Presented by Ian McNairn at UNICOM conference Social Software: Engaging the customer JHune 3, 2009 http://www.unicom.co.uk/product_detail.asp?prdid=1593#
transcript
1. Using Social Software to Market Yourself Inside and outside
the Firewall Its all about branding Ian McNairn Program Director
Web Innovation & Technology Office of the IBM CIO Wednesday,
June 03, 2009 IBM 2009
2. Page 2 Ian McNairn - Program Director Web Innovation &
Technology IBM 2009
3. Wordle is written by Jonathan Feinberg Page 3 Ian McNairn -
Program Director Web Innovation & Technology IBM 2009
4. IBM has a workforce of over 500,000 of whom almost 50% are
mobile 350K+ employees 200K+ contractors 170 countries 2,000
locations 70+ acquisitions since 2002 50% < 5 years experience
IBM Locations Mobile Employees Page 4 Ian McNairn - Program
Director Web Innovation & Technology IBM 2009
5. Page 5 Ian McNairn - Program Director Web Innovation &
Technology IBM 2009
6. Why Social Software? Wednesday, June 03, 2009 IBM 2009
7. Website A collection of web pages, images, videos and other
digital assets hosted on a particular domain or subdomain on the
World Wide Web Email Portals Social Viral Search Engine Networking
Marketing Optimization A store and forward A unified, single point
of Members invite their personal Using specific tactics that
Maximizing the findability of method of composing, customer access
to and extended networks to join drive peer-to-peer and word a
website or piece of content sending, storing, and personally
relevant and a community. An SN Site of mouth messaging, by
ensuring the coding, receiving messages customer information linked
connects users through core improving referrals, network content,
links & other over electronic from various logically- features,
relevant building, and attributes are optimal to be communication
systems related applications for discussions, content, and
recommendations from the found & indexed by the specific users
offline social connections best sources: customers algorithms of
search engines. Customer Small Knowledge User Mobile relevant
Message bases Communities Web data Services A searchable A central
electronic Customer data sources Access to the World Wide Chats,
Instant Messenger, database/repository location for users with a
are an integral Web as accessed from Texting, and alerts supporting
knowledge sharing common point of interest component by providing
mobile devices such as delivered in text only to with internal/
external parties where they can provide profile, transaction, cell
phones, PDAs, and chat programs and devices that accesses
information support and share behavior, interaction other
pocketable gadgets based on key words, relevant information with
connected to a public relevance and privileges. each other as a
group network. Page 7 Ian McNairn - Program Director Web Innovation
& Technology IBM 2009
8. Page 8 Ian McNairn - Program Director Web Innovation &
Technology IBM 2009
9. Page 9 Ian McNairn - Program Director Web Innovation &
Technology IBM 2009
10. Page 10 Ian McNairn - Program Director Web Innovation &
Technology IBM 2009
11. Marketing 2.0 is viral
http://uk.reuters.com/article/oddlyEnoughNews/idUKTRE54513620090506?feedType=nl&feedName=ukmorningdigest
Page 11 Ian McNairn - Program Director Web Innovation &
Technology IBM 2009
12. and from anywhere, using (almost) any device Page 12 Ian
McNairn - Program Director Web Innovation & Technology IBM
2009
13. Low Trust in Advertising ...and a Need to Drive Advocacy
for your Brand Source:
http://www.balladinplaine.com/sla-2008-word-of-mouth-marketing-tuesday-june-17/
Page 13 Ian McNairn - Program Director Web Innovation &
Technology IBM 2009
14. Low Trust in Advertising Drives a Need to Connect Consumer
in Communities... Indicate your level of trust in the following
types of ads somewhat or completely % trust Source: Forrester
Research and Intelliseek Page 14 Ian McNairn - Program Director Web
Innovation & Technology IBM 2009
15. Which Tools? Wednesday, June 03, 2009 IBM 2009
16. Social Software is everywhere Page 16 Ian McNairn - Program
Director Web Innovation & Technology Photo credit: Ian McNairn
IBM 2009 www.mcnairn.com
17. You control your brand across Social Software tools
Personalise your signature E-mail LinkedIn Video conference
Directories/Profiles Virtual Worlds/SecondLife Lotus
Connections/LotusLive Facebook/MySpacePlaxo/Xing/Orkut IM/Lotus
Sametime/MSN/Skype/GoogleChat Style the content you share Flickr
Lotus Quickr Media Sharing Slideshare/YouTube Choose the topics you
weigh in on Forums Talk & Share about what you know about
Twitter Wikis/WikiPedia Blogs/WordPress/Blogger Social
