Weitere ähnliche Inhalte Ähnlich wie Using Social Software to Market yourself - inside and outside the firewall (20) Kürzlich hochgeladen (20) Using Social Software to Market yourself - inside and outside the firewall1. Using Social Software to Market Yourself
Inside and outside the Firewall
“It’s all about branding”
Ian McNairn
Program Director Web Innovation & Technology
Office of the IBM CIO
Wednesday, June 03, 2009
© IBM 2009
2. Page 2 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
3. Wordle is written by Jonathan Feinberg
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4. IBM has a workforce of over 500,000
of whom almost 50% are mobile
• 350K+ employees
• 200K+ contractors
• 170 countries
• 2,000 locations
• 70+ acquisitions since 2002
• 50% < 5 years experience
IBM Locations
Mobile Employees
Page 4 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
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7. Website
A collection of web pages, images, videos and
other digital assets hosted on a particular domain
or subdomain on the World Wide Web
Email Portals Social Viral Search Engine
Networking Marketing Optimization
A store and forward A unified, single point of Members invite their personal Using specific tactics that Maximizing the ‘findability’ of
method of composing, customer access to and extended networks to join drive peer-to-peer and ‘word a website or piece of content
sending, storing, and personally relevant and a community. An SN Site of mouth’ messaging, by ensuring the coding,
receiving messages customer information linked connects users through core improving referrals, network content, links & other
over electronic from various logically- features, relevant building, and attributes are optimal to be
communication systems related applications for discussions, content, and recommendations from the found & indexed by the
specific users offline social connections best sources: customers algorithms of search engines.
Customer Small
Knowledge User Mobile
relevant Message
bases Communities Web
data Services
A searchable A central electronic Customer data sources Access to the World Wide Chats, Instant Messenger,
database/repository location for users with a are an integral Web as accessed from ‘Texting’, and alerts
supporting knowledge sharing common point of interest component by providing mobile devices such as delivered in text only to
with internal/ external parties where they can provide profile, transaction, cell phones, PDAs, and chat programs and devices
that accesses information support and share behavior, interaction other pocketable gadgets
based on key words, relevant information with connected to a public
relevance and privileges. each other as a group network.
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11. Marketing 2.0 is viral
http://uk.reuters.com/article/oddlyEnoughNews/idUKTRE54513620090506?feedType=nl&feedName=ukmorningdigest
Page 11 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
12. … and from anywhere, using (almost) any device
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13. Low Trust in Advertising
...and a Need to Drive Advocacy for your Brand
Source: http://www.balladinplaine.com/sla-2008-word-of-mouth-marketing-tuesday-june-17/
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14. Low Trust in Advertising
Drives a Need to Connect Consumer in Communities...
“Indicate your level of trust in the following types of ads”
somewhat or
completely
% trust
Source: Forrester Research and Intelliseek
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16. Social Software is everywhere
Page 16 Ian McNairn - Program Director Web Innovation & Technology Photo credit: Ian McNairn IBM 2009
© www.mcnairn.com
17. You control your brand across Social Software tools
Personalise your ‘signature’
– E-mail
– LinkedIn
– Video conference
– Directories/Profiles
– Virtual Worlds/SecondLife
– Lotus Connections/LotusLive
– Facebook/MySpacePlaxo/Xing/Orkut
– IM/Lotus Sametime/MSN/Skype/GoogleChat
Style the content you share
– Flickr
– Lotus Quickr
– Media Sharing
– Slideshare/YouTube
Choose the topics you weigh in on
– Forums
‘Talk’ & Share about what you know about
– Twitter
– Wikis/WikiPedia
– Blogs/WordPress/Blogger
– Social Bookmarking/Dogear/StumbleUpon/Delicious
Page 17 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
18. Social Networking usage by IBMers in the US
100
estimates for US based population
Percent of group actively using Social Networks
75
50
~ 60% of employees are actively using
social networking – mostly outside IBM
30+
25 < 5 year tenure 5 - 10 10-20 20-30 Retirees
0
45% 26% 12% 13% 4% 26% of current IBM population
Population percentage 2008
Source: Dave Newbold, IBM DE
Page 18 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
19. The case for Social Software inside the firewall
Outside
Intranet <--------- Access from ----------> Internet
How much
No
can I safely
share? Control
Can I trust
Full my staff not
Control to make
Inside
mistakes?
