Ibm Swg Social Media Marketing Delphine Remy Boutang 3rd March
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IBM Case Study: "Guiding Your Organization Through The Social Media Landscape” - IBM Social engagement strategy - how we have addressed social media governance from both an internal and external perspective at IBM. -insights on IBM’s social computing guidelines - Education on how IBMers can successfully leverage social technologies for improved business results. - Best practices example
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Ibm Swg Social Media Marketing Delphine Remy Boutang 3rd March
- 1. Delphine Remy-Boutang, ! Social Media Marketing Director WW! Social Media @ IBM Social Media and the Employment Relationship 3 March 2010 - Grange Holborn Hotel – London, UK © 2009 IBM Corporation
- 2. Social Media defined Social media are the forums, blogs, social networks, chat and any other media where users communicate with one another Video and • You Tube Photo Sharing • SlideShare Collaboration • Wikipedia Sharing • Digg Social Bookmarking • Del.icio.us Participation • Search tag clouds Social Networks Online • Facebook Communities • LinkedIn Community • Second Life Virtual Worlds • Multiverse Social • Amazon Affiliates Commerce • ThisNext Blogs Micro • Twitter Blogging • Jaiku Tumblelogs • Tumblr • Ozimodo © 2009 IBM Corporation
- 3. Social media… It’s all about YOU… YOU can connect with anyone Anyone can connect back, help YOU , talk to you © 2009 IBM Corporation
- 4. IBM’s Social Media engagement Goals Our goal is to use social engagements to enhance the brand and support the brand strategy in 4 key ways © 2009 IBM Corporation
- 5. 1- Deepen relationships with our constituents by designing intentional experiences 2- Position IBM as the agenda setter by extending our participation in conversations 3- Deliver IBMers and their expertise – and the depth and breadth of IBM’s global workforce 4 - Gain insight to inform offerings and improve constituent relationships Source : Adam Christensen © 2009 IBM Corporation
- 6. IBM recently recognized by one of the “Smartest Big Brands in Social Media © 2009 IBM Corporation
- 7. Different times, different ways of finding a job © 2009 IBM Corporation
- 8. How to people find out about jobs? Experts in their area of interest INTERNET Phone Friends Face to Specialized magazines Face Communities Offline magazines © 2009 IBM Corporation
- 9. Leading the transition to a smarter planet Social media revolution Our world is becoming INSTRUMENTED Our world is becoming INTERCONNECTED Virtually all things, processes and ways of working are becoming INTELLIGENT © 2009 IBM Corporation
- 10. Social theory of the interwebs § Most web interactions with our brand/ content aren’t on our website anymore § New Social rules : – We don’t host the parties – We need to find them – We need to make nice – We need to invite people back to ours “Humans are social beings, they like to share things, talk together and technology lets them do it on an unprecedented level” Ken Mandel. Regional MD, Yahoo! South East Asia © 2009 IBM Corporation
- 11. OK, but how do we reach all these people candidates talk to? Or candidates themselves? Web 2.0 makes social media “digital” conversations possible Enables Ideas to Easily Spread and Evolve § Technology § Opinions The “network” Continuous § Infrastructure § Discussion dialogue § Process § Content Social Media web-enables word of mouth… the most powerful kind of marketing “I went to an interview @Ford today and it was so cool. Much better than I imagined J”, viaTwitter © 2009 IBM Corporation
- 12. Social Media Changes Recruitment to a Conversation § Candidates comment on your blogs § They talk about bad and good experiences § They look for jobs § They create “hate” sites if they really don’t like your company § They look for “cool” companies and employees (who blog about jobs, spread the word about vacancies, talk open to the candidates and are NOT afraid to answer a question publicly) People find out about jobs via social networks, experts’ or friends’ blogs or twitter. Don’t think everyone is visiting your internet page to check for jobs: bring people to it! Trying to “control” the conversation will be counterproductive and Web 1.0 users were consumers potentially harmful Web 2.0 users are participants © 2009 IBM Corporation
- 13. Web 2.0 Is Not Just a B2C Phenomenon; IT Professionals Participate in Social Media for Work Related Purposes Over 90% of the technology prospects go online to find information before a purchase decision Peer opinions matter the most in the technology buying process. (Source Forrester) 40% of B2B buyers are advocates (Source: Zuberance) 70 % of IT professionals actively participate in work related online communities. (Source: e-Marketer) This is not about B2B or B2C anymore Welcome to the C2C era © 2009 IBM Corporation
- 14. IBM Social Media Landscape" Experts Intranet Internet / world Clients § Become more competitive Blue 2.0 i/e Profiles Public Experts Partners § Build trust spaces § Gain more insight faster by Public going where my customers are Conversations Experts Employees communicating • Find and qualify Clients and Partners • Know, contribute § Better team collaboration network Communities and • Find and qualify Teams • Discover information • Know, contribute, network § Faster communication • Discover information • Develop trust, credibility • Develop trust, credibility § Create new customer Meetings relationships § Grow existing customer Business Processes relationships § Better connect to target Social search audience Firewall § Grow my reputation internally § Grow my reputation externally 14 Source: Jennette Browning, IBM © 2009 IBM Corporation
