Ibm social strategy for sugar crm

1. Hosted By: 1

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. IS IBM A SOCIAL BUSINESS ?

5. 25.000 378.000 198.000IBMers 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 connections15.000.000 400.000 Regular Sametime instant 20.000.000Downloads of employee Minutes of LotusLivegenerated video- and messaging users, resulting in 40- meetings, internally and 50 million messages per day externally each monthpodcasts5

6. “We don‟t have a choice on whether we DO social media, the question is how well we DO it.” - Erik Qualman7

7. “Social Media is all about relevant CONTENT, addressing the shared interestsof your constituencies”

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. The globally integrated enterprise is acompany that fashions its strategy, itsmanagement, and its operations inpursuit of a new goal:the integration of production andvalue delivery worldwide.

10. Social Business •Networking •Communications •Personal Branding Social … Networking Social Collaboration•File sharing•Activities•Communities… SOCIAL BUSINESS

11. ProfilesWikis Bookmarks ConnectionsBlogs Communities Activities Files

12. “It is not just about doing social media for doing it, but how you use these emergingtechnologies for social business”14

13. Social business focussesSOCIAL on business outcomes, business models andBUSINESS management related to use of social mediaa definition technologies

14. Social Media Guidelines @ IBM

15. We don‟t have a corporate blog or a corporate TwitterID, because we want the „IBMers‟ in aggregate to bethe corporate 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

16. 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

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. 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. “People use Social Media to share news, content,opinions, insights, experiences, expertise andperspectives.” Social Media is … Popular A Conversation Fast Emotional Ironic Source: http://en.wikipedia.org/wiki/Social_media

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 Group25

21. Social Business Embrace ConsolidatedConstituents) Vision Insights Engage Energize Data iteration Outcomes iteration Optimization iteration

22. IBM’s social business strategy isto catalog IBMers’ expertise,manage access to them andoptimize their interactions withour constituents. By fully enablingthe digital IBMer, we cansystematically manage the waythese social interactions connectwith all relevant parts of IBM,including the Demand System –and perform all of these tasks atmassive scale.

23. IBM’s social business strategy isto catalog IBMers’ expertise, Expert Locatormanage access to them andoptimize their interactions withour constituents. By fully enablingthe digital IBMer, we cansystematically manage the waythese social interactions connectwith all relevant parts of IBM,including the Demand System –and perform all of these tasks atmassive scale.

24. Expert Locator /smarterplanetMobile app Sponsored media

25. IBM’s social business strategy isExpert to catalog IBMers’ expertise,RelationshipManagement manage access to them and Expert LocatorSocial 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. Expert Relationship Management

27. IBM’s social business strategy isExpert to catalog IBMers’ expertise,RelationshipManagement manage access to them and Expert LocatorSocial 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. Social Business @ IBM

29. IBM’s social business strategy isExpert to catalog IBMers’ expertise,RelationshipManagement manage access to them and Expert LocatorSocial 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. Social Business Manager Owns Listed 43 180 603 6 lists times Retweets Following 3,058 790 420 Mentions Tweets Followers 54 Comments3,000 Videos & Network ManagerClicks on whitepapers bit.lys most popular Monitoring & Engaging Target Site List Content Activation Plan Coordinated Dialogue SMEs BUs PR / MR

31. Harsh Truth #1Most social mediastrategies are no strategies !They‟re just a few „out of the blue‟ activities.

32. 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.

33. Harsh Truth #3Social media users do notreally need brands on thesocial media platforms.So what needs to beearned, like in thetraditional world,are three words:Acceptance, Equality &Affinity.

34. 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

35. Define a Social MediaStrategy

36. Brainstorm aboutlots of small, goodideas,That is better thanone big idea.

37. Communitycollaboration createsinnovation whichleads to the bestcampaigns, content& ideas.

38. On the Internet isNO Mass Audience.

39. IT IS ALL ABOUT ENGAGEMENT

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41. Listen RETURN ON Learn ENGAGEMENT Contribute Share47

42. Some handy linksSocial @ IBMIBM Social Business Guidelinesibm.com/socialbusinessand always welcome at @yvesvs

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 EditorSource: http://inothernews.tumblr.com/

44. 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

45. Social Activation For Centennial

46. People For a Smarter Planet

47. Social Aggregator