Skab verdens stærkeste brand, Susan Emerick, IBM US

© 2011 IBM Corporation1 © 2011 IBM Corporation

BUILDING THE IBM BRAND

IN THE SOCIAL SPHERE

IBM Select Social Enablement ProgramA Digital IBMer Offering

Susan Emerick, Social Business Program ManagerIBM CHQ Digital Strategy & Development

© 2011 IBM Corporation2

About me

Susan Emerick

Social Business Program Manager

[email protected]

Twitter: @sfemerick

www.linkedin.com/in/sfemerick

www.susanemerick.com

What you’ll learn

Digital & Social Strategy

Approach

Operational Model

Results


Our brand is experienced through the IBMer

As IBMers, we are innovators and experts

paving the way for a smarter world.


Our expertise, experience, and world-renowned reputation as industry leaders are the …..

most powerful marketing tools we have

“Some forward-thinking companies are taking the next step. They are providing the training, tools and encouragement to make their employees expert at using social media. In doing so they are creating a competitive advantage.” – Jon Iwata, VP at IBM


from the tactile

to the adoptive

to the transformative

Social is changing the way we do business – we must evolve our approach

© 2011 IBM Corporation66 Market Insights CORE Social Research OverviewSource: 17 June 2011

Our approach

A best practice approach to harvesting insights from ongoing conversations

2010 SAMMY AWARD : BEST SOCIAL BUSINESS

Build foundation for effective social

media engagement

Participate and ignite conversations

Report on established engagement metrics

and KPIs

Map the digital landscape

ResearchResearch PlanPlan EngageEngage MeasureMeasure

Allows for: effective, enterprise-wide social media engagement and standardized conversation mining

Allows for: effective, enterprise-wide social media engagement and standardized conversation mining


Research: Conversation Benchmark

Social IntelligenceSocial Ecosystem

MappingSocial Coverage

ModelMeasurement and

Reporting

7

Who; What; Where; Influencers? What are the voices, sentiment, topics, and venues by funnel stage?


Research: Influencer Connectivity




Reporting

• Who?

• What?

• Where?

• When?

• How?

• Why?

Source: Converseon analysis, July 2011


The trust and credibility of our Experts ensures:

• Effective delivery of brand messages• To relevant and receptive audiences• Creates compelling and credible call-to-action• Likely evoke positive responses

Ultimately creating self-sustaining brand evangelism and driving brand preference.

Building Trust & Credibility

=


Individuals drive trust & credibility

92%


sustain engagement while provingtheir competency and expertise

leverage their professional reputation and grow influence in the social sphere

support and amplify word-of-mouth aligned to Go-to-Market (GTM) priorities

Planning: Enabling IBMers


Planning: Our strategy is maturing ….

From To

A true Social Business enables their experts in the context of their strategy and go-to-market programs #sbdk #socbiz @sfemerick

Enabling all IBMers Enabling experts in the context of our go-to-market programs


Engagement: Experts build relationships with key influencers & constituencies through shared interests




Reporting

Source: Converseon analysis, 2010


Analytics: Connect with our experts


Subject Matter Experts & Thought Leaders

Social Business Manager

Engagement: Social Business Managers

IDENTIFY, EDUCATE and EMPOWERIDENTIFY, EDUCATE and EMPOWER

A critical role in empowering and cultivating social eminence is the Social Business Manager #sbdk #socbiz @sfemerick


Social Business Manager is a Change Agent

Social business doesn’t just happen, a change agent is needed: the Social Business Manager #sbdk #socbiz @sfemerick

Oversight for all aspectsof a social businessprogram

Acts as the personal conduit, coach & trainer

to experts


Engagement: Social Business Managers equip Experts for targeted outreach

UserDimension

Training

Market + Social

Intelligence

GTM Resources

SB Program Activities

Social Business Manager

SME’s & Thought Leaders Influencers &

Constituencies

Big Data Smarter Analytics


Various tools to support Social Business Managers

IBM ICSExternal

Collaboration

3rd PartyResearch

& Analysis

CCI

SPSS

Core Metrics

Unica Net

Insights

ExpertiseLocator

IBM ICSInternal

Collaboration

Social BusinessManager


Demonstrate impact and business outcomes

1. Improve outreach effectiveness

2. Increase awareness and mindshare

3. Build a network of advocates



Model Measurement and

Reporting


Unifying Measurement Framework

ReachReach EngagementEngagement

AmplificationAmplification

ConversionsConversions



Model Measurement and

Reporting


Study: SME compared to other Tactic Results*

*source= Unica Netinsight*source= Unica Netinsight

Traditional Digital marketing

Experts Digitalengagement

4% 12%

16% 44%

Conversion rate

Reach and amplification

Call to action

Lead


• Targeted engagement based on social listening research

• Personal brand but recognized as internal resource

• Key thought leader

• Defacto spokesperson

LOW

MEDIUM

Time to Establish

Le

ve

l o

f E

ffo

rt

• Reactive

• Push

• Impersonal

• Responsive

• Personal brand

• Content creator

• Content seeker

Awareness Engagement Relationship

Drives Business Value

Drives Business Value

HIGH

Increasing SMEs Social Influence while improving engagement effectiveness drives IBM Business Value


Success StoriesNigel Griffiths uses IBM developerWorks to build audiences for his blog

Today Nigel's blog has more than 30,000 users worldwide.

His blogging on developerWorks has helped him get real-time Power Systems news and updates to those who need it fast, enabling many more users to benefit from his expertise (and help themselves).

What started as a simple tool - nmon - has captured the attention of performance specialists (and the developer community) around the world.

The tool "nmon for AIX" is now part of IBM's formal AIX offering; "nmon for Linux" was released as Open Source to the public community.

Chief Technical Strategist Elisabeth Stahl becomes renowned blogger

Today, Elisabeth's benchmarkingblog has enabled her to develop professional relationships with clients, business partners and IT analysts as far away as Nigeria and remote parts of China.

But she really knew that she had come into her own when a well known storage blogger external to IBM commented on a blog post, and referred to her as a "server chick."

It might not have flattered some, but for her it affirmed that she was having a growing and positive impact on how people viewed IBM’s products and capabilities.

Read full storyRead full story


Success Stories

Ed’s presentations have been viewed more than 350,000 times.

As a result of the information he published on slideshare, Ed's been offered appearances at speaking engagements and customer meetings around the globe, creating far more visibility for IBM and its products - and enhancing his international reputation as an expert in the area.

Ed Brill increases his social eminence with Slideshare

Ed Brill increases his social eminence with Slideshare

Chris used LinkedIn to spread word of mouth about an upcoming IBM SmartCloud Event

His LinkedIn staus update helped inform his network

As luck would have it, a former colleague and longtime LinkedIn contact Mr. Teik Guan Tan, CEO of Data Security Systems Solutions (DS3), spotted Chris' LinkedIn update and sent him a LinkedIn message to enquire about the solution. Chris quickly replied back with more information.

Within days DS3 had signed up for the spring promotion.

Chris Santos’ LinkedIn status update results in win!


Susan Emerick

Social Business Program Manager

Thank you!

Questions? Contact me

[email protected]

Twitter: @sfemerick

www.linkedin.com/in/sfemerick

www.susanemerick.com

Skab verdens stærkeste brand, Susan Emerick, IBM US

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