View slides from DIG SVP of Strategy Kevin Green and IBM's MarketingProfs B2B Forum Oct. 4, 2012 session on empowering employees as social media brand ambassadors.

1. EMPOWERING EMPLOYEES AS SOCIAL
MEDIA BRAND AMBASSADORS
Building the IBM Brand in the
Social Sphere

2. About Us
Susan Emerick Kevin Green
Social Business Program Manager Senior Vice President, Strategy
@sfemerick @kevinmgreen
www.susanemerick.com www.greenmatterthoughts.com
2

3. “We’re All Marketers Now”
3
McKinsey Quarterly, July 2011

4. Responsible for the brand
experience not only in
traditional ways…

5. …But in social
ways as well

6. Share… Content
Interests
Opportunities
Knowledge
Information
Generosity
Stories
6

7. Professional
Personal
Public
7

8. 8

9. By day…. By night!
9

10. Group trainings are costly,
ineffective and limited
10

11. The result is everyone doing
the same thing, the same way
11

12. It’s my reputation
and my audience.
Enable me to create
and share brand
content in my
own way.
12 12

13. Our employees are
the brand and we
want you to be
successful and
drive business
results.
13

14. 75% Success of employee
engagement with customized
plans
14
Source: Gallup Leadership Poll

15. Digital Influence Group Social Indicator Types
CRCN CRLN CSCN CSLN
CRCP CRLP CSCP CSLP
DRCP DRLP DSCP DSLP
DRCN DRLN DSCN DSLN
CREATOR SOLICITOR LISTENER NURTURER
DISTRIBUTOR RESPONDER CONVERSATIONALIST PROMOTER
15

16. 16

17. The IBM Select Social Eminence Program bridges social
profiling and behavior analysis to identify and leverage
the point where employee behavioral preferences
and brand objectives intersect…
IBM Select
SOCIAL PROFILING Social Eminence BEHAVIORAL ANALYSIS
Program
…Creating and capitalizing on opportunities that
are mutually beneficial to the individual and IBM.
17

18. Our brand is experienced through the IBMer
As IBMers,
we are innovators and experts
paving the way for a smarter world.
18

19. Our expertise, experience, and world-renowned reputation
as industry leaders are the …..
most powerful marketing tools we have
“Some forward-thinking companies are taking the next step. They are
providing the training, tools and encouragement to make their employees
expert at using social media. In doing so they are creating a competitive
advantage.” – Jon Iwata, VP at IBM
19

20. Social is changing the way we do business – we must
evolve our approach
From the tactile
To the adoptive
To the transformative
20

21. Our strategy is maturing ….
From To
Enabling all IBMers Enabling experts in the context of
our go-to-market programs
A true Social Business enables their experts in the context of their strategy
and go-to-market programs #sbdk #socbiz @sfemerick
21

22. Enabling IBMers
Leverage their professional reputation
and grow influence in the social sphere
Sustain engagement while proving
their competency and expertise
Support and amplify word-of-mouth
aligned to Go-to-Market (GTM) priorities
22

23. Building Trust & Credibility
  =
The trust and credibility of our Experts ensures:
• Effective delivery of brand messages
• Relevant and receptive audiences
• Compelling and credible calls-to-action
• Likelihood of positive responses
Ultimately creating self-sustaining brand evangelism
and driving brand preference.
23

24. Social Business Managers
IDENTIFY, EDUCATE and EMPOWER
Subject Matter Experts & Thought Leaders
Social Business Manager
A critical role in empowering and cultivating social eminence is the Social
Business Manager #socbiz @sfemerick
24

25. Social Business Manager is a Change Agent
Oversight for Acts as the
all aspects personal conduit,
of a social business coach & trainer
program to experts
Social business doesn’t just happen, a change agent is needed: the Social
Business Manager #socbiz @sfemerick
25

26. IDENTIFY, EDUCATE, EMPOWER, MEASURE, OPTIMIZE
to meet and exceed program marketing goals
in three simple steps:
1 Expertise Identification + Social Behavior Assessment
2 Tailored Content + Recommendations
3 Quick Steps + Actions to Get Started
26

27. Social Business Managers Equip Experts for Targeted Outreach
User
Dimension
Training
Market +
Social
Intelligence
Big Data
Smarter
Analytics Social Business SME’s &
Manager Thought Leaders Influencers &
Constituencies
GTM
Resources
SB Program
Activities
27

28. Demonstrate Impact and Business Outcomes
 Improve outreach effectiveness
 Increase awareness and mindshare
 Build a network of advocates
Conversions
Amplification
Reach Engagement
28

29. Study: SME Compared to Other Tactic Results*
Traditional Digital marketing Experts Digital
engagement
Reach and amplification
Conversion rate
4% 12%
Call to action
16% 44%
Lead
*source= Unica Netinsight
29

30. Key Program Benefits
 Quickly understand, train, enable and measure employee social
media activity in an authentic way
 Deploy employee resources in the right communities,
conversations and destinations to drive social business
 Provide relevant content and messaging to employees based on
expertise and skill level, rather than mass publishing
 Provides a repeatable, customized, measurable approach to
identify high-value online audiences and communities
 Understand high value performers and activities to optimize media
spend, content creation investment and return on social investment
 Reinforces and maintains brand value proposition, relevance, and
competitive edge
30

31. Increasing SMEs Social Influence while improving
engagement effectiveness drives IBM Business Value
HIGH
• Targeted
engagement
MEDIUM based on social
listening research
Level of Effort
• Personal brand Drives
• Responsive but recognized as Business
LOW internal resource Value
• Personal brand
• Key thought
• Reactive • Content creator
leader
• Push • Content seeker • Defacto
• Impersonal spokesperson
Time to Establish
Awareness Engagement Relationship
31

32. Connect With Us
Susan Emerick Kevin Green
Social Business Program Manager Senior Vice President, Strategy
@sfemerick @kevinmgreen
www.susanemerick.com www.greenmatterthoughts.com
32