Living social – Social Business as Marketer within IBM


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On May 23 I had the pleasure to open up the Dachis Social Business Summit in Berlin. Due to the fact that Matt Collins would be presenting later on the IBM Social Business vision with a lot of customer examples, I decided to go down a different path and tell the audience how I am personally live social as a Marketer within IBM.

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Living social – Social Business as Marketer within IBM

  1. 1. Stefan Pfeiffer | Marketing Lead Social Business Europe22/05/2012Living social – Social Business asMarketer within IBM © 2012 IBM Corporation
  2. 2. To consider: IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice at IBM’s sole discretion. Information regarding potential future products is intended to outline our general product direction and it should not be relied on in making a purchasing decision. The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to deliver any material, code or functionality. Information about potential future products may not be incorporated into any contract. The development, release, and timing of any future features or functionality described for our products remains at our sole discretion. 2 © 2011 IBM Corporation
  3. 3. The Social Stefan out there 3 © 2011 IBM Corporation
  4. 4. Time for Social Business: Communities everywhere 4 © 2012 IBM Corporation
  5. 5. Time for Social Business: My Use Cases as Marketer within IBM● Worker Community … The Corporate Directory … The MAC Community … Digital IBMer … The ICS Europe Wiki● Partner Community … Secure Collaboration in the cloud with Suppliers● Customer Community … Collaborate and interact with your customers: The EULUC Platform … An Exceptional Web Experience is a Social Experience 5 © 2012 IBM Corporation
  6. 6. © 2011 IBM Corporation 6
  7. 7. The internal Social Network is the Corporate Directory to find people From Microblogging to Activity Stream7 © 2012 IBM Corporation
  8. 8. Social Business within IBM:The Corporate Directory The Business Challenge: – „If Only We Knew What We Know.“ – „I know, that one of the 400.000 IBMers has the knowledge – who is it?“ The „Social Business“ Way: – (More than a) „Corporate Facebook“ behind the IBM Firewall – People used to private social networks like Facebook ReportJ, Report-to-chain and a lot more information – The Power of Tagging: Tag your colleagues, so that they can be found – The Power of Tagging across all modules generate your Social Profile & Footprint – Your activities across all modules (Blogs, Wikis, Bookmarks, Communities etc.) generate your Social Profile & Footprint – you become an expert – Subject Matter Experts are connecting worldwide – „Special Interest Communities“ evolve 8 © 2012 IBM Corporation
  9. 9. Example: The Mac-Community9 © 2012 IBM Corporation
  10. 10. Social Business (not only) in Marketing:IBM Mac-Users help each other The Business Challenge: – BYOD (Bring your own device) IBM allows to use Mac-computers as workstation – Access to network is provided (VPN), but no IT Support für Mac The „Social Business“ Way: – IBMers have joined forces in a worldwide Mac-Community with Subcommunities (e.g. for iPhone, iPad, Notes on Mac etc.) – IBMers help each other in technical issues, questions of usage, Tips & Tricks around Mac and other iOS Devices – Mac experts are directly visible and accessible – Product Development uses the platform for feedback on new features and new products – My personal result: In 3 years all my problems with my Mac were resolved in a more than reasonable time – One example of many „Self-Service Communities“ within IBM 10 © 2012 IBM Corporation
  11. 11. Ambassadors for Social Business 11 © 2012 IBM Corporation
  12. 12. Social Business in IBM Collaboration Solutions:The European ICS Wiki The Business Challenge: – A new geographical organization has been build Jan 1 with new Pan-European teams – People dont each other – People are in different departments with different roles – Access to the newest and and relevant Information of all Departments The „Social Business“ Way: – All Departments document their relevant Information in the ICS Europe Wiki and are responsible to maintain and keep it up to date – Central Entry Point for all ICS Team Members in Europe (and beyond) – New Team Members have immediately access to all relevant information 12 © 2012 IBM Corporation
  13. 13. IBM Connections Profiles Home page Find the people you need See whats happening across your social network Communities Work with people who share Social Analytics common roles and expertise Discover who and what you don’t know via recommendations Files Post, share, and discover documents, Micro-blogging presentations, images, and more Reach out for help your social network Wikis Create web content together Bookmarks Save, share, and discover bookmarks Activities Organize your work and tap your Blogs professional network Present your own ideas, and learn from others Forums Ideation Blogs Exchange ideas with, and benefit from Create ideas and leverage the crowd to the expertise of others develop them Media Gallery Document Libraries Add sizzle by sharing rich media like Photos Securely manage and collaborate on and Videos business documents13 © 2011 IBM Corporation
  14. 14. The Mobile Social Experience The Social Experience has to be more and more mobile Breadth of Devices and OS – Android – Apple iOS – Blackberry – Windows Phone Mobile is driving us to back to usability, simplicity, ease of use ... 14 © 2012 IBM Corporation
