The document summarizes IBM's use of social media for marketing purposes. It discusses IBM's goals in using social media to gain insights, increase conversations about IBM, build advocacy, and empower social media strategies worldwide. It provides examples of how IBM listens to customers, integrates social conversations on its website, creates and aggregates social content, and makes IBM experts visible online. It also outlines a maturity model for applying the "4Ps" (People, Processes, Platforms, Policies) across IBM to enable social engagement at tactical, adoptive and transformative levels.
Digital Branding Strategy (Part 2) - Why Branding is So ImportantSaiful Islam
In the second part of Digital Branding Strategy presentation, we will learn on why branding is play significant role. Also explained about basic concept of branding and the fundamental of brain learning process.
Think Big, Plan Small: How to Use Continual PlanningJohanna Rothman
Many agile teams attempt to plan for an entire quarter at a time. Something changes—a better product opportunity, or a product development problem—and the quarter’s plan is not just at risk. That plan is now impossible. Instead of quarterly planning, consider continual planning. Continual planning allows a project or a program to use small deliverables to plan for the near future and rolling waves to replan often to deliver the most value.
Digital Branding Strategy (Part 2) - Why Branding is So ImportantSaiful Islam
In the second part of Digital Branding Strategy presentation, we will learn on why branding is play significant role. Also explained about basic concept of branding and the fundamental of brain learning process.
Think Big, Plan Small: How to Use Continual PlanningJohanna Rothman
Many agile teams attempt to plan for an entire quarter at a time. Something changes—a better product opportunity, or a product development problem—and the quarter’s plan is not just at risk. That plan is now impossible. Instead of quarterly planning, consider continual planning. Continual planning allows a project or a program to use small deliverables to plan for the near future and rolling waves to replan often to deliver the most value.
Tendensdagen 2011 Kevin Lane Keller - Proven marketing strategies in challeng...Sveriges Marknadsförbund
Proven marketing strategies in challenging marketing conditions
Marknadsföringsområdet har genomgått enorma förändringar under de senaste åren och här berättar Keller hur man hittar balans mellan klassiska kommersiella metoder och dagens nya angreppssätt, och om hur man kan skapa starka varumärken, lojalitet och ROI i dagens konkurrensutsatta, utmanande och konstant föränderliga digitala värld.
Kellers bok Strategic Brand Management har hyllats som ”the bible for branding” och han är numera medförfattare till Kotlers Marketing Management, tidernas mest sålda introduktionsbok i marknadsföring. K L Keller är en mycket uppskattad talare världen över och har erfarenhet från framgångsrika varumärken och företag såsom bl a American Express, Disney, Ford, Intel, Goodyear, Kodak, Nordstrom, Shell, Starbucks och Unilever.
How to Build an Awesome Product Strategy
(even if it's not your job!)
Learn the 4 steps to create a great product strategy to solve the right problems for your business and its customers!
Lean Software Startup: Customer Development (lecture)Joni Salminen
Lecture at the University of Turku
Topic: Customer development - an introduction
20th January, 2016
Customer development is a form of market research for startups.
It talks about small part of brand equity - brand positioning statement of Coca-Cola. Hope to brings some meaningful lessons or slide presentation for you.
Product Management 101: Techniques for SuccessMatterport
This is a snapshot from a living document. To see the current document, please go to https://goo.gl/yFFrml.
Topics covered include:
- Resources
- General Overview
- The Role of Product Management
- Characteristics of Great Project and Product Managers
- Problem Space and Solution Space
- Customer Personas
- User Stories
- Product Documentation
- Agile Product Development
- Succeeding with Agile from The Lean Playbook
- Analytics, Customer Engagement, & Monetization
- Pricing Strategies
- Overall Leadership and Organizational Development
- Final Guidelines and Recommendations
The Product Owner and the Product Manager, are they a single role? a single person?
Find out what people like Dean Leffingwell, Henrik Kniberg, Craig Larman, Bas Vodde, Roman Pichler and Marty Cagan have to say about this
Product Managers are the visionaries for both identifying solutions, and innovating for the next big thing. But how does one jump from “I have an idea” to “go live”? There’s lots in between.
By putting you in real-world scenarios, this deck was created for a Hearst-wide division workshop that helped various teams through how they can break down their idea into actionable next steps by borrowing agile methodologies.
A creative brief is a strategic plan -a kind of map- that both the client and the design firm or advertising agency agree upon, a written document outlining and strategizing a design project.
Stephen King, JWT Planning Guide, March 1974Lucio Ribeiro
I recently came across a great place to start. A guide to marketing written in 1974 that, incredibly, is just as fresh, vibrant and applicable in 2018.
