how to leverage social media to grow your business 22 september 2009 – bp education session
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How to leverage Social Media to grow your business 22 September 2009 – BP education Session. Chad Laws Social Networking and Collaboration Strategist, Global Business Partner Organization Delphine Remy-Boutang WW Social Media Marketing Manager, IBM Software Group. - PowerPoint PPT PresentationTRANSCRIPT
How to leverage Social Media to grow your business
22 September 2009 – BP education Session
Chad Laws Social Networking and Collaboration Strategist, Global Business Partner OrganizationDelphine Remy-Boutang WW Social Media Marketing Manager, IBM Software Group
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While waiting for the call to start ….
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Building a smarter planet (http://twitter.com/smarterplanet)
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Our world is becoming interconnected
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It’s a fact : Word of Mouth is the #1 Influencer in Business Purchasing Behavior
Source: Universal McCann – wave 3Source: Universal McCann – wave 3
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And it affects everyone…..
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B2B Businesses Using Social Media
Businesses are using Social Media to connect with their customers for 4 main reasons:
1/ Reach new audiences
2/ Increase user engagementand loyalty
3/ Improve partner relationships
4/ Increase revenue
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Social Media is becoming as Popular as Email
IBM Marketing & Communications | IBM Confidential
Source 1: Nielsen Netview, The Global Online Media Landscape, April 2009Source 2: Nielson Online Global Index, Dec 2008. Global refers to AU, BR, CH, DE, ES, FR, IT, UK and USA
• In Feb ‘09, time spent on social media communities reached time spent on Email 1
• Global Active Reach:2
• Search: 86%• Email: 65%• Communities: 67%• Video is growing at
the fastest rate
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What exactly is “IT”
Social MediaSocial media are platforms for interaction and relationships
It is NOT an advertising and a branding platform. It’s a hyper-interactive relationship-builder. Using it to deepen longer-term relations.
When you engage in social media, you enter into an unspoken social contract. You are in a relationship, it goes both ways. Respect and trust must be earned.
Social media in plain english
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How to develop a Social Media Marketing strategy
Listen to your audience
WHO:
Target your audience
Understand digital behaviors
Develop social media map
WHERE: Environment
WHAT: Experience
Select appropriate social media
networks, tools, and content
HOW: Deployment: Empower
Consumer advocacy (Participation)
Identify available/required assets
And resources for participation in
the most relevant conversations.
RESULTS: Measure those things that will best help you determine the impact of your involvement and participation
WHY: Establish your core business objectives
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Step 1: Why Select Core Business Objective(s)
Lead generation
Showcase IBM’s SWG portfolio
Foster loyalty Drive repeat sales
Capture new markets Awareness & Consideration
Demand Generation
Conversion & Purchase
Loyalty & Advocacy
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1/ Listen Monitor the Market conversation:
To understand what the marketplace is (or isn’t) saying about your brand, product, service, etc.
To start to understand the tone and impact of that conversation
To begin identifying areas of opportunity for helping shape that conversation and to gather valuable market intelligence
You can also engage with MI Outside Vendors: Text 100, Content & Motion, Ogilvy, Digitas who can tailored your listening project
BlogPulse
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2/ Who Identify & engage the influencers
Target your Audience
Understand digital behaviors
Develop a social media map accordingly To establish some prioritization as to who is impacting the market conversation the most
Understanding their Behavior What digital tools and content they use? What would they find valuable and be willing to engage with?
Determining their Locations Where are they engaged within social media
and through what channels?
The magic Dashboard created using Netvibes http://www.netvibes.com/forbiddencity
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2/Who Identify your audience and Develop a Social Media Map to engage
To reach your audience in the most effective way, you need to identify it first How they are using digital technologies to communicate and where they are online Then create a social map that will serves as the framework for selecting networks and services to interact with your target audience in a relevant and meaningful manner
Based on comScore September 2008 data
Professional Community
Sites
IT Tool Box
Linkedn
AggregatorDigg
Technocrati
eCommerceKaboodle
CNET
Lifestyle/Social Community
Sites
MySpace
Location-Based
Yahoo!Geocities
Yelp
OpenTable
Multimedia SitesFlickr
Bebo
YouTube
Blogs/MicroBlogsBloggerWordPressSlashdot
B2B Web sites
Reed Business InformationVista Print ServicesYahoo1 Small BusinesseFax.com
IT Professional
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Most Used Social Media Tools
Social Media Marketing Report March 2009
Survey Results of 880 Participants
Most Used Social Media Tools – Survey Respondents
Facebook deep dive on CattailTwitter deep diveCattail entryBlogging deep dive
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Blogs top the list when it comes to lead generation
Blogging is currently viewed as the most important lead generation channel as compared to other social media, with 75 % of those that have tried blogging saying it is "useful" or better.
