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@delphinerbSocial @ IBM:Leading with the IBMerDelphine Remy-BoutangSocial Media Marketing Director WW , IBM Software@delphinerb 1

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@delphinerbEvolution of online marketing Relationship Direct Results § Value: Web as a relationship Experimentation management platform § Value: Web as a direct results § Primary Goals: Engaging platform prospects and customers outside of their Web site § Primary Goals: Drive traffic and § Value: Web as a promotional lead generation § Secondary Goals: Lead vehicle generation, drive traffic, thought § Secondary Goals: Thought leadership and branding § Primary Goals: Trial a new leadership and branding media concept, gain eyeballs, § Measurements: Cost of sales, build brand and drive awareness § Measurements: CPL, CPC, brand customer retention, brand measurements confirmed through penetration and measurements § Measurements: Cost per surveys from direct results stage impression § Marketing Tactics: § Marketing Tactics: § Marketing Tactics: – Search ads – Vendor communities – Branding – buttons, banners – Lead generation – white – Two-way ads papers, webcasts – Messaging connections – E-mail – newsletters, list – Branding - IMUs, larger using trigger marketing rentals units, microsites – Successful tactics from – E-mail – list rentals direct results stage 1996-2003 2004-2009 2010-2015 Source: Toolbox 2 2

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@delphinerbOver last 100 years, the world has come to know IBM through the IBMer 3

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@delphinerbThe IBM brand strategy today still leads with the employee 4

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@delphinerb Snapshot of IBM employee social computing activity Internal External• Blogs - 17,000 blogs 300,000+• SocialBlue – 70K members 25,000+• WikiCentral –1 million daily page views 100,000+• InnovationJam – 4 Jams, 500,000 participants 198,000• Media Library – 14 million 196,000 downloads 5

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@delphinerbEmployee-generated brand interactions are growing exponentially 6

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@delphinerb Evangelization: Blue IQ Ambassador programWorldwide community of socialsoftware evangelists passionateabout social networkingVolunteer their time and talent toenergize and enable every IBMer tobenefit from using social software,both internally and externally 7

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@delphinerbUsing social media for innovation 8

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@delphinerbIBM Social Business Jam February 8-11, 2011 An important dialog about the growing influence of social technology in business The Social Business Jam Cooperatively explore the value of social technology in business, the mitigation of its risks, and the management system required to drive a social transformation. 9

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@delphinerbUsing social media to surface IBMers’ expertise 10

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@delphinerbSurfacing experts: On our own domains (ex: ibm.com/software) Grow IBM’s digital eminence 11

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@delphinerbSurfacing experts: On third-party platforms (First ever Slideshare network) 12

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@delphinerbAggregating experts’ social activity across Web on our own domain 13

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@delphinerbSurfacing experts: In our mass marketing… 14

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@delphinerbUsing social media to activate participation inbuilding a Smarter Planet 15

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@delphinerbMove from …to helpingtelling people peopleabout experiencea Smarter a SmarterPlanet… Planet 16

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@delphinerbUsing social media to create the world’s largest supercomputer World Community Grid. Donate your idle computing time to to fight cancer to find a cure for HIV/AIDS to find new renewable energy sources YOU CHOOSE WHAT ITS USED FORhttp://www.Facebook.com/PeopleForaSmarterPlanet 17

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@delphinerbExecutive Summary: IBM Centennial through Social Conversations• The Centennial and Celebration of Service evoked a public expression of enthusiasm andpride by IBM employees.• Accordingly, IBM saw a dramatic shift in the tone of its online buzz, moving from apredominantly neutral topic of conversation to one in which one-in-four mentions arepositive.• IBMs worldwide presence dominated – with active social participation from IBMers acrossthe globe.• Key conversational themes reflected IBM’s Centennial programs demonstrating that theywere understood and embraced by those engaged in social discussions worldwide. 18

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@delphinerb Social Conversations around IBM, IBM100, and #IBM100 #progress: • Volume The social conversation of “IBM” was at an all time high on June 16 with close to 24,000 global mentions. Due to the high volume of conversation regarding Centennial on Twitter, "IBM" gained its first "Trending Topic" status in New York the United States, and India.• Note: A "Trending Topic" is a word(s) or hashtag that is one of 19the most common phrases appearing in messages on Twitter.

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@delphinerbSocial Conversations around IBM, IBM100, and #IBM100 #progress: Participants & Sentiment IBMers, alumni, journalists, customers, and business partners world-wide joined the Centennial social conversation, including over 500 tweets on the #IBM100 #progress discussion featured on ibm100.com. During the Centennial week, the sentiment expressed in the social conversations for IBM increased to 25% positive, which is a marked increase over the generally neutral conversation which is maintained on a daily basis. Less than 1% of the conversation around IBM had a negative sentiment. #IBM100 #progress #IBM Global Comedian Global News Source News Source Global Journalist Global: Director at Microsoft with over 260,00 followers Global Journalist Global Business Partners 20

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@delphinerbSocial Conversations around Celebration of ServiceThe Celebration of Service social conversation drastically increased during the Centennial week, withover 500 #CoS and over 1300 #IBM tagged interactions on the Day of Service.The sentiment expressed in the Celebration of Service social conversation was notably high, with theconversation classified as 4% "very positive", 15% "positive", and 0% negative.Celebration of Service participants worldwide uploaded over 1500 photos on ibm100.com.Plans to sustain engagement, drive service pledges, and ongoing support will continue through theremainder of the year for Celebration of Service, as well as additional Centennial programs. “#IBM100 years. Congratulations to all who participated in service day. Blood donation, books, adoption of dogs and planting trees.” 21

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@delphinerbsocial media guidelines, education, 22

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@delphinerbIBM Digital Strategy 23

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IBM Digital sales strategy Framework @delphinerb 24

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@delphinerb IBM Social Computing guidelines, social enablement"IBM supports open dialogue and the exchange of ideas: To learn, to contributeü Be who you areü Speak in the first personü Use a disclaimerü Respect your audienceü Add valueü Dont pick fightsü Be the first to respond to your own mistakes.ü Use your best judgment.ü Dont forget your day job. 25

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@delphinerb Thank you Delphine Remy-BoutangWW Digital, Social Media Marketing Manager, IBM Softwaremy social media blogmy social Media daily newsIBM expert network on Slideshare"Twitter: @delphinerbLinkedinFacebook"Foursquare"Une Guideline pour les IBMers France Television guest blogger 26