For IBM, social goals are business goals. The IBM social strategy aims to increase employee engagement, improve the IBM client experiences and drive financial results by enabling social engagement with customers, influencers and communities of interest.

1. Social Media Strategy at IBM:
Programs, Resources, Results
Delaney Turner
Social Business Analytics & Enablement

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Agenda
• Macro trends
• IBM executive views
• Social media…
– and the IBM brand strategy
– Governance
– Frameworks & metrics
– Enablement programs
– Resources
• Q&A

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Social media is changing public attitudes toward
businesses
Source: 2012 Edelman Trust Barometer Executive Summary

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And it’s driving the need for new leadership skills
The dynamics of social media amplify the need for qualities that have long been a staple of
effective leadership, such as strategic creativity, authentic communication, and the ability to deal with
a corporation’s social and political dynamics and to design an agile and responsive organization.
Social media […] requires the ability to create compelling, engaging multimedia content. Leaders
need to excel at co-creation and collaboration—the currencies of the social media world.
Executives must understand the nature of different social-media tools and the unruly forces they can
unleash.
Equally important, there’s an organizational dimension: leaders must cultivate a new,
technologically linked social infrastructure that by design promotes constant interaction across
physical and geographical boundaries, as well as self-organized discourse and exchange.
Roland Deiser & Sylvia Newton, Six social-media skills every leader needs,
McKinsey Quarterly, Feb. 2013

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Companies are adapting to capitalize on these
trends
Source: 2012 IBM CEO Study “Leading Through Connections”

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Social media success is a priority for IBM
“I am very aggressive internally in IBM in moving into a social enterprise.
It flattens organizations. It enhances their speed. I envision a day [when]
it's more important what you share, not just what you know. It's not so
much what you say you know; I care about what the world thinks
you know, what clients think you know. *
~ Ginni Rometty, IBM Chairman, President & CEO
“We have to be publishers and developers, so that we are not
relying on intermediaries to get a story told and develop a
relationship with decision makers. We have to be curators of
corporate character.”
~ Jon Iwata, IBM SVP, Marketing & Communications
*Jessi Hempel, Ginni Rometty reveals the future of Watson, CNNMoney, May 17, 2013

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Social media strategy is to match the IBM digital
experience to the IBM brand

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The challenge and the opportunity

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Surface area of a sphere: 4 pi r2
• *r = the radius of the sphere

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The marbles have about 300% more surface
area

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100s of 1000s
100s
10s of 1000s
Our approach: Enable all IBMers as Digital IBMers
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Executives/Thought Leaders
High-touch coaching and support
Digital IBMers
Self-directed education and participation
Technical Practitioners
Community-based coaching and enablement
IBM’s digital training and enablement
Content topics Formats include Audience
 Specific education by social
media venue (Twitter, LinkedIn)
 Specific education by social
media task (e.g. How do I grow
my network?)
 Live e-meetings with experts
 In-person group training
 Recorded presentations and
self-help modules
 Community support
 All 400K IBMers
 Sessions are hosted in different
time zones and in local
languages

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Design social computing guidelines
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The guidelines outline:
• Responsible engagement
• What NOT to talk about
Rules of the road:
• Be professional, don’t pick fights,
don’t feed the trolls
• Speak for yourself, not IBM
• Respect copyright, laws, other people
• Add value
Guidelines for secure computing:
• Protect IT assets and information
• Practice safe computing and report security incidents

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 Applied to new accounts or
existing accounts
 Dedicated Corporate team
reviews all accounts and
communities
 Non-compliant IDs contacted
to bring to standard and remove
fakes
 Easily support new platforms
like Google+ and Pinterest
Implement social brand guidelines

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BEFORE 2011
TODAY
Before and after the audit

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 Objective: optimize earned &
owned media coverage, aligned to
brand strategy
 More than 3,000 IBM social brand
accounts and channels identified
 Curation and administration support
to help maximize content marketing
and shared expertise
 Self-enrollment with brand training,
validation and permission
 Accounts are available for
syndication via Social Media
Aggregator
IBM Voices: dynamic inventory & syndication of
IBM branded, IBM Select & IBM Forward Thinker
social channels

