use of social media in day to day business

© 2010 IBM Corporation

Social Media in day-to-day Business

An IBM presentation for Leads United Catch-up on Social media


Yves Van Seters

Media Relations & External CommunicationsIBM Belgium & Luxembourg

16 years in IT

Experience in sales, marketing & communications

In Social Media since 2009

You can find me on– Twitter, Tumblr, Linkedin, Foursquare– Slideshare, Youtube, Lotus Live

And for IBM’ers– Lotus Connections, Cattail


A short list of things that weren’t around in their present form on September 11, 2001

Facebook

Twitter

Tumblr

iPads

Netbooks

iPhones

Android phones

Flipcams

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 Osama bin Laden, almost ten years after that dark day.


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


Social Selling

Social Business

Social Networking

• Branding• Marketing• Communications• …

• Collaboration • Integration of Social Media in D2D Business

• Sales• CRM• …

Social Media


Social Networking

Branding– Personal– Product– Business

Marketing– Campaigns– Support

Communications– External– Internal

Do we have a Social Policy ?Do we have a Social Policy ?

Social Networking

• 64% Access to Tools • 56% Ext. Comm’s• 19% More Visibility

• 64% Access to Tools • 56% Ext. Comm’s• 19% More Visibility

Do we have a Social Strategy?Do we have a Social Strategy?


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 buyersUS

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.


“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


Enablement

Internal Enablement

Tactical & Measurement Guidance


Internal Enablement – Social Business@IBM

“The application of social media to drive business outcomes”

• Policies & skills dev • Right tools

• Embedding in BAU


Internal Enablement – BlueIQ

Community of Internal consultants, strong focus on advocating Social Business.

BlueIQ Training Center

...in 35 Countries

900+ Ambassadors...


Tactical: Social Media Help kit & external training

■ Tool Expertise■ Task-based assistance

– How-to: set up a blog, do a poll, crowd source■ Help with quality

– Non-editorial reviewing of blog posts■ Preferred services

– Blogging, measurement, url shortener– ibm.com / external balance

■ Internal Community of ambassadors.


Monitoring & Measurement - levels

Basic

Advanced

Expert

Twitter Search Linkedin labs bit.ly

Facebook Insights Google Alerts Google Reader Netvibes

RSS Feeds Yahoo pipes

Hootsuite Web metrics: social referrals

Share of voiceVolumeSentiment

http://www.technorati.com/


10 Minutes a Day: 1) Check Twitter for chatter about your brand / product / offering (2 minutes): Use tools like TweetDeck or

Twitter Search or Addictomatic to monitor conversations about XYZ in real-time. To check once a day, set up an RSS feed for a specific Twitter Search to go straight to your Google Reader. Do this by clicking the little RSS icon after you complete a search. Form now, ongoing search results shall be sent to your reader.

2) Scan Google Alerts (2 minutes): Check your Google Alerts for your brand name, products, executives or brand terms. To set this up, enter your search terms and select to receive updates as they happen or once daily. Now, when people blog about your products, an alert will be sent to your inbox. You can read the articles and respond right away

3) Check Facebook stats (1 minute): Visit your Page's Facebook Insights. This can be found by clicking "more" under the page's main photo. Scan your fans and page views count. If you are a member of a group, check to see if any new discussions started.

4) Answer Industry-related LinkedIn questions (3 minutes): Search for questions on LinkedIn that you or members of your company can answer. You can set up an RSS feed for specific question categories to go to your Google Reader as well. When you find a relevant question, respond and include a link to your website.

5) Use Google Reader to check Flickr, Delicious, Digg and others (2 minutes): Also set up RSS feeds for searches on your company name and industry terms in other social media sites. Similar to monitoring LinkedIn and Twitter, your Reader will serve as a great place to centralize your other searches too.

Monitoring & Measurement - checklist

Source: SWG Guidance

http://www.tweetdeck.com/beta/

http://www.tweetdeck.com/beta/

http://search.twitter.com/

http://search.twitter.com/

http://www.addictomatic.com/



http://www.google.com/reader/

http://www.google.com/reader/

http://www.google.com/alerts

http://www.google.com/alerts

http://www.facebook.com/advertising/?pages

http://www.facebook.com/advertising/?pages

http://www.linkedin.com/searchAnswers

http://www.linkedin.com/searchAnswers


Guidance: Social Media Guidelines @IBM


378,000+ (including Alumni)

39,000+ users, 500+ IBM groups(65% outside the US)

over 25,000 IBMers on Twitter200+ branded Twitter accounts

200+ IBM channels

75,000+

100,000 IBMers collaborating with 200,000 non-IBMers

61 communities, 300+ blogs, 5000+ profiles

Source : Maria Arbusto

Some numbers..


Social Selling

Social Selling

Sales

CRM

Smarter Commerce • 43% Target Customers• 14% Sales Activities• 6% Customer Support

• 43% Target Customers• 14% Sales Activities• 6% Customer Support

Do we have Social Sales?Do we have Social Sales?