Bookmarking/Dogear/StumbleUpon/Delicious Page 17 Ian McNairn -
Program Director Web Innovation & Technology IBM 2009
18. Social Networking usage by IBMers in the US 100 estimates
for US based population Percent of group actively using Social
Networks 75 50 ~ 60% of employees are actively using social
networking mostly outside IBM 30+ 25 < 5 year tenure 5 - 10
10-20 20-30 Retirees 0 45% 26% 12% 13% 4% 26% of current IBM
population Population percentage 2008 Source: Dave Newbold, IBM DE
Page 18 Ian McNairn - Program Director Web Innovation &
Technology IBM 2009
19. The case for Social Software inside the firewall Outside
Intranet Internet How much No can I safely share? Control Can I
trust Full my staff not Control to make Inside mistakes? Intranet
Internet Page 19 Ian McNairn - Program Director Web Innovation
& Technology IBM 2009
20. Beehive enterprise social networking site, self-branding,
people discovery Made available to IBMers in late Sept07 As of Jan
12, 2009 : 51,998+ joined 62,716 photos 18,902 hive5s 2,853 events
IBMers joining Beehive (total joined by week) 30,000 25,000 20,000
15,000 10,000 5,000 0 7 7 7 7 7 7 7 7 8 8 8 8 8 00 00 00 00 00 00
00 00 00 00 00 00 00 7/2 4/2 2/2 9/2 6/2 4/2 1/2 9/2 6/2 3/2 2/2
0/2 7/2 /2 /2 /2 /1 /1 /1 /1 /0 /0 /0 /0 /3 /2 05 06 07 08 09 10 11
12 01 02 03 03 04 Page 20 Ian McNairn - Program Director Web
Innovation & Technology IBM 2009
21. Socializing around shared photos and lists Source: David
Millen, IBM Research Page 21 Ian McNairn - Program Director Web
Innovation & Technology IBM 2009
22. Attributes Wednesday, June 03, 2009 IBM 2009
23. The reputation economy Page 23 Ian McNairn - Program
Director Web Innovation & Technology IBM 2009
24. Page 24 Ian McNairn - Program Director Web Innovation &
Technology IBM 2009
25. Reputation and meta-data Page 25 Ian McNairn - Program
Director Web Innovation & Technology IBM 2009
26. Ranking and status 5 types of incentive Rewards Explaining
community benefit Goal setting Reputation Self Benefit Results from
Deploying a Participation Incentive Mechanism within the Enterprise
Rosta Farzan - rosta@cs.pitt.edu Joan M. DiMicco, David R.Millen,
Beth Brownholtz, Werner Geyer, Casey Dugan CHI 2008, April 5-10,
2008, Florence, Italy. Copyright 2008 ACM 978-1-60558-011- IBM
Research, 1 Rogers Street, Cambridge, MA 02142 1/08/04$5.00.
{joan.dimicco; david_r_millen; beth_brownholtz; werner.geyer;
cadugan} @us.ibm.com Page 26 Ian McNairn - Program Director Web
Innovation & Technology IBM 2009
27. Recognition and reward Page 27 Ian McNairn - Program
Director Web Innovation & Technology IBM 2009
28. Benefits Wednesday, June 03, 2009 IBM 2009
29. Benefits of Social Software in IBM IBM social software
benefits acknowledged by % of survey respondents Improved customer
satisfaction 42% Increased sales 60% Increased sense of belonging
65% Improved personal reputation 65% Increased productivity 74%
Reused assets 77% Shared know ledge w ith others 84% Accessed
experts quicker 84% Increased skills 87% 0% 20% 40% 60% 80% 100%
*Source: IBM Community of Practice Business Impact Survey 2007
completed by approximately 2,300 respondents. Page 29 Ian McNairn -
Program Director Web Innovation & Technology IBM 2009
30. When all else is equal, Social Capital differentiates you
[research shows that] people with larger contact networks obtain
higher-paying positions than people with small networks. A similar
finding in social support research shows that persons with larger
networks tend to live longer. Personal contacts get significant
information to you before the average person receives it. That
early warning is an opportunity to act on the information yourself
or to invest it back into the network by passing it on to a friend
who could benefit from it. Personal contacts get your name
mentioned at the right time in the right place so that
opportunities are presented to you. Source: Ronald Burt, The Social
Structure of Competition, from the book Networks in the Knowledge
Economy Page 30 Ian McNairn - Program Director Web Innovation &
Technology IBM 2009
31. Why do people use beehive? Source: David Millen, IBM
Research * Site-wide data analysis, including user interviews,
March 2008 IBMers use Beehive to build stronger bonds with their
loose connections (weak ties) and to reach out to colleagues they
do not know caring - humanizing the workplace [..] Beehive as the
virtual water cooler [..] we've added that interpersonal
relationship back in... I'm enjoying being here and seeing a
different side of people I work with. climbing- advancing your
career In a company with 300,000 people, it is easy to get lost. If
you want to advance, people need to know something about you.
