Social Media at IBM Case Study, by Delphine Remy-Boutang, during iCompetences SMIConference.com...

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7/31/2019 Social Media at IBM Case Study, by Delphine Remy-Boutang, during iCompetences SMIConference.com Marrakech 2011 Speaker Presentation http://slidepdf.com/reader/full/social-media-at-ibm-case-study-by-delphine-remy-boutang-during-icompetences 1/26 3 ]gmkci F K@A:Idclkhe uk|b |bd K@Adp Icikehdadh| dh|pd id} aëlkc} }gmkctr) ic }|pc|ëekd htaëpkstd) d| i%c~ch|ced mghmtppdh|kdi Mghndpdhmd Kavcm| ld} adlkc} }gmkctr }tp id} dh|pdvpk}d} d| id} gpechk}c|kgh} Acppcodmb) 05 Gm|g`pd 0633 Ldivbkhd Pda{!@gt|che) UU Lkpdm|gp ]gmkci Adlkc Acpod|khe K@A Fldivbkhdp`

Transcript of Social Media at IBM Case Study, by Delphine Remy-Boutang, during iCompetences SMIConference.com...

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]gmkci F K@A:Idclkhe uk|b |bd K@AdpI‛cikehdadh| dh|pd id} aëlkc} }gmkctr) ic }|pc|ëekd htaëpkstd) d|

i%c~ch|ced mghmtppdh|kdi

MghndpdhmdKavcm| ld} adlkc} }gmkctr }tp id} dh|pdvpk}d} d| id} gpechk}c|kgh}Acppcodmb) 05 Gm|g`pd 0633

Ldivbkhd Pda{!@gt|che) UU Lkpdm|gp ]gmkci Adlkc Acpod|khe K@A

Fldivbkhdp`

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0

Lkpdm| Pd}ti|}

066<!066; 0636!0634 

Drvdpkadh|c|kgh

^citd: Ud` c} c vpgag|kghci 

~dbkmid

Vpkacp{ Egci}: \pkci c hdu adlkc mghmdv|) eckh d{d`cii})`tkil `pchl chl lpk~d cucpdhd}}

Adc}tpdadh|}: Mg}| vdp kavpd}}kgh

Acpod|khe \cm|km}:

” @pchlkhe ” `t||gh})`chhdp}

” D!acki ” hdu}id||dp}) ik}| pdh|ci}

3;;>!066=

^citd: Ud` c} c lkpdm| pd}ti|} vic|ngpa

Vpkacp{ Egci}: Lpk~d |pcnnkm chl idcl edhdpc|kgh

]dmghlcp{ Egci}: \bgteb| idcldp}bkv chl `pchlkhe

Adc}tpdadh|}: MVI) MVM)`pchl adc}tpdadh|} mghnkpadl |bpgteb }tp~d{}

Acpod|khe \cm|km}:

]dcpmb cl}” Idcl edhdpc|kgh ” ubk|d

 vcvdp}) ud`mc}|}

” @pchlkhe ! KAT}) icpedp thk|}) akmpg}k|d}

” D!acki ” ik}| pdh|ci}

^citd: Ud` c} c pdic|kgh}bkvachcedadh| vic|ngpa

Vpkacp{ Egci}: Dhecekhe vpg}vdm|} chl mt}|gadp} gt|}kldgn |bdkp Ud` }k|d

]dmghlcp{ Egci}: Idcl edhdpc|kgh) lpk~d |pcnnkm) |bgteb| idcldp}bkv chl `pchlkhe

Adc}tpdadh|}: Mg}| gn }cid})mt}|gadp pd|dh|kgh) `pchl 

 vdhd|pc|kgh chl adc}tpdadh|}npga lkpdm| pd}ti|} }|ced

Acpod|khe \cm|km}:

