Presentation on how IBM sees Social Business as the use of Social media to collaborate, communicate and do business in general

1. An IBM presentation for Leads United Catch-up on Social media
Social Media in day-to-day Business
© 2010 IBM Corporation

2. Yves Van Seters
 Media Relations & External Communications
IBM Belgium & Luxembourg
 16 years in IT
 Experience in sales, marketing & communications
 In Social Media since 2009
 You can find me on
– Twitter, Tumblr, Linkedin, Foursquare
– Slideshare, Youtube, Lotus Live
 And for IBM’ers
– Lotus Connections, Cattail
© 2010 IBM Corporation

3. A short list of things that weren’t around in their present form on
September 11, 2001
 Facebook
 Twitter
 Tumblr
 iPads Amazing that, thanks to all of these things,
many (if not most) of us learned the news about
 Netbooks
Osama bin Laden, almost ten years after that
 iPhones dark day.
 Android phones
 Flipcams
 Unlimited data / phone plans
© 2010 IBM Corporation
Source: http://inothernews.tumblr.com/

4. “Social Media describes the online technologies and
practices that people use to share news, content,
opinions, insights, experiences, perspectives and
media.”
Social Media is … Editable
Popular
A Conversation
Fast
Emotional
Ironic Source: http://en.wikipedia.org/wiki/Social_media © 2010 IBM Corporation

5. Social Media
• Branding
• Marketing
Social • Communications
Networking •…
Social Social
Business Selling
• Sales
• Collaboration • CRM
• Integration of Social Media in D2D Business • …
© 2010 IBM Corporation

6. Social Networking
Social Networking
 Branding
– Personal
– Product
– Business
 Marketing • 64% Access to Tools
– Campaigns • 56% Ext. Comm’s
– Support
• 19% More Visibility
 Communications
– External
– Internal
Do we have a Social Policy ?
Strategy?
© 2010 IBM Corporation

7. The Social Technographics® Ladder
Publish a blog
Publish your own Web pages
Creators Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Critics
Contribute to online forums
Contribute to/edit articles in a wiki
Model Audience propensity to use Use RSS feeds
social media in business decision Collectors Add “tags” to Web pages or photos
“Vote” for Web sites online
making/adoption activity
Maintain profile on a social networking site
Joiners
Visit social networking sites
Read blogs
Watch video from other users
Spectators Listen to podcasts
Read online forums
Read customer ratings/reviews
Inactives None of the above
© 2010 IBM Corporation

8. The Social Technographics® ladder of business buyers
US B2B
adults* buyers+
Creators
21% 43%
Groups include people
participating in at least one
Critics 37% 58%
activities while working on
behalf of their businesses.
Collectors 19% 48%
*Source: Forrester's North American Media &
Marketing Online Survey,
Q2 2008, 5,002 respondents
+Source: Forrester global survey of business
Joiners 35% 55%
decision makers and influencers, Q4 2008, 1217
respondents
Spectators
69% 91%
Inactives
25% 5%
© 2010 IBM Corporation

9. “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
© 2010 IBM Corporation

10. 10 © 2010 IBM Corporation

11. Enablement
Internal
Enablement
Tactical &
Guidance
Measurement
11 © 2010 IBM Corporation

12. Internal Enablement – Social Business@IBM
“The application of social media to drive business outcomes”
• Policies & skills dev
• Right tools
• Embedding in BAU
12 © 2010 IBM Corporation

13. Internal Enablement – BlueIQ
Community of Internal
consultants, strong focus on
advocating Social Business.
900+ Ambassadors...
...in 35 Countries
BlueIQ Training Center
13 © 2010 IBM Corporation

14. Tactical: Social Media Help kit & external training
■ Tool Expertise
■ Task-based assistance
– How-to: set up a blog, do a poll, crowd source
■ Help with quality
– Non-editorial reviewing of blog posts
■ Preferred services
– Blogging, measurement, url shortener
– ibm.com / external balance
■ Internal Community of ambassadors.
14 © 2010 IBM Corporation

15. Monitoring & Measurement - levels
Basic

Twitter Search 
Facebook Insights

Linkedin labs 
Google Alerts

bit.ly 
Google Reader

Netvibes
Advanced

RSS Feeds 
Hootsuite

Yahoo pipes 
Web metrics: social referrals
Expert

Share of voice

Volume

Sentiment
© 2010 IBM Corporation

16. Monitoring & Measurement - checklist
10 Minutes a Day:
1) Check Twitter for chatter about your brand / product / offering (2 minutes): Use tools like TweetDeck or
Twitter Search or Addictomatic to monitor conversations about XYZ in real-time. To check once a day, set up an
RSS feed for a specific Twitter Search to go straight to your Google Reader. Do this by clicking the little RSS icon
after you complete a search. Form now, ongoing search results shall be sent to your reader.
2) Scan Google Alerts (2 minutes): Check your Google Alerts for your brand name, products, executives or brand
terms. To set this up, enter your search terms and select to receive updates as they happen or once daily. Now,
when people blog about your products, an alert will be sent to your inbox. You can read the articles and respond
right away
3) Check Facebook stats (1 minute): Visit your Page's Facebook Insights. This can be found by clicking "more"
under the page's main photo. Scan your fans and page views count. If you are a member of a group, check to see
if any new discussions started.
4) Answer Industry-related LinkedIn questions (3 minutes): Search for questions on LinkedIn that you or
members of your company can answer. You can set up an RSS feed for specific question categories to go to your
Google Reader as well. When you find a relevant question, respond and include a link to your website.
5) Use Google Reader to check Flickr, Delicious, Digg and others (2 minutes): Also set up RSS feeds for
searches on your company name and industry terms in other social media sites. Similar to monitoring LinkedIn and
Twitter, your Reader will serve as a great place to centralize your other searches too.
Source: SWG Guidance
© 2010 IBM Corporation

