Text 100 & IBM at SMWF 2012: Social Media & B2B Comms

Social Media & B2B Comms

Joseph HanleyExternal Relations Director

IBM Europe

Lance ConcannonDigital LeadText 100 UK

• Watson• Brazil infrastructure thingy

Help!

I’m scared!

B2B Challenges• Niche audiences

• Less forgiving environment

• ROI question

• Brand management

Google+

Independent Facebook pages or groups

Official company Facebook page

LinkedIn

YouTube

Independent third party Twitter profiles

Official company Twitter profile

Independent third party blogs

Wikipedia

Official company blogs

Company websites

Press releases

0 10 20 30 40 50 60 70 80

Most useful research channels

Preferred contact channels

Bonus statistic

2.6

IBM Case Study

IBM

• World’s second biggest brand*

• 100 years young

• 400,000+ employees

• $107 billion revenue 2011

*Interbrand 2011

IBM & Social Media

• Home to global

• Publish to provision

• Permission to policy

Strategy Thoughts

• Brand

• Skills

• Integrate

• Eminence

• Analytics

Optimise content for sharing

• Created a social media “Bible” for the comms team to help them ensure all content the produce is

Sales Eminence

Helping IBM’s consultants reach their audience

• Joe Hanley - @adare

• Lance Concannon - @concannon