IBM Social Business 2011 -100 Years Leading With People
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Transcript of IBM Social Business 2011 -100 Years Leading With People
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IBM Social Business 2011
Years Leading with People
Friedel JonkerSoftware Client Leader, [email protected]
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IBM has a rich culture of collaboration…
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… in fact, before the Internet, IBMers were using “social media”
Live discussion forum on our intranet that began in 1986
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Over last 100 years, the world has come to know IBM through the IBMer
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The IBM brand strategy today still leads with People
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Snapshot of IBM employee social computing activity
•Blogs - 17,000 blogs
•SocialBlue – 70K members
•WikiCentral –1 million daily page views
•InnovationJam – 4 Jams, 500,000 participants
•Media Library – 14 million downloads
198,000
196,000
100,000+
25,000+
300,000+
Internal External
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Employee-generated brand interactions are growing exponentially
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Evangelization: Blue IQ Ambassador program
Worldwide community of social software evangelists passionateabout social networking
Volunteer their time and talent to energize and enable every IBMer to benefit from using social software, both internally and externally
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Using social media for innovation
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$100 millionInvested
150,000 people
46,000ideas
10New Businesses
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IBM Social Business Jam February 8-11, 2011
The Social Business Jam
Cooperatively explore the value of social technology in business, the mitigation of its risks, and the management system required to drive a social transformation.
An important dialog about the growing influence of social technology in business
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Using social media to surface IBMers’ expertise
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Surfacing experts: On our own domains (ex: ibm.com/software)
Grow IBM’s digital eminence
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Surfacing experts: On third-party platforms (First ever Slideshare network)
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Aggregating experts’ social activity across Web on our own domain
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Surfacing experts: In our mass marketing…
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Using social media to activate participation in building a Smarter Planet
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Using social media to create the world’s largest supercomputer
World Community Grid. Donate your idle computing time to
to fight cancer
to find a cure for HIV/AIDS
to find new renewable energy sources
YOU CHOOSE WHAT ITS USED FOR
http://www.Facebook.com/PeopleForaSmarterPlanet
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social media guidelines, education,
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�Be who you are�Speak in the first person�Use a disclaimer�Respect your audience� Add value�Don't pick fights�Be the first to respond to your own mistakes. �Use your best judgment.�Don't forget your day job.
IBM supports open dialogue and the exchange of ideas: To learn, to contribute
IBM Social Computing guidelines / social enablement
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Direct Results
2004-2009 2010-2015
Experimentation
� Value: Web as a promotional vehicle
� Primary Goals: Trial a new media concept, gain eyeballs, build brand and drive awareness
� Measurements: Cost per impression
� Marketing Tactics:
– Branding – buttons,
banners
– E-mail – newsletters, list rentals
1996-2003
� Value: Web as a direct results
platform
� Primary Goals: Drive traffic and lead generation
� Secondary Goals: Thought leadership and branding
� Measurements: CPL, CPC, brand measurements confirmed
through surveys
� Marketing Tactics:
– Search ads
– Lead generation – white papers, webcasts
– Branding - IMUs, larger units, microsites
– E-mail – list rentals
� Value: Web as a relationship
management platform
� Primary Goals: Engaging prospects and customers outside of their Web site
� Secondary Goals: Lead generation, drive traffic, thought leadership and branding
� Measurements: Cost of sales, customer retention, brand penetration and measurements from direct results stage
� Marketing Tactics:
– Vendor communities
– Two-way ads
– Messaging connections using trigger marketing
– Successful tactics from direct results stage
Relationship
Social media timeline
Source: Toolbox
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Willkommen zu einem intelligenten Jahrzehnt
Vision 1995 Realität 2011
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If you can Do what you
THINK
and wanted to Do.
That´s Your Way !
Business is People ☺
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Friedel JonkerDipl.-KaufmannSoftware Client LeaderIBM Software Group
Wilhelm-Fay-Strasse 30-34D-65936 Frankfurt
Phone (+49)-69-6645-1227Fax (+49)-69-6645-5640Mobile (+49)[email protected]
More information from IBM and me. Look at Xing, Linkedin, Youtube, Twitter, Scribd, Slideshare and Lotus Greenhouse.
Join my Networks as Philip Kotler (North.West.Uni), Manfred Krafft (WWU Münster), Thomas H. Davenport (Babson College), Peter Weill (MIT), Jeanne W. Ross (MIT), Andrea Back (St. Gallen), Jon Katzenbach (Booz), Genie Z. Laborde (I.D.E.A.), Daniel Pink, Ross Dawson (AHT) Charles Savage (KEE), Soumitra Dutta (INSEAD)Chuck House (Stanford Uni.), Thomas Hutzschenreuter (WHU), Gunter Dueck (IBM), David Croslin and other leading Thinkers and Practitioners have already done it.
Business is People ☺
Selection of Companies on my Networks:
3M, Ameriprise, Booz & Company, Citigroup,
Daimler, Deutsche Bank, Deutsche Telekom,
Deloitte & Touchee, Ernst & Young, IBM, McKinsey,
Nokia, O2, REWE, Samsung, Siemens, Swisscard,
TUI, Vodafone, Volkswagen and more.
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