Other social media that is considered useful or better includes -StumbleUpon (55%)-YouTube (52%)- Facebook (48%)- Delicious (47%) -Digg (47%)-MySpace was thought as being the least useful (22%).
source"The State of Inbound Marketing"https://www-951.ibm.com/blogs/Blue_Blog/
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3/ Maximize Digital Asset Distribution
Why maximize digital asset distribution?
– To ensure maximum portability and utilization of key digital marketing assets
– To ensure optimal exposure and forward mobility of key marketing messages into the marketplace
1. Ensure you have established a core destination page within ibm.com that can last beyond any promotion or campaign. 2. Share it with all stakeholders to ensure the widest distribution of the central page and its associated assets.3. Start to submit and ensure assets are found, indexed, and aggregated in the key online portals, indexes, and search engines.
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How: Deployment via Participation: Empower consumer advocacy
-To build and foster a sense of community among our brand loyalists.
- To empower those loyalists to better advocate to other key constituents on behalf of our brand, products, and services
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Understand the impact - Measuring social media effectiveness
Quantitative
Reach & Virability
Qualitative
Engagement & Influence
Competitive
• Track users/followers of your site, network, channel
• Track inbound links to your site/network
• Monitor passalong activity (viral emails, videos, etc.)
• Track engagement levels of registered users
• Track velocity (how fast an idea, widget, etc. spreads across Web properties)
Benchmarked over time, acceleration and deceleration indicate relevancy.
• Search keyword performance
• Engagement ratio on social pages
• Traffic/conversions from campaign landing pages
• Top keywords/tags generated via online conversation
• Sentiment of conversations
• How you stack up against the competition (in conversation, sentiment, search share, etc.)
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Virtual Forbidden City SOA UK Campaign : the first of its kind… Objectives•Identify and generate new influencer audiences/leads for IBM SOA from purely Social Media channels
Execution•100% Social Media campaign•Virtual Tour for IT Architects in Chinese Virtual Forbidden City•Campaign recruitment led via Twitter•Promotional resources via Flickr, YouTube ,LinkedIn, Face book , blogs etc… etc..•Creation of a Social Media Press Release
•Identification of key influencer Blogs, Twitter profiles and more•Coordinating massive IBM internal Social Media push•Sophisticated Campaign Social Media Monitoring Dashboard
Results : see my deep dive prez on CattailCampaign Social Media DashboardCampaign Social Media Dashboard
Play your imperial part in IBM’s Virtual Forbidden City (VFC) SOA Tour
Exclusive Social Media event in IBM’s Virtual Forbidden City
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Social Software Adoption in IBM
Some Collaboration 2.0 available to all IBMers:
Profile: 515K profiles on Bluepages; 6.4M+ searches per week
Communities: 4500+ public online communities, 2500+ private communities
WikiCentral: 25K+ wikis with 320K+ unique readers
BlogCentral: 62K users, 260K entries, 30K tags
Dogear: 485K bookmarks, 1.4M tags, 20K users
Activities: 50K activities, 425K entries, 80K users
Instant Messaging: 4M+ per day
Forums: more than 440K
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IBM 2009 Social Media Marketing Summit #smm09
#smm09
625 people attended the event : 50+ local video conferences in five cities (Stuttgart, Paris, London, RTP, San Jose) 184 in person at Yorktown Heights394 attend online
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IBM Social Computing Guidelines
Be who you areSpeak in the first personUse a disclaimerRespect your audience Add valueDon't pick fightsBe the first to respond to your own mistakes. Use your best judgment.Don't forget your day job.
