The business value in social networks tgmc

Marketing your idea The Business Value in Social Networks Bilal Jaffery , Worldwide Social Media & Competitive Marketing Leader , IBM ( twitter: @BilalJaffery) Daryl Pereira, developerWorks Web and Social Media Manager , IBM (twitter: @cagedether)

By 2014, Social networking services will replace email as the primary vehicle for interpersonal communications for 20% of the business users.
- Gartner

Collaboration drives business value Enabling people to work smarter together Unlocking innovation through broad participation Fostering deep insightful relationships

The Impact of Social Collaboration Word of Mouth, #1 Influencer in Business Purchasing Behavior *Source: IBM Community of Practice Business Impact Survey completed by approximately 2,300 respondents.

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

The IDEAL Statement: The Social Organization The whole organization is involved in social collaboration – internally and externally. Graphic: Intersection Consulting on Flickr

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

developer Works : Network Engagement Strategy Bilal Jaffery , Social Media & Competitive Marketing Leader Your open and social organizational culture is your competitive advantage .

Reasons to participate
Responsible engagement in innovation and dialogue: to learn, to contribute
IBM's 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
IBM Social Computing Guidelines www.ibm.com/blogs/zz/en/guidelines.html

When community wins. We win. Bilal Jaffery www.Bilal.ca [email_address]

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

Fish where the fish are Warped cartoon series finds natural following on Facebook Extending from traditional media into social media
Use popular social networks to spread the word
Add real value to the conversation
Test different channels to guage interest

Fish where the fish are Twitter conversations around business conference growing rapidly Year-on-year Tweet volume up over 600%
Use most appropriate channel for the occasion
Different people respond to different channels
Monitor results to improve performance

Be your own publisher Hubspot webinar series improves brand recognition Social media vendor use their own products to host wildly popular webinars
Think of the format that is right for you
Use social media to promote your content
Think laterally: what’s useful for your customers?

Be your own publisher developerWorks blogs break down the barriers of marketing Direct communications from employees delivers over 2m page views a year
Blogging tools are versatile and generally free!
Work out a regular schedule and content plan
Top bloggers post weekly
Try it now: email [email_address] For a guest account

Roll your own network CitySourced creates network of smartphone citizens Location-based-services used to create civic responsibility and improve Govt services
Build your own network for custom solutions
Follow trends: eg. Expanding mobile market
Tap into large number of open datasets

Roll your own network Online community saves $100M in support costs User community share information (400K+ active profiles, over 1000 community groups)
Community incorporates marketing, support, research and more
Experts have built businesses on communities
Open technologies attract larger audience

More information Find us on the Ning network

The business value in social networks tgmc

by Daryl Pereira on Mar 15, 2011

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