Social Business @ IBM


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Some thoughts about b2b social business/social media that I shared at Ragan's conference on digital communications in November of 2012.

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  • The term “brand ambassador” has been a round for ages, but do we really want to create brand ambassadors? The analogy isn’t quite right. Nor do we want to put pressure on IBMers to mindlessly share content on their personal networks. So we have a bit more of a nuanced approach. IBM has been working on a bunch of different enablement tiers that create an ecosystem of social enablement for IBMers. Starting with a foundation of guidelines and policy – we’ll go into more detail in a bit – and moving up to general education about social media, cybersecurity and reputation for all IBMers in the Digital IBMer hub. From that tier, IBMers can move into the Forward Thinker Program (formerly known as the Expertise Locator) which enables them to be surfaced on and other external experiences – and also to be identified for the IBM Select program, which is a small group of high-tough, bespoke plan enablement for the top tier. All of this is managed by people from many different areas within IBM – the social business managers…we’re not suggesting that we create a whole department of social business managers, but this is definitely an emerging set of skills
  • Know and follow IBM's Business Conduct Guidelines. IBMers are personally responsible for the content they publish on-line, whether in a blog, social computing site or any other form of user-generated media. Be mindful that what you publish will be public for a long time—protect your privacy and take care to understand a site's terms of service. Identify yourself—name and, when relevant, role at IBM—when you discuss IBM or IBM-related matters, such as IBM products or services. You must make it clear that you are speaking for yourself and not on behalf of IBM. If you publish content online relevant to IBM in your personal capacity use a disclaimer such as this: "The postings on this site are my own and don't necessarily represent IBM's positions, strategies or opinions." Respect copyright, fair use and financial disclosure laws. Don't provide IBM's or another's confidential or other proprietary information and never discuss IBM business performance or other sensitive matters publicly. Don't cite or reference clients, partners or suppliers without their approval. When you do make a reference, link back to the source. Don't publish anything that might allow inferences to be drawn which could embarrass or damage a client. Respect your audience. Don't use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be acceptable in IBM's workplace. You should also show proper consideration for others' privacy and for topics that may be considered objectionable or inflammatory—such as politics and religion. Be aware of your association with IBM in online social networks. If you identify yourself as an IBMer, ensure your profile and related content is consistent with how you wish to present yourself with colleagues and clients. Don't pick fights, be the first to correct your own mistakes. Try to add value. Provide worthwhile information and perspective. IBM's brand is best represented by its people and what you publish may reflect on IBM's brand. Don't use use IBM logos or trademarks unless approved to do so.
  • A comprehensive Social Measurement Framework entails accurately measuring the (1) digital marketplace and IBM’s position within it (in terms of both online conversation and organic search), (2) IBM owned social properties and IBMer impact in the marketplace, as well as (3) IBM’s digital disposition, or our organizational culture’s preparedness to truly execute against a social strategy. Here we will focus on the IBM SMEs’ impact ….
  • IBM SME outreach impact is measured not by activity alone, but rather across 4 critical factors : (1) the potential REACH of IBM SME posts and content in the digital marketplace, (2) the degree to which IBM SME content, thoughts and ideas elicit ENGAGEMENT by the digital marketplace with IBM, and (3) the degree to which IBM SME thought leadership compels the marketplace to champion and AMPLIFY IBM content with others and, ultimately, (4) the CONVERSIONS driven by the digital marketplace.
  • Monitoring social activity across critical venues, such as LinkedIn, Twitter, and blogs, by SME on a monthly basis allows for quick enhancements – as needed – to drive measurable results, such as traffic to and real demand generation activities once there. Results on this slide represent our pilot with nine SMEs. However, we will activate @100 SMEs through IBM Select in 2012 across CMO, Cloud, Social Business, Business Analytics etc. We intend to scale this 5x in 2013. Also, this dashboard in its present state is compiled manually and data is monthly-- and delivered through a partnership with a research vendor – we intend to automate it and get closer to real-time in 2013 as part of our scaling the program.
