Activating Social Media Across the EnterprisePresented by Rob Key, CEO, ConverseonPauline Ores, Social Insights, IBM iBrand Summit February 10, 2010

1. Activating Social Media Across the
Enterprise
Presented by Rob Key, CEO, Converseon
Pauline Ores, Social Insights, IBM
iBrand Summit
February 10, 2010
© 2009, Converseon, Inc. Proprietary and Confidential.

2. About Converseon
 2009 SAMMY Award for “Best Social Agency”
 Provides the listening/engagement technologies, organizational
consulting and blended engagement solutions for the industry’s only
“end-to-end” social solution
 Global capabilities. Converseon team in NY, Detroit, SF, UK,
Switzerland, Australia, India. Strategic relationship in China
 Founded in 2001
© 2009, Converseon, Inc. Proprietary and Confidential.
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3. We Believe…
 Aspects of social media may be technically simple, but
culturally challenging
 Real, sustainable value derives from infusing social
into the DNA of the brand -- across the enterprise
 Social media is an engine for organizational
transformation and requires an expansion of the role of
marketing within the organization
 We believe brands are only beginning to scratch the
surface of social’s eventual potential
 There is a proven blueprint to get from “here to there..”
© 2009, Converseon, Inc. Proprietary and Confidential.

4. Conversation Funnel 2.0
© 2009, Converseon, Inc. Proprietary and Confidential.

5. Getting from Here to There…
There is a Roadmap
© 2009, Converseon, Inc. Proprietary and Confidential.

6. Converseon’s Seven-Phase Process
Conception
 Enterprise social media is different
Listening  Unless you have a standardized
approach, you cannot scale these
techniques across a large company
Policies
1. Customized constituent informational
presentations
Infrastructure 2. Establish KPIs
3. Establish governance/cross-functional
teams
Training
4. Desired outcomes
5. Workflow/use case discovery
Campaign
6. Review other technical work flow and
integration needs
Optimization © 2009, Converseon, Inc. Proprietary and Confidential.
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7. Identify Use Cases
 Reputation Management
 Crisis Management
 Customer Service
 Product Lifecycle Management
 Demand Generation (IBM)
 Media planning
 Campaign Effectiveness
 HR
 R&D
 Search, etc.
© 2009, Converseon, Inc. Proprietary and Confidential.

8. Before you do anything, start Listening
Conception
 Embed “listening” into the
Listening
organization and map landscape
 Key tasks:
– Identify all internal use cases/desired
Policies
workflows
– Conversation Mining
Infrastructure – Conversation Manager
– Search results analysis
Training – Deliver relevant data to key constituents,
such as HR, Communications, Marketing,
Customer Service, Legal, R&D, and more
Campaign
Optimization © 2009, Converseon, Inc. Proprietary and Confidential.
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9. Solution Overview
Monitoring Analytics Mining
Discover Keep Score Understand
Is anything How much is happening? What does it mean?
being said?
What is our share of What are the implications
mentions? for how we communicate?
Are we mentioned more or Or how we are positioned?
less than last quarter?
Low Engagement High
Ad Hoc Triage Strategic
Limited Insights and findings Proactive, scalable and
information passed to customer meaningful conversation…
service or PR that generates insights
© 2009, Converseon, Inc. Proprietary and Confidential.

10. Hierarchy of Analysis
© 2009, Converseon, Inc. Proprietary and Confidential.

11. Creating a Listening Organization
Mining
North America
Market
PR Research
Enterprise
Listening
Asia Solution Europe
+ consistent methodology
+ consistent data
+ custom configuration
Corporate Customer
Comm. Service
South America
© 2009, Converseon, Inc. Proprietary and Confidential.
Monitoring

