IBM is transforming into a social business by leveraging its employees' expertise on social media platforms. IBM catalogs its employees' expertise, manages access to them, and optimizes their interactions with customers. By enabling employees to engage digitally, IBM can systematically connect social interactions with business units like sales to generate business opportunities at scale. Key aspects of IBM's social business strategy include expert locators, relationship management tools, social media training for employees, and social media management platforms.

1. TRANSFORMING IBM THROUGH SOCIAL BUSINESS
AndradaMorar Ronald Velten
Ketchum Pleon IBM
October 27th 2011

2. 60 MINUTE UPDATE SOCIAL MEDIA

3. AndradaMorar - KetchumPleon Ronald Velten - IBM Benelux
Head of Social Media Marketing, Communications &Citizenship Director

4. @AndradaMorar @ronaldvelten
#SMPIBM

5. KETCHUM PLEON-SOCIALMEDIA
KP loves the internet.
KP has a special understanding for the online culture.
KP helps their clients to join & participate to that culture.
KP sees a lot of opportunities and challenges for online marketing
KP is different than most other „social media‟ shops You‟ve Seen.

6. Ketchum Pleon Social Media
Identity of the brand Imago of the brand
on the web on the web

7. What KETCHUM PLEON does for their Clients
• the Development of new Social Media Strategies
• the Improvement of current Social Media Strategies
• the Creation of campaigns highly Integrated with the Social Media culture
• the Management of the online Communities
• the Strength of their other agencies online activities
• the Creation of compelling & share-worthy content
• the Deployment of Social Media for reaching their Internal Publics
• the Problem and Crisis solving activities

8. Why are we different?
The Strong relationships with powerful and influential communities!
We use these relationships for
creating truly unique and special
campaigns.
Why?
To bridge the gap between the brands
identity & the brands image on the web.

9. + + =
9

16. 16

18. “We don‟t have a choice on
whether we DOsocial media,
the question is
how well we DO it.”
- Erik Qualman
18

19. DO YOU HAVE A SOCIAL STRATEGY

20. HOW GOOD ARE YOU AT IT

22. Harsh Truth #1
Most social media
strategies are
no strategies but
just a view
‘out of the blue’
activities.

23. Harsh Truth #2
In the social media
world brands love
to only take
from their fans
instead of contributing
something back into
the online ecosystem.

24. Harsh Truth #3
Social media users
do not really need
brands on the social
media platforms.
So what needs to be
earned, like in the
traditional world,
are three words:
Acceptance, Equality &
Affinity.
So what do they want from us?

25. To provide consumer value, brands
need more than good insights
and experts in how to use social media
tools.
What they need are people
who know the
online communities
Inside&Out

26. “It is notjustaboutdoing
social media fordoingit,
but howyouuse these emerging
technologiesforsocial business”
- Ronald Velten 
26

28. FOUR COMPANY PROFILES OF
SOCIAL MEDIA ADOPTERS

29. FOUR COMPANY PROFILES OF
SOCIAL MEDIA ADOPTERS
THE IGNORENT

31. FOUR COMPANY PROFILES OF
SOCIAL MEDIA ADOPTERS
THE IGNORENT
THE SCARED

33. FOUR COMPANY PROFILES OF
SOCIAL MEDIA ADOPTERS
THE IGNORENT
THE SCARED
THE AMATEURISTIC

35. FOUR COMPANY PROFILES OF
SOCIAL MEDIA ADOPTERS
THE IGNORENT
THE SCARED
THE AMATEURISTIC
THE SUCCESFULL

36. Social business focusses
SOCIAL on business outcomes,
business modelsand
BUSINESS management relatedto
use of social media
a definition technologies

37. Social Media
• Networking
•Corporate Branding
Social • Marketing
Networking • Communications
•Personal Branding
…
Social Social
Collaboration Selling
• Sales
•Collaboration • CRM
•Integration of Social Media • …
•in day 2 day business
SOCIAL BUSINESS

39. Define a Social Media
Strategy

40. Brainstorm about
lots of small, good
ideas,
That is better than
one big idea.

41. Communitycollabor
ation creates
innovation which
leads to the best
campaigns, content
& ideas.

42. On the Internet is
NO Mass Audience.

43. WHAT IS IBM DOING

45. IBM IS A SOCIALBUSINESS

46. IBM is moving itself and its clients well beyond Social Media
into a new era of collaboration, insight sharing, and lead generation
it calls Social Business. One of the notions behind
employees
becoming a Social Business is that your
should be front and centre in
your digital activities. Since IBM no longer
sells consumer products the brand experience for IBM is an
experience with an IBMer. An experiencethat is
increasingly happening online.

