger
 Podcaster
 Digital natural
 Test pilot (shiny new objects)
 Experimenter
 Visualizer
 Eternal optimist
2
http://www.nevillehobson.com/about/

3. 3
http://www.wikiwand.com/en/Advocacy

4. 4
http://www.convinceandconvert.com/content-marketing/social-media-influencers-versus-brand-advocates-infographic/

5. Brand Advocacy at IBM
5

6. A new community: Millennial Corps

7. #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.

8. 8

9. 9
http://www.ibm.com/voices

10. 10 http://www.adweek.com/news/technology/how-ibm-got-1000-staffers-become-brand-advocates-social-media-165664

11. 11
https://twitter.com/jangles/status/730028755737968642

12. Business Value Expectations
BUSINESS BENEFITS
 Let proud employees endorse the company as a great
place to work
 Accelerate the speed of hiring while reducing the cost
of recruiting
 Align employees with the company’s mission and
culture by amplifying key initiatives
 Allow employees to be thought leaders
EMPLOYEE BENEFITS
 Recognize that the company is helping them build
their personal brand
 Increase their followers on social media
 Gain greater visibility with co-workers and
management
 An easier way to help with recruiting
EMPLOYEE METRICS
 27% more optimistic about company future
 20% more inspired
 12% more productive (happy employees)
 Increase employee engagement beyond 13%
average
12
http://dynamicsignal.com/employee-advocacy-use-cases/

13. 48
42
26
35
20
12
Trust Matters
13
 Percent who engage in each behavior based on trust
68
59
41
38
37
18
People who distrust companies… People who trust companies…
Refuse to buy products/services
Criticized companies
Shared negative opinions
Disagreed with others
Paid more than wanted
Sold shares
Chose to buy products/services
Recommended them to a friend/colleague
Shared positive opinions online
Defended company
Paid more
Bought shares
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.
General
Populatio
n
most trusted
media source:#1
Online Search
Engines
most trusted
content creators:#1
Friends and
Family

14. 25 27
19
25
28
33
27 28
24
28
37
3132 30
48
24 25 26
21 21 22 23
20
16
19 19
14
19 18 18
8 9 8
13
10 11
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 &
operational
performance
Business practices/
crisis handling
Treatment of
employees/customer
Partnerships/
Programs to address
societal issues
Views on
industry issues
Employees Most Trusted
General
Populatio
n
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson

15. Start Here
1. Foundation: employees proud of
their organization and the role
they play
2. Social media guidelines and
communication
3. Provide training and build
expertise
4. Incentivize advocacy
5. Analytics and reporting
Your Prerequisites
 You know where
conversations are
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
maintaining trust
 You are clear about
authenticity, honesty and
transparency
15

16. Re-use of this deck permitted under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 license - read the
license for terms.
Other presentations by Neville Hobson are available from Slideshare at http://www.slideshare.net/neville.
If you have questions or comment about this deck, contact Neville Hobson:
 +44 7342 085 395
 neville.hobson@uk.ibm.com
 www.nevillehobson.com
 @jangles
The content in this presentation deck represents the opinions of Neville Hobson only and does not necessarily reflect any view or position of
or by IBM. Published in accordance with IBM’s Social Computing Guidelines.
The Power Within
Presentation by Neville Hobson at B2B Marketing Expo, London, May 11, 2016.