IBM | Social Media - Beyond the Chaos

3/29/2011

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© 2011 IBM Corporation

Bill Chamberlin

Principal Social Insights Analyst

Market Insights

IBM

@horizonwatching

#AMASocialJoin the Conversation!


About Me: Bill Chamberlin

� IBMer. Career in Sales and Marketing

� Current Title: Principal Consultant – C.O.R.E. Social Insights, Corporate

Market Insights

� Passionate about research into emerging trends, technologies, and

business issues.

� HorizonWatch (internal IBM community) Leader since 2000

� HorizonWatching (external community) Leader since 2006

� Where you can find me hanging out online

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� Profile = LinkedIn

� LinkedIn Group = Horizonwatching

� Blogging at…

� Typepad = Horizonwatching

� Tumblr = HorizonWatching

� Tumblr = Smarter Planet

� Twitter ID = Horizonwatching

� Facebook = HorizonWatching

� SlideShare = HorizonWatching

� InfoBoom = http://www.theinfoboom.com/

March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial



Agenda

� How does the trend towards digital communications impact at the

IBM brand level?

� How does IBM develop social marketing strategies at the segment

level?

3 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial


3/29/2011

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How does this shift towards digital impact a 100 year-old global technology company?




The world knows IBM through the IBMer




Snapshot of IBM employee social business activity

� Blogs - 17,000 blogs

� SocialBlue – 70K members

� WikiCentral –1 million daily page views

� InnovationJam – 4 Jams, 500,000 participants

� Media Library – 14 million downloads

~198,000

~196,000

100,000+

25,000+

300,000+

Internal External



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IBM employees dominate IBM brand interactions

1999 2002 2003 2005 2006 2007 2008 2010

Years

Total

Content Items

Produced by Employees

Produced by Corporate

• Last issue of Think magazine

• IBMers author Social Media Guidelines

• W3 Editorial Board dissolved

• 1 M posts in IBM Forums

• Media library: 25k uploads

• Beehive: 50k members• WikiCentral, BlogCentral,

Bluepedia

12 people can publish to home page100% Comms employees

1,141 people can publish to home page40% Comms employees



IBM is in the midst of transforming towards a social business

Traditional Business

Social Business

• Empowering the workforce

to be strategic experts in social business

• Employing new business models to drive business

value

• Safeguarding the enterprise

• Selective use of social

media

• Traditional and siloed

business processes and models

8 March 2011

For more, see: “The Social Business Train Is

Leaving The Station… Are You On It?”

Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial



As we transform, we need to make sure the IBM digital experience is true to our brand



3/29/2011

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To be true to our brand and to meet our ambitions, we must have a digital strategy which…

� Serves every constituent

� Integrates IBMers

� Is multiplatform

� Transforms all functions of

the corporation

� Sits at the core of our

business and culture




1. Lead how forward thinkers

engage with experts and expertise to make the world work

better

2. Design a digital system that

engenders trust and accelerates forward thinking, action and the

creation of value

3. Embrace iteration in everything that we do

We’ve developed three key elements of the IBM Digital Strategy




Agenda

� How does the trend towards digital communications impact at

the IBM brand level?

� How does IBM develop social marketing strategies at the

segment level?



3/29/2011

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© 2011 IBM Corporation13

The process we’ve developed is circular




Our approach allows for effective, enterprise-wide social media engagement and standardized conversation mining

A best practice approach to harvesting insights from ongoing conversations

Research

• Mine the conversation • Identify key influentials

• Determine topics and sentiment

• Benchmark capabilities against competitor’s

• Establish success metrics/KPIs

Planning

• Articulate business case

• Create strategy and timeline

• Create policies and guidelines

• Identify internal evangelists (SMEs)

• Allocate resources• Train Subject Matter

Experts• Establish governance

process

• Create/optimize social media properties

Engagement

• Execute social media strategy

• Monitor conversation to measure success & be prepared to adapt strategy

• Provide additional training

• Integrate social media strategy within larger business strategy

Metrics

• Monitor engagement metrics

• Determine impact on reputation

• Monitor online traffic• Monitor organic search• Generate leads and new

sales• Assist customer service

• Report on results

Build foundation for effective social media engagement

Participate and ignite conversations

Report on established engagement metrics and KPIs

Map the digital landscape

14 IBM Confidential

2010 SAMMY AWARD : BEST SOCIAL BUSINESS




Enabling masses of IBM communicators

Internal Connectivity and Sharing Tools

Education and Governance

Workforce Enablement Programs

Social Intelligence

Social Ecosystem

Mapping

Social Coverage

Model

Measurement and Reporting

Informed Engagement

Enabled by Social Intelligence

Research Planning Engagement Metrics



3/29/2011

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© 2011 IBM Corporation16

Research: Perform research to understand the digital landscape

� Who is talking about your brand and brand-related topics?

� Where are those conversations are taking place?

� Who are the key influencers?

� What is the tone and impact of those conversation?

� How, where, and why are your competitors using the social media?




Plan: Use research findings to plan and develop a strategy

Listening Research

Influencer Reports

Competitor Assessments

Completed Action Plan Framework with

recommended actions for each major research finding

Action Plan

Framework Workshop

Other Social Analytic Tools

Company Assessment

Social Intelligence

1. Review all research

2. Develop insights from that research

3. Develop recommended

actions based on the insights

Drives the development of the Social Media Marketing Strategy




Engage: Execute your strategy

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Four Key Elements:

1. Enable your employees

2. Maximize digital content distribution

3. Don’t just push content…have conversations

4. Empower your advocates

Remember: People want to have conversations with company

representatives who are…

• Experts in their area,

• Passionate about their work, and

• Empowered to act on the feedback they receive from the community.



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Metrics: Develop and report on key performance indicators (KPIs) that cover a range of metrics from volume to voice.

�Volume

�Share of Voice relative to the competition

�Sentiment (tone of conversation)

�Key Themes

�Venue

�Top Domains

�Most Frequently Shared Links

�Depth of Discussion

�Message Type

�“Voice”

�Key Influencers (“mavens”)

�Organic Search

19 IBM ConfidentialMarch 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial



Top Trends in Digital Marketing For 2011

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1. Marketing Budgets Continue to Shift Towards Online

2. Social Media Marketing Is Maturing (Slowly)

3. Mobile Marketing Poised To Take Off

4. Personalized Marketing: Customize To Each Individual

5. Social Video As A Marketing Tool Gains Momentum

6. Search Engine Optimization Gets More Complex

7. Marketing Analytics Helps Make Sense Of All The Noise

8. Real Time Web Assistance Connects Buyer With Expert

9. Online Privacy Concerns Continue

10. Digital Marketing Optimization Emerges As A Priority

Source: Bill Chamberlin, IBM Market

Insights via HorizonWatching

Blog Post: Top Ten Digital Marketing Trends For 2011 http://bit.ly/aHOY3PSlide Deck: Top Ten Digital Marketing Trends For 2011 http://slidesha.re/fYUCgp





IBM | Social Media - Beyond the Chaos

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