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© 2011 IBM Corporation1 © 2011 IBM Corporation
BUILDING THE IBM BRAND
IN THE SOCIAL SPHERE
IBM Select Social Enablement ProgramA Digital IBMer Offering
Susan Emerick, Social Business Program ManagerIBM CHQ Digital Strategy & Development
© 2011 IBM Corporation2
About me
Susan Emerick
Social Business Program Manager
Twitter: @sfemerick
www.linkedin.com/in/sfemerick
www.susanemerick.com
What you’ll learn
Digital & Social Strategy
Approach
Operational Model
Results
© 2011 IBM Corporation3
Our brand is experienced through the IBMer
As IBMers, we are innovators and experts
paving the way for a smarter world.
© 2011 IBM Corporation4
Our expertise, experience, and world-renowned reputation as industry leaders are the …..
most powerful marketing tools we have
“Some forward-thinking companies are taking the next step. They are providing the training, tools and encouragement to make their employees expert at using social media. In doing so they are creating a competitive advantage.” – Jon Iwata, VP at IBM
© 2011 IBM Corporation5
from the tactile
to the adoptive
to the transformative
Social is changing the way we do business – we must evolve our approach
© 2011 IBM Corporation66 Market Insights CORE Social Research OverviewSource: 17 June 2011
Our approach
A best practice approach to harvesting insights from ongoing conversations
2010 SAMMY AWARD : BEST SOCIAL BUSINESS
Build foundation for effective social
media engagement
Participate and ignite conversations
Report on established engagement metrics
and KPIs
Map the digital landscape
ResearchResearch PlanPlan EngageEngage MeasureMeasure
Allows for: effective, enterprise-wide social media engagement and standardized conversation mining
Allows for: effective, enterprise-wide social media engagement and standardized conversation mining
© 2011 IBM Corporation7
Research: Conversation Benchmark
Social IntelligenceSocial Ecosystem
MappingSocial Coverage
ModelMeasurement and
Reporting
7
Who; What; Where; Influencers? What are the voices, sentiment, topics, and venues by funnel stage?
© 2011 IBM Corporation8
Research: Influencer Connectivity
Social IntelligenceSocial Ecosystem
MappingSocial Coverage
ModelMeasurement and
Reporting
• Who?
• What?
• Where?
• When?
• How?
• Why?
Source: Converseon analysis, July 2011
© 2011 IBM Corporation9
The trust and credibility of our Experts ensures:
• Effective delivery of brand messages• To relevant and receptive audiences• Creates compelling and credible call-to-action• Likely evoke positive responses
Ultimately creating self-sustaining brand evangelism and driving brand preference.
Building Trust & Credibility
=
© 2011 IBM Corporation10
Individuals drive trust & credibility
92%
© 2011 IBM Corporation11
sustain engagement while provingtheir competency and expertise
leverage their professional reputation and grow influence in the social sphere
support and amplify word-of-mouth aligned to Go-to-Market (GTM) priorities
Planning: Enabling IBMers
© 2011 IBM Corporation12
Planning: Our strategy is maturing ….
