Social @ IBM. Presentation given at M2C "Social Media is dead" on March 28th 2011, Paris - For more information on Social @ IBM, please visit : http://www.ibm.com/blogs/zz/en/guidelines.html and also : http://delphrb.wordpress.com/
the bureau, digital agencyInternational entrepreneur,founder @the__bureau digital agency based in London and Paris #connectforsuccess
Evolution of online marketing
§ 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
§ Marketing Tactics: § Marketing Tactics:
§ Marketing Tactics:
– Search ads – Vendor communities
– Branding – buttons,
– Lead generation – white – Two-way ads
papers, webcasts – Messaging connections
– E-mail – newsletters, list
– Branding - IMUs, larger using trigger marketing
units, microsites – Successful tactics from
– E-mail – list rentals direct results stage
1996-2003 2004-2009 2010-2015
Evangelization: Blue IQ Ambassador program
Worldwide community of social
software evangelists passionate
about social networking
Volunteer their time and talent to
energize and enable every IBMer to
benefit from using social software,
both internally and externally
IBM 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
Move from …to helping
telling people people
a Smarter a Smarter
Using 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 FOR
Executive Summary: IBM Centennial through Social Conversations
• The Centennial and Celebration of Service evoked a public expression of enthusiasm and
pride by IBM employees.
• Accordingly, IBM saw a dramatic shift in the tone of its online buzz, moving from a
predominantly neutral topic of conversation to one in which one-in-four mentions are
• IBM's worldwide presence dominated – with active social participation from IBMers across
• Key conversational themes reflected IBM’s Centennial programs demonstrating that they
were understood and embraced by those engaged in social discussions worldwide.
Social Conversations around IBM, IBM100, and #IBM100 #progress:
The social conversation of “IBM” was at an all time high on June 16 with close to 24,000
Due to the high volume of conversation regarding Centennial on Twitter, "IBM" gained its
"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 19
the most common phrases appearing in messages on Twitter.
Social 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.
Global: Director at Microsoft with over 260,00 followers
Social Conversations around Celebration of Service
The Celebration of Service social conversation drastically increased during the Centennial week, with
over 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 the
conversation 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 the
remainder 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.”
IBM Social Computing guidelines, social enablement"
IBM supports open dialogue and the exchange of ideas: To learn, to contribute
ü Be who you are
ü Speak in the first person
ü Use a disclaimer
ü Respect your audience
ü Add value
ü Don't pick fights
ü Be the first to respond to your own mistakes.
ü Use your best judgment.
ü Don't forget your day job.
WW Digital, Social Media Marketing Manager, IBM Software
my social media blog
my social Media daily news
IBM expert network on Slideshare
Une Guideline pour les IBMers France Television guest blogger
Over the past decade, we have aggressively launched internal social media platforms to encourage employees to self publish and collaborate. Blogs, social networks, user-generated media, etc. YELLOW LINE: Instances of employee/User Generated content (blogs, comments, videos, podcasts, etc.) BLUE LINE: Instances of corporate-created content (articles, blogs, speeches, etc.). This is flipping the system on its side. Employees are now the publishers and the corporation is simply an enabler.
is a web-based event provide an unrivalled opportunity for thousands of leaders from around the world, to pool their knowledge and experiences to examine the next generation of business.
Phase 2: Demonstrating substance… through IBM expertise. Featuring IBMers throughout our efforts: advertising, social media, events, media relations and blogger outreach. TV ads. Why did we choose these individuals? Because of their social footprint. We engaged bloggers through our IBM Experts extensively. More than 2,300 blog posts featuring the Smarter Planet initiative.
You can join. Help us build the world’s LARGEST Supercomputer. WCG: Ranked 6 th today. With a million more, we can build the world’s largest supercomputer. To fight cancer. To find a cure for HIV/AIDS. To find renewable energy. YOU CHOOSE WHAT ITS USED FOR. Join us at People for a Smarter Planet.
Note: The “Global Mentions Count” is a build which includes IBM, IBM100, and #IBM100 #progress tweets. Please place in presentation mode to view.
In the spring of 2005, IBMers used a wiki to create a set of guidelines for all IBMers who wanted to blog. These guidelines aimed to provide helpful, practical advice to protect both IBM bloggers and IBM. In 2008 and again in 2010 IBM turned to employees to re-examine our guidelines in light of ever-evolving technologies and online social tools to ensure they remain current to the needs of employees and the company. These efforts have broadened the scope of the existing guidelines to include all forms of social computing. Guide everything we do as a company IBM Social Computing Guidelines http://www.ibm.com/blogs/zz/en/guidelines.html Evolved out of IBM Blogging Guidelines Specific guidelines crowdsourced from IBMers No anonymous Contributions Accountability Eliminates all negative aspects of Social Software Adoption