On May 23 I had the pleasure to open up the Dachis Social Business Summit in Berlin. Due to the fact that Matt Collins would be presenting later on the IBM Social Business vision with a lot of customer examples, I decided to go down a different path and tell the audience how I am personally live social as a Marketer within IBM.

1. Stefan Pfeiffer | Marketing Lead Social Business Europe
22/05/2012
Living social – Social Business as
Marketer within IBM
© 2012 IBM Corporation

2. To consider:
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3. The Social Stefan out there
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4. Time for Social Business: Communities everywhere
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5. Time for Social Business: My Use Cases as Marketer within IBM
●
Worker Community
… The Corporate Directory
… The MAC Community
… Digital IBMer
… The ICS Europe Wiki
●
Partner Community
… Secure Collaboration in the cloud with Suppliers
●
Customer Community
… Collaborate and interact with your customers: The EULUC Platform
… An Exceptional Web Experience is a Social Experience
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6. © 2011 IBM Corporation 6

7. The internal Social Network is
the Corporate Directory to find
people
From Microblogging to Activity Stream
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8. Social Business within IBM:
The Corporate Directory
 The Business Challenge:
– „If Only We Knew What We Know.“
– „I know, that one of the 400.000 IBM'ers has the
knowledge – who is it?“
 The „Social Business“ Way:
– (More than a) „Corporate Facebook“ behind the IBM
Firewall
– People used to private social networks like Facebook
ReportJ, Report-to-chain and a lot more information
– The Power of Tagging: Tag your colleagues, so that
they can be found
– The Power of Tagging across all modules generate
your Social Profile & Footprint
– Your activities across all modules (Blogs, Wikis,
Bookmarks, Communities etc.) generate your Social
Profile & Footprint – you become an expert
– Subject Matter Experts are connecting worldwide
– „Special Interest Communities“ evolve
8 © 2012 IBM Corporation

9. Example: The Mac-Community
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10. Social Business (not only) in Marketing:
IBM Mac-Users help each other
 The Business Challenge:
– BYOD (Bring your own device) IBM allows to use Mac-computers as workstation
– Access to network is provided (VPN), but no IT Support für Mac
 The „Social Business“ Way:
– IBMers have joined forces in a worldwide Mac-Community with Subcommunities (e.g. for iPhone, iPad, Notes on
Mac etc.)
– IBMers help each other in technical issues, questions of usage, Tips & Tricks around Mac and other iOS Devices
– Mac experts are directly visible and accessible
– Product Development uses the platform for feedback on new features and new products
– My personal result: In 3 years all my problems with my Mac were resolved in a more than reasonable time
– One example of many „Self-Service Communities“ within IBM
10 © 2012 IBM Corporation

11. Ambassadors for Social Business
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12. Social Business in IBM Collaboration Solutions:
The European ICS Wiki
 The Business Challenge:
– A new geographical organization has been build
Jan 1 with new Pan-European teams
– People don't each other
– People are in different departments with different
roles
– Access to the newest and and relevant
Information of all Departments
 The „Social Business“ Way:
– All Departments document their relevant
Information in the ICS Europe Wiki and are
responsible to maintain and keep it up to date
– Central Entry Point for all ICS Team Members in
Europe (and beyond)
– New Team Members have immediately access to
all relevant information
12 © 2012 IBM Corporation

13. IBM Connections
Profiles Home page
Find the people you need See what's happening across your
social network
Communities
Work with people who share Social Analytics
common roles and expertise Discover who and what you don’t know
via recommendations
Files
Post, share, and discover documents, Micro-blogging
presentations, images, and more Reach out for help your social network
Wikis
Create web content together Bookmarks
Save, share, and discover bookmarks
Activities
Organize your work and tap your Blogs
professional network Present your own ideas, and learn
from others
Forums Ideation Blogs
Exchange ideas with, and benefit from Create ideas and leverage the crowd to
the expertise of others develop them
Media Gallery Document Libraries
Add sizzle by sharing rich media like Photos Securely manage and collaborate on
and Videos business documents
13 © 2011 IBM Corporation

14. The Mobile Social Experience
 The Social Experience has to be more and more
mobile
 Breadth of Devices and OS
– Android
– Apple iOS
– Blackberry
– Windows Phone
 Mobile is driving us to back to usability, simplicity, ease
of use ...
14 © 2012 IBM Corporation

