social media at ibm - beyond blogging

Social Media at IBM Beyond blogging

Adam ChristensenIBM Communications

Rochester eBusiness AssociationSeptember 25, 2008

Why get involved?

If you don’t dive in, others will define who you are.

- Clive Thompson, NY Times Magazine, September 4, 2008

A dose of reality

IBM on brandtags.com

What influences brand perception?

Trusted sources of informationExperience with company’s employees

1.3

Analyst or professional associations

1.9

Friend’s opinions 3.3

Company websites 6

White papers, etc. 6

Articles in news 7.6

Other online sources 7.7

Tradeshows, etc. 7.7

TV/Radio News 9.7

Advertising 10.1

Direct marketing 11.3

Source: IBM Market Intelligence, 12/2007

Moving from mass communications to masses of communicators

http://www.awpagesociety.com/site/resources/white_papers/

Employees are the brand

Give them a voice

IBM Social Computing Guidelines

http://www.ibm.com/blogs/guidelines.html

tag cloud by www.wordle.net

Just a few social computing programs at IBM

BlogCentral - 50,000 users, 15K blogs, 130K posts, 130K comments

Beehive – 45K members, 55K photos shared, 2.5K events

WikiCentral – 150,000 users, 1 million views each day

InnovationJam – 4 Jams, more than 500,000 participants

GreaterIBM Connection – 50K in alumni network on Facebook/LinkedIn

Getting started: some suggestions

1. It’s not just for big companies2. Let your business model be your starting point3. Trust your employees4. Work the culture from the inside out5. Don’t think top-down

Keep in touch

email:acch@us.ibm.com

LinkedIn:www.linkedin.com/in/adamchristensen

Twitter: http://twitter.com/adamclyde