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Delphine Remy-Boutang: Ako sa IBM transformovalo do sociálneho biznisu


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Delphine Remy-Boutang: Ako sa IBM transformovalo do sociálneho biznisu

  1. 1. @delphinerbHow IBM has transformed into socialbusiness 1
  2. 2. @delphinerbOver last 100 years, the world has come to know IBM through the IBMer 2
  3. 3. @delphinerbThe IBM brand strategy today still leads with the employee 3
  4. 4. @delphinerbEvolution 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, 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 4 4
  5. 5. @delphinerbEmployee-generated brand interactions are growing exponentially 5
  6. 6. @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 200,000 +•Media Library – 14 million 370,000+ downloads 6
  7. 7. @delphinerbsocial media guidelines, education, 7
  8. 8. @delphinerb IBM social media programs timeline80s-90s 2001 2003/04 2005 2006 2007 2008 2009 2010 2011 ValuesJam: Employee IBM hosts Cattail: BeeHive: Lotus BlogCentral, SocialOnline VM Launched Employees self Innovation social file Internal Connectio WikiCentral, BusinessChat Forums first all- collaborate publishing Jam for sharing social ns BlueTwit, & IBM(1980s) employee to create platform, employees, network establishe SocialBlue, tool online DogEar:Launched Values IBM clients, etc. d on w3 DogEar, launched brainstorm, social BlueTwit:online Media and Cattail all WorldJam microblogemployee BlogCentral: Library, tagging merge into Expert All- launched ging Lotus Locatorportal, w3 Fringe4: behind SocialBlu(1996) employee on Internal Connections across blogging firewall e: Internal P.O.E. intranet socialLaunched platform on social Social domainsLotus networkin network Aggregator intranet DeployedSameTime g launched developer SocialInstant Works Expert BusinessMessaging blogs on Locator Manager(1998) launched on roleLaunched ibm.comdeveloper WikiCentral launched on IBMers formWorks w3. largestCommunities employee(1999) communities on LinkedIn, Facebook, Twitter
  9. 9. @delphinerb IBM social media governance timeline Launch the Social Business @ IBM Tool Create Social Social Business Conduct Computing Management Enterprise Guidelines Council Risk 3.0 Host Social Assessment IBM SVPs Business Jam Legal Host Social Build Social Update publishes Business Intelligence Blogging Social Forum System for Guidelines Computing Social Media always-on (now called FAQs located on crisis andEmployees Social All employee IBM opportunityWrite Blogging Computing BCG Enterprise monitoring &Guidelines Guidelines) Education Risk Map workflow2005 2008 2009 2010 2011
  10. 10. @delphinerbSocial Computing Guidelines Living IBM Values in the Digital WorldIBM 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 toyour own mistakes.Use your best judgment.Dont forget your day job. 10
  11. 11. @delphinerbSocial Business enablement program 11
  12. 12. @delphinerb 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 12
  13. 13. @delphinerbUsing social media to surface IBMers’ expertise 13
  14. 14. @delphinerbSurfacing experts: In our mass marketing… 14
  15. 15. @delphinerbSurfacing experts: On our own domains Grow IBM’s digital eminence 15
  16. 16. @delphinerbAggregating experts’ social activity across Web on our own domain 16
  17. 17. @delphinerbSurfacing experts: On third-party platforms (First ever Slideshare network) 17
  18. 18. @delphinerbMove from …to helpingtelling people peopleabout experiencea Smarter a SmarterPlanet… Planet 18
  19. 19. @delphinerbIBM 100 Social Campaign exampleThe Celebration of Service social conversationCelebration of Service participants worldwide uploaded over 1500 photos on 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. 19
  20. 20. Another campaign example• Wimbledon – LHR campaign – video 20
  21. 21. Social Media measured –report Metrics @delphinerb Social Media KPI #1 Social Media KPI #2 Volume (how to measure) Share of Voice (how to measure) Virtual Informa Data tion Center Infrastr Dynami (Sun) ucture c 10% (EMC & Infrastr Next VMwa… ucture Next (IBM) Gen Gen Data Infrastr Data Center 31% ucture Center 3.0 (Accent (HP) (Cisco) ure)… 14% 4%Social Media KPI #3Sentiment (how to measure) 21
  22. 22. @delphinerbEvolution of social KPIs Objective Metric Measure Generate awareness -Traffic from social -# of clickthroughs -Reach and impressions -# of visits -# of viewers (reach by tgt audience) -# of impressions/freq of exposure Set the agenda -Volume of voice -# of keyword mentions -Social assets published -# of assets -Views of social assets -# of visits to assets -Sentiment -% positive/negative/neutral Beat the competition -Share of voice -% of mentions (versus competitors) -Sentiment -% positive versus competition -Competitive wins -TBD: Competitive wins Build advocacy -Non-IBM advocates -# of Champions recruited -Outcome of activity -# of influencers reached -Quality of social activity/influence Increase thought leadership and -IBM SMEs -# of SMEs recruited and active influence -SME social eminence -Reach, authority, respect, influence, of SMEs, competitive -Preference for IBM wins -Leads and Brand health monitor? Develop community -Network growth -Growth in # of members -Engagement -Comments, responses, likes, re-mentions, ratings -Community sentiment -Community value and SAT Transform the business -Market insights -Ideas for business transformation, product innovation, new markets, etc. Capture leads -IWM registrations -# of conversions/registrations Earn revenue -Validated lead revenue -$ from VLR and Win revenue 22
  23. 23.!Stop at 1.09 23
  24. 24. Thank you You have two choices: You can continue to lock yourself behind facile corporate words and happy talk brochures.Delphine Remy-Boutang Or you can join the@delphinerb conversationfounder & CEOthe social Social Media Blog The ClueTrain manifestoLinkedinSlideshareFacebookMy Social Media daily News 24