kd h social business introduction
DESCRIPTION
The concept of social business as seen, experienced and promoted by IBMTRANSCRIPT
Yves Van SetersIBM
Karel de Grote-Hogeschool – Antwerp - Nov. 18th 2011
SOCIAL BUSINESS
an introduction
Yves Van Seters
• Team Leader Media Relations & External Communications IBM BeNeLux
• 16 years of experience in sales, marketing & communications
• Active in Social Media since 2009– Twitter, Tumblr, Linkedin, Foursquare, – Slideshare, Youtube, Lotus Live
• IBM Social Maven
IBM
• NYSE: IBM
• Hardware, software, services, consultancy
• B2B
• Revenue in 2010: 99.870.000.000 USD (*)
• Employees WW: 400.000
(*) IBM annual report 2010: http://ibm.co/tHtFHP
The globally integrated enterprise is a company that
fashions its strategy, its
management, and its operations in pursuit of a new goal:
the integration of production and value delivery worldwide.
“People use Social Media to share news, content, opinions, insights, experiences, perspectives and media.”
Ironic Source: http://en.wikipedia.org/wiki/Social_media
Social Media is … Popular
A Conversation
Fast
Emotional
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“We don’t have a choice onwhether we DO social media,
the question is how well we DO it.”
- Erik Qualman
Harsh Truth #1
Most social media strategies are no
strategies !
They’re just a few ‘out of the blue’
activities.
Harsh Truth #2
In the social media world brands love to only take
from their fans, in stead of contributing something
back into the online ecosystem.
Harsh Truth #3
Social media users do not really need brands on the social media platforms.
So what needs to be earned, like in the traditional world, are three words: Acceptance, Equality & Affinity.
So what do they want from us?
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“The leading brands of the futurewill be those who can
communicate with their customers
the most relevant way.” - Yuchun Lee, IBM VP Enterprise Marketing Management Group
“Social Media is all about
relevant CONTENT, addressing the shared
interests of your constituencies”
To provide consumer value, brands need more than good insights
and experts in how to use social media tools.
What they need are people who know the
online communities
Inside & Out
Define a Social Media Strategy 1
2Brainstorm about lots of small, good ideas,
That is better than one big idea.
Community
collaboration creates innovation which leads to the best campaigns, content& ideas.3
4 On the Internet is NO Mass Audience.
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“It is not just about doing social media for doing it, but how you use these emergingtechnologies for social business”
- Ronald Velten
WHAT IS IBM DOING
IBM IS A SOCIAL BUSINESS
SOCIALBUSINESSa definition
Social business focusses on business outcomes, business models and management related to use of social mediatechnologies
Social Selling
Social Collaboration
Social Networking
• Networking• Corporate Branding• Marketing• Communications• Personal Branding …
• Collaboration • Integration of Social Media • in day 2 day business
• Sales• CRM• …
SOCIAL BUSINESS
BlogsCommunities
Bookmarks
Activities
Profiles
Wikis
Files
Lotus Connections
Internal use of Social Media: collaborate
My Profile
Activities
IBMers actively on Twitter
25.000IBMers present atFacebook
198.000IBMers utilizing LinkedIn, includingAlumni
378.000
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IBM channelsOn YouTube
200+Tweets upon the launchof our CMO study
1.000.000IBMers
collaboratingWith 200.000 non-IBMers via DevelopersWorks
100.000
Individual blogs maintained regularly
17.000IBMers profiled at IBM connections
400.000Active page views a DAY of Wikis
1.000.000
Regular Sametime instant messaging users, resulting in 40-50 million messages per day
400.000Downloads of employee generated video- and podcasts
15.000.000 Minutes of
LotusLive meetings, internally and externally each month
20.000.000
We don’t have a corporate blog or a corporate Twitter ID, because we want the ‘IBMers’ in aggregate to be the corporate blog and the corporate Twitter ID.
We represent our brand online the way it always has been, which is employees first.
Our brand is largely shaped by the interactions that they have with customers.”
