Social Media Aktivitäten bei Lotus

© 2010 IBM Corporation

Social Media at IBM Lotus Germany

Anika Geisel External Relations, IBM Software Group Germany


How we started ...

� Why?

– IBM has strict data privacy regulations• Limited reach due to regular overall IBM campaigns (between 5.000 – 8.000 contacts by direct mail)

• Need to maximize the audience (customers, partners, opinion leaders)

– Traditional ways of communications are not effective enough

AND:

– Social Media is getting more and more important – worldwide and in Germany• In Germany: 11 Mio. unique visitors on facebook (Dez. 2009)

• German twitter users have an average age of 32 years (German twitter study march 2009)

• ... Social Media also works for B2B in Germany*:

– B2B-decision makers spend 2h of their working time in the internet

– 85 % of all respondents have identified a future supplier via web.

– 40 % regularly look at internet forums for business reasons

– 28 % take active part in online conversations

*Study of Virtual Identity 2009


How we started ...

Microblogging & News Pushwww.twitter.com/Lotus_DE

Videos & Animations:www.youtube.com/user/IBMLotusDeutschland

Feed Consolidation http://friendfeed.com/lotusde

Presentations:

http://www.slideshare.net/lotus_de

Social Bookmarkinghttp://delicious.com/Lotus_DE

German Notes User Community (DNUG)

http://connections.euluc.com

IBM BlueBlog Platform on ibm.com/de/blueblog

http://www.ibm.com/de/blueblog/

Lotus Notes Group,other Special Interest Groups

www.xing.com

Facebook Fan Page Lotus Germany

http://www.facebook.com/Lotus.de


Facts and Figures

� www.twitter.com/Lotus_DE

– 1.767 follower since March 2009


Facts and Figures

� www.youtube.com/user/IBMLotusDeutschland

– 5.500 channel views since March 2009– 57 videos until now with IBMer, customers and business partners

– First adaption in German magazines


Facts and Figures

� Lotus Blogs on EULUC– Founded in April 2007

– Based on Lotus Connections

– About 1.200 „members“

– Lots of traffic (> 500.000); huge rise of hits in 2009


NEW social media-tools

� Monthly social media monitoring report sent by mail

� Lotus Knows Web Robot (Feb. 2010)

– Feed Aggregator consoldiatung all German language News Feeds (Blogs, Twitter, external Blogs, Forums etc.)

– Allows access to external sites, but stays in front


Lotus JamCamp 2010

� first social media event hosted by IBM in Germany

Event Page & Connections Community ibm.com/software/de/jamcamp

Mixture of Barcamp/Open Space event and normal event; high level keynote speakers giving ideas to discuss; Parody hitchhiker through the

Enterprise 2.0

Going on the road with 10 Bloggers and IBM'ers through Germany in

Lotus knows Look-and-feel. Stops at

Blogosphere places, universities, customers

etc.

Kicked off as keynote at re:publica 2010,

continued at re:publica ind dedicated Jam room with IBM'ers, 10 days of

discussions with dedicated hosts, fueled

by Bus tour

April 23 - 24April 17 – 23April 14 – 24

The CampThe BusThe Jam


Results:

� Launch of IdeaJam at re:publica 2010

– 4 idea spaces:• Smarter Work – Workplace of the future?

• Enterprise 2.0 and guidelines

• How are concrete benefits of using social

media?

• Social media marketing – hype or future

trend?

– About 100 contributors, more than 90 ideas, 326 comments and 422 qualified votes


Results:

� Jam Camp-Tour

– Great discussions inside the bus and at the bus stops

– Videos of the tour by „BytheFire TV“


Results:

� Event

– Great and well-known keynote speakers– Excellent feedback from all visitors via blogs, twitter and in face-to-face-conversation

– 18 sponsors and partners

„Big companies like IBM have to be an example for others in terms of the spirit and the inspiration of modern event communications formats.“

Martin Meyer-Gossner

„The positioning of the Lotus brand (where has it been the past years, by the way?) among Bloggers, „Digital Somethings“ and companies dealing actively with the changes caused by the web has been successful for sure. The JamCamp in Ehningen has helped a lot in this regard with an open and unconventional atmosphere that you wouldn't expect from a big organisation within the IT industry.“

Oliver Zils

„The Lotus JamCamp in Ehningen was a serious and positive example for an event organized by a company without the feeling of being exposed to marketing messages all the time. This was another reason for the very good atmosphere throughout the event. The mixture of attendees, partly with people already knowing the open space Barcamp concept and on the other hand companies that didn't yet know this concept, has been positive as well.“

Tobias Glawe


Livestream and On Demand Videos


'JamCamp' in Social Media

April 03 until May 03 – 555 Mentions of JamCamp● April 22: 53 Mentions● April 23 / 1st day of Lotus JamCamp: 51 Mentions

Source: Radian 6


#LJC on twitter

April 01 until May 01 – 779 Tweets mentioning #ljc● April 23 / 1st day of Lotus JamCamp: 225 Tweets● April 24 / 2nd day of Lotus JamCamp: 134 Tweets

Source: t-crawl and TweetReach

779 tweets for #ljc

Thank you!

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Social Media Aktivitäten bei Lotus