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Ibm Swg Social Media Marketing Delphine Remy Boutang 3rd March


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Social Networking and the Employment Relationship
One-day conference: 3rd March 2010, Central London

· How you use social media – your internal social media network
· The benefits of social media
· Key learnings: What has gone wrong? How have you rectified the problems?
· How do you monitor employee use of social media?
· Your policy/guidelines – discussion and how are these enforced?

IBM Case Study: "Guiding Your Organization Through The Social Media Landscape”
- IBM Social engagement strategy
- how we have addressed social media governance from both an internal and external perspective at IBM.
-insights on IBM’s social computing guidelines
- Education on how IBMers can successfully leverage social technologies for improved business results.
- Best practices example

Published in: Technology, Business
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Ibm Swg Social Media Marketing Delphine Remy Boutang 3rd March

  1. 1. Social Media @ IBM Social Media and the Employment Relationship 3 March 2010 - Grange Holborn Hotel – London, UK Delphine Remy-Boutang, WW Social Media Marketing Manager IBM Software Group Marketing 2.0
  2. 2. <ul><li>Social media are the forums, blogs, social networks, chat and any other media where users communicate with one another </li></ul>Social Media defined Social Commerce Participation Community Social Networks Blogs Virtual Worlds Online Communities Video and Photo Sharing Collaboration Micro Blogging Tumblelogs Social Bookmarking Sharing <ul><li>You Tube </li></ul><ul><li>SlideShare </li></ul><ul><li>Wikipedia </li></ul><ul><li>Digg </li></ul><ul><li> </li></ul><ul><li>Search tag clouds </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Second Life </li></ul><ul><li>Multiverse </li></ul><ul><li>Amazon Affiliates </li></ul><ul><li>ThisNext </li></ul><ul><li>Twitter </li></ul><ul><li>Jaiku </li></ul><ul><li>Tumblr </li></ul><ul><li>Ozimodo </li></ul>
  3. 3. <ul><li>Social media… It’s all about YOU… </li></ul>YOU can connect with anyone Anyone can connect back, help YOU , talk to you
  4. 4. IBM’s Social Media engagement Goals Our goal is to use social engagements to enhance the brand and support the brand strategy in 4 key ways
  5. 5. <ul><li>1- Deepen relationships with our constituents by designing intentional experiences </li></ul><ul><li>2- Position IBM as the agenda setter by extending our participation in conversations </li></ul><ul><li>3- Deliver IBMers and their expertise – and the depth and breadth of IBM’s global workforce </li></ul><ul><li>4 - Gain insight to inform offerings and improve constituent relationships </li></ul>Source : Adam Christensen
  6. 6. IBM recently recognized by one of the “Smartest Big Brands in Social Media
  7. 7. Different times, different ways of finding a job
  8. 8. How to people find out about jobs? Experts in their area of interest Friends Specialized magazines Communities INTERNET Phone Face to Face Offline magazines
  9. 9. Leading the transition to a smarter planet Our world is becoming INSTRUMENTED Our world is becoming INTERCONNECTED Virtually all things, processes and ways of working are becoming INTELLIGENT Social media revolution
  10. 10. Social theory of the interwebs <ul><li>Most web interactions with our brand/content aren’t on our website anymore </li></ul><ul><li>New Social rules : </li></ul><ul><ul><li>We don’t host the parties </li></ul></ul><ul><ul><li>We need to find them </li></ul></ul><ul><ul><li>We need to make nice </li></ul></ul><ul><ul><li>We need to invite people back to ours </li></ul></ul>“ Humans are social beings, they like to share things, talk together and technology lets them do it on an unprecedented level” Ken Mandel. Regional MD, Yahoo! South East Asia
  11. 11. OK, but how do we reach all these people candidates talk to? Or candidates themselves? Web 2.0 makes social media “digital” conversations possible Enables Ideas to Easily Spread and Evolve “ I went to an interview @Ford today and it was so cool. Much better than I imagined  ”, viaTwitter <ul><li>Technology </li></ul><ul><li>Infrastructure </li></ul><ul><li>Process </li></ul><ul><li>Opinions </li></ul><ul><li>Discussion </li></ul><ul><li>Content </li></ul>The “network” Continuous dialogue Social Media web-enables word of mouth… the most powerful kind of marketing
