Communicatie in de digitale realiteit

Communicatie in de Digitale Realiteit

A Presentation by Jane DoeDecember 1, 2010

© 2011 IBM Corporation2

Yves Van Seters

Teamleader External Communications & Media Relations

IBM Benelux

© 2011 IBM Corporation3

IBM: The innovator’s innovator

Globally Integrated EnterpriseGlobally Integrated Enterprise

100 years of Expertise100 years of Expertise With a visionWith a vision

NYSE: IBM

Hardware, software, services, consultancy

B2B

Revenue in 2010: 99.870.000.000 USD (*)

Employees WW: 400.000

Ibm100.comIbm100.com(*) IBM annual report 2010: http://ibm.co/tHtFHP(*) IBM annual report 2010: http://ibm.co/tHtFHP

© 2011 IBM Corporation4

© 2011 IBM Corporation5

How active is IBM in Social Media ?

© 2011 IBM Corporation6

IBMers actively on Twitter

25.000IBMers present atFacebook

198.000IBMers utilizing LinkedIn, includingAlumni

378.000

IBM channelsOn YouTube

200+Tweets upon the launchof our CMO study

1.000.000

IBMers collaboratingWith 200.000 non-IBMers via DevelopersWorks

100.000

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

400.000Individual blogs maintained regularly

17.000IBMers profiled at IBM connections

Active page views a DAY of Wikis

1.000.000

© 2011 IBM Corporation7

“We don’t have a choice onwhether we de social media, the question is

how well we DO it.” - Erik Qualman

© 2011 IBM Corporation8

© 2011 IBM Corporation9

“People use Social Media to share news, content, opinions, insights, experiences, expertise and perspectives.”

Ironic Source: http://en.wikipedia.org/wiki/Social_media

Social Media is … Popular

A Conversation

Fast

Emotional

© 2011 IBM Corporation10

Spectrum of trust and guidanceEmployee Social Media engagement

Social Media Sites blocked

Social Media Sites blocked

Only Marketing engages Social Media

Only Marketing engages Social Media

Only approved employees engage

Only approved employees engage

All employees are deputized

All employees are deputized

Everyone does their own thing

Everyone does their own thing

© 2011 IBM Corporation11

Social Media

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

© 2011 IBM Corporation12

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

© 2011 IBM Corporation13

Social Media Guidelines @ IBM

© 2011 IBM Corporation14

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“The leading brands of the futurewill be those who can

communicate with their customers

the most relevant way.”

- Yuchun Lee, IBM VP Enterprise Marketing Management Group

© 2011 IBM Corporation15

“Social Media is all about relevant CONTENT,

addressing the shared interests of your constituencies”

© 2011 IBM Corporation16

Social Business

VisionConsolidated

InsightsEngage Energize

Embrace

Constituent's)

Outcomes iteration

Data iteration

Optimization iteration

© 2011 IBM Corporation17

Harsh Truth #1

Most social media strategies are no

strategies !

They’re just a few ‘out of the blue’

activities.

© 2011 IBM Corporation18

Harsh Truth #2

In the social media world brands love to only take

from their fans, in stead of contributing something

back into the online ecosystem.

© 2011 IBM Corporation19

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.

© 2011 IBM Corporation20

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

© 2011 IBM Corporation21

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 Retweets

Owns

6 listsListed 43

times603

Following

Social Business Manager

BUs PR / MR

© 2011 IBM Corporation22

Social Media

Listen

Learn

Contribute

Share

© 2011 IBM Corporation23

Define a Social Media Define a Social Media Strategy Strategy 1

© 2011 IBM Corporation24

2Brainstorm about Brainstorm about lots of small, good lots of small, good ideas, ideas,

That is better than That is better than one big idea. one big idea.

© 2011 IBM Corporation25

CommunityCommunity

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

© 2011 IBM Corporation26

4 On the Internet is On the Internet is NO Mass Audience.NO Mass Audience.

© 2011 IBM Corporation27

Now let’s crank things up a nudge…

© 2011 IBM Corporation29

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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

© 2011 IBM Corporation30

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.

© 2011 IBM Corporation31

SOCIALBUSINESSa definition

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

© 2011 IBM Corporation32

© 2011 IBM Corporation33

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 BUSINESSSOCIAL BUSINESS

© 2011 IBM Corporation34

IT IS ALL ABOUT ENGAGEMENT

© 2011 IBM Corporation35

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© 2011 IBM Corporation36

© 2011 IBM Corporation37

Some handy links

IBM Social Business Guidelines

ibm.com/socialbusiness

and always welcome at @yvesvs

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