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3/29/2011
1
© 2011 IBM Corporation
Bill Chamberlin
Principal Social Insights Analyst
Market Insights
IBM
@horizonwatching
#AMASocialJoin the Conversation!
© 2011 IBM Corporation
About Me: Bill Chamberlin
� IBMer. Career in Sales and Marketing
� Current Title: Principal Consultant – C.O.R.E. Social Insights, Corporate
Market Insights
� Passionate about research into emerging trends, technologies, and
business issues.
� HorizonWatch (internal IBM community) Leader since 2000
� HorizonWatching (external community) Leader since 2006
� Where you can find me hanging out online
2
� Profile = LinkedIn
� LinkedIn Group = Horizonwatching
� Blogging at…
� Typepad = Horizonwatching
� Tumblr = HorizonWatching
� Tumblr = Smarter Planet
� Twitter ID = Horizonwatching
� Facebook = HorizonWatching
� SlideShare = HorizonWatching
� InfoBoom = http://www.theinfoboom.com/
March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial
#AMASocialJoin the Conversation!
© 2011 IBM Corporation
Agenda
� How does the trend towards digital communications impact at the
IBM brand level?
� How does IBM develop social marketing strategies at the segment
level?
3 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial
#AMASocialJoin the Conversation!
3/29/2011
2
© 2011 IBM Corporation
How does this shift towards digital impact a 100 year-old global technology company?
4 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial
#AMASocialJoin the Conversation!
© 2011 IBM Corporation
The world knows IBM through the IBMer
5 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial
#AMASocialJoin the Conversation!
© 2011 IBM Corporation
Snapshot of IBM employee social business activity
� Blogs - 17,000 blogs
� SocialBlue – 70K members
� WikiCentral –1 million daily page views
� InnovationJam – 4 Jams, 500,000 participants
� Media Library – 14 million downloads
~198,000
~196,000
100,000+
25,000+
300,000+
Internal External
6 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial
#AMASocialJoin the Conversation!
3/29/2011
3
© 2011 IBM Corporation
IBM employees dominate IBM brand interactions
1999 2002 2003 2005 2006 2007 2008 2010
Years
Total
Content Items
Produced by Employees
Produced by Corporate
• Last issue of Think magazine
• IBMers author Social Media Guidelines
• W3 Editorial Board dissolved
• 1 M posts in IBM Forums
• Media library: 25k uploads
• Beehive: 50k members• WikiCentral, BlogCentral,
Bluepedia
12 people can publish to home page100% Comms employees
1,141 people can publish to home page40% Comms employees
7 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial
© 2011 IBM Corporation
IBM is in the midst of transforming towards a social business
Traditional Business
Social Business
• Empowering the workforce
to be strategic experts in social business
• Employing new business models to drive business
value
• Safeguarding the enterprise
• Selective use of social
media
• Traditional and siloed
business processes and models
8 March 2011
For more, see: “The Social Business Train Is
Leaving The Station… Are You On It?”
Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial
#AMASocialJoin the Conversation!
© 2011 IBM Corporation
As we transform, we need to make sure the IBM digital experience is true to our brand
9 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial
#AMASocialJoin the Conversation!
3/29/2011
4
© 2011 IBM Corporation
To be true to our brand and to meet our ambitions, we must have a digital strategy which…
� Serves every constituent
� Integrates IBMers
� Is multiplatform
� Transforms all functions of
the corporation
� Sits at the core of our
business and culture
10 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial
#AMASocialJoin the Conversation!
© 2011 IBM Corporation
1. Lead how forward thinkers
engage with experts and expertise to make the world work
better
2. Design a digital system that
engenders trust and accelerates forward thinking, action and the
creation of value
3. Embrace iteration in everything that we do
We’ve developed three key elements of the IBM Digital Strategy
11 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial
#AMASocialJoin the Conversation!
© 2011 IBM Corporation
Agenda
� How does the trend towards digital communications impact at
the IBM brand level?
� How does IBM develop social marketing strategies at the
segment level?
12 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial
#AMASocialJoin the Conversation!
3/29/2011
5
© 2011 IBM Corporation13
The process we’ve developed is circular
March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial
#AMASocialJoin the Conversation!