  12. 12. Social Media Changes Recruitment to a Conversation <ul><li>Candidates comment on your blogs </li></ul><ul><li>They talk about bad and good experiences </li></ul><ul><li>They look for jobs </li></ul><ul><li>They create “hate” sites if they really don’t like your company </li></ul><ul><li>They look for “cool” companies and employees (who blog about jobs, spread the word about vacancies, talk open to the candidates and are NOT afraid to answer a question publicly) </li></ul>Web 1.0 users were consumers Web 2.0 users are participants People find out about jobs via social networks, experts’ or friends’ blogs or twitter. Don’t think everyone is visiting your internet page to check for jobs: bring people to it ! Trying to “control” the conversation will be counterproductive and potentially harmful
  13. 13. Web 2.0 Is Not Just a B2C Phenomenon; IT Professionals Participate in Social Media for Work Related Purposes Over 90% of the technology prospects go online to find information before a purchase decision Peer opinions matter the most in the technology buying process. (Source Forrester) 40% of B2B buyers are advocates (Source: Zuberance) 70 % of IT professionals actively participate in work-related online communities. (Source: e-Marketer) This is not about B2B or B2C anymore Welcome to the C2C era
  14. 14. IBM Social Media Landscape Public spaces Firewall Intranet Internet / world Clients Partners Experts <ul><li>Employees </li></ul><ul><li>Find and qualify </li></ul><ul><li>Know, contribute network </li></ul><ul><li>Discover information </li></ul><ul><li>Develop trust, credibility </li></ul>Social search <ul><li>Clients and Partners </li></ul><ul><li>Find and qualify </li></ul><ul><li>Know, contribute, network </li></ul><ul><li>Discover information </li></ul><ul><li>Develop trust, credibility </li></ul>Blue 2.0 i/e Profiles Public Conversations Communities and Teams Meetings Business Processes Experts Experts Source: Jennette Browning, IBM <ul><li>Become more competitive </li></ul><ul><li>Build trust </li></ul><ul><li>Gain more insight faster by going where my customers are communicating </li></ul><ul><li>Better team collaboration </li></ul><ul><li>Faster communication </li></ul><ul><li>Create new customer relationships </li></ul><ul><li>Grow existing customer relationships </li></ul><ul><li>Better connect to target audience </li></ul><ul><li>Grow my reputation internally </li></ul><ul><li>Grow my reputation externally </li></ul>
  15. 15. <ul><li>IBM Case Study: Leveraging Social Software Internally </li></ul><ul><ul><ul><ul><ul><li>Social networking as a great way to improve productivity and effectiveness , </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>especially in today's business environment where it's estimated that employees </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>spend 25% of their time looking for information, and 42% of employees use the </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>wrong information to make decisions... ouch! </li></ul></ul></ul></ul></ul>( IBM Smarter Work )
  16. 16. BlueIQ: Driving Social Software Adoption at IBM BlueIQ: Driving Social Software Adoption at IBM -Improve the productivity of IBM SWG client facing individuals and teams - Establish IBM as the showcase for the business benefits of social software
  17. 17. IBM Social Software Adoption: Total Users 369,700 (57% outside the US) 96,600 215,400 19,600 11,200 64,400 57,800 (60% outside the US) 72,844 (33% outside US) 88,300 591,583 profiles 5,000 Lotus Connections (on Technology Adoption Program) Source : Maria Arbusto Quickr
  18. 18. BlueIQ: Internal Impact of Social Collaboration *Source: IBM Community of Practice Business Impact Survey completed by approximately 2,300 respondents. <ul><ul><li>87% of IBMers collaborating with others using social software increase skills </li></ul></ul><ul><ul><li>84% access experts quicker </li></ul></ul><ul><ul><li>74% increase their productivity </li></ul></ul><ul><ul><li>64% improve personal reputation </li></ul></ul>
  19. 19. <ul><li>IBM Case Study: Leveraging Social Media externally </li></ul>“ Social networking is expected to have generated $4.8B in revenue by 2012 for IBM.” (IBM Horizon Watch )
  20. 20. Social Media Outside the IBM Firewall examples 378,000+ (*including Alumni) 39,000+ users, 500+ IBM groups (65% outside the US) 80+ accounts using “IBM” in the name (25% from outside the US) – over 3,000 IBMers on Twitter 200+ IBM channels 75,000+ 100,000 IBMers collaborating with 200,000 non-IBMers 166 communities, 200+ blogs, 5000+ profiles Source : Maria Arbusto (including Alumni)
