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Communicatie in de Digitale Realiteit A Presentation by Jane Doe December 1, 2010
Yves Van Seters Teamleader External Communications & Media Relations IBM Benelux
IBM: The innovator’s innovator Globally Integrated Enterprise 100 years of Expertise With a vision <ul><li>NYSE: IBM </li>...
 
How active is  IBM   in Social Media ?
IBMers actively on Twitter 25.000 IBMers present at Facebook 198.000 IBMers utilizing  LinkedIn, including Alumni 378.000 ...
“ We don’t have a choice on whether we de social media, the question is how well we DO it .”  - Erik Qualman
 
“ People use  Social Media  to share news, content, opinions, insights, experiences, expertise and  perspectives.” Ironic ...
Spectrum of trust and guidance Employee Social Media engagement Social Media Sites blocked Only Marketing engages Social M...
Social  Media <ul><li>Networking </li></ul><ul><li>Corporate Branding </li></ul><ul><li>Marketing </li></ul><ul><li>Commun...
We don ’ t have a corporate blog or a corporate Twitter ID, because we want the ‘IBMers’  in aggregate to be the corporate...
Social Media Guidelines @ IBM
“ The leading brands of the future will be those who can  communicate  with  their customers  the most relevant way .”  - ...
<ul><li>“ Social Media  is all about  </li></ul><ul><li>relevant   CONTENT ,  </li></ul><ul><li>addressing the  shared int...
Social Business Vision Consolidated Insights Engage Energize Embrace Constituent's) Outcomes iteration Data iteration Opti...
Harsh Truth #1 Most social media strategies 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 take from their fans, in stead of contributing something back...
Harsh Truth #3 Social media users do not really need brands on the social media platforms.  So what needs to be earned, li...
To provide consumer value, brands  need more than good insights  and experts in how to use social media tools.  What they ...
Social Business Manager 420 Followers 790  Tweets 3,058  Mentions Content Activation Plan SMEs Monitoring & Engaging  Coor...
Social Media Listen Learn Contribute Share
Define a Social Media Strategy  1
2 Brainstorm about lots of small, good ideas,  That is better than one big idea.
Community   collaboration creates innovation which leads to the best campaigns, content & ideas. 3
4 On the Internet is  NO Mass Audience.
 
Now let’s crank things up a nudge…
“ It is not just about doing  social media  for doing it,  but how you use these emerging technologies for  social busines...
IBM is moving itself and its clients well beyond Social Media into a new era of collaboration, insight sharing, and lead g...
SOCIAL BUSINESS a definition Social business focusses  on business outcomes,  business models and  management  related to ...
 
Social  Selling Social  Collaboration Social  Networking <ul><li>Networking </li></ul><ul><li>Corporate Branding </li></ul...
IT IS ALL ABOUT  ENGAGEMENT
 
Some handy links <ul><li>IBM Social Business Guidelines ibm.com/socialbusiness and always welcome at  @yvesvs </li></ul><u...
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Communicatie in de digitale realiteit

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Communicatie in de digitale realiteit