http://www.ibm.com/blogs/zz/en/guidelines.html
IBM supports open dialogue and the exchange of ideasResponsible engagement in innovation and dialogue
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PartnerWorld Community
Description: Collaboration through Web capabilities to enhance partner matching, business planning and
social networking Deployment 1H: Available WW in English only, launch communities 2H: translation, new communities, new content Q4: Platform enhancements (Lotus Connections 2.5)
IBM Marketing and Sales: Enhances channel management capabilities
Saves time & resources improves value to IBM partners
Business Partner: Gain exposure Enhance teaming and collaboration Saves time and reduces costs Broadens business opportunities
BenefitsOverview
Links to other Social Networking
sites
New Live Chat capability
Feedback page
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How do I get started ?
Use:• IBM Marketing / Sales and Business Partners to use “Show how to get started” section
including links describing how to create a community profile, join a Community and learn more about using communities
Note:• Participation requires membership in PartnerWorld
If not a PartnerWorld member, user must visit the PartnerWorld Registration page
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IBM Business Partner Call To Action
■ Go to the PartnerWorld Communities landing page: http://www.ibm.com/connect/partnerworld/
■ Select “Show how to get started” drop down:1. “Create your Lotus Connections profile”2. Join the IBM PartnerWorld Community
■ Participate in the following ways:1. Use the PW Community to expand your network,
sharpen skills and collaborate more effectively (with other Business Partners and IBM) Create Forums and respond to Blogs to
strengthen ecosystem relationships Utilize “Activities” to simplify collaboration with
BPs & IBMers Find and Share information using Bookmarks,
Tags and RSS Feeds
Promote the PW Community1. Integrate the Community into your discussions
with
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Examples of SMM for IBM Smarter Planet
Australia
Facebook group "Smarter Planet Australia"
Twitter ID "Smarter Planet A/NZ“
Engaged agencies to produce a ‘Listening post’ report into conversations occurring online about Smarter Planet.
China China Smarter Planet blog (24,260 visits,
152 comments) includes a Forum section.
Smarter Planet Video sharing on Youku (China equivalent of YouTube)
(310,000 visits)
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Conversation : @Tropical_IT following @ibmpromos
“I went to look at their tweets and noted his tweet about System x. Spoke to their BP rep and we are working w/ him to get a better price”
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Mining Social Media for Sales Leads
Methodology Seekers monitor microblogs ( eg.Twitter)
and IT forums for posts of interest.
Seekers hands off posts to the Sales team (responders).
Responders engage with the potential customer directly in the forum or microblog. Some responses become conversations, and some of these become validated leads.
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Increase Registration: Smart SOA Linked in & Twitter
Promo: One-on-One withJerry Cuomo, our CTO
Achieved 40% of ourPromo Registrationtarget w/in 72 hours
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Results from using Twitter in IBM’s SOA World Tour!
Run-up• 10% registration uplift• Nearly zero incremental cost
Execution• Save $100K• Collect hundreds of customer references
Follow-up• Big bump in lead capture• Improved lead conversion rates up to 11%
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Energize through YouTube
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Rational Software Conference: Social media highlights
Live displays of remoteRSC and RSC tweets
Links to social media on kiosks Real Social at reception
Introduced attendees to Twitter, Flickr, Facebook, and RSC/Rational Support Blog
Provided an overview; let attendees sign up for Twitter and Facebook.
Displayed live streaming of #rsc2009 twitter feed.
