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Ibm social business 2011 100 years leading with people

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Ibm social business 2011 100 years leading with people

  1. 1. IBM Social Business 2011 Years Leading with PeopleFriedel JonkerSoftware Client Leader, IBMjonker@de.ibm.com 1
  2. 2. IBM has a rich culture of collaboration… 2
  3. 3. … in fact, before the Internet, IBMers were using “social media” Live discussion forum on our intranet that began in 1986 3
  4. 4. Over last 100 years, the world has come to know IBM through the IBMer 4
  5. 5. The IBM brand strategy today still leads with People 5
  6. 6. 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 6
  7. 7. Employee-generated brand interactions are growing exponentially 7
  8. 8. Evangelization: Blue IQ Ambassador programWorldwide community of socialsoftware evangelists passionateabout social networkingVolunteer their time and talent toenergize and enable every IBMer tobenefit from using social software,both internally and externally 8
  9. 9. Using social media for innovation 9
  10. 10. 150,000people 46,000 ideas 10 New Businesses $100 million Invested 10
  11. 11. 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. 11
  12. 12. Using social media to surface IBMers’ expertise 12
  13. 13. Surfacing experts: On our own domains (ex: ibm.com/software) Grow IBM’s digital eminence 13
  14. 14. Surfacing experts: On third-party platforms (First ever Slideshare network) 14
  15. 15. Aggregating experts’ social activity across Web on our own domain 15
  16. 16. Surfacing experts: In our mass marketing… 16
  17. 17. Using social media to activate participation inbuilding a Smarter Planet 17
  18. 18. 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 FORhttp://www.Facebook.com/PeopleForaSmarterPlanet 18
  19. 19. social media guidelines, education, 19
  20. 20. IBM Social Computing guidelines / social enablementIBM supports open dialogue and the exchange of ideas: To learn, to contribute Be who you are Speak in the first person Use a disclaimer Respect your audience Add value Dont pick fights Be the first to respond to your own mistakes. Use your best judgment. Dont forget your day job. 20
  21. 21. Social media timeline 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, customer retention, brand brand measurements confirmed penetration and measurements Measurements: Cost per through 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 rentals – Branding - IMUs, larger using trigger marketing units, microsites – Successful tactics from – E-mail – list rentals direct results stage 1996-2003 2004-2009 2010-2015 Source: Toolbox 21
  22. 22. Willkommen zu einem intelligenten Jahrzehnt Vision 1995 Realität 2011 22
  23. 23. If you can Do what you THINK and wanted to Do. That´s Your Way !Business is People ☺ 23
  24. 24. Friedel Jonker Wilhelm-Fay-Strasse 30-34Dipl.-Kaufmann D-65936 FrankfurtSoftware Client LeaderIBM Software Group Phone (+49)-69-6645-1227 Fax (+49)-69-6645-5640 Mobile (+49)-160-9638657 Jonker@de.ibm.comMore information from IBM and me. Look at Xing, Linkedin, Youtube,Twitter, Scribd, Slideshare and Lotus Greenhouse. Selection of Companies on my Networks:Join my Networks as Philip Kotler (North.West.Uni), Manfred Krafft (WWU Münster), 3M, Ameriprise, Booz & Company, Citigroup,Thomas H. Davenport (Babson College), Peter Weill (MIT), Jeanne W. Ross (MIT), Daimler, Deutsche Bank, Deutsche Telekom,Andrea Back (St. Gallen), Jon Katzenbach (Booz), Genie Z. Laborde (I.D.E.A.),Daniel Pink, Ross Dawson (AHT) Charles Savage (KEE), Soumitra Dutta (INSEAD) Deloitte & Touchee, Ernst & Young, IBM, McKinsey,Chuck House (Stanford Uni.), Thomas Hutzschenreuter (WHU), Gunter Dueck (IBM), Nokia, O2, REWE, Samsung, Siemens, Swisscard,David Croslin and other leading Thinkers and Practitioners have already done it. TUI, Vodafone, Volkswagen and more.Business is People ☺ 24
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