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 experience with an IBMer. An experience that is increasingly happening online.
Ketchum Pleon was asked to support the change program that radically transforms how IBMers sell their products: ‘From Social Media to Social Business’. To bridge communications and sales enablement Ketchum Pleon:
1. Developed a suite of communications trainings that combine sales enablement, social media, presentation skills and personal branding;
2. Helped build an active pool of 100+ trained professionals;
3. Identify and coached front runners to jumpstart the program;
4. Co-developed Social Business content with IBM industry leaders.
A case presented by Ronald Velten and Andrada Morar @ Social Media In Praktijk, Maarssen, 27th Otober 2011
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.
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
33. FOUR COMPANY PROFILES OF
SOCIAL MEDIA ADOPTERS
THE IGNORENT
THE SCARED
THE AMATEURISTIC
34.
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
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
52.
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
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
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
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
By using our 4 step media training model we then explain IBMers how to work with (social) media. Know your media Know your message Know yourself Know your positionThe first part of the program is to inspire and enthuse employees about the value social media can add and motivate them to start exploring the online world. After, follow-up sessions are organized to turn employees into brand ambassadors on specific platforms or practices:Hands-on guidance on using social media platforms (1 or 2 platforms to start with)Assisting in writing blog posts; pitching posts and creating more social media spin off