Social Business @ IBM Denmark, May 2011

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Social Business @ IBM is includes how we (IBM'ers) are using various Social Tools in the way we communicate, work, collaborate, innovate, and listen. In May 2011 more than 250 Danish IBM'ers participated in the first townhall presentations, focused on the Social Enablement and Engagement part -- how specifically the IBM'ers can use Social Media external.

IBM is encouraging all IBM'ers to get involved and using Social Media as one of their communication channels. And to support this, IBM'ers around the world have helped creating some simple guidelines, which are valuable for any organization thinking about how to approach this new (well, almost old now...) medium. Available here: http://www.ibm.com/blogs/zz/en/guidelines.html

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Social Business @ IBM Denmark, May 2011

  1. 1. Social Business @ IBM Denmark May 2011 Claudio Christensen Christian C Carlsson www.twitter.com/claudio_ibm twitter.com/chris_carlsson Director, Marketing and Communications Digital Marketing Strategist IBM Denmark IBM Denmark
  2. 2. Social Business @ IBM <ul><li>What will you learn? </li></ul><ul><li>Why so important </li></ul><ul><li>How to go about </li></ul><ul><li>What you could use </li></ul><ul><li>Q&A / Clinic </li></ul>w3.ibm.com www.ibm.com/dk Facebook Twitter LinkedIn Slide Share ... Firewall Intranet On site Off site … IBM Corporate IBM Denmark (Marketing, Communications, Brands, Industries, etc.) Danish IBM’ers
  3. 3. The IBM Digital Strategy is in place to… <ul><li>Drives business growth </li></ul><ul><li>Transforms all functions of the corporation </li></ul><ul><li>Serves every constituent </li></ul><ul><li>Integrates IBMers </li></ul><ul><li>Is multiplatform </li></ul><ul><li>Sits at the core of our business and culture </li></ul>
  4. 4. The IBM Social Business Strategy is there to… … catalog IBMers’ expertise , manage access to them and optimize their interactions with our constituents. By fully enabling the digital IBMer , we can systematically manage the way these social interactions connect with all relevant parts of IBM, including the Demand System – and perform all of these tasks at massive scale.
  5. 5. Why so important
  6. 6. Social Engagement is about <ul><li>“ How we differentiate ourselves from competition; how we change ahead of the curve ; how we collaborate , innovate , listen , and act ; how we make our self smart .” </li></ul><ul><li>It’s about our Digital Presence – both IBM as a Brand, and you as IBM’ers </li></ul><ul><li>It is not a “technical” game, it is “behavioral” (like 80’s e-mail transformation) </li></ul>
  7. 7. Why so important: Go where our customers and prospects go
  8. 8. Why so important: The IBM Brand is experienced through the IBM’er – off line as well as online! Source: BrandZ Global Top 100, Millward Brown Optimor, http://www.millwardbrown.com/BrandZ/Default.aspx
  9. 9. Why so important: Journalists, PR, Media, Communications Source: http://www.journalism.co.uk/news/journalists-increasingly-using-social-media-as-news-source-finds-study/s2/a544193/
  10. 10. Why so important: Trust and Credibility
  11. 11. Why so important: You; its about your career; Personal Branding
  12. 12. We’re great at Social Business internally
  13. 13. And we’re getting there externally as well
  14. 14. IBM Social Computing Guidelines <ul><li>Brug din sunde fornuft og sørg for at følge IBM's Business Conduct Guidelines </li></ul><ul><li>Du er personlig ansvarlig for det indhold, du publicerer via sociale medier </li></ul><ul><li>Informationer publiceret på sociale medier er som udgangspunkt offentlige - også selvom det kun er publiceret til en lukket kreds. </li></ul><ul><li>Det er ikke tilladt at publicere fortrolige og interne oplysninger </li></ul><ul><li>IBM tolerer under ingen omstændigheder mobning eller lignende adfærd </li></ul><ul><li>Glem ikke dit primære arbejde </li></ul><ul><li>Tilfør værdi </li></ul><ul><li>Udvis respekt for ophavsrettigheder og undgå at citere andre uden deres tilladelse </li></ul><ul><li>Respekter dit publikum </li></ul><ul><li>Vær en god ambassadør for IBM – også uden for arbejdstiden </li></ul>” IBM er nuancerede omkring sociale medier og mener, at brugen af sociale medier kan være med til at fremme arbejdsrelateret networking mellem medarbejdere og forretningsforbindelser. IBM har fuld tillid til og respekt for, at alle medarbejdere i IBM selv kan bedømme, hvordan de kan benytte sociale medier i arbejdstiden.” Full verison in English: http:// www.ibm.com/blogs/zz/en/guidelines.html