47. 25.000 378.000 198.000
IBMers actively on IBMers utilizing IBMers present at
Twitter LinkedIN, including Facebook
Alumni
47

48. 200+ 100.000 1.000.000
IBM channels IBMers collaborating Tweets upon the launch
On YouTube With 200.000 of our CMO study
nonIBMers via
DevelopersWorks
48

49. 17.000 1.000.000 400.000
Individual blogs Active page views IBMers profiled at
maintained regularly a DAY of Wikis IBM connections

50. 15.000.000 400.000 20.000.000
Downloads of Regular Sametime Minutes of LotusLive
employee generated instant messaging users, meetings, internally
video- and podcasts resulting in 40-50 million and externally each
messages per day month
50

51. We don‟t have a corporate blog or a corporate Twitter ID,
because we want the„IBMers‟in aggregate to be the
corporate blog and the corporate Twitter ID.
We represent our brand online the way it always has
been, which is employees first.
Our brand is largely shaped by the interactions
that they have with customers.”
Adam Christensen, social media communications, IBM Corporation

53. IBM’s social business strategy
is to catalog IBMers’ expertise,
manage access to them and
optimize their interactions with
our constituents. By fully
enabling the digital IBMer, we
can systematically manage
the way these social
interactions connect with all
relevant parts of IBM, including
the Demand System – and
perform all of these tasks at
massive scale.

54. IBM’s social business strategy
is to catalog IBMers’ expertise,
manage access to them and Expert Locator
optimize their interactions with
our constituents. By fully
enabling the digital IBMer, we
can systematically manage
the way these social
interactions connect with all
relevant parts of IBM, including
the Demand System – and
perform all of these tasks at
massive scale.

55. Expert IBM’s social business strategy
Relationship
Management
is to catalog IBMers’ expertise,
Social Aggregator manage access to them and Expert Locator
optimize their interactions with
our constituents. By fully
enabling the digital IBMer, we
can systematically manage
the way these social
interactions connect with all
relevant parts of IBM, including
the Demand System – and
perform all of these tasks at
massive scale.

56. Expert IBM’s social business strategy
Relationship
Management
is to catalog IBMers’ expertise,
Social Aggregator manage access to them and Expert Locator
optimize their interactions with
our constituents. By fully
enabling the digital IBMer, we
Social Business can systematically manage
@ IBM
the way these social
interactions connect with all
relevant parts of IBM, including
the Demand System – and
perform all of these tasks at
massive scale.

57. Expert IBM’s social business strategy
Relationship
Management
is to catalog IBMers’ expertise,
Social Aggregator manage access to them and Expert Locator
optimize their interactions with
our constituents. By fully
enabling the digital IBMer, we
Social Business can systematically manage
@ IBM
the way these social Social Business
Manager
interactions connect with all Social Intelligence
relevant parts of IBM, including
the Demand System – and
perform all of these tasks at
massive scale.

58. IBM Social Business Strategy Enablement
1. Expert Locator
2. Expert Relationship Management
3. Social Business @ IBM
4. Social Activation For Centennial
5. People For A Smarter Planet
6. Social Aggregator
7. Social Business Manager
8. Digital Labs
9. Social Business Council

59. Expert Locator /smarterplanet
Mobile app
Sponsored
media

60. Expert Relationship Management

61. Social Business @ IBM

62. Social Activation For Centennial

63. People For a Smarter Planet

64. Social Aggregator
Social Aggregator

65. Social Business Manager
Owns Listed 180 603
6 lists 43times Retweet Following
s
3,058 790 420
Mentions Tweets Followers 54
Comments
3,000 Videos &
Clicks on whitepapers
bit.lys most popular
Network Manager
Monitoring &
Engaging
Target Site List
Content Activation Plan
Coordinated Dialogue
SMEs BUs PR / MR

66. Enabling this all via our Digital Labs
Embrace
Consolidated
Constituent(s) Vision
Insights
Engage Energize
Data iteration
Outcomes iteration
Optimization iteration

67. IT IS ALL ABOUT ENGAGEMENT

68. IT‟S ALL ABOUT
TRANSFORMING IBM‟ers IN SOCIAL
BUSINESS AMBASSADORS!

69. KP for IBM
- communications trainings that combine
sales enablement, social media,
presentation skills and personal branding.
- key messaging sessions
-co-development Social Media Strategies
- co-creation of campaigns highly
integrated with the Social Media culture
- co-management of the online
communities
- co-creation of compelling & share-worthy
content
- deployment of Social Media for reaching
their Internal Publics

70. (Social) Media Training
Traditional Media
Social Media
Key Messaging
Personal Branding
Presentation Skills

71. The Execution

72. The Execution

73. The Results
IBMers have in-dept platform knowledge and know how
to collaborate with and use every type of media.
IBMers are able to create hands-on messaging and know how
to use media to bring their message across their target groups.
IBMersknow their tone of voice and how to control their
body language so it can strengthen their message when talking to media.
IBMers are aware of the role they should take in several
situations (e.g. crisis) and know they are always seen as the spokesperson.

74. The Results
IBM’s Erwin Boeren is now a brand ambassador for IBM.
Starting from scratch, he’s actively participating on several
social platforms. Besides, he is an active blogger and
successfully pitched his posts to several online media.

75. Crisis Communication
(Online) Crisis Communication
Traditional Media
Social Media

76. • Teams Present
– External Communications
– Internal Communications
– Corporate Security Officers
• Teams were unaware this was a Crisis
Communication Exercise
• Exercise was split in three parts
– Briefing 1 – Setting the Stage
– Briefing 2 – Set the Stage on Fire
– Briefing 3 – Aftercare
• Teams had 15 min only to respond on
every new situation

79. The Execution

80. 80

82. Listen
RETURN ON Learn
ENGAGEMENT
Contribute
Share
82

83. Somehandy links
Social @ IBM
IBM Social Business Guidelines
ibm.com/socialbusiness
andalwayswelcome at @ronaldvelten

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