how to leverage social media to grow your business 22 september 2009 – bp education session

How to leverage Social Media to grow your business

22 September 2009 – BP education Session

Chad Laws Social Networking and Collaboration Strategist, Global Business Partner OrganizationDelphine Remy-Boutang WW Social Media Marketing Manager, IBM Software Group

2

While waiting for the call to start ….

3

Building a smarter planet (http://twitter.com/smarterplanet)

4

Our world is becoming interconnected

5

It’s a fact : Word of Mouth is the #1 Influencer in Business Purchasing Behavior

Source: Universal McCann – wave 3Source: Universal McCann – wave 3

6

And it affects everyone…..

7

B2B Businesses Using Social Media

Businesses are using Social Media to connect with their customers for 4 main reasons:

1/ Reach new audiences

2/ Increase user engagementand loyalty

3/ Improve partner relationships

4/ Increase revenue

8

Social Media is becoming as Popular as Email

IBM Marketing & Communications | IBM Confidential

Source 1: Nielsen Netview, The Global Online Media Landscape, April 2009Source 2: Nielson Online Global Index, Dec 2008. Global refers to AU, BR, CH, DE, ES, FR, IT, UK and USA

• In Feb ‘09, time spent on social media communities reached time spent on Email 1

• Global Active Reach:2

• Search: 86%• Email: 65%• Communities: 67%• Video is growing at

the fastest rate

9

What exactly is “IT”

Social MediaSocial media are platforms for interaction and relationships

It is NOT an advertising and a branding platform. It’s a hyper-interactive relationship-builder. Using it to deepen longer-term relations.

When you engage in social media, you enter into an unspoken social contract. You are in a relationship, it goes both ways. Respect and trust must be earned.

Social media in plain english

10

How to develop a Social Media Marketing strategy

Listen to your audience

WHO:

Target your audience

Understand digital behaviors

Develop social media map

WHERE: Environment

WHAT: Experience

Select appropriate social media

networks, tools, and content

HOW: Deployment: Empower

Consumer advocacy (Participation)

Identify available/required assets

And resources for participation in

the most relevant conversations.

RESULTS: Measure those things that will best help you determine the impact of your involvement and participation

WHY: Establish your core business objectives

10

11

Step 1: Why Select Core Business Objective(s)

Lead generation

Showcase IBM’s SWG portfolio

Foster loyalty Drive repeat sales

Capture new markets Awareness & Consideration

Demand Generation

Conversion & Purchase

Loyalty & Advocacy

12

1/ Listen Monitor the Market conversation:

To understand what the marketplace is (or isn’t) saying about your brand, product, service, etc.

To start to understand the tone and impact of that conversation

To begin identifying areas of opportunity for helping shape that conversation and to gather valuable market intelligence

You can also engage with MI Outside Vendors: Text 100, Content & Motion, Ogilvy, Digitas who can tailored your listening project

BlogPulse

13

2/ Who Identify & engage the influencers

Target your Audience

Understand digital behaviors

Develop a social media map accordingly To establish some prioritization as to who is impacting the market conversation the most

Understanding their Behavior What digital tools and content they use? What would they find valuable and be willing to engage with?

Determining their Locations Where are they engaged within social media

and through what channels?

The magic Dashboard created using Netvibes http://www.netvibes.com/forbiddencity

14

2/Who Identify your audience and Develop a Social Media Map to engage

To reach your audience in the most effective way, you need to identify it first How they are using digital technologies to communicate and where they are online Then create a social map that will serves as the framework for selecting networks and services to interact with your target audience in a relevant and meaningful manner

Based on comScore September 2008 data

Professional Community

Sites

IT Tool Box

Linkedn

AggregatorDigg

Technocrati

eCommerceKaboodle

CNET

Lifestyle/Social Community

Sites

MySpace

Facebook

Location-Based

Yahoo!Geocities

Yelp

OpenTable

Multimedia SitesFlickr

Bebo

YouTube

Blogs/MicroBlogsBloggerWordPressSlashdot

B2B Web sites

Reed Business InformationVista Print ServicesYahoo1 Small BusinesseFax.com

IT Professional

15

Most Used Social Media Tools

Social Media Marketing Report March 2009

Survey Results of 880 Participants

Most Used Social Media Tools – Survey Respondents

Facebook deep dive on CattailTwitter deep diveCattail entryBlogging deep dive

16

Blogs top the list when it comes to lead generation

Blogging is currently viewed as the most important lead generation channel as compared to other social media, with 75 % of those that have tried blogging saying it is "useful" or better.

