1. Worstelt jouw organisatie met social-mediagebruik door medewerkers? Vindt het
management het tijdverspilling of betaald hobbyisme? Wil je een goed voorbeeld
van het tegenovergestelde? Kom dan luisteren naar de praktijkcase van IBM! Het
bedrijf begreep al vroeg dat effectieve communicatie in het 2.0-tijdperk via alle
medewerkers gaat, en niet alleen via een afdeling communicatie. Zij omarmden de
mogelijkheden van social media en ‘empowerden’ IBM’ers om actief te zijn online.
Wil je weten hoe IBM dit precies heeft aangepakt en hoe het met de accountability
zit? Ronald Velten en Andrada Morar vertellen het je graag in hun boeiende
presentatie!
Over Ronald Velten en Andrada Morar Ronald Velten is Marketing,
Communications & Citizenship Director bij IBM Benelux. Naast zijn werk maakt hij
deel uit van NIMA B2B expertgroep en is hij juryvoorzitter van Esprix Nederland.
Andrada Morar is sinds 2010 Head of Social Media bij Ketchum Pleon. Ze werkte
sinds haar 12e (!) als presentator / producer bij de Roemeense radio. Tijdens haar
studie journalistiek en communicatiewetenschappen aan de universiteit van
Boekarest ging ze werken bij Pleon Romania. In 2008 verhuisde Andrada naar
Nederland, waar ze startte bij het IBM-team van Ketchum Pleon.

2. TRANSFORMING IBM THROUGH SOCIAL BUSINESS
Andrada Morar Ronald Velten
Ketchum Pleon IBM
October 27th 2011

3. 60 MINUTE UPDATE SOCIAL MEDIA

4. Andrada Morar - Ketchum Pleon Ronald Velten - IBM Benelux
Head of Social Media Marketing, Communications & Citizenship Director

5. @AndradaMorar @ronaldvelten
#SMPIBM

6. KETCHUM PLEON-SOCIALMEDIA
KP loves the internet.
KP has a special understanding for the online culture.
KP helps their clients to join & participate to that culture.
KP sees a lot of opportunities and challenges for online marketing
KP is different than most other ‘social media’ shops You’ve Seen.

7. Ketchum Pleon Social Media
Identity of the brand Imago of the brand
on the web on the web

8. What KETCHUM PLEON does for their Clients
• the Development of new Social Media Strategies
• the Improvement of current Social Media Strategies
• the Creation of campaigns highly Integrated with the Social Media culture
• the Management of the online Communities
• the Strength of their other agencies online activities
• the Creation of compelling & share-worthy content
• the Deployment of Social Media for reaching their Internal Publics
• the Problem and Crisis solving activities

9. Why are we different?
The Strong relationships with powerful and influential communities!
We use these relationships for
creating truly unique and special
campaigns.
Why?
To bridge the gap between the br
identity & the brands image on th

10. + + =
10

17. 17

19. 19

20. “We don’t have a choice on
whether we DO social media,
the question is
how well we DO it.”
- Erik Qualman
20

21. DO YOU HAVE A SOCIAL STRATEGY

22. HOW GOOD ARE YOU AT IT

24. Harsh Truth #1
Most social
media strategies
are no strategies
but just a view
‘out of the blue’
activities.

25. 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.

26. 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
So what do they want from us? & Affinity.

27. 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

28. “It is not just about doing
social media for doing it,
but how you use these emerging
technologies for social business”
- Ronald Velten 
28

30. FOUR COMPANY PROFILES OF
SOCIAL MEDIA ADOPTERS

31. FOUR COMPANY PROFILES OF
SOCIAL MEDIA ADOPTERS
THE IGNORENT

33. FOUR COMPANY PROFILES OF
SOCIAL MEDIA ADOPTERS
THE IGNORENT
THE SCARED

35. FOUR COMPANY PROFILES OF
SOCIAL MEDIA ADOPTERS
THE IGNORENT
THE SCARED
THE AMATEURISTIC

37. FOUR COMPANY PROFILES OF
SOCIAL MEDIA ADOPTERS
THE IGNORENT
THE SCARED
THE AMATEURISTIC
THE SUCCESFULL

38. Social business focusses
SOCIAL on business outcomes,
business models and
BUSINESS management related to
use of social media
a definition technologies

39. Social Media
• Networking
•Corporate Branding
Social • Marketing
Networking • Communications
•Personal Branding
…
Social Social
Collaboration Selling
• Sales
•Collaboration • CRM
•Integration of Social Media • …
•in day 2 day business
SOCIAL BUSINESS

41. Define a Social Media
Strategy

42. Brainstorm about
lots of small, good
ideas,
That is better than
one big idea.

43. Community
collaboration
creates innovation
which leads to the
best campaigns,
content
& ideas.

44. On the Internet is
NO Mass Audience.

45. WHAT IS IBM DOING

47. IBM IS A SOCIAL BUSINESS

48. 25.000 378.000 198.000
IBMers actively on IBMers utilizing IBMers present at
Twitter LinkedIN, including Facebook
Alumni
48

49. 200+ 100.000 1.000.000
IBM channels IBMers collaborating Tweets upon the launch
On YouTube With 200.000 of our CMO study
nonIBMers via
DevelopersWorks
49

50. 17.000 1.000.000 400.000
Individual blogs Active page views IBMers profiled at
maintained regularly a DAY of Wikis IBM connections

51. 15.000.000 400.000 20.000.000
Downloads of Regular Sametime Minutes of LotusLive
employee generated instant messaging users, meetings, internally
video- and podcasts resulting in 40-50 million and externally each
messages per day month
51

52. 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

53. 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
An experience that
experience with an IBMer.
is increasingly happening
online.