^dhlgp mgaathk|kd}” \ug!uc{ cl}

” Ad}}cekhe mghhdm|kgh}t}khe |pkeedp acpod|khe

” ]tmmd}}nti |cm|km} npgalkpdm| pd}ti|} }|ced

Pdic|kgh}bkv

D~git|kgh gn ghikhd acpod|khe

0

]gtpmd: \ggi`gr 

Fldivbkhdp`

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G~dp ic}| 366 {dcp}) |bd ugpil bc} mgad |g ohgu K@A |bpgteb |bd K@AdpFldivbkhdp`

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\bd K@A `pchl }|pc|de{ |glc{ }|kii idcl} uk|b |bd davig{ddFldivbkhdp`

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]hcv}bg| gn K@A davig{dd }gmkci mgavt|khe cm|k~k|{

†@ige}  ! 35)666 `ige}

†]gmkci@itd  ” 56O ada`dp}

†UkokMdh|pci  ”3 akiikgh lcki{vced ~kdu}

†Khhg~c|kghJca  ” < Jca})

466)666 vcp|kmkvch|}

†Adlkc Ik`pcp{  ” 3< akiikghlguhigcl}

3;2)666

3;>)666

366)666/

04)666/

=66)666/

Kh|dphci Dr|dphci

Fldivbkhdp`

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>

Davig{dd!edhdpc|dl `pchl kh|dpcm|kgh} cpd epgukhe drvghdh|kcii{

Fldivbkhdp`

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D~chedikzc|kgh: @itd KS Ca`c}}clgp vpgepca

Ugpilukld mgaathk|{ gn }gmkci}gn|ucpd d~chedik}|} vc}}kghc|d c`gt| }gmkci hd|ugpokhe

^gith|ddp |bdkp |kad chl |cidh| |gdhdpekzd chl dhc`id d~dp{ K@Adp |g`dhdnk| npga t}khe }gmkci }gn|ucpd)`g|b kh|dphcii{ chl dr|dphcii{

Fldivbkhdp`

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T}khe }gmkci adlkc ngp khhg~c|kgh

Fldivbkhdp`

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K@A ]gmkci @t}khd}} Jca Nd`ptcp{ 2!33) 0633 

\bd ]gmkci @t}khd}} Jca 

Mggvdpc|k~di{ drvigpd |bd ~citd gn }gmkci |dmbhgige{ kh `t}khd}}) |bdak|kec|kgh gn k|} pk}o}) chl |bd achcedadh| }{}|da pdstkpdl |g lpk~d c}gmkci |pch}ngpac|kgh(

Ch kavgp|ch| lkcige c`gt| |bd epgukhe khnitdhmd gn }gmkci |dmbhgige{ kh `t}khd}}

Fldivbkhdp`

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T}khe }gmkci adlkc |g }tpncmd K@Adp}‛ drvdp|k}d

Fldivbkhdp`

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]tpncmkhe drvdp|}: Gh gtp guh lgackh} dr: k`a(mga'}gn|ucpd+

Epgu K@A ‛ } lkek|ci dakhdhmd 

Fldivbkhdp`

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]tpncmkhe drvdp|}: Gh |bkpl!vcp|{ vic|ngpa} Nkp}| d~dp ]ikld}bcpd hd|ugpo+Fldivbkhdp`

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Ceepdec|khe drvdp|}‛ }gmkci cm|k~k|{ cmpg}} Ud` gh gtp guh lgackh

Fldivbkhdp`

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]tpncmkhe drvdp|}: Kh gtp ac}} acpod|khe… Fldivbkhdp`

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T}khe }gmkci adlkc |g cm|k~c|d vcp|kmkvc|kgh kh`tkilkhe c ]acp|dp Vichd|

Fldivbkhdp`

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3>

Ag~d npga|diikhe vdgvid

c`gt|  c ]acp|dpVichd|… 

…|g bdivkhe vdgvid

drvdpkdhmd  c ]acp|dp

Vichd|

Fldivbkhdp`

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Mcavckeh Drcavid: K@A Mdh|dhhkci |bpgteb ]gmkci Mgh~dp}c|kgh}