15. Secure Collaboration in the Cloud with Suppliers ...
15 © 2012 IBM Corporation

16. Social Business as a Marketer:
Collaborate with your suppliers
 The Business Challenge:
– In Marketing you are always working with external suppliers (PR Agency, Event
Organizers, Freelancers etc.)
 The Traditional Way:
– Graphics, Text files, presentations are being send by Email
– Large Files are transferred by FTP
– Project Management by Spreadsheet – Activities & Tasks are tracked by Email
– Meeting Minutes are exchanged by Email
 The „Social Business“ Way:
– Files (Graphics, presentations etc.) are securely shared in a Community
– Activities and Tasks are tracked with responsibility and deadlines in the Community
– All Project Members have the newest information, new ones get up to speed
extremely fast
– Ideation improves innovation: Transparent discussion & comments
– Realtime Communication through Online Meetings and Instant Messaging
– Combine the power of Social Software with Project Management
16 © 2012 IBM Corporation

17. Customer-Community: The EULUC-Platform
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18. Social Business as a Marketer:
In Touch with your Customers
 The Business Challenge:
– Customers want information and quality content faster
– Editorial Processes take time (Web Pages & Newsletters)
– Web Sites tend to be nice, colorful showcase and less communication platforms
 The Traditional Way:
– Web pages are updated by the web team
– Customers get the newest informations through E-Mail Newsletters (which need a layout and an editorial process
)
– Collaboration & Discussion with customers is Email-centric and individual
 The „Social Business“ Way:
– Nearly Realtime Publishing of Content on EULUC-blogs through Marketing and Subject Matter Experts
– „Different“ kind of information gets communicated: Links to interesting postings, comments, press clippings ...
– Postings and News get distributed through additional channels (Twitter, Facebook etc.)
– Customers interact directly, comment, discuss with IBM
– Much faster reaction by Marketing and Subject Matter Experts
– Efficient feedback-channel for Product Enhancements & Development
– „Special Interest Communities“ allow focussed Exchange with Experts on a specific topic or product
– Individual experts can be reached by customers and prospects directly by Instant Messaging or Social
– IBMers network with Customers and Business Partners
18 © 2012 IBM Corporation

19. Social Business as a Marketer:
A Social Web Experience - Integrate social into your Web Experience
 The Business Challenge:
– Web sites tend to be static and focussed on nice look and feel
– Limited Interaction, Communication or Collaboration
 The „Social Business“ Way:
– Direct Interaction integrated in the web site: Click-to-call & Click-to-chat
– Experts are being promoted on the web sites
– Communities get integrated in the respective Web pages
– A Social Media Aggregator collects and consolidates valuable information from different social channels on
specific topics of interest
19 © 2012 IBM Corporation

20. My Social Business as a Marketer Summary
 Social Functionality and behavior has changed the way, how I am working as marketer dramatically
 Suppliers: Working with Suppliers becomes much easier, transparent through usage of Social Tools (in
comparison to the E-Mail Age)
 Customers: Social Channels lead the way away from Mass Marketing to personalized communication
and interaction with the the customer, real-time Marketing with real-time Analytics ...
 Internal: A Social Layer is essential for a wide-spread organization living of the knowledge of its
employees. People and the knowledge – not shared files – are at the heart of an enterprise
 Culture change is at least as important as the technology to drive transparency and innovation
 The integration of Social into the daily work environment (Email, Instant Messaging, Browser, Smart
Phone, Online Meetings Online-Meetings etc.) is crucial
 User Adoption is much easier, because a lot of users know social functions from their private usage
 The intersection of company-internal and external usage is one of the next interesting moves together
with Social Analytics
20 © 2012 IBM Corporation

21. Thank you!
Stefan Pfeiffer IBM Deutschland GmbH
Marketing Lead Social Business Wilhelm Fay Str. 30-34
Europe 65936 Frankfurt
Tel +49-7034-643-1233
Stefan.Pfeiffer@de.ibm.com
Twitter: DigitalNaiv
Blog: http://digitalnaiv.com
http://www.silicon.de
http://de.linkedin.com/in/stefanpfeiffer
21 © 2012 IBM Corporation

22. © Copyright IBM Corporation 2012
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