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Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
Skab verdens stærkeste brand, Susan Emerick, IBM US
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Skab verdens stærkeste brand, Susan Emerick, IBM US

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Præsentation fra IBM Smarter Business 2012

Præsentation fra IBM Smarter Business 2012

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  • I’m an IBMer http://www.youtube.com/watch?v=0dcm4GNpRbY Remove text Add image Keep the heading Keep the symbols (if they can be explained)
  • As early adopters of social business, we have remained true to our brand’s forward-thinking spirit–but have yet to fully capitalize on all the ways these dynamic platforms can help grow and evolve our brand, business, and competitive advantage in this increasingly connected, global marketplace.
  • As social and professional networks continue to gain ground as a primary source of news and information gathering among decision makers, we must evolve our approach… from the tactile Creating/maintaining accounts and profiles, broadcasting indiscriminately to a larger, generalized online audience to the adoptive Establishing eminence of high-value, “ Select ” IBMers in targeted online communities and aligning social interactions and relationships informed by social listening intelligence and go-to-market priorities to the transformative Seamlessly integrating social into the way we do business, using market and social insights to inform strategies across business functions
  • Source: http://en.wikipedia.org/wiki/Funnel
  • Understand the right places to focus your energy through the social intelligence. The mapping process helps you to understand existing influencers, where we should be building relationships with them, and what venues they tend to use.
  • It makes our calls-to-action much more compelling, credible, and likely to evoke a positive, pro-IBM response among clients and prospects – ultimately creating self-sustaining brand evangelism and driving brand preference.
  • By enabling IBMers to expand their social network, gain eminence and better align their individual brands with the IBM brand, we can: leverage their professional reputation and grow influence in the social sphere engage and build relationships with key external market influencers, clients, and prospects sustain engagement while proving their competency and expertise increase visibility and maintain value-added dialogue with existing and competitive customer base support and amplify word-of-mouth aligned to Go-to-Market (GTM) priorities deliver the right information from the right expert at the right time to the right audience
  • Our Strategy has evolved From: Enable the IBMer. Experiments with content on platforms . Publish broadcast content at largest available audiences of followers. Enable the expert in the context of our go-to-market programs. Optimize engagement across owned and earned social platforms to create shared belief with IBM experts and strategic constituencies. Map social content to phases of the customer journey. Optimize progression through the demand cycle.
  • As early adopters of social business, we have remained true to our brand’s forward-thinking spirit–but have yet to fully capitalize on all the ways these dynamic platforms can help grow and evolve our brand, business, and competitive advantage in this increasingly connected, global marketplace.
  • Improve outreach effectiveness by establishing eminence of high-value, “select” IBMers with the right expertise in targeted online communities and aligning social interactions and relationships informed by social listening intelligence and go-to-market priorities Increase awareness and mindshare around topics aligned to IBM growth plays by establishing the social eminence of our technical leadership. Build a network of advocates by establishing relationships with non-IBM influencers.
  • Nigel: Some 15 years ago, IBM Power Systems performance guru Nigel Griffiths authored a free utility he called “nmon” (short for “Nigel’s Monitor”) to help internal and external clients monitor and analyze performance data on AIX and Linux systems. His tool became so popular that he needed to find a way to keep up with his burgeoning audience, and ensure that users were getting information they needed, fast. Nigel decided is was time to try out blogging - and he created the Aixpert Blog on IBM's developerWorks’ site. Elisabeth: Elisabeth Stahl, IBM Chief Technical Strategist and Executive IT Specialist, used to write "one-way" technical papers highlighting the excellent performance of IBM servers and storage, for clients. But as competition increased and the use of social media for business blossomed, she realized that she needed another outlet to tell the IBM story. So she hesitantly created a blog despite concerns about the time that blogging would take away from daily work. She was also a bit nervous about writing for a broad global audience, especially outside of the IBM firewall.
  • Ed Brill, IBM Director of Product Management, is an evangelist for the company's product lines covering messaging, collaboration, productivity and unified communications. He's been looking to inform a broader, worldwide audience about IBM's proliferation of offerings that enable flexible workplaces. Although he blogs and tweets regularly, he knows he could be reaching more prospective clients. When IBM's 2012 Spring SmartCloud Enterprise promotion was launched this past April, Chris Santos, AP Cloud Web Channel SME, knew that he needed to use social media to get the word out. He also wanted to ensure that promo details included on the Singapore SmartCloud landing page were distributed quickly to interested IBM constituents around the world.
  • Transcript

