iMedia March Brand Summit: Enabling the Social Workforce

1. Enabling the Social
Workforce
Susan Emerick
Chris Boudreaux
March 7, 2011

2. About Us
Susan Emerick Chris Boudreaux
Global Digital and Social SVP, Management Consulting
Influence Marketing Strategist
@sfemerick @cboudreaux
@converseon
Copyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 2

3. Agenda
• IBM History and Strategic Direction
• Evolution of Social Media in IBM Marketing
• Implications on the Workforce
• What We Did
• What We Learned
Copyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 3

4. 100 Year-Old Global Technology Company
Copyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 4

5. #12 in Fortune’s Most Admired
Copyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 5

6. The world knows IBM through the IBMer
Copyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 6

8. IBM People Dominate Brand Interactions
• Media library: 25k Produced by
uploads Employees
• Beehive: 50k members
• WikiCentral, BlogCentral,
Bluepedia
• 1 M posts in IBM
Forums
Total
• IBMers author Social
Content Media Guidelines
Items • W3 Editorial Board
dissolved
• Last issue of
Think magazine
Produced by
Corporate
1999 2002 2003 2005 2006 2007 2008 2010
Years
12 people can publish to home page 1,141 people can publish to home page
100% Comms employees 40% Comms employees
Copyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 8

9. Social Business Transformation
Social Business
Traditional Business • Empowering the workforce
to be strategic experts in
social business
• Safeguarding the enterprise
• Employing new business
• Selective use of social models to drive business
media value
• Traditional and siloed
business processes and
models
Copyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 9

10. Enabling Masses of Communicators
Informed Engagement
Enabled by Social Intelligence
Social Social
Measurement
Social Intelligence Ecosystem Coverage
and Reporting
Mapping Model
Workforce Enablement Programs
Internal Connectivity and Sharing Tools
Education and Governance
Copyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 10

11. Taxonomy of Social Intelligence Capabilities
Source: Converseon analysis, March 2011
more insight less insight
Engage Relationship Response
Business
Use
Listen Mining Monitoring
Batch Real-time
Analytical Timing
Social Social
Social Measurement
Ecosystem Coverage
Intelligence and Reporting
Mapping Model

12. Conversation Benchmark
• Who are the voices in the • What are the voices, topics and venues
conversation? by funnel stage?
• What is each voice saying? • What is our brand awareness?
• Where are they saying it? • What is our customer satisfaction?
• Who is influencing the conversation? • What are the specific causes of
sentiment versus competitors?
• How does our sentiment benchmark in
our industry and across industries?
Social Social
Social Measurement
Ecosystem Coverage
Intelligence and Reporting
Mapping Model
Copyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 12

13. Influencer Connectivity
• Who?
• What?
• Where?
• When?
• How?
• Why?
Social Social
Social Measurement
Ecosystem Coverage
Intelligence and Reporting
Mapping Model
Copyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 13

14. Experts Cover Influencers by Topic
Automated
Tools
Social Social
Social Measurement
Ecosystem Coverage
Intelligence and Reporting
Mapping Model
Copyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 14

15. Intentional Systems for Long and Near-Term Marketing
Objective Time Frame
• Make markets • Long term
IBM MARKET
MANAGEMENT
SYSTEM
IBM DEMAND • Manage demand • In-quarter and future
SYSTEM pipeline
IBM BRAND • Show up as a great company • Continuous
SYSTEM • Ensure every IBMer lives up to
our corporate character
Social Social
Social Measurement
Ecosystem Coverage
Intelligence and Reporting
Mapping Model
Copyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 15

16. Social Key Performance Indicators (KPIs)
IBM MARKET IBM DEMAND IBM BRAND
MANAGEMENT SYSTEM SYSTEM
SYSTEM
• Share of voice • Social Referrals to Offers • SME Pipeline
• Share of conversations (organic and paid) • SME Eminence
• Share of Search • Offer Engagement Analytics • SME Enablement
(i.e. registrations,
• % of IBM Messages Shaping subscriptions, downloads,
the Market ratings and votes)
• Theme Sentiment • Lead conversion
• Voices Versus Targets
• Volume
• Message Type
• Venues
• Top Domains
Social Social
Social Measurement
Ecosystem Coverage
Intelligence and Reporting
Mapping Model
Copyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 16

17. Thank you
Susan Emerick Chris Boudreaux
@sfemerick @cboudreaux
semerick@us.ibm.com cboudreaux@converseon.com
(248) 552-5797 (416) 692-1250
@converseon