12. You Need to Understand the Trees in the
Forest…and the Forest from April – May 2009
Volume of Conversation for National Banks
the Trees
1 3 4
2
Number of records
Bank B
Bank C
Bank D
1 More than 400 banks, including Bank A, are required to hold non-binding share-holder votes on banks’ executive pay plans Key
2 Bank B Posts Q1 profits 1 Overall banking news/announcement
3
1. Federal Government details bank stress tests • 2 Bank specific news/announcement
4
2. Wall Street Journal story - banks win government concessions on stress tests
© 2009, Converseon, Inc. Proprietary and Confidential.
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13. Bank A conversations take place in top
financial and Top Venues of Conversation April – May 2009
banking venues
Top Financial and Banking Top Bank A
Rank Rank
Discussion Venues Discussion Venues
creditboards.com C
C forums.studentdoctor.net C
zillow.com A
A zillow.com A
investorshub.advfn.com A
C clarkhoward.com C
clarkhoward.com C
C creditboards.com C
ficoforums.myfico.com C
C tripadvisor.com A
answers.yahoo.com B
A studentlendinganalytics.typepad.com C
forums.mint.com B
B forums.mint.com B
tripadvisor.com C
A investorshub.advfn.com A
mortgagenewsclips.com C
C city-data.com A
investorvillage.com C
C answers.yahoo.com A
Domain Influence Scores: Key:
A Venue falls in the top 1% of highest trafficked, • Forum
most influential sites • Blog
B Venue falls in the top 10% of high trafficked
sites
C Venue falls in the bottom 90% of trafficked
sites © 2009, Converseon, Inc. Proprietary and Confidential.
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14. Topic Association: Current economic times affect consumer
discussion about banks; most messages do not talk about particular
bank attributes, but the industry as a whole
Bank A and Competitor Conversation Relationships April – May 2009
“Is there a list of large banks that are not
partially owned by the Government. In the spirit
of Capitalism, I would like to support them. I am
tired of the Bank of Armageddon or its Second
Cousin Citi . I will not do Business with Bank C
or as I call it "WaMu Lite" . Is Wachovia/Wells
Fargo still Independent. I know they had a close
call. Then there is Sun Trust?... never saw a fee
they did not like.”
- PricePerformer, Published on 05-31-2009,
clarkhoward.com, [Link]
Bank F Bank B Bank G Bank C Bank A Bank I Wells
Bank E
Fargo
Bank H Bank K
© 2009, Converseon, Inc. Proprietary and Confidential.
Note: n=716 messages,1,862 incidents
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15. Voices: Consumers and financial experts are the dominant voices
within the overall banking conversation; Bank A customers also
discuss Bank I, Bank E and Bank F
Bank A and Competitor Conversation Voices April
– May 2009
Corporate: Identifies him/herself, via signature file,
information in the message, or venue on which discussion is
taking place, as an employee of a banking institution and is
involved in social media on that company’s behalf
Financial Advisor/Broker: Identified him/herself as an
advisor or brokers via signature file, information in the
message, or venue on which discussion is taking place
Information seeker: Asks questions about financial matters
Competitor customer: Identifies him/herself , via signature
file, information in the message, or venue on which
discussion is taking place, as a customer of a bank other
than Bank A
Bank A customer: Identifies him/herself as a Bank A
customer via signature file, information in the message, or
venue on which discussion is taking place
Advice Giver: Actively answers questions and/or offers
opinions about financial matters
Bank D
Bank C
Bank H
Bank A
Bank B
Bank E
Bank K
Bank I
Bank G
Bank F
General Consumer: conversation participant who does not
fit any of the other categories
Financial expert: Considers him/herself to be
knowledgeable about the financial industry. Bloggers who
focus on the banking/financial industry fit in this category
© 2009, Converseon, Inc. Proprietary and Confidential.
Note: n=716 messages,1,862 incidents
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16. Consumer Voice Profiles Potential Use Case: PR/Media/Creative
House Blogger Homeowner/ DIYer Professional
The Ambooks Terry Love
Growing family Owner of Love
The Petersiks looking to Plumbing &
Married couple writing upgrade/remodel Remodeling in
about their first home their home Washington; forum
YoungHouseLove.com moderator
“Be super careful with your new bowl and tank Hi, we have a baby coming in a few months, “My favorite toilet is the UltraMax by Toto.
since they can chip and crack super easily and want to use a room next our bathroom as Toto calls this a "G-Max" toilet. The model
(especially if you get overzealous when you’re his nursery. The problem is that the existing number is MS854114S. It is a good looking
tighten bolts). You should have purchased a toilet is really loud, both flush and fill. Can you one-piece that incorporates a 3" flush valve
wax ring kit along with your new toilet, and please recommend a really quite toilet? I instead of the standard 2 . The fill valve can
you’ll want to follow the instructions that come prefer Kohler, but will consider any brand that be found in any hardware store. It meets
with that to the letter (this is imperative to meets our needs.” Appreciate it! [Link] commercial requirements, works well in a
avoid leakage that can rot your floor and home and is quieter than the air assisted
basically ruin your life).” [Link] models.” [Link]
 Featured in the Washington  Discuss design aspects in relation to other  Publishes toilet reviews on his site,
Post, CNN, HGTV and shelter parts of a bathroom renovation and averages three posts per day in
magazines the forums section
 Likely to remodel; will mention toilet when
 Stats: 1,561 Twitter followers, writing about larger renovation projects
2,960 fans on Facebook  Forum has 25,969 members and
196,475 overall posts since August
 Curious to know if newer toilets are any 2004
 Frequently offers information easier to clean/maintain
about installation best practices
and cool new products  May not have a blog, but seeks and
shares advice online in forums and
communities; likely to read home blogs or
parenting blogs
© 2009, Converseon, Inc. Proprietary and Confidential.
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17. Language: Regional bank discussion centers on location-related words, but are
less tied to government intervention in the financial industry than national
banks
Bank A Word Cloud May 2009 Bank F Word Cloud May 2009
bank A
Bank F
Bank E Word Cloud May 2009
Bank E Key
• Location Terms
• Government Bailout Related Terms
Note: tag clouds consist of words found in the100
most recently published blog posts
© 2009, Converseon, Inc. Proprietary and Confidential.
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18. Use Case: Search
 Brand sensitive organizations
need tools to map, measure
and monitor their reputation
across search engines in
different regions
 This new “shelf space” is a
key element in defining
reputation
 Fast upwardly moving
negatives are early warning
signs for potential crisis
© 2009, Converseon, Inc. Proprietary and Confidential.
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19. Use Case: Reputation Management/Framing
© 2009, Converseon, Inc. Proprietary and Confidential.