Other social media that is considered useful or better includes -StumbleUpon (55%)-YouTube (52%)- Facebook (48%)- Delicious (47%) -Digg (47%)-MySpace was thought as being the least useful (22%).

source"The State of Inbound Marketing"https://www-951.ibm.com/blogs/Blue_Blog/

17

3/ Maximize Digital Asset Distribution

Why maximize digital asset distribution?

– To ensure maximum portability and utilization of key digital marketing assets

– To ensure optimal exposure and forward mobility of key marketing messages into the marketplace

1. Ensure you have established a core destination page within ibm.com that can last beyond any promotion or campaign. 2. Share it with all stakeholders to ensure the widest distribution of the central page and its associated assets.3. Start to submit and ensure assets are found, indexed, and aggregated in the key online portals, indexes, and search engines.

18

How: Deployment via Participation: Empower consumer advocacy

-To build and foster a sense of community among our brand loyalists.

- To empower those loyalists to better advocate to other key constituents on behalf of our brand, products, and services

19

Understand the impact - Measuring social media effectiveness

Quantitative

Reach & Virability

Qualitative

Engagement & Influence

Competitive

• Track users/followers of your site, network, channel

• Track inbound links to your site/network

• Monitor passalong activity (viral emails, videos, etc.)

• Track engagement levels of registered users

• Track velocity (how fast an idea, widget, etc. spreads across Web properties)

Benchmarked over time, acceleration and deceleration indicate relevancy.

• Search keyword performance

• Engagement ratio on social pages

• Traffic/conversions from campaign landing pages

• Top keywords/tags generated via online conversation

• Sentiment of conversations

• How you stack up against the competition (in conversation, sentiment, search share, etc.)

20

Virtual Forbidden City SOA UK Campaign : the first of its kind… Objectives•Identify and generate new influencer audiences/leads for IBM SOA from purely Social Media channels

Execution•100% Social Media campaign•Virtual Tour for IT Architects in Chinese Virtual Forbidden City•Campaign recruitment led via Twitter•Promotional resources via Flickr, YouTube ,LinkedIn, Face book , blogs etc… etc..•Creation of a Social Media Press Release

•Identification of key influencer Blogs, Twitter profiles and more•Coordinating massive IBM internal Social Media push•Sophisticated Campaign Social Media Monitoring Dashboard

Results : see my deep dive prez on CattailCampaign Social Media DashboardCampaign Social Media Dashboard

Play your imperial part in IBM’s Virtual Forbidden City (VFC) SOA Tour

Exclusive Social Media event in IBM’s Virtual Forbidden City

21

Social Software Adoption in IBM

Some Collaboration 2.0 available to all IBMers:

Profile: 515K profiles on Bluepages; 6.4M+ searches per week

Communities: 4500+ public online communities, 2500+ private communities

WikiCentral: 25K+ wikis with 320K+ unique readers

BlogCentral: 62K users, 260K entries, 30K tags

Dogear: 485K bookmarks, 1.4M tags, 20K users

Activities: 50K activities, 425K entries, 80K users

Instant Messaging: 4M+ per day

Forums: more than 440K

22

IBM 2009 Social Media Marketing Summit #smm09

Twitter

#smm09

625 people attended the event : 50+ local video conferences in five cities (Stuttgart, Paris, London, RTP, San Jose) 184 in person at Yorktown Heights394 attend online

23

IBM Social Computing Guidelines

Be who you areSpeak in the first personUse a disclaimerRespect your audience Add valueDon't pick fightsBe the first to respond to your own mistakes. Use your best judgment.Don't forget your day job.

http://www.ibm.com/blogs/zz/en/guidelines.html

IBM supports open dialogue and the exchange of ideasResponsible engagement in innovation and dialogue