  15. 15. The fundamentals of Social Media <ul><li>Personal: it’s you! </li></ul><ul><li>Personal +1: It takes two to tango! (people-to-people, 2-way communication, Word of Mouth) </li></ul>Source, Tango image: http://blogs.citypages.com/gimmenoise/tango-0102a.gif <ul><li>Personal: being personal in a Public setting – what you post, stays posted! </li></ul><ul><li>Personal: it’s about what works for you </li></ul>
  16. 16. There are several ways of Participation and Engagement (You’re probably at all steps at the same time) Listening Sharing Publishing
  17. 17. How to go about
  18. 18. The first step is not choosing what cool tool(s) to use…
  19. 19. Define your presence 1/3 <ul><li>Key questions to consider when defining your social presence: </li></ul><ul><li>What do you want to learn? </li></ul><ul><li>What knowledge, skills, and passions make you unique? </li></ul><ul><li>What do you want to achieve with your presence? Do you want to publish your work? Do you want to network? Do you want to promote IBM? </li></ul><ul><li>Who is your audience? Do you want to communicate with customers or with like-minded peers? </li></ul><ul><li>Whose opinions do you value? </li></ul><ul><li>What value can you create for others? </li></ul><ul><li>How frequently do you plan on engaging in social activities? </li></ul>From Social Enablement, go to: bit.ly/sedk Your answers to these questions will help you define your social presence and choose the platforms that are best suited for your background and expertise.
  20. 20. Define your presence 2/3 “ A successful social presence reflects your unique attributes. Building a successful social presence begins with knowing what differentiates you from your peers. “ From Social Enablement, go to: bit.ly/sedk Example: Visualize & Explaining concepts Example: Architecture & Drawing Example: PMP Agile Outsourcing
  21. 21. Define your presence 3/3 From Social Enablement, go to: bit.ly/sedk Create your “Digital Elevator Pitch”:
  22. 22. So, when you…. Know what you want to achieve (goals) Know what differentiates you from the ‘others’ Know your Digital Elevator pitch X X X … THEN you can start to look at what tools and communication platforms to use.
  23. 23. The Social Media Landscape has zillion of tools and sites... Check out http://www.go2web20.net/ for a collection of Social Media Tools.
  24. 24. … but we will focus on the following for now:
  25. 25. What could you use
  26. 26. <ul><li>Usage </li></ul><ul><li>Research </li></ul><ul><li>Collaborate and network </li></ul><ul><li>Listen to your audience </li></ul><ul><li>Promote events, etc. </li></ul><ul><li>Type </li></ul><ul><li>Real time (lifespan of ~1 hour) </li></ul><ul><li>Mainly text, 140 characters (microblog) </li></ul><ul><li>Stats (Source: http://blog.overskrift.dk) </li></ul><ul><li>February 2011: 30.000 DK users / 421.000 Tweets </li></ul><ul><li>Good to know </li></ul><ul><li>Link with your LinkedIn profile </li></ul><ul><li>Use as sign-in for many web sites and applications </li></ul><ul><li>IBM Denmark perspective </li></ul><ul><li>Follow twitter.com/ibmdanmark </li></ul><ul><li>Encourage to use at events and happenings </li></ul><ul><li>Register at http://kvidr.dk </li></ul>Learn more how to setup and get going at: bit.ly/sbi_dk_twitter
  27. 27. Good to know: link Twitter with LinkedIn
  28. 28. Good to know: Use as sign-in for many web sites and applications
  29. 29. Twitter example: Social Search helps in Listening A
  30. 30. <ul><li>Usage </li></ul><ul><li>Research </li></ul><ul><li>Collaborate and network </li></ul><ul><li>Listen to your audience </li></ul><ul><li>Promote events, etc. </li></ul><ul><li>Type </li></ul><ul><li>Real time (lifespan of ~1 hour) </li></ul><ul><li>Mainly text, 140 characters (microblog) </li></ul><ul><li>Stats (Source: http://blog.overskrift.dk) </li></ul><ul><li>February 2011: 30.000 DK users / 421.000 Tweets </li></ul><ul><li>Good to know </li></ul><ul><li>Link with your LinkedIn profile </li></ul><ul><li>Use as sign-in for many web sites and applications </li></ul><ul><li>IBM Denmark perspective </li></ul><ul><li>Follow twitter.com/ibmdanmark </li></ul><ul><li>Register at http://kvidr.dk </li></ul>Learn more how to setup and get going at: bit.ly/sbi_dk_twitter
