Finding the value of Social Media: An IBM perspective<br />Roy Lee<br />Brand Manager<br />IBM<br />
Our job is to define who within our target audience is engaged in social media.  <br />
Our job is to forecast the return on investment that social media can deliver and then measure our progress.  <br />
Our job is to define a taxonomy for digital media and place social media in context.<br />
Our job is to resolve how Social Media helps achieve our Objectives.  <br />
....and articulate social media in a context that our business currently understands .  <br />
We have been here many times before...... <br /><html><br /><H1>A Digital Publishing Revolution</h1><br /></html><br />
many times before... <br /><xml><br /><detail>We even changed the structure</detail><br /></xml><br />
What is different this time......<br />Everything vs Nothing<br />
Instrumented - Interconnected - Intelligent <br />
What differentiates us: <br />Our Values  <br />
Dedication to every client’s success.<br />Innovation that matters, for our company and for the world.<br />Trust and pers...
Digital Taxonomy <br />Social Engagement/Media: Reach broader audience through integrating brand content into community. D...
A vast scope of tactics comprise the digital mix within IBM, managed by a number of professionals in brand system, demand ...
Everyone has a role in Social Media<br />Advertising<br />Search<br />Events<br />Content<br />e-Nuture<br />
The IBM Branded Widget - example<br />
Question of the Day – Community Poll Result<br />
IBM Branded Think_Tech Page Twitter Page<br />
Audience: <br />
IBM is already engaged <br />343,000,000 Social Media Postings<br />4,200,000 Conferences<br />28,000,000 Volunteer hours<...
Audience: <br />824 Followers – 50 CEOs!<br />
LISTENING: <br />
Every campaign or project will have individual objectives requiring specific outcomes<br />
How to measure and what actions to take.<br />IDENTIFY word of mouth, digital and non-digital conversational touchpoints f...
Quality of voice
Where/when encounters are taking place
Frequency of encounters
Pathways to purchase
Relative contribution to lead generation
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Finding the value of Social Media: The IBM perspective. Roy Lee, UK & Ireland Brand Manager, IBM

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Presented at Fox Parrack Singapour's Inside Knowledge Seminar, 17th June 2010.

IBM has been one of those pioneering organisations, very much at the vanguard of the digital media revolution. With innovation and experimentation at the heart of their approach, Roy will share insights into IBM’s Social Media journey; some of the early successes, lessons learned so far and the continuing internal debate into the quest to find the real value for the business.

The speakers have agreed to share their presentations on the basis that if you use any element of these presentations, please reference them as the source.

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Finding the value of Social Media: The IBM perspective. Roy Lee, UK & Ireland Brand Manager, IBM

