Date post: | 22-Oct-2014 |
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EMPOWERING EMPLOYEES AS SOCIAL MEDIA BRAND AMBASSADORS
Building the IBM Brand in the Social Sphere
About Us
Susan Emerick
Social Business Program Manager
@sfemerick
www.susanemerick.com
Kevin Green
Senior Vice President, Strategy
@kevinmgreen
www.greenmatterthoughts.com
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“We’re All Marketers Now”
McKinsey Quarterly, July 2011 3
Responsible for the brand experience not only in traditional ways…
…But in social ways as well
Share… Content
Interests
Opportunities
Knowledge
Information
Generosity
Stories 6
Professional
Personal
Public 7
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By day…. By night!
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Group trainings are costly, ineffective and limited
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The result is everyone doing the same thing, the same way
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It’s my reputation and my audience. Enable me to create and share brand content in my own way.
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Our employees are the brand and we
want you to be successful and drive business
results.
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Success of employee engagement with customized plans
Source: Gallup Leadership Poll
75%
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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
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SOCIAL PROFILING BEHAVIORAL ANALYSIS
IBM Select
Social Eminence
Program
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…
…Creating and capitalizing on opportunities that are mutually beneficial to the individual and IBM.
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Our brand is experienced through the IBMer
As IBMers, we are innovators and experts
paving the way for a smarter world.
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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
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From the tactile
To the adoptive
To the transformative
Social is changing the way we do business – we must evolve our approach
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Our strategy is maturing ….
From To
A true Social Business enables their experts in the context of their strategy and go-to-market programs #sbdk #socbiz @sfemerick
Enabling all IBMers Enabling experts in the context of our go-to-market programs
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Sustain engagement while proving their competency and expertise
Leverage their professional reputation and grow influence in the social sphere
Support and amplify word-of-mouth aligned to Go-to-Market (GTM) priorities
Enabling IBMers
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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.
=
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Building Trust & Credibility
Subject Matter Experts & Thought Leaders
Social Business Manager
Social Business Managers
IDENTIFY, EDUCATE and EMPOWER
A critical role in empowering and cultivating social eminence is the Social Business Manager #socbiz @sfemerick
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Social Business Manager is a Change Agent
Social business doesn’t just happen, a change agent is needed: the Social Business Manager #socbiz @sfemerick
Oversight for all aspects of a social business program
Acts as the personal conduit,
coach & trainer to experts
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Expertise Identification + Social Behavior Assessment 1
Tailored Content + Recommendations 2
Quick Steps + Actions to Get Started 3
IDENTIFY, EDUCATE, EMPOWER, MEASURE, OPTIMIZE to meet and exceed program marketing goals in three simple steps:
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Social Business Managers Equip Experts for Targeted Outreach
User
Dimension
Training
Market +
Social
Intelligence
GTM
Resources
SB Program
Activities
Social Business Manager
SME’s & Thought Leaders Influencers &
Constituencies
Big Data
Smarter
Analytics
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Demonstrate Impact and Business Outcomes
Reach Engagement
Amplification
Conversions
Improve outreach effectiveness
Increase awareness and mindshare
Build a network of advocates
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*source= Unica Netinsight
Traditional Digital marketing Experts Digital
engagement
4% 12%
16% 44%
Conversion rate
Reach and amplification
Call to action
Lead
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Study: SME Compared to Other Tactic Results*
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
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Key Program Benefits
• Targeted
engagement
based on social
listening research
• Personal brand
but recognized as
internal resource
• Key thought
leader
• Defacto
spokesperson
LOW
MEDIUM
Time to Establish
Level
of
Eff
ort
• Reactive
• Push
• Impersonal
• Responsive
• Personal brand
• Content creator
• Content seeker
Awareness Engagement Relationship
Drives
Business
Value
HIGH
Increasing SMEs Social Influence while improving engagement effectiveness drives IBM Business Value
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Connect With Us
Susan Emerick
Social Business Program Manager
@sfemerick
www.susanemerick.com
Kevin Green
Senior Vice President, Strategy
@kevinmgreen
www.greenmatterthoughts.com
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