This document discusses IBM's transformation into a social business. It provides an overview of IBM's social business strategy, which aims to catalog IBM employee expertise, manage access to employees, and optimize employee interactions with constituents. The strategy includes implementing various tools like an expert locator, expert relationship management, social aggregator, and social business manager to connect employee social interactions with IBM systems at large scale. The goal is for employees to act as social ambassadors and for IBM to derive business value from social media engagement.

1. TRANSFORMING IBM THROUGH SOCIAL BUSINESS
Yves Van Seters
IBM
Nov. 17th 2011

2. Yves Van Seters
• Team Leader Media Relations & External Communications IBM BeNeLux
• 16 years of experience in sales, marketing & communications
• Active in Social Media since 2009
– Twitter, Tumblr, Linkedin, Foursquare,
– Slideshare, Youtube, Lotus Live
• IBM Social Maven

3. A short list of things that weren‟t around in their
present form on November 17th, 2001
• Facebook Amazing that, thanks to all of these things, many
• Twitter (if not most) of us learned the news
• Tumblr  about the “Arabic Spring”
• iPads  about the London Riots
• Netbooks  about the Pukkelpop drama
• iPhones  etc.
• Android phones
• Unlimited data / phone plans
"The audience isn’t on Twitter, but the news is.”
Mark Jones, Reuters Global Communities Editor
Source: http://inothernews.tumblr.com/

5. “People use Social Media to share news, content,
opinions, insights, experiences, perspectives and
media.”
Social Media is … Popular
A Conversation
Fast
Emotional
Ironic Source: http://en.wikipedia.org/wiki/Social_media

6. “We don‟t have a choice on
whether we DO social media,
the question is
how well we DO it.”
- Erik Qualman
6

8. Harsh Truth #1
Most social media
strategies are no
strategies !
They‟re just a few
„out of the blue‟
activities.

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

11. 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 &
So what do they want from us?
Affinity.

12. “The leading brands of the future
will be those who can
communicate with
their customers
the most relevant way.”
- Yuchun Lee, IBM VP Enterprise Marketing Management Group
12

13. “Social Media is all about
relevant CONTENT,
addressing the shared interests
of your constituencies”

14. 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

15. Define a Social Media
Strategy

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

17. Community
collaboration creates
innovation which
leads to the best
campaigns, content
& ideas.

18. On the Internet is
NO Mass Audience.

19. “It is not just about doing
social media for doing it,
but how you use these emerging
technologies for social business”
- Ronald Velten 
19

20. Social business focusses
SOCIAL on business outcomes,
business models and
BUSINESS management related to
use of social media
a definition technologies

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

23. WHAT IS IBM DOING

24. IBM IS A SOCIAL BUSINESS

25. 25.000 378.000 198.000
IBMers actively on IBMers utilizing IBMers present at
Twitter LinkedIn, including Facebook
Alumni
25

26. 200+ 100.000 1.000.000
IBM channels IBMers collaborating Tweets upon the launch
On YouTube With 200.000 non- of our CMO study
IBMers via
DevelopersWorks
26

27. 17.000 1.000.000 400.000
Individual blogs Active page views IBMers profiled at
maintained regularly a DAY of Wikis IBM connections

28. 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

29. 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

30. Spectrum of trust and guidance
Employee Social Media engagement
Social Only Only All Everyone
Media Marketing approved employees does their
Sites engages employees are own thing
blocked Social engage deputized
Media

31. 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
becoming a Social Business is that your employees
should be front and centre in
your digital activities. Since IBM no longer
sells consumer products the brand experience for IBM is an
An experience that
experience with an IBMer.
is increasingly happening
online.

32. Social Media Guidelines @ IBM

33. 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.

34. IBM’s social business strategy
is to catalog IBMers’
expertise, manage access to Expert Locator
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.

35. Expert IBM’s social business strategy
Relationship
Management
is to catalog IBMers’
Social Aggregator expertise, manage access to Expert Locator
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.

36. 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.

37. 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.

38. 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

39. Expert Locator /smarterplanet
Mobile app
Sponsored
media

40. Expert Relationship Management

41. Social Business @ IBM

42. Social Activation For Centennial

43. People For a Smarter Planet

44. Social Aggregator

45. Social Business Manager
Owns Listed 43 180 603
6 lists times Retweets Following
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

46. Digital Labs
Embrace
Consolidated
Constituent's) Vision
Insights
Engage Energize
Data iteration
Outcomes iteration
Optimization iteration

47. IT IS ALL ABOUT ENGAGEMENT

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

49. 49

51. Listen
RETURN ON Learn
ENGAGEMENT
Contribute
Share
51

52. Some handy links
Social @ IBM
IBM Social Business Guidelines
ibm.com/socialbusiness
and always welcome at @yvesvs