Ketchum Pleon knows, It’s Difficult There is a lot of information out there and it seems that agencies and brands can’t find their own way through this messy environment.
“ Be yourself. ” It ’ s one of the rules of social media. If you ’ re blogging, tweeting or Facebooking for business, be real—or you won ’ t be followed. Yet, how do you pull off “ authentic ” while maintaining the company brand message? It ’ s tough enough for a small business. What if you ’ re #2 on Business Week ’ s best global brands list, with nearly 400,000 employees across 170 countries? At IBM, it ’ s about losing control. “ 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, ” says Adam Christensen, social media communications at IBM Corporation. “ 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. ” Thousands of IBMers are the voice of the company. Such an approach might be surprising for #14 on the Fortune 500.
These activities are not fully integrated into the overall marketing mix. From medium to medium they might be consistent, but they’re consistently not converting into any kind of meaningful ROI.
Why? To find for different audiences ways to add value to the total online culture. Instead of just using the latest tools & channels to tell a brand’s story.
that could be used by one of different communities. It is no problem, to experiment with, as long as you’re smart about it. And the experiments are coherent & authentic.
How to collaborate ? Find people who are already doing cool things in / for your target audience, and work with them to create something new, exciting and useful.
A broad group like dads, moms, students or athletes are definable in lots of niche communities with specific interests . For a a brand it’s important to identify the relevant niches and create ways to engage with each of them in its own way .
Communicatie in de digitale realiteit
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></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
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
“ 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 Source: http://en.wikipedia.org/wiki/Social_media Social Media is … Popular A Conversation Fast Emotional
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
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>
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
“ 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
<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>
Social Business Vision Consolidated Insights Engage Energize Embrace Constituent's) Outcomes iteration Data iteration Optimization iteration
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 into the online ecosystem.
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 .
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
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
“ It is not just about doing social media for doing it, but how you use these emerging technologies for social business ” - Ronald Velten
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.
SOCIAL BUSINESS a definition Social business focusses on business outcomes, business models and management related to use of social media technologies
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