Adam Christensen, social media communications, IBM Corporation
Spectrum of trust and guidanceEmployee Social Media engagement
Social Media Sites blocked
Only Marketing engages Social Media
Only approved employees engage
All employees are deputized
Everyone does their own thing
IBM is moving itself and its clients well beyond Social Media into a new era of collaboration, insight sharing, and lead generation
it calls Social Business. One of the notions behind becoming a Social Business is that your
employees should be front and centre in your digital activities. Since IBM no longer sells consumer products the brand experience for IBM is an experience with
an IBMer. An experience that is increasingly happening online.
Social Media Guidelines @ IBM
IBM’s social business strategy is to catalog IBMers’ expertise, manage access to them and optimize their interactions with our constituents. By fully enabling the digital IBMer, we can systematically manage the way these social interactions connect with all relevant parts of IBM, including the Demand System – and perform all of these tasks at massive scale.
IBM’s social business strategy is to catalog IBMers’ expertise, manage access to them and optimize their interactions with our constituents. By fully enabling the digital IBMer, we can systematically manage the way these social interactions connect with all relevant parts of IBM, including the Demand System – and perform all of these tasks at massive scale.
Expert Locator
IBM’s social business strategy is to catalog IBMers’ expertise, manage access to them and optimize their interactions with our constituents. By fully enabling the digital IBMer, we can systematically manage the way these social interactions connect with all relevant parts of IBM, including the Demand System – and perform all of these tasks at massive scale.
Expert Relationship Management
Social Aggregator Expert Locator
IBM’s social business strategy is to catalog IBMers’ expertise, manage access to them and optimize their interactions with our constituents. By fully enabling the digital IBMer, we can systematically manage the way these social interactions connect with all relevant parts of IBM, including the Demand System – and perform all of these tasks at massive scale.
Expert Relationship Management
Social Aggregator
Social Business @ IBM
Expert Locator
IBM’s social business strategy is to catalog IBMers’ expertise, manage access to them and optimize their interactions with our constituents. By fully enabling the digital IBMer, we can systematically manage the way these social interactions connect with all relevant parts of IBM, including the Demand System – and perform all of these tasks at massive scale.
Expert Relationship Management
Social Aggregator
Social Business @ IBM
Expert Locator
Social Business Manager
Social Intelligence
Social Business Strategy Enablement
1. Expert Locator
2. Expert Relationship Management
3. Social Business @ IBM
4. Social Activation For Centennial
5. People For A Smarter Planet
6. Social Aggregator
7. Social Business Manager
8. Digital Labs
Expert Locator
Sponsored media
/smarterplanet
Mobile app
Expert Relationship Management
Social Business @ IBM
Social Activation For Centennial
People For a Smarter Planet
Social Aggregator
420Followers
790 Tweets
3,058 Mentions
Content Activation Plan
SMEs
Monitoring & Engaging
Coordinated Dialogue
54Comments
3,000Clicks on
bit.lys
Videos & whitepapers most popular
Target Site List
Network Manager
180 Retweets
Owns
6 listsListed 43
times603
Following
Social Business Manager
BUs PR / MR
Digital Labs
VisionConsolidated
InsightsEngage Energize
Embrace
Constituent's)
Outcomes iteration
Data iteration
Optimization iteration
IT IS ALL ABOUT ENGAGEMENT
IT’S ALL ABOUT TRANSFORMING IBM’ers IN SOCIAL BUSINESS AMBASSADORS!
Social Business in practice: Shoes!
IBM Social Media Analysis Points to Lower Heels, Bucking Economic Trend
Usually women’s heels stay high during a downturn; perhaps not this time
An IBM (NYSE: IBM) computer-based analysis of billions of social media posts predicts an intriguing change on the horizon in women’s shoe fashions, with heel heights– currently in nosebleed territory – poised to decline. The IBM project highlights the predictive capabilities of social media analysis as a source of valuable insight that can help drive business strategies and results.
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RETURN ON ENGAGEMENT
Listen
Learn
Contribute
Share
Some handy links
Social @ IBM
IBM Social Business Guidelines
ibm.com/socialbusiness
and always welcome at @yvesvs