Intranet <----------------Application location-------------> Internet
Page 19 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
20. Beehive
enterprise social networking site,
self-branding, people discovery
Made available to IBMers
in late Sept’07
As of Jan 12, 2009 :
51,998+ joined
62,716 photos
18,902 hive5s
2,853 events
IBMers joining Beehive
(total joined by week)
30,000
25,000
20,000
15,000
10,000
5,000
0
7
7
7
7
7
7
7
7
8
8
8
8
8
00
00
00
00
00
00
00
00
00
00
00
00
00
7/2
4/2
2/2
9/2
6/2
4/2
1/2
9/2
6/2
3/2
2/2
0/2
7/2
/2
/2
/2
/1
/1
/1
/1
/0
/0
/0
/0
/3
/2
05
06
07
08
09
10
11
12
01
02
03
03
04
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21. Socializing around shared photos and lists
Source: David Millen, IBM Research
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22. Attributes
Wednesday, June 03, 2009
© IBM 2009
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26. Ranking and status
5 types of incentive
– Rewards
– Explaining
community benefit
– Goal setting
– Reputation
– Self Benefit
Results from Deploying a Participation Incentive Mechanism within the Enterprise
Rosta Farzan - rosta@cs.pitt.edu
Joan M. DiMicco, David R.Millen, Beth Brownholtz, Werner Geyer, Casey Dugan CHI 2008, April 5-10, 2008, Florence, Italy.
Copyright 2008 ACM 978-1-60558-011-
IBM Research, 1 Rogers Street, Cambridge, MA 02142 1/08/04ı$5.00.
{joan.dimicco; david_r_millen; beth_brownholtz; werner.geyer; cadugan} @us.ibm.com
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28. Benefits
Wednesday, June 03, 2009
© IBM 2009
29. Benefits of Social Software in IBM
IBM social software benefits acknowledged by
% of survey respondents
Improved customer satisfaction 42%
Increased sales 60%
Increased sense of belonging 65%
Improved personal reputation 65%
Increased productivity 74%
Reused assets 77%
Shared know ledge w ith others 84%
Accessed experts quicker 84%
Increased skills 87%
0% 20% 40% 60% 80% 100%
*Source: IBM Community of Practice Business Impact Survey 2007 completed by approximately 2,300 respondents.
Page 29 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
30. When all else is equal, Social Capital differentiates you
“
[research shows that] people with larger contact networks
obtain higher-paying positions than people with small networks.
A similar finding in social support research shows that persons
with larger networks tend to live longer.
Personal contacts get significant information to you before the
average person receives it. That early warning is an opportunity
to act on the information yourself or to invest it back into the
network by passing it on to a friend who could benefit from it.
“
Personal contacts get your name mentioned at the right time in
the right place so that opportunities are presented to you.
Source: Ronald Burt, The Social Structure of Competition, from the book Networks in the Knowledge Economy
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31. Why do people use beehive?
Source: David Millen, IBM Research
* Site-wide data analysis, including user interviews, March 2008
IBMers use Beehive to build stronger bonds with their loose connections
(“weak ties”) and to reach out to colleagues they do not know
“caring” - humanizing the workplace
“[..] Beehive as the virtual water cooler [..] we've added that interpersonal
relationship back in... I'm enjoying being here and seeing a different side of people I
work with.”
“climbing”- advancing your career
“In a company with 300,000 people, it is easy to get lost. If you want to advance,
people need to know something about you.”
