Date post: | 17-Jul-2015 |
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IF YOU CAN TRUST YOUR EMPLOYEES TO RUN AND HELP GROW A BUSINESS, SURELY YOU CAN TRUST THEM TO BE ONLINE
Employee Advocacy The one thing you aren’t doing that you should
Danish Export Association Content Marketing 27.01.2015
EVERYONE TALKS ABOUT BUILDING A RELATIONSHIP WITH OUR CUSTOMER. WHAT IF WE BUILT ONE WITH OUR EMPLOYEES FIRST
KASPER RISBJERG. STRATEGIST. INTERSECTION OF TECH AND PEOPLE. TINKER. OPTIMIST. @KASPERRISBJERG VOLVO. IKEA. MAERSK. GARDENA.
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We are a global marketing and technology agency that helps
businesses transform for the digital age.
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We work in a unified way
40 offices across 25 countries
6,000+ people
China
USA 2850
UK 900
Nordics 250
Germany 450
Europe West 550 APAC
1100
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Our compentencies
Insight & strategy
Analytics
Content Service innovation
Platforms & e-commerce
Social Media CRM
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of online conversations are not about brands at all – they are about categories and the motivations that drive people 90%
struggle with producing the kind of content that engages. 50%
One-third of all marketers and two-thirds of B2B marketers feel challenged to produce enough content 2/3
— The Most Powerful Brand on Earth
Feel challenged
Engaging content
Non-brand talks — B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends
— MotiveQuest & North Western University
Your brand’s official communications cannot do it alone
A bag of marbles has roughly 300% more surface area So you want to be bag of marbles to influence markets
New value exchange Employees give your organization authenticity. Your organization lends credibility to employees
250+ IBM most senior experts in Select Program 5,000+ IBM experts in Forward Thinker Program 430,000+ IBMers trained on social media = 61,000,000+ IBMer social media connections
CONFIDENTIAL 34
234 accounts 159 IBMers 75 IBM Brands
Social made simple. The best performing social content Consistent measurement Mobile enabled
Voices is a program that unifies IBM’s social efforts in order to bring empowerment, insight and more meaningful engagement at the enterprise, brand and individual level.
Guidance
1. Nurture
Activation Governance Collection Metrics Content discovery Data insights
2. Optimize 3. Engage To educate, empower and activate IBMers To collect, structure and analyze
social data and content. Make social content and data accessible and meaningful to IBM and its clients
Registration Guideline Compliance Effectiveness Measurement Verification Voices Data Set Social Brand
Social Business Manager (SBM)
Select
Forward Thinker
Social Computing Guidelines
Digital IBMer
Business Conduct Guidelines
Our Values
Official Voices List
Voices is a program that unifies IBM’s social efforts in order to bring empowerment, insight and more meaningful engagement at the enterprise, brand and individual level.
Guidance
1. Nurture
Activation Governance Collection Metrics Content discovery Data insights
2. Optimize 3. Engage To educate, empower and activate IBMers To collect, structure and analyze
social data and content. Make social content and data accessible and meaningful to IBM and its clients
Content
Scoring / Algorithm
Meta-Data
Categorization
Voices is a program that unifies IBM’s social efforts in order to bring empowerment, insight and more meaningful engagement at the enterprise, brand and individual level.
Guidance
1. Nurture
Activation Governance Collection Metrics Content discovery Data insights
2. Optimize 3. Engage To educate, empower and activate IBMers To collect, structure and analyze
social data and content. Make social content and data accessible and meaningful to IBM and its clients
Enterprise View
Brand / BU View
Visualizations
SME View
Voices is a program that unifies IBM’s social efforts in order to bring empowerment, insight and more meaningful engagement at the enterprise, brand and individual level.
Guidance
1. Nurture
Activation Governance Collection Metrics Content discovery Data insights
2. Optimize 3. Engage To educate, empower and activate IBMers To collect, structure and analyze
social data and content. Make social content and data accessible and meaningful to IBM and its clients
Client View
Public View
“When you have trust and you get that trust in place throughout the company, people are empowered — people are free” - Angela Ahrendts, SVP, Apple Retail (former CEO, Burberry)
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Featured Posts Establish which content your
employees see first by featuring it prominently at the
top of their dashboard for them to share.
User Generated Content Employees can easily generate content by
suggesting articles, links, videos, blogs, job listings and
more.
Newsfeed All approved content fills the
feed and is easily shareable by employees to their connected
social channels.
Leaderboard Employees are encouraged to share frequently and compete
to gain rank on the Leaderboard. Multiple
Leaderboards can be created for different segments of employees, by location,
department, etc.
Categories Employees can easily filter the
content based on IBM’s preferred categories,
departments or brands.
Social Feeds Facebook, Twitter, and
LinkedIn content feeds can be automatically synced and pulled into custom modules
within the social content hub.
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The Three Tiers of Measurement
Source: The Most Powerful Brand on Earth
Your web analytics are key