54. Guidance
Social Media Guidelines @IBM

55. 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.

56. IBM’s social business strategy
is to catalog IBMers’ expertise,
manage access to them and Expert Locator
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.

57. Expert IBM’s social business strategy
Relationship
Management
is to catalog IBMers’ expertise,
Social Aggregator manage access to them and Expert Locator
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.

58. Expert IBM’s social business strategy
Relationship
Management
is to catalog IBMers’ expertise,
Social Aggregator manage access to them and Expert Locator
optimize their interactions with
our constituents. By fully
enabling the digital IBMer, we
Social Business can systematically manage
@ IBM
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.

59. Expert IBM’s social business strategy
Relationship
Management
is to catalog IBMers’ expertise,
Social Aggregator manage access to them and Expert Locator
optimize their interactions with
our constituents. By fully
enabling the digital IBMer, we
Social Business can systematically manage
@ IBM
the way these social Social Business
Manager
interactions connect with all Social Intelligence
relevant parts of IBM, including
the Demand System – and
perform all of these tasks at
massive scale.

60. 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
9. Social Business Council

61. /smarterplanet
Mobile app
Expert Locator
Sponsored
media

62. Expert Relationship Management

63. Social Business @ IBM

64. Social Activation For Centennial

65. People For a Smarter Planet

66. Social Aggregator

67. Owns Listed 43 180 603
6 lists times Retweet Following
s
3,058 790 420
Mentions Tweets Followers 54
Social Business Manager Comments
3,000 Videos &
Clicks on whitepapers
bit.lys most popular
Network Manager
Monitoring &
Engaging
Target Site List
Content Activation Plan
Coordinated Dialogue
SMEs BUs PR / MR

68. Embrace
Digital Labs
Consolidated
Constituent(s) Vision
Insights
Engage Energize
Data iteration
Outcomes iteration
Optimization iteration

69. IT IS ALL ABOUT ENGAGEMENT

70. IT’S ALL ABOUT
TRANSFORMING IBM’ers IN SOCIAL
BUSINESS AMBASSADORS!

71. KP for IBM
- communications trainings that combine
sales enablement, social media,
presentation skills and personal branding.
- key messaging sessions
- co-development Social Media Strategies
- co-creation of campaigns highly
integrated with the Social Media culture
- co-management of the online
communities
- co-creation of compelling & share-worthy
content
- deployment of Social Media for reaching
their Internal Publics

72. (Social) Media Training
Traditional Media
Social Media
Key Messaging
Personal Branding
Presentation Skills

73. By using our 4 step media training model we then explain IBMers how
to work with (social) media.
Know your media
Know your message
Know yourself
Know your position

74. The Solution
The first part of the program is to inspire and enthuse
employees about the value social media can add and
motivate them to start exploring the online world. After,
follow-up sessions are organized to turn employees into
brand ambassadors on specific platforms or practices:
- Hands-on guidance on using social media platforms (1 or 2
platforms to start with)
- Assisting in writing blog posts; pitching posts and creating
more social media spin off

75. The Execution

76. The Execution

77. The Results
IBMers have in-dept platform knowledge and know how
to collaborate with and use every type of media.
IBMers are able to create hands-on messaging and know
how to use media to bring their message across their
target groups.
IBMers know their tone of voice and how to control their
body language so it can strengthen their message when
talking to media.
IBMers are aware of the role they should take in several
situations (e.g. crisis) and know they are always seen as
the spokesperson.

78. The Results
IBM’s Erwin Boeren is now a brand ambassador for IBM.
Starting from scratch, he’s actively participating on several
social platforms. Besides, he is an active blogger and
successfully pitched his posts to several online media.

79. Crisis Communication
(Online) Crisis Communication
Traditional Media
Social Media

80. In order to create real life situations the training takes place at the
Broadcast Facilities in Hilversum, The Netherlands. During the training
theory is presented a true crisis is being simulated:
1. The Incident
First facts of a possible crisis come out online. One tweet about the
situation leads to a trending topic on Twitter.
2. The Fire
The message is spread across several (online) media and press is waiting for
a statement from IBM. A TV- and a radio interview with IBM’s
communication team are simulated.
3. The Aftercare
The teams evaluate the situation and decide how to communicate
internally and externally, handle press and social media in the future.

81. The Execution

82. 82

84. Listen
RETURN ON Learn
ENGAGEMENT
Contribute
Share
84

85. Some handy links
Social @ IBM
IBM Social Business Guidelines
ibm.com/socialbusiness
and always welcome at @ronaldvelten

86. LISTEN

87. SHARE

88. SHARE

89. ENGAGE

90. ENGAGE

91. SHARE

92. SELL