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The Business Case for Nonsense: IBM Social Media
The Business Case for Nonsense: IBM Social Media
The Business Case for Nonsense: IBM Social Media
The Business Case for Nonsense: IBM Social Media
The Business Case for Nonsense: IBM Social Media
The Business Case for Nonsense: IBM Social Media
The Business Case for Nonsense: IBM Social Media
The Business Case for Nonsense: IBM Social Media
The Business Case for Nonsense: IBM Social Media
The Business Case for Nonsense: IBM Social Media
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The Business Case for Nonsense: IBM Social Media

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Presented at Harvard Business School, Jan 7, 2010. IBM social media case on viral video.

Presented at Harvard Business School, Jan 7, 2010. IBM social media case on viral video.

Published in: Technology, Business
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  • Here's the new video series featuring John Cohn from Discovery Channel's 'The Colony'

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  • Great synthesis!
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  • IBM slideshow = a total waste of time looking at this slideshow with meaningless, fragmented sentences. Reminds me what IBM originally stood for: ’I’ve Been Mislead’.
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  • <br /><object type="application/x-shockwave-flash" data="http://www.youtube.com/v/MSqXKp-00hM&hl=en&fs=1&rel=0" width="350" height="288"><param name="movie" value="http://www.youtube.com/v/MSqXKp-00hM&hl=en&fs=1&rel=0"></param><embed src="http://www.youtube.com/v/MSqXKp-00hM&hl=en&fs=1&rel=0" width="350" height="288" type="application/x-shockwave-flash"></embed></object>
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  • from the smarter planet campaign:
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  • 1. The Business Case for Nonsense: IBM Social Media Case Study Tim Washer, IBM twitter: @ timwasher www.facebook.com/timwasher blog: www.timwasher.com Ep 1
  • 2. <ul><li>“ I've been thinking a lot lately about taking chances, and how it's really just about overcoming your fears. Because the truth is, every time you take a big risk in your life, no matter how it ends up, you're always glad you took it.” </li></ul>John Dorian, M.D .
  • 3. Managing Perceived Risks <ul><li>Gain agreement on rules </li></ul><ul><ul><li>Convene bloggers, lawyers, marketing, PR </li></ul></ul><ul><ul><li>IBM’s guidelines: http://bit.ly/6Mr217 </li></ul></ul><ul><li>Experiment inside the firewall </li></ul><ul><li>Get some big wins, and promote </li></ul>
  • 4. Approaches <ul><li>Uncover most compelling stories </li></ul><ul><ul><li>sources: PR, marketing, clients, R&D, customer service, corporate social responsibility </li></ul></ul><ul><li>Find most compelling experts/storytellers </li></ul><ul><li>News format: recycle b-roll, expert interviews </li></ul><ul><li>Rely on nonsense/absurdity/humor to gain awareness </li></ul><ul><li>Story trumps messaging </li></ul><ul><ul><li>Social media is for stories, not brochures </li></ul></ul>
  • 5. Episode 1: http://bit.ly/7FWtby Full Series: http://bit.ly/8ZA5zU A Benchmark for Nonsense: “Art of the Sale” The Mainframe Blog
  • 6. ROI <ul><li>Objectives: </li></ul><ul><ul><li>create awareness for new mainframe value proposition </li></ul></ul><ul><ul><li>Increase mainframe awareness with college students </li></ul></ul><ul><li>>250,000 views on first episode </li></ul><ul><li>Blog traffic increased 25x </li></ul><ul><li>Analyst, Press, Blogger coverage </li></ul><ul><li>Screened at Chief Sales Officer summit, Price Waterhouse sales training, etc. </li></ul>
  • 7. &quot;You gotta see this video….IBM is re-positioning the mainframe as a back-to-the-future alternative. The tone of Hoey's spoof training video is in keeping with the kinder, humbler image IBM now seeks to project.” http://bit.ly/7hk9iO
  • 8. http:// blogs.zdnet.com/BTL/?p =10085
  • 9. “ Mad Science” series Featuring John Cohn from Discovery Channel’s from “The Colony” Micro-forecasting http:// bit.ly/mad_science Smart Grid http://bit.ly/mad_science_2
  • 10. IBM Smarter Planet blog: http:// asmarterplanet.com / YouTube: http:// www.youtube.com/IBMSocialMedia An Exercise in Utility: http://bit.ly/5OYZbg A Brief History of Intelligence http://bit.ly/6e29x Foul Plea: one chicken's appeal for a smarter food system http://bit.ly/7qJi2W Seamus McManus: Beekeeper; Father of Cloud Computing http://bit.ly/7wVidE

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