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Yves Van Seters – External Communications & Media Relations IBM BeLux Embedding Social Media into Day to Day Business

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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

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“ 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

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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>

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So, it’s about Marketing & Communications

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The Communication Dilemma Dear, I  HP-EDS Grrr … As it was … (and we liked it that way …)

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The most trusted providers of information today are not institutions .

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They are “ other people like you & me.” (Oh-oh …)

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The Fiesta Movement

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The Fiesta Movement - Results

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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.”

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… 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

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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

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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

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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.

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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…

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“ 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

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= 4.000 colleagues

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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

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<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>

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Social Media Adagio LISTEN LEARN CONTRIBUTE SHARE

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Only if you have something to say, people will listen… AIMS 2010

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“ Social Media describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives and media.”

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<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 …

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It’s Collaboration, stupid !

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“ 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

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2003 IBM conducted its first jam, not unlike a band jam, bringing employees together in an online forum for three straight days.

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<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>

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Teamrooms Wiki´s Secondlife Jams LotusLive ODW Bluepedia Sametime QuickPlace Cattail Bluepages dogear Th1nkForward BeeHyve Bluto / BluTwit

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Lotus Connections Blogs Communities Bookmarks Activities Profiles Homepage Wikis Files

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My Profile

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Blogs

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Bookmarks

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Activities Activities

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Files

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Search

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Tagging is important !

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Community Page

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Discussion Forum

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Mobile Support

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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>

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““ 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.

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Questions ? Y

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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