  21. 21. <ul><li>7/Maintain the relationship </li></ul>2/Listen to your audience 3/ WHO: Target your audience Understand digital behaviors Develop social media map Identify needed experts 4/ WHERE: Environment WHAT: Experience Select appropriate social media networks, tools, and content 5/ HOW: Deployment: Empower Consumer advocacy (Participation) Identify available/required assets And resources for participation in the most relevant conversations. Train the experts 6/RESULTS: Measure those things that will best help you determine the impact of your involvement and participation 1/ WHY: Establish your core business objectives Social Media Marketing at IBM: 7 Key Steps Source : Todd Watson and Delphine Remy-Boutang
  22. 22. IBM Social Media Marketing Enablement <ul><li>IBM provides a variety of education and enablement materials for social media marketing, including: </li></ul><ul><ul><li>Education sessions to share social media marketing best practices, techniques, and technologies. </li></ul></ul><ul><ul><li>Social media marketing “best practices” and out-of-the-box campaign methodology. </li></ul></ul><ul><ul><li>Blue IQ Community </li></ul></ul><ul><ul><li>IBM SMM Community </li></ul></ul><ul><li>Super Social Women Badge </li></ul><ul><li>Social Media Marketer Merit badge </li></ul><ul><ul><li>IBM SMM Summit New York June 09 </li></ul></ul><ul><li>Review presentations (charts and audio recordings) from 2009 Social Media Summit </li></ul>
  23. 23. IBM Social Media Program Office: Mission <ul><li>Gap </li></ul><ul><ul><li>Global Marketing and Communications teams driving IBM’s nascent social media programs agree greater cross-IBM coordination and metrics, and principles would greatly accelerate efficient implementation of their social media marketing programs </li></ul></ul><ul><li>Social Media Program Office </li></ul><ul><ul><li>Provide social strategy guidance and aid IBM’s social media marketing programs via new cross-IBM functionality </li></ul></ul><ul><ul><li>Capture potential revenue opportunities and reduce costs/resources required to execute social media programs, ensuring they are carried out consistently and successfully in accordance with IBM business strategies </li></ul></ul>“ Social media requires a community management model where leadership is distributed, all participants have voice, and employees and/or customers feel they can initiate change.” – IDC #socialbiz
  24. 24. Getting started <ul><li>Who needs to be involved? </li></ul><ul><li>HR professionals need to start using social media and let people know about good reason for working at IBM </li></ul><ul><li>HR can work with Comms in identifying IBMers who are very active in social media (blog, twitter, etc) willing to share their experiences and promote IBM on their sites </li></ul><ul><li>HR needs to engage itself in conversations in IT blogs, forums, etc and ANSWER questions </li></ul>Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
  25. 25. Getting started: example of tools that I can use and how? <ul><li>Social networks </li></ul><ul><li>Create an account in Facebook, Linked.In or XING </li></ul><ul><li>Use your account for delivering messages to your network, create and join groups and create events . </li></ul><ul><li>Add your company’s JOBS page to “My page” or “My links” </li></ul><ul><li>Spread the word about openings </li></ul><ul><li>Create events supporting real job fairs or virtual fairs you are organizing (allow people to enroll and ask questions about it online) </li></ul><ul><li>Discuss about your company with your direct network. Use a friendly but professional style, otherwise people may leave your network! </li></ul>Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
  26. 26. Example: Using Facebook for promoting recruitment events Searching for “IBM events” returns over 500 results on Facebook <ul><li>People can: </li></ul><ul><li>RSVP for an event </li></ul><ul><li>add comments </li></ul><ul><li>find out details </li></ul><ul><li>share it with their network (e.g. friends looking for jobs) </li></ul><ul><li>Use it when: </li></ul><ul><li>you plan a local job fair </li></ul><ul><li>Organize an university event </li></ul><ul><li>etc </li></ul>Source: Silvia Mhailescu, IBM Communications - BlueIQ Ambassador
  27. 27. Connect to the Greater IBM network and share jobs through it! <ul><li>Grew from 400 members to 25,000 in 2007 </li></ul><ul><ul><li>13K alumni registered around the world </li></ul></ul>Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
  28. 28. Getting started: What tools can I use and how? <ul><li>Blogs </li></ul><ul><li>Comment on industry experts ’ blogs about working at IBM </li></ul><ul><li>Create blogs about HR specific topics and news on hiring or talent management and allow candidates to find you (yes, blogs, videos, tweets and more improve your google search results!) </li></ul><ul><li>you can use the platforms below: blogger, wordpress </li></ul><ul><li>Ask IBMers to blog about their experience on working at IBM </li></ul>Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