†\bd Mdh|dhhkci chl Mdid`pc|kgh gn ]dp~kmd d~godl c vt`ikm drvpd}}kgh gn dh|bt}kc}a chlvpkld `{ K@A davig{dd}(

†Cmmgplkhei{) K@A }cu c lpcac|km }bkn| kh |bd |ghd gn k|} ghikhd `tzz) ag~khe npga cvpdlgakhch|i{ hdt|pci |gvkm gn mgh~dp}c|kgh |g ghd kh ubkmb ghd!kh!ngtp adh|kgh} cpdvg}k|k~d(

†K@A%} ugpilukld vpd}dhmd lgakhc|dl ” uk|b cm|k~d }gmkci vcp|kmkvc|kgh npga K@Adp} cmpg}}|bd eig`d(

†Od{ mgh~dp}c|kghci |bdad} pdnidm|dl K@A‛} Mdh|dhhkci vpgepca} ldagh}|pc|khe |bc| |bd{udpd thldp}|ggl chl da`pcmdl `{ |bg}d dhecedl kh }gmkci lk}mt}}kgh} ugpilukld(

Fldivbkhdp`

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]gmkci Mgh~dp}c|kgh} cpgthl K@A) K@A366) chl -K@A366 -vpgepd}}:

†^gitad\bd }gmkci mgh~dp}c|kgh gn ’K@A‑ uc} c| ch cii |kad bkeb gh Jthd 3> uk|b mig}d |g 0<)666eig`ci adh|kgh}(Ltd |g |bd bkeb ~gitad gn mgh~dp}c|kgh pdecplkhe Mdh|dhhkci gh \uk||dp) "K@A" eckhdl k|}nkp}|"\pdhlkhe \gvkm" }|c|t} kh Hdu [gpo |bd Thk|dl ]|c|d}) chl Khlkc(

†Hg|d: C "\pdhlkhe \gvkm" k} c ugpl}+ gp bc}b|ce |bc| k} ghd gn|bd ag}| mgaagh bpc}d} c dcpkh kh ad}}c d} gh \uk||dp(

Fldivbkhdp`

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3;

-K@A366

Eig`ci: Lkpdm|gp c| Akmpg}gn| uk|b g~dp 0>6)66 ngiigudp}

Hdu} ]gtpmd 

Eig`ci 

-K@A366 -vpgepd}}

Eig`ci 

Eig`ci 

Eig`ci 

@t}khd}} Vcp|hdp} 

-K@A

Hdu} ]gtpmd 

Jgtphcik}| 

Jgtphcik}| 

Mgadlkch 

Eig`ci 

]gmkci Mgh~dp}c|kgh} cpgthl K@A) K@A366) chl -K@A366 -vpgepd}}:

Vcp|kmkvch|} . ]dh|kadh|

K@Adp}) citahk) jgtphcik}|}) mt}|gadp}) chl ̀ t}khd}} vcp|hdp} ugpil!ukld jgkhdl |bd Mdh|dhhkci }gmkcimgh~dp}c|kgh) khmitlkhe g~dp 466 |udd|} gh |bd -K@A366 -vpgepd}} lk}mt}}kgh ndc|tpdl gh k`a366(mga(Ltpkhe |bd Mdh|dhhkci uddo) |bd }dh|kadh| drvpd}}dl kh |bd }gmkci mgh~dp}c|kgh} ngp K@A khmpdc}dl |g04$ vg}k|k~d) ubkmb k} c acpodl khmpdc}d g~dp |bd edhdpcii{ hdt|pci mgh~dp}c|kgh ubkmb k} ackh|ckhdl ghc lcki{ `c}k}( Id}} |bch 3$ gn |bd mgh~dp}c|kgh cpgthl K@A bcl c hdec|k~d }dh|kadh|(

Fldivbkhdp`

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]gmkci Mgh~dp}c|kgh} cpgthl Mdid`pc|kgh gn ]dp~kmd