    • 1. IBM Select Social Enablement Program A Digital IBMer Offering BUILDING THE IBM BRAND IN THE SOCIAL SPHERE Susan Emerick, Social Business Program Manager IBM CHQ Digital Strategy & Development1 © 2011 IBM Corporation
    • 2. About me What you’ll learn Susan Emerick  Digital & Social Strategy  Approach  Operational Model Social Business Program Manager  Results semerick@us.ibm.com Twitter: @sfemerick www.linkedin.com/in/sfemerick www.susanemerick.com2 © 2011 IBM Corporation
    • 3. Our brand is experienced through the IBMer As IBMers, we are innovators and experts paving the way for a smarter world.3 © 2011 IBM Corporation
    • 4. Our expertise, experience, and world-renowned reputation as industryleaders are the ….. most powerful marketing tools we have “Some forward-thinking companies are taking the next step. They are providing the training, tools and encouragement to make their employees expert at using social media. In doing so they are creating a competitive advantage.” – Jon Iwata, VP at IBM4 © 2011 IBM Corporation
    • 5. Social is changing the way we do business – we must evolve ourapproach from the tactile to the adoptive to the transformative5 © 2011 IBM Corporation
    • 6. Our approach Research Plan Engage Measure Build foundation for Report on established Map the digital effective social Participate and ignite engagement metrics landscape media engagement conversations and KPIs Allows for: effective, enterprise-wide 2010 SAMMY AWARD : BEST SOCIAL BUSINESS social media engagement and A best practice approach to harvesting standardized conversation mining insights from ongoing conversations6 6 Source: 17 June 2011 Market Insights CORE Social Research Overview © 2011 IBM Corporation
    • 7. Research: Conversation Benchmark Who; What; Where; Influencers? What are the voices, sentiment, topics, and venues by funnel stage? Social Ecosystem Social Coverage Measurement and Social Intelligence Mapping Model Reporting7 © 2011 IBM Corporation 7
    • 8. Research: Influencer Connectivity • Who? • What? • Where? • When? • How? • Why? Social Ecosystem Social Coverage Measurement and Social Intelligence Mapping Model Reporting8 Source: Converseon analysis, July 2011 © 2011 IBM Corporation
    • 9. Building Trust & Credibility   = The trust and credibility of our Experts ensures: • Effective delivery of brand messages • To relevant and receptive audiences • Creates compelling and credible call-to-action • Likely evoke positive responses Ultimately creating self-sustaining brand evangelism and driving brand preference.9 © 2011 IBM Corporation
    • 10. Individuals drive trust & credibility 92%10 © 2011 IBM Corporation
    • 11. Planning: Enabling IBMers leverage their professional reputation and grow influence in the social sphere sustain engagement while proving their competency and expertise support and amplify word-of-mouth aligned to Go-to-Market (GTM) priorities11 © 2011 IBM Corporation
    • 12. Planning: Our strategy is maturing …. From To Enabling all IBMers Enabling experts in the context of our go-to-market programs A true Social Business enables their experts in the context of their strategy and go-to-market programs #sbdk #socbiz @sfemerick12 © 2011 IBM Corporation
    • 13. Engagement: Experts build relationships with key influencers &constituencies through shared interests Social Ecosystem Social Coverage Measurement and Social Intelligence Mapping Model Reporting 13 Source: Converseon analysis, 2010 © 2011 IBM Corporation
    • 14. Analytics: Connect with our experts14 © 2011 IBM Corporation
    • 15. Engagement: Social Business Managers IDENTIFY, EDUCATE and EMPOWER Subject Matter Experts & Thought Leaders Social Business Manager A critical role in empowering and cultivating social eminence is the Social Business Manager #sbdk #socbiz @sfemerick15 © 2011 IBM Corporation
    • 16. Social Business Manager is a Change Agent Oversight for all aspects Acts as the personal of a social business conduit, coach & trainer program to experts Social business doesn’t just happen, a change agent is needed: the Social Business Manager #sbdk #socbiz @sfemerick16 © 2011 IBM Corporation