  29. 29. Blogs By IBMers: By Industry Experts: Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
  30. 30. Tweet about openings at IBM <ul><li> is a rapidly growing environment for sharing fast news, opinions, etc in max 140 characters </li></ul><ul><li>HR can use for example the @IBMjobsRussia account to post news about jobs in IBM Russia, link to GOM, allow candidates to FOLLOW the user and ask questions, share the news, ask questions about working at IBM etc. </li></ul><ul><li>HR can create public profiles, link to IBM Openings in the WEB section and start following IT specialists or targeted candidates groups (eg. ITcommunityRussia) </li></ul><ul><li>Use #channelname to add news to your channel and @username to send a comment to a user </li></ul>Example on how UK HR uses twitter: @ibmukcareers Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
  31. 31. Example Using twitter: search results for jobs for programmers Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
  32. 32. Linked.In + HR = Best Friends Forever ! <ul><li>LinkedIn has a 40+ million network of professionals </li></ul><ul><li>from over 150 countries. </li></ul><ul><li>How do I use it as a recruitment tool? </li></ul><ul><li>You create a profile, invite connections, build </li></ul><ul><li>your network and search candidates - rather like </li></ul><ul><li>networking in person but with greater coverage.   </li></ul>Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador Linked-in, Join the conversation
  33. 33. Grow your network and have access to 1st and 2nd degree connections. Include the link to your local career site : NOT Update your profile with what you are working on: ‘ Looking for an Alliance Business Dev Manager based in Prague’ Build up your recommendations Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
  34. 34. 1. Posting jobs on groups 2. Posting relevant discussion items (ie: new SAP Competence Center in IBM Poland) Groups on Linked-in Note : Do not use the ‘Discussions’ section to advertise jobs, always use the ‘Jobs’ section otherwise you may be banned from the group. Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
  35. 35. USE TWITTER to feed LINKED.IN and FACEBOOK ;-) You can choose which LinkedIn status updates you share with Twitter, as well as which tweets are displayed as your LinkedIn status. Use #in or #li to share posts from Twitter to your LinkedIn status. Check the Twitter box to publish your Linkedin update to Twitter. Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
  36. 36. Interact with candidates <ul><li>Use Dialog Boxes on job openings’ page: HR specialists could offer advices in an interactive way (see example below on how you can find out more about a software product in Germany) </li></ul>Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
  37. 37. YOUTUBE <ul><li>Use Youtube in 2 ways: </li></ul><ul><li>Promote existing videos from IBM –Research, Advertising, etc (search for IBM) </li></ul><ul><li>Create your own content like </li></ul><ul><ul><li>Interviews with your HR Leader on Career@IBM </li></ul></ul><ul><ul><li>Employees talking about their job@IBM (eg java programmer, consultant etc) </li></ul></ul><ul><ul><li>Newhires reporting their first 3 months @IBM through weekly reports- 2mins </li></ul></ul><ul><ul><li>And more … </li></ul></ul>Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
  38. 38. Getting started: What tools can I use and how? <ul><li>Virtual worlds </li></ul><ul><li>One of the most popular platform for organizing virtual recruitment, university or alumni events is Second Life ( </li></ul>IBM has various locations (islands) in Second Life and some dedicated to recruitment like UNIVERSITY RELATIONS island or IBM Brno island (see pic on the right) You can plan when to organize an event, what you want to use (projecting a presentation , allowing participants’ avatars to take a survey , find openings) give virtual t-shirts and other give-aways to participants and much much more. <ul><li>Major advantages: </li></ul><ul><li>IT candidates enjoy experiences in a high tech environment </li></ul><ul><li>Cheaper than a real event </li></ul><ul><li>Fun and exciting </li></ul><ul><li>Can involve people from various locations both from IBM or externally! </li></ul>Want to run a recruitment event in SL? contact Silvia Mihailescu, Maria Izabel Vinha Vieira or Robi Brunner Source: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