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Implement a social measurement framework
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Favorable Selling Environment Social Program Effectiveness
Market
Interest
Social Program
Readiness
Mindshare
Social Program
Progress
 Market term volume
– Online conversations
• by segment
• by theme
• by usage
– Online searches
Share of IBM
– Online conversations
– Online searches
– Influencers’ messages
IBM placement in organic
search results for
market terms
 Social Strategy / Marketing Plan
– Created based on social media
research and GTM strategy and plan
– Reviewed with management
 Full-time Social Program
Manager assigned
 SMEs identified and recruited
 SMEs’ social sites + IBM
branded social sites
– Established, maintained and active
– Compliant with IBM Social Brand
Guidelines
 Business goals and baseline
measurement set
 Collaboration process in place to:
– Apply social insights and KPIs
– Share marketing plans, messages
and materials with SMEs
– Promote SMEs’ + their social sites
 Reach
– # of people who have opted
into your communication
– Followers, fans, friends, unique
visitors, subscribers, members,
connections
 Engagement
– # of times someone interacted
with our content/message
– Replies, mentions, engaged
users, likes, comments, post
visits, views, favorites, post
replies, +1
 Amplification
– # of times someone re-shared
our content/message
– Retweet, Share, Link, g+,
Pin It, Talking About It
 Conversion
– # of IWM registration yielded

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SME
Eminence
KPIs KPI Definitions Metrics
Engagement
Reach
Amplification
Conversion
Audience interactions with content
published by SMEs
Audience members who have opted
into your communications
Audience sharing actions of SME
content
To be defined by the program SBM.
An example would be registrations
yielded from SME social accounts
Views
Likes
Comments
Likes
Comments
@mentions
Clicks
Subscriptions
Visitors
Visits
Search Rank
Connections
Followers
Shares
Inbound Links
Retweets
Registrations
Measure progress against consistent metrics

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• Provide proactive
reputation monitoring
• Provide event based
decision support
involving risks to
IBM’s corporate
reputation
• Measure and improve
our perception through
assessment of key
voices (our market, our
investors, our
employees)
• Discover client needs
and trends leading to
solution innovation
• Build markets through
promotion of IBM
language and criteria
to redefine categories
• Assess extent to
which a market is
being made with
action plan for
improvement
• Win competitive mindshare
for IBM through social
influence and outreach
• Build pipeline through
social lead identification
• Enable sellers to win
business with social
intelligence based door
openers
Objetive
Social
Insight
Contribution
Making
Markets
Capturing
Markets
Corporate
Character
Making
Markets
Capturing
Markets
Use socially derived insights to make & capture
markets & build corporate character

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IBM Select: builds the eminence of high-value,
high-touch thought leaders in targeted online
communities
 Grow influence and reputation subject
matter experts in the social sphere
 IBM Select SMEs
 IBM Champions – non-IBM
technical leaders
 1-on-1 coaching and support from
IBM Social Business Manager
 Sustain and support engagement while
continuously proving competency and
expertise
 Support and amplify word-of-mouth
aligned to Go-to-Market priorities
 On-going listening and measurement
to gauge progress
MD&I

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IBM Forward Thinkers: self-selected, community
verified experts who share knowledge internally
and externally
Create an expert profile - provide information about your expertise, and as your knowledge and skills
evolve, so can your profile so you're always presenting an accurate picture of yourself.
People connect with you - using search, colleagues find you or you are promoted on ibm.com where
customers and others can follow you on the social networks and other sites you share.
You and IBM benefit - You build your professional reputation by communicating and demonstrating your
expertise, while IBM benefits through more effective outreach and improved productivity and collaboration.

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IBM Blue Galaxy: training & engagement for IT
practitioners
• Enabling bright and talented IBM technical
professionals to engage through social
media and face-to-face to:
– Develop and nurture client relationships
– Share and learn practical expertise
• Stars in our galaxy
– Socially active IBM technical professional
luminaries help guide practitioner actions; social
media missions
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Internal enablement community to empower and equip the IBM technical
community to engage with the world’s practitioners

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• Training and guidelines on a range of
topics
• IBM Connections
• Social media basics
• Cyber security
• Social selling
• Dozens of courses
• Recommendation engine
• Rewards & tracking
• Strategic, sharable content
Digital IBMer Hub: enabling 400K+ IBMers to be
successfully social

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Social Engagement & Insights Team: on-demand
resources & enablement materials

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Customized & prescriptive learning plans

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Thank you
@DTurnerBlogs
Delaney.Turner@ca.ibm.com
ca.linkedin.com/in/delaneyturner/