- 15. § IBM Case Study: Leveraging Social Software Internally" Social networking as a great way to improve productivity and effectiveness, especially in today's business environment where it's estimated that employees spend 25% of their time looking for information, and 42% of employees use the (IBM Smarter Work) wrong information to make decisions... ouch! © 2009 IBM Corporation
- 16. BlueIQ: Driving Social Software Adoption at IBM -Improve the productivity of IBM SWG client facing individuals and teams - Establish IBM as the showcase for the business benefits of social software Online Resources: Getting started In-depth solutions guide Success stories of other IBMers using social software Ready to get started? Checkout BlueIQ Resource Center. 920+ BlueIQ Ambassadors... “Volunteer Army” of IBMers helping other IBMers: Clinics – help individuals get started 1:1 “Lunch & Learns” - half to two hour session for a group of individuals JumpStart – consulting engagement to get a team or a community get started ...in 46 Countries ...from every IBM Business Unit Need help? Ask one of the BlueIQ ambassadors who tagged themselves. © 2009 IBM Corporation
- 17. IBM Social Software Adoption: Total Users 5,000 88,300 11,200 96,600 19,600 Quickr 591,583 profiles 57,800 (60% outside the US) Lotus Connections (on Technology Adoption Program) 64,400 215,400 72,844 (33% outside US) 369,700 (57% outside the US) Source : Maria Arbusto 17 © 2009 IBM Corporation
- 18. BlueIQ: Internal Impact of Social Collaboration IBM social software benefits acknowledged by % of survey respondents 87% of IBMers collaborating with Improved customer satisfaction 42% others using social software Increased sales 60% increase skills Increased sense of belonging 65% Improved personal reputation 65% 84% access experts quicker Increased productivity 74% Reused assets 77% 74% increase their Shared know ledge w ith others 84% productivity Accessed experts quicker 84% Increased skills 87% 64% improve personal 0% 20% 40% 60% 80% 100% reputation *Source: IBM Community of Practice Business Impact Survey completed by approximately 2,300 respondents. © 2009 IBM Corporation
- 19. IBM Case Study: Leveraging Social Media externally “Social networking is expected to have generated $4.8B in revenue by 2012 for IBM.” (IBM Horizon Watch) © 2009 IBM Corporation
- 20. Social Media Outside the IBM Firewall examples (including Alumni) 80+ accounts using “IBM” in the name (25% from outside the US) – over 3,000 IBMers on Twitter 200+ IBM channels 39,000+ users, 500+ IBM groups (65% outside the US) 378,000+ (*including Alumni) 166 communities, 200+ blogs, 5000+ profiles 75,000+ 100,000 IBMers collaborating with 200,000 non-IBMers Source : Maria Arbusto © 2009 IBM Corporation
- 21. Social Media Marketing at IBM: 7 Key Steps! 1/ WHY: Establish your core business objectives 7/Maintain the relationship 2/Listen to your audience 6/RESULTS: Measure those things that will best help you 3/ WHO: determine the impact of your involvement and participation Target your audience Understand digital behaviors Develop social media map Identify needed experts 5/ HOW: Deployment: Empower 4/ WHERE: Environment Consumer advocacy (Participation) WHAT: Experience Identify available/required assets Select appropriate social media And resources for participation in networks, tools, and content the most relevant conversations. Train the experts Source : Todd Watson and Delphine Remy-Boutang 21 © 2009 IBM Corporation
- 22. IBM Social Media Marketing Enablement! • IBM provides a variety of education and enablement materials for social media marketing, including: • Education sessions to share social media marketing best practices, techniques, and technologies. • Social media marketing “best practices” and out-of-the-box campaign methodology. • Blue IQ Community • IBM SMM Community Super Social Women Badge Social Media Marketer Merit badge • IBM SMM Summit New York June 09 Review presentations (charts and audio recordings) from 2009 Social Media Summit © 2009 IBM Corporation
- 23. IBM Social Media Program Office: Mission § Gap – Global Marketing and Communications teams driving IBM’s nascent social media programs agree greater cross-IBM coordination and metrics, and principles would greatly accelerate efficient implementation of their social media marketing programs § Social Media Program Office – Provide social strategy guidance and aid IBM’s social media marketing programs via new cross-IBM functionality – Capture potential revenue opportunities and reduce costs/resources required to execute social media programs, ensuring they are carried out consistently and successfully in accordance with IBM business strategies “Social media requires a community management model where leadership is distributed, all participants have voice, and employees and/or customers feel they can initiate change.” – IDC #socialbiz © 2009 IBM Corporation
- 24. Getting started Who needs to be involved? § HR professionals need to start using social media and let people know about good reason for working at IBM § HR can work with Comms in identifying IBMers who are very active in social media (blog, twitter, etc) willing to share their experiences and promote IBM on their sites § HR needs to engage itself in conversations in IT blogs, forums, etc and ANSWER questions © 2009 IBM Corporation Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
