Presented with Susan Emerick and Bill Chamberlin of IBM at the WOMMA conference in May 2011

1. Enabling the Social
Workforce
Susan Emerick
Bill Chamberlain
Chris Boudreaux
May 9, 2011

2. About Us
Susan Bill Chris
Emerick Chamberlin Boudreaux
@sfemerick @horizonwatching @cboudreaux
(248) 552-5797 (847) 805-2335 (415) 692-1250

3. Best Social Business

4. Agenda
• IBM History and Strategic Direction
• Evolution of Social Media in IBM Marketing
• Implications on the Workforce
• What We Did
• What We Learned

5. 100 Year-Old Global Technology Company

6. #12 in Fortune’s Most Admired

7. The world knows IBM through the IBMer
http://www.youtube.com/watch?v=0dcm4GNpRbY

8. IBM People Dominate Brand Interactions
• Media library: 25k Produced by
uploads Employees
• Beehive: 50k members
• WikiCentral, BlogCentral,
Bluepedia
• 1 M posts in IBM
Forums
Total
• IBMers author Social
Content Media Guidelines
Items • W3 Editorial Board
dissolved
• Last issue of
Think magazine
Produced by
Corporate
1999 2002 2003 2005 2006 2007 2008 2010
Years
12 people can publish to home page 1,141 people can publish to home page
100% Comms employees 40% Comms employees

9. Outcomes
Behavior THE IBM DIGITAL Interaction
Model
STRATEGY
Lead how forward thinkers
engage with experts and
expertise to make the world
better
Design a digital system that
engenders trust and accelerates
forward thinking and action
Management
Infrastructure
Iterate, iterate, iterate System
Information
Model

10. Social Business Extends Beyond Marketing

11. Social Business Transformation
Social Business
Traditional Business • Empowering the workforce
to be strategic experts in
social business
• Safeguarding the enterprise
• Employing new business
• Selective use of social models to drive business
media value
• Traditional and siloed
business processes and
models

12. Enterprise-Wide Engagement Based on Robust Mining
Research Planning Engagement Metrics
Map the digital Build foundation Participate and Report
landscape for effective social ignite engagement
media conversations metrics and KPIs
engagement

13. Enabling Masses of Communicators
Informed Engagement
Enabled by Social Intelligence
Social
Social Social Coverage Measurement
Ecosystem
Intelligence Model and Reporting
Mapping
Education Curriculum
Social Enablement
Expertise Locator

14. Education Curriculum
• Certification-based training
• On-demand courses: Fundamentals, Relationship building, Digital
Citizenship
Social Enablement
• Practical guidance and exercises to help employees define social
profiles
• Set up social channels & develop social presence
• Practical tips and resources to help employees engage socially
• Digital assets
Expertise Locator
• Web app for finding IBM experts by skill or expertise
• Employees define their areas of expertise
• Choose types of activities they will perform and how to engage
them

15. Visibility for Experts

16. Taxonomy of Social Intelligence Capabilities
Source: Converseon analysis 2011
more insight less insight
Engage Relationship Response
Business
Use
Listen Mining Monitoring
Batch Real-time
Analytical Timing

17. Conversation Benchmark
• Who are the voices in the • What are the voices, topics and venues
conversation? by funnel stage?
• What is each voice saying? • What is our brand awareness?
• Where are they saying it? • What is our customer satisfaction?
• Who is influencing the conversation? • What are the specific causes of
sentiment versus competitors?
• How does our sentiment benchmark in
our industry and across industries?

18. Experts Cover Influencers by Topic
Example » Which online influencers should
Influencer Targeting in a Category I engage?
» Who are the most influential
online authors in my space, and
where are they heard?
» How much influence does each
author exert?
» To what extent do these authors
influence each other?
» Which influencers should my
brand engage, and how?
Automated
Tools

19. Susan Bill Chris
Emerick Chamberlin Boudreaux
@sfemerick @horizonwatching @cboudreaux
(248) 552-5797 (847) 805-2335 (415) 692-1250