How IBM Drives ROI Through Employee Advocacy
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Transcript of How IBM Drives ROI Through Employee Advocacy
#AdvocateArmy
How IBM Drives ROI Through Employee Advocacy
Colleen Burns Influencer Engagement
Manager at IBM
Amber Armstrong Program Director, Social Business
Market Making and Evangelism at IBM
Susan Emerick CEO & Founder, Brands Rising
Presented by:
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@colleeni @ambarmstrong @sfemerick
The Most Powerful Brand On Earth: How to Transform Teams, Empower Employees, Integrate Partners, and Mobilize Customers to Beat the Competition in Digital and Social Media
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What is Employee Advocacy?
Brands empowering employees to support the goals of the brand, using content and employee-owned social
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Why Should Brands Care?
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Customers trust your experts and regular employees more than anyone else in your company
Source:
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Employees rank highest as the most trusted and influential source in 4 out of 5 categories
Source:
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Measure to Demonstrate Value and Prove ROI
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Examples of Measurable ROI Targets
Financial: Increased Revenue
Decreased Cost
Productivity Gains: Operational efficiencies Reduced time to market
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Business Function Motivations
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“Begin with the end in mind” ~ Stephen Covey
Desired Outcome
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IBMers are the greatest source of influence to build belief not just in our products, but in the entirety of
IBM and our role as an agenda-setter.
Through Relationships, At Scale
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1.1 million visits
Published 800 blogs
2011 Cloud Residency
Average visit 3.5 minutes
Program designed to create a pipeline of thought leadership blogs Residents advance their personal social eminence Nearly 2,000 blogs written across 11 business topics
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19 Bloggers
Blogger Tactic ranked #5 out of 4,300 campaigns
14%
Traditional marketing tactics
33% Digitally engaged experts
2x
Conversion rate
Identified high-value experts to support social strategies aligned to go-to-market priorities Enabled SMEs to tag links and track inbound referrals from their personal blogs
Blogger Tactics
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Go-to destination for cycling enthusiasts
Expertise as a
competitive advantage
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300% Increase in traffic in first
four months
Up to 20% higher conversion from
the Learning Center compared to other
referrers
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Customer experience comes first
Build an online community with a seamless experience
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70% Of content online is
story telling
40% Increase in web traffic
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May 2014: Launched a unique employee advocacy program powered by Dynamic Signal with 200 initial subject matter experts (SMEs).
Powered by
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That prince never shows up with money, but wastes a lot of time #email #NewWayToWork
Amber Armstrong
@ambarmstrong
Amber Armstrong
Cut the Email Clutter and Get to What Really Matters 146K Employee Shares to Date
1,357 Shares Per Day (90 Day Average) 2,976 Shares on October 22nd
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188M Impressions to Date 1.44M Impressions Per Day (90 Day Average)
3.85M Impressions on October 23rd
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200 IBM Employees 146K
Shares
188M Impressions
603K Clicks
Estimated Cost of 600K Clicks via Paid Advertising: $300K - $1.2M
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Employees Multiply Through Internal Influence: IBM Verse
1 Communicate via Social 2 Drive Peer-to-Peer
Participation 3 Give a Carrot, Make It Visual
323 IBM employees shared IBM Verse content on #NewWayToWork hashtag
www.ibm.com/verse 3K Shares
23M Impressions RE
SULT
S
65K Clicks
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Thanks for providing your email confession! We're moving into phase 2 of the #NewWayToWork campaign : External! We need your social power to amplify the message on our new email solution. Here's how:
.Internal: When and IBMer asks you about your Connections photo, please point them to Maria Winan's blog. You can also register for the livestreamand the webinar. .External: We are creating black bar photos for you. Find your photo! On Monday Nov 10th, please update your Twitter and Facebook pictures to the black bar photo. Please also post the below photo and help us drive registrations for our livestream where you can hear how IBM is inventing a #NewWayToWork. Don't see your photo? Email Nicole Gerentine/Austin/IBM and yours will move to the top of the list. .Sample tweet: Be the first to hear how #IBM is creating a #NewWayToWork: Remote event viewing at 11 ET Nov 18th http://ibm.co/1zF5W50Facebook image: IBM_LOB_MailNext_WhyCensored_Facebook01_11.7.14.jpg Twitter image: IBM_LOB_MailNext_WhyCensored_Twitter02_11.7.14.jpg
For the social superstars: We have images in many different colors - and even cover photos!
Engaged Employees add Credibility Externally Once employees are engaged, they can use their external influence to drive credible awareness.
1 Provide Education and Great Content 2
Give Employees the Right Tools 3 Recognize Success
Added 100 new IBM employees as advocates Many that were previously uncomfortable with social, now in the top 10 on the internal IBM Leaderboard RE
SULT
S
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Technology for Marketers Easily source, curate and distribute sharable
content to employees and employee groups. Then track, measure and reward top advocates.
Tools for Employees Mobile and web apps that help employees
easily find & share approved content, relevant to their personal and professional interests.
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Thanks for Joining Us! Presented by:
@sfemerick @ambarmstrong @colleeni