Worstelt jouw organisatie met social-mediagebruik door medewerkers? Vindt hetmanagement het tijdverspilling of betaald hob...
TRANSFORMING IBM THROUGH SOCIAL BUSINESSAndrada Morar       Ronald VeltenKetchum Pleon       IBMOctober 27th 2011
60 MINUTE UPDATE SOCIAL MEDIA
Andrada Morar - Ketchum Pleon   Ronald Velten - IBM BeneluxHead of Social Media            Marketing, Communications & Cit...
@AndradaMorar             @ronaldvelten                #SMPIBM
KETCHUM PLEON-SOCIALMEDIAKP loves the internet.KP has a special understanding for the online culture.KP helps their client...
Ketchum Pleon Social MediaIdentity of the brand   Imago of the brand    on the web             on the web
What KETCHUM PLEON does for their Clients• the Development of new Social Media Strategies• the Improvement of current Soci...
Why are we different?The Strong relationships with powerful and influential communities!                                  ...
+   +   =10
17
19
“We don’t have a choice on     whether we DO social media,           the question is           how well we DO it.”        ...
DO YOU HAVE A SOCIAL STRATEGY
HOW GOOD ARE YOU AT IT
Harsh Truth #1   Most socialmedia strategiesare no strategies  but just a view ‘out of the blue’    activities.
Harsh Truth #2 In the social mediaworld brands love to       only take  from their fans, instead of contributingsomething ...
Harsh Truth #3                    Social media users do                           not really need                       br...
To provide consumer value, brands    need more than good insightsand experts in how to use social media                 to...
“It is not just about doing           social media for doing it,         but how you use these emerging     technologies f...
FOUR COMPANY PROFILES OFSOCIAL MEDIA ADOPTERS
FOUR COMPANY PROFILES OFSOCIAL MEDIA ADOPTERSTHE IGNORENT
FOUR COMPANY PROFILES OFSOCIAL MEDIA ADOPTERSTHE IGNORENTTHE SCARED
FOUR COMPANY PROFILES OFSOCIAL MEDIA ADOPTERSTHE IGNORENTTHE SCAREDTHE AMATEURISTIC
FOUR COMPANY PROFILES OFSOCIAL MEDIA ADOPTERSTHE IGNORENTTHE SCAREDTHE AMATEURISTICTHE SUCCESFULL
Social business focussesSOCIAL         on business outcomes,               business models andBUSINESS       management re...
Social Media                                                               • Networking                                   ...
Define a Social MediaStrategy
Brainstorm aboutlots of small, goodideas,That is better thanone big idea.
Communitycollaborationcreates innovationwhich leads to thebest campaigns,content& ideas.
On the Internet isNO Mass Audience.
WHAT IS IBM DOING
IBM IS A SOCIAL BUSINESS
25.000               378.000               198.000     IBMers actively on   IBMers utilizing      IBMers present at     Tw...
200+           100.000                1.000.000     IBM channels   IBMers collaborating   Tweets upon the launch     On Yo...
17.000                 1.000.000           400.000Individual blogs       Active page views   IBMers profiled atmaintained ...
15.000.000 400.000                                 20.000.000Downloads of          Regular Sametime             Minutes of...
We don’t have a corporate blog or a corporate Twitter ID,because we want the ‘IBMers’ in aggregate to be thecorporate blog...
IBM is moving itself and its clients well beyond Social Media into a new era     of collaboration, insight sharing, and le...
GuidanceSocial Media Guidelines @IBM
IBM’s social business strategyis to catalog IBMers’ expertise,manage access to them andoptimize their interactions withour...
IBM’s social business strategyis to catalog IBMers’ expertise,manage access to them and          Expert Locatoroptimize th...
Expert              IBM’s social business strategyRelationshipManagement                    is to catalog IBMers’ expertis...
Expert              IBM’s social business strategyRelationshipManagement                    is to catalog IBMers’ expertis...
Expert              IBM’s social business strategyRelationshipManagement                    is to catalog IBMers’ expertis...
Social Business Strategy Enablement1.   Expert Locator2.   Expert Relationship Management3.   Social Business @ IBM4.   So...
/smarterplanetMobile app Expert Locator                  Sponsored                  media
Expert Relationship Management
Social Business @ IBM
Social Activation For Centennial
People For a Smarter Planet
Social Aggregator
Owns      Listed 43     180           603                              6 lists     times     Retweet      Following       ...
Embrace   Digital Labs                                      ConsolidatedConstituent(s)   Vision                           ...
IT IS ALL ABOUT ENGAGEMENT
IT’S ALL ABOUTTRANSFORMING IBM’ers IN SOCIALBUSINESS AMBASSADORS!