  39. 39. Example of what other IT providers do in Social Media for HR
  40. 40. <ul><li>Be who you are </li></ul><ul><li>Speak in the first person </li></ul><ul><li>Use a disclaimer </li></ul><ul><li>Respect your audience </li></ul><ul><li>Add value </li></ul><ul><li>Don't pick fights </li></ul><ul><li>Be the first to respond to your own mistakes. </li></ul><ul><li>Use your best judgment. </li></ul><ul><li>Don't forget your day job. </li></ul>Social Media Conduct at IBM: Built on Employee Trust <ul><li>- IBM supports open dialogue and the exchange of ideas </li></ul><ul><li>Responsible engagement in innovation and dialogue </li></ul><ul><li>To learn, to contribute (source: Adam Christensen) </li></ul>‘ In the social media, the IBM employee is the brand’
  41. 41. Social Computing Guidelines-Executive Summary <ul><li>Know and follow IBM’s Business Conduct Guidelines . </li></ul><ul><li>IBMers are personally responsible for the content they publish on blogs, wikis or any other form of user-generated media. Be mindful that what you publish will be public for a long time – protect your privacy. </li></ul><ul><li>Identify yourself – name and, when relevant, role at IBM – when you discuss IBM or IBM-related matters. And write in the first person. You must make it clear that you are speaking for yourself and not on behalf of IBM. </li></ul><ul><li>If you publish content to any website outside of IBM and it has something to do with work you do or subjects associated with IBM, use a disclaimer such as this: &quot;The postings on this site are my own and don’t necessarily represent IBM’s positions, strategies or opinions.&quot; </li></ul><ul><li>Respect copyright, fair use and financial disclosure laws. </li></ul><ul><li>Don’t provide IBM’s or another’s confidential or other proprietary information. Ask permission to publish or report on conversations that are meant to be private or internal to IBM. </li></ul><ul><li>Don’t cite or reference clients, partners or suppliers without their approval. When you do make a reference, where possible link back to the source. </li></ul><ul><li>Respect your audience. Don’t use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be acceptable in IBM’s workplace. You should also show proper consideration for others’ privacy and for topics that may be considered objectionable or inflammatory - such as politics and religion. </li></ul><ul><li>Find out who else is blogging or publishing on the topic, and cite them. </li></ul><ul><li>Be aware of your association with IBM in online social networks. If you identify yourself as an IBMer, ensure your profile and related content is consistent with how you wish to present yourself with colleagues and clients. </li></ul><ul><li>Don’t pick fights, be the first to correct your own mistakes, and don’t alter previous posts without indicating that you have done so. </li></ul><ul><li>Try to add value. Provide worthwhile information and perspective. IBM’s brand is best represented by its people and what you publish may reflect on IBM’s brand. </li></ul>
  42. 43. <ul><li>And remember: </li></ul><ul><li>1. Get to know your audience…online </li></ul><ul><li>2- Participate in the Social web </li></ul><ul><li>3- Map requirements to relationship lifecycle objectives </li></ul><ul><li>4- Just because you “can” doesn’t mean you “should” </li></ul>So are you ready For Social Media? The 6 rules of Social Media 1. Listen 2. Manage your brand reputation above all 3. Be real, authentic, be candid, be YOU (People want to connect with real people) 4. Be patient. Let things grow organically 5. Give To Get 6. Social media is about interaction & building relationship: It’s about joining the conversation Social Computing Guidelines
  43. 44. Still Thinking Social Media is Only For Generation Y?
  44. 45. “ You have two choices. You can continue to lock yourself behind facile corporate words and happy talk brochures. Or you can join the conversation.” Delphine Remy-Boutang, WW Social Media Marketing Manager IBM Software Group Marketing 2.0 Twitter: @delphrb Thank You! Think Again
  45. 46. Acknowledgement and links <ul><li> Business Conduct Guidelines </li></ul><ul><li> Social Computing Guidelines </li></ul><ul><li>Gina Poole, IBM goes to work , Gina Poole’s video </li></ul><ul><li>The Impact of Corporate Culture on Social Media </li></ul><ul><li>The social media experiment is over. Now it's time to extract value. </li></ul><ul><li>Jon Iwata's interview on You Tube </li></ul><ul><li>HR slides were sourced by Silvia Mhailescu, IBM Communications - BlueIQ Ambassador </li></ul>Social Media directory