Stephen King is the godfather of modern strategic planning, or ‘account planning’ as it was referred to then. This guide was created to help others in ’70s JWT understand the process of marketing and brand building. The document was typed out and photocopied, and has resurfaced in the last few years.
It’s eerily accurate and still incredibly applicable to the modern problems brands face.
The Dictionary of Brand by Marty NeumeierLiquid Agency
The Dictionary of Brand: Sponsored by Google. Written by Marty Neumeier. Designed by Liquid.
Before Google came on the scene, advertising was little more than one-way communication—companies talking “at” their customers instead of “with” their customers. But thanks to web communications, customers can now “talk back” to companies, turning brand-building into job one for all competitive businesses. Google recently established BrandLab, an innovative workshop-based program and collaborative center dedicated to helping brands get the most out of the web through education, inspiration, and hands-on practice. One of BrandLab’s first acts was to publish The Dictionary of Brand. Google asked Liquid to write and design this groundbreaking book—no easy task in a world where definitions are evolving daily.
Sponsored by Google. Designed in Silicon Valley by Liquid.
Liquid’s Director of Transformation, Marty Neumeier, has written several definitive books on brand strategy, including The Brand Gap, Zag, and The Designful Company. Now he’s written an exciting reference that is destined to join these titles on every brand-builder’s desk: The Dictionary of Brand. The new book—commissioned by Google—is a “relational” glossary containing 500 interconnected terms in brand strategy, advertising, design, innovation, and management. As part of their curriculum to help companies build their brands and connect with global customers, Google BrandLab provides copies of The Dictionary of Brand to every agency and client it collaborates with—a roster that includes companies such as Capital One, Coca-Cola, and Toyota.
Why a dictionary?
Brands are increasingly built by specialists, and specialists can only succeed through collaboration, which depends on a common language. The Dictionary of Brand is the first step in creating a “linguistic foundation”—a set of terms that allow specialists from different disciplines to work together in a larger community of practice. Although many of the terms are widely used by brand specialists, some haven’t yet appeared in other dictionaries. There are no copyright restrictions on republishing any these definitions word for word; all that’s needed is a credit line.
Want a copy, here you go!
As Marty Neumeier says, “Brand is the most powerful business tool since the spreadsheet.” Since we are in the business of helping companies build brand values, we are making The Brand Dictionary—otherwise available only to BrandLab participants—available free online as a SlideShare document. Download your copy of The Brand Dictionary and begin redefining the ways we speak and think about brand experience.
Business Model Innovation Framework PowerPoint Presentation Slides SlideTeam
Use Business Model Innovation Framework PowerPoint Presentation Slides to help you develop new and unique concepts for the betterment of the business. Improve existing products and the process of delivering the same to the consumers using business model innovation PPT templates. Get new ideas and a plan to implement those unique ideas with the help of professionally designed ready-to-use business model innovation Framework PowerPoint slideshow. Turn your company towards to business model innovation Framework to stay competitive and stimulate business growth. Include business model innovation PPT slides to align IT with business objectives to successfully attain your goal and to improve processes throughout the organization. Escalate business model innovation success, identify ways to use new and existing technology using ready-to-use business model innovation PowerPoint slides. This content-ready deck on business model innovation covers topics like business model innovation framework, business model innovation segments, approaches to business model innovation, strategy of business model innovation, and more. Get your hands on this ready-made business model innovation complete PowerPoint presentation and either improve the existing business model or create a better one to satisfy the needs of the customers. Our Business Model Innovation Framework Powerpoint Presentation Slides are like Father Christmas. They ensure you get the gifts you desire.
The report was prepared to identify the core problems of aggressive or viral marketing done by a premium icecream brand called Bellissimo and to come up with recommendations to rebrand the strategy.
Where social media is today. Where it's headed. What is HOLDING brands/biz back. Includes a social media maturity framework for digital strategists.
If you download - please add a comment.
Laurie Dillon-Schalk's keynote for IBM's Retail Fall Showcase on Nov. 2nd, 2011
Jane Marsh's powerpoint presentation from the June 27 webinar from People Management magazine – People power: Sourcing brilliant ideas using social media.
Watch the webinar on demand at http://webinars.peoplemanagement.co.uk/
Tendensdagen 2011 Kevin Lane Keller - Proven marketing strategies in challeng...Sveriges Marknadsförbund
Proven marketing strategies in challenging marketing conditions
Marknadsföringsområdet har genomgått enorma förändringar under de senaste åren och här berättar Keller hur man hittar balans mellan klassiska kommersiella metoder och dagens nya angreppssätt, och om hur man kan skapa starka varumärken, lojalitet och ROI i dagens konkurrensutsatta, utmanande och konstant föränderliga digitala värld.
