© 2009

Christopher Bishop

Senior Communications SpecialistIBM Global Financing

Corporate Communications

21st Century Perspective

Fairfield UniversitySeptember 24, 2012

2

Socio-historical perspectiveStrategic communicationsNew models Role of social media

3

The world is changing…rapidly

4

…CRAZY?

5

6

Automobile

Inte

rnet

Technology adoption continues to accelerate

0 25 50 100 125 15075Years

25

50

100TelephoneElectricity

Radio

Television

VCR

PC

Cellular% P

enet

ratio

n

Metaverse

YEARS

7

Five historical cycles …

InventionInnovation

The Industrial Revolution

Age of Steam and Railways

Age of Steel, ElectricityHeavy Engineering

Age of Oil, Automobilesand Mass Production

Age of Information and Telecommunications

Frenzy SynergyDeployment

MaturityPanic1797

Depression1893

Crash1929

Dot.comCollapse

• Formation of Mfg. industry• Repeal of Corn Laws

opening trade• Joint stock companies • Industry exploits economies

of scale

Current period ofAdoption

• Separation of savings, investment banks

• FDIC, SEC• Build-out of Interstate

highways • IMF, World Bank, BIS

1

2

3

4

5

Source: “Technological Revolutions and Financial Capital”, Carlota Perez, 2002

Panic1847

1771

1829

1875

1908

1971

1873

1920

1974

1829

Crash

8

What are we trying to achieve?

Objectives Key Messages

Segment audience

Determine tactics

Create calendar

What are the key messages that we want to communicate?

Who are the audiences by role, org, Geo?

How do they want to receive information?

How frequently do we want to touch them?

Approach: begin by defining objectives, identify messages, determine audiences, and then determine tactics and frequency

Increased awareness of IBM’s brand and portfolio

Brand valueRobust portfolioSolid

performanceThought leader

ClientsEmployeesSales teamsMedia InvestorsAnalystsShareholders

Multiple channels

Depends on audience

9

A range of tactics for communication

1. Email

2. PowerPoint presentations

3. Intranet articles

4. Announcement memos

5. Newsletters

6. Topic/program specific speeches

7. Collateral/slicks/flyers

8. Press releases

9. Blogs

10. Wikis

11. Podcasts

12. Video

13. BlackBerry Bullets

14. Virtual world events

How do the various audience segments want to consume this information?

10

21st century communication has evolved from a tops-down, one way interaction…to a conversation

2002 2012

11

The people formerly known as *the audience* are participating

12

13

Sources we trust have changed

Trusted sources of information according to US Consumers, 1997 and 2007Rated 1 (lowest) to 10 (highest)

Source: eMarketer Bridge Ratings and University of Massachusetts 2007

14

Pop quiz

1. HTML 5

2. Eps

3. Hootsuite

4. Server log

5. Click-throughs

6. Style Guide

7. Cascading Style Sheets

8. InDesign

9. B roll

10. Particles

How many of these terms do you know?

15

Internal communications

16

External communications

17

18

What is the value of social media?

Share expertise

Find expertise Self-promote Make

connections Collaborate Recommend Communicate

19

Social marketing - Twitter

IBM announcements•Pre-announce TweetChat for IBM PureSystems

Events•Win More, Sell More-BP Webinar

IGF offerings•Blog post about IGF offering

Social marketing – across IBM

Potential additional audience based on 1Q Twitter followers = >141,000

IGF Social marketing: LinkedIn

Join our community

24

25

26

27

Virtual worlds

28

Prepare for success

Write well

Embrace technology, stay current

Be well-read: know what is going on in the world

Work with global teams – collaborate

Network

29

christopherbishop123@gmail.com

http://twitter.com/chrisbishop

http://www.christopherbishop.net

SL: Christopher Express

THANKS!

30

31

Selected Resources

Wired Magazine Edward Tufte Huffington Post BBC – Click Jacked Up-Bill Lane (Jack Welch’s speechwriter)