24

PartnerWorld Community

Description: Collaboration through Web capabilities to enhance partner matching, business planning and

social networking Deployment 1H: Available WW in English only, launch communities 2H: translation, new communities, new content Q4: Platform enhancements (Lotus Connections 2.5)

IBM Marketing and Sales: Enhances channel management capabilities

Saves time & resources improves value to IBM partners

Business Partner: Gain exposure Enhance teaming and collaboration Saves time and reduces costs Broadens business opportunities

BenefitsOverview

Links to other Social Networking

sites

New Live Chat capability

Feedback page

25

How do I get started ?

Use:• IBM Marketing / Sales and Business Partners to use “Show how to get started” section

including links describing how to create a community profile, join a Community and learn more about using communities

Note:• Participation requires membership in PartnerWorld

If not a PartnerWorld member, user must visit the PartnerWorld Registration page

26

IBM Business Partner Call To Action

■ Go to the PartnerWorld Communities landing page: http://www.ibm.com/connect/partnerworld/

■ Select “Show how to get started” drop down:1. “Create your Lotus Connections profile”2. Join the IBM PartnerWorld Community

■ Participate in the following ways:1. Use the PW Community to expand your network,

sharpen skills and collaborate more effectively (with other Business Partners and IBM) Create Forums and respond to Blogs to

strengthen ecosystem relationships Utilize “Activities” to simplify collaboration with

BPs & IBMers Find and Share information using Bookmarks,

Tags and RSS Feeds

Promote the PW Community1. Integrate the Community into your discussions

with

27

Examples of SMM for IBM Smarter Planet

Australia

Facebook group "Smarter Planet Australia"

Twitter ID "Smarter Planet A/NZ“

Engaged agencies to produce a ‘Listening post’ report into conversations occurring online about Smarter Planet.

China China Smarter Planet blog (24,260 visits,

152 comments) includes a Forum section.

Smarter Planet Video sharing on Youku (China equivalent of YouTube)

(310,000 visits)

28

Conversation : @Tropical_IT following @ibmpromos

“I went to look at their tweets and noted his tweet about System x. Spoke to their BP rep and we are working w/ him to get a better price”

29

Mining Social Media for Sales Leads

Methodology Seekers monitor microblogs ( eg.Twitter)

and IT forums for posts of interest.

Seekers hands off posts to the Sales team (responders).

Responders engage with the potential customer directly in the forum or microblog. Some responses become conversations, and some of these become validated leads.

30

Increase Registration: Smart SOA Linked in & Twitter

Promo: One-on-One withJerry Cuomo, our CTO

Achieved 40% of ourPromo Registrationtarget w/in 72 hours

31

Results from using Twitter in IBM’s SOA World Tour!

Run-up• 10% registration uplift• Nearly zero incremental cost

Execution• Save $100K• Collect hundreds of customer references

Follow-up• Big bump in lead capture• Improved lead conversion rates up to 11%

32

Energize through YouTube

33

Rational Software Conference: Social media highlights

Live displays of remoteRSC and RSC tweets

Links to social media on kiosks Real Social at reception

Introduced attendees to Twitter, Flickr, Facebook, and RSC/Rational Support Blog

Provided an overview; let attendees sign up for Twitter and Facebook.

Displayed live streaming of #rsc2009 twitter feed.

Social media overview in RSC guides

Live stream during Mythbusters 19 blog posts from Rational

Support Trended twice during the

conference:June 1st - Scott’s opening

keynoteJune 3rd - Mythbusters 679 followers (140 started following during RSC)*

345 fans (45 new during RSC)*1000 tweets using rsc2009 not posted by the official rsc2009 account (529 during RSC)*

*As of June 4th at 12:30 p.m. EDT

34

Putting it All Together – Basic Recipe

Goals: Greater volume of leads through more web traffic Improve conversion through positive experience

