BDI 9/16/09 B2B Social Communications Case Studies - IBM

IBM B2B Social Media Case Study “Mainframe: The Art of the Sale” Tim Washer, IBM www.facebook.com/timwasher [email_address]

“ I've been thinking a lot lately about taking chances, and how it's really just about overcoming your fears. Because the truth is, every time you take a big risk in your life, no matter how it ends up, you're always glad you took it.”

“ I've been thinking a lot lately about taking chances, and how it's really just about overcoming your fears. Because the truth is, every time you take a big risk in your life, no matter how it ends up, you're always glad you took it.”
John Dorian, M.D .

Social Media: Managing Perceived Risks
Gain agreement on rules
- Convene bloggers, lawyers, marketing, PR
Encourage experimentation inside the firewall
Get some big wins, and promote

Approaches
Find your most compelling stories
sources: PR, marketing, clients, R&D, customer service
Find your most compelling experts
News format
Viral: rely on nonsense/absurdity/humor

Episode 1 Full Series: http://www.youtube.com/view_play_list?p=31975B943F754BAC An Example of Nonsense

http://www.comedycentral.com/videos/index.jhtml?videoId=89356

Art of the Sale
Objectives:
create awareness for new mainframe value proposition
Increase mainframe awareness with college students
Blog traffic increased 25x
Story trumps messaging/targeting
Social media is for stories, not brochures
Consult an objective expert

Tips from World Wide Rave Free e-books: http:// www.davidmeermanscott.com/products_ebooks.htm Comedy video: http:// www.youtube.com/view_play_list?p =D3F502D912E31185

IBM Smarter Planet blog: http:// asmarterplanet.com / YouTube: http:// www.youtube.com/IBMSocialMedia Seamus McManus: Beekeeper; Father of Cloud Computing http:// www.youtube.com/watch?v =nw3QjGgDLvI A Brief History of Intelligence http://www.youtube.com/watch?v=yVIcIRcAhxc Other links: CurrentTV Video Production Tips: http:// www.current.tv/make/training?section = productiontips www.CommonCraft.com – good example of simplifying concepts

BDI 9/16/09 B2B Social Communications Case Studies - IBM

by Business Development Institute on Sep 18, 2009

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BDI 9/16/09 B2B Social Communications Case Studies - IBM — Presentation Transcript

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