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Using Social Software to Market Yourself
     Inside and outside the Firewall

         “It’s all about branding”

       ...
Page 2   Ian McNairn - Program Director Web Innovation & Technology   © IBM 2009
Wordle is written by Jonathan Feinberg



Page 3                                   Ian McNairn - Program Director Web Inno...
IBM has a workforce of over 500,000
of whom almost 50% are mobile

                                                       ...
Page 5   Ian McNairn - Program Director Web Innovation & Technology   © IBM 2009
Why Social Software?




         Wednesday, June 03, 2009



                                    © IBM 2009
Website
                                                                              A collection of web pages, images, v...
Page 8   Ian McNairn - Program Director Web Innovation & Technology   © IBM 2009
Page 9   Ian McNairn - Program Director Web Innovation & Technology   © IBM 2009
Page 10   Ian McNairn - Program Director Web Innovation & Technology   © IBM 2009
Marketing 2.0 is viral




http://uk.reuters.com/article/oddlyEnoughNews/idUKTRE54513620090506?feedType=nl&feedName=ukmorn...
… and from anywhere, using (almost) any device




Page 12        Ian McNairn - Program Director Web Innovation & Technolo...
Low Trust in Advertising
...and a Need to Drive Advocacy for your Brand




                  Source: http://www.balladinp...
Low Trust in Advertising
Drives a Need to Connect Consumer in Communities...

               “Indicate your level of trust...
Which Tools?




        Wednesday, June 03, 2009



                                   © IBM 2009
Social Software is   everywhere




Page 16                   Ian McNairn - Program Director Web Innovation & Technology  ...
You control your brand across Social Software tools
     Personalise your ‘signature’
          –   E-mail
          –   L...
Social Networking usage by IBMers in the US
                                                    100
                      ...
The case for Social Software inside the firewall

                                                                        ...
Beehive
  enterprise social networking site,
  self-branding, people discovery


            Made available to IBMers
    ...
Socializing around shared photos and lists




Source: David Millen, IBM Research


Page 21                              I...
Attributes



             Wednesday, June 03, 2009



                                        © IBM 2009
The reputation economy




Page 23        Ian McNairn - Program Director Web Innovation & Technology   © IBM 2009
Page 24   Ian McNairn - Program Director Web Innovation & Technology   © IBM 2009
Reputation and meta-data




Page 25        Ian McNairn - Program Director Web Innovation & Technology   © IBM 2009
Ranking and status
5 types of incentive
          – Rewards
          – Explaining
            community benefit
         ...
Recognition and reward




Page 27        Ian McNairn - Program Director Web Innovation & Technology   © IBM 2009
Benefits




           Wednesday, June 03, 2009



                                      © IBM 2009
Benefits of Social Software in IBM

                IBM social software benefits acknowledged by
                         ...
When all else is equal, Social Capital differentiates you



           “
   [research shows that] people with larger cont...
Why do people use beehive?
Source: David Millen, IBM Research
* Site-wide data analysis, including user interviews, March ...
In summary: The Benefits of Networking are significant
to the Individual as well as the Organization
    For Individuals, ...
1%   Authors

                                    9%     Contributors



Problems & Risks
                                ...
The “Ladder” of Social Software Adoption
                                                                                 ...
Social Networks thrive on a few people generating content consumed by many




       So, a social
      strategy must
   ...
Using Social Software to Market Yourself
more …. Problems        & Risks



                                              ...
1%   Authors

                                           9%     Contributors


Best Practices
                            ...
The 3 Rs of Marketing 2.0
   Real
          No more of the old marketing hype
          Tell the truth
          Admit you...
Choice of avatar (& name) in virtual worlds




Page 39         Ian McNairn - Program Director Web Innovation & Technology...
Be sensitive




   http://scienceblogs.com/cognitivedaily/2009/05/casual_fridays_what_does_an_em.php
Page 40             ...
Some Twitter guidelines
  Start small.
  Be your own filter.
  Don’t buy into the schemes to get hundreds of thousands
  o...
Measuring impact




                    http://www.twitalyzer.com
Page 42       Ian McNairn - Program Director Web Innova...
Page 43   Ian McNairn - Program Director Web Innovation & Technology   © IBM 2009
BCG and SCG




