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Speaker 1   Bettina Kahlau
 

Speaker 1 Bettina Kahlau

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Marketing @ Web 2.0 Experienced with The Greater IBM Connection

Marketing @ Web 2.0 Experienced with The Greater IBM Connection

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Speaker 1   Bettina Kahlau Speaker 1 Bettina Kahlau Presentation Transcript

  • Bettina Kahlau Manager of Strategy & Marketing in Germany Global Business Services & Industry Marketing
  • Marketing is dead – Long live Marketing! Quelle: Web 2.0 – Where the Internet is headed, Laurie Dillon-Schalk
  • Open standards enable Innovation & improved efficiency of social networks
    • Web 1.0::: Technology connects computers
    • Web 2.0::: Technology connects people
    „ You cannot NOT communicate!“ 1:n Mass phenomenon
  • One indicator for succes::: IBM Brand value IBM Brand historie ($ Mrd.) Top Five 2008 59,00 66,67 59,03 53,09 35,94 Source: Interbrand‘s Best Global Brands 2008 94 95 96 97 99 00 01 02 03 04 05 06 -0,5 17 18 24 44 53 53 51 52 54 53 56 07 57
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  • The Greater IBM Connection | October 31, 2008 The Greater IBM Connection Facilitating a special interest community for IBM Global Business Services, the business consulting arm of IBM Bettina Kahlau - Founder of GIBM in Germany
  • Social networks form to tap into the information that’s BTE 2
    • We go to others because we want to :
    • Hear the story behind the story
    • Learn from an expert’s ideas and opinions
    • Confirm what we think we know
    • Decide what to pay attention to
    • Keep up with fast-changing information
    • Feel connected to someone who has similar interests and knowledge
    BTE 2 – “behind the eyes and between the ears”
  • Communities are formal social networks built around a common interest
    • Communities fit this reality
    • Their strength is that they work the way people work naturally
    • Successful communities organize activities that enable collaborative learning, networking, and making sense of information
    • Substantial research confirms the value and benefits of communities
    • Reality:
    • Knowledge is social
    • Learning is social
    • All knowledge cannot be documented
    • There is too much information to make sense of it all
    BTE 2
  • IBM has long promoted internal communities
    • Provide opportunities to increase knowledge and mastery of a subject area
    • Develop, innovate, care-take, and transfer knowledge through a sense of membership and common context 1
    • Develop and maintain capabilities
    • Build social capital 2
    • Provide increasing value to the business
    • Positively impact marketshare and the bottom line
      • A collection of professionals who share a particular interest, work within a knowledge domain, and participate in activities that are mutually beneficial to building and sustaining performance capabilities
    1 Common context : a shared terminology or special use of language, norms, and artifacts 2 Social capital: an individual’s stock of connections, knowledge, skills, relationships, and common context Objectives
  • Business Value Social Capital Community Activities
    • Emphasis:
    • Tacit knowledge
    • Communications - newsletters, conference calls, virtual and face-to-face events
    • Sharing and collaborating - discussion groups, knowledge inquiries, problem-solving, harvesting innovations
    • Learning - knowledge partnering, lunch and learn, just-in-time expertise location
    • Emphasis:
    • Trust
    • Connections to colleagues with similar expertise
    • Reciprocity in relationships and as foundation for a sharing culture
    • Common context with others across organizational boundaries
    • Sense of belonging that survives organization
    • Emphasis:
    • Efficiency, effectiveness
    • Higher productivity
    • Rapid solution deployment
    • Rapid response to client issues
    • Competitive expertise
    • Talent retention, rapid assimilation
    • Critical mass, global affiliation
    • Professional growth
    Communities create a pathway for knowledge to move
  • As a community matures, it provides more value
    • Formation
      • Members discover the community and join because they have identified value in it
      • Or members are invited and SMEs are sought out
    • Building/Evolving
      • The community has begun to stabilize around formal processes, policies, and norms
      • Additional roles might be sought
    • Potential
      • The group begins to emerge around the SMEs
      • Or a sponsor and leader is selected to direct and engage a core team and SMEs
    • Operationalized/Active
      • The community is well-established
      • It is a legitimized body within the organization
    • Adaptive
      • The community is demonstrating optimal value to its current and potential members and to the business
      • The community provides highly evolved sense and respond capabilities
      • It is now focused on specializing or subdividing to address more granular goals
    Adaptive (5) Building/Evolving (3) Formation (2) Potential (1) Sense and respond capabilities High- performing Standard consistent processes The Five Levels of Community Maturity Operationalized/ Active (4) Subject matter experts connect to create value
    • Equip alumni with an understanding of IBM’s capabilities
    • Drive revenue
    • Facilitate re-recruiting
    Program goals and value to IBM The Greater IBM Connection is a Chairman’s Initiative to coordinate IBM’s alumni outreach effort in a way that brings mutual value to IBM and IBM alumni. (Founded 2006)
  • Where do IBMers network outside IBM? 30,000 40,000 50,000 current and former IBMers 36,000 285,000
  • Reasons for a special interest community for Global Business Services in Germany
    • PEOPLE: The former PWCC Consultants, who left IBM after merge, were an important audience to achieve our business goals. They were already organized on XING in Germany and it
    • seemed to be easy to win them for our community.
    • LEARN: As the GBS Community was the Alumni Pilot Phase, the intention was
    • to learn from it for the Rollout to all LoBs and other communities.
    • EMOTIONS : Special groups have more in common than being a former
    • IBMer. It’s about memories and friends - an emotional bonding should help us to
    • create active interactions and fast growth.
    • STICKYNESS: If you know the interests of your audience, it is easier to serve them with
    • topics of their interest to generate the expected attraction, interaction and frequent
    • returning visits.
    • COSTS: Administrating and facilitating a special interest groups, which is smaller, is less
    • effort consuming and sufficient to gain expected insides.
  • GIBM in Germany started with a Pilot for GBS in March 2007 on XING Build November 2006 Kick-Off 2008 15.07.08 Design Build Online features / activities Run and improve GBS networking platform and events January 2007 Piloting Phase GIBM - GBS Community Kick-off Event Munich Oktoberfest 2007 March 2007 Go-Live December 2008 (planned) Open to all IBM DE Design IBM GIBM - QCC Community Go-Live Run QCC Design Workshop Rollout to GBS Subsidiaries (+ 800 Members)
  • A special interest target group requires special content
    • The content on the GBS Community was tailored around “Consultancy
    • Topics”, but based on the “Sterling Brands” Survey.
    Community IBM Topics Consultancy Topics Career Center Archive & Downloads Everything around the community General but re-worked IBM topics Consultancy specific Topics Career Topics and Job Offerings for Consultants Archived Podcasts and Transcripts Everything has been implemented through XING functionalities.
  • Results and Findings
    • ‚ Special‘ events show a better participation than others.
    • Quality of content has been enhanced. „IBM topics“ and „Consultancy topics“ are now the most visited areas of the platform (compared to „community“ in 2007).
    • Weekly newsletter strategy generates attention and visits as desired.
    • A bigger community and higher involvement of members is required to support our business goals.
    • Trustworthy transactions enable results for
      • brand-stewardship
      • revenue growth
      • re-hiring
  • The Greater IBM Connection | October 31, 2008 QUESTIONS? Bettina Kahlau let’s get connected on XING
  • The Greater IBM Connection | October 31, 2008 THANK YOU! Bettina Kahlau let’s get connected on XING