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Social Media Aktivitäten bei Lotus (Stand Mai 2010)
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© 2010 IBM Corporation
Social Media at IBM Lotus Germany
Anika Geisel External Relations, IBM Software Group Germany
© 2010 IBM Corporation
How we started ...
� Why?
– IBM has strict data privacy regulations• Limited reach due to regular overall IBM campaigns (between 5.000 – 8.000 contacts by direct mail)
• Need to maximize the audience (customers, partners, opinion leaders)
– Traditional ways of communications are not effective enough
AND:
– Social Media is getting more and more important – worldwide and in Germany• In Germany: 11 Mio. unique visitors on facebook (Dez. 2009)
• German twitter users have an average age of 32 years (German twitter study march 2009)
• ... Social Media also works for B2B in Germany*:
– B2B-decision makers spend 2h of their working time in the internet
– 85 % of all respondents have identified a future supplier via web.
– 40 % regularly look at internet forums for business reasons
– 28 % take active part in online conversations
*Study of Virtual Identity 2009
© 2010 IBM Corporation
How we started ...
Microblogging & News Pushwww.twitter.com/Lotus_DE
Videos & Animations:www.youtube.com/user/IBMLotusDeutschland
Feed Consolidation http://friendfeed.com/lotusde
Presentations:
http://www.slideshare.net/lotus_de
Social Bookmarkinghttp://delicious.com/Lotus_DE
German Notes User Community (DNUG)
http://connections.euluc.com
IBM BlueBlog Platform on ibm.com/de/blueblog
http://www.ibm.com/de/blueblog/
Lotus Notes Group,other Special Interest Groups
www.xing.com
Facebook Fan Page Lotus Germany
http://www.facebook.com/Lotus.de
© 2010 IBM Corporation
Facts and Figures
� www.twitter.com/Lotus_DE
– 1.767 follower since March 2009
© 2010 IBM Corporation
Facts and Figures
� www.youtube.com/user/IBMLotusDeutschland
– 5.500 channel views since March 2009– 57 videos until now with IBMer, customers and business partners
– First adaption in German magazines
© 2010 IBM Corporation
Facts and Figures
� Lotus Blogs on EULUC– Founded in April 2007
– Based on Lotus Connections
– About 1.200 „members“
– Lots of traffic (> 500.000); huge rise of hits in 2009
© 2010 IBM Corporation
NEW social media-tools
� Monthly social media monitoring report sent by mail
� Lotus Knows Web Robot (Feb. 2010)
– Feed Aggregator consoldiatung all German language News Feeds (Blogs, Twitter, external Blogs, Forums etc.)
– Allows access to external sites, but stays in front
© 2010 IBM Corporation
Lotus JamCamp 2010
� first social media event hosted by IBM in Germany
Event Page & Connections Community ibm.com/software/de/jamcamp
Mixture of Barcamp/Open Space event and normal event; high level keynote speakers giving ideas to discuss; Parody hitchhiker through the
Enterprise 2.0
Going on the road with 10 Bloggers and IBM'ers through Germany in
Lotus knows Look-and-feel. Stops at
Blogosphere places, universities, customers
etc.
Kicked off as keynote at re:publica 2010,
continued at re:publica ind dedicated Jam room with IBM'ers, 10 days of
discussions with dedicated hosts, fueled
by Bus tour
April 23 - 24April 17 – 23April 14 – 24
The CampThe BusThe Jam
© 2010 IBM Corporation
Results:
� Launch of IdeaJam at re:publica 2010
– 4 idea spaces:• Smarter Work – Workplace of the future?
• Enterprise 2.0 and guidelines
• How are concrete benefits of using social
media?
• Social media marketing – hype or future
trend?
– About 100 contributors, more than 90 ideas, 326 comments and 422 qualified votes
© 2010 IBM Corporation
Results:
� Jam Camp-Tour
– Great discussions inside the bus and at the bus stops
– Videos of the tour by „BytheFire TV“
© 2010 IBM Corporation
Results:
� Event
– Great and well-known keynote speakers– Excellent feedback from all visitors via blogs, twitter and in face-to-face-conversation
– 18 sponsors and partners
„Big companies like IBM have to be an example for others in terms of the spirit and the inspiration of modern event communications formats.“
Martin Meyer-Gossner
„The positioning of the Lotus brand (where has it been the past years, by the way?) among Bloggers, „Digital Somethings“ and companies dealing actively with the changes caused by the web has been successful for sure. The JamCamp in Ehningen has helped a lot in this regard with an open and unconventional atmosphere that you wouldn't expect from a big organisation within the IT industry.“
Oliver Zils
„The Lotus JamCamp in Ehningen was a serious and positive example for an event organized by a company without the feeling of being exposed to marketing messages all the time. This was another reason for the very good atmosphere throughout the event. The mixture of attendees, partly with people already knowing the open space Barcamp concept and on the other hand companies that didn't yet know this concept, has been positive as well.“
Tobias Glawe
© 2010 IBM Corporation
Livestream and On Demand Videos
© 2010 IBM Corporation
'JamCamp' in Social Media
April 03 until May 03 – 555 Mentions of JamCamp● April 22: 53 Mentions● April 23 / 1st day of Lotus JamCamp: 51 Mentions
Source: Radian 6
© 2010 IBM Corporation
#LJC on twitter
April 01 until May 01 – 779 Tweets mentioning #ljc● April 23 / 1st day of Lotus JamCamp: 225 Tweets● April 24 / 2nd day of Lotus JamCamp: 134 Tweets
Source: t-crawl and TweetReach
779 tweets for #ljc
Thank you!
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Disclaimer© Copyright IBM Corporation 2010
IBM Deutschland GmbHIBM Software GroupIBM Allee 1D-71139 EhningenGermanyProduced in GermanyAll Rights Reserved
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References in this publication to IBM products and services do not imply that IBM intends to make them available in all countries in which IBM operates.
The information contained in this documentation is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained in this documentation, it is provided “as is” without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this documentation or any other documentation. Nothing contained in this documentation is intended to, nor shall have the effect of, creating any warranties or representations from IBM (or its suppliers or licensors), or altering the terms and conditions of the applicable license agreement governing the use of IBM software.