IBM B2B Social Media Case Study “Mainframe: The Art of the Sale” Tim Washer, IBM twitter: @timwasher www.facebook.com/timwasher [email_address] Ep 1

“ 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.” John Dorian, M.D .

“ 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.”

Social Media: Managing Perceived Risks Gain agreement on rules Convene bloggers, lawyers, marketing, PR IBM’s guidelines: http:// www.ibm.com/blogs/zz/en/guidelines.html Encourage experimentation inside the firewall Get some big wins, and promote

Gain agreement on rules

Convene bloggers, lawyers, marketing, PR

IBM’s guidelines: http:// www.ibm.com/blogs/zz/en/guidelines.html

Encourage experimentation inside the firewall

Get some big wins, and promote

Approaches Uncover your most compelling stories sources: PR, marketing, clients, R&D, customer service, corporate social responsibility Find your most compelling experts News format: recycle b-roll, expert interviews rely on nonsense/absurdity/humor to gain awareness

Uncover your most compelling stories

sources: PR, marketing, clients, R&D, customer service, corporate social responsibility

Find your most compelling experts

News format: recycle b-roll, expert interviews

rely on nonsense/absurdity/humor to gain awareness

Episode 1 : http:// www.youtube.com/watch?v =MSqXKp-00hM Full Series: http:// www.youtube.com/view_play_list?p =31975B943F754BAC An Example of Nonsense

http://www.comedycentral.com/videos/index.jhtml?videoId=89356

http:// blogs.zdnet.com/BTL/?p =10085

Art of the Sale Objectives: create awareness for new mainframe value proposition Increase mainframe awareness with college students Blog traffic increased 25x Story trumps messaging/targeting Social media is for stories, not brochures Consult an objective expert

Objectives:

create awareness for new mainframe value proposition

Increase mainframe awareness with college students

Blog traffic increased 25x

Story trumps messaging/targeting

Social media is for stories, not brochures

Consult an objective expert

Tips from David Meerman Scott’s World Wide Rave Free e-book: http:// www.davidmeermanscott.com/products_ebooks.htm Comedy video : http:// www.youtube.com/view_play_list?p =D3F502D912E31185

IBM Smarter Planet blog: http:// asmarterplanet.com / YouTube: http:// www.youtube.com/IBMSocialMedia Animations: Seamus McManus: Beekeeper; Father of Cloud Computing http:// www.youtube.com/watch?v =nw3QjGgDLvI A Brief History of Intelligence http://www.youtube.com/watch?v=yVIcIRcAhxc Foul Plea: one chicken's appeal for a smarter food system http:// www.youtube.com/watch?v =1DAR5wW19Eg