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The business value in social networks tgmc


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Join Bilal Jaffery, (Worldwide Social Media & Competitive Marketing Leader, IBM ISV & Developer Relations) and Daryl Pereira (Web and Social Media Manager, IBM ISV & Developer Relations) on an exploration into how businesses are finding real value in social media.

You'll see how social networks within the workplace can make us more efficient and knowledgeable, and how a social business breaks down barriers between prospects, customers and its extended ecosystem.

Published in: Business
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The business value in social networks tgmc

  1. 1. Marketing your idea The Business Value in Social Networks Bilal Jaffery , Worldwide Social Media & Competitive Marketing Leader , IBM ( twitter: @BilalJaffery) Daryl Pereira, developerWorks Web and Social Media Manager , IBM (twitter: @cagedether)
  2. 2. <ul><li>By 2014, Social networking services will replace email as the primary vehicle for interpersonal communications for 20% of the business users. </li></ul><ul><li> - Gartner </li></ul>
  3. 3. Collaboration drives business value Enabling people to work smarter together Unlocking innovation through broad participation Fostering deep insightful relationships
  4. 4. The Impact of Social Collaboration Word of Mouth, #1 Influencer in Business Purchasing Behavior *Source: IBM Community of Practice Business Impact Survey completed by approximately 2,300 respondents.
  5. 5. Social Collaboration helps people work smarter Example: IBM Lotus Connections to find people and information Quickly find the people you need by searching across your organization using keywords that help identify expertise, current projects and responsibilities Use a weblog to present your idea and get feedback from others; learn from the expertise and experience of others who blog Organize your work, plan next steps, and easily tap your expanding professional network to help execute your everyday deliverables, faster Activities Create, find, join, and work with communities of people who share a common interest, responsibility, or area of expertise Home Wikis Provide a place for groups of people to jointly create and maintain content through contribution and collaboration. Files Share your files with your colleagues. Everyone can store, share, and collaborate on files. Save, organize and share bookmarks; discover bookmarks that have been qualified by others with similar interests & expertise Blogs Communities Bookmarks Profiles
  6. 6. The IDEAL Statement: The Social Organization The whole organization is involved in social collaboration – internally and externally. Graphic: Intersection Consulting on Flickr
  7. 7. IBM Confidential October 17, 2010 “ Informal conversation is probably the oldest mechanism by which opinions on products and brands are developed, expressed, and spread.” – John Arndt
  8. 8. developer Works : Network Engagement Strategy Bilal Jaffery , Social Media & Competitive Marketing Leader Your open and social organizational culture is your competitive advantage .
  9. 9. <ul><li>Reasons to participate </li></ul><ul><ul><li>Responsible engagement in innovation and dialogue: to learn, to contribute </li></ul></ul><ul><ul><li>IBM's brand is best represented by its people </li></ul></ul><ul><li>Rules of the road </li></ul><ul><ul><li>Be professional – Business Conduct Guidelines, IBM Values </li></ul></ul><ul><ul><li>Speak for yourself, not IBM </li></ul></ul><ul><ul><li>Respect copyrights, laws, and other people </li></ul></ul><ul><ul><li>Add value </li></ul></ul>IBM Social Computing Guidelines
  10. 10. When community wins. We win. Bilal Jaffery [email_address]
  11. 11. Case studies “ The Groundswell trend is not a flash in the pan. This is an important, irreversible, completely different way for people to relate to companies and to each other.” Groundswell Charlene Li and Josh Bernoff
  12. 12. Fish where the fish are Warped cartoon series finds natural following on Facebook Extending from traditional media into social media <ul><li>Use popular social networks to spread the word </li></ul><ul><li>Add real value to the conversation </li></ul><ul><li>Test different channels to guage interest </li></ul>
  13. 13. Fish where the fish are Twitter conversations around business conference growing rapidly Year-on-year Tweet volume up over 600% <ul><li>Use most appropriate channel for the occasion </li></ul><ul><li>Different people respond to different channels </li></ul><ul><li>Monitor results to improve performance </li></ul>
  14. 14. Be your own publisher Hubspot webinar series improves brand recognition Social media vendor use their own products to host wildly popular webinars <ul><li>Think of the format that is right for you </li></ul><ul><li>Use social media to promote your content </li></ul><ul><li>Think laterally: what’s useful for your customers? </li></ul>
  15. 15. Be your own publisher developerWorks blogs break down the barriers of marketing Direct communications from employees delivers over 2m page views a year <ul><li>Blogging tools are versatile and generally free! </li></ul><ul><li>Work out a regular schedule and content plan </li></ul><ul><li>Top bloggers post weekly </li></ul>Try it now: email [email_address] For a guest account
  16. 16. Roll your own network CitySourced creates network of smartphone citizens Location-based-services used to create civic responsibility and improve Govt services <ul><li>Build your own network for custom solutions </li></ul><ul><li>Follow trends: eg. Expanding mobile market </li></ul><ul><li>Tap into large number of open datasets </li></ul>
  17. 17. Roll your own network Online community saves $100M in support costs User community share information (400K+ active profiles, over 1000 community groups) <ul><li>Community incorporates marketing, support, research and more </li></ul><ul><li>Experts have built businesses on communities </li></ul><ul><li>Open technologies attract larger audience </li></ul>
  18. 18. More information Find us on the Ning network