  1. Introduce the purpose of social media
  2. Be responsible for what you write
  3. Be authentic
  4. C...
Questions ?

                     ian.mcnairn@uk.ibm.com



                                +44 1784 445749




          ...
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Using Social Software to Market yourself - inside and outside the firewall

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Presented by Ian McNairn at UNICOM conference Social Software: Engaging the customer JHune 3, 2009 http://www.unicom.co.uk/product_detail.asp?prdid=1593#

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Transcript of "Using Social Software to Market yourself - inside and outside the firewall"

  1. 1. Using Social Software to Market Yourself Inside and outside the Firewall “It’s all about branding” Ian McNairn Program Director Web Innovation & Technology Office of the IBM CIO Wednesday, June 03, 2009 © IBM 2009
  2. 2. Page 2 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  3. 3. Wordle is written by Jonathan Feinberg Page 3 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  4. 4. IBM has a workforce of over 500,000 of whom almost 50% are mobile • 350K+ employees • 200K+ contractors • 170 countries • 2,000 locations • 70+ acquisitions since 2002 • 50% < 5 years experience IBM Locations Mobile Employees Page 4 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  5. 5. Page 5 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  6. 6. Why Social Software? Wednesday, June 03, 2009 © IBM 2009
  7. 7. Website A collection of web pages, images, videos and other digital assets hosted on a particular domain or subdomain on the World Wide Web Email Portals Social Viral Search Engine Networking Marketing Optimization A store and forward A unified, single point of Members invite their personal Using specific tactics that Maximizing the ‘findability’ of method of composing, customer access to and extended networks to join drive peer-to-peer and ‘word a website or piece of content sending, storing, and personally relevant and a community. An SN Site of mouth’ messaging, by ensuring the coding, receiving messages customer information linked connects users through core improving referrals, network content, links & other over electronic from various logically- features, relevant building, and attributes are optimal to be communication systems related applications for discussions, content, and recommendations from the found & indexed by the specific users offline social connections best sources: customers algorithms of search engines. Customer Small Knowledge User Mobile relevant Message bases Communities Web data Services A searchable A central electronic Customer data sources Access to the World Wide Chats, Instant Messenger, database/repository location for users with a are an integral Web as accessed from ‘Texting’, and alerts supporting knowledge sharing common point of interest component by providing mobile devices such as delivered in text only to with internal/ external parties where they can provide profile, transaction, cell phones, PDAs, and chat programs and devices that accesses information support and share behavior, interaction other pocketable gadgets based on key words, relevant information with connected to a public relevance and privileges. each other as a group network. Page 7 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  8. 8. Page 8 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  9. 9. Page 9 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  10. 10. Page 10 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  11. 11. Marketing 2.0 is viral http://uk.reuters.com/article/oddlyEnoughNews/idUKTRE54513620090506?feedType=nl&feedName=ukmorningdigest Page 11 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  12. 12. … and from anywhere, using (almost) any device Page 12 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  13. 13. Low Trust in Advertising ...and a Need to Drive Advocacy for your Brand Source: http://www.balladinplaine.com/sla-2008-word-of-mouth-marketing-tuesday-june-17/ Page 13 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  14. 14. Low Trust in Advertising Drives a Need to Connect Consumer in Communities... “Indicate your level of trust in the following types of ads” somewhat or completely % trust Source: Forrester Research and Intelliseek Page 14 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  15. 15. Which Tools? Wednesday, June 03, 2009 © IBM 2009
  16. 16. Social Software is everywhere Page 16 Ian McNairn - Program Director Web Innovation & Technology Photo credit: Ian McNairn IBM 2009 © www.mcnairn.com
