Living social – Social Business as Marketer within IBM

© 2012 IBM Corporation

Living social – Social Business as Marketer within IBM

Stefan Pfeiffer | Marketing Lead Social Business Europe22/05/2012

© 2011 IBM Corporation2

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The Social Stefan out there


Time for Social Business: Communities everywhere


Time for Social Business: My Use Cases as Marketer within IBM

● Worker Community

… The Corporate Directory… The MAC Community… Digital IBMer… The ICS Europe Wiki

● Partner Community

… Secure Collaboration in the cloud with Suppliers

● Customer Community

… Collaborate and interact with your customers: The EULUC Platform… An Exceptional Web Experience is a Social Experience

© 2011 IBM Corporation 6


The internal Social Network is the Corporate Directory to find

people

From Microblogging to Activity Stream


Social Business within IBM:The Corporate Directory

The Business Challenge:– „If Only We Knew What We Know.“

– „I know, that one of the 400.000 IBM'ers has the knowledge – who is it?“

The „Social Business“ Way:

– (More than a) „Corporate Facebook“ behind the IBM Firewall

– People used to private social networks like Facebook ReportJ, Report-to-chain and a lot more information

– The Power of Tagging: Tag your colleagues, so that they can be found

– The Power of Tagging across all modules generate your Social Profile & Footprint

– Your activities across all modules (Blogs, Wikis, Bookmarks, Communities etc.) generate your Social Profile & Footprint – you become an expert

– Subject Matter Experts are connecting worldwide– „Special Interest Communities“ evolve


Example: The Mac-Community


Social Business (not only) in Marketing:IBM Mac-Users help each other

The Business Challenge:– BYOD (Bring your own device) IBM allows to use Mac-computers as workstation – Access to network is provided (VPN), but no IT Support für Mac


– IBMers have joined forces in a worldwide Mac-Community with Subcommunities (e.g. for iPhone, iPad, Notes on Mac etc.)

– IBMers help each other in technical issues, questions of usage, Tips & Tricks around Mac and other iOS Devices

– Mac experts are directly visible and accessible – Product Development uses the platform for feedback on new features and new products– My personal result: In 3 years all my problems with my Mac were resolved in a more than reasonable time

– One example of many „Self-Service Communities“ within IBM


Ambassadors for Social Business


Social Business in IBM Collaboration Solutions: The European ICS Wiki

The Business Challenge:– A new geographical organization has been build

Jan 1 with new Pan-European teams– People don't each other– People are in different departments with different

roles– Access to the newest and and relevant

Information of all Departments

The „Social Business“ Way: – All Departments document their relevant

Information in the ICS Europe Wiki and are responsible to maintain and keep it up to date

– Central Entry Point for all ICS Team Members in Europe (and beyond)

– New Team Members have immediately access to all relevant information


IBM Connections

Home pageSee what's happening across your social network

BlogsPresent your own ideas, and learn from others

CommunitiesWork with people who share common roles and expertise

FilesPost, share, and discover documents, presentations, images, and more

Micro-bloggingReach out for help your social network

ProfilesFind the people you need

WikisCreate web content together

Social AnalyticsDiscover who and what you don’t know via recommendations

ActivitiesOrganize your work and tap your professional network

BookmarksSave, share, and discover bookmarks

ForumsExchange ideas with, and benefit from the expertise of others

Media GalleryAdd sizzle by sharing rich media like Photos and Videos

Ideation BlogsCreate ideas and leverage the crowd to develop them

Document LibrariesSecurely manage and collaborate on business documents


The Mobile Social Experience

The Social Experience has to be more and more mobile

Breadth of Devices and OS– Android– Apple iOS

– Blackberry– Windows Phone

Mobile is driving us to back to usability, simplicity, ease of use ...


Secure Collaboration in the Cloud with Suppliers ...


Social Business as a Marketer:Collaborate with your suppliers

The Business Challenge:– In Marketing you are always working with external suppliers (PR Agency, Event

Organizers, Freelancers etc.)

The Traditional Way:

– Graphics, Text files, presentations are being send by Email– Large Files are transferred by FTP– Project Management by Spreadsheet – Activities & Tasks are tracked by Email

– Meeting Minutes are exchanged by Email


– Files (Graphics, presentations etc.) are securely shared in a Community– Activities and Tasks are tracked with responsibility and deadlines in the Community– All Project Members have the newest information, new ones get up to speed

extremely fast

– Ideation improves innovation: Transparent discussion & comments – Realtime Communication through Online Meetings and Instant Messaging– Combine the power of Social Software with Project Management


Customer-Community: The EULUC-Platform


Social Business as a Marketer:In Touch with your Customers

The Business Challenge:– Customers want information and quality content faster

– Editorial Processes take time (Web Pages & Newsletters)– Web Sites tend to be nice, colorful showcase and less communication platforms

The Traditional Way:– Web pages are updated by the web team– Customers get the newest informations through E-Mail Newsletters (which need a layout and an editorial process

)

– Collaboration & Discussion with customers is Email-centric and individual


– Nearly Realtime Publishing of Content on EULUC-blogs through Marketing and Subject Matter Experts– „Different“ kind of information gets communicated: Links to interesting postings, comments, press clippings ...– Postings and News get distributed through additional channels (Twitter, Facebook etc.)

– Customers interact directly, comment, discuss with IBM– Much faster reaction by Marketing and Subject Matter Experts– Efficient feedback-channel for Product Enhancements & Development

– „Special Interest Communities“ allow focussed Exchange with Experts on a specific topic or product– Individual experts can be reached by customers and prospects directly by Instant Messaging or Social– IBMers network with Customers and Business Partners


Social Business as a Marketer:A Social Web Experience - Integrate social into your Web Experience

The Business Challenge:– Web sites tend to be static and focussed on nice look and feel – Limited Interaction, Communication or Collaboration

The „Social Business“ Way:– Direct Interaction integrated in the web site: Click-to-call & Click-to-chat

– Experts are being promoted on the web sites– Communities get integrated in the respective Web pages– A Social Media Aggregator collects and consolidates valuable information from different social channels on

specific topics of interest


My Social Business as a Marketer Summary

Social Functionality and behavior has changed the way, how I am working as marketer dramatically Suppliers: Working with Suppliers becomes much easier, transparent through usage of Social Tools (in

comparison to the E-Mail Age) Customers: Social Channels lead the way away from Mass Marketing to personalized communication

and interaction with the the customer, real-time Marketing with real-time Analytics ... Internal: A Social Layer is essential for a wide-spread organization living of the knowledge of its

employees. People and the knowledge – not shared files – are at the heart of an enterprise Culture change is at least as important as the technology to drive transparency and innovation The integration of Social into the daily work environment (Email, Instant Messaging, Browser, Smart

Phone, Online Meetings Online-Meetings etc.) is crucial User Adoption is much easier, because a lot of users know social functions from their private usage The intersection of company-internal and external usage is one of the next interesting moves together

with Social Analytics


Stefan PfeifferMarketing Lead Social Business Europe

IBM Deutschland GmbH Wilhelm Fay Str. 30-3465936 Frankfurt

Tel [email protected]: DigitalNaivBlog: http://digitalnaiv.com http://www.silicon.dehttp://de.linkedin.com/in/stefanpfeiffer

Thank you!

mailto:[email protected]

http://digitalnaiv.com/


© Copyright IBM Corporation 2012

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Living social – Social Business as Marketer within IBM