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Embedding social media in day to day business at ibm

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Embedding social media in day to day business at ibm

  1. 1. Yves Van Seters – External Communications & Media Relations IBM BeLux Embedding Social Media into Day to Day Business
  2. 2. Inventory Check <ul><li>Uses LinkedIn / Xing / Plaxo </li></ul><ul><li>Uses Flickr / Picasa </li></ul><ul><li>Uses Delicious / Digg / ... </li></ul><ul><li>Reads blogs? </li></ul><ul><li>Reacts on a blog? </li></ul><ul><li>Has a blog? </li></ul><ul><li>Uses RSS-feed readers </li></ul><ul><li>Uses Instant messaging </li></ul><ul><li>Has no idea what Instant messaging is </li></ul><ul><li>Uses VOIP </li></ul><ul><li>Use this in Day to Day Business ? </li></ul><ul><li>Has a SmartPhone/BB/iPhone </li></ul><ul><li>Has a Hotmail / Gmail / Yahoo Account </li></ul><ul><li>Looked something up with Yahoo? </li></ul><ul><li>Looked something up with Google? </li></ul><ul><li>Looked something up with Ask? </li></ul><ul><li>Looked something up on Wikipedia? </li></ul><ul><li>Contributed to Wikipedia? </li></ul><ul><li>Uses review sites </li></ul><ul><li>Contributes to a review site </li></ul><ul><li>Has a Facebook / Netlog account </li></ul><ul><li>Has a Twitter account </li></ul>WHO
  3. 3. “ Social Media describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives and media.” Ironic Source: http://en.wikipedia.org/wiki/Social_media Social Media is … Editable Popular A Conversation Fast Emotional
  4. 4. Why do people participate? <ul><li>To meet and share information – to have fun </li></ul><ul><li>To have a dialogue and be a “part” </li></ul><ul><li>To learn from an expert’s ideas and opinions </li></ul><ul><li>To provide their opinions and wisdom </li></ul><ul><li>To get the inside scoop </li></ul><ul><li>To tell a company what they like – and what they don’t </li></ul><ul><li>To see the experience of the people who bought it, tried it, read it, made it, or visited it first </li></ul>
  5. 5. So, it’s about Marketing & Communications
  6. 7. The Communication Dilemma Dear, I  HP-EDS Grrr … As it was … (and we liked it that way …)
  7. 9. The most trusted providers of information today are not institutions .
  8. 10. They are “ other people like you & me.” (Oh-oh …)
  9. 11. The Fiesta Movement
  10. 12. The Fiesta Movement - Results
  11. 13. 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.”
  12. 14. … So, in this new world of social networking, customers , not companies, are in control <ul><li>Companies do not own their brand; brand is determined by public perception </li></ul><ul><li>The easy creation and proliferation of social media empowers consumers to publicly air their grievances and affect our brand, right or wrong </li></ul><ul><li>The further away from official corporate advertising the message and messenger are, the higher the credibility factor </li></ul>“ As the audiences for more blogs and social media sites… reach critical mass, it’s easier than ever for consumers to wallpaper the Web with their customer service nightmares” BusinessWeek , March 3, 2008 While the we cannot control the conversation involving their brand, we can help to influence what is being said by engaging in the conversation
  13. 15. The Social Technographics® Ladder Model Audience propensity to use social media in business decision making/adoption activity Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above
  14. 16. The Social Technographics® ladder of business buyers *Source: Forrester's North American Media & Marketing Online Survey, Q2 2008, 5,002 respondents +Source: Forrester global survey of business decision makers and influencers, Q4 2008, 1217 respondents Groups include people participating in at least one activities while working on behalf of their businesses. 25% 69% 35% 19% 37% 21% US adults* 5% 91% 55% 48% 58% 43% B2B buyers+ Creators Critics Collectors Joiners Spectators Inactives
  15. 17. The Social Technographics® ladder of business buyers: by technology category Base: 1217 technology decision-makers at firms with 100 or more employees Source: North American and European B2B Social Technographics* Online Survey, Q4 2008 Groups include people participating in at least one of the activities monthly.
