Ibm Swg Social Media Marketing Delphine Remy Boutang 3rd March

Editor's Notes

• #3: Web 2.0 and social networking capabilities have gained rapid acceptance for creating, sharing and discovering information and relationships (ex: FacebookWikipedia, Technorati, YouTube, Flickr, iTunes, RSS, tags, widgets, etc.) As a result, a global digital information commons is emerging that is interlinked, low cost (even free), and easy for anyone to use “ New Media” channels and content: not just what we shape and produce, but what our employees, partners, communities, and adversaries produce These new publishing economics invite new strategies for effectively and efficiently distributing content and engaging key audiences to build brand equity We need to shift from “putting a message out” to nurturing networks of relationships and to achieve synergy and cost savings via content reuse and repurposing. YouTube is currently serving 100 million videos per day, with more than 65,000 videos being uploaded daily. Second Life is currently inhabited by over 2.5 million people from more than 80 countries. They transact nearly $500,000 in real money daily on everything from t-shirts to real estate. U.S. teenagers spend 60 percent less time watching TV than their parents, and 600 percent more time online. The number of U.S. online video viewers is expected to surge to 157 million in 2010, from 107.7 million in 2006, according to eMarketer. As of May 1, 2007, Technorati was tracking 75 million blogs, increasing at a rate of 175,000 new blogs created daily. More than 450 million camera phones were shipped in 2006. At current growth rates, there could be one billion camera phones in use worldwide by 2008. That’s nearly one-sixth of the world’s population.
• #4: YOU can connect with anyone Anyone can connect back, help you, talk to you - Will you ever have enough money, resources, power, influence to say now is the time? “ Be Disruptive, be persistent, be patient. The biggest obstacles are all human” Dr Victoria Hale, Founder of OneWorldHealth
• #5: The Economics of Engagement (aka “The Four Key Principles of Happiness.”) Satisfying work to do. Experience of being good at something. Time spent with people we like. The chance to be a part of something bigger. Based on the research of Jane McGonigal which she presented during her keynote at the 2008 SXSW Interactive Festival.
• #10: Today, IBM is helping our clients to change the way the world literally works – and to make the planet not just smaller and “flatter,” but smarter . The economic downturn is just one of several shocks we’ve felt in recent years that highlight how institutions, governments and even individuals are all connected – economically, technically and socially. What we’ve learned from them is that it isn’t enough for things to be interconnected. They need to be smarter. And not just in moments of widespread shock, but integrated into our day-to-day operations. The processes of business, government and life – which are ultimately the source of those surprising crises – are not smart enough to be sustainable. What do we mean by smart? Basically, three things. First, computational power is being put into things that no one would recognize as computers: phones, cameras, roadways, power lines, even natural systems such as livestock and rivers. In other words, millions of things are being instrumented. All of this is being interconnected through the Internet, which has come of age. And we now have the computing power and advanced analytics to turn mountains of data into intelligence. With so much technology and networking abundantly available, and at such a low cost, we have the opportunity -- you might even call it the responsibility -- to make these globally integrated systems smarter. Smart food systems, smart traffic systems, smart healthcare, smart energy grids … the list is endless. We have an unprecedented opportunity to make the world work better by making it smarter. Late last year, our chairman put a stake in the ground for IBM to do just that. And so we’re going to use this period of discontinuity as a period of opportunity. We’re going to seek out clients who are ready to make their systems smarter and show that we can help them emerge from this downturn stronger and better prepared for the future. That means accelerating the strategy we’ve been on for several years, so that we’re poised to help our clients through this very important transition. Over 90% of the technology prospects go online to find information before a purchase decision Peer opinions matter the most in the technology buying process. (Source Forrester) 40% of B2B buyers are advocates (Source: Zuberance) 70 % of IT professionals actively participate in work-related online communities. (Source: e-Marketer) This is not about B2B or B2C anymore Welcome to the C2C era
• #13: Democratization of information -a global digital information commons that is interlinked, low cost (even free), and easy for anyone to use Participatory - people are transforming from content readers into content publishers. Tremendous increase in usage Shift from a broadcast mechanism to a many-to-many model, rooted in conversations between authors, people, and peers. Uses the “wisdom of crowds” to connect information in a collaborative manner. Self-organizing
• #14: Over 90% of the technology prospects go online to find information before a purchase decision Peer opinions matter the most in the technology buying process. (Source Forrester) 40% of B2B buyers are advocates (Source: Zuberance) 70 % of IT professionals actively participate in work-related online communities. (Source: e-Marketer) This is not about B2B or B2C anymore Welcome to the C2C era
• #18: A plethora of platforms inside the firewall with healthy participation from outside the US. There is a lot to choose from – which has its upsides and downsides. How many places do you have to provide status updates? How many friends lists do you have to maintain? How many notifications can you manage? The reality is that: There is too much information for us to manage it by ourselves Information from people is richer We all need to connect and feel connected Think about how often you connect with someone to: Find information Get an answer to a question Ask for advice Bounce off an idea Get another opinion
• #19: [research shows that] people with larger contact networks obtain higher-paying positions than people with small networks . A similar finding in social support research shows that persons with larger networks tend to live longer. … Personal contacts get significant information to you before the average person receives it. That early warning is an opportunity to act on the information yourself or to invest it back into the network by passing it on to a friend who could benefit from it. … Personal contacts get your name mentioned at the right time in the right place so that opportunities are presented to you.
