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© 2009 IBM Corporation
Marketing your ideaThe Business Value in Social Networks
Bilal Jaffery, Worldwide Social Media & Competitive Marketing Leader, IBM (twitter: @BilalJaffery)
Daryl Pereira, developerWorks Web and Social Media Manager, IBM (twitter: @cagedether)
© 2010 IBM Corporation
By 2014, Social networking services will replace email as the primary vehicle for interpersonal communications for 20% of the business users.
- Gartner
© 2010 IBM Corporation3
Enabling people to work smarter together
Unlocking innovation through broad participation
Fostering deep insightful relationships
Collaboration drives business value
© 2010 IBM Corporation4
IBM social software benefits acknowledged by % of survey respondents
87%
84%
84%
77%
74%
42%
60%
65%
65%
0% 20% 40% 60% 80% 100%
Increased skills
Accessed experts quicker
Shared know ledge w ith others
Reused assets
Increased productivity
Improved personal reputation
Increased sense of belonging
Increased sales
Improved customer satisfaction
Word of Mouth, #1 Influencer in Business Purchasing Behavior
The Impact of Social Collaboration
*Source: IBM Community of Practice Business Impact Survey completed by approximately 2,300 respondents.
© 2010 IBM Corporation5
Quickly find the people you need by searching across your organization using
keywords that help identify expertise, current projects and responsibilities
Use a weblog to present your idea and
get feedback from others; learn from the
expertise and experience of others
who blog
Organize your work, plan next steps, and easily tap your
expanding professional network to help execute your everyday
deliverables, faster
Activities
Create, find, join, and work with communities of
people who share a common interest,
responsibility, or area of expertise
Home
Wikis
Provide a place for groups of people to jointly create and maintain content
through contribution and collaboration.
FilesShare your files with
your colleagues. Everyone can store,
share, and collaborate on files.
Save, organize and share bookmarks; discover bookmarks that have
been qualified by others with similar interests &
expertise
Blogs
Communities
Bookmarks
Profiles
Social Collaboration helps people work smarterExample: IBM Lotus Connections to find people and information
© 2010 IBM Corporation6
The IDEAL Statement: The Social Organization
The whole organization is involved in social collaboration – internally and externally.
Graphic: Intersection Consulting on Flickr
© 2010 IBM Corporation 7 IBM ConfidentialOctober 17, 2010
“Informal conversation is probably the oldest mechanism by which opinions on products and brands are developed, expressed, and spread.”
– John Arndt
© 2010 IBM Corporation
developerWorks: Network Engagement Strategy
Bilal Jaffery , Social Media & Competitive Marketing Leader
Your open and social organizational culture is your competitive advantage.
© 2010 IBM Corporation9
Reasons to participate
Responsible engagement in innovation anddialogue: to learn, to contribute
IBM's brand is best represented by its people
Rules of the road
Be professional – Business Conduct Guidelines, IBM Values
Speak for yourself, not IBM
Respect copyrights, laws, and other people
Add value
IBM Social Computing Guidelines
www.ibm.com/blogs/zz/en/guidelines.html
© 2010 IBM Corporation
Case studies
“The Groundswell trend is not a flash in the pan. This is an important, irreversible, completely different way for people to relate to companies and to each other.”
Groundswell Charlene Li and Josh Bernoff
© 2010 IBM Corporation
Fish where the fish are
Warped cartoon series finds natural following on FacebookExtending from traditional media into social media
Use popular social networks to spread the word
Add real value to the conversation
Test different channels to guage interest
© 2010 IBM Corporation
Fish where the fish are
Twitter conversations around business conference growing rapidlyYear-on-year Tweet volume up over 600%
Use most appropriate channel for the occasion
Different people respond to different channels
Monitor results to improve performance
© 2010 IBM Corporation
Be your own publisher
Hubspot webinar series improves brand recognitionSocial media vendor use their own products to host wildly popular webinars
Think of the format that is right for you
Use social media to promote your content
Think laterally: what’s useful for your customers?
© 2010 IBM Corporation
Be your own publisher
developerWorks blogs break down the barriers of marketingDirect communications from employees delivers over 2m page views a year
Blogging tools are versatile and generally free!
Work out a regular schedule and content plan
Top bloggers post weekly
Try it now: email [email protected]
For a guest account
© 2010 IBM Corporation
Roll your own network
CitySourced creates network of smartphone citizens Location-based-services used to create civic responsibility and improve Govt services
Build your own network for custom solutions
Follow trends: eg. Expanding mobile market
Tap into large number of open datasets
© 2010 IBM Corporation
Roll your own network
Online community saves $100M in support costs User community share information (400K+ active profiles, over 1000 community groups)
Community incorporates marketing, support, research and more
Experts have built businesses on communities
Open technologies attract larger audience
© 2010 IBM Corporation
More information
Find us on the Ning network
