Ketchum Pleon - IBM Social Business

Andrada MorarRonald VeltenKetchum Pleon IBM

October 27th 2011

TRANSFORMING IBM THROUGH SOCIAL BUSINESS

60 MINUTE UPDATE SOCIAL MEDIA

Andrada Morar - Ketchum PleonHead of Social Media

Ronald Velten - IBM BeneluxMarketing, Communications & Citizenship Director

@AndradaMorar @ronaldvelten

#SMPIBM

KETCHUM PLEON-SOCIALMEDIA

KP loves the internet.

KP has a special understanding for the online culture.

KP helps their clients to join & participate to that culture.

KP sees a lot of opportunities and challenges for online marketing

KP is different than most other ‘social media’ shops You’ve Seen.

Identity of the brandon the web

Imago of the brandon the web

Ketchum Pleon Social Media

What KETCHUM PLEON does for their Clients

• the Development of new Social Media Strategies

• the Improvement of current Social Media Strategies

• the Creation of campaigns highly Integrated with the Social Media culture

• the Management of the online Communities

• the Strength of their other agencies online activities

• the Creation of compelling & share-worthy content

• the Deployment of Social Media for reaching their Internal Publics

• the Problem and Crisis solving activities

We use these relationships for creating truly unique and special campaigns.

Why? To bridge the gap between the brands identity & the brands image on the web.

Why are we different? The Strong relationships with powerful and influential communities!

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“We don’t have a choice onwhether we DO social media,

the question is how well we DO it.”

- Erik Qualman

DO YOU HAVE A SOCIAL STRATEGY

HOW GOOD ARE YOU AT IT

Harsh Truth #1

Most social media strategies are

no strategies but just a view

‘out of the blue’ activities.

Harsh Truth #2

In the social media world brands love

to only take from their fans

instead of contributing something back into

the online ecosystem.

Harsh Truth #3

Social media users do not really need

brands on the social media platforms.

So what needs to be earned, like in the traditional world, are three words:

Acceptance, Equality & Affinity.

So what do they want from us?

To provide consumer value, brands need more than good insights

and experts in how to use social media tools.

What they need are people who know the

online communities

Inside&Out

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“It is not just about doing social media for doing it, but how you use these emergingtechnologies for social business”

- Ronald Velten

FOUR COMPANY PROFILES OF SOCIAL MEDIA ADOPTERS

FOUR COMPANY PROFILES OF SOCIAL MEDIA ADOPTERS

THE IGNORENT

FOUR COMPANY PROFILES OF SOCIAL MEDIA ADOPTERS

THE IGNORENT

THE SCARED

FOUR COMPANY PROFILES OF SOCIAL MEDIA ADOPTERS

THE IGNORENT

THE SCARED

THE AMATEURISTIC

FOUR COMPANY PROFILES OF SOCIAL MEDIA ADOPTERS

THE IGNORENT

THE SCARED

THE AMATEURISTIC

THE SUCCESFULL

SOCIALBUSINESSa definition

Social business focusses on business outcomes, business models and management related to use of social mediatechnologies

Social Selling

Social Collaboration

Social Networking

• Networking• Corporate Branding• Marketing• Communications• Personal Branding …

• Collaboration • Integration of Social Media • in day 2 day business

• Sales• CRM• …

Social Media

SOCIAL BUSINESS

Define a Social Media Strategy 1

2Brainstorm about lots of small, good ideas,

That is better than one big idea.

Community

collaboration creates innovation which leads to the best campaigns, content& ideas.3

4 On the Internet is NO Mass Audience.

WHAT IS IBM DOING

IBM IS A SOCIAL BUSINESS

IBM is moving itself and its clients well beyond Social Media into a new era of collaboration, insight sharing, and lead

generation

it calls Social Business. One of the notions behind becoming a Social Business is that your

employees should be front and centre in your digital activities. Since IBM no longer

sells consumer products the brand experience for IBM is an

experience with an IBMer. An experience that is increasingly happening

online.

