Social Business @ IBM Denmark, May 2011

Social Business @ IBM DenmarkMay 2011Claudio Christensen Christian C Carlsson

www.twitter.com/claudio_ibm twitter.com/chris_carlsson

Director, Marketing and Communications Digital Marketing Strategist

IBM Denmark IBM Denmark

http://www.twitter.com/claudio_ibm

© 2011 IBM Corporation2

Social Business @ IBM

What will you learn?

1. Why so important

2. How to go about

3. What you could use

4. Q&A / Clinic w3.ibm.com www.ibm.com/dk

Facebook

Twitter

LinkedIn

SlideShare

...

Fire

wa

ll

Intranet On site Off site

…

IBM Corporate

IBM Denmark (Marketing, Communications, Brands, Industries, etc.)

Danish IBM’ers


The IBM Digital Strategy is in place to…

Drives business growth

Transforms all functions of the

corporation

Serves every constituent

Integrates IBMers

Is multiplatform

Sits at the core of our business and

culture


… 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.

The IBM Social Business Strategy is there to…


Why so important


Social Engagement is about

“How we differentiate ourselves from competition; how we change ahead of the curve; how we collaborate, innovate, listen, and act; how we make our self smart.”

It’s about our Digital Presence – both IBM as a Brand, and you as IBM’ers

It is not a “technical” game, it is “behavioral” (like 80’s e-mail transformation)


Why so important: Go where our customers and prospects go


Why so important: The IBM Brand is experienced through the IBM’er – off line as well as online!

Source: BrandZ Global Top 100, Millward Brown Optimor, http://www.millwardbrown.com/BrandZ/Default.aspx


Why so important: Journalists, PR, Media, Communications

Source: http://www.journalism.co.uk/news/journalists-increasingly-using-social-media-as-news-source-finds-study/s2/a544193/


Why so important: Trust and Credibility


Why so important: You; its about your career; Personal Branding


We’re great at Social Business internally


And we’re getting there externally as well


IBM Social Computing Guidelines

Brug din sunde fornuft og sørg for at følge IBM's Business Conduct Guidelines

Du er personlig ansvarlig for det indhold, du publicerer via sociale medier

Informationer publiceret på sociale medier er som udgangspunkt offentlige - også selvom det kun er publiceret til en lukket kreds.

Det er ikke tilladt at publicere fortrolige og interne oplysninger

IBM tolerer under ingen omstændigheder mobning eller lignende adfærd

Glem ikke dit primære arbejde

Tilfør værdi

Udvis respekt for ophavsrettigheder og undgå at citere andre uden deres tilladelse

Respekter dit publikum

Vær en god ambassadør for IBM – også uden for arbejdstiden

”IBM er nuancerede omkring sociale medier og

mener, at brugen af sociale medier kan være

med til at fremme arbejdsrelateret networking mellem medarbejdere og forretningsforbindelser.

IBM har fuld tillid til og respekt for, at alle

medarbejdere i IBM selv kan bedømme, hvordan de kan benytte sociale medier

i arbejdstiden.”

Full verison in English: http://www.ibm.com/blogs/zz/en/guidelines.html


The fundamentals of Social Media

Personal: it’s you!

Personal +1: It takes two to tango! (people-to-people,2-way communication, Word of Mouth)

Source, Tango image: http://blogs.citypages.com/gimmenoise/tango-0102a.gif

Personal: being personal in a Public setting – what youpost, stays posted!

Personal: it’s about what works for you


There are several ways of Participation and Engagement

Listening Sharing Publishing

(You’re probably at all steps at the same time)


How to go about


The first step is not

choosing what cool tool(s)

to use…


Define your presence 1/3

Key questions to consider when defining your social presence:

What do you want to learn?

What knowledge, skills, and passions make you unique?

What do you want to achieve with your presence? Do you want to publish your work? Do you want to network? Do you want to promote IBM?

Who is your audience? Do you want to communicate with customers or with like-minded peers?

Whose opinions do you value?

What value can you create for others?

How frequently do you plan on engaging in social activities?

From Social Enablement, go to: bit.ly/sedk

Your answers to these questions will help you define your social presence and choose the platforms that are best suited for your background and expertise.


Define your presence 2/3

“A successful social presence reflects your unique attributes. Building a successful social presence begins with knowing what differentiates you from your peers. “

From Social Enablement, go to: bit.ly/sedk

Example:Visualize &Explaining concepts

Example:Architecture &

Drawing

Example:PMPAgile

Outsourcing


Define your presence 3/3 From Social Enablement, go to: bit.ly/sedk

Create your “Digital Elevator Pitch”:


So, when you….

