1. The Business Case for Nonsense: IBM Social Media Case Study Tim Washer, IBM twitter: @ timwasher www.facebook.com/timwasher blog: www.timwasher.com Ep 1

2.

• 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 .

3. Managing Perceived Risks

• Gain agreement on rules

• • Convene bloggers, lawyers, marketing, PR

• • IBMs guidelines: http://bit.ly/6Mr217

• Experiment inside the firewall

• Get some big wins, and promote

4. Approaches

• Uncover most compelling stories

• • sources: PR, marketing, clients, R&D, customer service, corporate social responsibility

• Find most compelling experts/storytellers

• News format: recycle b-roll, expert interviews

• Rely on nonsense/absurdity/humor to gain awareness

• Story trumps messaging

• • Social media is for stories, not brochures

5. Episode 1: http://bit.ly/7FWtby Full Series: http://bit.ly/8ZA5zU A Benchmark for Nonsense: Art of the Sale The Mainframe Blog

6. ROI

• Objectives:

• • create awareness for new mainframe value proposition

• • Increase mainframe awareness with college students

• >250,000 views on first episode

• Blog traffic increased 25x

• Analyst, Press, Blogger coverage

• Screened at Chief Sales Officer summit, Price Waterhouse sales training, etc.

7. "You gotta see this video.IBM is re-positioning the mainframe as a back-to-the-future alternative. The tone of Hoey's spoof training video is in keeping with the kinder, humbler image IBM now seeks to project. http://bit.ly/7hk9iO

8. http:// blogs.zdnet.com/BTL/?p =10085

9. Mad Science series Featuring John Cohn from Discovery Channels from The Colony Micro-forecasting http:// bit.ly/mad_science Smart Grid http://bit.ly/mad_science_2

10. IBM Smarter Planet blog: http:// asmarterplanet.com / YouTube: http:// www.youtube.com/IBMSocialMedia An Exercise in Utility: http://bit.ly/5OYZbg A Brief History of Intelligence http://bit.ly/6e29x Foul Plea: one chicken's appeal for a smarter food system http://bit.ly/7qJi2W Seamus McManus: Beekeeper; Father of Cloud Computing http://bit.ly/7wVidE