The document discusses IBM's use of social media and its approach to social business. It provides statistics on IBM's social media presence including the number of IBM employees active on various social media platforms. It also discusses IBM's social media guidelines and strategy of having employees represent the brand online. The document advocates for an approach to social business that focuses on collaboration, insights, and engagement over social media activities alone.

1. Communicatie in de Digitale Realiteit A Presentation by Jane Doe December 1, 2010

2. Yves Van Seters Teamleader External Communications & Media Relations IBM Benelux

5. How active is IBM in Social Media ?

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

7. “ We don’t have a choice on whether we de social media, the question is how well we DO it .” - Erik Qualman

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

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

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

13. Social Media Guidelines @ IBM

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

16. Social Business Vision Consolidated Insights Engage Energize Embrace Constituent's) Outcomes iteration Data iteration Optimization iteration

17. Harsh Truth #1 Most social media strategies are no strategies ! They’re just a few ‘ out of the blue ’ activities.

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.

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 .

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

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

22. Social Media Listen Learn Contribute Share

23. Define a Social Media Strategy 1

24. 2 Brainstorm about lots of small, good ideas, That is better than one big idea.

25. Community collaboration creates innovation which leads to the best campaigns, content & ideas. 3

26. 4 On the Internet is NO Mass Audience.

28. Now let’s crank things up a nudge…

29. “ It is not just about doing social media for doing it, but how you use these emerging technologies for social business ” - Ronald Velten 

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.

31. SOCIAL BUSINESS a definition Social business focusses on business outcomes, business models and management related to use of social media technologies

34. IT IS ALL ABOUT ENGAGEMENT