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Social Business @ IBMEthan McCarty@ethanmcc1                       © 2011 IBM Corporation
These two items have the same volume, but which has more surface    area – the consistent, large sphere or the diverse lit...
*r = the radius of the sphere3                                   © 2011 IBM Corporation
The marbles have about 300%* more surfacearea.                       *I asked a friend who’s a math whiz.4                ...
Is IBM’s digital experience true to its brand?5                                                © 2011 IBM Corporation
From:                         To:Enable the IBMer.             Enable the expert in the context of ourExperiments with con...
We basically have two modes as a social marketers andcommunicators1.Individual professionals2.Branded social channels7    ...
An intentional social enablement ecosystem                                         IBM Select                        100’s...
IBM Social Computing Guidelines • Written collaboratively with   IBMers in 2006 • Provides both permission   and direction...
Digital IBMer Hub     Not every IBMer is familiar with     social media.     We’ve created training &     guidelines on a ...
Connections at IBMExample profile andapps (me)11                    © 2011 IBM Corporation
IBM’s social strategy is driven by IBM’s biggest asset – the IBMer. Favorable Selling Environment                         ...
The IBM SME Progress Report measures metrics that matter.                     KPIs                KPI Definitions         ...
MISCELLANEOUSSMEs drive superior conversion results vs. other drive-to-Web tacticsSME bloggers are the 4thmost effective m...
We basically have two modes as a social marketers1.Individual professionals2.Branded social channels15                    ...
Let’s play a game      Official…or what?!?!16                    © 2011 IBM Corporation
Official or What?                        ! ! !                      AT                    H                   W17         ...
Official or What?             ial!         ffic     O18                   © 2011 IBM Corporation
Official or What?               ial!           ffic      O19                       © 2011 IBM Corporation
Official or What?                         ! ! !                       AT                     H                    W20     ...
Applied to newaccounts and a existingaccounts:•Non-compliant IDscontacted to bring tostandards and fakesremoved.•On new pl...
voices/Inventory: +3,000 IBM social brand accounts identified 22                      © 2011 IBM Corporation
23   © 2011 IBM Corporation
24   © 2011 IBM Corporation
The voice of the individual and that of the brandcombined…. 25                                       © 2011 IBM Corporation
voices/ initial vision                                     ibm.com                                     /Voices            ...
http://www.ibm.com/community/IBM 27                                   © 2011 IBM Corporation
28   © 2011 IBM Corporation
29   © 2011 IBM Corporation
So that’s some of what we’re doing…a couple parting thoughts:Start with a business objective – for us, it’s all about meet...
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Social Business @ IBM

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Some thoughts about b2b social business/social media that I shared at Ragan's conference on digital communications in November of 2012.

