Using Social Software to Market yourself - inside and outside the firewall

Using Social Software to Market Yourself
Inside and outside the Firewall

“It’s all about branding”

Ian McNairn
Program Director Web Innovation & Technology
Office of the IBM CIO

Wednesday, June 03, 2009

© IBM 2009

Ian McNairn - Program Director Web Innovation & Technology © IBM 2009

Wordle is written by Jonathan Feinberg

Page 3 Ian McNairn - Program Director Web Innovation & Technology © IBM 2009

IBM has a workforce of over 500,000
of whom almost 50% are mobile

• 350K+ employees
• 200K+ contractors
• 170 countries
• 2,000 locations
• 70+ acquisitions since 2002
• 50% < 5 years experience

IBM Locations
Mobile Employees


Why Social Software?


© IBM 2009

Website
A collection of web pages, images, videos and
other digital assets hosted on a particular domain
or subdomain on the World Wide Web

Email Portals Social Viral Search Engine
Networking Marketing Optimization

A store and forward A unified, single point of Members invite their personal Using specific tactics that Maximizing the ‘findability’ of
method of composing, customer access to and extended networks to join drive peer-to-peer and ‘word a website or piece of content
sending, storing, and personally relevant and a community. An SN Site of mouth’ messaging, by ensuring the coding,
receiving messages customer information linked connects users through core improving referrals, network content, links & other
over electronic from various logically- features, relevant building, and attributes are optimal to be
communication systems related applications for discussions, content, and recommendations from the found & indexed by the
specific users offline social connections best sources: customers algorithms of search engines.

Customer Small
Knowledge User Mobile
relevant Message
bases Communities Web
data Services

A searchable A central electronic Customer data sources Access to the World Wide Chats, Instant Messenger,
database/repository location for users with a are an integral Web as accessed from ‘Texting’, and alerts
supporting knowledge sharing common point of interest component by providing mobile devices such as delivered in text only to
with internal/ external parties where they can provide profile, transaction, cell phones, PDAs, and chat programs and devices
that accesses information support and share behavior, interaction other pocketable gadgets
based on key words, relevant information with connected to a public
relevance and privileges. each other as a group network.


Marketing 2.0 is viral

http://uk.reuters.com/article/oddlyEnoughNews/idUKTRE54513620090506?feedType=nl&feedName=ukmorningdigest

… and from anywhere, using (almost) any device


Low Trust in Advertising
...and a Need to Drive Advocacy for your Brand

Source: http://www.balladinplaine.com/sla-2008-word-of-mouth-marketing-tuesday-june-17/


Low Trust in Advertising
Drives a Need to Connect Consumer in Communities...

“Indicate your level of trust in the following types of ads”
somewhat or
completely
% trust

Source: Forrester Research and Intelliseek


Which Tools?


© IBM 2009

Social Software is everywhere

Page 16 Ian McNairn - Program Director Web Innovation & Technology Photo credit: Ian McNairn IBM 2009
© www.mcnairn.com

You control your brand across Social Software tools
Personalise your ‘signature’
– E-mail
– LinkedIn
– Video conference
– Directories/Profiles
– Virtual Worlds/SecondLife
– Lotus Connections/LotusLive
– Facebook/MySpacePlaxo/Xing/Orkut
– IM/Lotus Sametime/MSN/Skype/GoogleChat
Style the content you share
– Flickr
– Lotus Quickr
– Media Sharing
– Slideshare/YouTube
Choose the topics you weigh in on
– Forums
‘Talk’ & Share about what you know about
– Twitter
– Wikis/WikiPedia
– Blogs/WordPress/Blogger
– Social Bookmarking/Dogear/StumbleUpon/Delicious


Social Networking usage by IBMers in the US
100
estimates for US based population
Percent of group actively using Social Networks

75

50
~ 60% of employees are actively using
social networking – mostly outside IBM

30+
25 < 5 year tenure 5 - 10 10-20 20-30 Retirees

0
45% 26% 12% 13% 4% 26% of current IBM population
Population percentage 2008
Source: Dave Newbold, IBM DE


The case for Social Software inside the firewall

Outside
Intranet <--------- Access from ----------> Internet

How much
No
can I safely
share? Control

Can I trust
Full my staff not
Control to make
Inside
mistakes?
Intranet <----------------Application location-------------> Internet


Beehive
enterprise social networking site,
self-branding, people discovery

Made available to IBMers
in late Sept’07
As of Jan 12, 2009 :
51,998+ joined
62,716 photos
18,902 hive5s
2,853 events

IBMers joining Beehive
(total joined by week)

30,000

25,000

20,000

15,000

10,000

5,000

0
7

7

7

7

7

7

7

7

8

8

8

8

8
00

00

00

00

00

00

00

00

00

00

00

00

00
7/2

4/2

2/2

9/2

6/2

4/2

1/2

9/2

6/2

3/2

2/2

0/2

7/2
/2

/2

/2

/1

/1

/1

/1

/0

/0

/0

/0

/3

/2
05

06

07

08

09

10

11

12

01

02

03

03

04


Socializing around shared photos and lists

Source: David Millen, IBM Research


Attributes


© IBM 2009

The reputation economy


Reputation and meta-data


Ranking and status
5 types of incentive
– Rewards
– Explaining
community benefit
– Goal setting
– Reputation
– Self Benefit

Results from Deploying a Participation Incentive Mechanism within the Enterprise
Rosta Farzan - rosta@cs.pitt.edu
Joan M. DiMicco, David R.Millen, Beth Brownholtz, Werner Geyer, Casey Dugan CHI 2008, April 5-10, 2008, Florence, Italy.
Copyright 2008 ACM 978-1-60558-011-
IBM Research, 1 Rogers Street, Cambridge, MA 02142 1/08/04ı$5.00.
{joan.dimicco; david_r_millen; beth_brownholtz; werner.geyer; cadugan} @us.ibm.com


Recognition and reward


Benefits


© IBM 2009

Benefits of Social Software in IBM

IBM social software benefits acknowledged by
% of survey respondents

Improved customer satisfaction 42%

Increased sales 60%

Increased sense of belonging 65%

Improved personal reputation 65%

Increased productivity 74%

Reused assets 77%

Shared know ledge w ith others 84%

Accessed experts quicker 84%

Increased skills 87%

0% 20% 40% 60% 80% 100%

*Source: IBM Community of Practice Business Impact Survey 2007 completed by approximately 2,300 respondents.


