1. @delphinerb
Social @ IBM:
Leading with the IBMer
Delphine Remy-Boutang
Social Media Marketing Director WW , IBM Software
@delphinerb
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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
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3. @delphinerb
Over last 100 years, the world has come to know IBM through the IBMer
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4. @delphinerb
The IBM brand strategy today still leads with the employee
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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
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6. @delphinerb
Employee-generated brand interactions are growing exponentially
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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
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8. @delphinerb
Using social media for innovation
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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.
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10. @delphinerb
Using social media to surface IBMers’ expertise
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11. @delphinerb
Surfacing experts: On our own domains (ex: ibm.com/software)
Grow IBM’s digital eminence
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12. @delphinerb
Surfacing experts: On third-party platforms (First ever Slideshare network)
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13. @delphinerb
Aggregating experts’ social activity across Web on our own domain
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14. @delphinerb
Surfacing experts: In our mass marketing…
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15. @delphinerb
Using social media to activate participation in
building a Smarter Planet
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16. @delphinerb
Move from …to helping
telling people people
about experience
a Smarter a Smarter
Planet… Planet
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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
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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.
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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
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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.”
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22. @delphinerb
social media guidelines, education,
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23. @delphinerb
IBM Digital Strategy
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24. IBM Digital sales strategy Framework @delphinerb
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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.
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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
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