IBM and social engagement, for Dansk Industri March 4th 2010

© 2010 IBM Corporation

IBM and Social Engagement

Christian C Carlsson, MBA | Digital Marketing Strategist | Social Software Evangelist | IBM DenmarkDansk Industri, March 4th, 2010


The market is changing radically.


The trend is clear

Public ‘off site’

Corporate

‘on site’Internal

‘inside the firewall’


Internet use in the U.S. is changing. Time spent online shifts from Portals to Social Networking and Communities.

Top U.S. Online Activities for Apr. 2009. Total Minutes (000) Spent and % Change vs. YA. Source: comScore Media Metrix


“The Network Effect”

In July 2009 143.000 Danish adults accessed twitter.com at least once. Predictions of about300 000-350 000 users within 2010.

5 years, first 150 million – 8 months to double

16 months, first million – 11 days recent million



The most trusted providers of information today are not institutions.


“Nobody believes the official spokesman... but everybody trusts an unidentified source.”

Quote by Ron Nesen



The most trusted providers of information today are not institutions.

They are “other people like me.”


A market with billions of conversations and stories happening every day.


Where what is said and who says it has the greatest impact on sales and perception.


1 Deepen relationships with our constituents by designing intentional experiences


Social Media Marketing and ROI

Impact = Site visits/leads

Effort = Funding

Traditional Online Campaigns

TIME

VA

LU

E

Impact = Relevance and engagement

Effort = Resources

Social Media Impact

TIME

VA

LU

ESource: Pauline Ores, IBM (adopted from)

Many, small activities and engagements

“Injections” over time by IBM’s; Partners; SME

Engage brand Loyalists; Advocates; and Influencers

Listen, Learn, and Adjust


1

2

Deepen relationships with our constituents by designing intentional experiences

Deliver IBMers and their expertise – and the depth and breadth of IBM’s global workforce


With our employees,

alumni, and business partners,

we have a unique advantage.

We have a lot of

“other people like me”.


Many IBMers alreadyactively participate.

Linked In (incl. Alumni) 378,000+

developerWorks 100,000+

Facebook 39,000+

Greater IBM Connection 75,000+

Social Computing Guidelines: www.ibm.com/blogs/zz/en/guidelines.html


Example: Anders personal blog on ComputerWorld.dk


1

2

3



Position IBM as the agenda setter by extending our participation in conversations


Example: CIO Forum on ibm.com/se


Example: Smarter Planet Danmark on Facebook


1

2

3

4



Position IBM as the agenda setter by extending our participation in conversations

Gain insight to inform offerings and improve constituent relationships


Opportunity Discovery

Who are our ambassadors, brand influencers?

Conversations indicating new industries, new markets, new offerings?

Are the undiscovered opportunities?

Risk Management

Market Research

Customer Experience


Corporate Brand & Reputation Analysis


Support conversations

Business issues and challenges

Comparison

“I’m looking for…”

Ask & Answer

Prospects and Sales Opportunities – Listen!


Intelligent Listening

1. Our clients and prospects are asking questions – we need to be there and engage with them

2. The use of Social Media is expected to continue to grow – both in quantity and quality – we need to learn how to Listen

3. In fact – it is happening at this moment!


“But… are people really asking these questions…. openly?”


Responder

Sales professional

Consultative

Highly skilled in written

conversation

???

Prospect

Asking questions

Sharing information

Open conversations

Listen Passing Salesprocess

Seeker

Subject Matter Expert

Analytical

Detective work


Any findings so far?

Social media is aliveWe are finding more posts of interest than we expected.

Customers are welcoming interaction!We get positive responses.

This effort marries well with other effortsMarket Intelligence; Outbound social media marketing; , Demand Programs tactics, Events and Rep enablement; etc.

We must continue to Experiment and Learn!


Closing remarks

Find the balance between on-site and off-site

Challenges?

Experiment and learn how to listen

1. Deepen relationships; intentional experiences

2. Deliver IBMers and their expertise

3. Position IBM as the agenda setter

4. Gain insight


contact | [email protected]/in/christiancarlsson


Backup


Already a year ago, time spent on communities, reached time spent on e-mail

E-mail

Search

Member Communities

Videos/Movies

February2009

Source: Nielsen Netview, The Global Online Media Landscape, April 2009


2/Listen to your audience

3/ WHO

Target your audience

Understand digital behaviors

Develop social media map

Identify needed experts

4/ WHERE: Environment

WHAT: Experience

Select appropriate social medianetworks, tools, and content

5/ HOW

Deployment / Empower Consumer advocacy (Participation)

Identify available/required assets and resources for participation in the most relevant conversations

Train the experts

1/ WHY

Establish your core business objectives

38

Social Media Marketing at IBM: 7 Key Steps

7/Maintain the relationship

6/RESULTS

Measure those things that will best help you determine the impact of your involvement and participation

IBM and social engagement, for Dansk Industri March 4th 2010

Technology

Transcript of IBM and social engagement, for Dansk Industri March 4th 2010