Social media overview in RSC guides
Live stream during Mythbusters 19 blog posts from Rational
Support Trended twice during the
conference:June 1st - Scott’s opening
keynoteJune 3rd - Mythbusters 679 followers (140 started following during RSC)*
345 fans (45 new during RSC)*1000 tweets using rsc2009 not posted by the official rsc2009 account (529 during RSC)*
*As of June 4th at 12:30 p.m. EDT
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Putting it All Together – Basic Recipe
Goals: Greater volume of leads through more web traffic Improve conversion through positive experience
Traditional Tactics Add on Marketing 2.0 Tactics
Co-sponsor events Online polling to build agendas, Facebook and
LinkedIn profiles and groups help share information,
offers and encourage conversations around targeted
topics
Static web banners Blog feed banner
Newsletters
Sponsorships
Interactive signature, drive to widget download
Microsite Video/Blog comments, user ratings of offers
Email blast to rented lists
Register for mobile alerts
Sponsored webcasts Live chat, user-generated forum
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Putting it All Together – Advanced Recipe
Goals: Greater loyalty through community collaboration Improve conversion through positive experience
Traditional Tactics Add on Marketing 2.0 Tactics
SMEs speak or work peds at events
SMEs to post relevant comments, links,
podcasts, links on existing community sites
User/Customer Group meetings
Establish an online community
Set up a board of advisors (or sales focus group to get feedback on your strategy or test your messaging)
Target specific focused blogs and communities to help influence sentiment and get feedback on positioning and products
Push branded messages Create two-way channel for your brand - Facilitate creation of community generated content - videos, podcasts and allow users to remix & comment socially
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1. Listen
2. Manage your brand reputation. (follow IBM Social computing guidelines) http://www.ibm.com/blogs/zz/en/guidelines.html
3. Be real, authentic, be candid, be YOU (People want to connect with real people)
4. Be patient. Let things grow organically
5. Give To Get (Take interest in others and share valuable information, even if it doesn’t benefit you directly)
6. Social media is about interaction & building relationship: It’s about joining the conversation
The 6 rules of Social Media The 6 rules of Social Media
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References IBM Social computing guidelines http://www.ibm.com/blogs/zz/en/guidelines.html
Recent trends in the global blogosphere? social media directory
How do I make time to do social media ?!
List of agencies who can help you in your social media campaign execution
The Impact of Corporate Culture on Social Media
The social media experiment is over. Now it's time to extract value. IBM SWG Social Media Marketing wiki
Gina Poole, IBM goes to work, Gina Poole’s video
Tap into the interconnected world and earn the rewards !
Get Marketing, Get Social
IBM's social media marketing campaign hits the target!
Exclusive Social Media event in IBM’s Virtual Forbidden City
Play your imperial part in IBM’s Virtual Forbidden City (VFC) SOA Tour
5 reasons to twitter
Jon Iwata's interview on You Tube
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“You have two choices. You can continue to lock yourself behind facile corporate words and happy talk
brochures. Or you can join the conversation.”
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Click here to visit IBM SWG Social Media Marketing Wiki
PartnerWorld Communities landing page: http://www.ibm.com/connect/partnerworld/
Follow us on Twitter: www.twitter/delphrb
Be my friend on Facebook
Read my blog
Join me on Linked in
Blue Twitt me !
Start with social media today and earn your badges :
Super Social Women Badge
Social Media Marketer Merit badge
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Instruments of Social Media Marketing
• Social networks : These sites allow people to build personal web pages and then connect with friends to share content and communication. Like Facebook, MySpace.
• Blogs : Perhaps the best known form of social media, blogs are online journals, with entries appearing with the most recent first.
• Wikis: These websites allow people to add content to or edit the information on them, acting as a communal document or database like Wikipedia
• Podcasts : Audio and video files that are available by subscription, through services like Apple iTunes.
• Forums: Areas for online discussion, often around specific topics and interests
• Content communities: The most popular content communities tend to form around photos (Flickr), bookmarked links (del.icio.us) and videos (YouTube).
