dot com and social media
DESCRIPTION
ppt on the use of Social Media for IBM.Com (sellers)TRANSCRIPT
© 2009 IBM Corporation
Yves Van Seters – External Communications & Media Relations IBM BeLux
IBM.COMes to Social Media
Social Media as a business tool
© 2010 IBM Corporation2
Agenda
Social Media
Social Heaven
Social Hell
Social Tools
Social Success
Social Ice
© 2010 IBM Corporation3
Inventory Check
Uses Flickr / Picasa
Uses LinkedIn / Xing / Plaxo
Uses Delicious / Digg / Foxear
Know how to use Lotus Connections
Reads blogs?
Reacts on a blog?
Has a blog?
Uses RSS-feed readers
Uses Instant messaging
Has no idea what Instant messaging is
Uses VOIP
Has clients or relations who are engaged in one of the above
Has a SmartPhone/BB/iPhone
Has a Hotmail / Gmail / Yahoo Account
Looked something up with Yahoo?
Looked something up withGoogle?
Looked something up with Ask?
Looked something up on Wikipedia?
Contributed to Wikipedia?
Uses review sites
Contributes to a review site
Has a Clint (zatte vrienden) account
Has a Facebook account
Has a Twitter account
WHO
© 2010 IBM Corporation4
© 2010 IBM Corporation5
Why do people participate?
To meet and share information – to have fun
To have a dialogue and be a “part”
To be connected – it’s more about them and less about you
To see the experience of the people who bought it, tried it, read it, made it, or visited it first
To learn from an expert’s ideas and opinions
To provide their opinions and wisdom
To get the inside scoop
To tell a company what theylike – and what they don’t
© 2010 IBM Corporation6
Statement :
Social Media is a hype !
© 2010 IBM Corporation7
The most trusted providers of information today are…
…not institutions.
© 2010 IBM Corporation8
They are…
“other people like you & me.”
(Oh-oh …)
© 2010 IBM Corporation9
Should I go online?
© 2010 IBM Corporation10
It’s a good thing !S
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© 2010 IBM Corporation11
© 2010 IBM Corporation12
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki
Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online
Maintain profile on a social networking siteVisit social networking sites
Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews
None of the above
The Social Technographics® Ladder
Model Audience propensity to use social media in business decision making/adoption activity
© 2010 IBM Corporation13
The Social Technographics® ladder of business buyers
US adults*
B2B buyers+
21% 43%
37% 58%
19% 48%
35% 55%
69% 91%
25% 5%
Creators
Critics
Collectors
Joiners
Spectators
Inactives
*Source: Forrester's North American Media & Marketing Online Survey, Q2 2008, 5,002 respondents
+Source: Forrester global survey of business decision makers and influencers, Q4 2008, 1217 respondents
Groups include people participating in at least one activities while working on behalf of their businesses.
© 2010 IBM Corporation14
The Social Technographics® ladder of business buyers: by technology category
Base: 1217 technology decision-makers at firms with 100 or more employees
Source: North American and European B2B Social Technographics* Online Survey, Q4 2008
Groups include people participating in at least one of the activities monthly.
© 2010 IBM Corporation15
I’m interested!
Give me the highs and the lows !
(… and make it juicy !!!!)
© 2010 IBM Corporation16
Power of social media & communities
Update 25/01/2010Update 25/01/2010Viewed: 11.955 Viewed: 11.955
4.338 Click Through (36%)4.338 Click Through (36%)
© 2010 IBM Corporation17
Social Heaven: the Fiesta Movement
© 2010 IBM Corporation18
Social Heaven: The Fiesta Movement - Results
© 2010 IBM Corporation19
Consumer purchased an iPhone/AT&T use in lieu of a laptop while traveling abroad.
Activated the per-use international roaming data plan. The rep quoted $.005 per KB
A couple days into the trip told "usage data is currently unavailable.“
Two weeks of travel with sporadic AT&T EDGE network usage off and on mixed with wifi when available... $3000.
AT&T offers unlimited international data usage at $70 per month to its Blackberry customers.