  16. 18. 1997 2005 IBM recommended that its employees get out onto the Internet – at a time when many companies were seeking to restrict their employees’ Internet access IBM made a strategic decision to embrace Social Media and to encourage IBMers to participate…
  17. 19. “ Authentic” Corporate Brand Image “ 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
  18. 20. = 4.000 colleagues
  19. 21. Source: http://mashable.com/2009/02/06/social-media-smartest-brands/ When IBM decided they wanted to start using blogs, they didn’t just create one blog, they created an entire network . IBM created a way and allowed their employees to write about their experiences, what they’re working on, or any other topic of choice. IBM capitalizes on the intelligence of their employees to give consumers insight into what happens behind the scene. By giving the industry experts they’ve hired a voice , IBM is able to highlight the people behind their products. Users get to see how IBM operates and are given a direct connection with IBM employees
  20. 24. <ul><li>BLOG MUSE </li></ul><ul><li>IBM developed tool to increase reader- to-writer interaction </li></ul><ul><li>Tested by over 1.000 IBM’ers </li></ul><ul><li>Promising results </li></ul>
  21. 25. Social Media Adagio LISTEN LEARN CONTRIBUTE SHARE
  22. 26. Only if you have something to say, people will listen… AIMS 2010
  23. 27. “ Social Media describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives and media.”
  24. 28. <ul><li>Productive </li></ul><ul><li>Finding and sharing expertise </li></ul><ul><li>Sharing best practices and collaborating effectively </li></ul><ul><li>Tapping into the wisdom of crowds </li></ul>Social Media is not only about being social, it’s about being …
  25. 29. It’s Collaboration, stupid !
  26. 30. “ Social Software describes the online IBM technologies and practices that people use to share content, opinions, insights, experiences, perspectives and media.” Online Collaboration is … Personal Informal Fast A Conversation
  27. 31. 2003 IBM conducted its first jam, not unlike a band jam, bringing employees together in an online forum for three straight days.
  28. 32. <ul><li>A big, online collaborative experiment </li></ul><ul><ul><li>The first disciplined reexamination of IBM Values in nearly 100 years </li></ul></ul><ul><li>No intervention by corporate </li></ul><ul><li>Completely employee-led </li></ul><ul><li>The first 8 to 10 hours => very negative </li></ul><ul><li>The next 12 hours, the conversation completely changed to being very constructive </li></ul>
  29. 33. Teamrooms Wiki´s Secondlife Jams LotusLive ODW Bluepedia Sametime QuickPlace Cattail Bluepages dogear Th1nkForward BeeHyve Bluto / BluTwit
  30. 34. Lotus Connections Blogs Communities Bookmarks Activities Profiles Homepage Wikis Files
  31. 35. My Profile
  32. 36. Blogs
  33. 37. Bookmarks
  34. 38. Activities Activities
  35. 39. Files
  36. 40. Search
  37. 41. Tagging is important !
  38. 42. Community Page
  39. 43. Discussion Forum
  40. 44. Mobile Support
  41. 45. Conclusion <ul><li>This elephant still dances </li></ul><ul><ul><li>“ As it turns out, its decentralized social media approach is another milestone in the company’s history—driving unprecedented collaboration and innovation” </li></ul></ul><ul><ul><ul><li>Source: Social Examiner – Feb 2010 . </li></ul></ul></ul><ul><li>IBM uses Social Software to employees talk—to each other and the public—without intervention. </li></ul><ul><li>With a culture as diverse and distributed as IBM’s, getting employees to collaborate and share makes good business sense. </li></ul>
  42. 46. ““ We’re very much a knowledge-based company. It’s the expertise of the employee that we’re hitting on.” Adam Christensen, Social Media Officer, IBM Corp.
  43. 47. Questions ? Y
  44. 48. Yves Van Seters External Communications & Media relations Belgium & Luxembourg Av.du Bourgetlaan 42 B-1130 BRUSSELS BELGIUM T: +32(0)2-225 21 11 M:+32(0)478-27 10 33 E: [email_address] linkedin.com/in/Yvesvanseters @YvesVS YvesVS.tumblr.com

Notas do Editor

  • PR old style Curve a press release over the wall, wait and see what happens
  • “ Be yourself.” It’s one of the rules of social media. If you’re blogging, tweeting or Facebooking for business, be real—or you won’t be followed. Yet, how do you pull off “authentic” while maintaining the company brand message? It’s tough enough for a small business. What if you’re #2 on Business Week’s best global brands list, with nearly 400,000 employees across 170 countries? At IBM, it’s about losing control. “ 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,” says Adam Christensen, social media communications at IBM Corporation. “ 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.” Thousands of IBMers are the voice of the company. Such an approach might be surprising for #14 on the Fortune 500.
