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Transforming
through
Social Business
Yves Van Seters
Media Relations & External Communications IBM BeNeLux
©2011 SugarCRM Inc. All rights reserved.

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
11/27/2011 ©2010 SugarCRM Inc. All rights reserved. 3

IS IBM A SOCIAL BUSINESS ?

25.000 378.000 198.000
IBMers actively on Twitter IBMers utilizing IBMers present at
LinkedIn, including Facebook
Alumni
200+ 100.000 1.000.000
IBM channels IBMers collaborating Tweets upon the launch
On YouTube With 200.000 non-IBMers of our CMO study
via DevelopersWorks
17.000 1.000.000 400.000
Individual blogs maintained Active page views a DAY IBMers profiled at
regularly of Wikis IBM connections
15.000.000 400.000 Regular Sametime instant
20.000.000
Downloads of employee Minutes of LotusLive
generated video- and messaging users, resulting in 40- meetings, internally and
50 million messages per day externally each month
podcasts
5

“We don‟t have a choice on
whether we DO social media,
the question is
how well we DO it.”
- Erik Qualman
7

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

To understand IBM‟s Social business Strategy,
One needs to understand IBM
We‟re the innovator‟s innovator
Globally Integrated 100 years of Expertise With a vision
Enterprise
 NYSE: IBM
 Hardware, software,
services, consultancy
 B2B
 Revenue in 2010:
99.870.000.000 USD (*)
 Employees WW: 400.000
(*) IBM annual report 2010: http://ibm.co/tHtFHP Ibm100.com

The globally integrated enterprise is a
company that fashions its strategy, its
management, and its operations in
pursuit of a new goal:
the integration of production and
value delivery worldwide.

Social Business
•Networking
•Communications
•Personal Branding
Social …
Networking
Social
Collaboration
•File sharing
•Activities
•Communities
…
SOCIAL BUSINESS

Profiles
Wikis Bookmarks
Connections
Blogs Communities
Activities Files

“It is not just about doing
social media for doing it,
but how you use these emerging
technologies for social business”
14

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

Social Media Guidelines @ IBM

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

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

IBM is moving itself and its clients well beyond Social Media into a
new era of collaboration, insight sharing, and lead generation it
Social Business. One of the notions behind
calls
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 experience with an
An experience that is
IBMer.
increasingly happening online.

Social Business
•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

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

“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
25

Social Business
Embrace
Consolidated
Constituent's) Vision
Insights
Engage Energize
Data iteration
Outcomes iteration
Optimization iteration

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.

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

Expert Locator /smarterplanet
Mobile app
Sponsored
media

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

Expert Relationship Management

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

Social Business @ IBM

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

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 & Network Manager
Clicks on whitepapers
bit.lys most popular
Monitoring &
Engaging
Target Site List
Content Activation Plan
Coordinated Dialogue
SMEs BUs PR / MR

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

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.

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.

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

Define a Social Media
Strategy

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

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

On the Internet is
NO Mass Audience.

IT IS ALL ABOUT ENGAGEMENT

45

Listen
RETURN ON Learn
ENGAGEMENT
Contribute
Share
47

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

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
(if not most) of us learned the news
 Twitter
 about the “Arabic Spring”
 Tumblr
 about the London Riots
 iPads
 about the Pukkelpop drama
 Netbooks
 etc.
 iPhones
 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/

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

Social Activation For Centennial

People For a Smarter Planet

Social Aggregator