Use of social media in day to day business

Yves Van Seters Media Relations & External Communications IBM Belgium & Luxembourg 16 years in IT Experience in sales, marketing & communications In Social Media since 2009 You can find me on – Twitter, Tumblr, Linkedin, Foursquare – Slideshare, Youtube, Lotus Live And for IBM’ers – Lotus Connections, Cattail © 2010 IBM Corporation

A short list of things that weren’t around in their present form onSeptember 11, 2001 Facebook Twitter Tumblr iPads Amazing that, thanks to all of these things, many (if not most) of us learned the news about Netbooks Osama bin Laden, almost ten years after that iPhones dark day. Android phones Flipcams Unlimited data / phone plans © 2010 IBM CorporationSource: http://inothernews.tumblr.com/

“Social Media describes the online technologies andpractices that people use to share news, content,opinions, insights, experiences, perspectives andmedia.” Social Media is … Editable Popular A Conversation Fast Emotional Ironic Source: http://en.wikipedia.org/wiki/Social_media © 2010 IBM Corporation

Social Media • Branding • Marketing Social • Communications Networking •… Social Social Business Selling • Sales • Collaboration • CRM • Integration of Social Media in D2D Business • … © 2010 IBM Corporation

Social Networking Social Networking  Branding – Personal – Product – Business  Marketing • 64% Access to Tools – Campaigns • 56% Ext. Comm’s – Support • 19% More Visibility  Communications – External – Internal Do we have a Social Policy ? Strategy? © 2010 IBM Corporation

The Social Technographics® Ladder Publish a blog Publish your own Web pages Creators 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 Critics Contribute to online forums Contribute to/edit articles in a wiki Model Audience propensity to use Use RSS feeds social media in business decision Collectors Add “tags” to Web pages or photos “Vote” for Web sites online making/adoption activity Maintain profile on a social networking site Joiners Visit social networking sites Read blogs Watch video from other users Spectators Listen to podcasts Read online forums Read customer ratings/reviews Inactives None of the above © 2010 IBM Corporation

The Social Technographics® ladder of business buyers US B2B adults* buyers+ Creators 21% 43% Groups include people participating in at least one Critics 37% 58% activities while working on behalf of their businesses. Collectors 19% 48%*Source: Forresters North American Media &Marketing Online Survey,Q2 2008, 5,002 respondents+Source: Forrester global survey of business Joiners 35% 55%decision makers and influencers, Q4 2008, 1217respondents Spectators 69% 91% Inactives 25% 5% © 2010 IBM Corporation

“We don’t have a corporate blog or a corporate Twitter ID because we wantthe ‘IBMers’ in aggregate to be the corporate blog and the corporate TwitterID. We represent our brand online the way it always has been, which isemployees first. Our brand is largely shaped by the interactions that theyhave with customers.”Adam Christensen, social media communications, IBM Corporation © 2010 IBM Corporation

Tactical: Social Media Help kit & external training ■ Tool Expertise ■ Task-based assistance – How-to: set up a blog, do a poll, crowd source ■ Help with quality – Non-editorial reviewing of blog posts ■ Preferred services – Blogging, measurement, url shortener – ibm.com / external balance ■ Internal Community of ambassadors.14 © 2010 IBM Corporation

Monitoring & Measurement - levels Basic  Twitter Search  Facebook Insights  Linkedin labs  Google Alerts  bit.ly  Google Reader  NetvibesAdvanced  RSS Feeds  Hootsuite  Yahoo pipes  Web metrics: social referrals Expert  Share of voice  Volume  Sentiment © 2010 IBM Corporation

Monitoring & Measurement - checklist 10 Minutes a Day: 1) Check Twitter for chatter about your brand / product / offering (2 minutes): Use tools like TweetDeck or Twitter Search or Addictomatic to monitor conversations about XYZ in real-time. To check once a day, set up an RSS feed for a specific Twitter Search to go straight to your Google Reader. Do this by clicking the little RSS icon after you complete a search. Form now, ongoing search results shall be sent to your reader. 2) Scan Google Alerts (2 minutes): Check your Google Alerts for your brand name, products, executives or brand terms. To set this up, enter your search terms and select to receive updates as they happen or once daily. Now, when people blog about your products, an alert will be sent to your inbox. You can read the articles and respond right away 3) Check Facebook stats (1 minute): Visit your Pages Facebook Insights. This can be found by clicking "more" under the pages main photo. Scan your fans and page views count. If you are a member of a group, check to see if any new discussions started. 4) Answer Industry-related LinkedIn questions (3 minutes): Search for questions on LinkedIn that you or members of your company can answer. You can set up an RSS feed for specific question categories to go to your Google Reader as well. When you find a relevant question, respond and include a link to your website. 5) Use Google Reader to check Flickr, Delicious, Digg and others (2 minutes): Also set up RSS feeds for searches on your company name and industry terms in other social media sites. Similar to monitoring LinkedIn and Twitter, your Reader will serve as a great place to centralize your other searches too.Source: SWG Guidance © 2010 IBM Corporation