  • No IBM corporate blog or Twitter account 17,000 internal blogs 100,000 employees using internal blogs 53,000 members on SocialBlue (like Facebook for employees) A few thousand “IBMers” on Twitter Thousands of external bloggers, Almost 200,000 on LinkedIn As many as 500,000 participants in company crowd-sourcing “jams” 50,000 in alum networks on Facebook and LinkedIn Results: Crowd-sourcing identified 10 best incubator businesses, which IBM funded with $100 million $100 billion in total revenue with a 44.1% gross profit margin in 2008
  • Thousand of voices Run an online search for “IBM blog” and you’ll find countless IBMers posting publicly on everything from service-oriented architecture to sales to parenthood. If you want to blog at IBM, you simply start. IBM lists all of its blogs in a simple directory sorted by the name of the blogger. They share thoughts, ideas, presentations, photos, videos, you name it. In 2006, the IBM mainframe blog hit the big time for posting a series of videos on YouTube that linked back to the blog. The Art of the Sale mockumentaries, in The Office style, lightheartedly poke fun at IBM and corporate sales in general. Part I of The Art of the Sale racked up 250,000 views on YouTube. Additionally, an estimated 200,000 employees are on LinkedIn, with another 50,000 former employees in alum networks on LinkedIn and Facebook.
  • On an individual level, Ed Brill’s work in social engagement embodies many of the tenets of IBM at our best. Through his blog and participation in social networking platforms, such as Twitter, LinkedIn or Flickr, Ed authentically and consistently engages in social media as an IBMer with a focus on creating an advantage for IBM. He crafts thoughtful and compelling arguments with intelligence and reason about IBM products and services or competitors and their positions. He also listens to his followers and engaging them as forward-thinkers in an ongoing dialog. In doing so he is actively living IBM’s value, particularly building trusted relationships with IBMers, clients and IBM partners. Through his long-term community engagement, he has become the face of IBM’s Lotus brand to many online.
  • If a reader wants to read about a topic but he cannot find a blog entry that satisfies his needs, then he can submit his topic to Blog Muse. Blog Muse will then redirect that idea to a writer who is likely to write on the readers&apos; topic. If a writer is found then the reader will receive a notification from Blog Muse, which means guaranteed page hits for the blog writer. Blog Muse also included a feature named &amp;quot;ask for a blog post&amp;quot;. Instead of targeting a particular request to a particular writer, this feature allows the writer to see what ideas readers are looking for. This feature is supposed to provide &amp;quot;inspiration&amp;quot; to the writer. Blog Muse was developed by IBM and right now it is for IBM. It is an application that they developed to increase internal social interaction and information sharing. They determined that not all of their goals were achieved by Blog Muse. They wanted to increase blog writing and that did not happen. What they did discover is that the quality of the blogs increased, and the number of reader comments on blogs that used Blog Muse increased. There was no information provided about increased readership. The suggestions that blog muse targeted to specific writers were rated as good suggestions 64% of the time. The topics that were random topic suggestions were only rated as good 37% of the time.
  • This release is focused on a variety of features and capabilities we heard from our user base and customers loud and clear! Here is the high level look at Lotus Connections Next. First, we are adding in our own, out of the box wiki service. We&apos;re also making communities totally customizable, themable, and widgetized! Our home page has turned into a Connections feed central, showing you news from your network, your subscriptions, and more. Profiles have become places to socialize, with twitter like status messages and comments and conversations. Plus, we have even more mobile support for all you iPhone users and mobile browsers! Finally, when it comes to social software, you said faster and easier installs and more information to let you know how these tools are being adopted. Ok, let&apos;s start with the wiki -
  • **NOTE: This is an automated slide** The Profiles service within Lotus Connections is a directory of the people in your organization as well as information you need to form and encourage effective networks. In addition to the basic information you would find on a Profiles business card, Profiles catalogs skills such as technical or business expertise, past experience, and areas of interest. This service allows you to define yourself and for others to understand more about you through the reporting structure view, tags describing you, your network of colleagues, your recent status updates, recent data contributions and even through the picture you share on your Profile page. Profiles can help you reach out to people and build up a collaborative network of connected people. You can search this service in many ways and by different criteria, including location, experience, interest and more. Profiles are an integral part of social networking and we find it is the service many organizations begin with. Lets take a look at some of the updates on the My Profile page (start clicks)
  • The Blogs service within Lotus Connections is a corporate blogging system where individuals can share their unique perspectives and expertise, solicit feedback and share information. Blogs can be owned or maintained by an individual or a group, with regular entries which can contain text, images, links, or even video. In the business landscape, blogs tend to provide commentary or disseminate information among disperse groups of people, encouraging conversation across silos, geographies, and roles.
