employees as advocates - extending the brand through social - arabnet dubai 2014

Employees as Advocates:Extending the brand through Social

Michael TherrienDigital & Transformation LeaderIBM Middle East & Africa

linkedin.com/in/therrienmichael

@therrien

Istvan BusakPlanning DirectorOgilvyOne Middle East

linkedin.com/in/istvanbusak

@bushiur

FromEnable the IBMer

Experiments with content on platforms & broadcast content

ToEnable in the context of

our go-to-market programs.

Optimize engagement

IBM Select

Forward Thinker

Digital IBMer

Guidelines & Policy

An International SocialEnablement Ecosystem

Connections at IBMIBM Internal Social Network

IBM Social ComputingGuidelines

• Written collaboratively with IBMers in 2006

• Provides both permission and direction

• Clarifies roles for employees

Digital IBMer HubTraining & Guidelines

Favorable Selling Enviornment

IBM’s Social StrategyDriven by IBM’s Biggest Asset (the IBMer)

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 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

SME’s Drive Superior Conversion Results VS. Other Drive-To-Web Tactics

SME’s Drive Superior Conversion Results VS. Other Drive-To-Web Tactics

55%

10K

58K7X

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