When all else is equal, Social Capital differentiates you

“
[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.

Source: Ronald Burt, The Social Structure of Competition, from the book Networks in the Knowledge Economy


Why do people use beehive?
Source: David Millen, IBM Research
* Site-wide data analysis, including user interviews, March 2008

IBMers use Beehive to build stronger bonds with their loose connections
(“weak ties”) and to reach out to colleagues they do not know
“caring” - humanizing the workplace
“[..] Beehive as the virtual water cooler [..] we've added that interpersonal
relationship back in... I'm enjoying being here and seeing a different side of people I
work with.”
“climbing”- advancing your career
“In a company with 300,000 people, it is easy to get lost. If you want to advance,
people need to know something about you.”
“campaigning” - promoting your project
“I've been promoting [my business idea] on Beehive. I started fanning out from my
contact base and people who contacted me. I used their contacts to create a viral
effect… [I’ve] contacted about 1500 people within Beehive…”


In summary: The Benefits of Networking are significant
to the Individual as well as the Organization
For Individuals, It’s about: For Organizations, It’s about:

Being and staying “in the loop” Improving the productivity of knowledge
Being “top of mind” for special workers – since their work is highly
projects, interesting work (Statistics collaborative and social
show that more than 70 percent of Getting everyone involved in innovation
jobs are found and filled through through collaboration
networking) Making everyone’s talent accessible to
Increased visibility, efficiency & the organization
productivity Improving efficiency by leveraging the
Improved opportunities to contribute expertise of everyone
Being efficient by tapping into other’s Improved social capital
expertise as mentors or consultants Creates a dynamic environment that will
Innovation through brainstorming and provide sustainable business advantage
collaboration through employee satisfaction & retention


The “Ladder” of Social Software Adoption
P ublis h a blog
18% Cre a tors P ublis h your own We b pa ge s
Uploa d vide o you c re a te d
Uploa d a udio/m us ic you c re a te d
Write a rtic le s or s torie s a nd pos t the m

25% Critics P os t ra tings /re vie ws of produc ts /s e rvic e s
Com m e nt on s om e one e ls e ’s blog
Contribute to online forum s
Contribute to/e dit a rtic le s in a wiki

12% Colle ctors Us e RS S fe e ds
Add “ta gs ” to We b pa ge s or photos
“Vote ” for We b s ite s online

25% J oine rs Ma inta in profile on a s oc ia l ne tworking s ite
Vis it s oc ial ne tworking s ite s

Re a d blogs
Wa tc h vide o from othe r us e rs
Groups include people 48% Spe cta tors Lis te n to podc a s ts
participating in at least Re a d online forum s
one of the activities monthly. Re a d c us tom e r ra tings /re vie ws

Base: US online adults
Source: Forrester Q2 2007 44% Ina ctive s None of the a bove
Social Technographics Survey


Social Networks thrive on a few people generating content consumed by many

So, a social
strategy must
determine the
most valuable
interaction points
for each group of
customers based
on how they want
to interact


Using Social Software to Market Yourself
more …. Problems & Risks

http://news.cnet.com/8301-13577_3-10253161-36.html


The 3 Rs of Marketing 2.0
Real
No more of the old marketing hype
Tell the truth
Admit your mistakes
Otherwise: Customers will ignore you

Relevant
You can’t interrupt people anymore
You must supply what they want
Otherwise: Google will ignore you

Responsive
Marketing is no longer a monologue
You must answer your customers
Otherwise: Customers will flame you


Choice of avatar (& name) in virtual worlds


Be sensitive

http://scienceblogs.com/cognitivedaily/2009/05/casual_fridays_what_does_an_em.php

Some Twitter guidelines
Start small.
Be your own filter.
Don’t buy into the schemes to get hundreds of thousands
of followers.
It is not about you.
Choose your retweets wisely.
Get personal (with work that is).
Seek support from Subject Matter Experts
Don’t treat Twitter like a push-only marketing channel.
Use DMs (Direct Messages) wisely.
Most importantly - Be yourself

http://www.altamirano.org/social-media/so-you-think-you-can-tweet-a-business-guide-to-getting-value-from-twitter/

Measuring impact

http://www.twitalyzer.com

BCG and SCG

1. Introduce the purpose of social media
2. Be responsible for what you write
3. Be authentic
4. Consider your audience
5. Exercise good judgment
6. Understand the concept of community
7. Respect copyrights and fair use
8. Remember to protect confidential & proprietary info
9. Bring value
http://mashable.com/2009/06/02/social-media-policy-musts/


Questions ?

ian.mcnairn@uk.ibm.com

+44 1784 445749

http://www.mcnairn.com/


Using Social Software to Market yourself - inside and outside the firewall

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Andere mochten auch

Andere mochten auch (8)

Ähnlich wie Using Social Software to Market yourself - inside and outside the firewall

Ähnlich wie Using Social Software to Market yourself - inside and outside the firewall (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Using Social Software to Market yourself - inside and outside the firewall