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
© 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
SlideShare
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Fire
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Intranet On site Off site
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IBM Corporate
IBM Denmark (Marketing, Communications, Brands, Industries, etc.)
Danish IBM’ers
© 2011 IBM Corporation3
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
© 2011 IBM Corporation4
… 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…
© 2011 IBM Corporation5
Why so important
© 2011 IBM Corporation6
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)
© 2011 IBM Corporation7
Why so important: Go where our customers and prospects go
© 2011 IBM Corporation8
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
© 2011 IBM Corporation9
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/
© 2011 IBM Corporation10
Why so important: Trust and Credibility
© 2011 IBM Corporation11
Why so important: You; its about your career; Personal Branding
© 2011 IBM Corporation12
We’re great at Social Business internally
© 2011 IBM Corporation13
And we’re getting there externally as well
© 2011 IBM Corporation14
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
© 2011 IBM Corporation15
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
© 2011 IBM Corporation16
There are several ways of Participation and Engagement
Listening Sharing Publishing
(You’re probably at all steps at the same time)
© 2011 IBM Corporation17
How to go about
© 2011 IBM Corporation18
The first step is not
choosing what cool tool(s)
to use…
© 2011 IBM Corporation19
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.
© 2011 IBM Corporation20
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
© 2011 IBM Corporation21
Define your presence 3/3 From Social Enablement, go to: bit.ly/sedk
Create your “Digital Elevator Pitch”:
© 2011 IBM Corporation22
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.
© 2011 IBM Corporation23
The Social Media Landscape has zillion of tools and sites...
Check out http://www.go2web20.net/ for a collection of Social Media Tools.
© 2011 IBM Corporation24
… but we will focus on the following for now:
© 2011 IBM Corporation25
What could you use
© 2011 IBM Corporation26
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
© 2011 IBM Corporation27
Good to know: link Twitter with LinkedIn
© 2011 IBM Corporation28
Good to know: Use as sign-in for many web sites and applications
© 2011 IBM Corporation29
Twitter example: Social Search helps in Listening
A
© 2011 IBM Corporation30
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
Register at http://kvidr.dk
Learn more how to setup and get going at:
bit.ly/sbi_dk_twitter
© 2011 IBM Corporation31
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
Link with your LinkedIn profile
Embed function for i.e. blogs
Follow specific contributors
IBM Denmark perspective
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.
Learn more how to setup and get going at:
bit.ly/sbi_dk_slideshare
© 2011 IBM Corporation32
Good to know: SlideShare and PDF’s
© 2011 IBM Corporation33
Good to know: embed SlideShare
© 2011 IBM Corporation34
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
Link with your LinkedIn profile
Embed function for i.e. blogs
Follow specific contributors
IBM Denmark perspective
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.
Learn more how to setup and get going at:
bit.ly/sbi_dk_slideshare
© 2011 IBM Corporation35
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
IBM Denmark perspective
Under discussion, evaluation (i.e. Events, InMail, IBM DK page, traffic to ibm.com/dk, etc.)
Learn more how to setup and get going at:
bit.ly/sbi_dk_linkedin
© 2011 IBM Corporation36
Example: start by building your network and improve your search rank
© 2011 IBM Corporation37
Example, using Groups for sharing, questions, answers, events, networking, etc…
© 2011 IBM Corporation38
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
IBM Denmark perspective
Participation in Centennial programs (i.e. Expert Locator)
Take our own medicine
Learn more how to setup and get going at:
bit.ly/sbi_dk_connections
Go toibm.com/communities
© 2011 IBM Corporation39
Example: File Sharing example
Group files in Collections
Public or Private
Instant feedback on downloads
© 2011 IBM Corporation40
Example: using blogs to update ibm.com
Embedded blog
© 2011 IBM Corporation41
Example: Internal example – looking for the expert
© 2011 IBM Corporation42
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…
© 2011 IBM Corporation43
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
© 2011 IBM Corporation44
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