TRANSFORMING IBM THROUGH SOCIAL BUSINESSYves Van SetersIBMNov. 17th 2011
Yves Van Seters•   Team Leader Media Relations & External Communications IBM BeNeLux•   16 years of experience in sales, m...
A short list of things that weren‟t around in their            present form on November 17th, 2001        •     Facebook  ...
“People use Social Media to share news, content,opinions, insights, experiences, perspectives andmedia.”  Social Media is ...
“We don‟t have a choice on    whether we DO social media,          the question is          how well we DO it.”           ...
Harsh Truth #1Most social mediastrategies are no   strategies !They‟re just a few „out of the blue‟    activities.
Harsh Truth #2 In the social media world  brands love to only takefrom their fans, in stead of  contributing something    ...
Harsh Truth #3           Social media users do           not really need brands on           the social media           pl...
“The leading brands of the future       will be those who can     communicate with         their customers            the ...
“Social Media is all about    relevant CONTENT,  addressing the shared interestsof your constituencies”
To provide consumer value, brands    need more than good insightsand experts in how to use social media                 to...
Define a Social MediaStrategy
Brainstorm aboutlots of small, goodideas,That is better thanone big idea.
Communitycollaboration createsinnovation whichleads to the bestcampaigns, content& ideas.
On the Internet isNO Mass Audience.
“It is not just about doing           social media for doing it,         but how you use these emerging     technologies f...
Social business focussesSOCIAL         on business outcomes,               business models andBUSINESS       management re...
•Networking                                                                •Corporate Branding                            ...
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 TwitterID, because we want the „IBMers‟ in aggregate to be thecorporate blog...
Spectrum of trust and guidance    Employee Social Media engagementSocial        Only           Only        All         Eve...
IBM is moving itself and its clients well beyond Social Media into a new era     of collaboration, insight sharing, and le...
Social Media Guidelines @ IBM
IBM’s social business strategyis to catalog IBMers’expertise, manage access tothem and optimize theirinteractions with our...
IBM’s social business strategyis to catalog IBMers’expertise, manage access to       Expert Locatorthem and optimize their...
Expert              IBM’s social business strategyRelationshipManagement                    is to catalog IBMers’Social Ag...
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...
Expert Locator          /smarterplanetMobile app                    Sponsored                    media
Expert Relationship Management
Social Business @ IBM
Social Activation For Centennial
People For a Smarter Planet
Social Aggregator
Social Business Manager                              Owns      Listed 43     180            603                           ...
Digital Labs                                                                                Embrace                       ...
IT IS ALL ABOUT ENGAGEMENT
IT‟S ALL ABOUTTRANSFORMING IBM‟ers IN SOCIALBUSINESS AMBASSADORS!
49
Listen      RETURN ON   Learn     ENGAGEMENT                  Contribute                  Share51
Some handy linksSocial @ IBMIBM Social Business Guidelinesibm.com/socialbusinessand always welcome at @yvesvs
A Social Business Strategy
A Social Business Strategy
A Social Business Strategy
A Social Business Strategy
A Social Business Strategy
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A Social Business Strategy

  1. 1. TRANSFORMING IBM THROUGH SOCIAL BUSINESSYves Van SetersIBMNov. 17th 2011
  2. 2. Yves Van Seters• Team Leader Media Relations & External Communications IBM BeNeLux• 16 years of experience in sales, marketing & communications• Active in Social Media since 2009 – Twitter, Tumblr, Linkedin, Foursquare, – Slideshare, Youtube, Lotus Live• IBM Social Maven
  3. 3. A short list of things that weren‟t around in their present form on November 17th, 2001 • Facebook Amazing that, thanks to all of these things, many • Twitter (if not most) of us learned the news • Tumblr  about the “Arabic Spring” • iPads  about the London Riots • Netbooks  about the Pukkelpop drama • iPhones  etc. • Android phones • Unlimited data / phone plans "The audience isn’t on Twitter, but the news is.” Mark Jones, Reuters Global Communities EditorSource: http://inothernews.tumblr.com/
  4. 4. “People use Social Media to share news, content,opinions, insights, experiences, perspectives andmedia.” Social Media is … Popular A Conversation Fast Emotional Ironic Source: http://en.wikipedia.org/wiki/Social_media
  5. 5. “We don‟t have a choice on whether we DO social media, the question is how well we DO it.” - Erik Qualman6
  6. 6. Harsh Truth #1Most social mediastrategies are no strategies !They‟re just a few „out of the blue‟ activities.