KP for IBM         - communications trainings that combine         sales enablement, social media,         presentation sk...
(Social) Media Training                 Traditional Media                   Social Media                  Key Messaging   ...
By using our 4 step media training model we then explain IBMers howto work with (social) media.Know your mediaKnow your me...
The Solution    The first part of the program is to inspire and enthuse    employees about the value social media can add ...
The Execution
The Execution
The Results   IBMers have in-dept platform knowledge and know how   to collaborate with and use every type of media.   IBM...
The Results  IBM’s Erwin Boeren is now a brand ambassador for IBM.  Starting from scratch, he’s actively participating on ...
Crisis Communication           (Online) Crisis Communication                  Traditional Media                    Social ...
In order to create real life situations the training takes place at the   Broadcast Facilities in Hilversum, The Netherlan...
The Execution
82
Listen      RETURN ON   Learn     ENGAGEMENT                  Contribute                  Share84
Some handy linksSocial @ IBMIBM Social Business Guidelinesibm.com/socialbusinessand always welcome at @ronaldvelten
LISTEN
SHARE
SHARE
ENGAGE
ENGAGE
SHARE
SELL
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011
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Andrada morar & Ronald Velten - social media in de praktijk - socmedprak 27102011

  1. 1. Worstelt jouw organisatie met social-mediagebruik door medewerkers? Vindt hetmanagement het tijdverspilling of betaald hobbyisme? Wil je een goed voorbeeldvan het tegenovergestelde? Kom dan luisteren naar de praktijkcase van IBM! Hetbedrijf begreep al vroeg dat effectieve communicatie in het 2.0-tijdperk via allemedewerkers gaat, en niet alleen via een afdeling communicatie. Zij omarmden demogelijkheden van social media en ‘empowerden’ IBM’ers om actief te zijn online.Wil je weten hoe IBM dit precies heeft aangepakt en hoe het met de accountabilityzit? Ronald Velten en Andrada Morar vertellen het je graag in hun boeiendepresentatie!Over Ronald Velten en Andrada Morar 
Ronald Velten is Marketing,Communications & Citizenship Director bij IBM Benelux. Naast zijn werk maakt hijdeel uit van NIMA B2B expertgroep en is hij juryvoorzitter van Esprix Nederland.Andrada Morar is sinds 2010 Head of Social Media bij Ketchum Pleon. Ze werktesinds haar 12e (!) als presentator / producer bij de Roemeense radio. Tijdens haarstudie journalistiek en communicatiewetenschappen aan de universiteit vanBoekarest ging ze werken bij Pleon Romania. In 2008 verhuisde Andrada naarNederland, waar ze startte bij het IBM-team van Ketchum Pleon.
  2. 2. TRANSFORMING IBM THROUGH SOCIAL BUSINESSAndrada Morar Ronald VeltenKetchum Pleon IBMOctober 27th 2011
  3. 3. 60 MINUTE UPDATE SOCIAL MEDIA
  4. 4. Andrada Morar - Ketchum Pleon Ronald Velten - IBM BeneluxHead of Social Media Marketing, Communications & Citizenship Director
  5. 5. @AndradaMorar @ronaldvelten #SMPIBM
  6. 6. KETCHUM PLEON-SOCIALMEDIAKP loves the internet.KP has a special understanding for the online culture.KP helps their clients to join & participate to that culture.KP sees a lot of opportunities and challenges for online marketingKP is different than most other ‘social media’ shops You’ve Seen.
  7. 7. Ketchum Pleon Social MediaIdentity of the brand Imago of the brand on the web on the web
  8. 8. What KETCHUM PLEON does for their Clients• the Development of new Social Media Strategies• the Improvement of current Social Media Strategies• the Creation of campaigns highly Integrated with the Social Media culture• the Management of the online Communities• the Strength of their other agencies online activities• the Creation of compelling & share-worthy content• the Deployment of Social Media for reaching their Internal Publics• the Problem and Crisis solving activities
  9. 9. Why are we different?The Strong relationships with powerful and influential communities! We use these relationships for creating truly unique and special campaigns. Why? To bridge the gap between the br identity & the brands image on th
  10. 10. + + =10
  11. 11. 17
  12. 12. 19
  13. 13. “We don’t have a choice on whether we DO social media, the question is how well we DO it.” - Erik Qualman20
  14. 14. DO YOU HAVE A SOCIAL STRATEGY
  15. 15. HOW GOOD ARE YOU AT IT
  16. 16. Harsh Truth #1 Most socialmedia strategiesare no strategies but just a view ‘out of the blue’ activities.
