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Social Media  @ IBM Adam Christensen BtoB NetMarketing Breakfast October 29, 2009
What shapes  brand perception ? <ul><li>Source: IBM Brand Values Study, 12/2007, IBM Market Intelligence </li></ul>6 White...
Background: Why  social media  at IBM? <ul><li>400,000 employees </li></ul><ul><li>170 countries </li></ul><ul><li>B2B, No...
IBM’s strategic approach <ul><li>To  expose  IBM’s  employees  and their  expertise  so they can learn, lead and collabora...
Underlying foundations IBM Values Social Computing Guidelines The Authentic Enterprise
Current picture of IBM & Social media <ul><li>Blogs   - 17,000 blogs </li></ul><ul><li>Beehive  – 60K members </li></ul><u...
<ul><li>business model </li></ul><ul><li>corporate culture </li></ul>∫ Strategy ( )
me <ul><li>Twitter: @adamclyde </li></ul><ul><li>LinkedIn:  /adamchristensen  </li></ul><ul><li>Email:  [email_address] </...
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Presentation from the BtoB Networking Breakfast, NYC 10-29-09

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My quick, down-and-dirty 9-minute presentation on IBM and social media.

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  • HI Adam, can you clarify some of these numbers?

    When you say 17,000 blogs do you mean IBM authored blogs, IBM hosted blogs, or blogs about IBM?

    When you say 3,000+ twitter, do you mean Twitter followers (and if so which account), twitter accounts related to IBM?

    When you say 52,000 facebook, do you mean IBM employees on facebook or fans on facebook (and if so fans of which profile)?

    Thanks for the additional insight.

    Natalie Boike
    @mainframemag
       Reply 
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Transcript of "Presentation from the BtoB Networking Breakfast, NYC 10-29-09"

  1. 1. Social Media @ IBM Adam Christensen BtoB NetMarketing Breakfast October 29, 2009
  2. 2. What shapes brand perception ? <ul><li>Source: IBM Brand Values Study, 12/2007, IBM Market Intelligence </li></ul>6 White papers, etc. 6 Company websites 3.3 Friend’s opinions 7.7 Other online sources 7.6 Articles in news 1.9 Analyst or professional associations 1.3 Experience with company’s employees 9.7 TV/Radio News 11.3 Direct marketing 10.1 Advertising 7.7 Tradeshows, etc.
  3. 3. Background: Why social media at IBM? <ul><li>400,000 employees </li></ul><ul><li>170 countries </li></ul><ul><li>B2B, Not consumer </li></ul><ul><li>Knowledge-based business </li></ul><ul><li>Value </li></ul><ul><ul><li>To flatten organization </li></ul></ul><ul><ul><li>To learn </li></ul></ul><ul><ul><li>To influence </li></ul></ul><ul><li>Culture </li></ul><ul><ul><li>Collaborative </li></ul></ul><ul><ul><li>Progressive </li></ul></ul><ul><ul><li>Conservative </li></ul></ul><ul><ul><li>Risk averse </li></ul></ul>
  4. 4. IBM’s strategic approach <ul><li>To expose IBM’s employees and their expertise so they can learn, lead and collaborate. </li></ul><ul><ul><ul><li>Decentralized approach </li></ul></ul></ul><ul><ul><ul><li>Deemphasized corporate presence </li></ul></ul></ul><ul><ul><ul><li>Emphasized individual participation </li></ul></ul></ul>
  5. 5. Underlying foundations IBM Values Social Computing Guidelines The Authentic Enterprise
  6. 6. Current picture of IBM & Social media <ul><li>Blogs - 17,000 blogs </li></ul><ul><li>Beehive – 60K members </li></ul><ul><li>WikiCentral –1M daily page views </li></ul><ul><li>InnovationJam – 4 Jams, 500,000 participants </li></ul><ul><li>Media Library – 9M downloads </li></ul>52,000+ 198,000+ 75,000+ 40,000+ 3,000+
  7. 7. <ul><li>business model </li></ul><ul><li>corporate culture </li></ul>∫ Strategy ( )
  8. 8. me <ul><li>Twitter: @adamclyde </li></ul><ul><li>LinkedIn: /adamchristensen </li></ul><ul><li>Email: [email_address] </li></ul>

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