Billing phone reps offer a $400 "courtesy credit" on the $3000 charge if signing up for a $300 per year international data plan with a max of 20MB per month.
Consumer writes to BoingBoing… “I'm writing you in the hope that the exposure of my story might force AT&T's hand in admitting they have :
• an inadequate solution in place for international iPhone users
•discriminated against the iPhone in favor of the Blackberry
• failed to adequately disclose the exorbitant nature of their rate plan,
• kept me in the dark about my usage specifics until it was too late to modify them,
• by disallowing unlocking to use a European provider's My SIM with more reasonable rates, trapped me without knowing it until that $3000 "gotcha" came knocking at my door.”
Soon after his letter was posted to BoingBoing, AT&T waived his charges.
Consumer blogs:“Word travels fast over the internet... AT&T just called and agreed to waive all charges due to the "miscommunication." I think they have a customer for life now!”
Social Hell: iPhone / AT&T vs. BoingBoing
© 2010 IBM Corporation20
June 2005: PR blogger Jeff Jarvis orders a new Dell laptop and four-year service plan, and immediately began having trouble with the machines and the service.
Social Hell: Welcome to Dell hell… Can you hold, please ?
His first blog post: “Dell lies. Dell sucks.”His first blog post: “Dell lies. Dell sucks.”His fury was picked up across the blogosphere, and Dell’s response was deafening…deafeningly silent.
By August 30, 2005, Dell’s PR team finally responded:
“Dell has a “look, don’t touch” when it comes to blogging.
“We do talk to people in public through the standard major media and through our forums.”
Lesson Learned: Don’t feed the blogger…unless you want to get bitten.
At the time, Dell had no bloggers and no active blogger outreach program.
© 2010 IBM Corporation21
…So, in this new world of social networking, customers, not companies, are in control
Companies do not own their brand; brand is determined by public perception
The easy creation and proliferation of social media empowers consumers to publicly air their grievances and affect our brand, right or wrong
The further away from official corporate advertising the message and messenger are, the higher the credibility factor
“As the audiences for more blogs and social media
sites… reach critical mass, it’s easier than ever for
consumers to wallpaper the Web with their customer
service nightmares”
BusinessWeek, March 3, 2008
While the we cannot control the conversation involving their brand, we can help to influence what is
being said by engaging in the conversation
© 2010 IBM Corporation22
OK, I’m Sold!
Where do I join !
© 2010 IBM Corporation23
© 2010 IBM Corporation24
Basic Tools
Lotus Connections: Selling through Social Media - Best Practices, Training & Strategy - Integrated Social Media Presence
(micro)Blog
(Facebook)
© 2010 IBM Corporation25
Twitter: “a free social messaging utility for staying connected in real-time.”
send and read updates (tweets).–text-based posts of up to 140 characters.
Twitter is sometimes described as the "SMS of the Internet”
© 2010 IBM Corporation26
What’s the big deal ?
Feb 2009: Compete.com ranked Twitter as the 3rd most used social network:
– Over 6 million unique monthly visitors – Over 55 million monthly visits.
Mar 2009: Nielsen.com ranked Twitter as the fastest-growing site in the Member Communities category with a monthly growth of 1382% (Facebook had an increase of 228%).
Late 2009: Although Twitter growth has slowed core Twitter users are more active and engaged
– Users are following more feeds, for example, and being followed more in turn
– Twitter users were also including more complete information in their profiles, such as location, bio and Web address.
Sources: Twitter, Wikipedia, Hubspot
© 2010 IBM Corporation27
Users like brands who use Twitter well
A recent survey by Peter Sorgenfrei and Warren Sukernek found:
Most users (89%) agree brands should engage their customers on Twitter. But they have to do it well and appropriately!
60% of respondents would recommend a company based on their presence on Twitter.
80% of Twitter users will reward those brands they have key relationships with by being more willing to purchase from them.
The majority also have a better impression of brands that use Twitter for customer service (81%).
Twitter Survey by @warrenss, Twittermaven blog and @researchguy, Sorgenfrei
© 2010 IBM Corporation28
Tweeting basics
There is a 140 character limit.
