Social Media id Praktijk - IBM Case

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Presentation as given during Social Media in de Praktijk on October 27th, 2011 with Andrada Morar (KetchumPleon)

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Social Media id Praktijk - IBM Case

  1. 1. TRANSFORMING IBM THROUGH SOCIAL BUSINESSAndrada Morar Ronald VeltenKetchum Pleon IBMOctober 27th 2011
  2. 2. 60 MINUTE UPDATE SOCIAL MEDIA
  3. 3. Andrada Morar - Ketchum Pleon Ronald Velten - IBM BeneluxHead of Social Media Marketing, Communications & Citizenship Director
  4. 4. @AndradaMorar @ronaldvelten #SMPIBM
  5. 5. KETCHUM PLEON-SOCIALMEDIAKP loves the internet.KP has a special understanding for the online culture.KP helps their clients to join & participate to that culture.KP sees a lot of opportunities and challenges for online marketingKP is different than most other „social media‟ shops You‟ve Seen.
  6. 6. Ketchum Pleon Social MediaIdentity of the brand Imago of the brand on the web on the web
  7. 7. What KETCHUM PLEON does for their Clients• the Development of new Social Media Strategies• the Improvement of current Social Media Strategies• the Creation of campaigns highly Integrated with the Social Media culture• the Management of the online Communities• the Strength of their other agencies online activities• the Creation of compelling & share-worthy content• the Deployment of Social Media for reaching their Internal Publics• the Problem and Crisis solving activities
  8. 8. Why are we different?The Strong relationships with powerful and influential communities! We use these relationships for creating truly unique and special campaigns. Why? To bridge the gap between the brands identity & the brands image on the web.
  9. 9. + + =9
  10. 10. 16
  11. 11. “We don‟t have a choice on whether we DO social media, the question is how well we DO it.” - Erik Qualman18
  12. 12. DO YOU HAVE A SOCIAL STRATEGY
  13. 13. HOW GOOD ARE YOU AT IT
  14. 14. Harsh Truth #1Most social media strategies areno strategies but just a view ‘out of the blue’ activities.
  15. 15. Harsh Truth #2 In the social media world brands love to only take from their fansinstead of contributing something back intothe online ecosystem.
  16. 16. Harsh Truth #3 Social media users do not really need brands on the social media platforms. So what needs to be earned, like in the traditional world, are three words: Acceptance, Equality & Affinity.So what do they want from us?
  17. 17. To provide consumer value, brands need more than good insightsand experts in how to use social media tools. What they need are people who know the online communities Inside&Out
  18. 18. “It is not just about doing social media for doing it, but how you use these emerging technologies for social business” - Ronald Velten 26
  19. 19. FOUR COMPANY PROFILES OFSOCIAL MEDIA ADOPTERS
  20. 20. FOUR COMPANY PROFILES OFSOCIAL MEDIA ADOPTERSTHE IGNORENT
  21. 21. FOUR COMPANY PROFILES OFSOCIAL MEDIA ADOPTERSTHE IGNORENTTHE SCARED
  22. 22. FOUR COMPANY PROFILES OFSOCIAL MEDIA ADOPTERSTHE IGNORENTTHE SCAREDTHE AMATEURISTIC
  23. 23. FOUR COMPANY PROFILES OFSOCIAL MEDIA ADOPTERSTHE IGNORENTTHE SCAREDTHE AMATEURISTICTHE SUCCESFULL
  24. 24. Social business focussesSOCIAL on business outcomes, business models andBUSINESS management related to use of social mediaa definition technologies
  25. 25. Social Media • Networking •Corporate Branding Social • Marketing Networking • Communications •Personal Branding … Social Social Collaboration Selling • Sales•Collaboration • CRM•Integration of Social Media • …•in day 2 day business SOCIAL BUSINESS
  26. 26. Define a Social MediaStrategy
  27. 27. Brainstorm aboutlots of small, goodideas,That is better thanone big idea.
  28. 28. Communitycollaborationcreates innovationwhich leads to thebest campaigns,content& ideas.
  29. 29. On the Internet isNO Mass Audience.
  30. 30. WHAT IS IBM DOING
  31. 31. IBM IS A SOCIAL BUSINESS
  32. 32. IBM is moving itself and its clients well beyond Social Mediainto a new era of collaboration, insight sharing, and lead generationit calls Social Business. One of the notions behind employees becoming a Social Business is that yourshould be front and centre in your digital activities. Since IBM no longer sells consumer products the brand experience for IBM is anexperience with an IBMer. An experience that is increasingly happening online.
  33. 33. 25.000 378.000 198.000 IBMers actively on IBMers utilizing IBMers present at Twitter LinkedIN, including Facebook Alumni46
  34. 34. 200+ 100.000 1.000.000 IBM channels IBMers collaborating Tweets upon the launch On YouTube With 200.000 of our CMO study nonIBMers via DevelopersWorks47
  35. 35. 17.000 1.000.000 400.000Individual blogs Active page views IBMers profiled atmaintained regularly a DAY of Wikis IBM connections
  36. 36. 15.000.000 400.000 20.000.000Downloads of Regular Sametime Minutes of LotusLiveemployee generated instant messaging users, meetings, internallyvideo- and podcasts resulting in 40-50 million and externally each messages per day month49
  37. 37. We don‟t have a corporate blog or a corporate Twitter ID, because we want the „IBMers‟ in aggregate to be the corporate blog and the corporate Twitter ID. We represent our brand online the way it always has been, which is employees first. Our brand is largely shaped by the interactions that they have with customers.” Adam Christensen, social media communications, IBM Corporation