Kellers bok Strategic Brand Management har hyllats som ”the bible for branding” och han är numera medförfattare till Kotlers Marketing Management, tidernas mest sålda introduktionsbok i marknadsföring. K L Keller är en mycket uppskattad talare världen över och har erfarenhet från framgångsrika varumärken och företag såsom bl a American Express, Disney, Ford, Intel, Goodyear, Kodak, Nordstrom, Shell, Starbucks och Unilever.
How to Build an Awesome Product Strategy
(even if it's not your job!)
Learn the 4 steps to create a great product strategy to solve the right problems for your business and its customers!
Lean Software Startup: Customer Development (lecture)Joni Salminen
Lecture at the University of Turku
Topic: Customer development - an introduction
20th January, 2016
Customer development is a form of market research for startups.
It talks about small part of brand equity - brand positioning statement of Coca-Cola. Hope to brings some meaningful lessons or slide presentation for you.
Product Management 101: Techniques for SuccessMatterport
This is a snapshot from a living document. To see the current document, please go to https://goo.gl/yFFrml.
Topics covered include:
- Resources
- General Overview
- The Role of Product Management
- Characteristics of Great Project and Product Managers
- Problem Space and Solution Space
- Customer Personas
- User Stories
- Product Documentation
- Agile Product Development
- Succeeding with Agile from The Lean Playbook
- Analytics, Customer Engagement, & Monetization
- Pricing Strategies
- Overall Leadership and Organizational Development
- Final Guidelines and Recommendations
The Product Owner and the Product Manager, are they a single role? a single person?
Find out what people like Dean Leffingwell, Henrik Kniberg, Craig Larman, Bas Vodde, Roman Pichler and Marty Cagan have to say about this
Product Managers are the visionaries for both identifying solutions, and innovating for the next big thing. But how does one jump from “I have an idea” to “go live”? There’s lots in between.
By putting you in real-world scenarios, this deck was created for a Hearst-wide division workshop that helped various teams through how they can break down their idea into actionable next steps by borrowing agile methodologies.
A creative brief is a strategic plan -a kind of map- that both the client and the design firm or advertising agency agree upon, a written document outlining and strategizing a design project.
Stephen King, JWT Planning Guide, March 1974Lucio Ribeiro
I recently came across a great place to start. A guide to marketing written in 1974 that, incredibly, is just as fresh, vibrant and applicable in 2018.
Stephen King is the godfather of modern strategic planning, or ‘account planning’ as it was referred to then. This guide was created to help others in ’70s JWT understand the process of marketing and brand building. The document was typed out and photocopied, and has resurfaced in the last few years.
It’s eerily accurate and still incredibly applicable to the modern problems brands face.
The Dictionary of Brand by Marty NeumeierLiquid Agency
The Dictionary of Brand: Sponsored by Google. Written by Marty Neumeier. Designed by Liquid.
Before Google came on the scene, advertising was little more than one-way communication—companies talking “at” their customers instead of “with” their customers. But thanks to web communications, customers can now “talk back” to companies, turning brand-building into job one for all competitive businesses. Google recently established BrandLab, an innovative workshop-based program and collaborative center dedicated to helping brands get the most out of the web through education, inspiration, and hands-on practice. One of BrandLab’s first acts was to publish The Dictionary of Brand. Google asked Liquid to write and design this groundbreaking book—no easy task in a world where definitions are evolving daily.
Sponsored by Google. Designed in Silicon Valley by Liquid.
Liquid’s Director of Transformation, Marty Neumeier, has written several definitive books on brand strategy, including The Brand Gap, Zag, and The Designful Company. Now he’s written an exciting reference that is destined to join these titles on every brand-builder’s desk: The Dictionary of Brand. The new book—commissioned by Google—is a “relational” glossary containing 500 interconnected terms in brand strategy, advertising, design, innovation, and management. As part of their curriculum to help companies build their brands and connect with global customers, Google BrandLab provides copies of The Dictionary of Brand to every agency and client it collaborates with—a roster that includes companies such as Capital One, Coca-Cola, and Toyota.
Why a dictionary?
Brands are increasingly built by specialists, and specialists can only succeed through collaboration, which depends on a common language. The Dictionary of Brand is the first step in creating a “linguistic foundation”—a set of terms that allow specialists from different disciplines to work together in a larger community of practice. Although many of the terms are widely used by brand specialists, some haven’t yet appeared in other dictionaries. There are no copyright restrictions on republishing any these definitions word for word; all that’s needed is a credit line.