    • 17. Engagement: Social Business Managers equip Experts for targetedoutreach User Dimension Training Market + Social Intelligence Big Data Smarter Analytics Social Business SME’s & Manager Thought Leaders Influencers & GTM Constituencies Resources SB Program Activities17 © 2011 IBM Corporation
    • 18. Various tools to support Social Business Managers IBM ICS Internal Collaboration IBM ICS Expertise External Locator Collaboration 3rd Party Social Unica Research Business Net & Analysis Manager Insights CCI Core Metrics SPSS18 © 2011 IBM Corporation
    • 19. Demonstrate impact and business outcomes 1. Improve outreach effectiveness 2. Increase awareness and mindshare 3. Build a network of advocates Social Ecosystem Social Coverage Measurement and Social Intelligence Mapping Model Reporting19 © 2011 IBM Corporation
    • 20. Unifying Measurement Framework Conversions Amplification Reach Engagement Social Ecosystem Social Coverage Measurement and Social Intelligence Mapping Model Reporting20 © 2011 IBM Corporation
    • 21. Study: SME compared to other Tactic Results* Traditional Digital Experts Digital marketing engagement Reach and amplification 4% 12% Conversion rate 16% 44% Call to action Lead*source= Unica Netinsight 21 © 2011 IBM Corporation
    • 22. Increasing SMEs Social Influence while improving engagement effectiveness drives IBM Business Value HIGH MEDIUM •Targeted Drives Level of Effort •Personal brand but • Responsive Business LOW •Key thought leader Value • Personal brand • Reactive • Content creator •Defacto • Push • Content seeker • Impersonal Time to Establish Awareness Engagement Relationship22 © 2011 IBM Corporation
    • 23. Success Stories Nigel Griffiths uses IBM Chief Technical Strategist developerWorks to build Elisabeth Stahl becomes audiences for his blog renowned bloggerToday Nigels blog has more than 30,000 users Today, Elisabeths benchmarkingblog has enabled herworldwide. to develop professional relationships with clients, business partners and IT analysts as far away as Nigeria and remote parts of China.His blogging on developerWorks has helped him get real-time Power Systems news and updates to those who But she really knew that she had come into her ownneed it fast, enabling many more users to benefit from when a well known storage blogger external to IBMhis expertise (and help themselves). commented on a blog post, and referred to her as a "server chick."What started as a simple tool - nmon - has captured the It might not have flattered some, but for her it affirmedattention of performance specialists (and the developer that she was having a growing and positive impact oncommunity) around the world. how people viewed IBM’s products and capabilities.The tool "nmon for AIX" is now part of IBMs formal AIXoffering; "nmon for Linux" was released as Open Sourceto the public community. Read full story Read full story 23 © 2011 IBM Corporation
    • 24. Success Stories Ed Brill increases his Chris Santos’ LinkedIn social eminence with status update results in Slideshare win!Ed’s presentations have been viewed more than Chris used LinkedIn to spread word of mouth about an350,000 times. upcoming IBM SmartCloud EventAs a result of the information he published on His LinkedIn staus update helped inform his networkslideshare, Eds been offered appearances at speakingengagements and customer meetings around theglobe, creating far more visibility for IBM and its As luck would have it, a former colleague and longtimeproducts - and enhancing his international reputation LinkedIn contact Mr. Teik Guan Tan, CEO of Dataas an expert in the area. Security Systems Solutions (DS3), spotted Chris LinkedIn update and sent him a LinkedIn message to enquire about the solution. Chris quickly replied back with more information. Within days DS3 had signed up for the spring promotion. 24 © 2011 IBM Corporation
    • 25. Thank you! Questions? Contact me Susan Emerick Social Business Program Manager semerick@us.ibm.com Twitter: @sfemerick www.linkedin.com/in/sfemerick www.susanemerick.com25 © 2011 IBM Corporation

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