imedia march brand summit: enabling the social workforce

March 7, 2011

Enabling the Social

Workforce

Susan Emerick

Chris Boudreaux

Copyright 2011 by IBM and Converseon. All rights reserved.

About Us

Susan Emerick

Global Digital and Social

Influence Marketing Strategist

@sfemerick

Chris Boudreaux

SVP, Management Consulting

@cboudreaux

@converseon

March 7, 2011 2

Copyright 2011 by IBM and Converseon. All rights reserved.

Agenda

• IBM History and Strategic Direction

• Evolution of Social Media in IBM Marketing

• Implications on the Workforce

• What We Did

• What We Learned

March 7, 2011 3

Copyright 2011 by IBM and Converseon. All rights reserved.

100 Year-Old Global Technology Company

March 7, 2011 4

Copyright 2011 by IBM and Converseon. All rights reserved.

#12 in Fortune’s Most Admired

March 7, 2011 5

Copyright 2011 by IBM and Converseon. All rights reserved.

The world knows IBM through the IBMer

March 7, 2011 6

Copyright 2011 by IBM and Converseon. All rights reserved.

IBM People Dominate Brand Interactions

1999 2002 2003 2005 2006 2007 2008 2010

Years

Total

Content

Items

Produced by

Employees

Produced by

Corporate

• Last issue of

Think magazine

• IBMers author Social

Media Guidelines• W3 Editorial Board

dissolved

• 1 M posts in IBM

Forums

• Media library: 25k

uploads• Beehive: 50k members• WikiCentral, BlogCentral,

Bluepedia

12 people can publish to home page

100% Comms employees

1,141 people can publish to home page

40% Comms employees

March 7, 2011 8

Copyright 2011 by IBM and Converseon. All rights reserved.

Social Business Transformation

Traditional Business

Social Business

• Empowering the workforce

to be strategic experts in

social business

• Employing new business

models to drive business

value

• Safeguarding the enterprise

• Selective use of social

media

• Traditional and siloed

business processes and

models

March 7, 2011 9

Copyright 2011 by IBM and Converseon. All rights reserved.

Enabling Masses of Communicators

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Internal Connectivity and Sharing Tools

Education and Governance

Workforce Enablement Programs

Social Intelligence

Social

Ecosystem

Mapping

Social

Coverage

Model

Measurement

and Reporting

Informed Engagement

Enabled by Social Intelligence

Social

Intelligence

Social

Ecosystem Mapping

Social

Coverage Model

Measurement

and Reporting

Batch Real-time

Analytical Timing

Engage

Listen

Business

Use

Monitoring

ResponseRelationship

Taxonomy of Social Intelligence Capabilities

Source: Converseon analysis, March 2011

Mining

more insight less insight

Copyright 2011 by IBM and Converseon. All rights reserved.

Conversation Benchmark

Social

Intelligence

Social

Ecosystem Mapping

Social

Coverage Model

Measurement

and Reporting

• What are the voices, topics and venues

by funnel stage?

• What is our brand awareness?

• What is our customer satisfaction?

• What are the specific causes of

sentiment versus competitors?

• How does our sentiment benchmark in

our industry and across industries?

• Who are the voices in the

conversation?

• What is each voice saying?

• Where are they saying it?

• Who is influencing the conversation?

March 7, 2011 12

Copyright 2011 by IBM and Converseon. All rights reserved.

Influencer Connectivity

Social

Intelligence

Social

Ecosystem Mapping

Social

Coverage Model

Measurement

and Reporting

March 7, 2011 13

• Who?

• What?

• Where?

• When?

• How?

• Why?

Copyright 2011 by IBM and Converseon. All rights reserved.

Experts Cover Influencers by Topic

Social

Intelligence

Social

Ecosystem Mapping

Social

Coverage Model

Measurement

and Reporting

March 7, 2011 14

Automated

Tools

Copyright 2011 by IBM and Converseon. All rights reserved.

Intentional Systems for Long and Near-Term Marketing

Social

Intelligence

Social

Ecosystem Mapping

Social

Coverage Model

Measurement

and Reporting

IBM MARKET

MANAGEMENT

SYSTEM

IBM DEMAND

SYSTEM

IBM BRAND

SYSTEM

Objective Time Frame

• Make markets • Long term

• Manage demand • In-quarter and future

pipeline

• Show up as a great company

• Ensure every IBMer lives up to our corporate character

• Continuous

March 7, 2011 15

Copyright 2011 by IBM and Converseon. All rights reserved.

Social Key Performance Indicators (KPIs)

• Share of voice

• Share of conversations

• Share of Search

• % of IBM Messages Shaping

the Market

• Theme Sentiment

• Voices Versus Targets

• Volume

• Message Type

• Venues

• Top Domains

• Social Referrals to Offers

(organic and paid)

• Offer Engagement Analytics (i.e. registrations,

subscriptions, downloads, ratings and votes)

• Lead conversion

• SME Pipeline

• SME Eminence

• SME Enablement

Social

Intelligence

Social

Ecosystem Mapping

Social

Coverage Model

Measurement

and Reporting

IBM MARKET

MANAGEMENT

SYSTEM

IBM DEMAND

SYSTEM

IBM BRAND

SYSTEM

March 7, 2011 16

Thank you

Susan Emerick

@sfemerick

semerick@us.ibm.com

(248) 552-5797

Chris Boudreaux

@cboudreaux

cboudreaux@converseon.com

(416) 692-1250

@converseon