  38. 38. IBM’s social business strategyis to catalog IBMers’ expertise,manage access to them andoptimize their interactions withour constituents. By fullyenabling the digital IBMer, wecan systematically managethe way these socialinteractions connect with allrelevant parts of IBM, includingthe Demand System – andperform all of these tasks atmassive scale.
  39. 39. IBM’s social business strategyis to catalog IBMers’ expertise,manage access to them and Expert Locatoroptimize their interactions withour constituents. By fullyenabling the digital IBMer, wecan systematically managethe way these socialinteractions connect with allrelevant parts of IBM, includingthe Demand System – andperform all of these tasks atmassive scale.
  40. 40. Expert IBM’s social business strategyRelationshipManagement is to catalog IBMers’ expertise,Social Aggregator manage access to them and Expert Locator optimize their interactions with our constituents. By fully enabling the digital IBMer, we can systematically manage the way these social interactions connect with all relevant parts of IBM, including the Demand System – and perform all of these tasks at massive scale.
  41. 41. Expert IBM’s social business strategyRelationshipManagement is to catalog IBMers’ expertise,Social Aggregator manage access to them and Expert Locator optimize their interactions with our constituents. By fully enabling the digital IBMer, weSocial Business can systematically manage@ IBM the way these social interactions connect with all relevant parts of IBM, including the Demand System – and perform all of these tasks at massive scale.
  42. 42. Expert IBM’s social business strategyRelationshipManagement is to catalog IBMers’ expertise,Social Aggregator manage access to them and Expert Locator optimize their interactions with our constituents. By fully enabling the digital IBMer, weSocial Business can systematically manage@ IBM the way these social Social Business Manager interactions connect with all Social Intelligence relevant parts of IBM, including the Demand System – and perform all of these tasks at massive scale.
  43. 43. IBM Social Business Strategy Enablement 1. Expert Locator 2. Expert Relationship Management 3. Social Business @ IBM 4. Social Activation For Centennial 5. People For A Smarter Planet 6. Social Aggregator 7. Social Business Manager 8. Digital Labs 9. Social Business Council
  44. 44. Expert Locator /smarterplanetMobile app Sponsored media
  45. 45. Expert Relationship Management
  46. 46. Social Business @ IBM
  47. 47. Social Activation For Centennial
  48. 48. People For a Smarter Planet
  49. 49. Social Aggregator Social Aggregator
  50. 50. Social Business Manager Owns Listed 43 180 603 6 lists times Retweet Following s 3,058 790 420 Mentions Tweets Followers 54 Comments3,000 Videos &Clicks on whitepapers bit.lys most popular Network Manager Monitoring & Engaging Target Site List Content Activation Plan Coordinated Dialogue SMEs BUs PR / MR
  51. 51. Enabling this all via our Digital Labs Embrace ConsolidatedConstituent(s) Vision Insights Engage Energize Data iteration Outcomes iteration Optimization iteration
  52. 52. IT IS ALL ABOUT ENGAGEMENT
  53. 53. IT‟S ALL ABOUTTRANSFORMING IBM‟ers IN SOCIALBUSINESS AMBASSADORS!
  54. 54. KP for IBM - communications trainings that combine sales enablement, social media, presentation skills and personal branding. - key messaging sessions - co-development Social Media Strategies - co-creation of campaigns highly integrated with the Social Media culture - co-management of the online communities - co-creation of compelling & share-worthy content - deployment of Social Media for reaching their Internal Publics
  55. 55. (Social) Media Training Traditional Media Social Media Key Messaging Personal Branding Presentation Skills
  56. 56. The Execution
  57. 57. The Execution
  58. 58. The Results IBMers have in-dept platform knowledge and know how to collaborate with and use every type of media. IBMers are able to create hands-on messaging and know how to use media to bring their message across their target groups. IBMers know their tone of voice and how to control their body language so it can strengthen their message when talking to media. IBMers are aware of the role they should take in several situations (e.g. crisis) and know they are always seen as the spokesperson.
  59. 59. The Results IBM’s Erwin Boeren is now a brand ambassador for IBM. Starting from scratch, he’s actively participating on several social platforms. Besides, he is an active blogger and successfully pitched his posts to several online media.
  60. 60. Crisis Communication (Online) Crisis Communication Traditional Media Social Media
  61. 61. • Teams Present – External Communications – Internal Communications – Corporate Security Officers• Teams were unaware this was a Crisis Communication Exercise• Exercise was split in three parts – Briefing 1 – Setting the Stage – Briefing 2 – Set the Stage on Fire – Briefing 3 – Aftercare• Teams had 15 min only to respond on every new situation
  62. 62. The Execution
  63. 63. 79
  64. 64. Listen RETURN ON Learn ENGAGEMENT Contribute Share81
  65. 65. Some handy linksSocial @ IBMIBM Social Business Guidelinesibm.com/socialbusinessand always welcome at @ronaldvelten
  66. 66. 83

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