imedia march brand summit: enabling the social workforce
DESCRIPTION
iMedia March Brand Summit: Enabling the Social WorkforceTRANSCRIPT
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
March 7, 2011 10
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
(248) 552-5797
Chris Boudreaux
@cboudreaux
(416) 692-1250
@converseon