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#Winning @ Social via #Integrity
Ethan McCarty,
Director of Enterprise Social Strategy and Programs, IBM
@ethanmcc
To create organizational
authenticity,
empower individual integrity.
It turns out the bag of marbles has
roughly 300% more
surface area.
New value exchange

Employees give
your organization
authenticity
New value exchange

Employees give
your organization
authenticity
Your organization
lends credibility to
employees
100s

IBM Select

Forward Thinker Program

10,000s

Digital IBMer Hub

100,000s

Policy && Governance
Policy Governance
+157%
+141%
+177%

Engagement

Reach

Amplification
+300%
+500%
+700%

Engagement

Reach

Amplification
7x

Effective
250+
5,000+
430,000+

IBM most senior experts in Select program
IBM experts in Forward Thinker program
IBMers trained on s...
250+
5,000+
430,000+
61,000,000+

IBM most senior experts in Select program
IBM experts in Forward Thinker program
IBMers ...
The question
Can we monitor thousands of IBM social
accounts?
The answer
No!
(But we can create a system to collect and
analyze the data and make it useful for IBM
and our clients).
Voices
IBM Enterprise

10/29/1
21
Social made simple.
234 accounts
159 IBMers
75 IBM Brands

CONFIDENTIAL

The best performing social content
Consistent mea...
Not just technology: governance

10/29/1
29
Voices is a program that unifies IBM’s key social efforts in order to bring
empowerment, insight and more meaningful engag...
Voices is a program that unifies IBM’s key social efforts in order to bring
empowerment, insight and more meaningful engag...
Voices is a program that unifies IBM’s key social efforts in order to bring
empowerment, insight and more meaningful engag...
Voices is a program that unifies IBM’s key social efforts in order to bring
empowerment, insight and more meaningful engag...
Voices
IBM Brand / BU

10/29/1
34
SmartCloud pilot
•IBM Cloud brands
•IBM Cloud SMEs
•Competitor brands
•Industry influencers
•Industry trade publications
SmartCloud analytics exploratory
Voices Client

10/29/1
37
We’re working in new
ways to engage a new
generation of customers
We’re working in new
ways to engage a new
generation of customers
…and you must too.
Thank you
Ethan McCarty, IBM
@ethanmcc
#Winning @ Social via #Integrity
#Winning @ Social via #Integrity
#Winning @ Social via #Integrity
#Winning @ Social via #Integrity
#Winning @ Social via #Integrity
#Winning @ Social via #Integrity
#Winning @ Social via #Integrity
#Winning @ Social via #Integrity
#Winning @ Social via #Integrity
#Winning @ Social via #Integrity
#Winning @ Social via #Integrity
#Winning @ Social via #Integrity
#Winning @ Social via #Integrity
#Winning @ Social via #Integrity
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#Winning @ Social via #Integrity

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Some thoughts on how increasing your company's surface area through enabling your employees in social media and optimizing the quality of your branded presnece can lead to better client relationships -- and a view to how we've been doing this at IBM.

Veröffentlicht in: Soziale Medien, Technologie, Business
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  • Wanted to learn more about Voices ... great timing; thanks for sharing. Here's my takeaway: Voices unifies IBM’s key social efforts to bring insight and engagement at all levels. The apple and the marbles threw me at first ;) Had to rewind :)
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#Winning @ Social via #Integrity

  1. 1. #Winning @ Social via #Integrity Ethan McCarty, Director of Enterprise Social Strategy and Programs, IBM @ethanmcc
  2. 2. To create organizational authenticity, empower individual integrity.
  3. 3. It turns out the bag of marbles has roughly 300% more surface area.
  4. 4. New value exchange Employees give your organization authenticity
  5. 5. New value exchange Employees give your organization authenticity Your organization lends credibility to employees
  6. 6. 100s IBM Select Forward Thinker Program 10,000s Digital IBMer Hub 100,000s Policy && Governance Policy Governance
  7. 7. +157% +141% +177% Engagement Reach Amplification
  8. 8. +300% +500% +700% Engagement Reach Amplification
  9. 9. 7x Effective
  10. 10. 250+ 5,000+ 430,000+ IBM most senior experts in Select program IBM experts in Forward Thinker program IBMers trained on social media
  11. 11. 250+ 5,000+ 430,000+ 61,000,000+ IBM most senior experts in Select program IBM experts in Forward Thinker program IBMers trained on social media IBMer social media connections
  12. 12. The question Can we monitor thousands of IBM social accounts?
  13. 13. The answer No! (But we can create a system to collect and analyze the data and make it useful for IBM and our clients).
  14. 14. Voices IBM Enterprise 10/29/1 21
  15. 15. Social made simple. 234 accounts 159 IBMers 75 IBM Brands CONFIDENTIAL The best performing social content Consistent measurement Mobile enabled 22
  16. 16. Not just technology: governance 10/29/1 29
  17. 17. Voices is a program that unifies IBM’s key social efforts in order to bring empowerment, insight and more meaningful engagement at the enterprise, brand and individual level. 1. Nurture To educate, empower and activate IBMers Guidance Activation 2. Optimize To collect, structure and analyze social data and content. Governance 3. Engage Make social content and data accessible and meaningful to IBM and its clients Collection Content discovery Metrics Data insights
  18. 18. Voices is a program that unifies IBM’s key social efforts in order to bring empowerment, insight and more meaningful engagement at the enterprise, brand and individual level. 1. Nurture To educate, empower and activate IBMers Guidance Activation Business Conduct Guidelines Governance Forward Thinker Social Computing Guidelines Social Brand Registration Guideline Compliance Effectiveness Measurement Verification Voices Data Set Digital IBMer Social Business Manager (SBM) Official Voices List 3. Engage To collect, structure and analyze social data and content. Select Our Values 2. Optimize Make social content and data accessible and meaningful to IBM and its clients Collection Content discovery Metrics Data insights
  19. 19. Voices is a program that unifies IBM’s key social efforts in order to bring empowerment, insight and more meaningful engagement at the enterprise, brand and individual level. 1. Nurture To educate, empower and activate IBMers Guidance Activation 2. Optimize To collect, structure and analyze social data and content. Governance 3. Engage Make social content and data accessible and meaningful to IBM and its clients Collection Content discovery Metrics Content Meta-Data Categorization Scoring / Algorithm Data insights
  20. 20. Voices is a program that unifies IBM’s key social efforts in order to bring empowerment, insight and more meaningful engagement at the enterprise, brand and individual level. 1. Nurture To educate, empower and activate IBMers Guidance Activation 2. Optimize To collect, structure and analyze social data and content. Governance 3. Engage Make social content and data accessible and meaningful to IBM and its clients Collection Content discovery Metrics Data insights Enterprise View Brand / BU View SME View Client View Public View Visualizations
  21. 21. Voices IBM Brand / BU 10/29/1 34
  22. 22. SmartCloud pilot •IBM Cloud brands •IBM Cloud SMEs •Competitor brands •Industry influencers •Industry trade publications
  23. 23. SmartCloud analytics exploratory
  24. 24. Voices Client 10/29/1 37
  25. 25. We’re working in new ways to engage a new generation of customers
  26. 26. We’re working in new ways to engage a new generation of customers …and you must too.
  27. 27. Thank you Ethan McCarty, IBM @ethanmcc

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