From To
A true Social Business enables their experts in the context of their strategy and go-to-market programs #sbdk #socbiz @sfemerick
Enabling all IBMers Enabling experts in the context of our go-to-market programs
© 2011 IBM Corporation13
Engagement: Experts build relationships with key influencers & constituencies through shared interests
Social IntelligenceSocial Ecosystem
MappingSocial Coverage
ModelMeasurement and
Reporting
Source: Converseon analysis, 2010
© 2011 IBM Corporation14
Analytics: Connect with our experts
© 2011 IBM Corporation15
Subject Matter Experts & Thought Leaders
Social Business Manager
Engagement: Social Business Managers
IDENTIFY, EDUCATE and EMPOWERIDENTIFY, EDUCATE and EMPOWER
A critical role in empowering and cultivating social eminence is the Social Business Manager #sbdk #socbiz @sfemerick
© 2011 IBM Corporation16
Social Business Manager is a Change Agent
Social business doesn’t just happen, a change agent is needed: the Social Business Manager #sbdk #socbiz @sfemerick
Oversight for all aspectsof a social businessprogram
Acts as the personal conduit, coach & trainer
to experts
© 2011 IBM Corporation17
Engagement: Social Business Managers equip Experts for targeted outreach
UserDimension
Training
Market + Social
Intelligence
GTM Resources
SB Program Activities
Social Business Manager
SME’s & Thought Leaders Influencers &
Constituencies
Big Data Smarter Analytics
© 2011 IBM Corporation18
Various tools to support Social Business Managers
IBM ICSExternal
Collaboration
3rd PartyResearch
& Analysis
CCI
SPSS
Core Metrics
Unica Net
Insights
ExpertiseLocator
IBM ICSInternal
Collaboration
Social BusinessManager
© 2011 IBM Corporation19
Demonstrate impact and business outcomes
1. Improve outreach effectiveness
2. Increase awareness and mindshare
3. Build a network of advocates
Social IntelligenceSocial Ecosystem
MappingSocial Coverage
Model Measurement and
Reporting
© 2011 IBM Corporation20
Unifying Measurement Framework
ReachReach EngagementEngagement
AmplificationAmplification
ConversionsConversions
Social IntelligenceSocial Ecosystem
MappingSocial Coverage
Model Measurement and
Reporting
© 2011 IBM Corporation21
Study: SME compared to other Tactic Results*
*source= Unica Netinsight*source= Unica Netinsight
Traditional Digital marketing
Experts Digitalengagement
4% 12%
16% 44%
Conversion rate
Reach and amplification
Call to action
Lead
© 2011 IBM Corporation22
• Targeted engagement based on social listening research
• Personal brand but recognized as internal resource
• Key thought leader
• Defacto spokesperson
LOW
MEDIUM
Time to Establish
Le
ve
l o
f E
ffo
rt
• Reactive
• Push
• Impersonal
• Responsive
• Personal brand
• Content creator
• Content seeker
Awareness Engagement Relationship
Drives Business Value
Drives Business Value
HIGH
Increasing SMEs Social Influence while improving engagement effectiveness drives IBM Business Value
© 2011 IBM Corporation23
Success StoriesNigel Griffiths uses IBM developerWorks to build audiences for his blog
Today Nigel's blog has more than 30,000 users worldwide.
His blogging on developerWorks has helped him get real-time Power Systems news and updates to those who need it fast, enabling many more users to benefit from his expertise (and help themselves).
What started as a simple tool - nmon - has captured the attention of performance specialists (and the developer community) around the world.
The tool "nmon for AIX" is now part of IBM's formal AIX offering; "nmon for Linux" was released as Open Source to the public community.
Chief Technical Strategist Elisabeth Stahl becomes renowned blogger
Today, Elisabeth's benchmarkingblog has enabled her to develop professional relationships with clients, business partners and IT analysts as far away as Nigeria and remote parts of China.
But she really knew that she had come into her own when a well known storage blogger external to IBM commented on a blog post, and referred to her as a "server chick."
It might not have flattered some, but for her it affirmed that she was having a growing and positive impact on how people viewed IBM’s products and capabilities.
Read full storyRead full story
© 2011 IBM Corporation24
Success Stories
Ed’s presentations have been viewed more than 350,000 times.
As a result of the information he published on slideshare, Ed's been offered appearances at speaking engagements and customer meetings around the globe, creating far more visibility for IBM and its products - and enhancing his international reputation as an expert in the area.
Ed Brill increases his social eminence with Slideshare
Ed Brill increases his social eminence with Slideshare
Chris used LinkedIn to spread word of mouth about an upcoming IBM SmartCloud Event
His LinkedIn staus update helped inform his network
As luck would have it, a former colleague and longtime LinkedIn contact Mr. Teik Guan Tan, CEO of Data Security Systems Solutions (DS3), spotted Chris' LinkedIn update and sent him a LinkedIn message to enquire about the solution. Chris quickly replied back with more information.
Within days DS3 had signed up for the spring promotion.
Chris Santos’ LinkedIn status update results in win!
© 2011 IBM Corporation25
Susan Emerick
Social Business Program Manager
Thank you!
Questions? Contact me
Twitter: @sfemerick
www.linkedin.com/in/sfemerick
www.susanemerick.com