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Communicatie in de Digitale Realiteit
A Presentation by Jane DoeDecember 1, 2010
© 2011 IBM Corporation2
Yves Van Seters
Teamleader External Communications & Media Relations
IBM Benelux
© 2011 IBM Corporation3
IBM: The innovator’s innovator
Globally Integrated EnterpriseGlobally Integrated Enterprise
100 years of Expertise100 years of Expertise With a visionWith a vision
NYSE: IBM
Hardware, software, services, consultancy
B2B
Revenue in 2010: 99.870.000.000 USD (*)
Employees WW: 400.000
Ibm100.comIbm100.com(*) IBM annual report 2010: http://ibm.co/tHtFHP(*) IBM annual report 2010: http://ibm.co/tHtFHP
© 2011 IBM Corporation4
© 2011 IBM Corporation5
How active is IBM in Social Media ?
© 2011 IBM Corporation6
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
© 2011 IBM Corporation7
“We don’t have a choice onwhether we de social media, the question is
how well we DO it.” - Erik Qualman
© 2011 IBM Corporation8
© 2011 IBM Corporation9
“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
© 2011 IBM Corporation10
Spectrum of trust and guidanceEmployee Social Media engagement
Social Media Sites blocked
Social Media Sites blocked
Only Marketing engages Social Media
Only Marketing engages Social Media
Only approved employees engage
Only approved employees engage
All employees are deputized
All employees are deputized
Everyone does their own thing
Everyone does their own thing
© 2011 IBM Corporation11
Social Media
•Networking•Corporate Branding•Marketing•Communications•Personal Branding …
© 2011 IBM Corporation12
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
© 2011 IBM Corporation13
Social Media Guidelines @ IBM
© 2011 IBM Corporation14
14
“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
© 2011 IBM Corporation15
“Social Media is all about relevant CONTENT,
addressing the shared interests of your constituencies”
© 2011 IBM Corporation16
Social Business
VisionConsolidated
InsightsEngage Energize
Embrace
Constituent's)
Outcomes iteration
Data iteration
Optimization iteration
© 2011 IBM Corporation17
Harsh Truth #1
Most social media strategies are no
strategies !
They’re just a few ‘out of the blue’
activities.
© 2011 IBM Corporation18
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.
© 2011 IBM Corporation19
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.
© 2011 IBM Corporation20
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
© 2011 IBM Corporation21
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
© 2011 IBM Corporation22
Social Media
Listen
Learn
Contribute
Share
© 2011 IBM Corporation23
Define a Social Media Define a Social Media Strategy Strategy 1
© 2011 IBM Corporation24
2Brainstorm about Brainstorm about lots of small, good lots of small, good ideas, ideas,
That is better than That is better than one big idea. one big idea.
© 2011 IBM Corporation25
CommunityCommunity
collaboration creates collaboration creates innovation which innovation which leads to the best leads to the best campaigns, contentcampaigns, content& ideas.& ideas.3
© 2011 IBM Corporation26
4 On the Internet is On the Internet is NO Mass Audience.NO Mass Audience.
© 2011 IBM Corporation27
Now let’s crank things up a nudge…
© 2011 IBM Corporation29
29
“It is not just about doing social media for doing it, but how you use these emergingtechnologies for social business”
- Ronald Velten
© 2011 IBM Corporation30
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.
© 2011 IBM Corporation31
SOCIALBUSINESSa definition
Social business focusses on business outcomes, business models and management related to use of social mediatechnologies
© 2011 IBM Corporation32
© 2011 IBM Corporation33
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 BUSINESSSOCIAL BUSINESS
© 2011 IBM Corporation34
IT IS ALL ABOUT ENGAGEMENT
© 2011 IBM Corporation35
35
© 2011 IBM Corporation36
© 2011 IBM Corporation37
Some handy links
IBM Social Business Guidelines
ibm.com/socialbusiness
and always welcome at @yvesvs
This presentation on slideshare