  • T he Bookmarks service within Lotus Connections allows users to save, organize, maintain and store bookmarks in a central location that allows them to access their bookmarks from multiple computers. Bookmarks can also be shared, enabling people to discover information based on what others have found most useful, what others are frequently bookmarking, and what tags are being used. Companies today realize the need for social bookmarking in their organizations because it enables teams of people to easily share information in real-time and provides them with the ability to organize information both inside and outside the organization. Bookmarks not only allow you to discover where people get their information but saves time eliminating the need for you to locate the same information. You can go straight to information that a user has already vetted and found appropriate and useful.
  • **NOTE: This is an automated slide** The Activities service within Lotus Connections enables an individual to &apos;instantly&apos; define a set of tasks needed to be performed by an ad-hoc team to meet a stated goal and assign ownership and due dates for these tactical actions involving one or more individuals. An Activity is created by an individual for the purpose of communicating and collaborating with others in order to achieve a common goal. Activities allow users to work together in a common area rather than complete work in several disparate and disconnected tools. Within an Activity information can be shared, such as meeting agenda&apos;s, project plans, action items, files and many more. Activities can be used to organize a team or an individuals work. Activities provide users the ability to save reusable Activity patterns as templates, and it allows for users to create an Activity from a template. There are out of box templates provided and also templates that have been created and shared by users. Now we can have an Activity as part of a Community. We have also enhanced the ability to send notifications and filtering the users to send the notificatopns or e-mails too. Now lets take a look at the Homepage
  • **NOTE: This is an automated slide** The Files service is a new service we are introducing as part of Lotus Connections. Files is designed to enable an individual with a fast and easy way to share their content with others by uploading presentations, documents, videos, or any type of file into their own file sharing library. They can then keep their files private, semi-private or public. By utilizing social software features such tagging, ratings, recommendations, combined with version comments, it provides an effective way to share content and for others to discover published content. Instead of sending file attachments via email, they can send links to their content ensuring readers always have the latest version. Files also provide individuals a central location to organize their files which make it easy to locate for future use. In the Files service you can easly see comments, ratings and the number of people that have downloaded a shared file. Files can be a stand alone service or intergrated into a community
  • **NOTE: This is an automated slide** Advanced search let you target your search results by selecting only the features that interest you.
  • Main Point: Web 2.0 is far more interactive and driven by users than Web 2.0 – a classic Web 1.0 site was driven by a web master, and had a one directional model where users consumed – enter Web 2.0 that drives a two directional model where users contribute content and are more interactive. Now the value of the site isn’t limited to the defined set of interactions originally envisioned – the potential business value is exponentially greater as people have more flexibility in contributing and interacting with the content. Classic Web 1.0 site Web Master“ runs web site, end users only consume Few content editors Web site provides limited content Accumulates relatively small amounts of information and content Unidirectional View-only markup Only human users Admin defined Fixed categories Modern Web 2.0 site End users contribute to the web site, user empowerment Every user is a content editor and rater Web site provides collective contributions of all users Accumulates huge amounts of information and content from end users Bi-directional Semantically tagged markup Humans and applications as users User defined FlexibleTagging Folksonomy
  • **NOTE: This is an automated slide** The Communities service within Lotus Connections brings together people with common interests. Communities help people who share these common interests to easily collaborate by exchanging and sharing information and interacting with one another. As a member of a community, you can view bookmarked information, connect with other members, subscribe to feeds to keep up to date with the latest information, and participate in or start a discussion. Users can also leverage the other Lotus Connections services directly within the Communities environment, enabling them to quickly share files, start a Blog, or create an Activity to name a few. Whether you are sharing content on like interests, forming a project team, researching an emerging technology, or looking for people, a Community is a great way to reach out, get organized, and start sharing information from inside your organization as well as critical information that resides outside of your company. Communities are integrated with other Lotus Connections services. The owner has the ability to pick and choose which services they would like to utilize in their community. The Coomunity card will appear in the other service to provide a quick link back to the community. Now lets take a look at how we can customize a Community.
  • Members can post new topics and start a discussion for each topic. Discussion Forum content can include images, links, and rich text. Discussion Forums have an improved interface that allows a user to visually follow a discussion thread. A user can also select Pin this Topic in order to keep a particular topic on top of the list of Discussion Forums.
  • The latest and greatest intellectual capital can be discovered and shared Identify SME’s and their content instantly