  • Social Brand Engagement Guidelines draft created and validated with Digital Program Leadership Team. Many “we’ve been waiting for these” comments. SBE guidelines have been applied to new accounts and a few existing accounts: On existing and emerging platforms most new accounts engaging our Social Brand Team to follow the standards. Existing IDs not up to standards contacted to bring up to standards and fakes removed. On new platforms, like Google+, we are now able to halt or slow the spread of un-official, out of compliance accounts before they take hold. Marketers and communicators like having guidelines: they want to be on-brand Higher signal to noise ratio is attracting more engagement with our official channels. Example: 30% increase in followers on LinkedIn in a few weeks following the guidelines. For 2012, we continue to formalize and enforce the standards and remove fakes. An automated registration process is also in the works for 2012.
  • Step two was all about figuring out what we were up against. What was the world finding when they came looking for us? We launched an inventory project and found thousands of accounts that could be considered to be representing IBM.
  • This is a representation of the 3,200 brand account names found via our inventory project.
  • We launched and promoted the registration form on w3 and have received over 550 account registrations. This is a view of the emerging ecosystem – the 550 registered accounts - where you can see social venue growth opportunities emerging such as ‘support’ ‘software’ and ‘analytics’. As we continue to organize, clarity will increase for all involved.
  • Social Business @ IBM

    1. 1. Social Business @ IBMEthan McCarty@ethanmcc1 © 2011 IBM Corporation
    2. 2. These two items have the same volume, but which has more surface area – the consistent, large sphere or the diverse little spheres?2 © 2011 IBM Corporation
    3. 3. *r = the radius of the sphere3 © 2011 IBM Corporation
    4. 4. The marbles have about 300%* more surfacearea. *I asked a friend who’s a math whiz.4 © 2011 IBM Corporation
    5. 5. Is IBM’s digital experience true to its brand?5 © 2011 IBM Corporation
    6. 6. From: To:Enable the IBMer. Enable the expert in the context of ourExperiments with content on go-to-market programs. platforms . Optimize engagement across owned and earned social platforms toPublish broadcast content. create shared belief with IBM experts and strategic constituencies.* Map social content and interactions optimize progression through the demand cycle.6 © 2011 IBM Corporation
    7. 7. We basically have two modes as a social marketers andcommunicators1.Individual professionals2.Branded social channels7 © 2011 IBM Corporation
    8. 8. An intentional social enablement ecosystem IBM Select 100’s High touch, high value/potential SMEsSocial Strategic, tactical external placementBusinessManager Forward Thinker Program (formerly Expertise Locator) 10s of Intermediate touch, high value SME’s 1,000’s Scalable service to surface expertise externally (on and off .com domain) and internally (w3) based on needs of the business Digital IBMer Hub (formerly SB@IBM) Low touch, high volume core enablement, education and across IBM 100s of Digital Program channel enablement 1,000’s Self-serve surfacing and engagement Guidelines and Policy8 © 2011 IBM Corporation
    9. 9. IBM Social Computing Guidelines • Written collaboratively with IBMers in 2006 • Provides both permission and direction • Clarifies roles for employees © 2011 IBM Corporation
    10. 10. Digital IBMer Hub Not every IBMer is familiar with social media. We’ve created training & guidelines on a range of topics – from Connections to social media basics to cybersecurity – as well as a recommendation engine, rewards & tracking, and strategic, sharable content.10 © 2011 IBM Corporation
    11. 11. Connections at IBMExample profile andapps (me)11 © 2011 IBM Corporation
    12. 12. IBM’s social strategy is driven by IBM’s biggest asset – the IBMer. Favorable Selling Environment Social Business Program Effectiveness Market Interest Mindshare Social Program Readiness IBM SMEs and Social Properties @• Market term volume • Share of IBM • Social Strategy / Marketing Plan • Reach • Reach in online conversations  in online conversations  Created based on social media • Engagement research and GTM strategy & plan • Engagement  by segment  in online searches • Amplification  reviewed with management • Amplification  by theme  in influencers’ messages • Improved connectedness and • Full-time Social Program Manager assigned engagement with key influencers • Improved connectedness and in online searches • IBM placement in engagement with key influencers organic search results • SMEs identified and recruited • Keyword frequency for market terms • Keyword frequency • SMEs’ social sites + IBM branded social sites • Hashtag frequency • Hashtag frequency  established, maintained and active • Inbound links to IBM assets Measure market • Inbound links to IBM assets  compliant with IBM Social Brand • Clicks on links to IBM assets language used in online buzz Guidelines • Clicks on links to IBM assets • Optimization of inbound links and searches • Business goals and baseline measurement set • Optimization of inbound links • Improved level of engagement Measure IBM inclusion • Collaboration process in place • Improved level of engagement in online discussions • Improved efficiency of content and searches that use  to apply social insights and KPIs shared • Improved efficiency of content shared the market language  to share marketing plans, messages • • Conversion Conversion and materials with SMEs 12  to promote SMEs’ + their social sites © 2011 IBM Corporation12
    13. 13. The IBM SME Progress Report measures metrics that matter. KPIs KPI Definitions Metrics Subscriptions Visitors Individuals online who have opted Visits Reach into SME communications Search Rank Connections Followers Views Likes Marketplace interactions with Comments Engagement content published by SMEs Likes Comments @mentions SME Clicks Eminence Shares Marketplace sharing and Amplification redistribution of SME content Inbound Links Retweets To be defined per the business objective / need. An example would Conversion be registrations on yielded Registrations from SME social accounts 1313 © 2011 IBM Corporation
    14. 14. MISCELLANEOUSSMEs drive superior conversion results vs. other drive-to-Web tacticsSME bloggers are the 4thmost effective marketing 34% SME tactic vs 14% All tacticstactic out of 3000+ in termsof conversion rate Completed Registrations (Form Completion Rate) #4 SME tacticIn July and August 2012,SMEs drove 6K visits Initiated Registrations (e.g., white paper downloads, event registrations, product demos, etc) #12 SME tactic(1 of 133 tactics whichdrove 5K+ visits Tactics driving >5k visits+ 511 visits or 9% of 6K 133 All tacticsinitiated registrations Marketing Tactics to+ 173 or 3% of 6,000 drive site traffic 3000+ All tacticscompleted registrations 1414 © 2011 IBM Corporation
    15. 15. We basically have two modes as a social marketers1.Individual professionals2.Branded social channels15 © 2011 IBM Corporation
    16. 16. Let’s play a game  Official…or what?!?!16 © 2011 IBM Corporation
    17. 17. Official or What? ! ! ! AT H W17 © 2011 IBM Corporation
    18. 18. Official or What? ial! ffic O18 © 2011 IBM Corporation
    19. 19. Official or What? ial! ffic O19 © 2011 IBM Corporation
    20. 20. Official or What? ! ! ! AT H W20 © 2011 IBM Corporation
    21. 21. Applied to newaccounts and a existingaccounts:•Non-compliant IDscontacted to bring tostandards and fakesremoved.•On new platforms, likeGoogle+, Pinterest etc wecan halt or slow unofficial,non- compliant accounts 21 © 2011 IBM Corporation
    22. 22. voices/Inventory: +3,000 IBM social brand accounts identified 22 © 2011 IBM Corporation
    23. 23. 23 © 2011 IBM Corporation
    24. 24. 24 © 2011 IBM Corporation
    25. 25. The voice of the individual and that of the brandcombined…. 25 © 2011 IBM Corporation
    26. 26. voices/ initial vision /Voices Curation / Administration Registration Validation & Permission IBM Brand Training EL Enroll Select Paid stimulates SBM SBM SBM SBM Owned & Earned Digital IBMer Hub Digital IBMer Hub SBM SBM SBM SBM SBM SBM 26 © 2011 IBM Corporation
    27. 27. 27 © 2011 IBM Corporation
    28. 28. 28 © 2011 IBM Corporation
    29. 29. 29 © 2011 IBM Corporation
    30. 30. So that’s some of what we’re doing…a couple parting thoughts:Start with a business objective – for us, it’s all about meeting our 2015earnings/share roadmap and advocating for building a smarter planetPush against open doors – for us that meant starting with internalconstituencies who already motivated to use social stuff (like ourDistinguished Engineers and Inside Sales teams etc) and partnering withpeople who were already interestedTry to think of social business as more than social media – for us thatmeant defining the kinds of things we thought social could apply to and nowwe are chipping awayCultivate an attitude of impatience + glacial persistence-- we are at the beginning of a new era, change will come in fits and starts,but when you look at it over a long time it will seem seismic. Connect with me: @ethanmcc www.ethanmccarty.com30 © 2011 IBM Corporation