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

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Employees as Advocates: Extending the brand through Social Michael Therrien Digital & Transformation Leader IBM Middle East & Africa linkedin.com/in/therrienmichael @therrien Istvan Busak Planning Director OgilvyOne Middle East linkedin.com/in/istvanbusak @bushiur

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Presented Employees as Advocates: Extending the Brand through Social a joint IBM and OgilvyOne presentation with my client / colleague / friend Michael Therrien at ArabNet Digital Summit Dubai 2014 https://arabnet.me/conference/summit #ArabNetME twitter: @bushiur linkedin: https://www.linkedin.com/in/istvanbusak twitter: @Therrien linkedin: https://www.linkedin.com/in/therrienmichael

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Page 1: 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

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FromEnable the IBMer

Experiments with content on platforms & broadcast content

ToEnable in the context of

our go-to-market programs.

Optimize engagement

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IBM Select

Forward Thinker

Digital IBMer

Guidelines & Policy

An International SocialEnablement Ecosystem

Page 7: Employees as Advocates - Extending the brand through Social - ArabNet Dubai 2014

Connections at IBMIBM Internal Social Network

Page 8: Employees as Advocates - Extending the brand through Social - ArabNet Dubai 2014

IBM Social ComputingGuidelines

• Written collaboratively with IBMers in 2006

• Provides both permission and direction

• Clarifies roles for employees

Page 9: Employees as Advocates - Extending the brand through Social - ArabNet Dubai 2014

Digital IBMer HubTraining & Guidelines

Page 10: Employees as Advocates - Extending the brand through Social - ArabNet Dubai 2014

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

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• 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

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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

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Thank You