IBMers actively on Twitter

25.000IBMers present atFacebook

198.000IBMers utilizing LinkedIN, includingAlumni

378.000

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IBM channelsOn YouTube

200+Tweets upon the launchof our CMO study

1.000.000IBMers

collaboratingWith 200.000 nonIBMers via DevelopersWorks

100.000

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Individual blogs maintained regularly

17.000IBMers profiled at IBM connections

400.000Active page views a DAY of Wikis

1.000.000

50

Regular Sametime instant messaging users, resulting in 40-50 million messages per day

400.000Downloads of employee generated video- and podcasts

15.000.000 Minutes of

LotusLive meetings, internally and externally each month

20.000.000

We don’t have a corporate blog or a corporate Twitter ID, because we want the ‘IBMers’ in aggregate to be the

corporate blog and the corporate Twitter ID.

We represent our brand online the way it always has been, which is employees first.

Our brand is largely shaped by the interactions that they have with customers.”

Adam Christensen, social media communications, IBM Corporation

IBM’s social business strategy is to 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.

IBM’s social business strategy is to 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.

Expert Locator

IBM’s social business strategy is to 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.

Expert Relationship Management

Social Aggregator Expert Locator

IBM’s social business strategy is to 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.

Expert Relationship Management

Social Aggregator

Social Business @ IBM

Expert Locator

IBM’s social business strategy is to 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.

Expert Relationship Management

Social Aggregator

Social Business @ IBM

Expert Locator

Social Business Manager

Social Intelligence

IBM Social Business Strategy Enablement

1. Expert Locator

2. Expert Relationship Management

3. Social Business @ IBM

4. Social Activation For Centennial

5. People For A Smarter Planet

6. Social Aggregator

7. Social Business Manager

8. Digital Labs

9. Social Business Council

Expert Locator

Sponsored media

/smarterplanet

Mobile app

Expert Relationship Management

Social Business @ IBM

Social Activation For Centennial

People For a Smarter Planet

Social Aggregator

Social Aggregator

420Followers

790 Tweets

3,058 Mentions

Content Activation Plan

SMEs

Monitoring & Engaging

Coordinated Dialogue

54Comments

3,000Clicks on

bit.lys

Videos & whitepapers most popular

Target Site List

Network Manager

180 Retweet

s

Owns

6 listsListed 43

times603

Following

Social Business Manager

BUs PR / MR

Enabling this all via our Digital Labs

VisionConsolidated

InsightsEngage Energize

Embrace

Constituent(s)

Outcomes iteration

Data iteration

Optimization iteration

IT IS ALL ABOUT ENGAGEMENT

IT’S ALL ABOUT TRANSFORMING IBM’ers IN SOCIAL BUSINESS AMBASSADORS!

KP for IBM- communications

trainings that combine sales enablement, social media,

presentation skills and personal branding.

- key messaging sessions

- co-development Social Media Strategies

- co-creation of campaigns highly

integrated with the Social Media culture- co-management of the

online communities - co-creation of compelling & share-worthy

content - deployment of Social Media for reaching their Internal Publics

(Social) Media Training

Traditional Media

Social Media

Key Messaging

Personal Branding

Presentation Skills

The Execution

The Execution

The Results

IBMers have in-dept platform knowledge and know how to collaborate with and use every type of media.

IBMers are able to create hands-on messaging and know how to use media to bring their message across their target groups.

IBMers know their tone of voice and how to control their body language so it can strengthen their message when talking to media.

IBMers are aware of the role they should take in several situations (e.g. crisis) and know they are always seen as the spokesperson.

The Results

IBM’s Erwin Boeren is now a brand ambassador for IBM. Starting from scratch, he’s actively participating on several social platforms. Besides, he is an active blogger and successfully pitched his posts to several online media.

Crisis Communication

(Online) Crisis CommunicationTraditional Media

Social Media

• Teams Present– External Communications– Internal Communications– Corporate Security Officers

• Teams were unaware this was a Crisis Communication Exercise

• Exercise was split in three parts– Briefing 1 – Setting the Stage– Briefing 2 – Set the Stage on Fire– Briefing 3 – Aftercare

• Teams had 15 min only to respond on every new situation

The Execution

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RETURN ON ENGAGEMENT

Listen

Learn

Contribute

Share

Some handy links

Social @ IBM

IBM Social Business Guidelines

ibm.com/socialbusiness

and always welcome at @ronaldvelten

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