  17. 17. Harsh Truth #2 In the social mediaworld brands love to only take from their fans, instead of contributingsomething back into the online ecosystem.
  18. 18. Harsh Truth #3 Social media users do not really need brands on the social media platforms. So what needs to be earned, like in the traditional world, are three words: Acceptance, EqualitySo what do they want from us? & Affinity.
  19. 19. To provide consumer value, brands need more than good insightsand experts in how to use social media tools. What they need are people who know the online communities Inside&Out
  20. 20. “It is not just about doing social media for doing it, but how you use these emerging technologies for social business” - Ronald Velten 28
  21. 21. FOUR COMPANY PROFILES OFSOCIAL MEDIA ADOPTERS
  22. 22. FOUR COMPANY PROFILES OFSOCIAL MEDIA ADOPTERSTHE IGNORENT
  23. 23. FOUR COMPANY PROFILES OFSOCIAL MEDIA ADOPTERSTHE IGNORENTTHE SCARED
  24. 24. FOUR COMPANY PROFILES OFSOCIAL MEDIA ADOPTERSTHE IGNORENTTHE SCAREDTHE AMATEURISTIC
  25. 25. FOUR COMPANY PROFILES OFSOCIAL MEDIA ADOPTERSTHE IGNORENTTHE SCAREDTHE AMATEURISTICTHE SUCCESFULL
  26. 26. Social business focussesSOCIAL on business outcomes, business models andBUSINESS management related to use of social mediaa definition technologies
  27. 27. Social Media • Networking •Corporate Branding Social • Marketing Networking • Communications •Personal Branding … Social Social Collaboration Selling • Sales•Collaboration • CRM•Integration of Social Media • …•in day 2 day business SOCIAL BUSINESS
  28. 28. Define a Social MediaStrategy
  29. 29. Brainstorm aboutlots of small, goodideas,That is better thanone big idea.
  30. 30. Communitycollaborationcreates innovationwhich leads to thebest campaigns,content& ideas.
  31. 31. On the Internet isNO Mass Audience.
  32. 32. WHAT IS IBM DOING
  33. 33. IBM IS A SOCIAL BUSINESS
  34. 34. 25.000 378.000 198.000 IBMers actively on IBMers utilizing IBMers present at Twitter LinkedIN, including Facebook Alumni48
  35. 35. 200+ 100.000 1.000.000 IBM channels IBMers collaborating Tweets upon the launch On YouTube With 200.000 of our CMO study nonIBMers via DevelopersWorks49
  36. 36. 17.000 1.000.000 400.000Individual blogs Active page views IBMers profiled atmaintained regularly a DAY of Wikis IBM connections
  37. 37. 15.000.000 400.000 20.000.000Downloads of Regular Sametime Minutes of LotusLiveemployee generated instant messaging users, meetings, internallyvideo- and podcasts resulting in 40-50 million and externally each messages per day month51
  38. 38. We don’t have a corporate blog or a corporate Twitter ID,because we want the ‘IBMers’ in aggregate to be thecorporate blog and the corporate Twitter ID.We represent our brand online the way it always hasbeen, which is employees first.Our brand is largely shaped by the interactionsthat they have with customers.” Adam Christensen, social media communications, IBM Corporation
  39. 39. IBM is moving itself and its clients well beyond Social Media into a new era of collaboration, insight sharing, and lead generation it calls Social Business. One of the notions behind becoming a Social Business is that your employees should be front and centre in your digital activities. Since IBM no longer sells consumer products the brand experience for IBM is an An experience that experience with an IBMer. is increasingly happening online.
  40. 40. GuidanceSocial Media Guidelines @IBM
  41. 41. IBM’s social business strategyis to catalog IBMers’ expertise,manage access to them andoptimize their interactions withour constituents. By fullyenabling the digital IBMer, wecan systematically managethe way these socialinteractions connect with allrelevant parts of IBM, includingthe Demand System – andperform all of these tasks atmassive scale.
  42. 42. IBM’s social business strategyis to catalog IBMers’ expertise,manage access to them and Expert Locatoroptimize their interactions withour constituents. By fullyenabling the digital IBMer, wecan systematically managethe way these socialinteractions connect with allrelevant parts of IBM, includingthe Demand System – andperform all of these tasks atmassive scale.
  43. 43. Expert IBM’s social business strategyRelationshipManagement is to catalog IBMers’ expertise,Social Aggregator manage access to them and Expert Locator optimize their interactions with our constituents. By fully enabling the digital IBMer, we can systematically manage the way these social interactions connect with all relevant parts of IBM, including the Demand System – and perform all of these tasks at massive scale.
