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IBM | Social Media - Beyond the Chaos

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Chicago AMA presents Social Media - Beyond the Chaos with presentations from IBM, Motorola Mobility, Zocal Group, and, American Family Insurance. http://chicagoama.org/home

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IBM | Social Media - Beyond the Chaos

  1. 1. 3/29/2011 Bill Chamberlin Principal Social Insights Analyst Market Insights IBM @horizonwatching #AMASocial Join the Conversation! © 2011 IBM Corporation About Me: Bill Chamberlin IBMer. Career in Sales and Marketing Current Title: Principal Consultant – C.O.R.E. Social Insights, Corporate Market Insights Passionate about research into emerging trends, technologies, and business issues. HorizonWatch (internal IBM community) Leader since 2000 HorizonWatching (external community) Leader since 2006 Where you can find me hanging out online Profile = LinkedIn LinkedIn Group = Horizonwatching Blogging at… Typepad = Horizonwatching Tumblr = HorizonWatching Tumblr = Smarter Planet Twitter ID = Horizonwatching Facebook = HorizonWatching SlideShare = HorizonWatching InfoBoom = http://www.theinfoboom.com/ #AMASocial Join the Conversation! 2 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation Agenda How does the trend towards digital communications impact at the IBM brand level? How does IBM develop social marketing strategies at the segment level? #AMASocial Join the Conversation! 3 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation 1
  2. 2. 3/29/2011 How does this shift towards digital impact a 100 year-old global technology company? #AMASocial Join the Conversation! 4 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation The world knows IBM through the IBMer #AMASocial Join the Conversation! 5 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation Snapshot of IBM employee social business activity Internal External Blogs - 17,000 blogs 300,000+ SocialBlue – 70K members 25,000+ WikiCentral –1 million daily page views 100,000+ InnovationJam – 4 Jams, 500,000 participants ~198,000 Media Library – 14 million ~196,000 downloads #AMASocial Join the Conversation! 6 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation 2
  3. 3. 3/29/2011 IBM employees dominate IBM brand interactions • Media library: 25k Produced by uploads Employees • Beehive: 50k members • WikiCentral, BlogCentral, Total Bluepedia Content • 1 M posts in IBM Items Forums • IBMers author Social Media Guidelines • 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 employees 7 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation IBM is in the midst of transforming towards a social business Social Business Traditional • Empowering the workforce Business 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 models For more, see: “The Social Business Train Is Leaving The Station… Are You On It?” #AMASocial Join the Conversation! 8 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation As we transform, we need to make sure the IBM digital experience is true to our brand #AMASocial Join the Conversation! 9 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation 3
  4. 4. 3/29/2011 To be true to our brand and to meet our ambitions, we must have a digital strategy which… Serves every constituent Integrates IBMers Is multiplatform Transforms all functions of the corporation Sits at the core of our business and culture #AMASocial Join the Conversation! 10 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation We’ve developed three key elements of the IBM Digital Strategy 1. Lead how forward thinkers engage with experts and expertise to make the world work better 2. Design a digital system that engenders trust and accelerates forward thinking, action and the creation of value 3. Embrace iteration in everything that we do #AMASocial Join the Conversation! 11 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation Agenda How does the trend towards digital communications impact at the IBM brand level? How does IBM develop social marketing strategies at the segment level? #AMASocial Join the Conversation! 12 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation 4
  5. 5. 3/29/2011 The process we’ve developed is circular #AMASocial Join the Conversation! 13 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation Our approach allows for effective, enterprise-wide social media engagement and standardized conversation mining 2010 SAMMY AWARD : BEST SOCIAL BUSINESS A best practice approach to harvesting insights from ongoing conversations Research Planning Engagement Metrics Report on established Map the digital Build foundation for Participate and ignite engagement metrics landscape effective social conversations and KPIs media engagement • Mine the conversation • Execute social media • Monitor engagement • Identify key influentials • Articulate business case strategy metrics • Determine topics and • Create strategy and • Monitor conversation to • Determine impact on sentiment timeline measure success & be reputation • Benchmark capabilities • Create policies and prepared to adapt • Monitor online traffic against competitor’s guidelines strategy • Monitor organic search • Establish success • Identify internal • Provide additional • Generate leads and new metrics/KPIs evangelists (SMEs) training sales • Allocate resources • Integrate social media • Assist customer service • Train Subject Matter strategy within larger • Report on results Experts business strategy • Establish governance process • Create/optimize social media properties #AMASocial Join the Conversation! 14 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Confidential #AMASocial IBM Twitter Hashtag: © 2011 IBM Corporation Enabling masses of IBM communicators Informed Engagement Enabled by Social Intelligence Research Planning Engagement Metrics Social Social Measurement Social Intelligence Ecosystem Coverage and Reporting Mapping Model Workforce Enablement Programs Internal Connectivity and Sharing Tools Education and Governance #AMASocial Join the Conversation! 15 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation 5
  6. 6. 3/29/2011 Research: Perform research to understand the digital landscape Who is talking about your brand and brand- related topics? Where are those conversations are taking place? Who are the key influencers? What is the tone and impact of those conversation? How, where, and why are your competitors using the social media? #AMASocial Join the Conversation! 16 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation Plan: Use research findings to plan and develop a strategy Listening Influencer Research Reports Competitor Social Intelligence Assessments 1. Review all research Action Plan 2. Develop insights from that Company research Assessment Framework Workshop 3. Develop recommended Other Social actions based on the Analytic Tools insights Completed Action Plan Framework with recommended actions for each major research finding Drives the development of the Social Media Marketing Strategy #AMASocial Join the Conversation! 17 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation Engage: Execute your strategy Four Key Elements: 1. Enable your employees 2. Maximize digital content distribution 3. Don’t just push content…have conversations 4. Empower your advocates Remember: People want to have conversations with company representatives who are… • Experts in their area, • Passionate about their work, and • Empowered to act on the feedback they receive from the community. #AMASocial Join the Conversation! 18 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation 6
  7. 7. 3/29/2011 Metrics: Develop and report on key performance indicators (KPIs) that cover a range of metrics from volume to voice. Volume Share of Voice relative to the competition Sentiment (tone of conversation) Key Themes Venue Top Domains Most Frequently Shared Links Depth of Discussion Message Type “Voice” Key Influencers (“mavens”) Organic Search #AMASocial Join the Conversation! 19 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Confidential #AMASocial IBM Twitter Hashtag: © 2011 IBM Corporation Top Trends in Digital Marketing For 2011 1. Marketing Budgets Continue to Shift Towards Online 2. Social Media Marketing Is Maturing (Slowly) 3. Mobile Marketing Poised To Take Off 4. Personalized Marketing: Customize To Each Individual 5. Social Video As A Marketing Tool Gains Momentum 6. Search Engine Optimization Gets More Complex 7. Marketing Analytics Helps Make Sense Of All The Noise Source: Bill Chamberlin, IBM Market Insights via HorizonWatching 8. Real Time Web Assistance Connects Buyer With Expert 9. Online Privacy Concerns Continue 10. Digital Marketing Optimization Emerges As A Priority Blog Post: Top Ten Digital Marketing Trends For 2011 http://bit.ly/aHOY3P Slide Deck: Top Ten Digital Marketing Trends For 2011 http://slidesha.re/fYUCgp #AMASocial Join the Conversation! 20 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation #AMASocial Join the Conversation! © 2011 IBM Corporation 7

Chicago AMA presents Social Media - Beyond the Chaos with presentations from IBM, Motorola Mobility, Zocal Group, and, American Family Insurance. http://chicagoama.org/home

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