Transcript
Presenters
Susan Emerick, Global Digital and Social Influence Marketing Strategist at IBM (@sfemerick)
Bill Chamberlain, Principal Consultant - Social Insights Practice at IBM (@horizonwatching)
Chris Boudreaux, SVP of Management Consulting, Converseon (@cboudreaux)
Agenda: IBM History and Strategic Direction, Evolution of Social Media in IBM Marketing, Implications on the Workforce, What We Did, What We Learned
IBM is a 100-year-old global technology company that is #12 on Fortune magazine Most Admired companies list in 2011.
The world knows IBM through the IBMer.
IBM people dominate brand interactions. In 1999, 12 people could publish to the home page, and 100% of them were in Corporate Communications. In 2010, 1,141 people could publish to home page and 40% of them were Corporate Communications employees.
IBM social business transformation has evolved the business from Traditional Business, which involved (1) safeguarding the enterprise, (2) selective use of social media, and (3) traditional and slio'ed business processes and business models to Social Business, which focuses on (1) empowering the workforce to be strategic experts in social business and (2) employing new business models to drive business value.
Enabling Masses of Communicators is achieved at IBM through an Informed Engagement Model, that uses the following components to enable employees across the company to engage in social media on behalf of the brand: (1) Social Intelligence, (2) Social Ecosystem Mapping, (3) Social Coverage Model, (4) Measurement and Reporting, (5) Workforce Enablement Programs, (6) Internal Connectivity and Sharing Tools, (7) Education and Governance
Social media is a business problem, not a technology problem.
When determining the skills and tools required to support employees engaging in social media, define requirements based on the need for (1) real-time analysis versus batch processing of conversation data, and (2) listening versus engagement.
Conversation Benchmark
Basic: (1) Who are the voices in the conversation? (2) What is each voice saying? (3) Where are they saying it? (4) Who is influencing the conversation?
Advanced: (1) What are the voices, topics and venues by funnel stage? (2) What is our brand awareness? (3) What is our customer satisfaction? (4) What are the specific causes of sentiment versus competitors? (5) How does our sentiment benchmark in our industry and across industries?
Influencer Connectivity: Who, what, where, when and why are they influencing the conversation?
Experts cover influencers by topic. Automated tools will not achieve this. People have to perform the analysis, using technology to scale the human effort.