- 25. Getting started: example of tools that I can use and how? Social networks § Create an account in Facebook, Linked.In or XING § Use your account for delivering messages to your network, create and join groups and create events. § Add your company’s JOBS page to “My page” or “My links” § Spread the word about openings § Create events supporting real job fairs or virtual fairs you are organizing (allow people to enroll and ask questions about it online) § Discuss about your company with your direct network. Use a friendly but professional style, otherwise people may leave your network! © 2009 IBM Corporation Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
- 26. Example: Using Facebook for promoting recruitment events Searching for “IBM events” returns over 500 results on Facebook People can: § RSVP for an event § add comments § find out details § share it with their network (e.g. friends looking for jobs) Use it when: § you plan a local job fair § Organize an university event § etc Source: Silvia Mhailescu, IBM Communications - BlueIQ Ambassador © 2009 IBM Corporation
- 27. Connect to the Greater IBM network and share jobs through it! Grew from 400 members to 25,000 in 2007 – 13K alumni registered around the world © 2009 IBM Corporation Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
- 28. Getting started: What tools can I use and how? Blogs § Comment on industry experts’ blogs about working at IBM § Create blogs about HR specific topics and news on hiring or talent management and allow candidates to find you (yes, blogs, videos, tweets and more improve your google search results!) § you can use the platforms below: blogger, wordpress § Ask IBMers to blog about their experience on working at IBM © 2009 IBM Corporation Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
- 29. Blogs By Industry Experts: www.web-strategist.com By IBMers: ibmglobalcareer.blogspot.com © 2009 IBM Corporation Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
- 30. Tweet about openings at IBM § Twitter.com is a rapidly growing environment for sharing fast news, opinions, etc in max 140 characters § HR can use for example the @IBMjobsRussia account to post news about jobs in IBM Russia, link to GOM, allow candidates to FOLLOW the user and ask questions, share the news, ask questions about working at IBM etc. § HR can create public profiles, link to IBM Openings in the WEB section and start following IT specialists or targeted candidates groups (eg. ITcommunityRussia) § Use #channelname to add news to your channel and @username to send a comment to a user Example on how UK HR uses twitter: @ibmukcareers © 2009 IBM Corporation Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
- 31. Example Using twitter: search results for jobs for programmers © 2009 IBM Corporation Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
- 32. Linked-in, Join the conversation Linked.In + HR = BestFriends Forever! § LinkedIn has a 40+ million network of professionals § from over 150 countries. How do I use it as a recruitment tool? § You create a profile, invite connections, build § your network and search candidates - rather like § networking in person but with greater coverage. © 2009 IBM Corporation Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
- 33. Update your profile with what you are working on: ‘Looking for an Alliance Business Dev Manager based in Prague’ Grow your network and have access to 1st and 2nd degree connections. � Include the link to your local career site: Build up your recommendations www.ibm.com/start/pl NOT http://www-05.ibm.com/employment/pl © 2009 IBM Corporation Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
- 34. Groups on Linked-in 1. Posting jobs on groups 2. Posting relevant discussion items (ie: new SAP Competence Center in IBM Poland) Note: Do not use the ‘Discussions’ section to advertise jobs, always use the ‘Jobs’ section otherwise you may be banned from the group. © 2009 IBM Corporation Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
- 35. USE TWITTER to feed LINKED.IN and FACEBOOK ;-) You can choose which LinkedIn status updates you share with Twitter, as well as which tweets are displayed as your LinkedIn status. Use #in or #li to share posts from Twitter to your LinkedIn status. Check the Twitter box to publish your Linkedin update to Twitter. © 2009 IBM Corporation Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
- 36. Interact with candidates § Use Dialog Boxes on job openings’ page: HR specialists could offer advices in an interactive way (see example below on how you can find out more about a software product in Germany) © 2009 IBM Corporation Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
- 37. YOUTUBE Use Youtube in 2 ways: § Promote existing videos from IBM –Research, Advertising, etc (search for IBM) § Create your own content like – Interviews with your HR Leader on Career@IBM – Employees talking about their job@IBM (eg java programmer, consultant etc) – Newhires reporting their first 3 months @IBM through weekly reports- 2mins – And more … © 2009 IBM Corporation Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