• Micro blogging: Social networking combined with bite-sized blogging, where small amounts of content are distributed online and through the mobile phone network like Twitter
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Profile: professional accomplishmentsConnections: friends, colleaguesGroups DirectoryAnswers: community questions
Network updatesOpenSocial Platform (Business Week partnership)Paid account: broader reachPaid Advertising available
BUSINESS RELEVANCE:
OWNERSHIP: Private: Independent
IBM has a strong presence on site: Company profile; 183 IBM groups (employee- & technology-specific)
Top Industries: Technology, Finance, Media, CPG, & Entertainment (150 total)*** Opportunity:
Target SMBs (500,000 registered) by identifying them through industry & interest search (get a paid account for greater flexibility)
Get involved through Answers section by providing insight on industry
FEATURES:
AUDIENCE:Geography* & Age Range**
*Alexa Traffic Rankings, 2008**Quantcast, June 2008***Business Week, 2008****Go-to-Market Strategies, Resource Center, 2008
WHAT IS IT? A networking tool Registered users can:
Connect with job candidates, industry experts, colleagues, & business partners
Maintain a list of contact details of people they know and trust in business
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BUSINESS RELEVANCE:
OWNERSHIP:
Podtech creates content for clients such as AMD, Microsoft, & HP Top Industries: Technology, Finance, Entertainment, & Telecommunications Opportunity
Follow competitors’ content to understand their strategies & how they engage with and listen to their audiences
Potential partnership in creating IBM material (ex:IBM Shortcuts Series) Re-launch the now inactive PodTech India Platform by creating relevant
content (i.e. training videos)
Private: Independent
FEATURES: Engagement Roadmap
AUDIENCE: Geography* & Age Range**
*Alexa Traffic Rankings, 2008**Quantcast, June 2008
WHAT IS IT?
Creates original online programming for its clients about their brands
Promotes that content on social sites frequented by the target audience to initiate a relationship and discussion
Identify target audience characteristicsCo-development of Client storyDesign Client social media network
Online video storytellingSyndication & promotionMeasure successPaid Advertisement not available
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BUSINESS RELEVANCE:
OWNERSHIP:
IBM is well covered in social media on Technorati: tags include: microsoft, lotus, linux, technology, software, news, apple,
google, domino, lenovo Top Industries: Technology, Business, Entertainment, Politics, & Sports Opportunity:
Create and tag engaging & interesting material that will gather votes and start a discussion
Private: Independent
FEATURES:
AUDIENCE: Geography** & Age Range***
*Technorati, June 2008**Alexa Traffic Rankings, 2008***Technorati, June 2007 (age groups <18 & 34+ are estimated
based based on site reviews)
WHAT IS IT?
An internet media search engine that helps users search through pictures, videos, music, and blog posts
Technorati indexes 112.8 million blogs and over 250 million pieces of tagged social media *
Categorizes blogs, photos, & videos using tags posted by authorsSearch: site compiles lists of any relevant tagged social mediaTechnorati WTF (Where’s The Fire)
Register blog to receive viewer statisticsSearch.technorati.com: blog-search-only pageReal-time buzz trackerPaid Advertising available
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FEATURES:
BUSINESS RELEVANCE:
OWNERSHIP: Private: Independent
IBM’s presence on site varies with the number of IBM-related submissions Search resulted in 300+ listings (most recent entry is ~1 month old)
Top Industries: Technology, Entertainment, Education, & Politics Opportunity:
Create fun and engaging material that will generate discussion and be featured and “Dug” on the site
AUDIENCE: Geography** & Age Range***
*Quantcast, March 2008**Alexa Traffic Rankings, 2008***Quantcast, June 2008
WHAT IS IT?
Site for users to share & discover content
Users submit their favorite media (video, blogs, photos…) & rate & comment other users’ submissions
#1 user-submitted new site worldwide*Simple ProfileUsers submit, rate (Digg/Bury), & share articles, video, photos…Diggspy: real-time view of activity
Facebook applicationRecommendation engineArticles: tech, politics, entertainment, business, science, sports, & gamingPaid Advertising available
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IBM has a good presence on site: 22 IBM pages (products & recruiting); 50+IBM groups (employees/interns)
Business & Technology groups revolve around schools, majors & just for fun Top Industries: Music, School/Colleges, Entertainment, Business, Technology Opportunity:
Applications Cater to members with relevant business interests listed in profile
The Visa Business network: application for small business owners
BUSINESS RELEVANCE:
Private: Independent
FEATURES:
AUDIENCE:Geography* & Age Range **
OWNERSHIP:*Alexa Traffic Rankings, 2008**Quantcast, June 2008
WHAT IS IT?
A social utility that allows users to connect and interact with other members through networks organized by city, workplace, school, and region
Profile (includes work experience)Groups/NetworksShare/upload: videos, photos…Mobile applicationFacebook chat
News/Mini-FeedsFriends’ status updatesWall postsOpenSocial PlatformProfessional networkingPaid Advertising available
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BUSINESS RELEVANCE:
OWNERSHIP: Public: owned by Yahoo!
