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

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Case Study: IBM Embraces Social Media to Connect With Businesses
Presented by: Tim Washer, Social Media Productions, IBM Communications
http://www.bdionline.com

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

  1. 1. IBM B2B Social Media Case Study “Mainframe: The Art of the Sale” Tim Washer, IBM www.facebook.com/timwasher [email_address]
  2. 2. <ul><li>“ 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.” </li></ul>
  3. 3. <ul><li>“ 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.” </li></ul>John Dorian, M.D .
  4. 4. Social Media: Managing Perceived Risks <ul><li>Gain agreement on rules </li></ul><ul><ul><li>- Convene bloggers, lawyers, marketing, PR </li></ul></ul><ul><li>Encourage experimentation inside the firewall </li></ul><ul><li>Get some big wins, and promote </li></ul>
  5. 5. Approaches <ul><li>Find your most compelling stories </li></ul><ul><ul><li>sources: PR, marketing, clients, R&D, customer service </li></ul></ul><ul><li>Find your most compelling experts </li></ul><ul><li>News format </li></ul><ul><li>Viral: rely on nonsense/absurdity/humor </li></ul>
  6. 6. Episode 1 Full Series: http://www.youtube.com/view_play_list?p=31975B943F754BAC An Example of Nonsense
  7. 7. http://www.comedycentral.com/videos/index.jhtml?videoId=89356
  8. 8. Art of the Sale <ul><li>Objectives: </li></ul><ul><ul><li>create awareness for new mainframe value proposition </li></ul></ul><ul><ul><li>Increase mainframe awareness with college students </li></ul></ul><ul><li>Blog traffic increased 25x </li></ul><ul><li>Story trumps messaging/targeting </li></ul><ul><ul><li>Social media is for stories, not brochures </li></ul></ul><ul><ul><li>Consult an objective expert </li></ul></ul>
  9. 9. 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
  10. 10. 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

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