The Business Case for Nonsense: IBM Social Media

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Presented at Harvard Business School, Jan 7, 2010. IBM social media case on viral video.

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  • Here's the new video series featuring John Cohn from Discovery Channel's 'The Colony'

    <br /><object type="application/x-shockwave-flash" data="http://www.youtube.com/v/93YM0PNFgSs&amp;hl=en_US&amp;fs=1&amp;rel=0" width="350" height="288"><param name="movie" value="http://www.youtube.com/v/93YM0PNFgSs&amp;hl=en_US&amp;fs=1&amp;rel=0"></param><embed src="http://www.youtube.com/v/93YM0PNFgSs&amp;hl=en_US&amp;fs=1&amp;rel=0" width="350" height="288" type="application/x-shockwave-flash"></embed></object>
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  • Great synthesis!
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  • IBM slideshow = a total waste of time looking at this slideshow with meaningless, fragmented sentences. Reminds me what IBM originally stood for: ’I’ve Been Mislead’.
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  • <br /><object type="application/x-shockwave-flash" data="http://www.youtube.com/v/MSqXKp-00hM&hl=en&fs=1&rel=0" width="350" height="288"><param name="movie" value="http://www.youtube.com/v/MSqXKp-00hM&hl=en&fs=1&rel=0"></param><embed src="http://www.youtube.com/v/MSqXKp-00hM&hl=en&fs=1&rel=0" width="350" height="288" type="application/x-shockwave-flash"></embed></object>
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  • from the smarter planet campaign:
    <br /><object type="application/x-shockwave-flash" data="http://www.youtube.com/v/yVIcIRcAhxc&hl=en&fs=1&rel=0" width="350" height="288"><param name="movie" value="http://www.youtube.com/v/yVIcIRcAhxc&hl=en&fs=1&rel=0"></param><embed src="http://www.youtube.com/v/yVIcIRcAhxc&hl=en&fs=1&rel=0" width="350" height="288" type="application/x-shockwave-flash"></embed></object>
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The Business Case for Nonsense: IBM Social Media

  1. 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. 2. <ul><li>“ 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.” </li></ul>John Dorian, M.D .
  3. 3. Managing Perceived Risks <ul><li>Gain agreement on rules </li></ul><ul><ul><li>Convene bloggers, lawyers, marketing, PR </li></ul></ul><ul><ul><li>IBM’s guidelines: http://bit.ly/6Mr217 </li></ul></ul><ul><li>Experiment inside the firewall </li></ul><ul><li>Get some big wins, and promote </li></ul>
  4. 4. Approaches <ul><li>Uncover most compelling stories </li></ul><ul><ul><li>sources: PR, marketing, clients, R&D, customer service, corporate social responsibility </li></ul></ul><ul><li>Find most compelling experts/storytellers </li></ul><ul><li>News format: recycle b-roll, expert interviews </li></ul><ul><li>Rely on nonsense/absurdity/humor to gain awareness </li></ul><ul><li>Story trumps messaging </li></ul><ul><ul><li>Social media is for stories, not brochures </li></ul></ul>
  5. 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. 6. ROI <ul><li>Objectives: </li></ul><ul><ul><li>create awareness for new mainframe value proposition </li></ul></ul><ul><ul><li>Increase mainframe awareness with college students </li></ul></ul><ul><li>>250,000 views on first episode </li></ul><ul><li>Blog traffic increased 25x </li></ul><ul><li>Analyst, Press, Blogger coverage </li></ul><ul><li>Screened at Chief Sales Officer summit, Price Waterhouse sales training, etc. </li></ul>
  7. 7. &quot;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
  8. 8. http:// blogs.zdnet.com/BTL/?p =10085
  9. 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. 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

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