- 38. Getting started: What tools can I use and how? § Virtual worlds One of the most popular platform for organizing virtual recruitment, university or alumni events is Second Life (secondlife.com). IBM has various locations (islands) in Second Life and some dedicated to recruitment like UNIVERSITY RELATIONS island or IBM Brno island (see pic on the right) You can plan when to organize an event, what you want to use (projecting a presentation, Major advantages: allowing participants’ avatars to take a § IT candidates enjoy experiences in a survey, find openings) give virtual t-shirts and high tech environment other give-aways to participants and much much more. § Cheaper than a real event Want to run a recruitment event in SL? § Fun and exciting contact Silvia Mihailescu, Maria Izabel § Can involve people from various Vinha Vieira or Robi Brunner locations both from IBM or externally! © 2009 IBM Corporation Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
- 39. Example of what other IT providers do in Social Media for HR © 2009 IBM Corporation
- 40. Social Media Conduct at IBM: Built on Employee Trust! - IBM supports open dialogue and the exchange of ideas - Responsible engagement in innovation and dialogue - To learn, to contribute (source: Adam Christensen) ü Be who you are ü Speak in the first person ü Use a disclaimer ü Respect your audience ü Add value ü Don't pick fights ü Be the first to respond to your own mistakes. ü Use your best judgment. ü Don't forget your day job. ‘In the social media, the IBM employee is the brand’ © 2009 IBM Corporation
- 41. Social Computing Guidelines-Executive Summary § Know and follow IBM’s Business Conduct Guidelines. § IBMers are personally responsible for the content they publish on blogs, wikis or any other form of user- generated media. Be mindful that what you publish will be public for a long time – protect your privacy. § Identify yourself – name and, when relevant, role at IBM – when you discuss IBM or IBM-related matters. And write in the first person. You must make it clear that you are speaking for yourself and not on behalf of IBM. § If you publish content to any website outside of IBM and it has something to do with work you do or subjects associated with IBM, use a disclaimer such as this: "The postings on this site are my own and don’t necessarily represent IBM’s positions, strategies or opinions." § Respect copyright, fair use and financial disclosure laws. § Don’t provide IBM’s or another’s confidential or other proprietary information. Ask permission to publish or report on conversations that are meant to be private or internal to IBM. § Don’t cite or reference clients, partners or suppliers without their approval. When you do make a reference, where possible link back to the source. § Respect your audience. Don’t use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be acceptable in IBM’s workplace. You should also show proper consideration for others’ privacy and for topics that may be considered objectionable or inflammatory - such as politics and religion. § Find out who else is blogging or publishing on the topic, and cite them. § Be aware of your association with IBM in online social networks. If you identify yourself as an IBMer, ensure your profile and related content is consistent with how you wish to present yourself with colleagues and clients. § Don’t pick fights, be the first to correct your own mistakes, and don’t alter previous posts without indicating that you have done so. § Try to add value. Provide worthwhile information and perspective. IBM’s brand is best represented by its people and what you publish may reflect on IBM’s brand. © 2009 IBM Corporation
- 42. © 2009 IBM Corporation
- 43. So are you ready For Social Media? The 6 rules of Social Media And remember: 1. Get to know your audience… 1. Listen online 2- Participate in the Social web 2. Manage your brand reputation above all 3- Map requirements to relationship lifecycle objectives 3. Be real, authentic, be candid, be YOU 4- Just because you “can” doesn’t mean you “should” (People want to connect with real people) 4. Be patient. Let things grow organically Social Computing Guidelines 5. Give To Get 6. Social media is about interaction & building relationship: It’s about joining the conversation © 2009 IBM Corporation
- 44. Still Thinking Social Media is Only For Generation Y? © 2009 IBM Corporation
- 45. Think Again “You have two choices. You can continue to lock yourself behind facile corporate words and happy talk brochures. Or you can join the conversation.” Thank You! Delphine Remy-Boutang, WW Social Media Marketing Manager IBM Software Group Marketing 2.0 Twitter: @delphrb © 2009 IBM Corporation
- 46. Acknowledgement and links § Business Conduct Guidelines § Social Computing Guidelines § Gina Poole, IBM goes to work, Gina Poole’s video § The Impact of Corporate Culture on Social Media § The social media experiment is over. Now it's time to extract value. § Jon Iwata's interview on You Tube § HR slides were sourced by Silvia Mhailescu, IBM Communications - BlueIQ Ambassador Social Media directory © 2009 IBM Corporation
Editor's Notes
