Social Media Crisis: Detection & Prevention by Social Eyez; ArabNet Beirut 2015
Employees as Advocates - Extending the brand through Social - ArabNet Dubai 2014
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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
FromEnable the IBMer
Experiments with content on platforms & broadcast content
ToEnable in the context of
our go-to-market programs.
Optimize engagement
IBM Select
Forward Thinker
Digital IBMer
Guidelines & Policy
An International SocialEnablement Ecosystem
Connections at IBMIBM Internal Social Network
IBM Social ComputingGuidelines
• Written collaboratively with IBMers in 2006
• Provides both permission and direction
• Clarifies roles for employees
Digital IBMer HubTraining & Guidelines
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
• 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
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
Thank You