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.
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
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
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
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)
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.