  1. 1. Communicatie in de Digitale Realiteit A Presentation by Jane Doe December 1, 2010
  2. 2. Yves Van Seters Teamleader External Communications & Media Relations IBM Benelux
  3. 3. IBM: The innovator’s innovator Globally Integrated Enterprise 100 years of Expertise With a vision <ul><li>NYSE: IBM </li></ul><ul><li>Hardware, software, services, consultancy </li></ul><ul><li>B2B </li></ul><ul><li>Revenue in 2010: 99.870.000.000 USD (*) </li></ul><ul><li>Employees WW: 400.000 </li></ul>Ibm100.com (*) IBM annual report 2010: http://ibm.co/tHtFHP
  4. 5. How active is IBM in Social Media ?
  5. 6. IBMers actively on Twitter 25.000 IBMers present at Facebook 198.000 IBMers utilizing LinkedIn, including Alumni 378.000 IBM channels On YouTube 200 + Tweets upon the launch of our CMO study 1.000.000 IBMers collaborating With 200.000 non-IBMers via DevelopersWorks 100.000 Regular Sametime instant messaging users, resulting in 40-50 million messages per day 400.000 Downloads of employee generated video- and podcasts 15.000.000 Minutes of LotusLive meetings, internally and externally each month 20.000.000 400.000 Individual blogs maintained regularly 17.000 IBMers profiled at IBM connections Active page views a DAY of Wikis 1.000.000
  6. 7. “ We don’t have a choice on whether we de social media, the question is how well we DO it .” - Erik Qualman
  7. 9. “ People use Social Media to share news, content, opinions, insights, experiences, expertise and perspectives.” Ironic Source: http://en.wikipedia.org/wiki/Social_media Social Media is … Popular A Conversation Fast Emotional
  8. 10. Spectrum of trust and guidance Employee Social Media engagement Social Media Sites blocked Only Marketing engages Social Media Only approved employees engage All employees are deputized Everyone does their own thing
  9. 11. Social Media <ul><li>Networking </li></ul><ul><li>Corporate Branding </li></ul><ul><li>Marketing </li></ul><ul><li>Communications </li></ul><ul><li>Personal Branding </li></ul><ul><li>… </li></ul>
  10. 12. We don ’ t have a corporate blog or a corporate Twitter ID, because we want the ‘IBMers’ in aggregate to be the corporate blog and the corporate Twitter ID. We represent our brand online the way it always has been, which is employees first. Our brand is largely shaped by the interactions that they have with customers. ” Adam Christensen, social media communications, IBM Corporation
  11. 13. Social Media Guidelines @ IBM
  12. 14. “ 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 Group
  13. 15. <ul><li>“ Social Media is all about </li></ul><ul><li>relevant CONTENT , </li></ul><ul><li>addressing the shared interests of your constituencies” </li></ul>
  14. 16. Social Business Vision Consolidated Insights Engage Energize Embrace Constituent's) Outcomes iteration Data iteration Optimization iteration
  15. 17. Harsh Truth #1 Most social media strategies are no strategies ! They’re just a few ‘ out of the blue ’ activities.
  16. 18. Harsh Truth #2 In the social media world brands love to only take from their fans, in stead of contributing something back into the online ecosystem.
  17. 19. 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 & Affinity .
  18. 20. To provide consumer value, brands need more than good insights and experts in how to use social media tools. What they need are people who know the online communities Inside & Out
  19. 21. Social Business Manager 420 Followers 790 Tweets 3,058 Mentions Content Activation Plan SMEs Monitoring & Engaging Coordinated Dialogue 54 Comments 3,000 Clicks on bit.lys Videos & whitepapers most popular Target Site List Network Manager 180 Retweets Owns 6 lists Listed 43 times 603 Following BUs PR / MR
  20. 22. Social Media Listen Learn Contribute Share
  21. 23. Define a Social Media Strategy 1
  22. 24. 2 Brainstorm about lots of small, good ideas, That is better than one big idea.
  23. 25. Community collaboration creates innovation which leads to the best campaigns, content & ideas. 3
  24. 26. 4 On the Internet is NO Mass Audience.
  25. 28. Now let’s crank things up a nudge…
  26. 29. “ It is not just about doing social media for doing it, but how you use these emerging technologies for social business ” - Ronald Velten 
  27. 30. 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 experience with an IBMer. An experience that is increasingly happening online.
  28. 31. SOCIAL BUSINESS a definition Social business focusses on business outcomes, business models and management related to use of social media technologies
  29. 33. Social Selling Social Collaboration Social Networking <ul><li>Networking </li></ul><ul><li>Corporate Branding </li></ul><ul><li>Marketing </li></ul><ul><li>Communications </li></ul><ul><li>Personal Branding </li></ul><ul><li>… </li></ul><ul><li>Collaboration </li></ul><ul><li>Integration of Social Media </li></ul><ul><li>in day 2 day business </li></ul><ul><li>Sales </li></ul><ul><li>CRM </li></ul><ul><li>… </li></ul>SOCIAL BUSINESS
  30. 34. IT IS ALL ABOUT ENGAGEMENT
  31. 35.
  32. 37. Some handy links <ul><li>IBM Social Business Guidelines ibm.com/socialbusiness and always welcome at @yvesvs </li></ul><ul><li>This presentation on slideshare </li></ul>

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