campaigning - promoting your project I've been promoting [my
business idea] on Beehive. I started fanning out from my contact
base and people who contacted me. I used their contacts to create a
viral effect [Ive] contacted about 1500 people within Beehive Page
31 Ian McNairn - Program Director Web Innovation & Technology
IBM 2009
32. In summary: The Benefits of Networking are significant to
the Individual as well as the Organization For Individuals, Its
about: For Organizations, Its about: Being and staying in the loop
Improving the productivity of knowledge Being top of mind for
special workers since their work is highly projects, interesting
work (Statistics collaborative and social show that more than 70
percent of Getting everyone involved in innovation jobs are found
and filled through through collaboration networking) Making
everyones talent accessible to Increased visibility, efficiency
& the organization productivity Improving efficiency by
leveraging the Improved opportunities to contribute expertise of
everyone Being efficient by tapping into others Improved social
capital expertise as mentors or consultants Creates a dynamic
environment that will Innovation through brainstorming and provide
sustainable business advantage collaboration through employee
satisfaction & retention Page 32 Ian McNairn - Program Director
Web Innovation & Technology IBM 2009
33. 1% Authors 9% Contributors Problems & Risks Lurkers 90%
Wednesday, June 03, 2009 IBM 2009
34. The Ladder of Social Software Adoption P ublis h a blog 18%
Cre a tors P ublis h your own We b pa ge s Uploa d vide o you c re
a te d Uploa d a udio/m us ic you c re a te d Write a rtic le s or
s torie s a nd pos t the m 25% Critics P os t ra tings /re vie ws
of produc ts /s e rvic e s Com m e nt on s om e one e ls e s blog
Contribute to online forum s Contribute to/e dit a rtic le s in a
wiki 12% Colle ctors Us e RS S fe e ds Add ta gs to We b pa ge s or
photos Vote for We b s ite s online 25% J oine rs Ma inta in
profile on a s oc ia l ne tworking s ite Vis it s oc ial ne
tworking s ite s Re a d blogs Wa tc h vide o from othe r us e rs
Groups include people 48% Spe cta tors Lis te n to podc a s ts
participating in at least Re a d online forum s one of the
activities monthly. Re a d c us tom e r ra tings /re vie ws Base:
US online adults Source: Forrester Q2 2007 44% Ina ctive s None of
the a bove Social Technographics Survey Page 34 Ian McNairn -
Program Director Web Innovation & Technology IBM 2009
35. Social Networks thrive on a few people generating content
consumed by many So, a social strategy must determine the most
valuable interaction points for each group of customers based on
how they want to interact Page 35 Ian McNairn - Program Director
Web Innovation & Technology IBM 2009
36. Using Social Software to Market Yourself more . Problems
& Risks http://news.cnet.com/8301-13577_3-10253161-36.html Page
36 Ian McNairn - Program Director Web Innovation & Technology
IBM 2009
37. 1% Authors 9% Contributors Best Practices 90% Lurkers
Wednesday, June 03, 2009 IBM 2009
38. The 3 Rs of Marketing 2.0 Real No more of the old marketing
hype Tell the truth Admit your mistakes Otherwise: Customers will
ignore you Relevant You cant interrupt people anymore You must
supply what they want Otherwise: Google will ignore you Responsive
Marketing is no longer a monologue You must answer your customers
Otherwise: Customers will flame you Page 38 Ian McNairn - Program
Director Web Innovation & Technology IBM 2009
39. Choice of avatar (& name) in virtual worlds Page 39 Ian
McNairn - Program Director Web Innovation & Technology IBM
2009
40. Be sensitive
http://scienceblogs.com/cognitivedaily/2009/05/casual_fridays_what_does_an_em.php
Page 40 Ian McNairn - Program Director Web Innovation &
Technology IBM 2009
41. Some Twitter guidelines Start small. Be your own filter.
Dont buy into the schemes to get hundreds of thousands of
followers. It is not about you. Choose your retweets wisely. Get
personal (with work that is). Seek support from Subject Matter
Experts Dont treat Twitter like a push-only marketing channel. Use
DMs (Direct Messages) wisely. Most importantly - Be yourself
http://www.altamirano.org/social-media/so-you-think-you-can-tweet-a-business-guide-to-getting-value-from-twitter/
Page 41 Ian McNairn - Program Director Web Innovation &
Technology IBM 2009
42. Measuring impact http://www.twitalyzer.com Page 42 Ian
McNairn - Program Director Web Innovation & Technology IBM
2009
43. Page 43 Ian McNairn - Program Director Web Innovation &
Technology IBM 2009
44. BCG and SCG 1. Introduce the purpose of social media 2. Be
responsible for what you write 3. Be authentic 4. Consider your
audience 5. Exercise good judgment 6. Understand the concept of
community 7. Respect copyrights and fair use 8. Remember to protect
confidential & proprietary info 9. Bring value
http://mashable.com/2009/06/02/social-media-policy-musts/ Page 44
Ian McNairn - Program Director Web Innovation & Technology IBM
2009
45. Questions ? ian.mcnairn@uk.ibm.com +44 1784 445749
http://www.mcnairn.com/ Page 45 Ian McNairn - Program Director Web
Innovation & Technology IBM 2009