Dot Com And Social Media


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ppt on the use of Social Media for IBM.Com (sellers)

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  • 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
  • Dot Com And Social Media

    1. 1. Yves Van Seters – External Communications & Media Relations IBM BeLux IBM.COM es to Social Media Social Media as a business tool
    2. 2. Agenda <ul><li>Social Media </li></ul><ul><li>Social Heaven </li></ul><ul><li>Social Hell </li></ul><ul><li>Social Tools </li></ul><ul><li>Social Success </li></ul><ul><li>Social Ice </li></ul>
    3. 3. Inventory Check <ul><li>Uses Flickr / Picasa </li></ul><ul><li>Uses LinkedIn / Xing / Plaxo </li></ul><ul><li>Uses Delicious / Digg / Foxear </li></ul><ul><li>Know how to use Lotus Connections </li></ul><ul><li>Reads blogs? </li></ul><ul><li>Reacts on a blog? </li></ul><ul><li>Has a blog? </li></ul><ul><li>Uses RSS-feed readers </li></ul><ul><li>Uses Instant messaging </li></ul><ul><li>Has no idea what Instant messaging is </li></ul><ul><li>Uses VOIP </li></ul><ul><li>Has clients or relations who are engaged in one of the above </li></ul><ul><li>Has a SmartPhone/BB/iPhone </li></ul><ul><li>Has a Hotmail / Gmail / Yahoo Account </li></ul><ul><li>Looked something up with Yahoo? </li></ul><ul><li>Looked something up withGoogle? </li></ul><ul><li>Looked something up with Ask? </li></ul><ul><li>Looked something up on Wikipedia? </li></ul><ul><li>Contributed to Wikipedia? </li></ul><ul><li>Uses review sites </li></ul><ul><li>Contributes to a review site </li></ul><ul><li>Has a Clint (zatte vrienden) account </li></ul><ul><li>Has a Facebook account </li></ul><ul><li>Has a Twitter account </li></ul>WHO
    4. 5. Why do people participate? <ul><li>To meet and share information – to have fun </li></ul><ul><li>To have a dialogue and be a “part” </li></ul><ul><li>To be connected – it’s more about them and less about you </li></ul><ul><li>To see the experience of the people who bought it, tried it, read it, made it, or visited it first </li></ul><ul><li>To learn from an expert’s ideas and opinions </li></ul><ul><li>To provide their opinions and wisdom </li></ul><ul><li>To get the inside scoop </li></ul><ul><li>To tell a company what they like – and what they don’t </li></ul>
    5. 6. Statement : <ul><li>Social Media is a hype ! </li></ul>
    6. 7. The most trusted providers of information today are… … not institutions .
    7. 8. They are… “ other people like you & me.” (Oh-oh …)
    8. 9. <ul><li>Should I go online ? </li></ul>
    9. 10. It’s a good thing ! Source:
    10. 12. 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
    11. 13. 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
    12. 14. 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.
    13. 15. <ul><li>I’m interested! </li></ul><ul><li>Give me the highs and the lows ! </li></ul>(… and make it juicy !!!!)
    14. 16. Power of social media & communities Update 25/01/2010 Viewed: 11.955 4.338 Click Through (36%)
    15. 17. Social Heaven: the Fiesta Movement
    16. 18. Social Heaven: The Fiesta Movement - Results
    17. 19. 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 &quot;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 &quot;courtesy credit&quot; on the $3000 charge if signing up for a $300 per year international data plan with a max of 20MB per month. <ul><li>Consumer writes to BoingBoing… </li></ul><ul><li>“ I'm writing you in the hope that the exposure of my story might force AT&T's hand in admitting they have : </li></ul><ul><li>an inadequate solution in place for international iPhone users </li></ul><ul><li>discriminated against the iPhone in favor of the Blackberry </li></ul><ul><li>failed to adequately disclose the exorbitant nature of their rate plan, </li></ul><ul><li>kept me in the dark about my usage specifics until it was too late to modify them, </li></ul><ul><li>by disallowing unlocking to use a European provider's My SIM with more reasonable rates, trapped me without knowing it until that $3000 &quot;gotcha&quot; came knocking at my door.” </li></ul>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 &quot;miscommunication.&quot; I think they have a customer for life now!”
    18. 20. 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. <ul><li>By August 30, 2005, Dell’s PR team finally responded: </li></ul><ul><ul><li>“ Dell has a “look, don’t touch” when it comes to blogging. </li></ul></ul><ul><ul><li>“ We do talk to people in public through the standard major media and through our forums.” </li></ul></ul>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.
    19. 21. … So, in this new world of social networking, customers , not companies, are in control <ul><li>Companies do not own their brand; brand is determined by public perception </li></ul><ul><li>The easy creation and proliferation of social media empowers consumers to publicly air their grievances and affect our brand, right or wrong </li></ul><ul><li>The further away from official corporate advertising the message and messenger are, the higher the credibility factor </li></ul>“ 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
    20. 22. <ul><li>OK, I’m Sold! </li></ul><ul><li>Where do I join ! </li></ul>
    21. 24. Basic Tools Lotus Connections: Selling through Social Media - Best Practices, Training & Strategy - Integrated Social Media Presence (micro)Blog (Facebook) LinkedIn Twitter
    22. 25. Twitter <ul><li>Twitter: “a free social messaging utility for staying connected in real-time.” </li></ul><ul><li>send and read updates (tweets). </li></ul><ul><ul><li>text-based posts of up to 140 characters. </li></ul></ul><ul><li>Twitter is sometimes described as the &quot;SMS of the Internet” </li></ul>
