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Enabling the Social WorkforceSusan EmerickBill ChamberlainChris Boudreaux<br />May 9, 2011<br />
About Us<br />
Best Social Business<br />
Agenda<br /><ul><li>IBM History and Strategic Direction
Evolution of Social Media in IBM Marketing
Implications on the Workforce
What We Did
What We Learned</li></li></ul><li>100 Year-Old Global Technology Company<br />
#12 in Fortune’s Most Admired<br />
The world knows IBM through the IBMer<br />http://www.youtube.com/watch?v=0dcm4GNpRbY<br />
IBM People Dominate Brand Interactions<br />Produced by Employees<br /><ul><li>Media library:  25k uploads
Beehive: 50k members
WikiCentral, BlogCentral, Bluepedia
1 M posts in IBM Forums</li></ul>Total Content Items<br /><ul><li>IBMers author Social Media Guidelines
W3 Editorial Board dissolved
Last issue of Think magazine</li></ul>Produced by Corporate<br />1999<br />2002<br />2003<br />2005<br />2006<br />2007<br...
Outcomes<br />THE IBM DIGITAL STRATEGY<br />Lead how forward thinkers engage with experts and expertise to make the world ...
Social Business Extends Beyond Marketing<br />
Social Business Transformation<br />Social Business<br /><ul><li>Empowering the workforce to be strategic experts in socia...
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Enabling the-social-workforce 09-may2011

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This deck was presented at a breakout at the 2011 WOMMA Chicago School of WOM in May of 2011. Susan Emerick , IBM and Chris Boudreaux, Converseon, joined me in presenting these slides and discussing how IBM is encouraging and enabling employees to participate in the social media landscape.

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Transcript of "Enabling the-social-workforce 09-may2011"

  1. 1. Enabling the Social WorkforceSusan EmerickBill ChamberlainChris Boudreaux<br />May 9, 2011<br />
  2. 2. About Us<br />
  3. 3. Best Social Business<br />
  4. 4. Agenda<br /><ul><li>IBM History and Strategic Direction
  5. 5. Evolution of Social Media in IBM Marketing
  6. 6. Implications on the Workforce
  7. 7. What We Did
  8. 8. What We Learned</li></li></ul><li>100 Year-Old Global Technology Company<br />
  9. 9. #12 in Fortune’s Most Admired<br />
  10. 10. The world knows IBM through the IBMer<br />http://www.youtube.com/watch?v=0dcm4GNpRbY<br />
  11. 11. IBM People Dominate Brand Interactions<br />Produced by Employees<br /><ul><li>Media library: 25k uploads
  12. 12. Beehive: 50k members
  13. 13. WikiCentral, BlogCentral, Bluepedia
  14. 14. 1 M posts in IBM Forums</li></ul>Total Content Items<br /><ul><li>IBMers author Social Media Guidelines
  15. 15. W3 Editorial Board dissolved
  16. 16. Last issue of Think magazine</li></ul>Produced by Corporate<br />1999<br />2002<br />2003<br />2005<br />2006<br />2007<br />2008<br />2010<br />Years<br />12 people can publish to home page<br />100% Comms employees<br />1,141 people can publish to home page<br />40% Comms employees<br />
  17. 17. Outcomes<br />THE IBM DIGITAL STRATEGY<br />Lead how forward thinkers engage with experts and expertise to make the world better<br />Design a digital system that engenders trust and accelerates forward thinking and action<br />Iterate, iterate, iterate<br />Behavior Model<br />Interaction<br />Management<br />System<br />Infrastructure<br />Information<br />Model<br />
  18. 18. Social Business Extends Beyond Marketing<br />
  19. 19. Social Business Transformation<br />Social Business<br /><ul><li>Empowering the workforce to be strategic experts in social business
  20. 20. Employing new business models to drive business value</li></ul>Traditional Business<br /><ul><li>Safeguarding the enterprise
  21. 21. Selective use of social media
  22. 22. Traditional and siloed business processes and models</li></li></ul><li>Enterprise-Wide Engagement Based on Robust Mining<br />Research<br />Planning<br />Engagement<br />Metrics<br />Build foundation for effective social media engagement<br />Participate and ignite conversations<br />Report engagement metrics and KPIs<br />Map the digital landscape <br />
  23. 23. Enabling Masses of Communicators<br />Informed Engagement<br />Enabled by Social Intelligence<br />Social Intelligence<br /> Social Ecosystem Mapping<br />Social Coverage Model<br /> Measurement and Reporting<br />Education Curriculum<br />Social Enablement<br />Expertise Locator<br />
  24. 24. Social Computing Curriculum<br /><ul><li>Certification-based training
  25. 25. On-demand courses
  26. 26. Fundamentals of social computing
  27. 27. Relationship building
  28. 28. Digital Citizenship</li></ul>Social Enablement<br /><ul><li>Practical guidance & excersises to help employees define social profiles
  29. 29. Set up social channels & develop social presence</li></ul>Expertise Locator<br /><ul><li>Web-based service designed to aid in the search and discovery of IBM experts
  30. 30. Allows employees to define areas of expertise
  31. 31. Choose types of activities they wish to perform
  32. 32. Indicate how others may engage with them </li></ul>Centennial Programs<br /><ul><li>Practical tips & resources to help employees engage socially in IBM's Centennial programs
  33. 33. Celebration of Service
  34. 34. Icons of Progress
  35. 35. Lecture Series
  36. 36. ibm.com Community Profile</li></li></ul><li>Visibility for Experts<br />
  37. 37. Taxonomy of Social Intelligence Capabilities<br />Source: Converseon analysis 2011<br />more insight<br />less insight<br />Response<br />Relationship<br />Engage<br />Business Use<br />Monitoring<br />Mining<br />Listen<br />Batch<br />Real-time<br />Analytical Timing<br />
  38. 38. Conversation Benchmark<br /><ul><li>What are the voices, topics and venues by funnel stage?
  39. 39. What is our brand awareness?
  40. 40. What is our customer satisfaction?
  41. 41. What are the specific causes of sentiment versus competitors?
  42. 42. How does our sentiment benchmark in our industry and across industries?
  43. 43. Who are the voices in the conversation?
  44. 44. What is each voice saying?
  45. 45. Where are they saying it?
  46. 46. Who is influencing the conversation?</li></li></ul><li><ul><li>Which online influencers should I engage?
  47. 47. Who are the most influential online authors in my space, and where are they heard?
  48. 48. How much influence does each author exert?
  49. 49. To what extent do these authors influence each other?
  50. 50. Which influencers should my brand engage, and how?</li></ul>Experts Cover Influencers by Topic<br />Example<br />Influencer Targeting in a Category<br />Automated Tools<br />
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