ibm and social media strategies and tactics
DESCRIPTION
Presentation held at KOMMIT in Odense, October 13th 2010. Outlines some of our Social Media Strategies and Tactics, both from a local (Danish) and global perspective.TRANSCRIPT
© 2009 IBM Corporation
Overblikket og casen: paletten af sociale tjenester pånettet og IBM’s anvendelse af sociale medier i marketingstrategien
Digital Marketing Strategist | Christian C Carlsson (MBA) | IBM Danmark
Our Digital Assets (ibm.com/dk, etc.)
Room for improvement!
The IBM Digital Strategy
The market is changing radically.
The most trusted providers of information today are not institutions.
They are “other people like me.”
The drivers of change
“Nobody believes the official spokesman... but everybody trusts an unidentified source.”
Quote by Ron Nesen
A bit over the top perhaps, but….
1
2
3
4
Deepen relationships with our constituents by designing intentional experiences
Position IBM as the agenda setter by extending our participation in conversations
Deliver IBMers and their expertise – and the depth and breadth of IBM’s global workforce
Gain insight to inform offerings and improve constituent relationships
The IBM Social Engagement Strategy
Social Computing Guidelines
“It is very much in IBM's interest—and, we believe, in each IBMer's
own—to be aware of and participate in this sphere of information,
interaction and idea exchange:
To learn…
To contribute…”
http://www.ibm.com/blogs/zz/en/guidelines.html
Maturity
Intro Growth Matured Decline
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1 t
o fe
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ny
Ma
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Description Size = User baseDotted line = No Danish data
Green = B2BYellow = MixRed = Consumer
Circle = Social NetworkSquare = ContentTriangle = Other tool
YouTubeFoursquare
Twitter Facebook
Slideshare
Blogs
Flickr
NingXing
Plaxo
Delicious
WikipediaDigg
Danish B2B Social Media Landscape, 3Q2010
Note: Work very much
in progress!
Personal, personal, personal...
... and specific.
It is….
0
20
40
60
80
100
120
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
Following Followers Tweets Re-tweets Comments
Launch!
E-mail to 10 people by Louise B-T
“I’m on Twitter” on LinkedIn and Facebook
Tweeting the Google event at DI
Same as week
before due to vacation
One comment form the
week before. Has
been on vacation.
Vacation half the week
Holiday
Back from holiday
Trying it out to understand it – do things wrong quickly!
Source: Adopted by Christian Carlsson for MBA Dissertation, 2008 “Web 2.0 and the B2B environment: An exploratory study on the usage of online ratings and reviews for the business user”. Comparison of three organizational buying models by 1) Kotler and Keller (2006), 2) Webster and Wind (1972), and 3) Robinson et al (1967)
When we talk about client or prospect communication, WHAT media and HOW we use it DEPENDS of course!
Where are they in the purchase process?
Who are they? Why are they there? What behaviors? When? And so on.....
2/Listen to your audience
3/ WHO
Target your audience
Understand digital behaviors
Develop social media map
Identify needed experts
4/ WHERE: Environment
WHAT: Experience
Select appropriate social medianetworks, tools, and content
5/ HOW
Deployment / Empower Consumer advocacy (Participation)
Identify available/required assets and resources for participation in the most relevant conversations
Train the experts
1/ WHY
Establish your core business objectives
7/Maintain the relationship
6/RESULTS
Measure those things that will best help you determine the impact of your involvement and participation
Social Media Marketing at IBM: 7 Key
Steps
Start with listening (which is not rocket science by any means)
Off site
On site
Paid online media(banners, Q of the
week)
External content (Research, Blogs,
Events, etc.)Search Twitter
Paper.Li LinkedIn
SEO
KPIKPI
KPI
Route PlannerDanishCloudPage
Highlighted topic
Fixed ’content’- Events- Campaigns- Calendar- Quick Poll’s- Contact / call to action
KPI
KPI Profiles?LinkedIn?
Global Cloud Portal
RSS
- Events- Q&A- (Group)- Rich profiles- Network ’Push’
Silverbakk(Listen and Learn!)SME’s
Influencers
Measurement: ProspectFinder, Unica
Local content
Measurement
Files on LC
Blog on LC Q&A, Discussion Forum
www.ibm.com/dk/cloud Content
KPI KPI
KPI
Blog
Fixed ’content’
Link to
Link from
SEMSEO
Automatic with Twitterfeed.com
E-mail- eNurture- eVRM- eContact
Other- DM Mail- Print- Handout- Etc.
Other drive to web
SlideShare
KPI
IBM example: Cloud Portal
Audience, Target group, Prospects, Clients are all over the place!
