embedding social media in day to day business at ibm

© 2010 IBM Corporation

Yves Van Seters – External Communications & Media Relations IBM BeLux

Embedding Social Media into Day to Day Business

© 2010 IBM Corporation2

Inventory Check

Uses LinkedIn / Xing / Plaxo

Uses Flickr / Picasa

Uses Delicious / Digg / ...

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

Use this in Day to Day Business ?

Has a SmartPhone/BB/iPhone

Has a Hotmail / Gmail / Yahoo Account

Looked something up with Yahoo?

Looked something up with Google?

Looked something up with Ask?

Looked something up on Wikipedia?

Contributed to Wikipedia?

Uses review sites

Contributes to a review site

Has a Facebook / Netlog account

Has a Twitter account

WHO


“Social Media describes the online technologies and practices that people use to share content, opinions,

insights, experiences, perspectives and media.”

Ironic Source: http://en.wikipedia.org/wiki/Social_media

Social Media is … Editable

Popular

A Conversation

Fast

Emotional


Why do people participate?

To meet and share information – to have fun

To have a dialogue and be a “part”

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 they like – and what they don’t

To see the experience of the people who bought it, tried it, read it, made it, or visited it first


So, it’s about

Marketing & Communications


Dear,

I HP-EDS

Grrr …

The Communication Dilemma

As it was …

(and we liked it that way …)


The most trusted providers of information today are

not institutions.


They are

“other people like you & me.”

(Oh-oh …)


The Fiesta Movement


The Fiesta Movement - Results


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.

Welcome to Dell hell… Can you hold, please ?

His first blog post: “Dell lies. Dell sucks.”


…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


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


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.


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.


19972005IBM recommended that its employees get out onto the Internet – at a time when many companies were seeking to restrict their employees’

Internet access

IBM made a strategic decision to embrace Social Media and to encourage IBMers to participate…


“Authentic” Corporate Brand Image

“We don’t have a corporate blog or a corporate Twitter ID because we want the ‘IBMers’ in aggregate to be the corporate blog and the corporate Twitter ID. We represent our brand online the way it always has been, which is employees first. Our brand is largely shaped by the interactions that they have with customers.”

Adam Christensen, social media communications, IBM Corporation


= 4.000 colleagues


Source: http://mashable.com/2009/02/06/social-media-smartest-brands/

When IBM decided they wanted to start using blogs, they didn’t just create one blog, they created an entire network. IBM created a way and allowed their employees to write about their experiences, what they’re working on, or any other topic of choice.

IBM capitalizes on the intelligence of their employees to give consumers insight into what happens behind the scene. By giving the industry experts they’ve hired a voice, IBM is able to highlight the people behind their products. Users get to see how IBM operates and are given a direct connection with IBM employees


BLOG MUSE

IBM developed tool to increase reader- to-writer interaction

Tested by over 1.000 IBM’ers

Promising results


Social Media Adagio

LISTEN LEARN

CONTRIBUTE SHARE


Only if you have something to say, people will listen…

AIMS 2010


“Social Media describes the online technologies and practices that people use to share content, opinions,

insights, experiences, perspectives and media.”


Productive

Finding and sharing expertise

Sharing best practices and collaborating effectively

Tapping into the wisdom of crowds

Social Media is not only about being social,

it’s about being …


It’s

Collaboration, stupid !


“Social Software describes the online IBM technologies and practices that people use to share

content, opinions, insights, experiences, perspectives and media.”

Online Collaboration is … Personal

Informal

Fast

A Conversation


2003IBM conducted its first jam, not unlike a band jam, bringing

employees together in an online forum for three straight days.


A big, online collaborative experiment

– The first disciplined reexamination of IBM Values in nearly 100 years

No intervention by corporate

Completely employee-led

The first 8 to 10 hours => very negative

The next 12 hours, the conversation completely changed to being very constructive


TeamroomsWiki´s

Secondlife

Jams

LotusLive

ODW

Bluepedia

Sametime

QuickPlace

Cattail

Bluepages

dogear

Th1nkForward

BeeHyve

Bluto / BluTwit


BlogsCommunities

Bookmarks

Activities

Profiles

Homepage

Wikis

Files

Lotus Connections


My Profile


Blogs


Bookmarks


Activities

Activities


Files


Search


Community Page


Discussion Forum


Mobile Support


Conclusion

This elephant still dances– “As it turns out, its decentralized social media approach is another milestone in

the company’s history—driving unprecedented collaboration and innovation”• Source: Social Examiner – Feb 2010 .

IBM uses Social Software to employees talk—to each other and the public—without intervention.

With a culture as diverse and distributed as IBM’s, getting employees to collaborate and share makes good business sense.


““We’re very much a knowledge-based company. It’s the expertise of the employee that we’re hitting on.”

Adam Christensen, Social Media Officer, IBM Corp.


Y

Questions ?


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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