“campaigning” - promoting your project
“I've been promoting [my business idea] on Beehive. I started fanning out from my
contact base and people who contacted me. I used their contacts to create a viral
effect… [I’ve] contacted about 1500 people within Beehive…”
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32. In summary: The Benefits of Networking are significant
to the Individual as well as the Organization
For Individuals, It’s about: For Organizations, It’s about:
Being and staying “in the loop” Improving the productivity of knowledge
Being “top of mind” for special workers – since their work is highly
projects, interesting work (Statistics collaborative and social
show that more than 70 percent of Getting everyone involved in innovation
jobs are found and filled through through collaboration
networking) Making everyone’s talent accessible to
Increased visibility, efficiency & the organization
productivity Improving efficiency by leveraging the
Improved opportunities to contribute expertise of everyone
Being efficient by tapping into other’s Improved social capital
expertise as mentors or consultants Creates a dynamic environment that will
Innovation through brainstorming and provide sustainable business advantage
collaboration through employee satisfaction & retention
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33. 1% Authors
9% Contributors
Problems & Risks
Lurkers
90%
Wednesday, June 03, 2009
© IBM 2009
34. The “Ladder” of Social Software Adoption
P ublis h a blog
18% Cre a tors P ublis h your own We b pa ge s
Uploa d vide o you c re a te d
Uploa d a udio/m us ic you c re a te d
Write a rtic le s or s torie s a nd pos t the m
25% Critics P os t ra tings /re vie ws of produc ts /s e rvic e s
Com m e nt on s om e one e ls e ’s blog
Contribute to online forum s
Contribute to/e dit a rtic le s in a wiki
12% Colle ctors Us e RS S fe e ds
Add “ta gs ” to We b pa ge s or photos
“Vote ” for We b s ite s online
25% J oine rs Ma inta in profile on a s oc ia l ne tworking s ite
Vis it s oc ial ne tworking s ite s
Re a d blogs
Wa tc h vide o from othe r us e rs
Groups include people 48% Spe cta tors Lis te n to podc a s ts
participating in at least Re a d online forum s
one of the activities monthly. Re a d c us tom e r ra tings /re vie ws
Base: US online adults
Source: Forrester Q2 2007 44% Ina ctive s None of the a bove
Social Technographics Survey
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35. Social Networks thrive on a few people generating content consumed by many
So, a social
strategy must
determine the
most valuable
interaction points
for each group of
customers based
on how they want
to interact
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36. Using Social Software to Market Yourself
more …. Problems & Risks
http://news.cnet.com/8301-13577_3-10253161-36.html
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37. 1% Authors
9% Contributors
Best Practices
90% Lurkers
Wednesday, June 03, 2009
© IBM 2009
38. The 3 Rs of Marketing 2.0
Real
No more of the old marketing hype
Tell the truth
Admit your mistakes
Otherwise: Customers will ignore you
Relevant
You can’t interrupt people anymore
You must supply what they want
Otherwise: Google will ignore you
Responsive
Marketing is no longer a monologue
You must answer your customers
Otherwise: Customers will flame you
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39. Choice of avatar (& name) in virtual worlds
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40. Be sensitive
http://scienceblogs.com/cognitivedaily/2009/05/casual_fridays_what_does_an_em.php
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41. Some Twitter guidelines
Start small.
Be your own filter.
Don’t buy into the schemes to get hundreds of thousands
of followers.
It is not about you.
Choose your retweets wisely.
Get personal (with work that is).
Seek support from Subject Matter Experts
Don’t treat Twitter like a push-only marketing channel.
Use DMs (Direct Messages) wisely.
Most importantly - Be yourself
http://www.altamirano.org/social-media/so-you-think-you-can-tweet-a-business-guide-to-getting-value-from-twitter/
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42. Measuring impact
http://www.twitalyzer.com
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44. BCG and SCG
1. Introduce the purpose of social media
2. Be responsible for what you write
3. Be authentic
4. Consider your audience
5. Exercise good judgment
6. Understand the concept of community
7. Respect copyrights and fair use
8. Remember to protect confidential & proprietary info
9. Bring value
http://mashable.com/2009/06/02/social-media-policy-musts/
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45. Questions ?
ian.mcnairn@uk.ibm.com
+44 1784 445749
http://www.mcnairn.com/
Page 45 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009