Enable our sellers: Selling through Social Media

Recognized internally as innovative Intelligent Listening was the 1st coordinated activity to get sellers to

mine for opportunities & respond to these posts in social media.

A multi-locale, multi-brand program - coordinated centrally by WW, but managed locally. Recognized as innovative and funded by STG, SWG, ITS & GB.

Build skills on the sales tam: The program offers training & support -- proven methodologies, key words, best practices and metrics tracking.

Recognized externally as innovative Case Study: How IBM Uncovers “Millions of Dollars” Worth of Sales

Leads with Social Media, eMarketer, April 2010

Evidence that Social Media Really Does Drive Sales, The Next Web, Sept 2010

Source: Anne Fernald, report dec 2010

http://www.emarketer.com/blog/index.php/case-study-ibm-drives-millions-dollars-worth-sales-leads-social-media/



http://thenextweb.com/socialmedia/2010/09/21/evidence-that-social-media-really-does-drive-sales/

http://thenextweb.com/socialmedia/2010/09/21/evidence-that-social-media-really-does-drive-sales/


Enable our customers: Smarter Commerce


Create relevant

messages

Deliver targeted messages and offers

Optimize display and search ad programs

Insights from social media and

other sources

Capture responses and

refine

22

© 2010 IBM Corporation 23

StaplesFor Staples, a $24B retailer, Smarter Commerce means delivering more value to customers driving increased satisfaction and loyalty through their online channel with 60% increase conversion rates, driving growth in their business supporting a ~9000 orders per hour (2.6 transactions/sec)

CrocsFor Crocs*, a $700M manufacturer, Smarter Commerce means transforming their fulfillment operations and supply chain so internet customer orders are filled with nearly 100% accuracy through their network of suppliers at the lowest cost

ING BankFor ING Bank*, serving over 8M customers, Smarter Commerce means transforming their marketing so personalized product offers can be delivered across multiple channels in real time for an expected €20M increase in corporate earnings, 35% reduction in marketing costs, and shorter cycle times

*Case studies based on Coremetrics, Sterling Commerce and Unica solutions


Social Business

Social Business

Collaboration

Integration of Social Media in D2D Business • 63% Private purpose • 63% Private purpose

Do we have a Social Business?Do we have a Social Business?


Social Business Jam

Topics:1.Building the social business of the future

2.Developing participatory organizations through social adoption

3.Using social media to understand and engage with customers

4.Determining what social means for IT

5.Identifying risks and establishing governance

Topics:1.Building the social business of the future

2.Developing participatory organizations through social adoption

3.Using social media to understand and engage with customers

4.Determining what social means for IT

5.Identifying risks and establishing governance


Feb 8 – Feb 10 2011 • 72hrs uninterrupted• > 2.700 people• 80 Countries

Feb 8 – Feb 10 2011 • 72hrs uninterrupted• > 2.700 people• 80 Countries

Worldwide Online Conversation• 2.600 Discussion posts• 600 Tweets

Worldwide Online Conversation• 2.600 Discussion posts• 600 Tweets

Corporations, academics, institutions, non-profit organizations, government agencies, …Corporations, academics, institutions, non-profit organizations, government agencies, …

..and the conversation continues in LinkedIn

http://www.linkedin.com/groups/Social-Business-Jam-3783476




What is most likely to encourage you to use social software more often in your job?

7% Increased use by executives 24% Ease of use of the tools 13% Available on any device 9% Increased use by my customer 47% Embedded in the applications I use to do my job

How does your organization use social software?

18% Primarily as an internal tool used by employees 13% Primarily use external social media as a marketing and communications tool 52% Extensively, both internally and externally 17% Only in a limited fashion


What percentage of your online time do you spend on social networking?

25% More than 50% 20% 25–50% 33% 10–25% 22% 0–10%

How often do you post a status update on your social tools for work purposes?

3% Hourly 16% A few times a day 32% A few times a week 36% A few times a month13% Never


Do you think traditional structured business processes will give way to socially collaborative processes?

41% Yes, extensively and within five years 30% Yes, extensively but over a longer period of time 29% Maybe, for select business processes 0% No, it will not be a widespread phenomenon

41% Yes, extensively and within five years 30% Yes, extensively but over a longer period of time 29% Maybe, for select business processes 0% No, it will not be a widespread phenomenon


“Social Media describes the online technologies and practices that people use to share news, content, opinions, insights, experiences, perspectives and media.”


BlogsCommunities

Bookmarks

Activities

Profiles

Wikis

Files

Lotus Connections

Internal: use of Social Media to collaborate with Colleagues


My Profile


Blogs


Bookmarks


Activities

Activities


Files


Community Page


External: use of Social Media to collaborate with 3rd parties


Conclusion

Enable your people–They’re the brand

Have a Social Policy

Have a Social Strategy

Embed Social media in your day to day business–To collaborate internally and externally–To Listen en Learn–To Share and to Contribute


Thank You !

use of social media in day to day business

Technology