  7. 7. Harsh Truth #2 In the social media world brands love to only takefrom their fans, in stead of contributing something back into the online ecosystem.
  8. 8. 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, Equality &So what do they want from us? Affinity.
  9. 9. “The leading brands of the future will be those who can communicate with their customers the most relevant way.” - Yuchun Lee, IBM VP Enterprise Marketing Management Group12
  10. 10. “Social Media is all about relevant CONTENT, addressing the shared interestsof your constituencies”
  11. 11. 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
  12. 12. Define a Social MediaStrategy
  13. 13. Brainstorm aboutlots of small, goodideas,That is better thanone big idea.
  14. 14. Communitycollaboration createsinnovation whichleads to the bestcampaigns, content& ideas.
  15. 15. On the Internet isNO Mass Audience.
  16. 16. “It is not just about doing social media for doing it, but how you use these emerging technologies for social business” - Ronald Velten 19
  17. 17. Social business focussesSOCIAL on business outcomes, business models andBUSINESS management related to use of social mediaa definition technologies
  18. 18. •Networking •Corporate Branding •Marketing Social •Communications Networking •Personal Branding … Social Social Collaboration Selling • Sales•Collaboration • CRM•Integration of Social Media • …•in day 2 day business SOCIAL BUSINESS
  19. 19. WHAT IS IBM DOING
  20. 20. IBM IS A SOCIAL BUSINESS
  21. 21. 25.000 378.000 198.000 IBMers actively on IBMers utilizing IBMers present at Twitter LinkedIn, including Facebook Alumni25
  22. 22. 200+ 100.000 1.000.000 IBM channels IBMers collaborating Tweets upon the launch On YouTube With 200.000 non- of our CMO study IBMers via DevelopersWorks26
  23. 23. 17.000 1.000.000 400.000Individual blogs Active page views IBMers profiled atmaintained regularly a DAY of Wikis IBM connections
  24. 24. 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 month
  25. 25. We don‟t have a corporate blog or a corporate TwitterID, 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
  26. 26. Spectrum of trust and guidance Employee Social Media engagementSocial Only Only All EveryoneMedia Marketing approved employees does theirSites engages employees are own thingblocked Social engage deputized Media
  27. 27. 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.
  28. 28. Social Media Guidelines @ IBM
  29. 29. IBM’s social business strategyis to catalog IBMers’expertise, manage access tothem and optimize theirinteractions with ourconstituents. By fully enablingthe digital IBMer, we cansystematically manage theway these social interactionsconnect with all relevant partsof IBM, including the DemandSystem – and perform all ofthese tasks at massive scale.
  30. 30. IBM’s social business strategyis to catalog IBMers’expertise, manage access to Expert Locatorthem and optimize theirinteractions with ourconstituents. By fully enablingthe digital IBMer, we cansystematically manage theway these social interactionsconnect with all relevant partsof IBM, including the DemandSystem – and perform all ofthese tasks at massive scale.
  31. 31. Expert IBM’s social business strategyRelationshipManagement is to catalog IBMers’Social Aggregator expertise, manage access to Expert Locator them and 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.
  32. 32. 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.
  33. 33. 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.
  34. 34. 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 Labs
  35. 35. Expert Locator /smarterplanetMobile app Sponsored media
  36. 36. Expert Relationship Management
  37. 37. Social Business @ IBM
  38. 38. Social Activation For Centennial
  39. 39. People For a Smarter Planet
  40. 40. Social Aggregator
  41. 41. Social Business Manager Owns Listed 43 180 603 6 lists times Retweets Following 3,058 790 420 Mentions Tweets Followers 54 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
  42. 42. Digital Labs Embrace ConsolidatedConstituents) Vision Insights Engage Energize Data iteration Outcomes iteration Optimization iteration
  43. 43. IT IS ALL ABOUT ENGAGEMENT
  44. 44. IT‟S ALL ABOUTTRANSFORMING IBM‟ers IN SOCIALBUSINESS AMBASSADORS!
  45. 45. 49
  46. 46. Listen RETURN ON Learn ENGAGEMENT Contribute Share51
  47. 47. Some handy linksSocial @ IBMIBM Social Business Guidelinesibm.com/socialbusinessand always welcome at @yvesvs

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