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Text 100 & IBM at SMWF 2012: Social Media & B2B Comms
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Transcript of Text 100 & IBM at SMWF 2012: Social Media & B2B Comms
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Social Media & B2B Comms
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Joseph HanleyExternal Relations Director
IBM Europe
Lance ConcannonDigital LeadText 100 UK
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• Watson• Brazil infrastructure thingy
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Help!
I’m scared!
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B2B Challenges• Niche audiences
• Less forgiving environment
• ROI question
• Brand management
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Google+
Independent Facebook pages or groups
Official company Facebook page
YouTube
Independent third party Twitter profiles
Official company Twitter profile
Independent third party blogs
Wikipedia
Official company blogs
Company websites
Press releases
0 10 20 30 40 50 60 70 80
Most useful research channels
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Preferred contact channels
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Bonus statistic
2.6
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IBM Case Study
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IBM
• World’s second biggest brand*
• 100 years young
• 400,000+ employees
• $107 billion revenue 2011
*Interbrand 2011
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IBM & Social Media
• Home to global
• Publish to provision
• Permission to policy
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Strategy Thoughts
• Brand
• Skills
• Integrate
• Eminence
• Analytics
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Optimise content for sharing
• Created a social media “Bible” for the comms team to help them ensure all content the produce is
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Sales Eminence
Helping IBM’s consultants reach their audience
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• Joe Hanley - @adare
• Lance Concannon - @concannon