Social media @ IBM

the bureau, digital agency
the bureau, digital agencyInternational entrepreneur,founder @the__bureau digital agency based in London and Paris #connectforsuccess
@delphinerb




Social @ IBM:
Leading with the IBMer

Delphine Remy-Boutang
Social Media Marketing Director WW , IBM Software
@delphinerb




                                                             1
@delphinerb
Evolution 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
@delphinerb
Over last 100 years, the world has come to know IBM through the IBMer




                                                                           3
@delphinerb
The IBM brand strategy today still leads with the employee




                                                                     4
@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
@delphinerb

Employee-generated brand interactions are growing exponentially




                                                                    6
@delphinerb
 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




                                                        7
@delphinerb




Using social media for innovation




                                                  8
@delphinerb
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
      social transformation.




                                                                                        9
@delphinerb




Using social media to surface IBMers’ expertise




                                                          10
@delphinerb
Surfacing experts: On our own domains (ex: ibm.com/software)




    Grow IBM’s digital eminence

                                                                   11
@delphinerb
Surfacing experts: On third-party platforms (First ever Slideshare network)




                                                                              12
@delphinerb

Aggregating experts’ social activity across Web on our own domain




                                                                     13
@delphinerb
Surfacing experts: In our mass marketing…




                                                    14
@delphinerb




Using social media to activate participation in
building a Smarter Planet




                                                          15
@delphinerb




Move from        …to helping
telling people       people
about            experience
a Smarter         a Smarter
Planet…               Planet



                                 16
@delphinerb
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




http://www.Facebook.com/PeopleForaSmarterPlanet
                                                                       17
@delphinerb
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
positive.

• IBM's worldwide presence dominated – with active social participation from IBMers across
the globe.

• Key conversational themes reflected IBM’s Centennial programs demonstrating that they
were understood and embraced by those engaged in social discussions worldwide.




                                                                                                18
@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                              19
the most common phrases appearing in messages on Twitter.
@delphinerb
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.



    #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
@delphinerb
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.”




                                                                                                                                  21
@delphinerb




social media guidelines, education,




                                              22
@delphinerb
IBM Digital Strategy




                               23
IBM Digital sales strategy Framework   @delphinerb




                                               24
@delphinerb

 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.




                                                                                   25
@delphinerb
  Thank you
                                                                	
  




Delphine Remy-Boutang
WW Digital, Social Media Marketing Manager, IBM Software
my social media blog
my social Media daily news
IBM expert network on Slideshare
"
Twitter: @delphinerb
Linkedin
Facebook"
Foursquare"
Une Guideline pour les IBMers France Television guest blogger




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Safe Software344 views

Social media @ IBM

  • 1. @delphinerb Social @ IBM: Leading with the IBMer Delphine Remy-Boutang Social Media Marketing Director WW , IBM Software @delphinerb 1
  • 2. @delphinerb Evolution 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
  • 3. @delphinerb Over last 100 years, the world has come to know IBM through the IBMer 3
  • 4. @delphinerb The IBM brand strategy today still leads with the employee 4
  • 5. @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
  • 7. @delphinerb 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 7
  • 9. @delphinerb 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 social transformation. 9
  • 10. @delphinerb Using social media to surface IBMers’ expertise 10
  • 11. @delphinerb Surfacing experts: On our own domains (ex: ibm.com/software) Grow IBM’s digital eminence 11
  • 12. @delphinerb Surfacing experts: On third-party platforms (First ever Slideshare network) 12
  • 13. @delphinerb Aggregating experts’ social activity across Web on our own domain 13
  • 14. @delphinerb Surfacing experts: In our mass marketing… 14
  • 15. @delphinerb Using social media to activate participation in building a Smarter Planet 15
  • 16. @delphinerb Move from …to helping telling people people about experience a Smarter a Smarter Planet… Planet 16
  • 17. @delphinerb 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 http://www.Facebook.com/PeopleForaSmarterPlanet 17
  • 18. @delphinerb 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 positive. • IBM's worldwide presence dominated – with active social participation from IBMers across the globe. • Key conversational themes reflected IBM’s Centennial programs demonstrating that they were understood and embraced by those engaged in social discussions worldwide. 18
  • 19. @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 19 the most common phrases appearing in messages on Twitter.
  • 20. @delphinerb 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. #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
  • 21. @delphinerb 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.” 21
  • 24. IBM Digital sales strategy Framework @delphinerb 24
  • 25. @delphinerb 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. 25
  • 26. @delphinerb Thank you   Delphine Remy-Boutang WW Digital, Social Media Marketing Manager, IBM Software my social media blog my social Media daily news IBM expert network on Slideshare " Twitter: @delphinerb Linkedin Facebook" Foursquare" Une Guideline pour les IBMers France Television guest blogger 26

Editor's Notes

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. Note: The “Global Mentions Count” is a build which includes IBM, IBM100, and #IBM100 #progress tweets. Please place in presentation mode to view.
  6. 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