May 9, 2011

Enabling the Social Workforce

Susan EmerickBill ChamberlainChris Boudreaux

About Us

SusanEmerick

@sfemerick(248) 552-5797

BillChamberlin

@horizonwatching(847) 805-2335

ChrisBoudreaux

@cboudreaux(415) 692-1250

Best Social Business

Agenda

• IBM History and Strategic Direction

• Evolution of Social Media in IBM Marketing

• Implications on the Workforce

• What We Did

• What We Learned

100 Year-Old Global Technology Company

#12 in Fortune’s Most Admired

The world knows IBM through the IBMer

http://www.youtube.com/watch?v=0dcm4GNpRbY

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 page100% Comms employees

1,141 people can publish to home page40% Comms employees

THE IBM DIGITAL STRATEGY

Lead how forward thinkers engage with experts and

expertise to make the world better

Design a digital system that engenders trust and accelerates

forward thinking and action

Iterate, iterate, iterate

Behavior Model

Infrastructure

InformationModel

ManagementSystem

Interaction

Outcomes

Social Business Extends Beyond Marketing

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

Enterprise-Wide Engagement Based on Robust Mining

Build foundation for effective social media engagement

Participate and ignite conversations

Report engagement metrics and KPIs

Map the digital landscape

Research Planning Engagement Metrics

Enabling Masses of Communicators

Social Enablement

Expertise Locator

Education Curriculum

SocialIntelligence

SocialEcosystem

Mapping

Social Coverage Model

Measurementand Reporting

Informed EngagementEnabled by Social Intelligence

Education Curriculum• Certification-based training• On-demand courses: Fundamentals, Relationship building, Digital

Citizenship

Social Enablement• Practical guidance and exercises to help employees define social

profiles• Set up social channels & develop social presence• Practical tips and resources to help employees engage socially• Digital assets

Expertise Locator• Web app for finding IBM experts by skill or expertise• Employees define their areas of expertise• Choose types of activities they will perform and how to engage

them

Visibility for Experts

Batch Real-time

Analytical Timing

Engage

Listen

Business Use

Monitoring

ResponseRelationship

Taxonomy of Social Intelligence CapabilitiesSource: Converseon analysis 2011

Mining

more insight less insight

Conversation Benchmark

• 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?

» Which online influencers should I engage?

» Who are the most influential online authors in my space, and where are they heard?

» How much influence does each author exert?

» To what extent do these authors influence each other?

» Which influencers should my brand engage, and how?

Experts Cover Influencers by Topic

Automated Tools

ExampleInfluencer Targeting in a Category

SusanEmerick

@sfemerick(248) 552-5797

BillChamberlin

@horizonwatching(847) 805-2335

ChrisBoudreaux

@cboudreaux(415) 692-1250