- Web 2.0 and social networking capabilities have gained rapid acceptance for creating, sharing and discovering information and relationships (ex: FacebookWikipedia, Technorati, YouTube, Flickr, iTunes, RSS, tags, widgets, etc.) As a result, a global digital information commons is emerging that is interlinked, low cost (even free), and easy for anyone to use “ New Media” channels and content: not just what we shape and produce, but what our employees, partners, communities, and adversaries produce These new publishing economics invite new strategies for effectively and efficiently distributing content and engaging key audiences to build brand equity We need to shift from “putting a message out” to nurturing networks of relationships and to achieve synergy and cost savings via content reuse and repurposing. YouTube is currently serving 100 million videos per day, with more than 65,000 videos being uploaded daily. Second Life is currently inhabited by over 2.5 million people from more than 80 countries. They transact nearly $500,000 in real money daily on everything from t-shirts to real estate. U.S. teenagers spend 60 percent less time watching TV than their parents, and 600 percent more time online. The number of U.S. online video viewers is expected to surge to 157 million in 2010, from 107.7 million in 2006, according to eMarketer. As of May 1, 2007, Technorati was tracking 75 million blogs, increasing at a rate of 175,000 new blogs created daily. More than 450 million camera phones were shipped in 2006. At current growth rates, there could be one billion camera phones in use worldwide by 2008. That’s nearly one-sixth of the world’s population.
- YOU can connect with anyone Anyone can connect back, help you, talk to you - Will you ever have enough money, resources, power, influence to say now is the time? “ Be Disruptive, be persistent, be patient. The biggest obstacles are all human” Dr Victoria Hale, Founder of OneWorldHealth
- The Economics of Engagement (aka “The Four Key Principles of Happiness.”) Satisfying work to do. Experience of being good at something. Time spent with people we like. The chance to be a part of something bigger. Based on the research of Jane McGonigal which she presented during her keynote at the 2008 SXSW Interactive Festival.
- Today, IBM is helping our clients to change the way the world literally works – and to make the planet not just smaller and “flatter,” but smarter . The economic downturn is just one of several shocks we’ve felt in recent years that highlight how institutions, governments and even individuals are all connected – economically, technically and socially. What we’ve learned from them is that it isn’t enough for things to be interconnected. They need to be smarter. And not just in moments of widespread shock, but integrated into our day-to-day operations. The processes of business, government and life – which are ultimately the source of those surprising crises – are not smart enough to be sustainable. What do we mean by smart? Basically, three things. First, computational power is being put into things that no one would recognize as computers: phones, cameras, roadways, power lines, even natural systems such as livestock and rivers. In other words, millions of things are being instrumented. All of this is being interconnected through the Internet, which has come of age. And we now have the computing power and advanced analytics to turn mountains of data into intelligence. With so much technology and networking abundantly available, and at such a low cost, we have the opportunity -- you might even call it the responsibility -- to make these globally integrated systems smarter. Smart food systems, smart traffic systems, smart healthcare, smart energy grids … the list is endless. We have an unprecedented opportunity to make the world work better by making it smarter. Late last year, our chairman put a stake in the ground for IBM to do just that. And so we’re going to use this period of discontinuity as a period of opportunity. We’re going to seek out clients who are ready to make their systems smarter and show that we can help them emerge from this downturn stronger and better prepared for the future. That means accelerating the strategy we’ve been on for several years, so that we’re poised to help our clients through this very important transition. Over 90% of the technology prospects go online to find information before a purchase decision Peer opinions matter the most in the technology buying process. (Source Forrester) 40% of B2B buyers are advocates (Source: Zuberance) 70 % of IT professionals actively participate in work-related online communities. (Source: e-Marketer) This is not about B2B or B2C anymore Welcome to the C2C era
- Democratization of information -a global digital information commons that is interlinked, low cost (even free), and easy for anyone to use Participatory - people are transforming from content readers into content publishers. Tremendous increase in usage Shift from a broadcast mechanism to a many-to-many model, rooted in conversations between authors, people, and peers. Uses the “wisdom of crowds” to connect information in a collaborative manner. Self-organizing
- Over 90% of the technology prospects go online to find information before a purchase decision Peer opinions matter the most in the technology buying process. (Source Forrester) 40% of B2B buyers are advocates (Source: Zuberance) 70 % of IT professionals actively participate in work-related online communities. (Source: e-Marketer) This is not about B2B or B2C anymore Welcome to the C2C era
- A plethora of platforms inside the firewall with healthy participation from outside the US. There is a lot to choose from – which has its upsides and downsides. How many places do you have to provide status updates? How many friends lists do you have to maintain? How many notifications can you manage? The reality is that: There is too much information for us to manage it by ourselves Information from people is richer We all need to connect and feel connected Think about how often you connect with someone to: Find information Get an answer to a question Ask for advice Bounce off an idea Get another opinion
- [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.