Traditional Tactics Add on Marketing 2.0 Tactics

Co-sponsor events Online polling to build agendas, Facebook and

LinkedIn profiles and groups help share information,

offers and encourage conversations around targeted

topics

Static web banners Blog feed banner

Newsletters

Sponsorships

Interactive signature, drive to widget download

Microsite Video/Blog comments, user ratings of offers

Email blast to rented lists

Register for mobile alerts

Sponsored webcasts Live chat, user-generated forum

35

Putting it All Together – Advanced Recipe

Goals: Greater loyalty through community collaboration Improve conversion through positive experience

Traditional Tactics Add on Marketing 2.0 Tactics

SMEs speak or work peds at events

SMEs to post relevant comments, links,

podcasts, links on existing community sites

User/Customer Group meetings

Establish an online community

Set up a board of advisors (or sales focus group to get feedback on your strategy or test your messaging)

Target specific focused blogs and communities to help influence sentiment and get feedback on positioning and products

Push branded messages Create two-way channel for your brand - Facilitate creation of community generated content - videos, podcasts and allow users to remix & comment socially

36

1. Listen

2. Manage your brand reputation. (follow IBM Social computing guidelines) http://www.ibm.com/blogs/zz/en/guidelines.html

3. Be real, authentic, be candid, be YOU (People want to connect with real people)

4. Be patient. Let things grow organically

5. Give To Get (Take interest in others and share valuable information, even if it doesn’t benefit you directly)

6. Social media is about interaction & building relationship: It’s about joining the conversation

The 6 rules of Social Media The 6 rules of Social Media

37

References IBM Social computing guidelines http://www.ibm.com/blogs/zz/en/guidelines.html

Recent trends in the global blogosphere? social media directory

How do I make time to do social media ?!

List of agencies who can help you in your social media campaign execution

The Impact of Corporate Culture on Social Media

The social media experiment is over. Now it's time to extract value. IBM SWG Social Media Marketing wiki

Gina Poole, IBM goes to work, Gina Poole’s video

Tap into the interconnected world and earn the rewards !

Get Marketing, Get Social

IBM's social media marketing campaign hits the target!

Exclusive Social Media event in IBM’s Virtual Forbidden City

Play your imperial part in IBM’s Virtual Forbidden City (VFC) SOA Tour

5 reasons to twitter

Jon Iwata's interview on You Tube

38

“You have two choices. You can continue to lock yourself behind facile corporate words and happy talk

brochures. Or you can join the conversation.”

393939

Click here to visit IBM SWG Social Media Marketing Wiki

PartnerWorld Communities landing page: http://www.ibm.com/connect/partnerworld/

Follow us on Twitter: www.twitter/delphrb

Be my friend on Facebook

Read my blog

Join me on Linked in

Blue Twitt me !

Start with social media today and earn your badges :

Super Social Women Badge

Social Media Marketer Merit badge

40

Instruments of Social Media Marketing

• Social networks : These sites allow people to build personal web pages and then connect with friends to share content and communication. Like Facebook, MySpace.

• Blogs : Perhaps the best known form of social media, blogs are online journals, with entries appearing with the most recent first.

• Wikis: These websites allow people to add content to or edit the information on them, acting as a communal document or database like Wikipedia

• Podcasts : Audio and video files that are available by subscription, through services like Apple iTunes.

• Forums: Areas for online discussion, often around specific topics and interests

• Content communities: The most popular content communities tend to form around photos (Flickr), bookmarked links (del.icio.us) and videos (YouTube).

• Micro blogging: Social networking combined with bite-sized blogging, where small amounts of content are distributed online and through the mobile phone network like Twitter

41

Profile: professional accomplishmentsConnections: friends, colleaguesGroups DirectoryAnswers: community questions

Network updatesOpenSocial Platform (Business Week partnership)Paid account: broader reachPaid Advertising available

BUSINESS RELEVANCE:

OWNERSHIP: Private: Independent

IBM has a strong presence on site: Company profile; 183 IBM groups (employee- & technology-specific)

Top Industries: Technology, Finance, Media, CPG, & Entertainment (150 total)*** Opportunity:

Target SMBs (500,000 registered) by identifying them through industry & interest search (get a paid account for greater flexibility)

Get involved through Answers section by providing insight on industry

FEATURES:

AUDIENCE:Geography* & Age Range**

*Alexa Traffic Rankings, 2008**Quantcast, June 2008***Business Week, 2008****Go-to-Market Strategies, Resource Center, 2008

WHAT IS IT? A networking tool Registered users can:

Connect with job candidates, industry experts, colleagues, & business partners

Maintain a list of contact details of people they know and trust in business

41

42

BUSINESS RELEVANCE:

OWNERSHIP:

Podtech creates content for clients such as AMD, Microsoft, & HP Top Industries: Technology, Finance, Entertainment, & Telecommunications Opportunity

Follow competitors’ content to understand their strategies & how they engage with and listen to their audiences

Potential partnership in creating IBM material (ex:IBM Shortcuts Series) Re-launch the now inactive PodTech India Platform by creating relevant

content (i.e. training videos)

Private: Independent

FEATURES: Engagement Roadmap

AUDIENCE: Geography* & Age Range**

*Alexa Traffic Rankings, 2008**Quantcast, June 2008

WHAT IS IT?

Creates original online programming for its clients about their brands

Promotes that content on social sites frequented by the target audience to initiate a relationship and discussion

Identify target audience characteristicsCo-development of Client storyDesign Client social media network

Online video storytellingSyndication & promotionMeasure successPaid Advertisement not available

42

43

BUSINESS RELEVANCE:

OWNERSHIP:

IBM is well covered in social media on Technorati: tags include: microsoft, lotus, linux, technology, software, news, apple,

google, domino, lenovo Top Industries: Technology, Business, Entertainment, Politics, & Sports Opportunity:

Create and tag engaging & interesting material that will gather votes and start a discussion


FEATURES:

AUDIENCE: Geography** & Age Range***

*Technorati, June 2008**Alexa Traffic Rankings, 2008***Technorati, June 2007 (age groups <18 & 34+ are estimated

based based on site reviews)

WHAT IS IT?

An internet media search engine that helps users search through pictures, videos, music, and blog posts

Technorati indexes 112.8 million blogs and over 250 million pieces of tagged social media *

Categorizes blogs, photos, & videos using tags posted by authorsSearch: site compiles lists of any relevant tagged social mediaTechnorati WTF (Where’s The Fire)

Register blog to receive viewer statisticsSearch.technorati.com: blog-search-only pageReal-time buzz trackerPaid Advertising available

43

44

FEATURES:

BUSINESS RELEVANCE:

OWNERSHIP: Private: Independent

IBM’s presence on site varies with the number of IBM-related submissions Search resulted in 300+ listings (most recent entry is ~1 month old)

Top Industries: Technology, Entertainment, Education, & Politics Opportunity:

Create fun and engaging material that will generate discussion and be featured and “Dug” on the site

AUDIENCE: Geography** & Age Range***

*Quantcast, March 2008**Alexa Traffic Rankings, 2008***Quantcast, June 2008

WHAT IS IT?

Site for users to share & discover content

Users submit their favorite media (video, blogs, photos…) & rate & comment other users’ submissions

#1 user-submitted new site worldwide*Simple ProfileUsers submit, rate (Digg/Bury), & share articles, video, photos…Diggspy: real-time view of activity

Facebook applicationRecommendation engineArticles: tech, politics, entertainment, business, science, sports, & gamingPaid Advertising available

44

45

IBM has a good presence on site: 22 IBM pages (products & recruiting); 50+IBM groups (employees/interns)

Business & Technology groups revolve around schools, majors & just for fun Top Industries: Music, School/Colleges, Entertainment, Business, Technology Opportunity:

Applications Cater to members with relevant business interests listed in profile

The Visa Business network: application for small business owners

BUSINESS RELEVANCE:


FEATURES:

AUDIENCE:Geography* & Age Range **

OWNERSHIP:*Alexa Traffic Rankings, 2008**Quantcast, June 2008

WHAT IS IT?

A social utility that allows users to connect and interact with other members through networks organized by city, workplace, school, and region

Profile (includes work experience)Groups/NetworksShare/upload: videos, photos…Mobile applicationFacebook chat

News/Mini-FeedsFriends’ status updatesWall postsOpenSocial PlatformProfessional networkingPaid Advertising available

45

46

BUSINESS RELEVANCE:

OWNERSHIP: Public: owned by Yahoo!

