Role of Influencer Engagement in Our Changing Profession
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Transcript of Role of Influencer Engagement in Our Changing Profession
© 2013 IBM Corporation
The Role of Influencer Engagementin Our Changing Profession
© 2013 IBM Corporation
Agenda
1. The landscape is changing and transforming our work
2. So what are we doing about it?
3. An example of influencer engagement
© 2013 IBM Corporation
FROM:
� Media driven
� One to many
� Controlled by brand
The landscape is changing and transforming our work
© 2013 IBM Corporation
The landscape is changing and transforming our work
TO:
� Empowered individuals
� Many to many
� Self-branding: “Brand You”
© 2013 IBM Corporation
Source: Jay Rosen’s Press Think, March 10, 2014
Individuals are in control now
“Sorry, that was 25 years ago, when you do
some interviews with other journalists and
that’s called publicity.
Today, publicity is what is actually
happening to your story in real time as it
gets shared, discussed and lampooned.
You don’t get to decide to whom this article
will spread. The people formerly known as
the audience will do that.”
© 2013 IBM Corporation
Sources go directly to people they trust
Respondents who replied “extremely credible” or
“very credible” to the following question:
If you heard information about a company from
one of these people, how credible would that
information be?
Employees Non-Employees
Source: 2012 Edelman Trust Barometer
Who has influence? Employees are trusted more than official brand sources.
© 2013 IBM Corporation
So what are wedoing about it?
© 2013 IBM CorporationIBM Employee Perception Research
We know that employees and their expertise differentiate the IBM brand
No recent experience with IBMRecent experience with IBM
Reliable and trustworthy
100%80%60%40%20%0%
67%
Quality of products and services 58%
82%
78%
78%Deep expertise of IBM employees 44%
© 2013 IBM Corporation9
� Influencer Identification
� Subject Matter Expert (SME) Mobilization
� Influencer Information System
Engagem
ent
Inte
lligence
Str
ate
gy
So we are building a new systemof Influencer Engagement
© 2013 IBM Corporation10
� Influencer Identification– Knowing the right people with whom to engage– Understanding who to target to work smarter, not harder– Monitoring IBM impact on the “mavens” in the marketplace
� SME Mobilization– Utilizing IBM’s best “owned” assets for messaging– Leveraging IBM experts to increase awareness – Promoting earned media to drive business success
� Influencer Information System– Providing reliable and valid data around who matters in the digital marketplace– Understanding trends in authority among market segments, client groups, employees– Leveraging cross-over opportunities
Enabling IBM SMEs to know the right people with whom to engage
drives efficiency and impact for IBM in its overall social strategy around owned and earned media marketing and communications.
So we are building a new systemof Influencer Engagement
© 2013 IBM Corporation
IBM Select� High-touch, thought leaders aligned to priorities� Strategic, tactical external placement� 1:1 coaching & support� Ongoing listening & measurement to gauge progress
Forward Thinker� Intermediate touch, high value SMEs� Scalable service to surface expertise� Community-based coaching & enablement� Ongoing listening & measurement to gauge progress
Digital IBMer Hub� Low-touch, self service on demand for all IBMers� High volume� Self-directed participation & engagement� Self service metrics & gamification to gauge progress
Guidelines & Policies
100s
10s
of1000s
100s
of 1000s
The system is built on engaging the right employees
Building trust and credibility by recruiting and enabling theIBMers who possess deep expertise on a particular subject
© 2013 IBM Corporation
An example ofInfluencer
Engagement
© 2013 IBM Corporation
Creating signature moments that engage influencers
A cadence of monthly “signature moments”
Big announcements that demonstrate progress against the strategic imperatives, amplified by high-impact marketing and communications support
Deploy senior leaders and SMEs with key influencers
Senior leaders and IBM SMEs will engage select influencers to explain and build confidence in IBM’s strategic narrative and support signature moments
© 2013 IBM Corporation
� IBM Watson Group
� 2000 professionals
� $1B+ in funding committed
� $100M direct investment fund
� New Watson HQ – NY (Silicon Alley)- Incubator- Design Center- Solution Center
� New Watson Offerings- Watson Discovery Advisor- Watson Analytics
� Ecosystem Update- New partners- 750+ applications
What we were announcing
© 2013 IBM Corporation
A signature moment that nearly wasn’t
© 2013 IBM Corporation
The power of Influencer Engagement
From a potential derailment to a blip on the radar
© 2013 IBM Corporation
Signature moment: Watson launchEvent� 280+ attendees / 3,000+ global live stream viewers� “C” Level client-led content � 12 Watson demos
Coverage� 540M+ media impressions (87.2M on Twitter)� 36,500+ new LinkedIn Members � 600+ earned media placements
Digital Activation� New Watson Microsite� YouTube, Tumblr takeovers (60K+)� Instagram, Reddit, LinkedIn, FB leverage� Image gallery (120K+ views)
Outreach and Advertising� Digital billboard at Grand Central Station� NPR digital and radio spots� Sponsored tweets
© 2013 IBM Corporation
Additional signature moments to supportbusiness priorities: Cloud launch
Coverage�1,000+ publications around the world�52M+ social media impressions�3,500+ social shares of press release�1,400+ social shares of Smarter Planet Blog
Engagement�86,000+ influencers directly engaged through
Facebook, LinkedIn, email�1,000+ venture capitalists briefed in newsletter�100+ analysts briefed in webcast�8,000+ views on w3, 160 newsletters, 17
communities, 7 blogs
Outreach and Advertising�700,000+ paid media impressions, from NPR
underwriting announcements, paid search, custom banners, paid LinkedIn posts, etc.
© 2013 IBM Corporation
Big Data analytics reveals the key influencers
• Arrow: Indicates that one influencer mentions another on Twitter.
• Node Size: Nodes increase in size with higher numbers of overall Twitter followers.
• Node Color: Indicates influencer’s profession.
Legend
Business ProfessionalLoB ProfessionalJournalist/MediaC-SuiteConsultantAnalystAcademic
Overall Twitter Connectivity Network, by Edge BetweennessApril 1 – June 30, 2013
Edge betweenness is a measure of an author’s ability to broker communication between individuals who are not already connected. Influencers closer to the center have higher measures of edge betweenness.
© 2013 IBM Corporation
Those influencers are not always traditional media
Data Scientist, Manager, Predictive Analytics Leader
Chief Innovation Office & Founder,
Big Data Scientist
Data Scientist in Residence
© 2013 IBM Corporation
Q&A