Andrada Morar Ronald Velten Ketchum Pleon IBM October 27 th 2011 TRANSFORMING IBM THROUGH SOCIAL BUSINESS
May 20, 2015
Andrada MorarRonald VeltenKetchum Pleon IBM
October 27th 2011
TRANSFORMING IBM THROUGH SOCIAL BUSINESS
60 MINUTE UPDATE SOCIAL MEDIA
Andrada Morar - Ketchum PleonHead of Social Media
Ronald Velten - IBM BeneluxMarketing, Communications & Citizenship Director
@AndradaMorar @ronaldvelten
#SMPIBM
KETCHUM PLEON-SOCIALMEDIA
KP loves the internet.
KP has a special understanding for the online culture.
KP helps their clients to join & participate to that culture.
KP sees a lot of opportunities and challenges for online marketing
KP is different than most other ‘social media’ shops You’ve Seen.
Identity of the brandon the web
Imago of the brandon the web
Ketchum Pleon Social Media
What KETCHUM PLEON does for their Clients
• the Development of new Social Media Strategies
• the Improvement of current Social Media Strategies
• the Creation of campaigns highly Integrated with the Social Media culture
• the Management of the online Communities
• the Strength of their other agencies online activities
• the Creation of compelling & share-worthy content
• the Deployment of Social Media for reaching their Internal Publics
• the Problem and Crisis solving activities
We use these relationships for creating truly unique and special campaigns.
Why? To bridge the gap between the brands identity & the brands image on the web.
Why are we different? The Strong relationships with powerful and influential communities!
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©2011 SugarCRM Inc. All rights reserved.
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©2011 SugarCRM Inc. All rights reserved.
“We don’t have a choice onwhether we DO social media,
the question is how well we DO it.”
- Erik Qualman
DO YOU HAVE A SOCIAL STRATEGY
HOW GOOD ARE YOU AT IT
Harsh Truth #1
Most social media strategies are
no strategies but just a view
‘out of the blue’ activities.
Harsh Truth #2
In the social media world brands love
to only take from their fans
instead of contributing something back into
the online ecosystem.
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.
So what do they want from us?
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
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©2011 SugarCRM Inc. All rights reserved.
“It is not just about doing social media for doing it, but how you use these emergingtechnologies for social business”
- Ronald Velten
FOUR COMPANY PROFILES OF SOCIAL MEDIA ADOPTERS
FOUR COMPANY PROFILES OF SOCIAL MEDIA ADOPTERS
THE IGNORENT
FOUR COMPANY PROFILES OF SOCIAL MEDIA ADOPTERS
THE IGNORENT
THE SCARED
FOUR COMPANY PROFILES OF SOCIAL MEDIA ADOPTERS
THE IGNORENT
THE SCARED
THE AMATEURISTIC
FOUR COMPANY PROFILES OF SOCIAL MEDIA ADOPTERS
THE IGNORENT
THE SCARED
THE AMATEURISTIC
THE SUCCESFULL
SOCIALBUSINESSa definition
Social business focusses on business outcomes, business models and management related to use of social mediatechnologies
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 Media
SOCIAL BUSINESS
Define a Social Media Strategy 1
2Brainstorm about lots of small, good ideas,
That is better than one big idea.
Community
collaboration creates innovation which leads to the best campaigns, content& ideas.3
4 On the Internet is NO Mass Audience.
WHAT IS IBM DOING
IBM IS A SOCIAL BUSINESS
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.
IBMers actively on Twitter
25.000IBMers present atFacebook
198.000IBMers utilizing LinkedIN, includingAlumni
378.000
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IBM channelsOn YouTube
200+Tweets upon the launchof our CMO study
1.000.000IBMers
collaboratingWith 200.000 nonIBMers via DevelopersWorks
100.000
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Individual blogs maintained regularly
17.000IBMers profiled at IBM connections
400.000Active page views a DAY of Wikis
1.000.000
50
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
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
IBM’s social business strategy is to catalog IBMers’ expertise, manage access to them and optimize their interactions with our constituents. By fully enabling the digital IBMer, we can systematically manage the way these social interactions connect with all relevant parts of IBM, including the Demand System – and perform all of these tasks at massive scale.