Intranet (w3)
Extranet (www.ibm.com)
Sales EnablementIntranet
communications
Self-Service application for conversations
Content gap
Source: Digital Body Language, ” The Content Gap - Lead Nurturing and Content Creation”http://digitalbodylanguage.blogspot.com/2009/12/content-gap-lead-nurturing-and-content.html
SME Blogs are perfect for the discovery phase
SlideShare for content repository, leads, and insight
SlideShare lead campaign
SlideShare marketing insight
Bit.ly – not only a URL ‘shortner’, but an instant feedback mechanism
https://www-950.ibm.com/files/app?lang=en_US#/collection/e7c21295-efdc-4e1d-8800-f1203f6cc8f1
bit.ly/360degree
Paper.li – making Tweets readable; discovery for you and clients/prospects
Use the employees!
� Personal Branding
� Their Networks
� Intranet articles
� Sales enablement communication
� Social Selling
65%
Traffic
to
website100%
5 % Contacts you
35%Companies who are interested in
your products and services
- do not make contact
30%
Non-sales opportunities, i.e
students, competitors, etc30%
Existing customers looking for
additional products, services or
contact details
Could we get better at capturing and engaging the 65%?
Company X
The ProspectFinder (Leadex/Enecto) provides direct feedback on who is interested in what
Off site
On site
Paid online media(banners, Q of the
week)
External content (Research, Blogs,
Events, etc.)Search Twitter
Paper.Li LinkedIn
SEO
KPIKPI
KPI
Route PlannerDanishCloudPage
Highlighted topic
Fixed ’content’- Events- Campaigns- Calendar- Quick Poll’s- Contact / call to action
KPI
KPI Profiles?LinkedIn?
Global Cloud Portal
RSS
- Events- Q&A- (Group)- Rich profiles- Network ’Push’
Silverbakk(Listen and Learn!)SME’s
Influencers
Measurement: ProspectFinder, Unica
Local content
Measurement
Files on LC
Blog on LC Q&A, Discussion Forum
www.ibm.com/dk/cloud Content
KPI KPI
KPI
Blog
Fixed ’content’
Link to
Link from
SEMSEO
Automatic with Twitterfeed.com
E-mail- eNurture- eVRM- eContact
Other- DM Mail- Print- Handout- Etc.
Other drive to web
SlideShare
KPI
IBM example: Cloud Portal
Audience, Target group, Prospects, Clients are all over the place!
Intranet (w3)
Extranet (www.ibm.com)
Sales EnablementIntranet
communications
How to change the behavior and the organization
� Try, try, try
� “Do it wrong quickly” (Mike Moran)
� Listen and Learn, Listen and Learn….
� Bottom up (BlueIQ)
� Get to the Top (Reverse Mentoring)
� Top down
The business leader, executive
Recognizes the needs to be in touch with ‘new’ ways of
working and using technology in a business
setting.
Is this private or business?
Is Facebook really for
me?
How about LinkedIn? I get so many requests all
the time!
How do I communicate effectively with
my team?
Should I use Lotus Connections,
Cattail, Wiki, or....?
How can I keep up with all new
technologies? Should I? Must I?
If so, what?
How do I select my
information sources?
The front-line, tech savvy employee
Passionate front-line or tech savvy employees who daily uses technology (like social software) in a private and business setting.
How can I more effectively help
change the way we work in IBM?
Why are we not better at using technology in a
business setting?
IBM example: Reverse Mentoring
Channels for communication:
• Townhalls
• Flatscreens
• Book and movies
• Service day theme(s)
• W3 stories
• Outdoor
• Presentation(s) – standard birthday issue
• Teaching material
• Sellers’ intro
• Workshops/Roundtables/Blogs
• Events – ’old and new’
• Client activities
• Merchandise
• Postcards and flyers
• Magazine?
• Facebook, Twitter & other social media
IBM example: STILL at the end of the list
Channels for communication:
• Townhalls
• Flatscreens
• Book and movies
• Service day theme(s)
• W3 stories
• Outdoor
• Presentation(s) – standard birthday issue
• Teaching material
• Sellers’ intro
• Workshops/Roundtables/Blogs
• Events – ’old and new’
• Client activities
• Merchandise
• Postcards and flyers
• Magazine?
• Facebook, Twitter & other social media
Th
ink D
igit
al in
all
asp
ects
My focus for 2011 – this is what I think is important
� Blog Content Strategy
� Usable Measurement
� Social Engagement – enabling the 4000 IBM’ers
Christian [email protected]+45-2880 4553www.linkedin.com/in/christiancarlssontwitter.com/chris_carlsson