Want a copy, here you go!
As Marty Neumeier says, “Brand is the most powerful business tool since the spreadsheet.” Since we are in the business of helping companies build brand values, we are making The Brand Dictionary—otherwise available only to BrandLab participants—available free online as a SlideShare document. Download your copy of The Brand Dictionary and begin redefining the ways we speak and think about brand experience.
Business Model Innovation Framework PowerPoint Presentation Slides SlideTeam
Use Business Model Innovation Framework PowerPoint Presentation Slides to help you develop new and unique concepts for the betterment of the business. Improve existing products and the process of delivering the same to the consumers using business model innovation PPT templates. Get new ideas and a plan to implement those unique ideas with the help of professionally designed ready-to-use business model innovation Framework PowerPoint slideshow. Turn your company towards to business model innovation Framework to stay competitive and stimulate business growth. Include business model innovation PPT slides to align IT with business objectives to successfully attain your goal and to improve processes throughout the organization. Escalate business model innovation success, identify ways to use new and existing technology using ready-to-use business model innovation PowerPoint slides. This content-ready deck on business model innovation covers topics like business model innovation framework, business model innovation segments, approaches to business model innovation, strategy of business model innovation, and more. Get your hands on this ready-made business model innovation complete PowerPoint presentation and either improve the existing business model or create a better one to satisfy the needs of the customers. Our Business Model Innovation Framework Powerpoint Presentation Slides are like Father Christmas. They ensure you get the gifts you desire.
The report was prepared to identify the core problems of aggressive or viral marketing done by a premium icecream brand called Bellissimo and to come up with recommendations to rebrand the strategy.
Where social media is today. Where it's headed. What is HOLDING brands/biz back. Includes a social media maturity framework for digital strategists.
If you download - please add a comment.
Laurie Dillon-Schalk's keynote for IBM's Retail Fall Showcase on Nov. 2nd, 2011
Jane Marsh's powerpoint presentation from the June 27 webinar from People Management magazine – People power: Sourcing brilliant ideas using social media.
Watch the webinar on demand at http://webinars.peoplemanagement.co.uk/
The Social Organization - IBM - The Business Value of Social Software CIO ForumBilal Jaffery
Presentation given at the Toronto CIO Forum Keynote. The Social Organization talks about the perfect harmony of social software adoption internally leading to a culture that brings the social culture, IBM values and ideas to the external networks. Our social software platforms are based on Lotus Connections.
Case study: IBM's journey to becoming a social business (September 2012)Rowan Hetherington
MBA, Change management, Communications and IT students around the world are learning about social networking tools and the potential benefits of applying these tools within an organisational context.
Articles on this topic quickly become out of date, due to the speed of progress in this rapidly emerging area.
This case study provides information, current as at September 2012, about IBM's journey to becoming a social business.
Social media is a critical component in the B2B technology buying process. Buyers are increasingly turning to user-generated content and online recommendations to help make purchasing decisions. B2B technology marketers must leverage the power of social media to better meet the needs of potential buyers and build lasting business relationships.
In this webinar, Larry Weber of W2 Group, Dave Munn of the IT Services Marketing Association (ITSMA) and Pauline Ores of IBM discussed how B2B technology companies can effectively integrate social media into their marketing plans.
This presentation was prepared for a distance learning class on Sentiment Analysis and how insights from it can be used for marketing strategy & program development.
How to build an Enterprise Community was the discussion I lead at PodCamp Boston 2009 conference. This presentation exposes the 12 stage model for enterprise community building strategy.
Living social – Social Business as Marketer within IBMStefan Pfeiffer
On May 23 I had the pleasure to open up the Dachis Social Business Summit in Berlin. Due to the fact that Matt Collins would be presenting later on the IBM Social Business vision with a lot of customer examples, I decided to go down a different path and tell the audience how I am personally live social as a Marketer within IBM.