• #21: Outside the firewall, we have lots of participation across many platforms – which is good. What will make it better is if we can focus our efforts to align more closely with our strategy – for the brand and for the business. IBMers and Social Media outside the IBM firewall (total users, including alumni)
• #22: SWG Web Presence 1.0 Brand Update August 27, 2004 IBM Confidential A social strategy must determine the most valuable interaction points for each group of customers based on how they want to interact Why : Objectives Establish core business objectives Listen Monitor the Market conversation: (Listen to your audience) Identify & engage the influencers Who : Target your Audience Understand digital behaviors Develop a social media map Maximize digital asset distribution Where : Environment What : Experience Selecting social media networks, tools and content How : Deployment : Empower consumer advocacy (Participation) Identify available/required assets and resources “To fight a network, you need a network”
• #23: SMM Summit 2009 625 people attended the event : 50+ local video conferences in five cities (Stuttgart, Paris, London, RTP, San Jose) 184 in person at Yorktown Heights 394 attend online
• #28: IBM has a large and active alumni network including a wide variety of business-active professionals across the globe. IBM is making a concerted effort to grow the membership and formalize connections with this community especially in 12 high growth/high value markets. The alumni program, called the greater IBM Connection, is the global foundation for the many "localized" IBM alumni efforts (e.g., IBM Global Business Services, IBM Research, IBM Germany, IBM Philippines, etc.) Along with traditional web-based marketing materials and community outreach tools, the Greater IBM Connection has begun to use Facebook applications and other social networking tactics to interact with the 30,000 plus members of the IBM Facebook network and to attract new members.
• #41: The IBM Business Conduct Guidelines and laws provide the foundation for IBM's policies and guidelines for blogs and social computing . Know the IBM Business Conduct Guidelines. Be thoughtful about how you present yourself in online social networks. Managers and executives take note: This standard disclaimer does not by itself exempt IBM managers and executives from a special responsibility when blogging. Respect copyright and fair use laws. Protecting confidential and proprietary information. IBM's business performance. Protect IBM's clients, business partners and suppliers. IBM Business Conduct Guidelines http://www.ibm.com/investor/governance/business-conduct-guidelines.wss Guide everything we do as a company IBM Social Computing Guidelines http://www.ibm.com/blogs/zz/en/guidelines.html Evolved out of IBM Blogging Guidelines Specific guidelines crowdsourced from IBMers No anonymous Contributions Accountability Eliminates all negative aspects of Social Software Adoption
• #44: Give To Get (Take interest in others and share valuable information, even if it doesn’t benefit you directly) Disclosure is the key principle. The recent ruling by the FTC makes it mandatory that “ bloggers who make an endorsement must disclose the material connections they share with the seller of the product or service.” It’s unfortunate that such legislation is necessary to keep marketers in check. Intuitively we recognize that real influencers don’t do paid-for endorsements. It undermines the very influence they are trying to convey.
• #45: Don’t treat online social media as interchangeable channels of influence. Demographic groups use different types of online social media in different ways. Investigate how your typical buyers use each channel, if at all. And understand that how they use social media in their personal lives may not reflect how they use it at work.
• #46: The world is becoming interconnected 1 billion people today on the internet Almost one third of the world’s population will be on the web by 2011 impact is possible only if we can have personal, authentic conversations with customers.