  1. 1. Finding the value of Social Media: An IBM perspective<br />Roy Lee<br />Brand Manager<br />IBM<br />
  2. 2. Our job is to define who within our target audience is engaged in social media. <br />
  3. 3. Our job is to forecast the return on investment that social media can deliver and then measure our progress. <br />
  4. 4. Our job is to define a taxonomy for digital media and place social media in context.<br />
  5. 5. Our job is to resolve how Social Media helps achieve our Objectives. <br />
  6. 6. ....and articulate social media in a context that our business currently understands . <br />
  7. 7. We have been here many times before...... <br /><html><br /><H1>A Digital Publishing Revolution</h1><br /></html><br />
  8. 8. many times before... <br /><xml><br /><detail>We even changed the structure</detail><br /></xml><br />
  9. 9. What is different this time......<br />Everything vs Nothing<br />
  10. 10.
  11. 11. Instrumented - Interconnected - Intelligent <br />
  12. 12. What differentiates us: <br />Our Values <br />
  13. 13. Dedication to every client’s success.<br />Innovation that matters, for our company and for the world.<br />Trust and personal accountabilityin all relationships.<br />
  14. 14. Digital Taxonomy <br />Social Engagement/Media: Reach broader audience through integrating brand content into community. Drive brand interest and conversation.<br />eNurture:<br />Data opt-in in exchange for content, including follow-up communications stream to convert prospects to customers and loyalists <br />Emerging Media:<br />Mobile, OOH or other digital engagement beyond Website – reaching target ‘on-the-go’<br />Content: optimize landing pages so Website appears in search results and site visitors find content engaging.<br />Listening to the ‘words’ your target uses to inform Search Keywords & Content Creation. Assessing brand sentiment and reputation. <br />Paid DG Media: intercept and engage prospects to drive responses and leads<br />Analytics: Tagging and tracking all content and experiences through the user journey in order to evaluate impact and optimize tactics<br />Search: paid keywords<br />Drive to opt-in landing pages<br />
  15. 15. A vast scope of tactics comprise the digital mix within IBM, managed by a number of professionals in brand system, demand programmes and workforce & field enablement.<br />
  16. 16. Everyone has a role in Social Media<br />Advertising<br />Search<br />Events<br />Content<br />e-Nuture<br />
  17. 17. The IBM Branded Widget - example<br />
  18. 18. Question of the Day – Community Poll Result<br />
  19. 19. IBM Branded Think_Tech Page Twitter Page<br />
  20. 20. Audience: <br />
  21. 21. IBM is already engaged <br />343,000,000 Social Media Postings<br />4,200,000 Conferences<br />28,000,000 Volunteer hours<br />2,874,200,000 emails<br />Note: Data source IBM 2008<br />
  22. 22. Audience: <br />824 Followers – 50 CEOs!<br />
  23. 23. LISTENING: <br />
  24. 24. Every campaign or project will have individual objectives requiring specific outcomes<br />
  25. 25. How to measure and what actions to take.<br />IDENTIFY word of mouth, digital and non-digital conversational touchpoints for brand/product and competitors<br />CAPTURE reaction to and impact of touchpoint encounter in realtime<br />ANALYSE data for brand and competitive set to understand:<br /><ul><li>Share of voice
  26. 26. Quality of voice
  27. 27. Where/when encounters are taking place
  28. 28. Frequency of encounters
  29. 29. Pathways to purchase
  30. 30. Relative contribution to lead generation
  31. 31. Relative contribution to advocacy behaviour</li></ul>ESTABLISH benchmark measures (10% volume and 3% share of voice – Add sentiment when available)<br />
  32. 32. Social Media measurement process<br />Concept<br />Define what we are trying to accomplish <br />and how we’ll know if we’ve succeeded<br />Synthesise social performance drivers and identify actionable opportunities for programme adjustment<br />Optimization<br />Definition<br />Outline social strategy and<br /> insight+ optimisation approach <br />To achieve goals<br />Implement and launch programme<br />ensuring proper execution <br />and accurate performance <br />data collection<br />Design<br />Deployment<br />Enumerate social tactics and <br />measurement enablement methods <br />for programme<br />
  33. 33. Measurement<br />Goals:<br />Embrace SMM tactics to build buzz before, during and post event<br />Pre-Event<br /><ul><li>Drive registrations
  34. 34. Keep registrants informed of updates to the agenda, speakers etc
  35. 35. Understand if our audience will engage with us via these mediums</li></ul>During Event<br /><ul><li> Foster a sense of community
  36. 36. Humanise IBM
  37. 37. Engage in conversation and build trust via twitter (hashtags used), facebook, youtube and flckr.
  38. 38. Enhance the conference experience</li></ul>Post Event<br /><ul><li> Continue to foster a sense of community
  39. 39. Nurture long term relationships
  40. 40. Test as a DG tactic</li></ul>Results July – Sept 09 :<br />Web Pages<br />Page Views = 4k<br />Unique Visitors = 2.5k<br />Repeat Visitors = 2k<br />Registration form conversion = 47%<br />Presentation downloads = 602<br />Social Media<br />Twitter followers = 68 (maintained since event)<br />Search = Top 10 Google ranking for search terms during event. Most used search term ‘Pulse ANZ’<br />Youtube Video = 83 views Flickr = 43<br />27<br />
  41. 41. Social Media is still a fledgling part of the mix.....<br />
  42. 42. Social Media measurement tools - banter......<br />

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