Social Media Strategy @ IBM: Programs & ResourcesDelaney Turner
For IBM, social goals are business goals. The IBM social strategy aims to increase employee engagement, improve the IBM client experiences and drive financial results by enabling social engagement with customers, influencers and communities of interest.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Source: Jon Iwata, “Toward a New Profession: Brand, Constituency, and Eminence on the Global Commons,” Nov. 4, 2009
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 Research - April 2010 Our goal is to reach prospects in the early phase of their exploration so we can make sure we can participate in the problem definition, solution options and then be in the consideration set for purchase. In research to help us design a web entry point that will attract early stage prospects and retain them, we explored their needs, motives, and behavior. Actions you take on the web when beginning to address a business or IT issue 1. use search engines to find information 2. look for a community of others like me who are dealing with the same issue 3. seek out expert forums or blogs Customized information needs 73% of responders said they work with a team whose members have different roles in researching the problem 78% of IT responders said that information needs to be differentiated by role 55% of IT responders said that industry is very important (only 10% said it is not important) Finding expertise 64% indicate they participate in discussions on the web with other people to exchange ideas about larger issues having to do with software .blogs,Twitter, .Forums and Community sites: Facebook, Linked In, Google groups .Vendor site discussion groups (Microsoft, HP) .interviews 61% of Tech and 46% of business would like a vendor site to include ability to participate in discussions and exchange ideas Motivation 75% said an IT vendor site can inspire you to become the IT professional you envision Relationship How can an IT vendor site help you feel like you have a trusted partner in that company? .provide more customer testimonials (aka people who have experience) .enable chat with some company experts .forums and online discussions (looking for experience) .pay attention to my opinions (respected for experience) Revenue goal this year and software story revenue This much we’re trying to target with digital Revenue from core accounts; invest; new Big nut out there where we can go after new business Our competitors are already on this track What are we doing about the behavioral changes How many people are using social media, then behavioral stuff What is the larger opportunity in the marketplace? The opportunity below the waterline because we’re not reaching them effectively today. Social media is used to reach out to these people What is our SWG revenue target using digital approach? Why we must tap into social media groundswell Who are we trying to motivate and what are we trying to get them to do? Match customer needs to business needs Highlights of research that inform our direction. Facebook fans Actions you take on the web when beginning to address a business or IT issue 1. use search engines to find information 2. look for a community of others like me who are dealing with the same issue 3. seek out expert forums or blogs Finding expertise 64% indicate they participate in discussions on the web with other people to exchange ideas about larger issues having to do with software .blogs,Twitter, .Forums and Community sites: Facebook, Linked In, Google groups .Vendor site discussion groups (Microsoft, HP) .interviews 61% of Tech and 46% of business would like a vendor site to include ability to participate in discussions and exchange ideas Relationship How can an IT vendor site help you feel like you have a trusted partner in that company? .provide more customer testimonials (aka people who have experience) .enable chat with some company experts .forums and online discussions (looking for experience) .pay attention to my opinions (respected for experience)
Make a note that this is conceptual only
Best practices, skills development, guidelines, tools, policies
Social business strategist Owns responsibilities given to the brand exec Exists at the category level sometimes Provides social framework, infrastructure, budget Coordinates listening and metrics plan Trains market segment managers on social roles, strategy development and execution Provides training for IMTs and SMEs Converses in external social networks daily Marketing segment manager Coordinates strategy and listening across disciplines Coordinates tactics with Demand Generation Recruits SMEs Coordinates content calendars Assists on country guidance Promotes through regular communications SMEs Work with MSM to understand strategy and listening results Map expertise to influencers and networks Coordinate content plans with MSMs Co-create social assets Write and post social content Engage with influencers and customer Respond to questions
Marketing Manager: high-level (macro) view of the social media landscape – sentiment, demographics, geospatial, temporal, correlations, community clustering, ... Community Practitioner: macro → micro – building on marketing – add community dynamics, influencers, individual sentiment, interest profiles, affiliations, influence networks, ... potential sales leads? Sales Manager: Frank receives his weekly opportunity report which highlights potential leads from Social Community Practitioner. He reviews, sets up watchlists for some candidates, forwards 2 leads to one of his sales lead. Joe receives this lead and reviews the social media activity stream, social network, influencer numbers, and company affiliations. He decides to engage directly with this account via Twitter in order to get a better sense of the likelihood of this being a real opportunity
We now have +31,000 experts enrolled in our expertise location service. Use the service to search for experts for your campaigns, events and web pages Get our experts enabled with training and an improved digital presence with coursework and personalized activities from Social Business @ IBM. Put our most valuable experts through our new bespoke program, Social Business @ IBM Select. Ask our experts to enroll in Expertise Locator, a service that allows them to control access to them via social and digital channels, and us to manage where and when they show up Load your social program into Social Business @ IBM and invite your experts to participate, by sharing content and links, using strategic IBM hashtags, and engaging in the right venues. We can use owned and paid to amplify their influence and impact. Work with web page owners, app developers and media buyers to get your experts surfaced in the right places. Surface them in paid media.