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Ibm social strategy for sugar crm

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Transforming

                 through
              Social Business
                    Yves Van Seters
Media Relations &...

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Yves Van Seters

 Team Leader Media Relations & External
  Communications IBM BeNeLux

 16 years of experience in sales,...

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Ibm social strategy for sugar crm

  1. 1. Hosted By: 1
  2. 2. Transforming through Social Business Yves Van Seters Media Relations & External Communications IBM BeNeLux ©2011 SugarCRM Inc. All rights reserved.
  3. 3. 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 11/27/2011 ©2010 SugarCRM Inc. All rights reserved. 3
  4. 4. IS IBM A SOCIAL BUSINESS ?
  5. 5. 25.000 378.000 198.000 IBMers actively on Twitter IBMers utilizing IBMers present at LinkedIn, including Facebook Alumni 200+ 100.000 1.000.000 IBM channels IBMers collaborating Tweets upon the launch On YouTube With 200.000 non-IBMers of our CMO study via DevelopersWorks 17.000 1.000.000 400.000 Individual blogs maintained Active page views a DAY IBMers profiled at regularly of Wikis IBM connections 15.000.000 400.000 Regular Sametime instant 20.000.000 Downloads of employee Minutes of LotusLive generated video- and messaging users, resulting in 40- meetings, internally and 50 million messages per day externally each month podcasts 5
  6. 6. “We don‟t have a choice on whether we DO social media, the question is how well we DO it.” - Erik Qualman 7
  7. 7. “Social Media is all about relevant CONTENT, addressing the shared interests of your constituencies”
  8. 8. To understand IBM‟s Social business Strategy, One needs to understand IBM We‟re the innovator‟s innovator Globally Integrated 100 years of Expertise With a vision Enterprise  NYSE: IBM  Hardware, software, services, consultancy  B2B  Revenue in 2010: 99.870.000.000 USD (*)  Employees WW: 400.000 (*) IBM annual report 2010: http://ibm.co/tHtFHP Ibm100.com
  9. 9. The globally integrated enterprise is a company that fashions its strategy, its management, and its operations in pursuit of a new goal: the integration of production and value delivery worldwide.
  10. 10. Social Business •Networking •Communications •Personal Branding Social … Networking Social Collaboration •File sharing •Activities •Communities … SOCIAL BUSINESS
  11. 11. Profiles Wikis Bookmarks Connections Blogs Communities Activities Files
  12. 12. “It is not just about doing social media for doing it, but how you use these emerging technologies for social business” 14
  13. 13. Social business focusses SOCIAL on business outcomes, business models and BUSINESS management related to use of social media a definition technologies
  14. 14. Social Media Guidelines @ IBM
  15. 15. 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
  16. 16. Spectrum of trust and guidance Employee Social Media engagement Social Only Only All Everyone Media Marketing approved employees does their Sites engages employees are own thing blocked Social engage deputized Media
  17. 17. IBM is moving itself and its clients well beyond Social Media into a new era of collaboration, insight sharing, and lead generation it Social Business. One of the notions behind calls 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 An experience that is IBMer. increasingly happening online.
  18. 18. Social Business •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. “People use Social Media to share news, content, opinions, insights, experiences, expertise and perspectives.” Social Media is … Popular A Conversation Fast Emotional Ironic Source: http://en.wikipedia.org/wiki/Social_media
  20. 20. “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 25
  21. 21. Social Business Embrace Consolidated Constituent's) Vision Insights Engage Energize Data iteration Outcomes iteration Optimization iteration
  22. 22. IBM’s social business strategy is to catalog IBMers’ expertise, manage access to 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.
  23. 23. IBM’s social business strategy is to catalog IBMers’ expertise, Expert Locator manage access to 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.
  24. 24. Expert Locator /smarterplanet Mobile app Sponsored media
  25. 25. IBM’s social business strategy is Expert to catalog IBMers’ expertise, Relationship Management manage access to them and Expert Locator Social Aggregator 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.
  26. 26. Expert Relationship Management
  27. 27. IBM’s social business strategy is Expert to catalog IBMers’ expertise, Relationship Management manage access to them and Expert Locator Social Aggregator optimize their interactions with our constituents. By fully enabling the digital IBMer, we Social Business can systematically manage the @ IBM way these social interactions connect with all relevant parts of IBM, including the Demand System – and perform all of these tasks at massive scale.
  28. 28. Social Business @ IBM
  29. 29. IBM’s social business strategy is Expert to catalog IBMers’ expertise, Relationship Management manage access to them and Expert Locator Social Aggregator optimize their interactions with our constituents. By fully enabling the digital IBMer, we Social Business can systematically manage the @ IBM way these social interactions Social Business connect with all relevant parts of Manager Social Intelligence IBM, including the Demand System – and perform all of these tasks at massive scale.
  30. 30. Social Business Manager Owns Listed 43 180 603 6 lists times Retweets Following 3,058 790 420 Mentions Tweets Followers 54 Comments 3,000 Videos & Network Manager Clicks on whitepapers bit.lys most popular Monitoring & Engaging Target Site List Content Activation Plan Coordinated Dialogue SMEs BUs PR / MR
  31. 31. Harsh Truth #1 Most social media strategies are no strategies ! They‟re just a few „out of the blue‟ activities.
  32. 32. 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.
  33. 33. 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.
  34. 34. 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
  35. 35. Define a Social Media Strategy
  36. 36. Brainstorm about lots of small, good ideas, That is better than one big idea.
  37. 37. Community collaboration creates innovation which leads to the best campaigns, content & ideas.
  38. 38. On the Internet is NO Mass Audience.
  39. 39. IT IS ALL ABOUT ENGAGEMENT
  40. 40. 45
  41. 41. Listen RETURN ON Learn ENGAGEMENT Contribute Share 47
  42. 42. Some handy links Social @ IBM IBM Social Business Guidelines ibm.com/socialbusiness and always welcome at @yvesvs
  43. 43. 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 (if not most) of us learned the news  Twitter  about the “Arabic Spring”  Tumblr  about the London Riots  iPads  about the Pukkelpop drama  Netbooks  etc.  iPhones  Android phones  Unlimited data / phone plans "The audience isn’t on Twitter, but the news is.” Mark Jones, Reuters Global Communities Editor Source: http://inothernews.tumblr.com/
  44. 44. Social Business Strategy Enablement 1. Expert Locator 2. Expert Relationship Management 3. Social Business @ IBM 4. Social Activation For Centennial 5. People For A Smarter Planet 6. Social Aggregator 7. Social Business Manager 8. Digital Labs
  45. 45. Social Activation For Centennial
  46. 46. People For a Smarter Planet
  47. 47. Social Aggregator

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