bdi 9/16/09 b2b social communications case studies - ibm
DESCRIPTION
Case Study: IBM Embraces Social Media to Connect With Businesses Presented by: Tim Washer, Social Media Productions, IBM Communications http://www.bdionline.comTRANSCRIPT
IBM B2B Social Media Case Study “Mainframe: The Art of the Sale”
Tim Washer, IBM
www.facebook.com/timwasher [email protected]
“I've been thinking a lot lately about taking chances, and how it's really just about overcoming your fears. Because the truth is, every time you take a big risk in your life, no matter how it ends up, you're always glad you took it.”
“I've been thinking a lot lately about taking chances, and how it's really just about overcoming your fears. Because the truth is, every time you take a big risk in your life, no matter how it ends up, you're always glad you took it.”
John Dorian, M.D.
Social Media: Managing Perceived Risks
• Gain agreement on rules - Convene bloggers, lawyers, marketing, PR
• Encourage experimentation inside the firewall
• Get some big wins, and promote
Approaches
• Find your most compelling stories- sources: PR, marketing, clients, R&D, customer
service
• Find your most compelling experts
• News format
• Viral: rely on nonsense/absurdity/humor
Episode 1
Full Series: http://www.youtube.com/view_play_list?p=31975B943F754BAC
An Example of Nonsense
http://www.comedycentral.com/videos/index.jhtml?videoId=89356
Art of the Sale
• Objectives: – create awareness for new mainframe value proposition
– Increase mainframe awareness with college students
• Blog traffic increased 25x
• Story trumps messaging/targeting – Social media is for stories, not brochures – Consult an objective expert
Tips from World Wide Rave
Free e-books: http://www.davidmeermanscott.com/products_ebooks.htm
Comedy video: http://www.youtube.com/view_play_list?p=D3F502D912E31185
IBM Smarter Planet blog: http://asmarterplanet.com/
YouTube: http://www.youtube.com/IBMSocialMedia
Seamus McManus: Beekeeper; Father of Cloud Computing
http://www.youtube.com/watch?v=nw3QjGgDLvI
A Brief History of Intelligence
http://www.youtube.com/watch?v=yVIcIRcAhxc
Other links:
CurrentTV Video Production Tips:
http://www.current.tv/make/training?section=productiontips
www.CommonCraft.com – good example of simplifying concepts