IBM has a good presence on site Search led to 52,951 results relating to IBM (products, IBM-related

events, buildings, technology…) Most Popular Tags: Cities (NYC, London…), Countries (France, Germany,

Japan…), Art, Architecture, Colors (Blue, Red…) Opportunity:

Create a group tracking product growth through photographs (e.g. IBM through the years; new IBM products showcase)

Pose question on group discussion board to get members involved (i.e. How can technology be represented in photography?)

FEATURES:



WHAT IS IT?

An image and video hosting website, web services suite, and online community platform

Site for users to share and comment on each others’ personal photographs

Used by bloggers as a photo repository

Free basic account with a profileCan use Yahoo! ID

List contacts as friends and/or familyGroupsUpload photos (5 ways)

Organizr: sets, collections, tagsNote & comment on photos/videosTrack contactsGuest PassPro Service (paid): more flexibilityPaid Advertising not available

46

47

BUSINESS RELEVANCE:

OWNERSHIP:

FEATURES:

IBM has a presence on this site: IBM listed in users’ bios; Workers (ex: Don Neely for Lotus); IBM Pulse Top Industries: Technology, Politics, Gaming, Entertainment, & News Opportunity:

Create multiple Twitter pages based on industry Post fun and interesting tweets that will drive followers to IBM portals/websites Include Twitter address on IBM forums and advertising to gain followers




WHAT IS IT?

A free social networking and micro-blogging service that allows users to send updates ("tweets")

“Tweets” are text-based posts of up to 140 characters in length

Answer the question: What are you doing?

Profile: very short bioCreate network: “follow” membersConnect to network by sending followers 140-character-long “Tweets”

Send updates via: Twitter.com, IM, SMS, RSS, email, application“Personal” messagesTwitter public timelinePaid Advertising not available

47

48

Think…

“You have two choices. You can continue to lock yourself behind facile corporate words and happy talk brochures. Or you can join the conversation.”

49

Public: owned by News Corp.

IBM is mentioned and tagged on the site in: Jobs listings; User videos; Computer & Technology forums

Top Industries: Music & Entertainment Opportunity:

Business & Entrepreneurs and Science forums

FEATURES:

BUSINESS RELEVANCE:

OWNERSHIP:



WHAT IS IT?

A popular social networking website offering an interactive, user-submitted network of friends, personal profiles, blogs, groups, photos, music, & videos for people internationally

Customizable profileLarge network; many communitiesShare/upload: photos, blogs…Myspace MobileMyspace IM

Myspace News (RSS)Friends’ subscriptions/updatesCommentsAPI Application PlatformMusicPaid Advertising available

49

50

BUSINESS RELEVANCE:

OWNERSHIP:


Approximately 80 social networks related to IBM (products, culture, department, conferences…)

Top Industries: Technology, Culture, Entertainment, Music, & Schools Opportunity:

Connect with existing IBM groups & see how can help them grow

FEATURES:



WHAT IS IT?

An online service to create, customize, and share a social network

Appeals to users who want to create networks around specific interests or have limited technical skills

Platform to create own social networkName network

Choose combination of features (photos, videos, forums…)Customize look & launchPaid Advertising available

50

51

BUSINESS RELEVANCE:

OWNERSHIP:

Because social bookmarking site/ browser, difficult to integrate IBM Top Industries: Depends on pages users are browsing Opportunity:

Ensure that IBM-related sites & content are recommended through the Discovery & Video Widgets


FEATURES:

AUDIENCE: Geography*

*Alexa Traffic Rankings, 2008

WHAT IS IT?