\bd Mdid`pc|kgh gn ]dp~kmd }gmkci mgh~dp}c|kgh lpc}|kmcii{ khmpdc}dl ltpkhe |bd Mdh|dhhkci uddo) uk|bg~dp 466 -Mg] chl g~dp 3=66 -K@A |ceedl kh|dpcm|kgh} gh |bd Lc{ gn ]dp~kmd(

\bd }dh|kadh| drvpd}}dl kh |bd Mdid`pc|kgh gn ]dp~kmd }gmkci mgh~dp}c|kgh uc} hg|c`i{ bkeb) uk|b |bdmgh~dp}c|kgh mic}}knkdl c} <$ "~dp{ vg}k|k~d") 34$ "vg}k|k~d") chl 6$ hdec|k~d(

Mdid`pc|kgh gn ]dp~kmd vcp|kmkvch|} ugpilukld tvigcldl g~dp 3466 vbg|g} gh k`a366(mga(

Vich} |g }t}|ckh dhecedadh|) lpk~d }dp~kmd vidled}) chl ghegkhe }tvvgp| ukii mgh|khtd |bpgteb |bdpdackhldp gn |bd {dcp ngp Mdid`pc|kgh gn ]dp~kmd) c} udii c} cllk|kghci Mdh|dhhkci vpgepca}(

’-K@A366 {dcp}( Mghepc|tic|kgh} |g cii ubg vcp|kmkvc|dl kh }dp~kmd lc{(@iggl lghc|kgh) ̀ ggo}) clgv|kgh gn lge} chl vich|khe |pdd}(‑ 

Fldivbkhdp`

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03

G|bdp mcavckeh} drcavid

† ]gmkci adlkc }|pc|de{ ngp Ig|t}vbdpd 0633 uc} ghd gn |bd }d~dh\uk||dp Acpod|khe Mcavckeh} |g Idcph Npga( \bd Ig|t}vbdpd |dca mpdc|dl c}gmkci adlkc bt`) c }kheid ichlkhe vced vpg~klkhe c ik~d }|pdca gn `ige}) \uk||dpmgaadh|}) Nikmop vbg|g} chl ~kldg} npga |bd mghndpdhmd) pd}ti|khe kh <3 akiikgh|g|ci kavpd}}kgh} gh \uk||dp(

†T}khe IkhodlKh‒} }dcpmb mcvc`kik|kd}) ghd gn gtp davig{dd eckhdl cmmd}} |gvg|dh|kci mt}|gadp} vpd~kgt}i{ lknnkmti| |g mgh|cm| |bpgteb |pclk|kghci mbchhdi}}tmb c} |didvbghd chl dacki( Bd achcedl khk|kcii{ |g kldh|kn{ |bd pkeb| mgh|cm|k(d() |bd MDG gn ]CKAC+ |bpgteb c IkhodlKh }dcpmb) chl khk|kc|dl mgh|cm|

|bpgteb IkhodlKh‛} ad}}cekhe }dp~kmd( \bd mt}|gadp bcl hg| bdcpl gn gtpgnndpkhe `t| uc} bcvv{ |g cppched c mcii( \bd pd}ti|: c }kehdl mgh|pcm|(

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00

}gmkci adlkc etkldikhd}) dltmc|kgh)

Fldivbkhdp`

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0=

K@A Lkek|ci ]|pc|de{Fldivbkhdp`

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K@A Lkek|ci }cid} }|pc|de{ Npcadugpo Fldivbkhdp`

Fl i bk `

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04

@d ubg {gt cpd 

]vdco kh |bd nkp}| vdp}gh 

T}d c lk}mickadp 

Pd}vdm| {gtp ctlkdhmd 

Cll ~citd 

Lgh%| vkmo nkeb|} 

@d |bd nkp}| |g pd}vghl |g {gtp guh ak}|cod}(

T}d {gtp `d}| jtleadh|(

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