On an individual level, Ed Brill’s work in social engagement embodies many of the tenets of IBM at our best. Through his blog and participation in social networking platforms, such as Twitter, LinkedIn or Flickr, Ed authentically and consistently engages in social media as an IBMer with a focus on creating an advantage for IBM. He crafts thoughtful and compelling arguments with intelligence and reason about IBM products and services or competitors and their positions. He also listens to his followers and engaging them as forward-thinkers in an ongoing dialog. In doing so he is actively living IBM’s value, particularly building trusted relationships with IBMers, clients and IBM partners. Through his long-term community engagement, he has become the face of IBM’s Lotus brand to many online.
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Main Point: Web 2.0 is far more interactive and driven by users than Web 2.0 – a classic Web 1.0 site was driven by a web master, and had a one directional model where users consumed – enter Web 2.0 that drives a two directional model where users contribute content and are more interactive. Now the value of the site isn’t limited to the defined set of interactions originally envisioned – the potential business value is exponentially greater as people have more flexibility in contributing and interacting with the content. Classic Web 1.0 site Web Master“ runs web site, end users only consume Few content editors Web site provides limited content Accumulates relatively small amounts of information and content Unidirectional View-only markup Only human users Admin defined Fixed categories Modern Web 2.0 site End users contribute to the web site, user empowerment Every user is a content editor and rater Web site provides collective contributions of all users Accumulates huge amounts of information and content from end users Bi-directional Semantically tagged markup Humans and applications as users User defined FlexibleTagging Folksonomy
Yves Van Seters – External Communications & Media Relations IBM BeLux IBM.COM es to Social Media Social Media as a business tool
The Social Technographics® Ladder Model Audience propensity to use social media in business decision making/adoption activity Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above
The Social Technographics® ladder of business buyers *Source: Forrester's North American Media & Marketing Online Survey, Q2 2008, 5,002 respondents +Source: Forrester global survey of business decision makers and influencers, Q4 2008, 1217 respondents Groups include people participating in at least one activities while working on behalf of their businesses. 25% 69% 35% 19% 37% 21% US adults* 5% 91% 55% 48% 58% 43% B2B buyers+ Creators Critics Collectors Joiners Spectators Inactives
The Social Technographics® ladder of business buyers: by technology category Base: 1217 technology decision-makers at firms with 100 or more employees Source: North American and European B2B Social Technographics* Online Survey, Q4 2008 Groups include people participating in at least one of the activities monthly.
Social Hell: iPhone / AT&T vs. BoingBoing Consumer purchased an iPhone/AT&T use in lieu of a laptop while traveling abroad. Activated the per-use international roaming data plan. The rep quoted $.005 per KB A couple days into the trip told "usage data is currently unavailable.“ Two weeks of travel with sporadic AT&T EDGE network usage off and on mixed with wifi when available... $3000. AT&T offers unlimited international data usage at $70 per month to its Blackberry customers. Billing phone reps offer a $400 "courtesy credit" on the $3000 charge if signing up for a $300 per year international data plan with a max of 20MB per month.
Consumer writes to BoingBoing…
“ I'm writing you in the hope that the exposure of my story might force AT&T's hand in admitting they have :
an inadequate solution in place for international iPhone users
discriminated against the iPhone in favor of the Blackberry
failed to adequately disclose the exorbitant nature of their rate plan,
kept me in the dark about my usage specifics until it was too late to modify them,
by disallowing unlocking to use a European provider's My SIM with more reasonable rates, trapped me without knowing it until that $3000 "gotcha" came knocking at my door.”
Soon after his letter was posted to BoingBoing, AT&T waived his charges . Consumer blogs: “ Word travels fast over the internet... AT&T just called and agreed to waive all charges due to the "miscommunication." I think they have a customer for life now!”
Social Hell: Welcome to Dell hell… Can you hold, please ? June 2005: PR blogger Jeff Jarvis orders a new Dell laptop and four-year service plan, and immediately began having trouble with the machines and the service. His first blog post: “Dell lies. Dell sucks.” His first blog post: “Dell lies. Dell sucks.” His fury was picked up across the blogosphere, and Dell’s response was deafening…deafeningly silent.
By August 30, 2005, Dell’s PR team finally responded:
“ Dell has a “look, don’t touch” when it comes to blogging.
“ We do talk to people in public through the standard major media and through our forums.”
Lesson Learned: Don’t feed the blogger…unless you want to get bitten. At the time, Dell had no bloggers and no active blogger outreach program.
… So, in this new world of social networking, customers , not companies, are in control
Companies do not own their brand; brand is determined by public perception
The easy creation and proliferation of social media empowers consumers to publicly air their grievances and affect our brand, right or wrong
The further away from official corporate advertising the message and messenger are, the higher the credibility factor
“ As the audiences for more blogs and social media sites… reach critical mass, it’s easier than ever for consumers to wallpaper the Web with their customer service nightmares” BusinessWeek , March 3, 2008 While the we cannot control the conversation involving their brand, we can help to influence what is being said by engaging in the conversation
Read and apply the social media guidelines: http://w3.ibm.com/blog/guidelines.html#detailed-discussion Extract: Know the IBM Business Conduct Guidelines. Be who you are. Be thoughtful about how you present yourself. Speak in the first person. Respect copyright and fair use laws. Protect confidential and proprietary information . Don't comment on confidential IBM financial information . Protect IBM’s clients, business partners and suppliers. Respect your audience and your coworkers. Add value. Don’t pick fights. Be the first to respond to your own mistakes. Use your best judgment. Don't forget your day job .
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