Enabling the Social Workforce (WOMA 2011)
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Enabling the Social Workforce (WOMA 2011)



Presented with Susan Emerick and Bill Chamberlin of IBM at the WOMMA conference in May 2011

Presented with Susan Emerick and Bill Chamberlin of IBM at the WOMMA conference in May 2011



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Enabling the Social Workforce (WOMA 2011) Presentation Transcript

  • 1. Enabling the SocialWorkforceSusan EmerickBill ChamberlainChris BoudreauxMay 9, 2011
  • 2. About Us Susan Bill Chris Emerick Chamberlin Boudreaux @sfemerick @horizonwatching @cboudreaux (248) 552-5797 (847) 805-2335 (415) 692-1250
  • 3. Best Social Business
  • 4. Agenda • IBM History and Strategic Direction • Evolution of Social Media in IBM Marketing • Implications on the Workforce • What We Did • What We Learned
  • 5. 100 Year-Old Global Technology Company
  • 6. #12 in Fortune’s Most Admired
  • 7. The world knows IBM through the IBMer http://www.youtube.com/watch?v=0dcm4GNpRbY
  • 8. IBM People Dominate Brand Interactions • Media library: 25k Produced by uploads Employees • Beehive: 50k members • WikiCentral, BlogCentral, Bluepedia • 1 M posts in IBM ForumsTotal • IBMers author SocialContent Media GuidelinesItems • W3 Editorial Board dissolved • Last issue of Think magazine Produced by Corporate 1999 2002 2003 2005 2006 2007 2008 2010 Years 12 people can publish to home page 1,141 people can publish to home page 100% Comms employees 40% Comms employees
  • 9. Outcomes Behavior THE IBM DIGITAL Interaction Model 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 ManagementInfrastructure Iterate, iterate, iterate System Information Model
  • 10. Social Business Extends Beyond Marketing
  • 11. Social Business Transformation Social Business Traditional Business • Empowering the workforce to be strategic experts in social business • Safeguarding the enterprise • Employing new business • Selective use of social models to drive business media value • Traditional and siloed business processes and models
  • 12. Enterprise-Wide Engagement Based on Robust Mining Research Planning Engagement MetricsMap the digital Build foundation Participate and Reportlandscape for effective social ignite engagement media conversations metrics and KPIs engagement
  • 13. Enabling Masses of Communicators Informed Engagement Enabled by Social Intelligence Social Social Social Coverage Measurement Ecosystem Intelligence Model and Reporting Mapping Education Curriculum Social Enablement Expertise Locator
  • 14. Education Curriculum• Certification-based training• On-demand courses: Fundamentals, Relationship building, Digital CitizenshipSocial 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 assetsExpertise 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
  • 15. Visibility for Experts
  • 16. Taxonomy of Social Intelligence Capabilities Source: Converseon analysis 2011 more insight less insight Engage Relationship ResponseBusinessUse Listen Mining Monitoring Batch Real-time Analytical Timing
  • 17. Conversation Benchmark• Who are the voices in the • What are the voices, topics and venues conversation? by funnel stage?• What is each voice saying? • What is our brand awareness?• Where are they saying it? • What is our customer satisfaction?• Who is influencing the conversation? • What are the specific causes of sentiment versus competitors? • How does our sentiment benchmark in our industry and across industries?
  • 18. Experts Cover Influencers by Topic Example » Which online influencers should Influencer Targeting in a Category 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? Automated Tools
  • 19. Susan Bill ChrisEmerick Chamberlin Boudreaux@sfemerick @horizonwatching @cboudreaux(248) 552-5797 (847) 805-2335 (415) 692-1250