20. In large companies, Policies are critical
Conception
 Establish most contemporary
Listening
legal/ethical documents and
standards
 Key tasks:
Policies
– Blog policies
– Wikipedia
Infrastructure – Youtube/video
– Safe harbor/DMCA
Training – WOMMA Code of Ethics/compliance
– Regulatory requirements
Campaign
Optimization © 2009, Converseon, Inc. Proprietary and Confidential.
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21. Tell your employees what you expect
Conception
Employee Blogging Policy
Listening Converseon and the FTC endorse the
WOMMA Code of Ethics
Policies At its core – the Honesty ROI
Relationship (you say who you are speaking
for)
Opinion (you say what you believe)
Infrastructure Identity (You never obscure your identity)
Ethical best practice is essential for
success in social media
Training
You can’t hide anything online, and will
be punished for missteps
Campaign
Optimization © 2009, Converseon, Inc. Proprietary and Confidential.
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22. Infrastructure is often forgotten
Conception
 Evaluate content and technical
Listening
infrastructures for search/social
engagement
 Key tasks:
Policies
– SEO Analysis
– Current/potential engagement platforms
Infrastructure – Web 2.0 tools (Blogs, Wikis, Apps,
Communities)
Training – Tracking
– Digital content asset review
– Social media optimization
Campaign
Optimization © 2009, Converseon, Inc. Proprietary and Confidential.
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23. Training equips the extended team
Conception
 Initiate organizational-wide training
Listening
customized to constituencies
 Key tasks:
– Legal
Policies
– Tools/mechanics
– Governance
Infrastructure – Ethics
– Engagement (certification)
Training – Agency training
– Sandbox training
Campaign
Optimization © 2009, Converseon, Inc. Proprietary and Confidential.
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24. Campaigns are Conversation Starters
Conception  Develop engagement strategies and
specific campaigns
Listening  Key tasks:
– Enterprise versus BU or product
Policies – Ideation
– Implementation
– Theming/storyboarding
Infrastructure
– Content production/optimization
– Link building
Training
Campaign
Optimization © 2009, Converseon, Inc. Proprietary and Confidential.
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25. Identify Opportunities to Inform a
Social Media Strategy
Conversation Topics/Solutions Matrix
Effectiveness
Opportunity for
content creation
Health risks
Price/cost
Environmental Pre-Treatment
Impact Procedure
Availability Home/Family
Impact
Value
ReEvaluation Insurance
© 2009, Converseon, Inc. Proprietary and Confidential.
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26. A Key Ingredient for Success: “Karmic
Communication”
 The effects of all deeds actively create past, present and future
experiences
 “Ask not what the community can do for you, but what you can do
for the community.”
© 2009, Converseon, Inc. Proprietary and Confidential.

