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iMedia March Brand Summit: Enabling the Social Workforce
iMedia March Brand Summit: Enabling the Social Workforce
iMedia March Brand Summit: Enabling the Social Workforce
iMedia March Brand Summit: Enabling the Social Workforce
iMedia March Brand Summit: Enabling the Social Workforce
iMedia March Brand Summit: Enabling the Social Workforce
iMedia March Brand Summit: Enabling the Social Workforce
iMedia March Brand Summit: Enabling the Social Workforce
iMedia March Brand Summit: Enabling the Social Workforce
iMedia March Brand Summit: Enabling the Social Workforce
iMedia March Brand Summit: Enabling the Social Workforce
iMedia March Brand Summit: Enabling the Social Workforce
iMedia March Brand Summit: Enabling the Social Workforce
iMedia March Brand Summit: Enabling the Social Workforce
iMedia March Brand Summit: Enabling the Social Workforce
iMedia March Brand Summit: Enabling the Social Workforce
iMedia March Brand Summit: Enabling the Social Workforce
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iMedia March Brand Summit: Enabling the Social Workforce

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iMedia March Brand Summit: Enabling the Social Workforce

iMedia March Brand Summit: Enabling the Social Workforce

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  • 1. Enabling the SocialWorkforceSusan EmerickChris BoudreauxMarch 7, 2011
  • 2. About Us Susan Emerick Chris Boudreaux Global Digital and Social SVP, Management Consulting Influence Marketing Strategist @sfemerick @cboudreaux @converseonCopyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 2
  • 3. Agenda • IBM History and Strategic Direction • Evolution of Social Media in IBM Marketing • Implications on the Workforce • What We Did • What We LearnedCopyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 3
  • 4. 100 Year-Old Global Technology CompanyCopyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 4
  • 5. #12 in Fortune’s Most AdmiredCopyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 5
  • 6. The world knows IBM through the IBMerCopyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 6
  • 7. IBM People Dominate Brand Interactions • Media library: 25k Produced by uploads Employees • Beehive: 50k members • WikiCentral, BlogCentral, Bluepedia • 1 M posts in IBM Forums Total • IBMers author Social Content Media Guidelines Items • W3 Editorial Board dissolved • Last issue of Think magazine Produced by Corporate 1999 2002 2003 2005 2006 2007 2008 2010 Years 12 people can publish to home page 1,141 people can publish to home page 100% Comms employees 40% Comms employeesCopyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 8
  • 8. Social Business Transformation Social Business Traditional Business • Empowering the workforce to be strategic experts in social business • Safeguarding the enterprise • Employing new business • Selective use of social models to drive business media value • Traditional and siloed business processes and modelsCopyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 9
  • 9. Enabling Masses of Communicators Informed Engagement Enabled by Social Intelligence Social Social Measurement Social Intelligence Ecosystem Coverage and Reporting Mapping Model Workforce Enablement Programs Internal Connectivity and Sharing Tools Education and GovernanceCopyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 10
  • 10. Taxonomy of Social Intelligence Capabilities Source: Converseon analysis, March 2011 more insight less insight Engage Relationship ResponseBusinessUse Listen Mining Monitoring Batch Real-time Analytical Timing Social Social Social Measurement Ecosystem Coverage Intelligence and Reporting Mapping Model
  • 11. Conversation Benchmark • Who are the voices in the • What are the voices, topics and venues conversation? by funnel stage? • What is each voice saying? • What is our brand awareness? • Where are they saying it? • What is our customer satisfaction? • Who is influencing the conversation? • What are the specific causes of sentiment versus competitors? • How does our sentiment benchmark in our industry and across industries? Social Social Social Measurement Ecosystem Coverage Intelligence and Reporting Mapping ModelCopyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 12
  • 12. Influencer Connectivity • Who? • What? • Where? • When? • How? • Why? Social Social Social Measurement Ecosystem Coverage Intelligence and Reporting Mapping ModelCopyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 13
  • 13. Experts Cover Influencers by Topic Automated Tools Social Social Social Measurement Ecosystem Coverage Intelligence and Reporting Mapping ModelCopyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 14
  • 14. Intentional Systems for Long and Near-Term Marketing Objective Time Frame • Make markets • Long term IBM MARKET MANAGEMENT SYSTEM IBM DEMAND • Manage demand • In-quarter and future SYSTEM pipeline IBM BRAND • Show up as a great company • Continuous SYSTEM • Ensure every IBMer lives up to our corporate character Social Social Social Measurement Ecosystem Coverage Intelligence and Reporting Mapping ModelCopyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 15
  • 15. Social Key Performance Indicators (KPIs) IBM MARKET IBM DEMAND IBM BRAND MANAGEMENT SYSTEM SYSTEM SYSTEM • Share of voice • Social Referrals to Offers • SME Pipeline • Share of conversations (organic and paid) • SME Eminence • Share of Search • Offer Engagement Analytics • SME Enablement (i.e. registrations, • % of IBM Messages Shaping subscriptions, downloads, the Market ratings and votes) • Theme Sentiment • Lead conversion • Voices Versus Targets • Volume • Message Type • Venues • Top Domains Social Social Social Measurement Ecosystem Coverage Intelligence and Reporting Mapping ModelCopyright 2011 by IBM and Converseon. All rights reserved. March 7, 2011 16
  • 16. Thank youSusan Emerick Chris Boudreaux@sfemerick @cboudreauxsemerick@us.ibm.com cboudreaux@converseon.com(248) 552-5797 (416) 692-1250 @converseon

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