Know what you want to achieve (goals)

Know what differentiates you from the ‘others’

Know your Digital Elevator pitch

X

X

X

… THEN you can start to look at what tools and communication platforms to use.


The Social Media Landscape has zillion of tools and sites...

Check out http://www.go2web20.net/ for a collection of Social Media Tools.


… but we will focus on the following for now:


What could you use


Usage

Research

Collaborate and network

Listen to your audience

Promote events, etc.

Type

Real time (lifespan of ~1 hour)

Mainly text, 140 characters (microblog)

Stats (Source: http://blog.overskrift.dk)

February 2011: 30.000 DK users / 421.000 Tweets

Good to know

Link with your LinkedIn profile

Use as sign-in for many web sites and applications

IBM Denmark perspective

Follow twitter.com/ibmdanmark

Encourage to use at events and happenings

Register at http://kvidr.dk

Learn more how to setup and get going at:

bit.ly/sbi_dk_twitter


Good to know: link Twitter with LinkedIn


Good to know: Use as sign-in for many web sites and applications


Twitter example: Social Search helps in Listening

A


Usage

Research

Collaborate and network

Listen to your audience

Promote events, etc.

Type

Real time (lifespan of ~1 hour)

Mainly text, 140 characters (microblog)

Stats (Source: http://blog.overskrift.dk)

February 2011: 30.000 DK users / 421.000 Tweets

Good to know


Use as sign-in for many web sites and applications


Follow twitter.com/ibmdanmark

Register at http://kvidr.dk


bit.ly/sbi_dk_twitter


Usage

Present your work, product, service, thought leadership

Social Discovery / Research

Lead generation

Type

“Graphical” like presentations

But also video and PDF’s

Good to know


Embed function for i.e. blogs

Follow specific contributors


Slideshare.net/ibmdk

Encourage to use IBMDK or personal account, or both (process for uploading to IBMDK being worked on)

Use for specific events, brands, industries, solutions, etc.


bit.ly/sbi_dk_slideshare


Good to know: SlideShare and PDF’s


Good to know: embed SlideShare


Usage

Present your work, product, service, thought leadership

Social Discovery / Research

Lead generation

Type

“Graphical” like presentations

But also video and PDF’s

Good to know


Embed function for i.e. blogs

Follow specific contributors


Slideshare.net/ibmdk

Encourage to use IBMDK or personal account, or both (process for uploading to IBMDK being worked on)

Use for specific events, brands, industries, solutions, etc.


bit.ly/sbi_dk_slideshare


Usage

Networking

Improve Search ranking

Communities / Groups

Ask questions, survey your network

Recruitment

Stats

80+ million user world wide

550.000+ registered users in Denmark

Good to know

Link with your Twitter account

Build and maintain your network, one day you might need it

Use the Events function for your next client gathering

Use as your Daily news Channel


Under discussion, evaluation (i.e. Events, InMail, IBM DK page, traffic to ibm.com/dk, etc.)


bit.ly/sbi_dk_linkedin


Example: start by building your network and improve your search rank


Example, using Groups for sharing, questions, answers, events, networking, etc…


Lotus Connections on ibm.com

Usage

Files Sharing

Project Management

Client Communities

Blogs

Access to Centennial programs and future tools

Good to know

Lotus Connections on w3 vs. ibm.com are two totally separated platforms

But… everything you can do with Connections internally, you can also do externally

Your external Connections Profile can be linked with your Intranet ID


Participation in Centennial programs (i.e. Expert Locator)

Take our own medicine


bit.ly/sbi_dk_connections

Go toibm.com/communities


Example: File Sharing example

Group files in Collections

Public or Private

Instant feedback on downloads


Example: using blogs to update ibm.com

Embedded blog


Example: Internal example – looking for the expert


Statements on social media

What you use, and how you use it, is totally up to you. Again, it’s personal.

The value you get out from social media is strongly connected to what value you give!

It takes time to build your network and build trust.

Experiment, try, fail, learn, adjust… try, fail, learn, adjust… try…


Call to action

Schedule 1.5 hour in your calendar (no Sametime, no phone, no e-mail, no sunshine)

Go through the Social Enablement phase 1 (Define your presence) and create your Digital Elevator Pitch at bit.ly/sedk

Discuss with a colleague or friend what tools or communication platforms you could use

or

Get online coaching by the Danish Digital Team at bit.ly/sbidk_coaching


The End(of this presentation, the beginning of something new)

Claudio Christensen Christian C Carlsson

www.twitter.com/claudio_ibm twitter.com/chris_carlsson

Director, Marketing and Communications Digital Marketing Strategist

IBM Denmark IBM Denmark

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