ibm social strategy for sugar crm
DESCRIPTION
presentation about the IBM Social strategy at the 'Get Social. Social Business Roadshow' Initiative of Sugar CRM hosted by IBM at the IBM Forum BrusselsTRANSCRIPT
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Hosted By:
Transforming
through Social Business
Yves Van Seters
Media Relations & External Communications IBM BeNeLux
©2011 SugarCRM Inc. All rights reserved.
Yves Van Seters
Team Leader Media Relations & External Communications IBM BeNeLux
16 years of experience in sales, marketing & communications
Active in Social Media since 2009Twitter, Tumblr, Linkedin, Foursquare, Slideshare, Youtube, Lotus Live
IBM Social Maven
04/12/2023 ©2010 SugarCRM Inc. All rights reserved. 3
IS IBM A SOCIAL BUSINESS ?
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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
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“We don’t have a choice on
whether we DO social media,
the question is
how well we DO it.”
- Erik Qualman
“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
We’re the innovator’s innovator
Globally Integrated Enterprise
100 years of Expertise With a vision
NYSE: IBM
Hardware, software, services, consultancy
B2B
Revenue in 2010: 99.870.000.000 USD (*)
Employees WW: 400.000
Ibm100.com(*) IBM annual report 2010: http://ibm.co/tHtFHP
The globally integrated enterprise is a company that fashions its strategy, its management, and its operations in pursuit of a new goal: the integration of production and value delivery worldwide.
Social Collaboration
Social Networking
• Networking• Communications• Personal Branding …
• File sharing• Activities• Communities…
Social Business
SOCIAL BUSINESS
Blogs Communities
Bookmarks
Activities
Profiles
Wikis
Files
Connections
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“It is not just about doing social media for doing it, but how you use these emergingtechnologies for social business”
SOCIALBUSINESSa definition
Social business focusses on business outcomes, business models and management related to use of social mediatechnologies
Social Media Guidelines @ IBM
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
Spectrum of trust and guidanceEmployee Social Media engagement
Social Media Sites blocked
Only Marketing engages Social Media
Only approved employees engage
All employees are deputized
Everyone does their own thing
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.
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• …
SOCIAL BUSINESS
Social Business
“People use Social Media to share news, content, opinions, insights, experiences, expertise and perspectives.”
Ironic Source: http://en.wikipedia.org/wiki/Social_media
Social Media is … Popular
A Conversation
Fast
Emotional
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“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
Social Business
VisionConsolidated
InsightsEngage Energize
Embrace
Constituent's)
Outcomes iteration
Data iteration
Optimization iteration
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
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 Locator
Expert Relationship Management
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 Locator
Social Business @ IBM
Social Business @ IBM
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 Locator
Social Business @ IBM
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
Harsh Truth #1
Most social media strategies are no
strategies !
They’re just a few ‘out of the blue’
activities.
Harsh Truth #2
In the social media world brands love to only take
from their fans, in stead of contributing something
back into the online ecosystem.
Harsh Truth #3
Social media users do not really need brands on the social media platforms.
So what needs to be earned, like in the traditional world, are three words: Acceptance, Equality & Affinity.
To provide consumer value, brands need more than good insights
and experts in how to use social media tools.
What they need are people who know the
online communities
Inside & Out
Define a Social Media Strategy 1
2Brainstorm about lots of small, good ideas,
That is better than one big idea.
Community
collaboration creates innovation which leads to the best campaigns, content& ideas.3
4 On the Internet is NO Mass Audience.
IT IS ALL ABOUT ENGAGEMENT
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RETURN ON ENGAGEMENT
Listen
Learn
Contribute
Share
Some handy links
Social @ IBM
IBM Social Business Guidelines
ibm.com/socialbusiness
and always welcome at @yvesvs
A short list of things that weren’t around in their present form on November 17th, 2001
Facebook Twitter Tumblr iPads Netbooks iPhones Android phones Unlimited data / phone plans
Source: http://inothernews.tumblr.com/
Amazing that, thanks to all of these things, many (if not most) of us learned the news about the “Arabic Spring” about the London Riots about the Pukkelpop drama etc.
"The audience isn’t on Twitter, but the news is.”Mark Jones, Reuters Global Communities Editor
Social Business Strategy Enablement
1. Expert Locator
2. Expert Relationship Management
3. Social Business @ IBM
4. Social Activation For Centennial
5. People For A Smarter Planet
6. Social Aggregator
7. Social Business Manager
8. Digital Labs
Social Activation For Centennial
People For a Smarter Planet
Social Aggregator