What Are The Drone Anti-jamming Systems Technology?
Enabling the Social Workforce (iMedia 2011)
1. The Most Powerful Brand on Earth
Enabling the Social Workforce
Insights from the upcoming book by:
Susan Emerick
Chris Boudreaux
Coming in 2013 from:
2. Agenda
• IBM History and Strategic Direction
• Evolution of Social Media in IBM Marketing
• Implications on the Workforce
• What We Did
• What We Learned
Copyright 2012 by Susan Emerick and Chris Boudreaux.
3. 100 Year-Old Global Technology Company
Copyright 2012 by Susan Emerick and Chris Boudreaux.
4. #12 in Fortune’s Most Admired
Copyright 2012 by Susan Emerick and Chris Boudreaux.
5. The world knows IBM through the IBMer
As IBMers, we are innovators and
experts paving the way for a smarter
world.
Our expertise, experience, and
world-renowned reputation as
industry leaders are the most
powerful marketing tools we have.
As early adopters of social
business, we have remained true to
our brand’s forward-thinking spirit–
but have yet to fully capitalize on all
the ways these dynamic platforms
can help grow and evolve our brand,
business, and competitive
advantage in this increasingly
connected, global marketplace.
Copyright 2012 by Susan Emerick and Chris Boudreaux.
6. We must shift our focus
From large campaigns
To one-to-one, high-value interactions
From controlling the message
To building collaborative relationships
From being generally accessible
To being active in the right places at the right times
Copyright 2012 by Susan Emerick and Chris Boudreaux.
7. Building Trust & Credibility
=
Experts broaden their Brand information and Self-sustaining brand
reach messages are delivered in evangelism that drives
the most effective way to brand preference.
Engage in transparent, the most relevant,
meaningful ways with receptive audiences
online communities
Calls-to-action become
Creating trust and more compelling, credible,
credibility and likely to evoke a
positive, pro-brand
response among clients
and prospects
Copyright 2012 by Susan Emerick and Chris Boudreaux.
8. Enabling IBMers to Gain Eminence and Build Their Brand
leverage their professional reputation
and grow influence in the social sphere
engage and build relationships with key external
market influencers, clients, and prospects
sustain engagement while proving
their competency and expertise
increase visibility and maintain value-added dialogue
with existing and competitive customer base
support and amplify word-of-mouth aligned
to Go-to-Market (GTM) priorities
deliver the right information from the right expert at the
right time to the right audience
Copyright 2012 by Susan Emerick and Chris Boudreaux.
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 2012 by Susan Emerick and Chris Boudreaux.
10. IBM Social Strategy evolves
FROM TO
• Enable the IBMer. • Enable the expert in the context of our
go-to-market programs.
• Experiments with content on platforms.
• Optimize engagement across owned
• Publish non-engaging broadcast and earned social platforms to create
content. shared belief with IBM experts and
strategic constituencies.*
• Map social content to phases of the
customer journey. Optimize progression
through the demand cycle.
Copyright 2012 by Susan Emerick and Chris Boudreaux. *Requires a system that can be managed and optimized.
11. Enabling Experts at Scale
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 2012 by Susan Emerick and Chris Boudreaux.
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 2012 by Susan Emerick and Chris Boudreaux.
13. Influencer Connectivity
• Who?
• What?
• Where?
• When?
• How?
• Why?
Social Social
Social Measurement
Ecosystem Coverage
Intelligence and Reporting
Mapping Model
Copyright 2012 by Susan Emerick and Chris Boudreaux.
14. Experts Cover Influencers by Topic
Social Social
Social Measurement
Ecosystem Coverage
Intelligence and Reporting
Mapping Model
Copyright 2012 by Susan Emerick and Chris Boudreaux.
15. Evolution of the Social Workforce
Social
Business Ad Hoc Sponsored Enterprise Business
Maturity Experimentation Exploration Engagement Enablement
Workforce • Lots of trust and • Experts aligned to • Deliberate social • Business process
Enablers freedom business priorities footprint support focus
• Yearly certification • Model behaviors • Enterprise standards
on Business and best practices
Conduct • Expert success
Guidelines metrics • Data integrated into
business processes
• Social Computing
Guidelines • Cost efficiency
imperative
• Investment sharing
Copyright 2012 by Susan Emerick and Chris Boudreaux.
17. Adoption Versus Evolution of the Social Workforce
Social
Business Ad Hoc Sponsored Enterprise Business
Maturity Experimentation Exploration Engagement Enablement
Primary Early adopters Fast Followers Core Leaders Broad Workforce
Users
Motivation • Curiosity and • Evidence of • Permission and • Job
Natural Comfort Other’s Encouragement Requirement
Level Success
Copyright 2012 by Susan Emerick and Chris Boudreaux.
18. Adoption Rates and Targets Vary by Company
60%
Company A
40%
Company B
Company C
20%
0%
Early Adopters Fast Followers Core Leaders Broad
Workforce
Copyright 2012 by Susan Emerick and Chris Boudreaux.
19. Thank you
Susan Emerick Chris Boudreaux
emericksf@gmail.com chris@socialmediagovernance.com
@sfemerick @cboudreaux
http://SusanEmerick.com http://SocialMediaGovernance.com
Hinweis der Redaktion
It makes our calls-to-action much more compelling, credible, and likely to evoke a positive, pro-IBM response among clients and prospects–ultimately creating self-sustaining brand evangelism and driving brand preference.
Understand the right places to focus your energy through the social intelligence. The mapping process helps you to understand existing influencers, where we should be building relationships with them, and what venues they tend to use.
People created a semi-branded presence, and now have to figure out how to undo itUsing early adopters as examples casesSocial was grassroots for yearsNeed a governance model
People created a semi-branded presence, and now have to figure out how to undo itUsing early adopters as examples casesSocial was grassroots for yearsNeed a governance model