1. @delphinerb
How IBM has transformed into social
business
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2. @delphinerb
Over last 100 years, the world has come to know IBM through the IBMer
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3. @delphinerb
The IBM brand strategy today still leads with the employee
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4. @delphinerb
Evolution of online marketing
Relationship
Direct Results
 Value: Web as a relationship
Experimentation management platform
 Value: Web as a direct results  Primary Goals: Engaging
platform prospects and customers outside
of their Web site
 Primary Goals: Drive traffic and
 Value: Web as a promotional lead generation  Secondary Goals: Lead
vehicle generation, drive traffic, thought
 Secondary Goals: Thought leadership and branding
 Primary Goals: Trial a new leadership and branding
media concept, gain eyeballs,  Measurements: Cost of sales,
build brand and drive awareness  Measurements: CPL, CPC, customer retention, brand
brand measurements confirmed penetration and measurements
 Measurements: Cost per through surveys from direct results stage
impression
 Marketing Tactics:  Marketing Tactics:
 Marketing Tactics:
– Search ads – Vendor communities
– Branding – buttons,
banners
– Lead generation – white – Two-way ads
papers, webcasts – Messaging connections
– E-mail – newsletters, list
rentals
– Branding - IMUs, larger using trigger marketing
units, microsites – Successful tactics from
– E-mail – list rentals direct results stage
1996-2003 2004-2009 2010-2015
Source: Toolbox
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5. @delphinerb
Employee-generated brand interactions are growing exponentially
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6. @delphinerb
Snapshot of IBM employee social computing activity
Internal External
•Blogs - 17,000 blogs 300,000+
•SocialBlue – 70K members 25,000+
•WikiCentral –1 million daily
page views 100,000+
•InnovationJam – 4 Jams,
500,000 participants 200,000 +
•Media Library – 14 million 370,000+
downloads
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7. @delphinerb
social media guidelines, education,
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8. @delphinerb
IBM social media programs timeline
80s-90s 2001 2003/04 2005 2006 2007 2008 2009 2010 2011
ValuesJam: Employee IBM hosts Cattail: BeeHive: Lotus BlogCentral, Social
Online VM Launched
Employees self Innovation social file Internal Connectio WikiCentral, Business
Chat Forums first all-
collaborate publishing Jam for sharing social ns BlueTwit, & IBM
(1980s) employee
to create platform, employees, network establishe SocialBlue, tool
online DogEar:
Launched Values IBM clients, etc. d on w3 DogEar, launched
brainstorm, social BlueTwit:
online Media and Cattail all
WorldJam microblog
employee BlogCentral: Library, tagging ibm.com merge into Expert
All- launched ging Lotus Locator
portal, w3 Fringe4:
behind SocialBlu
(1996) employee on Internal Connections across
blogging firewall e: Internal P.O.E.
intranet social
Launched platform on social Social domains
Lotus networkin network Aggregator
intranet Deployed
SameTime g launched
developer Social
Instant
Works Expert Business
Messaging
blogs on Locator Manager
(1998)
ibm.com launched on role
Launched ibm.com
developer WikiCentral
launched on IBMers form
Works
w3. largest
Communities
employee
(1999)
communities
on LinkedIn,
Facebook,
Twitter

9. @delphinerb
IBM social media governance timeline
Launch the
Social
Business @
IBM Tool
Create Social
Social Business
Conduct Computing Management
Enterprise Guidelines Council
Risk 3.0
Host Social
Assessment IBM SVPs Business Jam
Legal Host Social
Build Social
Update publishes Business
Intelligence
Blogging Social Forum
System for
Guidelines Computing Social Media always-on
(now called FAQs located on crisis and
Employees Social All employee IBM opportunity
Write Blogging Computing BCG Enterprise monitoring &
Guidelines Guidelines) Education Risk Map workflow
2005 2008 2009 2010 2011

10. @delphinerb
Social Computing Guidelines Living IBM Values in the Digital World
IBM supports open dialogue and the exchange of ideas: To learn, to contribute
Be who you are
Speak in the first person
Use a disclaimer
Respect your audience
 Add value
Don't pick fights
Be the first to respond to
your own mistakes.
Use your best judgment.
Don't forget your day job.
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11. @delphinerb
Social Business enablement program
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12. @delphinerb
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
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13. @delphinerb
Using social media to surface IBMers’ expertise
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14. @delphinerb
Surfacing experts: In our mass marketing…
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15. @delphinerb
Surfacing experts: On our own domains
Grow IBM’s digital eminence
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16. @delphinerb
Aggregating experts’ social activity across Web on our own domain
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17. @delphinerb
Surfacing experts: On third-party platforms (First ever Slideshare network)
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18. @delphinerb
Move from …to helping
telling people people
about experience
a Smarter a Smarter
Planet… Planet
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19. @delphinerb
IBM 100 Social Campaign example
The Celebration of Service social conversation
Celebration of Service participants worldwide uploaded over 1500 photos on ibm100.com.
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.
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20. Another campaign example
• Wimbledon – LHR campaign – video
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21. Social Media measured –report Metrics
@delphinerb
Social Media KPI #1 Social Media KPI #2
Volume (how to measure) Share of Voice (how to measure)
Virtual
Informa Data
tion Center
Infrastr Dynami (Sun)
ucture c 10%
(EMC & Infrastr
Next VMwa… ucture
Next (IBM)
Gen
Gen Data
Infrastr
Data Center 31%
ucture
Center 3.0
(Accent
(HP) (Cisco)
ure)…
14% 4%
Social Media KPI #3
Sentiment (how to measure)
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22. @delphinerb
Evolution of social KPIs
Objective Metric Measure
Generate awareness -Traffic from social -# of clickthroughs
-Reach and impressions -# of visits
-# of viewers (reach by tgt audience)
-# of impressions/freq of exposure
Set the agenda -Volume of voice -# of keyword mentions
-Social assets published -# of assets
-Views of social assets -# of visits to assets
-Sentiment -% positive/negative/neutral
Beat the competition -Share of voice -% of mentions (versus competitors)
-Sentiment -% positive versus competition
-Competitive wins -TBD: Competitive wins
Build advocacy -Non-IBM advocates -# of Champions recruited
-Outcome of activity -# of influencers reached
-Quality of social activity/influence
Increase thought leadership and -IBM SMEs -# of SMEs recruited and active
influence -SME social eminence -Reach, authority, respect, influence, of SMEs, competitive
-Preference for IBM wins
-Leads and Brand health monitor?
Develop community -Network growth -Growth in # of members
-Engagement -Comments, responses, likes, re-mentions, ratings
-Community sentiment -Community value and SAT
Transform the business -Market insights -Ideas for business transformation, product innovation, new
markets, etc.
Capture leads -IWM registrations -# of conversions/registrations
Earn revenue -Validated lead revenue -$ from VLR and Win revenue
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23. http://www.youtube.com/watch?v=YjMTx4b6bLw&feature=player_embedded#!
Stop at 1.09
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24. Thank you
You have two choices:
You can continue to lock
yourself behind facile
corporate words and happy
talk brochures.
Delphine Remy-Boutang Or you can join the
@delphinerb conversation
founder & CEO
the social bureau
www.about.me/delphineRB
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