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This deck was presented at a breakout at the 2011 WOMMA Chicago School of WOM in May of 2011. Susan Emerick, IBM and Chris Boudreaux, Converseon, joined me in presenting these slides and discussing how IBM is encouraging and enabling employees to participate in the social media landscape.
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May 9, 2011
Enabling the Social Workforce
Susan EmerickBill ChamberlainChris Boudreaux
About Us
SusanEmerick
@sfemerick(248) 552-5797
BillChamberlin
@horizonwatching(847) 805-2335
ChrisBoudreaux
@cboudreaux(415) 692-1250
Best Social Business
Agenda
• IBM History and Strategic Direction
• Evolution of Social Media in IBM Marketing
• Implications on the Workforce
• What We Did
• What We Learned
100 Year-Old Global Technology Company
#12 in Fortune’s Most Admired
The world knows IBM through the IBMer
http://www.youtube.com/watch?v=0dcm4GNpRbY
IBM People Dominate Brand Interactions
1999 2002 2003 2005 2006 2007 2008 2010
Years
Total Content Items
Produced by Employees
Produced by Corporate
• Last issue of Think magazine
• IBMers author Social Media Guidelines
• W3 Editorial Board dissolved
• 1 M posts in IBM Forums
• Media library: 25k uploads
• Beehive: 50k members• WikiCentral, BlogCentral,
Bluepedia
12 people can publish to home page100% Comms employees
1,141 people can publish to home page40% Comms employees
THE IBM DIGITAL STRATEGY
Lead how forward thinkers engage with experts and
expertise to make the world better
Design a digital system that engenders trust and accelerates
forward thinking and action
Iterate, iterate, iterate
Behavior Model
Infrastructure
InformationModel
ManagementSystem
Interaction
Outcomes
Social Business Extends Beyond Marketing
Social Business Transformation
Traditional Business
Social Business
• Empowering the workforce to be strategic experts in social business
• Employing new business models to drive business value
• Safeguarding the enterprise
• Selective use of social media
• Traditional and siloed business processes and models
Enterprise-Wide Engagement Based on Robust Mining
Build foundation for effective social media engagement
Participate and ignite conversations
Report engagement metrics and KPIs
Map the digital landscape
Research Planning Engagement Metrics
Enabling Masses of Communicators
Social Enablement
Expertise Locator
Education Curriculum
Social Intelligence Social
Ecosystem Mapping
Social Coverage Model
Measurement and Reporting
Informed EngagementEnabled by Social Intelligence
Social Computing Curriculum• Certification-based training• On-demand courses
• Fundamentals of social computing• Relationship building• Digital Citizenship
Social Enablement• Practical guidance & excersises to help employees define social profiles• Set up social channels & develop social presence
Expertise Locator• Web-based service designed to aid in the search and discovery of IBM
experts• Allows employees to define areas of expertise• Choose types of activities they wish to perform• Indicate how others may engage with them
Centennial Programs• Practical tips & resources to help employees engage socially in IBM's
Centennial programs • Celebration of Service• Icons of Progress• Lecture Series• ibm.com Community Profile
Visibility for Experts
Batch Real-time
Analytical Timing
Engage
Listen
Business Use
Monitoring
ResponseRelationship
Taxonomy of Social Intelligence CapabilitiesSource: Converseon analysis 2011
Mining
more insight less insight
Conversation Benchmark
• What are the voices, topics and venues by funnel stage?
• What is our brand awareness?
• What is our customer satisfaction?
• What are the specific causes of sentiment versus competitors?
• How does our sentiment benchmark in our industry and across industries?
• Who are the voices in the conversation?
• What is each voice saying?
• Where are they saying it?
• Who is influencing the conversation?
» Which online influencers should I engage?
» Who are the most influential online authors in my space, and where are they heard?
» How much influence does each author exert?
» To what extent do these authors influence each other?
» Which influencers should my brand engage, and how?
Experts Cover Influencers by Topic
Automated Tools
ExampleInfluencer Targeting in a Category
SusanEmerick
@sfemerick(248) 552-5797
BillChamberlin
@horizonwatching(847) 805-2335
ChrisBoudreaux
@cboudreaux(415) 692-1250