  17. 17. You control your brand across Social Software tools Personalise your ‘signature’ – E-mail – LinkedIn – Video conference – Directories/Profiles – Virtual Worlds/SecondLife – Lotus Connections/LotusLive – Facebook/MySpacePlaxo/Xing/Orkut – IM/Lotus Sametime/MSN/Skype/GoogleChat Style the content you share – Flickr – Lotus Quickr – Media Sharing – Slideshare/YouTube Choose the topics you weigh in on – Forums ‘Talk’ & Share about what you know about – Twitter – Wikis/WikiPedia – Blogs/WordPress/Blogger – Social Bookmarking/Dogear/StumbleUpon/Delicious Page 17 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  18. 18. Social Networking usage by IBMers in the US 100 estimates for US based population Percent of group actively using Social Networks 75 50 ~ 60% of employees are actively using social networking – mostly outside IBM 30+ 25 < 5 year tenure 5 - 10 10-20 20-30 Retirees 0 45% 26% 12% 13% 4% 26% of current IBM population Population percentage 2008 Source: Dave Newbold, IBM DE Page 18 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  19. 19. The case for Social Software inside the firewall Outside Intranet <--------- Access from ----------> Internet How much No can I safely share? Control Can I trust Full my staff not Control to make Inside mistakes? Intranet <----------------Application location-------------> Internet Page 19 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  20. 20. Beehive enterprise social networking site, self-branding, people discovery Made available to IBMers in late Sept’07 As of Jan 12, 2009 : 51,998+ joined 62,716 photos 18,902 hive5s 2,853 events IBMers joining Beehive (total joined by week) 30,000 25,000 20,000 15,000 10,000 5,000 0 7 7 7 7 7 7 7 7 8 8 8 8 8 00 00 00 00 00 00 00 00 00 00 00 00 00 7/2 4/2 2/2 9/2 6/2 4/2 1/2 9/2 6/2 3/2 2/2 0/2 7/2 /2 /2 /2 /1 /1 /1 /1 /0 /0 /0 /0 /3 /2 05 06 07 08 09 10 11 12 01 02 03 03 04 Page 20 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  21. 21. Socializing around shared photos and lists Source: David Millen, IBM Research Page 21 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  22. 22. Attributes Wednesday, June 03, 2009 © IBM 2009
  23. 23. The reputation economy Page 23 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  24. 24. Page 24 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  25. 25. Reputation and meta-data Page 25 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  26. 26. Ranking and status 5 types of incentive – Rewards – Explaining community benefit – Goal setting – Reputation – Self Benefit Results from Deploying a Participation Incentive Mechanism within the Enterprise Rosta Farzan - rosta@cs.pitt.edu Joan M. DiMicco, David R.Millen, Beth Brownholtz, Werner Geyer, Casey Dugan CHI 2008, April 5-10, 2008, Florence, Italy. Copyright 2008 ACM 978-1-60558-011- IBM Research, 1 Rogers Street, Cambridge, MA 02142 1/08/04ı$5.00. {joan.dimicco; david_r_millen; beth_brownholtz; werner.geyer; cadugan} @us.ibm.com Page 26 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  27. 27. Recognition and reward Page 27 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  28. 28. Benefits Wednesday, June 03, 2009 © IBM 2009
  29. 29. Benefits of Social Software in IBM IBM social software benefits acknowledged by % of survey respondents Improved customer satisfaction 42% Increased sales 60% Increased sense of belonging 65% Improved personal reputation 65% Increased productivity 74% Reused assets 77% Shared know ledge w ith others 84% Accessed experts quicker 84% Increased skills 87% 0% 20% 40% 60% 80% 100% *Source: IBM Community of Practice Business Impact Survey 2007 completed by approximately 2,300 respondents. Page 29 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  30. 30. When all else is equal, Social Capital differentiates you “ [research shows that] people with larger contact networks obtain higher-paying positions than people with small networks. A similar finding in social support research shows that persons with larger networks tend to live longer. Personal contacts get significant information to you before the average person receives it. That early warning is an opportunity to act on the information yourself or to invest it back into the network by passing it on to a friend who could benefit from it. “ Personal contacts get your name mentioned at the right time in the right place so that opportunities are presented to you. Source: Ronald Burt, The Social Structure of Competition, from the book Networks in the Knowledge Economy Page 30 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  31. 31. Why do people use beehive? Source: David Millen, IBM Research * Site-wide data analysis, including user interviews, March 2008 IBMers use Beehive to build stronger bonds with their loose connections (“weak ties”) and to reach out to colleagues they do not know “caring” - humanizing the workplace “[..] Beehive as the virtual water cooler [..] we've added that interpersonal relationship back in... I'm enjoying being here and seeing a different side of people I work with.” “climbing”- advancing your career “In a company with 300,000 people, it is easy to get lost. If you want to advance, people need to know something about you.” “campaigning” - promoting your project “I've been promoting [my business idea] on Beehive. I started fanning out from my contact base and people who contacted me. I used their contacts to create a viral effect… [I’ve] contacted about 1500 people within Beehive…” Page 31 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  32. 