Some numbers.. over 25,000 IBMers on Twitter 200+ branded Twitter accounts 200+ IBM channels 39,000+ users, 500+ IBM groups (65% outside the US) 378,000+ (including Alumni) 61 communities, 300+ blogs, 5000+ profiles 75,000+ 100,000 IBMers collaborating with 200,000 non-IBMers Source : Maria Arbusto18 © 2010 IBM Corporation

Enable our sellers: Selling through Social Media Recognized internally as innovative  Intelligent Listening was the 1st coordinated activity to get sellers to mine for opportunities & respond to these posts in social media.  A multi-locale, multi-brand program - coordinated centrally by WW, but managed locally. Recognized as innovative and funded by STG, SWG, ITS & GB.  Build skills on the sales tam: The program offers training & support -- proven methodologies, key words, best practices and metrics tracking. Recognized externally as innovative  Case Study: How IBM Uncovers “Millions of Dollars” Worth of Sales Leads with Social Media, eMarketer, April 2010  Evidence that Social Media Really Does Drive Sales, The Next Web, Sept 2010 Source: Anne Fernald, report dec 201020 © 2010 IBM Corporation

Staples ING Bank Crocs For Staples, a $24B retailer, For ING Bank*, serving over 8M For Crocs*, a $700M Smarter Commerce means customers, Smarter Commerce manufacturer, Smarter delivering more value to means transforming their Commerce means transforming customers driving increased marketing so personalized their fulfillment operations and satisfaction and loyalty through product offers can be delivered supply chain so internet their online channel with 60% across multiple channels in real customer orders are filled with increase conversion rates, time for an expected €20M nearly 100% accuracy through driving growth in their business increase in corporate earnings, their network of suppliers at the supporting a ~9000 orders per 35% reduction in marketing lowest cost hour (2.6 transactions/sec) costs, and shorter cycle times23 *Case studies based on Coremetrics, Sterling Commerce and Unica solutions © 2010 IBM Corporation

Social Business Jam Topics: 1.Building the social business of the future 2.Developing participatory organizations through social adoption 3.Using social media to understand and engage with customers 4.Determining what social means for IT 5.Identifying risks and establishing governance © 2010 IBM Corporation

Worldwide Online Conversation Corporations, academics, institutions, non-• 2.600 Discussion posts profit organizations, government agencies, …• 600 Tweets Feb 8 – Feb 10 2011 • 72hrs uninterrupted • > 2.700 people..and the conversation continues in LinkedIn • 80 Countries © 2010 IBM Corporation

What is most likely to encourage you to use social software moreoften in your job?7% Increased use by executives24% Ease of use of the tools13% Available on any device9% Increased use by my customer47% Embedded in the applications I use to do my jobHow does your organization use social software?18% Primarily as an internal tool used by employees13% Primarily use external social media as a marketing and communications tool52% Extensively, both internally and externally17% Only in a limited fashion © 2010 IBM Corporation

What percentage of your online time do you spend on socialnetworking? 25% More than 50% 20% 25–50% 33% 10–25% 22% 0–10%How often do you post a status update on your social tools for workpurposes? 3% Hourly 16% A few times a day 32% A few times a week 36% A few times a month 13% Never © 2010 IBM Corporation

Do you think traditional structured business processes will give wayto socially collaborative processes? 41% Yes, extensively and within five years 30% Yes, extensively but over a longer period of time 29% Maybe, for select business processes 0% No, it will not be a widespread phenomenon © 2010 IBM Corporation

Conclusion Enable your people – They’re the brand Have a Social Policy Have a Social Strategy Embed Social media in your day to day business – To collaborate internally and externally – To Listen en Learn – To Share and to Contribute © 2010 IBM Corporation

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Use of social media in day to day business

by Yves Van Seters on May 05, 2011

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