Social Business - The Business Value in Social Networks

Marketing your ideaThe Business Value in Social NetworksBilal Jaffery, Worldwide Social Media & Competitive Marketing Leader, IBM (twitter: @BilalJaffery)Daryl Pereira, developerWorks Web and Social Media Manager, IBM (twitter: @cagedether) © 2009 IBM Corporation

The Impact of Social Collaboration IBM social software benefits acknowledged by % of survey respondents Improved customer satisfaction 42% Increased sales 60% Increased sense of belonging 65% Improved personal reputation 65% Increased productivity 74% Reused assets 77% Shared know ledge w ith others 84% Word of Mouth, #1 Influencer in Business Purchasing Behavior Accessed experts quicker 84% Increased skills 87% 0% 20% 40% 60% 80% 100% *Source: IBM Community of Practice Business Impact Survey completed by approximately 2,300 respondents.4 © 2010 IBM Corporation

Social Collaboration helps people work smarterExample: IBM Lotus Connections to find people and information Create, find, join, and Quickly find the people you need bywork with communities of Home Profiles searching across your organization using people who share a keywords that help identify expertise, current common interest, projects and responsibilitiesresponsibility, or area of expertise Activities Organize your work, plan next steps, and easily tap your Communities expanding professional network to help execute your everyday deliverables, faster Use a weblog to present your idea and get feedback from others; learn from the Blogs Share your files with expertise and Files your colleagues. Everyone can store, experience of others who blog Wikis share, and collaborate on files. Bookmarks Provide a place for Save, organize and share groups of people to bookmarks; discover jointly create and bookmarks that have maintain content been qualified by others through contribution with similar interests & and collaboration. expertise5 © 2010 IBM Corporation

“Informal conversation is probably the oldest mechanism by which opinions on products and brands are developed, expressed, and spread.” – John Arndt7 October 17, 2010 IBM Confidential © 2010 IBM Corporation

IBM Social Computing Guidelines  Reasons to participate Responsible engagement in innovation and dialogue: to learn, to contribute IBMs brand is best represented by its people  Rules of the road Be professional – Business Conduct Guidelines, IBM Values Speak for yourself, not IBM Respect copyrights, laws, and other people Add value www.ibm.com/blogs/zz/en/guidelines.html9 © 2010 IBM Corporation

Case studies “The Groundswell trend is not a flash in the pan. This is an important, irreversible, completely different way for people to relate to companies and to each other.” Groundswell Charlene Li and Josh Bernoff © 2010 IBM Corporation

Fish where the fish are  Use popular social networks to spread the word  Add real value to the conversation  Test different channels to guage interestWarped cartoon series finds naturalfollowing on FacebookExtending from traditional media into social media © 2010 IBM Corporation

Fish where the fish are  Use most appropriate channel for the occasion  Different people respond to different channels  Monitor results to improve performanceTwitter conversations around businessconference growing rapidlyYear-on-year Tweet volume up over 600% © 2010 IBM Corporation

Be your own publisher  Think of the format that is right for you  Use social media to promote your content  Think laterally: what’s useful for your customers?Hubspot webinar series improves brandrecognitionSocial media vendor use their own products to hostwildly popular webinars © 2010 IBM Corporation

Be your own publisher  Blogging tools are versatile and generally free!  Work out a regular schedule and content plan  Top bloggers post weeklydeveloperWorks blogs break down the Try it now: email darylp@us.ibm.combarriers of marketing For a guest accountDirect communications from employees deliversover 2m page views a year © 2010 IBM Corporation

Roll your own network  Build your own network for custom solutions  Follow trends: eg. Expanding mobile market  Tap into large number of open datasetsCitySourced creates network of smartphone citizensLocation-based-services used to create civic responsibility andimprove Govt services © 2010 IBM Corporation

Roll your own network  Community incorporates marketing, support, research and more  Experts have built businesses on communities  Open technologies attract larger audienceOnline community saves $100M insupport costsUser community share information (400K+active profiles, over 1000 community groups) © 2010 IBM Corporation

http://www.bilal.ca	263
http://earnedweb.com	22
http://teo-dmpp.blogspot.com	16
http://www.theinfoboom.com	7
http://www.earnedweb.com	4
http://webcache.googleusercontent.com	1
http://translate.googleusercontent.com	1
http://teo-dmpp.blogspot.co.uk	1

Social Business - The Business Value in Social Networks

by Bilal Jaffery on Mar 16, 2011

Accessibility

Tags

Upload Details

Usage Rights

8 Embeds 315

Statistics

Social Business - The Business Value in Social Networks — Presentation Transcript