Getting social


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Keynote I delivered at the dutch Lotus User Groups Conference in Amsterdam

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  • No IBM corporate blog or Twitter account 17,000 internal blogs 100,000 employees using internal blogs 53,000 members on SocialBlue (like Facebook for employees) A few thousand “IBMers” on Twitter Thousands of external bloggers, Almost 200,000 on LinkedIn As many as 500,000 participants in company crowd-sourcing “jams” 50,000 in alum networks on Facebook and LinkedIn Results: Crowd-sourcing identified 10 best incubator businesses, which IBM funded with $100 million $100 billion in total revenue with a 44.1% gross profit margin in 2008
  • 1. Have a plan strategy imageDon’t just get on the social media bandwagon because everyone else is doing it. Does it make sense for your business? Is it where your customers are? Jason Falls, social media consultant and strategist at, said the first thing to realize is social media is not for every business. “Understanding that is going to take a lot of the panic out for small business owners,” he said. Falls recommended small business owners familiarize themselves with social media tools, look at who the target audience is to see where they are and then figure out how to engage these people and reach them. He said that as small business owners do this, they will be able to determine what their goals are with using social media. He stressed having a clear call to action with anything in marketing. Social media is no exception. “You can still engage with people, provide valuable content and give them a call to action,” he said. 2. Take Small Steps with a Goal in Mind Building a loyal customer base using social networks such as Facebook and Twitter doesn’t happen overnight. At the same time, this approach might not be the ideal tactic for a small business that needs to move fast. Understand what your small business can get out of social media. For example, is it to sell products or build relationships with customers? Falls said that deciding on taking small steps depends on how fast a business owner needs to see results. However, he stressed that social media is about building relationships and that takes time. “ I think the smart thing to do as a business owner is to have a plan with clear goals and objectives,” he said. “Social media is much more about building lifetime relationships with customers.” 3. Be Willing to Put Some Time Into It time imageSet up a social media presence and then check in regularly, but don’t feel it’s necessary to sit on Facebook and Twitter all day. Falls suggested small business owners set up their social media pages so they can get notifications sent to their smartphones from these channels. But the more time you invest in using social media, the more you’ll get out of it. The more content you produce, the better rank you’ll have in search, which means more visibility and being able to drive traffic back to your site, according to Falls. 4. Track Progress and Results Have a system in place to gauge how the social media effort is working. Falls said that if small business owners want social media activity to drive customers to do something, then they need to know what to measure. Some examples of metrics to look at are: How many visitors came to your site from a social media site; Conversion (i.e. how many people clicked through to your site and then bought a product or service), Falls said. In minimal terms, be able to say something like: I spent X dollars and was able to track X amount of revenue (or percentage). chart imageLink shorteners can help track click throughs on Twitter. Twitter tools such as Seesmic, TweetDeck, HootSuite and others can help users track mentions, direct messages and @replies. Facebook fan pages and YouTube Channel Partner pages have their own set of insights for admins. Use tools such as Google e-mail alerts to track mentions of your business online. He said small business owners need to understand how to measure those goals and what they got out of the social media spend so they know what to budget for next year. He added that there are paid social media monitoring services such as Radian6 and Scout Labs whose services can range from $500 to $600 per month. 5. Be flexible Striking a good mix with social networks can mean trying more than one strategy because there isn’t a magic formula for success. Falls advised being flexible not only about the tools you use but about where your audience is. For example, if you’re not seeing some kind of boost after using social media for four to five months, then back off and find other ways to use the time spent or reassess to see if you can do something to move the needle a bit more, he recommended.
  • From Email to SS in IC Yves told you everything about what is happening in the Outside world, With this chart I would like to give you an overview on what kind of tools we use at IBM to Promote – Contribute and Belong As you know, communication is all about promoting your self , (as an individual and as an organization) You can do this by drinking coffee After work, you probably us twitter, linkedin, facebook, Good tools to share what you are doing, Also at IBM we have seen advantages of such networking tools, so lets take a closer look at that
  • 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.
  • 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
  • Getting social