  31. 31. <ul><li>Usage </li></ul><ul><li>Present your work, product, service, thought leadership </li></ul><ul><li>Social Discovery / Research </li></ul><ul><li>Lead generation </li></ul><ul><li>Type </li></ul><ul><li>“ Graphical” like presentations </li></ul><ul><li>But also video and PDF’s </li></ul><ul><li>Good to know </li></ul><ul><li>Link with your LinkedIn profile </li></ul><ul><li>Embed function for i.e. blogs </li></ul><ul><li>Follow specific contributors </li></ul><ul><li>IBM Denmark perspective </li></ul><ul><li>Slideshare.net/ibmdk </li></ul><ul><li>Encourage to use IBMDK or personal account, or both (process for uploading to IBMDK being worked on) </li></ul><ul><li>Use for specific events, brands, industries, solutions, etc. </li></ul>Learn more how to setup and get going at: bit.ly/sbi_dk_slideshare
  32. 32. Good to know: SlideShare and PDF’s
  33. 33. Good to know: embed SlideShare
  34. 34. <ul><li>Usage </li></ul><ul><li>Present your work, product, service, thought leadership </li></ul><ul><li>Social Discovery / Research </li></ul><ul><li>Lead generation </li></ul><ul><li>Type </li></ul><ul><li>“ Graphical” like presentations </li></ul><ul><li>But also video and PDF’s </li></ul><ul><li>Good to know </li></ul><ul><li>Link with your LinkedIn profile </li></ul><ul><li>Embed function for i.e. blogs </li></ul><ul><li>Follow specific contributors </li></ul><ul><li>IBM Denmark perspective </li></ul><ul><li>Slideshare.net/ibmdk </li></ul><ul><li>Encourage to use IBMDK or personal account, or both (process for uploading to IBMDK being worked on) </li></ul><ul><li>Use for specific events, brands, industries, solutions, etc. </li></ul>Learn more how to setup and get going at: bit.ly/sbi_dk_slideshare
  35. 35. <ul><li>Usage </li></ul><ul><li>Networking </li></ul><ul><li>Improve Search ranking </li></ul><ul><li>Communities / Groups </li></ul><ul><li>Ask questions, survey your network </li></ul><ul><li>Recruitment </li></ul><ul><li>Stats </li></ul><ul><li>80+ million user world wide </li></ul><ul><li>550.000+ registered users in Denmark </li></ul><ul><li>Good to know </li></ul><ul><li>Link with your Twitter account </li></ul><ul><li>Build and maintain your network, one day you might need it </li></ul><ul><li>Use the Events function for your next client gathering </li></ul><ul><li>Use as your Daily news Channel </li></ul><ul><li>IBM Denmark perspective </li></ul><ul><li>Under discussion, evaluation (i.e. Events, InMail, IBM DK page, traffic to ibm.com/dk, etc.) </li></ul>Learn more how to setup and get going at: bit.ly/sbi_dk_linkedin
  36. 36. Example: start by building your network and improve your search rank
  37. 37. Example, using Groups for sharing, questions, answers, events, networking, etc…
  38. 38. Lotus Connections on ibm.com <ul><li>Usage </li></ul><ul><li>Files Sharing </li></ul><ul><li>Project Management </li></ul><ul><li>Client Communities </li></ul><ul><li>Blogs </li></ul><ul><li>Access to Centennial programs and future tools </li></ul><ul><li>Good to know </li></ul><ul><li>Lotus Connections on w3 vs. ibm.com are two totally separated platforms </li></ul><ul><li>But… everything you can do with Connections internally, you can also do externally </li></ul><ul><li>Your external Connections Profile can be linked with your Intranet ID </li></ul><ul><li>IBM Denmark perspective </li></ul><ul><li>Participation in Centennial programs (i.e. Expert Locator) </li></ul><ul><li>Take our own medicine </li></ul>Learn more how to setup and get going at: bit.ly/sbi_dk_connections Go to ibm.com/communities
  39. 39. Example: File Sharing example Group files in Collections Public or Private Instant feedback on downloads
  40. 40. Example: using blogs to update ibm.com Embedded blog
  41. 41. Example: Internal example – looking for the expert
  42. 42. Statements on social media <ul><li>What you use, and how you use it, is totally up to you. Again, it’s personal. </li></ul><ul><li>The value you get out from social media is strongly connected to what value you give! </li></ul><ul><li>It takes time to build your network and build trust. </li></ul><ul><li>Experiment, try, fail, learn, adjust… try, fail, learn, adjust… try… </li></ul>
  43. 43. Call to action Schedule 1.5 hour in your calendar (no Sametime, no phone, no e-mail, no sunshine) Go through the Social Enablement phase 1 (Define your presence) and create your Digital Elevator Pitch at bit.ly/sedk Discuss with a colleague or friend what tools or communication platforms you could use or Get online coaching by the Danish Digital Team at bit.ly/sbidk_coaching
  44. 44. The End (of this presentation, the beginning of something new) Claudio Christensen Christian C Carlsson www.twitter.com/claudio_ibm twitter.com/chris_carlsson Director, Marketing and Communications Digital Marketing Strategist IBM Denmark IBM Denmark

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