The Power Within

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.

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.