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EMPOWERING EMPLOYEES AS SOCIAL MEDIA BRAND AMBASSADORS Building the IBM Brand in the Social Sphere

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About UsSusan Emerick Kevin GreenSocial Business Program Manager Senior Vice President, Strategy@sfemerick @kevinmgreenwww.susanemerick.com www.greenmatterthoughts.com 2

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“We’re All Marketers Now” 3 McKinsey Quarterly, July 2011

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Responsible for the brandexperience not only intraditional ways…

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…But in socialways as well

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Share… Content Interests Opportunities Knowledge Information Generosity Stories 6

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ProfessionalPersonalPublic 7

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By day…. By night! 9

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Group trainings are costly,ineffective and limited 10

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The result is everyone doingthe same thing, the same way 11

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It’s my reputationand my audience.Enable me to createand share brandcontent in myown way. 12 12

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Our employees are the brand and we want you to be successful and drive business results. 13

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75% Success of employee engagement with customized plans 14 Source: Gallup Leadership Poll

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Digital Influence Group Social Indicator TypesCRCN CRLN CSCN CSLNCRCP CRLP CSCP CSLPDRCP DRLP DSCP DSLPDRCN DRLN DSCN DSLN CREATOR SOLICITOR LISTENER NURTURERDISTRIBUTOR RESPONDER CONVERSATIONALIST PROMOTER 15

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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… IBM SelectSOCIAL PROFILING Social Eminence BEHAVIORAL ANALYSIS Program …Creating and capitalizing on opportunities that are mutually beneficial to the individual and IBM. 17

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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. 18

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Our expertise, experience, and world-renowned reputationas 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 19

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Social is changing the way we do business – we mustevolve our approach From the tactile To the adoptive To the transformative 20

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Our strategy is maturing …. From To Enabling all IBMers Enabling experts in the context of our go-to-market programs A true Social Business enables their experts in the context of their strategy and go-to-market programs #sbdk #socbiz @sfemerick 21

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Enabling IBMers Leverage their professional reputation and grow influence in the social sphere Sustain engagement while proving their competency and expertise Support and amplify word-of-mouth aligned to Go-to-Market (GTM) priorities 22

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Building Trust & Credibility   = 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. 23

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Social Business Managers IDENTIFY, EDUCATE and EMPOWER Subject Matter Experts & Thought Leaders Social Business Manager A critical role in empowering and cultivating social eminence is the Social Business Manager #socbiz @sfemerick 24

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Social Business Manager is a Change Agent Oversight for Acts as the all aspects personal conduit, of a social business coach & trainer program to experts Social business doesn’t just happen, a change agent is needed: the Social Business Manager #socbiz @sfemerick 25

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IDENTIFY, EDUCATE, EMPOWER, MEASURE, OPTIMIZEto meet and exceed program marketing goalsin three simple steps:1 Expertise Identification + Social Behavior Assessment2 Tailored Content + Recommendations3 Quick Steps + Actions to Get Started 26

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Social Business Managers Equip Experts for Targeted Outreach User Dimension Training Market + Social Intelligence Big Data Smarter Analytics Social Business SME’s & Manager Thought Leaders Influencers & Constituencies GTM Resources SB Program Activities 27

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Demonstrate Impact and Business Outcomes Improve outreach effectiveness Increase awareness and mindshare Build a network of advocates Conversions AmplificationReach Engagement 28

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Study: SME Compared to Other Tactic Results* Traditional Digital marketing Experts Digital engagement Reach and amplification Conversion rate 4% 12% Call to action 16% 44% Lead *source= Unica Netinsight 29

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Key Program Benefits Quickly understand, train, enable and measure employee socialmedia 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 onexpertise and skill level, rather than mass publishing Provides a repeatable, customized, measurable approach toidentify high-value online audiences and communities Understand high value performers and activities to optimize mediaspend, content creation investment and return on social investment Reinforces and maintains brand value proposition, relevance, andcompetitive edge 30

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Increasing SMEs Social Influence while improving engagement effectiveness drives IBM Business Value HIGH • Targeted engagement MEDIUM based on social listening researchLevel of Effort • Personal brand Drives • Responsive but recognized as Business LOW internal resource Value • Personal brand • Key thought • Reactive • Content creator leader • Push • Content seeker • Defacto • Impersonal spokesperson Time to Establish Awareness Engagement Relationship 31

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Connect With UsSusan Emerick Kevin GreenSocial Business Program Manager Senior Vice President, Strategy@sfemerick @kevinmgreenwww.susanemerick.com www.greenmatterthoughts.com 32