  44. 44. Expert IBM’s social business strategyRelationshipManagement is to catalog IBMers’ expertise,Social Aggregator manage access to them and Expert Locator optimize their interactions with our constituents. By fully enabling the digital IBMer, weSocial Business can systematically manage@ IBM the way these social interactions connect with all relevant parts of IBM, including the Demand System – and perform all of these tasks at massive scale.
  45. 45. Expert IBM’s social business strategyRelationshipManagement is to catalog IBMers’ expertise,Social Aggregator manage access to them and Expert Locator optimize their interactions with our constituents. By fully enabling the digital IBMer, weSocial Business can systematically manage@ IBM the way these social Social Business Manager interactions connect with all Social Intelligence relevant parts of IBM, including the Demand System – and perform all of these tasks at massive scale.
  46. 46. Social Business Strategy Enablement1. Expert Locator2. Expert Relationship Management3. Social Business @ IBM4. Social Activation For Centennial5. People For A Smarter Planet6. Social Aggregator7. Social Business Manager8. Digital Labs9. Social Business Council
  47. 47. /smarterplanetMobile app Expert Locator Sponsored media
  48. 48. Expert Relationship Management
  49. 49. Social Business @ IBM
  50. 50. Social Activation For Centennial
  51. 51. People For a Smarter Planet
  52. 52. Social Aggregator
  53. 53. Owns Listed 43 180 603 6 lists times Retweet Following s 3,058 790 420 Mentions Tweets Followers 54 Social Business Manager Comments3,000 Videos &Clicks on whitepapers bit.lys most popular Network Manager Monitoring & Engaging Target Site List Content Activation Plan Coordinated Dialogue SMEs BUs PR / MR
  54. 54. Embrace Digital Labs ConsolidatedConstituent(s) Vision Insights Engage Energize Data iteration Outcomes iteration Optimization iteration
  55. 55. IT IS ALL ABOUT ENGAGEMENT
  56. 56. IT’S ALL ABOUTTRANSFORMING IBM’ers IN SOCIALBUSINESS AMBASSADORS!
  57. 57. KP for IBM - communications trainings that combine sales enablement, social media, presentation skills and personal branding. - key messaging sessions - co-development Social Media Strategies - co-creation of campaigns highly integrated with the Social Media culture - co-management of the online communities - co-creation of compelling & share-worthy content - deployment of Social Media for reaching their Internal Publics
  58. 58. (Social) Media Training Traditional Media Social Media Key Messaging Personal Branding Presentation Skills
  59. 59. By using our 4 step media training model we then explain IBMers howto work with (social) media.Know your mediaKnow your messageKnow yourselfKnow your position
  60. 60. The Solution The first part of the program is to inspire and enthuse employees about the value social media can add and motivate them to start exploring the online world. After, follow-up sessions are organized to turn employees into brand ambassadors on specific platforms or practices: - Hands-on guidance on using social media platforms (1 or 2 platforms to start with) - Assisting in writing blog posts; pitching posts and creating more social media spin off
  61. 61. The Execution
  62. 62. The Execution
  63. 63. The Results IBMers have in-dept platform knowledge and know how to collaborate with and use every type of media. IBMers are able to create hands-on messaging and know how to use media to bring their message across their target groups. IBMers know their tone of voice and how to control their body language so it can strengthen their message when talking to media. IBMers are aware of the role they should take in several situations (e.g. crisis) and know they are always seen as the spokesperson.
  64. 64. The Results IBM’s Erwin Boeren is now a brand ambassador for IBM. Starting from scratch, he’s actively participating on several social platforms. Besides, he is an active blogger and successfully pitched his posts to several online media.
  65. 65. Crisis Communication (Online) Crisis Communication Traditional Media Social Media
  66. 66. In order to create real life situations the training takes place at the Broadcast Facilities in Hilversum, The Netherlands. During the training theory is presented a true crisis is being simulated:1. The Incident First facts of a possible crisis come out online. One tweet about the situation leads to a trending topic on Twitter.2. The Fire The message is spread across several (online) media and press is waiting for a statement from IBM. A TV- and a radio interview with IBM’s communication team are simulated.3. The Aftercare The teams evaluate the situation and decide how to communicate internally and externally, handle press and social media in the future.
  67. 67. The Execution
  68. 68. 82
  69. 69. Listen RETURN ON Learn ENGAGEMENT Contribute Share84
  70. 70. Some handy linksSocial @ IBMIBM Social Business Guidelinesibm.com/socialbusinessand always welcome at @ronaldvelten
  71. 71. LISTEN
  72. 72. SHARE
  73. 73. SHARE
  74. 74. ENGAGE
  75. 75. ENGAGE
  76. 76. SHARE
  77. 77. SELL

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