Create your electronic footprint - Presentation given during IBM Super Women Group Yearly meeting. (over 500 IBM women attendees) Raleigh, NC - June 2009

1. Creating an electronic footprint - Social Media and You
Super Women’s Group Annual event, June 12th
Raleigh RTP
Delphine Remy-Boutang, WW Social Media Director

2. Think…
“You have two choices. You can continue
to lock yourself behind facile corporate
words and happy talk brochures. Or you
can join the conversation.”
From the Cluetrain Manifesto

3. Social Media business opportunities
- e-marketing is a $17 billion market with a 35% growth
rate that will continue to outpace the $3.16 billion
marketing automation market during the next five years.
Source: Gartner
-There are more than 110 million active users on the
Facebook social networking Web site, and that is the
fastest growest demographic users aged 25 and over
Source:Gartner
Social media in plain english

4. Welcome to Dell Hell…Can You Hold, Please?
§ June 2005: PR blogger Jeff Jarvis orders a new Dell
laptop and four-year service plan, and immediately began
having trouble with the machines and the service.
§ His first blog post: “Dell lies. Dell sucks.”
§ His fury was picked up across the blogosphere, and
Dell’s response was deafening…deafeningly silent.
§ By August 30, 2005, Dell’s PR team finally responded:
§ “Dell has a “look, don’t touch” when it comes to
blogging.
Don’t feed the § “We do talk to people in public through the standard
blogger…unless major media and through our forums.”
you want to get
bitten. § At the time, Dell had no bloggers and no active blogger
outreach program.
4

5. § Social Media : It’s all about you…you… you…
YOU can connect with anyone
Anyone can follow or help you
What do you need to get started?
Will you ever have enough money,
resources, power, influence to say now is
the time?
“Be Disruptive, be persistent, be patient
The biggest obstacles are all human”
Dr Victoria Hale, Founder of
OneWorldHealth
Jon Iwata s view of Social media – Interview posted on :Youtube

6. and the others... Word of Mouth is the #1 Influencer in Business Purchasing Behavior
Source: Universal McCann – wave 3

7. The future of social media is going to be all about women…
The future of social media is going to be all about the women. So if
you're going to create the next hot Web 2.0 site and you want it to
go viral, you'll target women. -Auren Hoffman,
Business Week, Special Report, May 19 2008
According to a Rapleaf
study, while both sexes
still use social
networking sites in huge
numbers, women far
outpace the men.
“Women between ages 35 and 50 are the fastest-growing segment in social media”
Source: 2009 Women and Social Media Studyby BlogHer, iVillage and Compass Partners

8. 2009 Social Media Survey Shows How Women Bloggers Will Change the World
The US female internet population is 79 million
More than half (53%) participate in social media at least once a week
Of that 53%, 3/4ths are into social networking and 55% are into blogs
22.7 million women read them - 12 million post to them - 8 million write them

9. What exactly is “IT”
Social Media
Social media are platforms
for interaction and
relationships
It affects everyone
• Sales
• Legal
• Marketing
• Recruiting
• Public Relations
• Investor Confidence
• Internal Project Teams
• Executive Communication
• Stock, Reputation, Brand Value

10. Instruments of Social Media Marketing
• Social networks : These sites allow people to build personal web pages and then
connect with friends to share content and communication. Like Facebook, MySpace.
• Blogs : Perhaps the best known form of social media, blogs are online journals, with
entries appearing with the most recent first.
• Wikis: These websites allow people to add content to or edit the information on them,
acting as a communal document or database.
• Podcasts : Audio and video files that are available by subscription, through services like
Apple iTunes.
• Forums: Areas for online discussion, often around specific topics and interests.
• Content communities: The most popular content communities tend to form around
photos (Flickr), bookmarked links (del.icio.us) and videos (YouTube).
• Micro blogging: Social networking combined with bite-sized blogging, where small
amounts of content are distributed online and through the mobile phone network
(Twitter deep dive)

11. Steps by steps – How do I join the conversation ?
§ “What they (marketers) can do is to try and develop a strategy which
enables them to find an authentic voice, a credible voice and a
commitment to contributing to the discussion online and trying to address
the problems of the users.”
§ Jeremy Wagstaff, Technology Commentator, BBC, WSJ,
Loosewireblog.com
§ “Brands need to play a careful role. They are a participant – like you or
me- but if it’s forced, contrived or not relevant, they will fail. Consumers are
open to accepting a brand in the social media environment if they play by
the social media rules. You need to be prepared to give when you enter
social media.”
§ Ken Mandel, Regional Managing Director, Yahoo! SEA

12. 1/ Decide which one you want to be
§ Six profiles of personalities present in social media:
§ 1. The Creators, the consumers who produces, posts,
§ maintains a web page, uploads photos etc.
§ 2. The Critic, the consumer who reviews and
§ Recommends
§ 3. The Collectors, the consumers who collects and
§ aggregates information
§ 4. The Joiners, those consumers who maintain participate
§ and main profiles on social networking sites
§ 5. The Spectators, those people who consume what the
§ other produce
§ 6. The Inactives, those who do not participate at this time

13. 2/ Review your digital presence – Your electronic footprint
§ HOW MANY POINTS OF CONTACT DO YOU HAVE?
§ ARE YOU REACHING YOUR AUDIENCE WHERE THEY ARE?
§ DO YOU UNDERSTAND WHERE CONVERSATIONS ARE LOCATED?
§ DO YOU UNDERSTAND WHERE THEY ARE GOING?

