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

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
• 4.
  From Enable theIBMer Experiments with content on platforms & broadcast content To Enable in the context of our go-to-market programs. Optimize engagement
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  An International Social Enablement Ecosystem IBM Select Forward Thinker Digital IBMer Guidelines & Policy
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  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
• 12.
  SME’s Drive SuperiorConversion 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 SuperiorConversion 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
• 18.
  Thank You