32. In summary: The Benefits of Networking are significant to the Individual as well as the Organization For Individuals, It’s about: For Organizations, It’s about: Being and staying “in the loop” Improving the productivity of knowledge Being “top of mind” for special workers – since their work is highly projects, interesting work (Statistics collaborative and social show that more than 70 percent of Getting everyone involved in innovation jobs are found and filled through through collaboration networking) Making everyone’s talent accessible to Increased visibility, efficiency & the organization productivity Improving efficiency by leveraging the Improved opportunities to contribute expertise of everyone Being efficient by tapping into other’s Improved social capital expertise as mentors or consultants Creates a dynamic environment that will Innovation through brainstorming and provide sustainable business advantage collaboration through employee satisfaction & retention Page 32 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  33. 33. 1% Authors 9% Contributors Problems & Risks Lurkers 90% Wednesday, June 03, 2009 © IBM 2009
  34. 34. The “Ladder” of Social Software Adoption P ublis h a blog 18% Cre a tors P ublis h your own We b pa ge s Uploa d vide o you c re a te d Uploa d a udio/m us ic you c re a te d Write a rtic le s or s torie s a nd pos t the m 25% Critics P os t ra tings /re vie ws of produc ts /s e rvic e s Com m e nt on s om e one e ls e ’s blog Contribute to online forum s Contribute to/e dit a rtic le s in a wiki 12% Colle ctors Us e RS S fe e ds Add “ta gs ” to We b pa ge s or photos “Vote ” for We b s ite s online 25% J oine rs Ma inta in profile on a s oc ia l ne tworking s ite Vis it s oc ial ne tworking s ite s Re a d blogs Wa tc h vide o from othe r us e rs Groups include people 48% Spe cta tors Lis te n to podc a s ts participating in at least Re a d online forum s one of the activities monthly. Re a d c us tom e r ra tings /re vie ws Base: US online adults Source: Forrester Q2 2007 44% Ina ctive s None of the a bove Social Technographics Survey Page 34 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  35. 35. Social Networks thrive on a few people generating content consumed by many So, a social strategy must determine the most valuable interaction points for each group of customers based on how they want to interact Page 35 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  36. 36. Using Social Software to Market Yourself more …. Problems & Risks http://news.cnet.com/8301-13577_3-10253161-36.html Page 36 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  37. 37. 1% Authors 9% Contributors Best Practices 90% Lurkers Wednesday, June 03, 2009 © IBM 2009
  38. 38. The 3 Rs of Marketing 2.0 Real No more of the old marketing hype Tell the truth Admit your mistakes Otherwise: Customers will ignore you Relevant You can’t interrupt people anymore You must supply what they want Otherwise: Google will ignore you Responsive Marketing is no longer a monologue You must answer your customers Otherwise: Customers will flame you Page 38 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  39. 39. Choice of avatar (& name) in virtual worlds Page 39 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  40. 40. Be sensitive http://scienceblogs.com/cognitivedaily/2009/05/casual_fridays_what_does_an_em.php Page 40 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  41. 41. Some Twitter guidelines Start small. Be your own filter. Don’t buy into the schemes to get hundreds of thousands of followers. It is not about you. Choose your retweets wisely. Get personal (with work that is). Seek support from Subject Matter Experts Don’t treat Twitter like a push-only marketing channel. Use DMs (Direct Messages) wisely. Most importantly - Be yourself http://www.altamirano.org/social-media/so-you-think-you-can-tweet-a-business-guide-to-getting-value-from-twitter/ Page 41 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  42. 42. Measuring impact http://www.twitalyzer.com Page 42 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  43. 43. Page 43 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  44. 44. BCG and SCG 1. Introduce the purpose of social media 2. Be responsible for what you write 3. Be authentic 4. Consider your audience 5. Exercise good judgment 6. Understand the concept of community 7. Respect copyrights and fair use 8. Remember to protect confidential & proprietary info 9. Bring value http://mashable.com/2009/06/02/social-media-policy-musts/ Page 44 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
  45. 45. Questions ? ian.mcnairn@uk.ibm.com +44 1784 445749 http://www.mcnairn.com/ Page 45 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009
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