    23. 26. What’s the big deal ? <ul><li>Feb 2009: ranked Twitter as the 3 rd most used social network: </li></ul><ul><ul><li>Over 6 million unique monthly visitors </li></ul></ul><ul><ul><li>Over 55 million monthly visits. </li></ul></ul><ul><li>Mar 2009: ranked Twitter as the fastest-growing site in the Member Communities category with a monthly growth of 1382% (Facebook had an increase of 228%). </li></ul><ul><li>Late 2009: Although Twitter growth has slowed core Twitter users are more active and engaged </li></ul><ul><ul><li>Users are following more feeds, for example, and being followed more in turn </li></ul></ul><ul><ul><li>Twitter users were also including more complete information in their profiles, such as location, bio and Web address. </li></ul></ul><ul><li>Sources: Twitter, Wikipedia, Hubspot </li></ul>
    24. 27. Users like brands who use Twitter well <ul><li>A recent survey by Peter Sorgenfrei and Warren Sukernek found: </li></ul><ul><li>Most users ( 89% ) agree brands should engage their customers on Twitter. But they have to do it well and appropriately! </li></ul><ul><li>60% of respondents would recommend a company based on their presence on Twitter. </li></ul><ul><li>80% of Twitter users will reward those brands they have key relationships with by being more willing to purchase from them. </li></ul><ul><li>The majority also have a better impression of brands that use Twitter for customer service ( 81% ). </li></ul><ul><li>Twitter Survey by @warrenss, Twittermaven blog and @researchguy, Sorgenfrei </li></ul>
    25. 28. Tweeting basics <ul><li>There is a 140 character limit. </li></ul><ul><ul><li>So craft carefully. </li></ul></ul><ul><li>Use key words in your posts. </li></ul><ul><ul><li>Note that the first 27 characters are picked up by search engines. </li></ul></ul><ul><ul><li>Do not shorten your key words. </li></ul></ul><ul><li>Make connections which build relationships. </li></ul><ul><ul><li>Think about your audience when you tweet. </li></ul></ul><ul><ul><li>Respond quickly! People expect a response in hours, not days. </li></ul></ul><ul><ul><li>Follow people to be followed. </li></ul></ul><ul><li>Avoid pitfalls! </li></ul><ul><ul><li>Do not engage in “battles” in twitter. </li></ul></ul><ul><ul><li>Always represent yourself honestly and professionally. </li></ul></ul><ul><ul><li>Do not spam. If you want to resend a message, change a few words! </li></ul></ul><ul><li>To be social is to be human. </li></ul><ul><ul><li>People develop relationships with other people. </li></ul></ul><ul><ul><li>If you come across as machine or faceless corporation, you will probably be ignored. </li></ul></ul><ul><li>Be interesting. </li></ul><ul><ul><li>Know what your audience is interested in hearing. </li></ul></ul><ul><ul><li>Share! Provide useful, timely information. </li></ul></ul><ul><ul><li>Selectively retweet! Lets followers see the posts of people in your network. </li></ul></ul><ul><li>Show your personality. </li></ul><ul><ul><li>Don’t be afraid to be lively, funny, and share your own personality </li></ul></ul><ul><li>But, protect the brand. </li></ul><ul><ul><li>Be honest and trustworthy.. </li></ul></ul><ul><ul><li>Do not use negative words. Do not engage in battles or competitor bashing. </li></ul></ul><ul><ul><li>Do not spam. </li></ul></ul>
    26. 29. Internal Twitter ?
    27. 30. What is LinkedIn? <ul><li>LinkedIn is a social media business networking site. </li></ul><ul><li>° 2003 </li></ul><ul><li>Today there are over 50 million LinkedIn members </li></ul>
    28. 31. Who uses LinkedIn? <ul><li>LinkedIn spans 170 industries. </li></ul><ul><li>LinkedIn spans 200 countries. </li></ul><ul><ul><li>Half of LinkedIn members are outside of the U.S. </li></ul></ul><ul><li>LinkedIn focuses on professionals. </li></ul><ul><ul><li>80% are a college grads </li></ul></ul><ul><ul><li>37% are post grads. </li></ul></ul><ul><ul><li>The average household income is over $100,000. </li></ul></ul>Professionals are using LinkedIn to connect professionals and businesses. Businesses are using LinkedIn to connect to their customers, and thereby extend their brand presence.
    29. 32. Be active! Use the Lotus Notes widget
    30. 33. <ul><li>How do I turn this into a success ? </li></ul>
    31. 34. Social Business New Technologies (always on) Personal Contact (you and me) Business Private Social Business
    32. 35. The Bar, The Backyard BBQ & The Office IMPACT (*) (*): ex
    33. 36. Learn and apply the principles <ul><li>Represent IBM values regardless of the medium. </li></ul><ul><li>Read and apply the social media guidelines: 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 . </li></ul>
    34. 37. Social Media Adagio LISTEN LEARN CONTRIBUTE SHARE
    35. 38. Three steps to Social Success
    36. 39. ONLINE SUCCESS = Focus Activity Network Reputation
    37. 40. Only if you have interesting things to say, people will listen… Kick Off Event
    38. 41. Tagging <ul><li>A tag is a non-hierarchical keyword or term assigned to a piece of information (such as an internet bookmark, digital image, or computer file). </li></ul><ul><li>This kind of metadata helps describe an item and allows it to be found again by browsing or searching. </li></ul><ul><li>Tags are chosen informally and personally by the item's creator or by its viewer, depending on the system. </li></ul><ul><li>The tagging mechanism is also know as folksonomy , being the opposite of fixed categorizations or taxonomies </li></ul>
    39. 42. Tagging is important !
    40. 43. Questions ? Y
    41. 44. Yves Van Seters External Communications & Media relations Belgium & Luxembourg Av.du Bourgetlaan 42 B-1130 BRUSSELS BELGIUM T: +32(0)2-225 21 11 M:+32(0)478-27 10 33 E: [email_address] @YvesVS