27. Your ongoing tactics are Optimization
Conception
 Measure, refine and optimize
 Key tasks:
Listening
– Incremental training
– Search audits
Policies – Conversation Mining audits
– Analytics
– ROI analysis
Infrastructure
 Score each business unit/department every
month and publicize the results internally
Training – Web analytics
– Mining
– Other data sets
Campaign
Optimization © 2009, Converseon, Inc. Proprietary and Confidential.
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28. IBM
» Profiles
BluePages holds 601,835 profiles and serving over
1 million searches per week
» Communities
Over 1,796 online communities, each with shared
resources and discussions. More than 700 private
communities
» Blogs
BlogCentral has 14,948 blogs, 131,411 entries with
63,096 users and 31,105 tags
» Bookmarks
IBM’s internal Dogear system has 655,566 total
bookmarks with 1,674,329 tags and with a user
population of 13,854
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29. IBM research shows personal experiences with company
employees have a strong influence on decision makers’ opinions
of a company
Influence Source Brazil Germany Spain Italy India Sing Japan
Personal experiences with company’s employees
Analysts or professional organization opinions
Opinions of colleagues, peers, or friends
Company websites
White papers, research, or case studies
Articles in magazines or newspapers
Online sources, not directly from the company
Tradeshows, conferences, industry forums, events
News stories on TV or radio
Advertising
Direct marketing (e-mail or mail)
Top importance High importance
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Mid importance Low importance
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30. IBM CORE: Building a Listening
Organization
CORE - Benefits & Improvements
» Faster, more efficient process
Research
» Lower costs – divisional fee and access all IBM research
» Elimination of redundant or duplicative efforts
» Consistent set of social media metrics across IBM
Monitor Engage
» Workflow tool – track blog responses across IBM
» Continuous monitoring and measurement of the blogosphere
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31. 5 Recommendations
Getting started
 There are so many options selecting a social media research solution today is
difficult. Consider working backwards - focus on your execution and metrics
requirements first, it should make selecting solution much easier
 Duplication in this space is considerable across research projects even for
different divisions – an enterprise approach is almost always warranted
 Most social media research clients will not easily be able to make use of the
resulting research – consider a combined consulting and research solution,
using external or internal resources, especially when first starting
 Plan on increasing coordination and team efforts cross divisions and roles –
across groups that may today only interact infrequently
 Develop internal communities, enabling teams to address questions as well as
share answers and outside contributions, giving employees an opportunity to
get familiar with community tools before venturing into the marketplace
© 2009, Converseon, Inc. Proprietary and Confidential.

32. What is Myth vs. Reality re: Social Media?
 Listening and acting on what you hear should be
integrated across the enterprise, including R&D,
 Listening is a luxury product development, communications/marketing and
customer service
 Social engagement…What social media does is what’s
important
 Social media is important
 Social Media is a primary driver of organizational
 Social media is just another channel transformation that transcends marketing-
communication
 Social media is easy  Culturally it can be very difficult
Social media transcends marketing disciplines – and
 Social media belongs to a particular most brands are not organized effectively to act
marketing discipline
© 2009, Converseon, Inc. Proprietary and Confidential.
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33. Thank You
 Rob Key - CEO of Converseon.
– twitter@converseon
– rkey@converseon.com
 Pauline Ores – Market Insights, Principal Analyst,
Social Strategy & Innovation at IBM
– Twitter @paulineo
– Ores@us.ibm.com
© 2009, Converseon, Inc. Proprietary and Confidential.