Presentation from Social Media Masters 2011 in New York City:
Abstract: Kat Mandelstein will share insights on the IBM journey to becoming a Social Business and share practical strategies for how to empower your employees to live social, how to execute effective social media campaigns, and how to leverage social thought leadership to influence the influencers. B2B companies have unique opportunities when it comes to how social transforms their business. Starting from social media marketing to attract and retain customers and evolving into business process changes like crowdsourcing innovation with input from partners and early adopters of your products and services. Social is rapidly turning the traditional marketing and product development plans on their heads and creating two-way real-time dialogue for customer interaction. The guarded walls of the corporation are slowly turning into windows with a new level of transparency inside an effective Social Business.
As the world’s leading global technology brand with over 400,000 employees around the world, IBM is a great case study in leveraging both public social networks as well as their own innovations from IBM Research and product development. Being so large and geographically dispersed, it is the ideal test market for this transformation into a Social Business. IBM takes social seriously and leverages it far beyond the average company: for developing products and services; enabling sellers to find and stay connected with clients; training the next generation of leaders. Social has also been at the core of how IBM shares its vision of the transformation to a Smarter Planet among clients, employees, partners, governments, NGOs, and other key influencer communities. This year social also played a key role in the IBM Centennial celebration, where Watson may have won Jeopardy, but is now on to more serious business.