  15. 15. Secure Collaboration in the Cloud with Suppliers ... 15 © 2012 IBM Corporation
  16. 16. Social Business as a Marketer:Collaborate with your suppliers The Business Challenge: – In Marketing you are always working with external suppliers (PR Agency, Event Organizers, Freelancers etc.) The Traditional Way: – Graphics, Text files, presentations are being send by Email – Large Files are transferred by FTP – Project Management by Spreadsheet – Activities & Tasks are tracked by Email – Meeting Minutes are exchanged by Email The „Social Business“ Way: – Files (Graphics, presentations etc.) are securely shared in a Community – Activities and Tasks are tracked with responsibility and deadlines in the Community – All Project Members have the newest information, new ones get up to speed extremely fast – Ideation improves innovation: Transparent discussion & comments – Realtime Communication through Online Meetings and Instant Messaging – Combine the power of Social Software with Project Management 16 © 2012 IBM Corporation
  17. 17. Customer-Community: The EULUC-Platform 17 © 2012 IBM Corporation
  18. 18. Social Business as a Marketer:In Touch with your Customers The Business Challenge: – Customers want information and quality content faster – Editorial Processes take time (Web Pages & Newsletters) – Web Sites tend to be nice, colorful showcase and less communication platforms The Traditional Way: – Web pages are updated by the web team – Customers get the newest informations through E-Mail Newsletters (which need a layout and an editorial process ) – Collaboration & Discussion with customers is Email-centric and individual The „Social Business“ Way: – Nearly Realtime Publishing of Content on EULUC-blogs through Marketing and Subject Matter Experts – „Different“ kind of information gets communicated: Links to interesting postings, comments, press clippings ... – Postings and News get distributed through additional channels (Twitter, Facebook etc.) – Customers interact directly, comment, discuss with IBM – Much faster reaction by Marketing and Subject Matter Experts – Efficient feedback-channel for Product Enhancements & Development – „Special Interest Communities“ allow focussed Exchange with Experts on a specific topic or product – Individual experts can be reached by customers and prospects directly by Instant Messaging or Social – IBMers network with Customers and Business Partners 18 © 2012 IBM Corporation
  19. 19. Social Business as a Marketer:A Social Web Experience - Integrate social into your Web Experience The Business Challenge: – Web sites tend to be static and focussed on nice look and feel – Limited Interaction, Communication or Collaboration The „Social Business“ Way: – Direct Interaction integrated in the web site: Click-to-call & Click-to-chat – Experts are being promoted on the web sites – Communities get integrated in the respective Web pages – A Social Media Aggregator collects and consolidates valuable information from different social channels on specific topics of interest 19 © 2012 IBM Corporation
  20. 20. My Social Business as a Marketer Summary Social Functionality and behavior has changed the way, how I am working as marketer dramatically Suppliers: Working with Suppliers becomes much easier, transparent through usage of Social Tools (in comparison to the E-Mail Age) Customers: Social Channels lead the way away from Mass Marketing to personalized communication and interaction with the the customer, real-time Marketing with real-time Analytics ... Internal: A Social Layer is essential for a wide-spread organization living of the knowledge of its employees. People and the knowledge – not shared files – are at the heart of an enterprise Culture change is at least as important as the technology to drive transparency and innovation The integration of Social into the daily work environment (Email, Instant Messaging, Browser, Smart Phone, Online Meetings Online-Meetings etc.) is crucial User Adoption is much easier, because a lot of users know social functions from their private usage The intersection of company-internal and external usage is one of the next interesting moves together with Social Analytics 20 © 2012 IBM Corporation
  21. 21. Thank you! Stefan Pfeiffer IBM Deutschland GmbH Marketing Lead Social Business Wilhelm Fay Str. 30-34 Europe 65936 Frankfurt Tel +49-7034-643-1233 Twitter: DigitalNaiv Blog: 21 © 2012 IBM Corporation
  22. 22. © Copyright IBM Corporation 2012 IBM Deutschland GmbH IBM Allee 1 D-71138 Ehningen Germany Produced in Germany All Rights Reserved IBM, the IBM logo and Lotus are trademarks of International Business Machines Corporation in the United States, other countries or both. Other company, product and service names may be trademarks or service marks of others. References in this publication to IBM products and services do not imply that IBM intends to make them available in all countries in which IBM operates. The information contained in this documentation is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained in this documentation, it is provided “as is” without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this documentation or any other documentation. Nothing contained in this documentation is intended to, nor shall have the effect of, creating any warranties or representations from IBM (or its suppliers or licensors), or altering the terms and conditions of the applicable license agreement governing the use of IBM software.22 © 2011 IBM Corporation