no social employee without social enterprise

No social employee without social enterprise (The IBM case)

Valora is post

No social employee without social enterprise. Thus concluded the article The rise of social employee the company that published a few days ago in Soymimarca and Linkedin simultaneously.

Companies still suspicious of this figure of the social employee. Sometimes ignorance, sometimes for fear. Perhaps for that reason I would like to work with data and a case that will help you gain confidence. Today I present one that amply justifies the ROI and gives strength to the title: “No social employee without social enterprise”.

Creating social culture: The IBM case

When success stories around the concepts of social employee and strategies are analyzed Employee Advocacy, IBM always appears in the top. Here's why.

What exactly is the Employee Advocacy

The definition that best fits what I think it is Employee Advocacy is that of the specialist Susan Emery: Brands that empower employees to support brand objectives, using content and social networks employees themselves. If I have mistranslated, Here is the original: brands empowering employees to support the goals of the brand, using content and employee-owned social.

Why brands should work with programs Employee Advocacy?

We know that the Employee Advocacy It is the way to more quickly and efficiently boost growth engagement mark. I have spoken many times about the trust status between businesses and consumers. Thanks to the annual study Edelman Trust, we know that markets rely on their experts and employees more than anyone in a company.

Edelman Trust Confianza 2017 / guillemrecolons.com

Source: Edelman Trust. Translation: Guillem Recolons

The same study reveals that employees score higher as influencers communication 4 guys at 5 categories, including Engagement, Integrity, Products and Services and Operations. Not bad, true?

Measures or let it run

All program Employee Advocacy It must be measurable, you have to prove their value and results. Without that the company does not have the necessary resources for investment.

And here it is worth considering financial and non-financial. The former seek to increase revenue or decrease costs, and the latter refers to benefits such as increased productivity, improving operational efficiency and reducing marketing cycle.

So, not enough to set goals, you also need to determine how to measure and report progress.

IBM is a leader as a social enterprise, a brand committed to the promotion of transformation, which facilitates open collaboration and participation of employees

Colleen Burns, director IBM's Influencer Engagement Team, He shared the conviction that IBM employees are one of the largest sources of influence. Los IBMers (so employees call themselves), play a critical role in helping to set the agenda, and build and cultivate relationships.

The program IBM Redbooks Thought Leaders Social Media Residency It is a great example. It was designed to create a network of blogs on leadership and help motivate IBM technicians to establish their your personal brand social. Since its inception in 2011, the 200 Program participants have created about 2.000 blogs 11 different topics. In fact, their 800 publications have accumulated more than one million visits and follow up.

He programs selected by IBM

It is a program designed to identify qualified experts to support social strategies aligned with market priorities. That allowed tag links and track the input references personal blogs. This program has quantitatively and surpassed traditional marketing tactics paid media, Demonstrating that digitally experts who support the brand can achieve a conversion rate 33%.

The power of employee advocacy in IBM

Source: susanemerick.com

incredible figures: Alone 200 IBM professionals managed Share 146.000 content. These contents generated 188 million impressions (view content). And these impressions got over 600.000 clicks to the web, something that would have cost paid advertising 300.000 and 1.200.000 Dollars.

Still you are doubting the power of Employee Advocacy?

From the book “The Social Employee” (Cheryl & Mark Burguess, McGraw Hill 2014) this infographic shows the results of a study that prompted IBM to know the state of social technologies in organizations. 1.16o business and IT professionals analyzed.

IBM computer graphics from the book The Social Employee

Excerpted from the book "The Social Employee" Cheryl & Mark Burguess, McGraw Hill 2014 / Guillem Recolons translation

Conclusion, despite business confidence, these programs get boost the social employee with a clear objective: promote the brand from a humanized source, connector, and transmitting confidence.

Cover image by shutterstock.com

About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers,, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs in ISDI, speaker at the IESE EMBA, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

Want to see my TEDx talk?

Visit my site
See all my publications
3 replies

Trackbacks & Pingbacks

  1. […] is the best thing is not just theoretical, but tells the success stories of companies like IBM, AT&T, Dell, Cisco, Southwest Airlines, Adobe, house, Acxiom along with examples of many other. […]

  2. […] Paco Alcaide, bestselling author of Learning from the best. And pointed more: Today engines confidence in brands and businesses are we. People. All […]

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published. Required fields are marked *

  I agree with the Privacy Policy

Basic information on data protection

Head "William Recolons Argenter

Purpose »Management doubts and customer services

Legitimization "interested Consent

Rights "You have the right to access, correct and delete data, and other rights, as explained in the additional information

Additional information »You can see additional and detailed information on Personal Data Protection on my website guillemrecolons.com