Yves Van SetersIBM

SOCIAL ENTERPRISE APPLIED

Yves Van Seters

3

IBMers actively on Twitter

25.000IBMers present atFacebook

198.000IBMers utilizing LinkedIn, includingAlumni

378.000

IBM channelsOn YouTube

200+Tweets upon the launchof our CMO study

1.000.000

IBMers collaboratingWith 200.000 non-IBMers via DevelopersWorks

100.000

Regular Sametime instant messaging users, resulting in 40-50 million messages per day

400.000Downloads of employee generated video- and

podcasts

15.000.000

Minutes of LotusLive meetings, internally and externally each month

20.000.000

400.000Individual blogs maintained regularly

17.000IBMers profiled at IBM connections

Active page views a DAY of Wikis

1.000.000

Social Networking

NetworkingCommunicationsPersonal BrandingCorporate BrandingMarketing …

Social Media

6

“We don’t have a choice onwhether we DO social media,

the question is how well we DO it.”

- Erik Qualman

Flashmobs are funny !

Flashrobs are not !

“Social Media is all about

relevant CONTENT, addressing the shared interests

of your constituencies”

To understand IBM’s Social business Strategy,One needs to understand IBM

Globally Integrated Enterprise

Globally Integrated Enterprise

100 years of Expertise100 years of Expertise With a visionWith a vision

• NYSE: IBM

• Technology

• B2B

• Revenue in 2010: 106.900.000.000 USD (*)

• Employees WW: 400.000

Ibm100.comIbm100.com(*) IBM Full year earnings 2011(*) IBM Full year earnings 2011

Social Collaboration

Social Networking

•Networking•Communications•Personal Branding …

•File sharing•Activities•Communities…

Social Media

Blogs Communities

Bookmarks

Activities

Profiles

Wikis

Files

Connections

14

“It is not just about doing social media for doing it, but how you use these emergingtechnologies for social business”

Social Selling

Social Collaboration

Social Networking

•Networking•Corporate Branding•Marketing•Communications•Personal Branding …

•Collaboration •Integration of Social Media •in day 2 day business

• Sales• CRM•Smart Commerce• …

SOCIAL BUSINESSSOCIAL BUSINESS

Social Business in practice: Shoes!

IBM Social Media Analysis Points to Lower Heels, Bucking Economic Trend

Usually women’s heels stay high during a downturn; perhaps not this time

IBM Social Media Analysis Points to Lower Heels, Bucking Economic Trend

Usually women’s heels stay high during a downturn; perhaps not this time

An IBM (NYSE: IBM) computer-based analysis of billions of social media posts predicts an intriguing change on the horizon in women’s shoe fashions, with heel heights– currently in nosebleed territory – poised to decline. The IBM project highlights the predictive capabilities of social media analysis as a source of valuable insight that can help drive business strategies and results.

An IBM (NYSE: IBM) computer-based analysis of billions of social media posts predicts an intriguing change on the horizon in women’s shoe fashions, with heel heights– currently in nosebleed territory – poised to decline. The IBM project highlights the predictive capabilities of social media analysis as a source of valuable insight that can help drive business strategies and results.

SOCIALBUSINESSa definition

Social business focusses on business outcomes, business models and management related to use of social mediatechnologies

Social Media Guidelines @ IBM

IBM is moving itself and its clients well beyond Social Media into a new era of collaboration, insight sharing, and lead generation

it calls Social Business. One of the notions behind becoming a Social Business is that your

employees should be front and centre in your digital activities. Since IBM no longer sells consumer products the brand experience for IBM is an experience with

an IBMer. An experience that is increasingly happening online.

22

“The leading brands of the futurewill be those who can

communicate with their customers

the most relevant way.” - Yuchun Lee, IBM VP Enterprise Marketing Management Group

IBM’s social business strategy is to catalog IBMers’ expertise, manage access to them and 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.

IBM’s social business strategy is to catalog IBMers’ expertise, manage access to them and 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.

Expert Locator

Expert Locator

Sponsored media

/smarterplanet

Mobile app

IBM’s social business strategy is to catalog IBMers’ expertise, manage access to them and 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.

Expert Relationship Management

Social Aggregator Expert Locator

Expert Relationship Management

Social Aggregator

IBM’s social business strategy is to catalog IBMers’ expertise, manage access to them and 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.

Expert Relationship Management

Social Aggregator

Social Business @ IBM

Expert Locator

Social Business @ IBM

IBM’s social business strategy is to catalog IBMers’ expertise, manage access to them and 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.

Expert Relationship Management

Social Aggregator

Social Business @ IBM

Expert Locator

Social Business Manager

Social Intelligence

420Followers

790 Tweets

3,058 Mentions

Content Activation Plan

SMEs

Monitoring & Engaging

Coordinated Dialogue

54Comments

3,000Clicks on

bit.lys

Videos & whitepapers most popular

Target Site List

Network Manager

180 Retweets

Owns

6 listsListed 43

times603

Following

Social Business Manager

BUs PR / MR

Define a Social Media Define a Social Media Strategy Strategy 1

2Brainstorm about Brainstorm about lots of small, good lots of small, good ideas, ideas,

That is better than That is better than one big idea. one big idea.

CommunityCommunity

collaboration creates collaboration creates innovation which innovation which leads to the best leads to the best campaigns, contentcampaigns, content& ideas.& ideas.3

44 On the Internet is On the Internet is NO Mass Audience.NO Mass Audience.

37

Some handy links

Social @ IBM

IBM Social Business Guidelines

ibm.com/socialbusiness

and always welcome at @yvesvs