- Outside the firewall, we have lots of participation across many platforms – which is good. What will make it better is if we can focus our efforts to align more closely with our strategy – for the brand and for the business. IBMers and Social Media outside the IBM firewall (total users, including alumni)
- SWG Web Presence 1.0 Brand Update August 27, 2004 IBM Confidential A social strategy must determine the most valuable interaction points for each group of customers based on how they want to interact Why : Objectives Establish core business objectives Listen Monitor the Market conversation: (Listen to your audience) Identify & engage the influencers Who : Target your Audience Understand digital behaviors Develop a social media map Maximize digital asset distribution Where : Environment What : Experience Selecting social media networks, tools and content How : Deployment : Empower consumer advocacy (Participation) Identify available/required assets and resources “To fight a network, you need a network”
- SMM Summit 2009 625 people attended the event : 50+ local video conferences in five cities (Stuttgart, Paris, London, RTP, San Jose) 184 in person at Yorktown Heights 394 attend online
- IBM has a large and active alumni network including a wide variety of business-active professionals across the globe. IBM is making a concerted effort to grow the membership and formalize connections with this community especially in 12 high growth/high value markets. The alumni program, called the greater IBM Connection, is the global foundation for the many "localized" IBM alumni efforts (e.g., IBM Global Business Services, IBM Research, IBM Germany, IBM Philippines, etc.) Along with traditional web-based marketing materials and community outreach tools, the Greater IBM Connection has begun to use Facebook applications and other social networking tactics to interact with the 30,000 plus members of the IBM Facebook network and to attract new members.
- The IBM Business Conduct Guidelines and laws provide the foundation for IBM's policies and guidelines for blogs and social computing . Know the IBM Business Conduct Guidelines. Be thoughtful about how you present yourself in online social networks. Managers and executives take note: This standard disclaimer does not by itself exempt IBM managers and executives from a special responsibility when blogging. Respect copyright and fair use laws. Protecting confidential and proprietary information. IBM's business performance. Protect IBM's clients, business partners and suppliers. IBM Business Conduct Guidelines http://www.ibm.com/investor/governance/business-conduct-guidelines.wss Guide everything we do as a company IBM Social Computing Guidelines http://www.ibm.com/blogs/zz/en/guidelines.html Evolved out of IBM Blogging Guidelines Specific guidelines crowdsourced from IBMers No anonymous Contributions Accountability Eliminates all negative aspects of Social Software Adoption
- Give To Get (Take interest in others and share valuable information, even if it doesn’t benefit you directly) Disclosure is the key principle. The recent ruling by the FTC makes it mandatory that “ bloggers who make an endorsement must disclose the material connections they share with the seller of the product or service.” It’s unfortunate that such legislation is necessary to keep marketers in check. Intuitively we recognize that real influencers don’t do paid-for endorsements. It undermines the very influence they are trying to convey.
- Don’t treat online social media as interchangeable channels of influence. Demographic groups use different types of online social media in different ways. Investigate how your typical buyers use each channel, if at all. And understand that how they use social media in their personal lives may not reflect how they use it at work.
- The world is becoming interconnected 1 billion people today on the internet Almost one third of the world’s population will be on the web by 2011 impact is possible only if we can have personal, authentic conversations with customers.