▪ A RSS reader/builder integrated into a social bookmarking application based on browser bookmarks

▪ Includes a search engine, web monitoring, sharing functions

Personal page: shared webnotes & bookmarks, friends, & profileYoono & widgets stand on left side of browserFriends Widget: consolidated list of friends from all social networks

Webnotes Widget: grab text, picture, video, & drop it to friendsDiscovery Widget: recommends sites & users related to site browsingVideos/Photos/Music WidgetsPaid Advertising not available

51

52

Resource CenterForums & Initiatives: BPO; Emerging companies; Engineering services; Innovation; Education; Product; Quality; Security; Domestic MarketBlogs: EMERGE blog; India Leadership forum blog 2008

Members: Profile Manager; News; Face to Face; Success storiesPublicationsActivities: Campaign against piracy; Building “The India” brand in software; Database creation; Events; Maintaining high quality; Member services; Domestic TradeNet; Partnership with Govt; Promoting interest; ResearchPaid Advertising not available

BUSINESS RELEVANCE:


FEATURES:

OWNERSHIP:

IBM is well represented on the site through articles and interviews IBM Chairman, Sam Palmisano, won NASSCOM’s Business Leadership Award (2007) IBM Daksh is a member of NASSCOM

Rated 3rd (out of 15) top BPO in India by NASSCOM (2007-08)

Private: Independent (non-profit funded by members) *Alexa Traffic Rankings, 2008

WHAT IS IT? The National Association of Software

and Services Companies The premier organization that

represents and sets the tone for public policy for the Indian software industry

The face of India’s software industry

52

53

BUSINESS RELEVANCE:


FEATURES:

IBM’s presence on the site depends on its products and services being reviewed 3 Results: IBM-sponsored social media & blogcamp, SME Toolkit, Tech recruiters

Opportunity: Connect with writer & founder Amit Ranjan to inform him of new IBM products & services

relevant for the Indian market

OWNERSHIP:


*Alexa Traffic Rankings, 2008

WHAT IS IT? A technology blog dedicated to

profiling innovative Indian web products & internet services

A platform for Indian web startups, ecommerce websites and internet based businesses to showcase their products & services to Indian internet users Essays and blog entries on technology, startups,

internet & entrepreneurshipCommentsTags section Paid Advertising not available

53

54

BUSINESS RELEVANCE:

OWNERSHIP:

FEATURES:


Public: Independent

IBM’s presence on site: News-related results, Classifieds listings, website search, blogs (products, company history, training, business

solutions industries) Top Industries: Technology, Business, Entertainment, & Sports Opportunity:

Become more involved by posting blogs on iLand & video content on iShare


WHAT IS IT? India's leading internet portal for

news, mail, messenger, entertainment, business, mobile, ecommerce, entertainment, shopping, auctions, search, sports,…

Equivalent of Yahoo! In US

India Online business: Rediff.com IndiaUS Publishing business: Rediff.com India Abroad, India Abroad & India New York newspapersNews: Breaking; Business; Entertainment; Sports; Get AheadE-Commerce: online marketplace; auctions; bookstore

Community Features: email, product search, iShare, iLand, Rediff Bol (IM)Mobile: downloads; services (games, search, contests); news subscription (daily/weekly/monthly) Newshound: content aggregation tool, collects India-related contentPremium services targeted at businesses (subscription required)Paid Advertising available

54

55

BUSINESS RELEVANCE:

OWNERSHIP: Public: owned by Google

IBM has a high presence on site through communities & forums (mainly employee-centric, but also help-related) in the following categories:

Company; Computers & Internet; Business; Alumni & Schools Top Industries: Entertainment & Leisure Opportunity:

Create community that will engage & unify different communities already involved in above categories by posting entertaining & relevant content

FEATURES:


*Alexa Traffic Rankings, 2008*Orkut.com

(http://www.orkut.co.in/MembersAll.aspx

WHAT IS IT?

A social networking site operated by Google, that helps users meet new friends and maintain existing relationships

Simple ProfileCommunitiesShare/upload: photos & Google/Youtube videos

ForumsGoogle ChatScrapbook (“Scraps”) Paid Advertising not available

55

56

BUSINESS RELEVANCE:

OWNERSHIP:

FEATURES:


Public: owned by Axill Europe Ltd., subsidiary of Northgate Technologies, Ltd.

