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swiss social media forum       innovation and technology        thomas a. bryner | executive social business and collabora...
www.benm.at   © 2011 IBM Corporation | Thomas A. Bryner | 2
96%                                        of the Millennials in Germany are                                        active...
25%                                        of the global search results for the most                                      ...
80%                                        of managers dealing with Social Media                                        th...
FAD?                          Facebook                          Addiction                          Disorderorigami_potato ...
delivery and access trends      operations     hybrid-cloud      provisioning         rental      usage               mobi...
markets are  conversationsDocman | flickr / see also: Cluetrain Manifest   © 2011 IBM Corporation | Thomas A. Bryner | 8
I C O N I CT U R N          © 2011 IBM Corporation | Thomas A. Bryner | 9
society, behavior,and technology – trendshit mainstream       curation                       relevance                    ...
paradigm    change    One – to – One    One – to – Many    Many – to – Many                     © 2011 IBM Corporation | T...
trust   People trust people when taking decisions.   Blogs and Facebook are trusted almost the same.   Twitter is three ti...
business goals        Reputation Marketing        Recruiting        Customer Relation / Retainment        Knowledge Captur...
channels           Facebook           Twitter           Subject Matter Forums & Blogs            – e.g. Influencer        ...
problem                © 2011 IBM Corporation | Thomas A. Bryner | 15jimhartland | flickr
practice           Establish (Social) Marketing Strategy           Research influencers and their channels           Conte...
practice Example:  Strategic Targets                     Measures                       KPIs                        Ratios...
whyrepurposing?     linkjuice...!              © 2011 IBM Corporation | Thomas A. Bryner | 18
opinion spam          © 2011 IBM Corporation | Thomas A. Bryner | 19
tools     social business                      social crm   IBM Connections                                         enterp...
next technologiesIBM Research | flickr   © 2011 IBM Corporation | Thomas A. Bryner | 21
Thomas A. BrynerExecutive Social Business & Collaboration Consultant           IBM World-wide Collaboration Tiger Team    ...
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Innovation und Technologie

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Innovation und Technologie

  1. 1. swiss social media forum innovation and technology thomas a. bryner | executive social business and collaboration consultant | IBM Corporation thomas.bryner@ch.ibm.com | Tue, Sept 6, 2011mab_plc | flickr © 2011 IBM Corporation | Thomas A. Bryner | 1
  2. 2. www.benm.at © 2011 IBM Corporation | Thomas A. Bryner | 2
  3. 3. 96% of the Millennials in Germany are active on a social network.Social Media Marketing, Heymann-Reder © 2011 IBM Corporation | Thomas A. Bryner | 3
  4. 4. 25% of the global search results for the most important brands link to user content.Social Media Marketing, Heymann-Reder © 2011 IBM Corporation | Thomas A. Bryner | 4
  5. 5. 80% of managers dealing with Social Media think they have just basic knowledge.Social Media Marketing, Heymann-Reder © 2011 IBM Corporation | Thomas A. Bryner | 5
  6. 6. FAD? Facebook Addiction Disorderorigami_potato | flickr © 2011 IBM Corporation | Thomas A. Bryner | 6
  7. 7. delivery and access trends operations hybrid-cloud provisioning rental usage mobile © 2011 IBM Corporation | Thomas A. Bryner | 7
  8. 8. markets are conversationsDocman | flickr / see also: Cluetrain Manifest © 2011 IBM Corporation | Thomas A. Bryner | 8
  9. 9. I C O N I CT U R N © 2011 IBM Corporation | Thomas A. Bryner | 9
  10. 10. society, behavior,and technology – trendshit mainstream curation relevance crowd-sourcing silver surferssocial explosion extreme urbanization „friending“ pro-sumer anonymity emotional experience next-besting inbound streamchannels augmented reality xing apps  html5? google+ twitter browser qr codes facebook hyper digitization ria linkedin other 3d-printing digital shadow mobile data growth real-timegeotargeting © 2011 IBM Corporation | Thomas A. Bryner | 10
  11. 11. paradigm change One – to – One One – to – Many Many – to – Many © 2011 IBM Corporation | Thomas A. Bryner | 11
  12. 12. trust People trust people when taking decisions. Blogs and Facebook are trusted almost the same. Twitter is three times less trusted... Traditional marketing has the same trust level like e.g. Twitter. © 2011 IBM Corporation | Thomas A. Bryner | 12
  13. 13. business goals Reputation Marketing Recruiting Customer Relation / Retainment Knowledge Capturing & Sharing Product Ideation & Innovation Viral Marketing Search Engines Optimization Crisis Management & Communications Crowd Sourcing Word of Mouth (World of Mouth) ... © 2011 IBM Corporation | Thomas A. Bryner | 13
  14. 14. channels Facebook Twitter Subject Matter Forums & Blogs – e.g. Influencer – e.g. Brand Advocates Media Sharing Sites Business (Social) Networks Consumer Portals / Rating Portals Q & A Portals ... © 2011 IBM Corporation | Thomas A. Bryner | 14
  15. 15. problem © 2011 IBM Corporation | Thomas A. Bryner | 15jimhartland | flickr
  16. 16. practice Establish (Social) Marketing Strategy Research influencers and their channels Content and Value is Key Define Your „Home Media Platform“ Define Channels to work and create traffic to Your Home Media Platform Prepare Channel-specific Information Supporting Your Activity Goals Generate Interest, Fun, Emotion! Open & Honest Timely Good... but not Glossy! © 2011 IBM Corporation | Thomas A. Bryner | 16
  17. 17. practice Example: Strategic Targets Measures KPIs Ratios Brand Support Activate conversations Volume of a topic against Listings of my brand all conversations against total brand or listings Brand Presence Foster Brand Evangelists Active brand evangelists Active brand evangelists per period (30 Days) / Total number of brand enangelists Customer Satisfaction Improve customer Number of solved Solved customer service customer incidents incidents / Total number of requests Innovation leadership Foster Innovation Tonality per period Positive : Neutral : Negative – Brand Listings / All brand listingsEstablished & managed e.g. thru Balanced Scorecard and Strategy MapsSocial Media Marketing, Heymann-Reder © 2011 IBM Corporation | Thomas A. Bryner | 17
  18. 18. whyrepurposing? linkjuice...! © 2011 IBM Corporation | Thomas A. Bryner | 18
  19. 19. opinion spam © 2011 IBM Corporation | Thomas A. Bryner | 19
  20. 20. tools social business social crm IBM Connections enterprise analytics mktg mgmt IBM Connections UNICA – an IBM Company UNICA – an IBM Company Coremetrics – an IBM Company SPSS – an IBM Company © 2011 IBM Corporation | Thomas A. Bryner | 20
  21. 21. next technologiesIBM Research | flickr © 2011 IBM Corporation | Thomas A. Bryner | 21
  22. 22. Thomas A. BrynerExecutive Social Business & Collaboration Consultant IBM World-wide Collaboration Tiger Team thomas.bryner@ch.ibm.com thank you. © 2011 IBM Corporation | Thomas A. Bryner | 22

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