Social media @ IBM

Social @ IBM: Leading with the IBMer Delphine Remy-Boutang WW Digital, Social Media Marketing Manager, IBM Software @delphinerb @delphinerb

Evolution of online marketing Direct Results 2004-2009 2010-2015 Experimentation
Value : Web as a promotional vehicle
Primary Goals : Trial a new media concept, gain eyeballs, build brand and drive awareness
Measurements : Cost per impression
Marketing Tactics :
Branding – buttons, banners
E-mail – newsletters, list rentals
1996-2003
Value : Web as a direct results platform
Primary Goals : Drive traffic and lead generation
Secondary Goals : Thought leadership and branding
Measurements : CPL, CPC, brand measurements confirmed through surveys
Marketing Tactics :
Search ads
Lead generation – white papers, webcasts
Branding - IMUs, larger units, microsites
E-mail – list rentals
Value : Web as a relationship management platform
Primary Goals : Engaging prospects and customers outside of their Web site
Secondary Goals : Lead generation, drive traffic, thought leadership and branding
Measurements : Cost of sales, customer retention, brand penetration and measurements from direct results stage
Marketing Tactics :
Vendor communities
Two-way ads
Messaging connections using trigger marketing
Successful tactics from direct results stage
Relationship Source: Toolbox @delphinerb

Over last 100 years, the world has come to know IBM through the IBMer @delphinerb

The IBM brand strategy today still leads with the employee @delphinerb

Snapshot of IBM employee social computing activity
Blogs - 17,000 blogs
SocialBlue – 70K members
WikiCentral –1 million daily page views
InnovationJam – 4 Jams, 500,000 participants
Media Library – 14 million downloads
198,000 196,000 100,000+ 25,000+ 300,000+ Internal External @delphinerb

Employee-generated brand interactions are growing exponentially @delphinerb

Evangelization: Blue IQ Ambassador program Worldwide community of social software evangelists passionate about social networking Volunteer their time and talent to energize and enable every IBMer to benefit from using social software, both internally and externally @delphinerb

Using social media for innovation @delphinerb

IBM Social Business Jam February 8-11, 2011 The Social Business Jam Cooperatively explore the value of social technology in business, the mitigation of its risks, and the management system required to drive a social transformation. An important dialog about the growing influence of social technology in business @delphinerb

Using social media to surface IBMers’ expertise @delphinerb

Surfacing experts: On our own domains (ex: ibm.com/software) Grow IBM’s digital eminence @delphinerb

Surfacing experts: On third-party platforms (First ever Slideshare network) @delphinerb

Aggregating experts’ social activity across Web on our own domain @delphinerb

Surfacing experts: In our mass marketing… @delphinerb

Using social media to activate participation in building a Smarter Planet @delphinerb

Move from telling people about a Smarter Planet… … to helping people experience a Smarter Planet @delphinerb

Using social media to create the world’s largest supercomputer World Community Grid . Donate your idle computing time to to fight cancer to find a cure for HIV/AIDS to find new renewable energy sources YOU CHOOSE WHAT ITS USED FOR http://www.Facebook.com/PeopleForaSmarterPlanet @delphinerb

Executive Summary: IBM Centennial through Social Conversations
The Centennial and Celebration of Service evoked a public expression of enthusiasm and pride by IBM employees.
Accordingly, IBM saw a dramatic shift in the tone of its online buzz, moving from a predominantly neutral topic of conversation to one in which one-in-four mentions are positive.
IBM's worldwide presence dominated – with active social participation from IBMers across the globe.
Key conversational themes reflected IBM’s Centennial programs demonstrating that they were understood and embraced by those engaged in social discussions worldwide.
@delphinerb

Social Conversations around IBM, IBM100, and #IBM100 #progress:
Volume The social conversation of “IBM” was at an all time high on June 16 with close to 24,000 global mentions. Due to the high volume of conversation regarding Centennial on Twitter, "IBM" gained its first "Trending Topic" status in New York the United States, and India.
Note: A "Trending Topic" is a word(s) or hashtag that is one of the most common phrases appearing in messages on Twitter.
@delphinerb

Social Conversations around IBM, IBM100, and #IBM100 #progress: #IBM100 #IBM100 #progress #IBM Participants & Sentiment IBMers, alumni, journalists, customers, and business partners world-wide joined the Centennial social conversation, including over 500 tweets on the #IBM100 #progress discussion featured on ibm100.com. During the Centennial week, the sentiment expressed in the social conversations for IBM increased to 25% positive, which is a marked increase over the generally neutral conversation which is maintained on a daily basis. Less than 1% of the conversation around IBM had a negative sentiment. @delphinerb Global: Director at Microsoft with over 260,00 followers News Source Global Global Global Global Business Partners News Source Journalist Journalist Comedian Global

Social Conversations around Celebration of Service The Celebration of Service social conversation drastically increased during the Centennial week, with over 500 #CoS and over 1300 #IBM tagged interactions on the Day of Service. The sentiment expressed in the Celebration of Service social conversation was notably high, with the conversation classified as 4% "very positive", 15% "positive", and 0% negative. Celebration of Service participants worldwide uploaded over 1500 photos on ibm100.com. Plans to sustain engagement, drive service pledges, and ongoing support will continue through the remainder of the year for Celebration of Service, as well as additional Centennial programs. @delphinerb “ #IBM100 years. Congratulations to all who participated in service day. Blood donation, books, adoption of dogs and planting trees.”

social media guidelines, education, @delphinerb

IBM Digital Strategy @delphinerb

IBM Digital sales strategy Framework @delphinerb

Be who you are
Speak in the first person
Use a disclaimer
Respect your audience
Add value
Don't pick fights
Be the first to respond to your own mistakes.
Use your best judgment.
Don't forget your day job.
IBM Social Computing guidelines, social enablement IBM supports open dialogue and the exchange of ideas: To learn, to contribute @delphinerb

Thank you Delphine Remy-Boutang WW Digital, Social Media Marketing Manager, IBM Software my social media blog my social Media daily news IBM expert network on Slideshare Twitter : @delphinerb Linkedin Facebook Foursquare Une Guideline pour les IBMers France Television guest blogger @delphinerb

http://wisemetrics.com	546
http://www.matthieu-tranvan.fr	455
http://frenchweb.fr	300
http://partneringeminence.tumblr.com	247
http://www.woosh.ma	246
http://www.moot-studio.com	179
http://www.scoop.it	77
http://delphineremyboutang.wordpress.com	50
http://www.un-a-un.com	45
http://www.cloudandgo.net	40
http://partneringeminence-cnc.tumblr.com	36
http://md	25
http://wiki.ideotechnologies.com	24
http://digitalnaiv.com	23
http://feeds.feedburner.com	13
http://paper.li	9
http://cloudandgo.blogspot.com	6
http://polc-ziga	5
http://emmanuelvivier.posterous.com	3
http://twitter.com	3
url_unknown	3
http://www.emmanuelvivier.com	3
http://fulltextrssfeed.com	2
http://smreading.posterous.com	2
http://jalita.posterous.com	2
http://shakirumatti.wordpress.com	1
http://translate.googleusercontent.com	1

Social media @ IBM

by IBM on Mar 30, 2011

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Social media @ IBM — Presentation Transcript