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The Business Case for Nonsense: IBM Social Media Case Study  Tim Washer, IBM twitter:  @ timwasher www.facebook.com/timwasher   blog:  www.timwasher.com   Ep  1
“ I've been thinking a lot lately about taking chances, and how it's really just about overcoming your fears. Because the truth is, every time you take a big risk in your life, no matter how it ends up, you're always glad you took it.” John Dorian, M.D .
Managing Perceived Risks Gain agreement on rules  Convene bloggers, lawyers, marketing, PR IBM’s guidelines:  http://bit.ly/6Mr217 Experiment inside the firewall  Get some big wins, and promote
Approaches  Uncover most compelling stories sources: PR, marketing, clients, R&D, customer service, corporate social responsibility  Find most compelling experts/storytellers News format: recycle b-roll, expert interviews  Rely on nonsense/absurdity/humor to gain awareness Story trumps messaging  Social media is for stories, not brochures
Episode 1:  http://bit.ly/7FWtby Full Series:  http://bit.ly/8ZA5zU A Benchmark for Nonsense: “Art of the Sale” The Mainframe  Blog
ROI  Objectives:  create awareness for new mainframe value proposition  Increase mainframe awareness with college students  >250,000 views on first episode  Blog traffic increased 25x Analyst, Press, Blogger coverage  Screened at Chief Sales Officer summit, Price Waterhouse sales training, etc.
"You gotta see this video….IBM is re-positioning the mainframe as a back-to-the-future alternative. The tone of Hoey's spoof training video is in keeping with the kinder, humbler image IBM now seeks to project.” http://bit.ly/7hk9iO
http:// blogs.zdnet.com/BTL/?p =10085
“ Mad Science” series  Featuring John Cohn from Discovery Channel’s from “The Colony” Micro-forecasting  http:// bit.ly/mad_science Smart Grid  http://bit.ly/mad_science_2
IBM Smarter Planet  blog:  http:// asmarterplanet.com / YouTube:  http:// www.youtube.com/IBMSocialMedia An Exercise in Utility:  http://bit.ly/5OYZbg A Brief History of Intelligence  http://bit.ly/6e29x Foul Plea: one chicken's appeal for a smarter food system  http://bit.ly/7qJi2W Seamus McManus: Beekeeper; Father of Cloud Computing  http://bit.ly/7wVidE

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The Business Case for Nonsense: IBM Social Media

  • 1. The Business Case for Nonsense: IBM Social Media Case Study Tim Washer, IBM twitter: @ timwasher www.facebook.com/timwasher blog: www.timwasher.com Ep 1
  • 2. “ I've been thinking a lot lately about taking chances, and how it's really just about overcoming your fears. Because the truth is, every time you take a big risk in your life, no matter how it ends up, you're always glad you took it.” John Dorian, M.D .
  • 3. Managing Perceived Risks Gain agreement on rules Convene bloggers, lawyers, marketing, PR IBM’s guidelines: http://bit.ly/6Mr217 Experiment inside the firewall Get some big wins, and promote
  • 4. Approaches Uncover most compelling stories sources: PR, marketing, clients, R&D, customer service, corporate social responsibility Find most compelling experts/storytellers News format: recycle b-roll, expert interviews Rely on nonsense/absurdity/humor to gain awareness Story trumps messaging Social media is for stories, not brochures
  • 5. Episode 1: http://bit.ly/7FWtby Full Series: http://bit.ly/8ZA5zU A Benchmark for Nonsense: “Art of the Sale” The Mainframe Blog
  • 6. ROI Objectives: create awareness for new mainframe value proposition Increase mainframe awareness with college students >250,000 views on first episode Blog traffic increased 25x Analyst, Press, Blogger coverage Screened at Chief Sales Officer summit, Price Waterhouse sales training, etc.
  • 7. "You gotta see this video….IBM is re-positioning the mainframe as a back-to-the-future alternative. The tone of Hoey's spoof training video is in keeping with the kinder, humbler image IBM now seeks to project.” http://bit.ly/7hk9iO
  • 9. “ Mad Science” series Featuring John Cohn from Discovery Channel’s from “The Colony” Micro-forecasting http:// bit.ly/mad_science Smart Grid http://bit.ly/mad_science_2
  • 10. IBM Smarter Planet blog: http:// asmarterplanet.com / YouTube: http:// www.youtube.com/IBMSocialMedia An Exercise in Utility: http://bit.ly/5OYZbg A Brief History of Intelligence http://bit.ly/6e29x Foul Plea: one chicken's appeal for a smarter food system http://bit.ly/7qJi2W Seamus McManus: Beekeeper; Father of Cloud Computing http://bit.ly/7wVidE