14. PHASE 1 : LISTEN
Listen Tools to use
Top Search - Addictomatic
To understand what the
marketplace is (or isn’t) saying
about your brand, product,
service, etc…
To start to understand the tone FireFox - WebMynd
and impact of that
conversation…
To begin identifying areas of
opportunity for helping shape
that conversation and to gather
Tweet Deck
valuable market intelligence…

15. PHASE 2 : PREPARE
1/ What are your objectives ?
1/ Reach new audiences ?
2/ Increase user engagement and loyalty ?
3/ Improve partner relationships ?
4/ Increase revenue ?
Listening (ie: research )Talking, Energizing, Encouraging your most
supportive customers, supporting (ie: enabling your customers to support
each other via communities) Embracing, sourcing ideas, lead gen, capture
new markets…
•2/ Who is your audience?
Make a list of topic ideas of interest to that audience
•3/ Which social networks interest you ?
Make a list of ways you can participate in them
•4/ What is your time commitment?
This determines which activities you will include in your
calendar

16. PHASE 3 : ENGAGE
YOU

17. 4/ Engage in the 3 areas of Social Media : Public, Corporate, Internal
Corporate
LIFESTY
Public
Public
L
TUA
LE/S
VIR
OCIAL
Internal
MULTI
– MED
MULTI – MEDIAIA

18. Virtual Forbidden City SOA UK Campaign : the first of its kind…
Objectives
• Identify and generate new influencer audiences/
leads for IBM SOA from purely Social Media
channels
Execution
• 100% Social Media campaign
• Virtual Tour for IT Architects in
Chinese Virtual Forbidden City
• Campaign recruitment led via Twitter
• Promotional resources via Flickr,
Play your imperial part in IBM’s Virtual Forbidden City
YouTube ,LinkedIn, Face book , blogs etc… etc..
(VFC) SOA Tour • Creation of a Social Media Press Release
Exclusive Social Media event in IBM’s Virtual Forbidden City
• Identification of key influencer Blogs, Twitter
profiles and more
• Coordinating
massive IBM internal Social Media push
• Sophisticated Campaign
Social Media Monitoring Dashboard
Campaign Social Media Dashboard
Results : see my deep dive prez on Cattail

19. 5/ Earn your “Super Social Women merit badge”
§ Do any one of the following outside IBM:
§ Join Twitter
§ Join Facebook
§ Join LinkedIn
§ Do any of the following inside IBM:
§ Create a profile on My developerWorks
§ Update your Lotus Connections Profile, to make your expertise known inside IBM:
§ Add detail to your profile
§ Tag yourself
§ Invite a colleague as a connection
§ Bookmark 10 useful web pages in Dogear - remember to tag your bookmarks!
§
§ Post 2 useful presentations to Cattail or to Files
§ Post 3 entries to your own blog or 3 comments on other blogs in BlogCentral
§ Install one plugin to Sametime 7.5.1
§ Join a Connections Community, such as SWG Web and Social Media
§ Join a conversation on BlueTwit
§ Manage a project using Lotus Connections Activities
Super Social Women Badge

20. The 6 rules of Social Media
1. Listen
2. Manage your brand reputation. Protect IBM above all
3. Be real, authentic, be candid, be YOU (People want to connect with real
people)
4. Be patient. Let things grow organically
5. Give To Get (Take interest in others and share valuable information, even if
it doesn’t benefit you directly)
6. Social media is about interaction & building relationship: It’s about joining
the conversation

21. Dell Hell – 4 Years On: Michael Dell 2.0
§ Dell now has a squad of 42 full time employees
whose job is to spend their days responding via
Twitter, Facebook, Dell blogs, and other Web
2.0 sites
§ The first user-generated laptop recently
appeared based on input solicited via
IdeaStorm, including more color options, better
battery life, fingerprint readers, and more
§ Business Impact: On adding blogs and message
boards via the Dell site: “If we
§ Dell’s gross margins have increased 19.1% don’t do that at Dell.Com, it’s
(from 16.6% last year) going to be on CNET or
§ Dell’s online community efforts have offered somewhere. I’d rather have
that conversation in my living
10K fixes that have been viewed 2.5M times room than somebody elses.”
(saving millions on phone support)
§ People are saying much nicer things about
Dell and the Dell brand online
§ Michael Dell will be your friend on Facebook.
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22. Click here to visit IBM SWG Social Media Marketing Wiki
Follow me on Twitter: www.twitter/delphrb
Be my friend on Facebook
Read my blog
Join me on Linked in
Blue Twitt me !
Social Media directory: http://www.go2web20.net
Join us on June 17th : IBM Social Media Marketing Summit
Start with social media today and earn your badges :
Super Social Women Badge
Social Media Marketer Merit badge
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23. Some links…
§ Business Conduct Guidelines:
§
http://w3-03.ibm.com/ibm/documents/corpdocweb.nsf/ContentDocsByTitle/Business
+Conduct+Guidelines
§ Social Computing Guidelines:
§ http://w3.ibm.com/blog/guidelines.html
§ Some interesting links
§ Tap into the interconnected world and earn the rewards !
§ Get Marketing, Get Social !
§ IBM's social media marketing campaign hits the target!
§ Exclusive Social Media event in IBM’s Virtual Forbidden City
§ 5 reasons to twitter
§ Play your imperial part in IBM’s Virtual Forbidden City (VFC) SOA Tour
§ Gina Poole, IBM web 2.0 goes to work on slideshare
§ Jon Iwata's interview on You Tube
§ How do I make time to do social media ?!
§ List of agencies who can help you in your social media campaign execution