The document discusses building relationships with employees through employee advocacy programs. It argues that if companies trust employees to run the business, they can trust employees to represent the business online. The document outlines IBM's large-scale employee advocacy program which educates, enables and engages over 400,000 IBM employees to share branded content online. It discusses how the program is governed, measures engagement and aims to create trust between IBM and its employees.

1. IF YOU CAN TRUST YOUR
EMPLOYEES TO RUN AND HELP
GROW A BUSINESS, SURELY YOU
CAN TRUST THEM TO BE ONLINE

2. Employee
Advocacy
The one thing you aren’t doing that
you should
Danish Export Association
Content Marketing 27.01.2015

3. 3

4. EVERYONE TALKS ABOUT
BUILDING A RELATIONSHIP WITH
OUR CUSTOMER. WHAT IF WE
BUILT ONE WITH OUR EMPLOYEES
FIRST

5. 7X AS EFFECTIVE

7. KASPER RISBJERG. STRATEGIST.
INTERSECTION OF TECH AND
PEOPLE. TINKER. OPTIMIST.
@KASPERRISBJERG
VOLVO. IKEA. MAERSK. GARDENA.

8. 9
We are a global marketing and
technology agency that helps
businesses transform for
the digital age.

9. A FEW FACTS.

10. 11
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

11. 12
Integrated
Nordic agency
Copenhagen
70
Sweden
150
Norway
20
250 people across 6 offices

12. 13
Who we work for

13. 14
Our compentencies
Insight
& strategy
Analytics
Content
Service
innovation
Platforms &
e-commerce
Social Media CRM

14. 15
OUR REASON
FOR BEING
The pace of technology is
transforming how
companies and people
behave.

15. LET’S GO ON THIS
JOURNEY
TOGETHER

16. 17
of online conversations are not about brands
at all – they are about categories and the
motivations that drive people90%
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 content2/3 — 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

17. ”

18. ”
84% trust
recommendat
ions from
people they
know

20. Which would you
rather be?

21. A bag of marbles
has roughly 300%
more surface area
So you want to be bag of marbles
to influence markets

22. New value exchange
Employees give your organization
authenticity.
Your organization lends credibility to
employees

24. 25
Source:(IBM(

25. 26
Source:(IBM(

26. 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

29. What matters is
the right network

31. Source: IBM

32. How do you
control it?
You don’t!

33. CONFIDENTIAL 34
234 accounts
159 IBMers
75 IBM Brands
Social made simple.
The best performing social content
Consistent measurement
Mobile enabled

34. It’s the surface of
IBM’s Social
Strategy

35. 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

36. Registration
Guideline Compliance
Effectiveness
Measurement
Verification
Voices Data SetSocial 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

37. 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

38. 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

39. DEFINE
OBJECTIVES

40. FIND SOCIAL
EMPLOYEES

41. 43

42. CULTURE

43. Only 13% of
employees are truly
engaged at work
- Gallup: “State of the Global
Workplace Report”

44. 46

45. 47
The Golden Circle
Source: Simon Sinek

46. “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)

47. FIND A CHAMPION

48. 50

49. ENABLEMENT

50. 53

51. SUSTAINED
ENGAGEMENT

52. 55
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.

53. MEASUREMENT

54. 57
The Three Tiers of Measurement
Source: The Most Powerful Brand on Earth
Your web
analytics
are key

55. Source:(Northwestern(University(
ADVOCACY =
SALES
53% of sales can be attributed to
online advocacy

56. Q&A
@kasperrisbjerg
? ?
??
Kasper.Risbjerg@digitaslbi.com