– So craft carefully. Use key words in your posts.
– Note that the first 27 characters are picked up by search engines.
– Do not shorten your key words. Make connections which build relationships.
– Think about your audience when you tweet.
– Respond quickly! People expect a response in hours, not days.
– Follow people to be followed. Avoid pitfalls!
– Do not engage in “battles” in twitter.
– Always represent yourself honestly and professionally.
– Do not spam. If you want to resend a message, change a few words!
To be social is to be human.
– People develop relationships with other people.
– If you come across as machine or faceless corporation, you will probably be ignored.
Be interesting.
– Know what your audience is interested in hearing.
– Share! Provide useful, timely information.
– Selectively retweet! Lets followers see the posts of people in your network.
Show your personality.
– Don’t be afraid to be lively, funny, and share your own personality
But, protect the brand.
– Be honest and trustworthy..
– Do not use negative words. Do not engage in battles or competitor bashing.
– Do not spam.
© 2010 IBM Corporation29
Internal Twitter ?
© 2010 IBM Corporation30
What is LinkedIn?
LinkedIn is a social media business networking site.
° 2003
Today there are over 50 million LinkedIn members
© 2010 IBM Corporation31
Who uses LinkedIn?
LinkedIn spans 170 industries.
LinkedIn spans 200 countries.• Half of LinkedIn members are
outside of the U.S.
LinkedIn focuses on professionals. • 80% are a college grads• 37% are post grads.• The average household income
is over $100,000.
Professionals are using LinkedIn to connect professionals and businesses. Businesses are using LinkedIn to connect to their customers, and thereby extend their brand presence.
© 2010 IBM Corporation32
Be active! Use the Lotus Notes widget
© 2010 IBM Corporation33
How do I turn this into a success ?
© 2010 IBM Corporation34
Social Business
New Technologies(always on)
Personal Contact(you and me)
BusinessPrivate Social Business
© 2010 IBM Corporation35
The Bar, The Backyard BBQ & The Office
IMPACT
(*)
(*): ex zattevrienden.be
© 2010 IBM Corporation36
Learn and apply the principles
Represent IBM values regardless of the medium.
Read and apply the social media guidelines: http://w3.ibm.com/blog/guidelines.html#detailed-discussion Extract: Know the IBM Business Conduct Guidelines. Be who you are. Be thoughtful about how you present yourself. Speak in the first person. Respect copyright and fair use laws. Protect confidential and proprietary information. Don't comment on confidential IBM financial information. Protect IBM’s clients, business partners and suppliers. Respect your audience and your coworkers. Add value. Don’t pick fights. Be the first to respond to your own mistakes. Use your best judgment. Don't forget your day job.
© 2010 IBM Corporation37
Social Media Adagio
LISTEN LEARN
CONTRIBUTE SHARE
© 2010 IBM Corporation38
Three steps to Social Success
© 2010 IBM Corporation39
ONLINE SUCCESS =
Focus
Activity
Network
Reputation
© 2010 IBM Corporation40
Only if you have interesting things to say, people will listen…
IBM.com Kick Off Event
© 2010 IBM Corporation41
Tagging
✔ A tag is a non-hierarchical keyword or term assigned to a piece of information (such as an internet bookmark, digital image, or computer file).
✔ This kind of metadata helps describe an item and allows it to be found again by browsing or searching.
✔ Tags are chosen informally and personally by the item's creator or by its viewer, depending on the system.
✔ The tagging mechanism is also know as folksonomy, being the opposite of fixed categorizations or taxonomies
© 2010 IBM Corporation
Tagging is important !
© 2010 IBM Corporation43
Y
Questions ?
© 2010 IBM Corporation44
Yves Van SetersExternal Communications & Media relations Belgium & Luxembourg
Av.du Bourgetlaan 42B-1130 BRUSSELSBELGIUM
T: +32(0)2-225 21 11M:+32(0)478-27 10 33E: [email protected]
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© 2010 IBM Corporation45