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Social Business @ IBM

  1. 1. Social Business @ IBMEthan McCarty@ethanmcc1 © 2011 IBM Corporation
  2. 2. These two items have the same volume, but which has more surface area – the consistent, large sphere or the diverse little spheres?2 © 2011 IBM Corporation
  3. 3. *r = the radius of the sphere3 © 2011 IBM Corporation
  4. 4. The marbles have about 300%* more surfacearea. *I asked a friend who’s a math whiz.4 © 2011 IBM Corporation
  5. 5. Is IBM’s digital experience true to its brand?5 © 2011 IBM Corporation
  6. 6. From: To:Enable the IBMer. Enable the expert in the context of ourExperiments with content on go-to-market programs. platforms . Optimize engagement across owned and earned social platforms toPublish broadcast content. create shared belief with IBM experts and strategic constituencies.* Map social content and interactions optimize progression through the demand cycle.6 © 2011 IBM Corporation
  7. 7. We basically have two modes as a social marketers andcommunicators1.Individual professionals2.Branded social channels7 © 2011 IBM Corporation
  8. 8. An intentional social enablement ecosystem IBM Select 100’s High touch, high value/potential SMEsSocial Strategic, tactical external placementBusinessManager Forward Thinker Program (formerly Expertise Locator) 10s of Intermediate touch, high value SME’s 1,000’s Scalable service to surface expertise externally (on and off .com domain) and internally (w3) based on needs of the business Digital IBMer Hub (formerly SB@IBM) Low touch, high volume core enablement, education and across IBM 100s of Digital Program channel enablement 1,000’s Self-serve surfacing and engagement Guidelines and Policy8 © 2011 IBM Corporation
  9. 9. IBM Social Computing Guidelines • Written collaboratively with IBMers in 2006 • Provides both permission and direction • Clarifies roles for employees http://ibm.co/yW8Jbh9 © 2011 IBM Corporation
  10. 10. Digital IBMer Hub Not every IBMer is familiar with social media. We’ve created training & guidelines on a range of topics – from Connections to social media basics to cybersecurity – as well as a recommendation engine, rewards & tracking, and strategic, sharable content.10 © 2011 IBM Corporation
  11. 11. Connections at IBMExample profile andapps (me)11 © 2011 IBM Corporation
  12. 12. IBM’s social strategy is driven by IBM’s biggest asset – the IBMer. Favorable Selling Environment Social Business Program Effectiveness Market Interest Mindshare Social Program Readiness IBM SMEs and Social Properties @• Market term volume • Share of IBM • Social Strategy / Marketing Plan • Reach • Reach in online conversations  in online conversations  Created based on social media • Engagement research and GTM strategy & plan • Engagement  by segment  in online searches • Amplification  reviewed with management • Amplification  by theme  in influencers’ messages • Improved connectedness and • Full-time Social Program Manager assigned engagement with key influencers • Improved connectedness and in online searches • IBM placement in engagement with key influencers organic search results • SMEs identified and recruited • Keyword frequency for market terms • Keyword frequency • SMEs’ social sites + IBM branded social sites • Hashtag frequency • Hashtag frequency  established, maintained and active • Inbound links to IBM assets Measure market • Inbound links to IBM assets  compliant with IBM Social Brand • Clicks on links to IBM assets language used in online buzz Guidelines • Clicks on links to IBM assets • Optimization of inbound links and searches • Business goals and baseline measurement set • Optimization of inbound links • Improved level of engagement Measure IBM inclusion • Collaboration process in place • Improved level of engagement in online discussions • Improved efficiency of content and searches that use  to apply social insights and KPIs shared • Improved efficiency of content shared the market language  to share marketing plans, messages • • Conversion Conversion and materials with SMEs 12  to promote SMEs’ + their social sites © 2011 IBM Corporation12
  13. 13. The IBM SME Progress Report measures metrics that matter. KPIs KPI Definitions Metrics Subscriptions Visitors Individuals online who have opted Visits Reach into SME communications Search Rank Connections Followers Views Likes Marketplace interactions with Comments Engagement content published by SMEs Likes Comments @mentions SME Clicks Eminence Shares Marketplace sharing and Amplification redistribution of SME content Inbound Links Retweets To be defined per the business objective / need. An example would Conversion be registrations on ibm.com yielded Registrations from SME social accounts 1313 © 2011 IBM Corporation
  14. 14. MISCELLANEOUSSMEs drive superior conversion results vs. other drive-to-Web tacticsSME bloggers are the 4thmost effective marketing 34% SME tactic vs 14% All tacticstactic out of 3000+ in termsof conversion rate Completed Registrations (Form Completion Rate) #4 SME tacticIn July and August 2012,SMEs drove 6K visits toibm.com Initiated Registrations (e.g., white paper downloads, event registrations, product demos, etc) #12 SME tactic(1 of 133 tactics whichdrove 5K+ visits toibm.com) Tactics driving >5k visits+ 511 visits or 9% of 6K 133 All tacticsinitiated registrations onibm.com Marketing Tactics to+ 173 or 3% of 6,000 drive site traffic 3000+ All tacticscompleted registrations 1414 © 2011 IBM Corporation
  15. 15. We basically have two modes as a social marketers1.Individual professionals2.Branded social channels15 © 2011 IBM Corporation
  16. 16. Let’s play a game  Official…or what?!?!16 © 2011 IBM Corporation
  17. 17. Official or What? ! ! ! AT H W17 © 2011 IBM Corporation
  18. 18. Official or What? ial! ffic O18 © 2011 IBM Corporation
  19. 19. Official or What? ial! ffic O19 © 2011 IBM Corporation
  20. 20. Official or What? ! ! ! AT H W20 © 2011 IBM Corporation
  21. 21. Applied to newaccounts and a existingaccounts:•Non-compliant IDscontacted to bring tostandards and fakesremoved.•On new platforms, likeGoogle+, Pinterest etc wecan halt or slow unofficial,non- compliant accounts 21 © 2011 IBM Corporation
  22. 22. voices/Inventory: +3,000 IBM social brand accounts identified 22 © 2011 IBM Corporation
  23. 23. 23 © 2011 IBM Corporation
  24. 24. 24 © 2011 IBM Corporation
  25. 25. The voice of the individual and that of the brandcombined…. 25 © 2011 IBM Corporation
  26. 26. voices/ initial vision ibm.com /Voices Curation / Administration Registration Validation & Permission IBM Brand Training EL Enroll Select Paid stimulates SBM SBM SBM SBM Owned & Earned Digital IBMer Hub Digital IBMer Hub SBM SBM SBM SBM SBM SBM 26 © 2011 IBM Corporation
  27. 27. http://www.ibm.com/community/IBM 27 © 2011 IBM Corporation
  28. 28. 28 © 2011 IBM Corporation
  29. 29. 29 © 2011 IBM Corporation
  30. 30. So that’s some of what we’re doing…a couple parting thoughts:Start with a business objective – for us, it’s all about meeting our 2015earnings/share roadmap and advocating for building a smarter planetPush against open doors – for us that meant starting with internalconstituencies who already motivated to use social stuff (like ourDistinguished Engineers and Inside Sales teams etc) and partnering withpeople who were already interestedTry to think of social business as more than social media – for us thatmeant defining the kinds of things we thought social could apply to and nowwe are chipping awayCultivate an attitude of impatience + glacial persistence-- we are at the beginning of a new era, change will come in fits and starts,but when you look at it over a long time it will seem seismic. Connect with me: @ethanmcc www.ethanmccarty.com30 © 2011 IBM Corporation

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