IBM has a good presence on site Search led to 52,951 results relating to IBM (products, IBM-related
events, buildings, technology…) Most Popular Tags: Cities (NYC, London…), Countries (France, Germany,
Japan…), Art, Architecture, Colors (Blue, Red…) Opportunity:
Create a group tracking product growth through photographs (e.g. IBM through the years; new IBM products showcase)
Pose question on group discussion board to get members involved (i.e. How can technology be represented in photography?)
FEATURES:
AUDIENCE: Geography* & Age Range**
*Alexa Traffic Rankings, 2008**Quantcast, June 2008
WHAT IS IT?
An image and video hosting website, web services suite, and online community platform
Site for users to share and comment on each others’ personal photographs
Used by bloggers as a photo repository
Free basic account with a profileCan use Yahoo! ID
List contacts as friends and/or familyGroupsUpload photos (5 ways)
Organizr: sets, collections, tagsNote & comment on photos/videosTrack contactsGuest PassPro Service (paid): more flexibilityPaid Advertising not available
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BUSINESS RELEVANCE:
OWNERSHIP:
FEATURES:
IBM has a presence on this site: IBM listed in users’ bios; Workers (ex: Don Neely for Lotus); IBM Pulse Top Industries: Technology, Politics, Gaming, Entertainment, & News Opportunity:
Create multiple Twitter pages based on industry Post fun and interesting tweets that will drive followers to IBM portals/websites Include Twitter address on IBM forums and advertising to gain followers
Private: Independent
AUDIENCE: Geography* & Age Range**
*Alexa Traffic Rankings, 2008**Quantcast, June 2008
WHAT IS IT?
A free social networking and micro-blogging service that allows users to send updates ("tweets")
“Tweets” are text-based posts of up to 140 characters in length
Answer the question: What are you doing?
Profile: very short bioCreate network: “follow” membersConnect to network by sending followers 140-character-long “Tweets”
Send updates via: Twitter.com, IM, SMS, RSS, email, application“Personal” messagesTwitter public timelinePaid Advertising not available
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Think…
“You have two choices. You can continue to lock yourself behind facile corporate words and happy talk brochures. Or you can join the conversation.”
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Public: owned by News Corp.
IBM is mentioned and tagged on the site in: Jobs listings; User videos; Computer & Technology forums
Top Industries: Music & Entertainment Opportunity:
Business & Entrepreneurs and Science forums
FEATURES:
BUSINESS RELEVANCE:
OWNERSHIP:
AUDIENCE: Geography* & Age Range**
*Alexa Traffic Rankings, 2008**Quantcast, June 2008
WHAT IS IT?
A popular social networking website offering an interactive, user-submitted network of friends, personal profiles, blogs, groups, photos, music, & videos for people internationally
Customizable profileLarge network; many communitiesShare/upload: photos, blogs…Myspace MobileMyspace IM
Myspace News (RSS)Friends’ subscriptions/updatesCommentsAPI Application PlatformMusicPaid Advertising available
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BUSINESS RELEVANCE:
OWNERSHIP:
Private: Independent
Approximately 80 social networks related to IBM (products, culture, department, conferences…)
Top Industries: Technology, Culture, Entertainment, Music, & Schools Opportunity:
Connect with existing IBM groups & see how can help them grow
FEATURES:
AUDIENCE: Geography* & Age Range**
*Alexa Traffic Rankings, 2008**Quantcast, June 2008
WHAT IS IT?
An online service to create, customize, and share a social network
Appeals to users who want to create networks around specific interests or have limited technical skills
Platform to create own social networkName network
Choose combination of features (photos, videos, forums…)Customize look & launchPaid Advertising available
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BUSINESS RELEVANCE:
OWNERSHIP:
Because social bookmarking site/ browser, difficult to integrate IBM Top Industries: Depends on pages users are browsing Opportunity:
Ensure that IBM-related sites & content are recommended through the Discovery & Video Widgets
Private: Independent
FEATURES:
AUDIENCE: Geography*
*Alexa Traffic Rankings, 2008
WHAT IS IT?