17. Guidance: Social Media Guidelines @IBM
© 2010 IBM Corporation

18. Some numbers..
over 25,000 IBMers on Twitter
200+ branded Twitter accounts
200+ IBM channels
39,000+ users, 500+ IBM groups
(65% outside the US)
378,000+ (including Alumni)
61 communities, 300+ blogs,
5000+ profiles
75,000+
100,000 IBMers collaborating with
200,000 non-IBMers
Source : Maria Arbusto
18 © 2010 IBM Corporation

19. Social Selling
Social Selling
 Sales
 CRM
 Smarter Commerce • 43% Target Customers
• 14% Sales Activities
• 6% Customer Support
Do we have Social Sales?
© 2010 IBM Corporation

20. Enable our sellers: Selling through Social Media
Recognized internally as innovative
 Intelligent Listening was the 1st coordinated activity to get sellers to
mine for opportunities & respond to these posts in social media.
 A multi-locale, multi-brand program - coordinated centrally by WW,
but managed locally. Recognized as innovative and funded by STG,
SWG, ITS & GB.
 Build skills on the sales tam: The program offers training & support --
proven methodologies, key words, best practices and metrics tracking.
Recognized externally as innovative
 Case Study: How IBM Uncovers “Millions of Dollars” Worth of Sales
Leads with Social Media, eMarketer, April 2010
 Evidence that Social Media Really Does Drive Sales, The Next Web,
Sept 2010
Source: Anne Fernald, report dec 2010
20 © 2010 IBM Corporation

21. Enable our customers: Smarter Commerce
© 2010 IBM Corporation

22. Insights Create Optimize display and Deliver targeted
from social relevant search ad programs messages and offers
media and messages
other
sources
Capture
responses and
refine
22 © 2010 IBM Corporation

23. Staples ING Bank Crocs
For Staples, a $24B retailer, For ING Bank*, serving over 8M For Crocs*, a $700M
Smarter Commerce means customers, Smarter Commerce manufacturer, Smarter
delivering more value to means transforming their Commerce means transforming
customers driving increased marketing so personalized their fulfillment operations and
satisfaction and loyalty through product offers can be delivered supply chain so internet
their online channel with 60% across multiple channels in real customer orders are filled with
increase conversion rates, time for an expected €20M nearly 100% accuracy through
driving growth in their business increase in corporate earnings, their network of suppliers at the
supporting a ~9000 orders per 35% reduction in marketing lowest cost
hour (2.6 transactions/sec) costs, and shorter cycle times
23 *Case studies based on Coremetrics, Sterling Commerce and Unica solutions © 2010 IBM Corporation

24. Social Business
Social Business
 Collaboration
 Integration of Social
Media in D2D
Business • 63% Private purpose
Do we have a Social Business?
© 2010 IBM Corporation

25. Social Business Jam
Topics:
1.Building the social business of the future
2.Developing participatory organizations through social adoption
3.Using social media to understand and engage with customers
4.Determining what social means for IT
5.Identifying risks and establishing governance
© 2010 IBM Corporation

26. Worldwide Online Conversation
Corporations, academics, institutions, non-
• 2.600 Discussion posts profit organizations, government agencies, …
• 600 Tweets
Feb 8 – Feb 10 2011
• 72hrs uninterrupted
• > 2.700 people
..and the conversation continues in LinkedIn • 80 Countries
© 2010 IBM Corporation

27. What is most likely to encourage you to use social software more
often in your job?
7% Increased use by executives
24% Ease of use of the tools
13% Available on any device
9% Increased use by my customer
47% Embedded in the applications I use to do my job
How does your organization use social software?
18% Primarily as an internal tool used by employees
13% Primarily use external social media as a marketing and communications tool
52% Extensively, both internally and externally
17% Only in a limited fashion
© 2010 IBM Corporation

28. What percentage of your online time do you spend on social
networking?
25% More than 50%
20% 25–50%
33% 10–25%
22% 0–10%
How often do you post a status update on your social tools for work
purposes?
3% Hourly
16% A few times a day
32% A few times a week
36% A few times a month
13% Never
© 2010 IBM Corporation

29. Do you think traditional structured business processes will give way
to socially collaborative processes?
41% Yes, extensively and within five years
30% Yes, extensively but over a longer period of time
29% Maybe, for select business processes
0% No, it will not be a widespread phenomenon
© 2010 IBM Corporation

30. “Social Media describes the online technologies and
practices that people use to share news, content,
opinions, insights, experiences, perspectives and
media.”
© 2010 IBM Corporation

31. Internal: use of Social Media to collaborate with Colleagues
Profiles
Wikis Bookmarks
Communities
Blogs Lotus Connections
Activities Files
31 © 2010 IBM Corporation

32. My Profile
32 © 2010 IBM Corporation

33. Blogs
33 © 2010 IBM Corporation

34. Bookmarks
34 © 2010 IBM Corporation

35. Activities
Activities
35 © 2010 IBM Corporation

36. Files
36 © 2010 IBM Corporation

37. Community Page
37 © 2010 IBM Corporation

38. External: use of Social Media to collaborate with 3rd parties
© 2010 IBM Corporation

39. Conclusion
 Enable your people
– They’re the brand
 Have a Social Policy
 Have a Social Strategy
 Embed Social media in your day to day business
– To collaborate internally and externally
– To Listen en Learn
– To Share and to Contribute
© 2010 IBM Corporation

40. Thank You !
© 2010 IBM Corporation