© 2011 IBM Corporation
Our approach allows for effective, enterprise-wide social media engagement and standardized conversation mining
A best practice approach to harvesting insights from ongoing conversations
Research
• Mine the conversation • Identify key influentials
• Determine topics and sentiment
• Benchmark capabilities against competitor’s
• Establish success metrics/KPIs
Planning
• Articulate business case
• Create strategy and timeline
• Create policies and guidelines
• Identify internal evangelists (SMEs)
• Allocate resources• Train Subject Matter
Experts• Establish governance
process
• Create/optimize social media properties
Engagement
• Execute social media strategy
• Monitor conversation to measure success & be prepared to adapt strategy
• Provide additional training
• Integrate social media strategy within larger business strategy
Metrics
• Monitor engagement metrics
• Determine impact on reputation
• Monitor online traffic• Monitor organic search• Generate leads and new
sales• Assist customer service
• Report on results
Build foundation for effective social media engagement
Participate and ignite conversations
Report on established engagement metrics and KPIs
Map the digital landscape
14 IBM Confidential
2010 SAMMY AWARD : BEST SOCIAL BUSINESS
March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial
#AMASocialJoin the Conversation!
© 2011 IBM Corporation
Enabling masses of IBM communicators
Internal Connectivity and Sharing Tools
Education and Governance
Workforce Enablement Programs
Social Intelligence
Social Ecosystem
Mapping
Social Coverage
Model
Measurement and Reporting
Informed Engagement
Enabled by Social Intelligence
Research Planning Engagement Metrics
15 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial
#AMASocialJoin the Conversation!
3/29/2011
6
© 2011 IBM Corporation16
Research: Perform research to understand the digital landscape
� Who is talking about your brand and brand-related topics?
� Where are those conversations are taking place?
� Who are the key influencers?
� What is the tone and impact of those conversation?
� How, where, and why are your competitors using the social media?
March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial
#AMASocialJoin the Conversation!
© 2011 IBM Corporation
Plan: Use research findings to plan and develop a strategy
Listening Research
Influencer Reports
Competitor Assessments
Completed Action Plan Framework with
recommended actions for each major research finding
Action Plan
Framework Workshop
Other Social Analytic Tools
Company Assessment
Social Intelligence
1. Review all research
2. Develop insights from that research
3. Develop recommended
actions based on the insights
Drives the development of the Social Media Marketing Strategy
17 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial
#AMASocialJoin the Conversation!
© 2011 IBM Corporation
Engage: Execute your strategy
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Four Key Elements:
1. Enable your employees
2. Maximize digital content distribution
3. Don’t just push content…have conversations
4. Empower your advocates
Remember: People want to have conversations with company
representatives who are…
• Experts in their area,
• Passionate about their work, and
• Empowered to act on the feedback they receive from the community.
March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial
#AMASocialJoin the Conversation!
3/29/2011
7
© 2011 IBM Corporation
Metrics: Develop and report on key performance indicators (KPIs) that cover a range of metrics from volume to voice.
�Volume
�Share of Voice relative to the competition
�Sentiment (tone of conversation)
�Key Themes
�Venue
�Top Domains
�Most Frequently Shared Links
�Depth of Discussion
�Message Type
�“Voice”
�Key Influencers (“mavens”)
�Organic Search
19 IBM ConfidentialMarch 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial
#AMASocialJoin the Conversation!
© 2011 IBM Corporation
Top Trends in Digital Marketing For 2011
20
1. Marketing Budgets Continue to Shift Towards Online
2. Social Media Marketing Is Maturing (Slowly)
3. Mobile Marketing Poised To Take Off
4. Personalized Marketing: Customize To Each Individual
5. Social Video As A Marketing Tool Gains Momentum
6. Search Engine Optimization Gets More Complex
7. Marketing Analytics Helps Make Sense Of All The Noise
8. Real Time Web Assistance Connects Buyer With Expert
9. Online Privacy Concerns Continue
10. Digital Marketing Optimization Emerges As A Priority
Source: Bill Chamberlin, IBM Market
Insights via HorizonWatching
Blog Post: Top Ten Digital Marketing Trends For 2011 http://bit.ly/aHOY3PSlide Deck: Top Ten Digital Marketing Trends For 2011 http://slidesha.re/fYUCgp
March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial
#AMASocialJoin the Conversation!
© 2011 IBM Corporation
#AMASocialJoin the Conversation!