▪ A RSS reader/builder integrated into a social bookmarking application based on browser bookmarks
▪ Includes a search engine, web monitoring, sharing functions
Personal page: shared webnotes & bookmarks, friends, & profileYoono & widgets stand on left side of browserFriends Widget: consolidated list of friends from all social networks
Webnotes Widget: grab text, picture, video, & drop it to friendsDiscovery Widget: recommends sites & users related to site browsingVideos/Photos/Music WidgetsPaid Advertising not available
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Resource CenterForums & Initiatives: BPO; Emerging companies; Engineering services; Innovation; Education; Product; Quality; Security; Domestic MarketBlogs: EMERGE blog; India Leadership forum blog 2008
Members: Profile Manager; News; Face to Face; Success storiesPublicationsActivities: Campaign against piracy; Building “The India” brand in software; Database creation; Events; Maintaining high quality; Member services; Domestic TradeNet; Partnership with Govt; Promoting interest; ResearchPaid Advertising not available
BUSINESS RELEVANCE:
AUDIENCE: Geography*
FEATURES:
OWNERSHIP:
IBM is well represented on the site through articles and interviews IBM Chairman, Sam Palmisano, won NASSCOM’s Business Leadership Award (2007) IBM Daksh is a member of NASSCOM
Rated 3rd (out of 15) top BPO in India by NASSCOM (2007-08)
Private: Independent (non-profit funded by members) *Alexa Traffic Rankings, 2008
WHAT IS IT? The National Association of Software
and Services Companies The premier organization that
represents and sets the tone for public policy for the Indian software industry
The face of India’s software industry
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BUSINESS RELEVANCE:
AUDIENCE: Geography*
FEATURES:
IBM’s presence on the site depends on its products and services being reviewed 3 Results: IBM-sponsored social media & blogcamp, SME Toolkit, Tech recruiters
Opportunity: Connect with writer & founder Amit Ranjan to inform him of new IBM products & services
relevant for the Indian market
OWNERSHIP:
Private: Independent
*Alexa Traffic Rankings, 2008
WHAT IS IT? A technology blog dedicated to
profiling innovative Indian web products & internet services
A platform for Indian web startups, ecommerce websites and internet based businesses to showcase their products & services to Indian internet users Essays and blog entries on technology, startups,
internet & entrepreneurshipCommentsTags section Paid Advertising not available
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BUSINESS RELEVANCE:
OWNERSHIP:
FEATURES:
AUDIENCE: Geography* & Age Range**
Public: Independent
IBM’s presence on site: News-related results, Classifieds listings, website search, blogs (products, company history, training, business
solutions industries) Top Industries: Technology, Business, Entertainment, & Sports Opportunity:
Become more involved by posting blogs on iLand & video content on iShare
*Alexa Traffic Rankings, 2008**Quantcast, June 2008
WHAT IS IT? India's leading internet portal for
news, mail, messenger, entertainment, business, mobile, ecommerce, entertainment, shopping, auctions, search, sports,…
Equivalent of Yahoo! In US
India Online business: Rediff.com IndiaUS Publishing business: Rediff.com India Abroad, India Abroad & India New York newspapersNews: Breaking; Business; Entertainment; Sports; Get AheadE-Commerce: online marketplace; auctions; bookstore
Community Features: email, product search, iShare, iLand, Rediff Bol (IM)Mobile: downloads; services (games, search, contests); news subscription (daily/weekly/monthly) Newshound: content aggregation tool, collects India-related contentPremium services targeted at businesses (subscription required)Paid Advertising available
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BUSINESS RELEVANCE:
OWNERSHIP: Public: owned by Google
IBM has a high presence on site through communities & forums (mainly employee-centric, but also help-related) in the following categories:
Company; Computers & Internet; Business; Alumni & Schools Top Industries: Entertainment & Leisure Opportunity:
Create community that will engage & unify different communities already involved in above categories by posting entertaining & relevant content
FEATURES:
AUDIENCE: Geography* & Age Range**
*Alexa Traffic Rankings, 2008*Orkut.com
(http://www.orkut.co.in/MembersAll.aspx
WHAT IS IT?
