20120125 social enterprise applied webinar
TRANSCRIPT
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Yves Van SetersIBM
SOCIAL ENTERPRISE APPLIED
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Yves Van Seters
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IBMers actively on Twitter
25.000IBMers present atFacebook
198.000IBMers utilizing LinkedIn, includingAlumni
378.000
IBM channelsOn YouTube
200+Tweets upon the launchof our CMO study
1.000.000
IBMers collaboratingWith 200.000 non-IBMers via DevelopersWorks
100.000
Regular Sametime instant messaging users, resulting in 40-50 million messages per day
400.000Downloads of employee generated video- and
podcasts
15.000.000
Minutes of LotusLive meetings, internally and externally each month
20.000.000
400.000Individual blogs maintained regularly
17.000IBMers profiled at IBM connections
Active page views a DAY of Wikis
1.000.000
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Social Networking
NetworkingCommunicationsPersonal BrandingCorporate BrandingMarketing …
Social Media
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“We don’t have a choice onwhether we DO social media,
the question is how well we DO it.”
- Erik Qualman
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Flashmobs are funny !
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Flashrobs are not !
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“Social Media is all about
relevant CONTENT, addressing the shared interests
of your constituencies”
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To understand IBM’s Social business Strategy,One needs to understand IBM
Globally Integrated Enterprise
Globally Integrated Enterprise
100 years of Expertise100 years of Expertise With a visionWith a vision
• NYSE: IBM
• Technology
• B2B
• Revenue in 2010: 106.900.000.000 USD (*)
• Employees WW: 400.000
Ibm100.comIbm100.com(*) IBM Full year earnings 2011(*) IBM Full year earnings 2011
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Social Collaboration
Social Networking
•Networking•Communications•Personal Branding …
•File sharing•Activities•Communities…
Social Media
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Blogs Communities
Bookmarks
Activities
Profiles
Wikis
Files
Connections
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“It is not just about doing social media for doing it, but how you use these emergingtechnologies for social business”
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Social Selling
Social Collaboration
Social Networking
•Networking•Corporate Branding•Marketing•Communications•Personal Branding …
•Collaboration •Integration of Social Media •in day 2 day business
• Sales• CRM•Smart Commerce• …
SOCIAL BUSINESSSOCIAL BUSINESS
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Social Business in practice: Shoes!
IBM Social Media Analysis Points to Lower Heels, Bucking Economic Trend
Usually women’s heels stay high during a downturn; perhaps not this time
IBM Social Media Analysis Points to Lower Heels, Bucking Economic Trend
Usually women’s heels stay high during a downturn; perhaps not this time
An IBM (NYSE: IBM) computer-based analysis of billions of social media posts predicts an intriguing change on the horizon in women’s shoe fashions, with heel heights– currently in nosebleed territory – poised to decline. The IBM project highlights the predictive capabilities of social media analysis as a source of valuable insight that can help drive business strategies and results.
An IBM (NYSE: IBM) computer-based analysis of billions of social media posts predicts an intriguing change on the horizon in women’s shoe fashions, with heel heights– currently in nosebleed territory – poised to decline. The IBM project highlights the predictive capabilities of social media analysis as a source of valuable insight that can help drive business strategies and results.
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SOCIALBUSINESSa definition
Social business focusses on business outcomes, business models and management related to use of social mediatechnologies
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Social Media Guidelines @ IBM
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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 experience with
an IBMer. An experience that is increasingly happening online.
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“The leading brands of the futurewill be those who can
communicate with their customers
the most relevant way.” - Yuchun Lee, IBM VP Enterprise Marketing Management Group
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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.
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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.
Expert Locator
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Expert Locator
Sponsored media
/smarterplanet
Mobile app
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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.
Expert Relationship Management
Social Aggregator Expert Locator
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Expert Relationship Management
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Social Aggregator
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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.
Expert Relationship Management
Social Aggregator
Social Business @ IBM
Expert Locator
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Social Business @ IBM
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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.
Expert Relationship Management
Social Aggregator
Social Business @ IBM
Expert Locator
Social Business Manager
Social Intelligence
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420Followers
790 Tweets
3,058 Mentions
Content Activation Plan
SMEs
Monitoring & Engaging
Coordinated Dialogue
54Comments
3,000Clicks on
bit.lys
Videos & whitepapers most popular
Target Site List
Network Manager
180 Retweets
Owns
6 listsListed 43
times603
Following
Social Business Manager
BUs PR / MR
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Define a Social Media Define a Social Media Strategy Strategy 1
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2Brainstorm about Brainstorm about lots of small, good lots of small, good ideas, ideas,
That is better than That is better than one big idea. one big idea.
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CommunityCommunity
collaboration creates collaboration creates innovation which innovation which leads to the best leads to the best campaigns, contentcampaigns, content& ideas.& ideas.3
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44 On the Internet is On the Internet is NO Mass Audience.NO Mass Audience.
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Some handy links
Social @ IBM
IBM Social Business Guidelines
ibm.com/socialbusiness
and always welcome at @yvesvs