IBM’s presence on site is in Gangs, but only for employees In Technology Gangs category: many that discuss soft- & hardware but none that cover business Top Industries: Entertainment & Leisure Because the main target consists of college students, may not be important for business solutions (some

are “entrepreneurs” but no section dedicated to them)


WHAT IS IT? A social utility that brings together all

the young Indians living across the globe

For every young Indian who is a student or a non-student, fresh graduate, a working professional or an Entrepreneur, and is focused on providing comprehensive solutions for any personal and professional issues

Simple ProfileNetworksGangs (groups)Campus TV (UGC)ChitChat

Study AbroadRepresentatives (“Earn Part-Time”)Café Bharat: film news, gossips, photo galleries, wallpapers, videos & trailersPaid Advertising available

56

57

BUSINESS RELEVANCE:

OWNERSHIP:

FEATURES:


IBM does not have a presence on this site Top Industries: Bollywood Entertainment & Music Group categories include business solutions industries but most groups have very few members

and posts Popular groups revolve around entertainment topics

Moreover, emphasis is on meeting people, not business

Private: Independent *Alexa Traffic Rankings, 2008**Quantcast, June 2008

WHAT IS IT?

A social networking site created by Indian youth for Indian youth to connect with friends and meet new ones

Mobile features allow users to stay connected at all times

Customizable ProfileGroupsMatchmaking Quizzes

Yaari Mobile Ywords: browse the networkYchat: mobile chatroom

Paid Advertising available

57

58

BUSINESS RELEVANCE:

Public: part of BT Group

FEATURES:

IBM’s presence on site is through mentions in blogs (interviews, product comparisons), sale of its products, & IT consultants, all in the Business category

Most popular Communities: The Lounge (Internet & Computing) & Ideas for BT Tradespace

UK definition of SMB is a company with no more than 250 employees**

Opportunity Use site to target and engage listed businesses and establish

IBM as business consultant (through blogs and postings)


*Alexa Traffic Rankings, 2008**Department for Business Enterprise & Regulatory

Reform, 2008

WHAT IS IT?

▪ An online community incorporating a business directory and marketplace

▪ Buy & sell products/services, find a business & network

▪ Members use social media tools (blogs, photos, videos & podcasts) to promote their products/services

Create BT Tradespace site: upload photos, audio & video to showcase products & services, keep a blogCommunities: events, discussions, Q&As (by area & category)

Sell products with PaypalSubscription ((₤15): unlimited product listingsListed on BT Tradespace DirectoryPaid Advertising not available

OWNERSHIP:

58

59

BUSINESS RELEVANCE:

OWNERSHIP:

FEATURES:

Public: owned by AOL

IBM has low representation on site: primarily user-posted commercials Large number of business-related groups & applications (including podcast) Top Industries: Music, Entertainment, & Gaming Opportunity

SN users spend more time per visit on Bebo than any SN site (217 min)*** Use Open Media Platform to share content & create IBM business-related

group with blogs and forums to generate discussion


*Alexa Traffic Rankings, 2008**Quantcast, June 2008***comScore Media Metrix,Worldwide Data, Jan 2008

WHAT IS IT?

The next generation high school and college social network makes it easy for high school and college students to stay in touch with their friends, find long lost friends, and meet new people

Customizable profile (skins)GroupsShare/upload: videos, photos,…Bebo MobileAIM, Skype, Windows Live Messenger on profile

Open Media Platform: for companies to distribute content to Bebo communityMusic: bands’ profiles showcase musicAuthors: writers upload chapters from books & get reviewsOpen Social PlatformPaid Advertising available

59

KHO THƯ VIỆN TÀI LIỆU SEO/SEM/SMM/SMO của DICHVUSEO.COM – THIETKEWEB.VN Tài liệu sưu tầm của www.dichvuseo.com LIÊN HỆ dich vu seo và Thiet ke website GỌI ĐIỆN TƯ VẤN THIẾT KẾ WEB và LÀM SEO MIỄN PHÍ 24/24

Nhung : 0915157599 - Huyền : 0953384090Email : [email protected]

HOẶC XEM CÁC GÓI SEO SAU : GÓI SEO CƠ BẢN

GÓI SEO GIÁ RẺSEO CAM KẾT TOP 10SEO BẢN ĐỒ GOOGLEĐÀO TẠO SEO

60

how to leverage social media to grow your business 22 september 2009 – bp education session

Documents