IBM’s social business strategy is to catalog IBMers’ expertise, manage access to them and optimize their interactions with our constituents. By fully enabling the digital IBMer, we can systematically manage the way these social interactions connect with all relevant parts of IBM, including the Demand System – and perform all of these tasks at massive scale.
Expert Locator
IBM’s social business strategy is to catalog IBMers’ expertise, manage access to them and optimize their interactions with our constituents. By fully enabling the digital IBMer, we can systematically manage the way these social interactions connect with all relevant parts of IBM, including the Demand System – and perform all of these tasks at massive scale.
Expert Relationship Management
Social Aggregator Expert Locator
IBM’s social business strategy is to catalog IBMers’ expertise, manage access to them and optimize their interactions with our constituents. By fully enabling the digital IBMer, we can systematically manage the way these social interactions connect with all relevant parts of IBM, including the Demand System – and perform all of these tasks at massive scale.
Expert Relationship Management
Social Aggregator
Social Business @ IBM
Expert Locator
IBM’s social business strategy is to catalog IBMers’ expertise, manage access to them and optimize their interactions with our constituents. By fully enabling the digital IBMer, we can systematically manage the way these social interactions connect with all relevant parts of IBM, including the Demand System – and perform all of these tasks at massive scale.
Expert Relationship Management
Social Aggregator
Social Business @ IBM
Expert Locator
Social Business Manager
Social Intelligence
IBM Social Business Strategy Enablement
1. Expert Locator
2. Expert Relationship Management
3. Social Business @ IBM
4. Social Activation For Centennial
5. People For A Smarter Planet
6. Social Aggregator
7. Social Business Manager
8. Digital Labs
9. Social Business Council
Expert Locator
Sponsored media
/smarterplanet
Mobile app
Expert Relationship Management
Social Business @ IBM
Social Activation For Centennial
People For a Smarter Planet
Social Aggregator
Social Aggregator
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 Retweet
s
Owns
6 listsListed 43
times603
Following
Social Business Manager
BUs PR / MR
Enabling this all via our Digital Labs
VisionConsolidated
InsightsEngage Energize
Embrace
Constituent(s)
Outcomes iteration
Data iteration
Optimization iteration
IT IS ALL ABOUT ENGAGEMENT
IT’S ALL ABOUT TRANSFORMING IBM’ers IN SOCIAL BUSINESS AMBASSADORS!
KP for IBM- communications
trainings that combine sales enablement, social media,
presentation skills and personal branding.
- key messaging sessions
- co-development Social Media Strategies
- co-creation of campaigns highly
integrated with the Social Media culture- co-management of the
online communities - co-creation of compelling & share-worthy
content - deployment of Social Media for reaching their Internal Publics
(Social) Media Training
Traditional Media
Social Media
Key Messaging
Personal Branding
Presentation Skills
The Execution
The Execution
The Results
IBMers have in-dept platform knowledge and know how to collaborate with and use every type of media.
IBMers are able to create hands-on messaging and know how to use media to bring their message across their target groups.
IBMers know their tone of voice and how to control their body language so it can strengthen their message when talking to media.
IBMers are aware of the role they should take in several situations (e.g. crisis) and know they are always seen as the spokesperson.
The Results
IBM’s Erwin Boeren is now a brand ambassador for IBM. Starting from scratch, he’s actively participating on several social platforms. Besides, he is an active blogger and successfully pitched his posts to several online media.
Crisis Communication
(Online) Crisis CommunicationTraditional Media
Social Media
• Teams Present– External Communications– Internal Communications– Corporate Security Officers
• Teams were unaware this was a Crisis Communication Exercise
• Exercise was split in three parts– Briefing 1 – Setting the Stage– Briefing 2 – Set the Stage on Fire– Briefing 3 – Aftercare
• Teams had 15 min only to respond on every new situation
The Execution
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RETURN ON ENGAGEMENT
Listen
Learn
Contribute
Share
Some handy links
Social @ IBM
IBM Social Business Guidelines
ibm.com/socialbusiness
and always welcome at @ronaldvelten
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