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Social @ IBM: Leading with the IBMer

Delphine Remy-Boutang Social Media Marketing Director WW , IBM Software @delphinerb

@delphinerb

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Direct Results

2004-2009 2010-2015

Experimentation

§  Value: Web as a promotional vehicle

§  Primary Goals: Trial a new media concept, gain eyeballs, build brand and drive awareness

§  Measurements: Cost per impression

§  Marketing Tactics: –  Branding – buttons,

banners –  E-mail – newsletters, list

rentals

1996-2003

§  Value: Web as a direct results platform

§  Primary Goals: Drive traffic and lead generation

§  Secondary Goals: Thought leadership and branding

§  Measurements: CPL, CPC, brand measurements confirmed through surveys

§  Marketing Tactics: –  Search ads –  Lead generation – white

papers, webcasts –  Branding - IMUs, larger

units, microsites –  E-mail – list rentals

§  Value: Web as a relationship management platform

§  Primary Goals: Engaging prospects and customers outside of their Web site

§  Secondary Goals: Lead generation, drive traffic, thought leadership and branding

§  Measurements: Cost of sales, customer retention, brand penetration and measurements from direct results stage

§  Marketing Tactics: –  Vendor communities –  Two-way ads –  Messaging connections

using trigger marketing –  Successful tactics from

direct results stage

Relationship

Evolution of online marketing

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Source: Toolbox

@delphinerb

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Over last 100 years, the world has come to know IBM through the IBMer @delphinerb

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The IBM brand strategy today still leads with the employee @delphinerb

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Snapshot of IBM employee social computing activity

• Blogs - 17,000 blogs

• SocialBlue – 70K members

• WikiCentral –1 million daily page views

• InnovationJam – 4 Jams, 500,000 participants

• Media Library – 14 million downloads

198,000

196,000

100,000+

25,000+

300,000+

Internal External

@delphinerb

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Employee-generated brand interactions are growing exponentially @delphinerb

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Evangelization: Blue IQ Ambassador program

Worldwide community of social software evangelists passionate about social networking Volunteer their time and talent to energize and enable every IBMer to benefit from using social software, both internally and externally

@delphinerb

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Using social media for innovation

@delphinerb

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IBM Social Business Jam February 8-11, 2011

The Social Business Jam Cooperatively explore the value of social technology in business, the mitigation of its risks, and the management system required to drive a social transformation.

An important dialog about the growing influence of social technology in business

@delphinerb

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Using social media to surface IBMers’ expertise

@delphinerb

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Surfacing experts: On our own domains (ex: ibm.com/software)

Grow IBM’s digital eminence

@delphinerb

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Surfacing experts: On third-party platforms (First ever Slideshare network) @delphinerb

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Aggregating experts’ social activity across Web on our own domain @delphinerb

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Surfacing experts: In our mass marketing… @delphinerb

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Using social media to activate participation in building a Smarter Planet

@delphinerb

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Move from telling people about a Smarter Planet…

…to helping people

experience a Smarter

Planet

@delphinerb

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Using social media to create the world’s largest supercomputer

World Community Grid. Donate your idle computing time to

to fight cancer

to find a cure for HIV/AIDS

to find new renewable energy sources YOU CHOOSE WHAT ITS USED FOR

http://www.Facebook.com/PeopleForaSmarterPlanet

@delphinerb

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Executive Summary: IBM Centennial through Social Conversations

• The Centennial and Celebration of Service evoked a public expression of enthusiasm and pride by IBM employees.

• Accordingly, IBM saw a dramatic shift in the tone of its online buzz, moving from a predominantly neutral topic of conversation to one in which one-in-four mentions are positive.

• IBM's worldwide presence dominated – with active social participation from IBMers across the globe.

• Key conversational themes reflected IBM’s Centennial programs demonstrating that they were understood and embraced by those engaged in social discussions worldwide.

@delphinerb

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Social Conversations around IBM, IBM100, and #IBM100 #progress:

• Volume The social conversation of “IBM” was at an all time high on June 16 with close to 24,000 global mentions. Due to the high volume of conversation regarding Centennial on Twitter, "IBM" gained its first "Trending Topic" status in New York the United States, and India.

• Note: A "Trending Topic" is a word(s) or hashtag that is one of the most common phrases appearing in messages on Twitter.

@delphinerb

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#IBM100

Global: Director at Microsoft with over 260,00 followers

News Source

Global

#IBM100 #progress

Global

Global

Global

Business Partners

#IBM

News Source

Journalist

Journalist

Comedian

Global

Social Conversations around IBM, IBM100, and #IBM100 #progress:

Participants & Sentiment IBMers, alumni, journalists, customers, and business partners world-wide joined the Centennial social conversation, including over 500 tweets on the #IBM100 #progress discussion featured on ibm100.com. During the Centennial week, the sentiment expressed in the social conversations for IBM increased to 25% positive, which is a marked increase over the generally neutral conversation which is maintained on a daily basis. Less than 1% of the conversation around IBM had a negative sentiment.

@delphinerb

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Social Conversations around Celebration of Service

The Celebration of Service social conversation drastically increased during the Centennial week, with over 500 #CoS and over 1300 #IBM tagged interactions on the Day of Service.

The sentiment expressed in the Celebration of Service social conversation was notably high, with the conversation classified as 4% "very positive", 15% "positive", and 0% negative.

Celebration of Service participants worldwide uploaded over 1500 photos on ibm100.com.

Plans to sustain engagement, drive service pledges, and ongoing support will continue through the remainder of the year for Celebration of Service, as well as additional Centennial programs.

“#IBM100 years. Congratulations to all who participated in service day. Blood donation, books, adoption of dogs and planting trees.”

@delphinerb

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social media guidelines, education,

@delphinerb

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IBM Digital Strategy @delphinerb

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IBM Digital sales strategy Framework

@delphinerb

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ü Be who you are ü Speak in the first person ü Use a disclaimer ü Respect your audience ü  Add value ü Don't pick fights ü Be the first to respond to your own mistakes. ü Use your best judgment. ü Don't forget your day job.

IBM supports open dialogue and the exchange of ideas: To learn, to contribute

IBM Social Computing guidelines, social enablement"@delphinerb

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Delphine Remy-Boutang WW Digital, Social Media Marketing Manager, IBM Software my social media blog my social Media daily news IBM expert network on Slideshare "Twitter: @delphinerb Linkedin Facebook"Foursquare"Une Guideline pour les IBMers France Television guest blogger

@delphinerb

 Thank you