    1. 1. GETTING SOCIAL Yves Van Seters, External Communications, IBM Belgium & Luxembourg
    2. 2. Agenda <ul><li>Social Media </li></ul><ul><li>Social Media in Day 2 Day Business </li></ul><ul><li>Social Business </li></ul><ul><li>Social Ice </li></ul>
    3. 3. Feel Free to tweet… #YVS
    4. 4. Inventory Check <ul><li>Uses LinkedIn / Xing / Plaxo </li></ul><ul><li>Uses Flickr / Picasa </li></ul><ul><li>Uses Delicious / Digg / ... </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>Uses this in Day to Day Business ? </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 with Google? </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 Facebook account </li></ul><ul><li>Has a Twitter account </li></ul>WHO
    5. 5. “ Social Media describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives and media.” Ironic Source: Social Media is … Editable Popular Conversation Fast Emotional
    6. 6. Why do people participate? <ul><li>To have a dialogue and be a “part” </li></ul><ul><li>To meet and share information – to have fun </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><ul><li>To see the experience of the people who bought it, tried it, read it, made it, or visited it first </li></ul>
    7. 7. So, it’s about Marketing & Communications
    8. 8. The Fiesta Movement
    9. 9. The Fiesta Movement - Results
    10. 10. 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.”
    11. 11. The most trusted providers of information today are “ not institutions .”
    12. 12. They are “ other people like you & me.” (Oh-oh …)
    13. 13. … 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
    14. 14. The Communications Dilemma
    15. 15. 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
    16. 16. 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
    17. 17. 2005 IBM made a strategic decision to embrace Social Media and to encourage IBMers to participate…
    18. 18. Recent picture of IBM & social media 1,000,000 daily wiki page views 60,000 socially networked 16,000 Internal blogs 8,500,000 Downloads 1,000+ 250,000 70,000+ 1,000s Internal External
    19. 19. Empower everyone. Trust employees… they are the brand
    20. 20. Social Media in Day 2 Day business: How to get started ? <ul><li>Have a plan </li></ul><ul><li>Take Small Steps with a Goal in Mind </li></ul><ul><li>Be Willing to Put Some Time Into It </li></ul><ul><li>Track Progress and Results </li></ul><ul><li>Be flexible </li></ul>LISTEN LEARN CONTRIBUTE SHARE
    21. 21. ONLINE SUCCESS = Focus Activity Network Reputation
    22. 22. Only if you have something interesting to say, people listen… NL LUG 2010
    23. 23. Twitter Facebook Linkdin Blogs Youtube WIKI Facebook Linkedin groups IBM Communities Lotus Connections Promote Belong Contribute
    24. 25. Social Business New Technologies (always on) Personal Contact (you and me) Business Private Social Business
    25. 26. Your voice … Let’s do something useful with your fancy smartphone…
    26. 27. Proposition1 : <ul><li>The separation between work and private life can go into the trashcan. </li></ul><ul><ul><li>Agree: @votebytweet 1 #Prop1 </li></ul></ul><ul><ul><li>Don’t Agree: @votebytweet 2 #Prop1 </li></ul></ul><ul><ul><li>No Opinion: @votebytweet 3 #Prop1 </li></ul></ul>
    27. 28. Results © SAP 2009 / Page 1. Agree 2. Don’t agree 3. No opinion
    28. 29. The Bar, The Backyard BBQ & The Office IMPACT
    29. 30. Propostion 2: <ul><li>Digital communication is at the expense of personal attention </li></ul><ul><ul><li>Agree: @votebytweet 1 #Prop2 </li></ul></ul><ul><ul><li>Don’t Agree: @votebytweet 2 #Prop2 </li></ul></ul><ul><ul><li>No Opinion: @votebytweet 3 #Prop2 </li></ul></ul>
    30. 31. Results © SAP 2009 / Page 1. Agree 2. Don’t agree 3. No opinion
    31. 32. Business and Social Networks
    32. 33. New Social Business Etiquette ? <ul><li>Eti·quet·te (noun) : the set of rules or customs which control accepted behavior in particular social groups or social situations (Cambridge Dictionary) </li></ul><ul><li>Etiquette: make sure that people feel comfortable and at ease so their and your qualities can be brought to attention (Erasmus, 1530) </li></ul><ul><li>Core of etiquette is care for others and the pursue of equality. If we can empathize than, we can turn the situation in our advantage </li></ul><ul><li>“ Directive, not a law” or “advice, not a rule” </li></ul>
    33. 34. Your thoughts © SAP 2009 / Page
    34. 35. Tagging is important !
    35. 37. 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