Finding the value of Social Media: The IBM perspective. Roy Lee, UK & Ireland Brand Manager, IBM
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Presented at Fox Parrack Singapour's Inside Knowledge Seminar, 17th June 2010. IBM has been one of those pioneering organisations, very much at the vanguard of the digital media revolution. With innovation and experimentation at the heart of their approach, Roy will share insights into IBM’s Social Media journey; some of the early successes, lessons learned so far and the continuing internal debate into the quest to find the real value for the business. The speakers have agreed to share their presentations on the basis that if you use any element of these presentations, please reference them as the source.
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Finding the value of Social Media: The IBM perspective. Roy Lee, UK & Ireland Brand Manager, IBM
- 1. Finding the value of Social Media: An IBM perspective Roy Lee Brand Manager IBM
- 2. Our job is to define who within our target audience is engaged in social media.
- 3. Our job is to forecast the return on investment that social media can deliver and then measure our progress.
- 4. Our job is to define a taxonomy for digital media and place social media in context.
- 5. Our job is to resolve how Social Media helps achieve our Objectives.
- 6. ....and articulate social media in a context that our business currently understands .
- 7. We have been here many times before...... <html> <H1>A Digital Publishing Revolution</h1> </html>
- 8. many times before... <xml> <detail>We even changed the structure</detail> </xml>
- 9. What is different this time...... Everything vs Nothing
- 11. Instrumented - Interconnected - Intelligent
- 12. What differentiates us: Our Values
- 13. Dedication to every client’s success. Innovation that matters, for our company and for the world. Trust and personal accountabilityin all relationships.
- 14. Digital Taxonomy Social Engagement/Media: Reach broader audience through integrating brand content into community. Drive brand interest and conversation. eNurture: Data opt-in in exchange for content, including follow-up communications stream to convert prospects to customers and loyalists Emerging Media: Mobile, OOH or other digital engagement beyond Website – reaching target ‘on-the-go’ Content: optimize landing pages so Website appears in search results and site visitors find content engaging. Listening to the ‘words’ your target uses to inform Search Keywords & Content Creation. Assessing brand sentiment and reputation. Paid DG Media: intercept and engage prospects to drive responses and leads Analytics: Tagging and tracking all content and experiences through the user journey in order to evaluate impact and optimize tactics Search: paid keywords Drive to opt-in landing pages
- 15. A vast scope of tactics comprise the digital mix within IBM, managed by a number of professionals in brand system, demand programmes and workforce & field enablement.
- 16. Everyone has a role in Social Media Advertising Search Events Content e-Nuture
- 17. The IBM Branded Widget - example
- 18. Question of the Day – Community Poll Result
- 19. IBM Branded Think_Tech Page Twitter Page
- 20. Audience:
- 21. IBM is already engaged 343,000,000 Social Media Postings 4,200,000 Conferences 28,000,000 Volunteer hours 2,874,200,000 emails Note: Data source IBM 2008
- 22. Audience: 824 Followers – 50 CEOs!
- 23. LISTENING:
- 24. Every campaign or project will have individual objectives requiring specific outcomes
- 26. Quality of voice
- 27. Where/when encounters are taking place
- 30. Relative contribution to lead generation
- 31. Relative contribution to advocacy behaviourESTABLISH benchmark measures (10% volume and 3% share of voice – Add sentiment when available)
- 32. Social Media measurement process Concept Define what we are trying to accomplish and how we’ll know if we’ve succeeded Synthesise social performance drivers and identify actionable opportunities for programme adjustment Optimization Definition Outline social strategy and insight+ optimisation approach To achieve goals Implement and launch programme ensuring proper execution and accurate performance data collection Design Deployment Enumerate social tactics and measurement enablement methods for programme
- 34. Keep registrants informed of updates to the agenda, speakers etc
- 36. Humanise IBM
- 37. Engage in conversation and build trust via twitter (hashtags used), facebook, youtube and flckr.
- 39. Nurture long term relationships
- 40. Test as a DG tacticResults July – Sept 09 : Web Pages Page Views = 4k Unique Visitors = 2.5k Repeat Visitors = 2k Registration form conversion = 47% Presentation downloads = 602 Social Media Twitter followers = 68 (maintained since event) Search = Top 10 Google ranking for search terms during event. Most used search term ‘Pulse ANZ’ Youtube Video = 83 views Flickr = 43 27
- 41. Social Media is still a fledgling part of the mix.....
- 42. Social Media measurement tools - banter......