Enabling the-social-workforce 09-may2011

Enabling the Social WorkforceSusan EmerickBill ChamberlainChris Boudreaux
May 9, 2011

About Us

Best Social Business

Agenda
IBM History and Strategic Direction
Evolution of Social Media in IBM Marketing
Implications on the Workforce
What We Did
What We Learned

100 Year-Old Global Technology Company

#12 in Fortune’s Most Admired

The world knows IBM through the IBMer
http://www.youtube.com/watch?v=0dcm4GNpRbY

IBM People Dominate Brand Interactions
Produced by Employees
Media library: 25k uploads
Beehive: 50k members
WikiCentral, BlogCentral, Bluepedia
1 M posts in IBM Forums
Total Content Items
IBMers author Social Media Guidelines
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
100% Comms employees
1,141 people can publish to home page
40% Comms employees

Outcomes
THE IBM DIGITAL 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
Iterate, iterate, iterate
Behavior Model
Interaction
Management
System
Infrastructure
Information
Model

Social Business Extends Beyond Marketing

Social Business Transformation
Social Business
Empowering the workforce to be strategic experts in social business
Employing new business models to drive business value
Traditional Business
Safeguarding the enterprise
Selective use of social media
Traditional and siloed business processes and models

Enterprise-Wide Engagement Based on Robust Mining
Research
Planning
Engagement
Metrics
Build foundation for effective social media engagement
Participate and ignite conversations
Report engagement metrics and KPIs
Map the digital landscape

Enabling Masses of Communicators
Informed Engagement
Enabled by Social Intelligence
Social Intelligence
Social Ecosystem Mapping
Social Coverage Model
Measurement and Reporting
Education Curriculum
Social Enablement
Expertise Locator

Social Computing Curriculum
Certification-based training
On-demand courses
Fundamentals of social computing
Relationship building
Digital Citizenship
Social Enablement
Practical guidance & excersises to help employees define social profiles
Set up social channels & develop social presence
Expertise Locator
Web-based service designed to aid in the search and discovery of IBM experts
Allows employees to define areas of expertise
Choose types of activities they wish to perform
Indicate how others may engage with them
Centennial Programs
Practical tips & resources to help employees engage socially in IBM's Centennial programs
Celebration of Service
Icons of Progress
Lecture Series
ibm.com Community Profile

Visibility for Experts

Taxonomy of Social Intelligence Capabilities
Source: Converseon analysis 2011
more insight
less insight
Response
Relationship
Engage
Business Use
Monitoring
Mining
Listen
Batch
Real-time
Analytical Timing

Conversation Benchmark
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?

Which online influencers should 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?
Experts Cover Influencers by Topic
Example
Influencer Targeting in a Category
Automated Tools

http://horizonwatching.typepad.com	784
http://www.horizonwatching.typepad.com	75
http://w3.ibm.com	70
http://helper.converseon.com	52
http://localhost:3000	40
http://staging.helper.converseon.com	17
http://www.theinfoboom.com	15
http://www.slideshare.net	14
url_unknown	12
http://helper-production.heroku.com	9
http://helper-staging.heroku.com	3
http://translate.googleusercontent.com	3
http://localhost	3
http://a0.twimg.com	1
http://www.myonid.de	1

Enabling the-social-workforce 09-may2011

by Bill Chamberlin on May 11, 2011

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Enabling the-social-workforce 09-may2011 — Presentation Transcript