A social networking site operated by Google, that helps users meet new friends and maintain existing relationships
Simple ProfileCommunitiesShare/upload: photos & Google/Youtube videos
ForumsGoogle ChatScrapbook (“Scraps”) Paid Advertising not available
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BUSINESS RELEVANCE:
OWNERSHIP:
FEATURES:
AUDIENCE: Geography* & Age Range**
Public: owned by Axill Europe Ltd., subsidiary of Northgate Technologies, Ltd.
IBM’s presence on site is in Gangs, but only for employees In Technology Gangs category: many that discuss soft- & hardware but none that cover business Top Industries: Entertainment & Leisure Because the main target consists of college students, may not be important for business solutions (some
are “entrepreneurs” but no section dedicated to them)
*Alexa Traffic Rankings, 2008**Quantcast, June 2008
WHAT IS IT? A social utility that brings together all
the young Indians living across the globe
For every young Indian who is a student or a non-student, fresh graduate, a working professional or an Entrepreneur, and is focused on providing comprehensive solutions for any personal and professional issues
Simple ProfileNetworksGangs (groups)Campus TV (UGC)ChitChat
Study AbroadRepresentatives (“Earn Part-Time”)Café Bharat: film news, gossips, photo galleries, wallpapers, videos & trailersPaid Advertising available
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BUSINESS RELEVANCE:
OWNERSHIP:
FEATURES:
AUDIENCE: Geography* & Age Range**
IBM does not have a presence on this site Top Industries: Bollywood Entertainment & Music Group categories include business solutions industries but most groups have very few members
and posts Popular groups revolve around entertainment topics
Moreover, emphasis is on meeting people, not business
Private: Independent *Alexa Traffic Rankings, 2008**Quantcast, June 2008
WHAT IS IT?
A social networking site created by Indian youth for Indian youth to connect with friends and meet new ones
Mobile features allow users to stay connected at all times
Customizable ProfileGroupsMatchmaking Quizzes
Yaari Mobile Ywords: browse the networkYchat: mobile chatroom
Paid Advertising available
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BUSINESS RELEVANCE:
Public: part of BT Group
FEATURES:
IBM’s presence on site is through mentions in blogs (interviews, product comparisons), sale of its products, & IT consultants, all in the Business category
Most popular Communities: The Lounge (Internet & Computing) & Ideas for BT Tradespace
UK definition of SMB is a company with no more than 250 employees**
Opportunity Use site to target and engage listed businesses and establish
IBM as business consultant (through blogs and postings)
AUDIENCE: Geography*
*Alexa Traffic Rankings, 2008**Department for Business Enterprise & Regulatory
Reform, 2008
WHAT IS IT?
▪ An online community incorporating a business directory and marketplace
▪ Buy & sell products/services, find a business & network
▪ Members use social media tools (blogs, photos, videos & podcasts) to promote their products/services
Create BT Tradespace site: upload photos, audio & video to showcase products & services, keep a blogCommunities: events, discussions, Q&As (by area & category)
Sell products with PaypalSubscription ((₤15): unlimited product listingsListed on BT Tradespace DirectoryPaid Advertising not available
OWNERSHIP:
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BUSINESS RELEVANCE:
OWNERSHIP:
FEATURES:
Public: owned by AOL
IBM has low representation on site: primarily user-posted commercials Large number of business-related groups & applications (including podcast) Top Industries: Music, Entertainment, & Gaming Opportunity
SN users spend more time per visit on Bebo than any SN site (217 min)*** Use Open Media Platform to share content & create IBM business-related
group with blogs and forums to generate discussion
AUDIENCE: Geography* & Age Range**
*Alexa Traffic Rankings, 2008**Quantcast, June 2008***comScore Media Metrix,Worldwide Data, Jan 2008
WHAT IS IT?
The next generation high school and college social network makes it easy for high school and college students to stay in touch with their friends, find long lost friends, and meet new people
Customizable profile (skins)GroupsShare/upload: videos, photos,…Bebo MobileAIM, Skype, Windows Live Messenger on profile
Open Media Platform: for companies to distribute content to Bebo communityMusic: bands’ profiles showcase musicAuthors: writers upload chapters from books & get reviewsOpen Social PlatformPaid Advertising available
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