Yves Van SetersIBM

Nov. 17th 2011

TRANSFORMING IBM THROUGH SOCIAL BUSINESS

Yves Van Seters

• Team Leader Media Relations & External Communications IBM BeNeLux

• 16 years of experience in sales, marketing & communications

• Active in Social Media since 2009– Twitter, Tumblr, Linkedin, Foursquare, – Slideshare, Youtube, Lotus Live

• IBM Social Maven

A short list of things that weren’t around in their present form on November 17th, 2001

• Facebook• Twitter• Tumblr• iPads• Netbooks• iPhones• Android phones• Unlimited data / phone plans

Source: http://inothernews.tumblr.com/

Amazing that, thanks to all of these things, many (if not most) of us learned the news

about the “Arabic Spring”

about the London Riots

about the Pukkelpop drama

etc.

"The audience isn’t on Twitter, but the news is.”Mark Jones, Reuters Global Communities Editor

“People use Social Media to share news, content, opinions, insights, experiences, perspectives and media.”

Ironic Source: http://en.wikipedia.org/wiki/Social_media

Social Media is … Popular

A Conversation

Fast

Emotional

6

“We don’t have a choice onwhether we DO social media,

the question is how well we DO it.”

- Erik Qualman

Harsh Truth #1

Most social media strategies are no

strategies !

They’re just a few ‘out of the blue’

activities.

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.

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 & Affinity.

So what do they want from us?

12

“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

“Social Media is all about

relevant CONTENT, addressing the shared

interests of your constituencies”

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

Define a Social Media Strategy 1

2Brainstorm about lots of small, good ideas,

That is better than one big idea.

Community

collaboration creates innovation which leads to the best campaigns, content& ideas.3

4 On the Internet is NO Mass Audience.

19

“It is not just about doing social media for doing it, but how you use these emergingtechnologies for social business”

- Ronald Velten

SOCIALBUSINESSa definition

Social business focusses on business outcomes, business models and management related to use of social mediatechnologies

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• …

SOCIAL BUSINESS

WHAT IS IBM DOING

IBM IS A SOCIAL BUSINESS

IBMers actively on Twitter

25.000IBMers present atFacebook

198.000IBMers utilizing LinkedIn, includingAlumni

378.000

25

26

IBM channelsOn YouTube

200+Tweets upon the launchof our CMO study

1.000.000IBMers

collaboratingWith 200.000 non-IBMers via DevelopersWorks

100.000

Individual blogs maintained regularly

17.000IBMers profiled at IBM connections

400.000Active page views a DAY of Wikis

1.000.000

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

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

Spectrum of trust and guidanceEmployee Social Media engagement

Social Media Sites blocked

Only Marketing engages Social Media

Only approved employees engage

All employees are deputized

Everyone does their own thing

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.

Social Media Guidelines @ IBM

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.

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

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

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

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

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

Expert Locator

Sponsored media

/smarterplanet

Mobile app

Expert Relationship Management

Social Business @ IBM

Social Activation For Centennial

People For a Smarter Planet

Social Aggregator

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

Digital Labs

VisionConsolidated

InsightsEngage Energize

Embrace

Constituent's)

Outcomes iteration

Data iteration

Optimization iteration

IT IS ALL ABOUT ENGAGEMENT

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

49

51

RETURN ON ENGAGEMENT

Listen

Learn

Contribute

Share

Some handy links

Social @ IBM

IBM Social Business Guidelines

ibm.com/socialbusiness

and always welcome at @yvesvs