Post on 19-May-2015
Worstelt jouw organisatie met social-mediagebruik door medewerkers? Vindt het
management het tijdverspilling of betaald hobbyisme? Wil je een goed voorbeeld
van het tegenovergestelde? Kom dan luisteren naar de praktijkcase van IBM! Het
bedrijf begreep al vroeg dat effectieve communicatie in het 2.0-tijdperk via alle
medewerkers gaat, en niet alleen via een afdeling communicatie. Zij omarmden de
mogelijkheden van social media en ‘empowerden’ IBM’ers om actief te zijn online.
Wil je weten hoe IBM dit precies heeft aangepakt en hoe het met de accountability
zit? Ronald Velten en Andrada Morar vertellen het je graag in hun boeiende
presentatie!
Over Ronald Velten en Andrada Morar Ronald Velten is Marketing,
Communications & Citizenship Director bij IBM Benelux. Naast zijn werk maakt hij
deel uit van NIMA B2B expertgroep en is hij juryvoorzitter van Esprix Nederland.
Andrada Morar is sinds 2010 Head of Social Media bij Ketchum Pleon. Ze werkte
sinds haar 12e (!) als presentator / producer bij de Roemeense radio. Tijdens haar
studie journalistiek en communicatiewetenschappen aan de universiteit van
Boekarest ging ze werken bij Pleon Romania. In 2008 verhuisde Andrada naar
Nederland, waar ze startte bij het IBM-team van Ketchum Pleon.
Andrada Morar Ronald Velten
Ketchum Pleon IBM
October 27th 2011
TRANSFORMING IBM THROUGH SOCIAL BUSINESS
60 MINUTE UPDATE SOCIAL MEDIA
Andrada Morar - Ketchum Pleon Head of Social Media
Ronald Velten - IBM Benelux Marketing, Communications & Citizenship Director
@AndradaMorar @ronaldvelten
#SMPIBM
KETCHUM PLEON-SOCIALMEDIA
KP loves the internet.
KP has a special understanding for the online culture.
KP helps their clients to join & participate to that culture.
KP sees a lot of opportunities and challenges for online marketing
KP is different than most other ‘social media’ shops You’ve Seen.
Identity of the brand
on the web Imago of the brand
on the web
Ketchum Pleon Social Media
What KETCHUM PLEON does for their Clients
• the Development of new Social Media Strategies
• the Improvement of current Social Media Strategies
• the Creation of campaigns highly Integrated with the Social Media culture
• the Management of the online Communities
• the Strength of their other agencies online activities
• the Creation of compelling & share-worthy content
• the Deployment of Social Media for reaching their Internal Publics
• the Problem and Crisis solving activities
We use these relationships for
creating truly unique and special
campaigns.
Why?
To bridge the gap between the brands
identity & the brands image on the web.
Why are we different? The Strong relationships with powerful and influential communities!
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©2011 SugarCRM Inc. All
rights reserved.
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©2011 SugarCRM Inc. All
rights reserved.
“We don’t have a choice on
whether we DO social media,
the question is how well we DO it.”
- Erik Qualman
DO YOU HAVE A SOCIAL STRATEGY
HOW GOOD ARE YOU AT IT
Harsh Truth #1
Most social
media strategies
are no strategies
but just a view
‘out of the blue’
activities.
Harsh Truth #2
In the social media
world brands love to
only take
from their fans, in
stead of contributing
something back into
the online
ecosystem.
Harsh Truth #3
Social media users do
not really need
brands on the social
media platforms.
So what needs to be
earned, like in the
traditional world,
are three words:
Acceptance, Equality
& Affinity. So what do they want from us?
To provide consumer value, brands
need more than good insights
and experts in how to use social media
tools.
What they need are people
who know the
online communities
Inside&Out
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©2011 SugarCRM Inc. All
rights reserved.
“It is not just about doing
social media for doing it, but how you use these emerging
technologies for social business”
- Ronald Velten
FOUR COMPANY PROFILES OF
SOCIAL MEDIA ADOPTERS
FOUR COMPANY PROFILES OF
SOCIAL MEDIA ADOPTERS
THE IGNORENT
FOUR COMPANY PROFILES OF
SOCIAL MEDIA ADOPTERS
THE IGNORENT
THE SCARED
FOUR COMPANY PROFILES OF
SOCIAL MEDIA ADOPTERS
THE IGNORENT
THE SCARED
THE AMATEURISTIC
FOUR COMPANY PROFILES OF
SOCIAL MEDIA ADOPTERS
THE IGNORENT
THE SCARED
THE AMATEURISTIC
THE SUCCESFULL
SOCIAL BUSINESS a definition
Social business focusses
on business outcomes,
business models and
management related to
use of social media
technologies
Social
Selling Social
Collaboration
Social
Networking
• Networking
•Corporate Branding
• Marketing
• Communications
•Personal Branding
…
•Collaboration
•Integration of Social Media
•in day 2 day business
• Sales
• CRM
• …
Social Media
SOCIAL BUSINESS
Define a Social Media
Strategy
Brainstorm about
lots of small, good
ideas,
That is better than
one big idea.
Community
collaboration
creates innovation
which leads to the
best campaigns,
content
& ideas.
On the Internet is
NO Mass Audience.
WHAT IS IBM DOING
IBM IS A SOCIAL BUSINESS
IBMers actively on
25.000 IBMers present at
198.000 IBMers utilizing
LinkedIN, including
Alumni
378.000
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IBM channels
On YouTube
200+ Tweets upon the launch
of our CMO study
1.000.000 IBMers collaborating
With 200.000
nonIBMers via
DevelopersWorks
100.000
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Individual blogs
maintained regularly
17.000 IBMers profiled at
IBM connections
400.000 Active page views
a DAY of Wikis
1.000.000
51
Regular Sametime
instant messaging users,
resulting in 40-50 million
messages per day
400.000 Downloads of
employee generated
video- and podcasts
15.000.000 Minutes of LotusLive
meetings, internally
and externally each
month
20.000.000
We don’t have a corporate blog or a corporate Twitter ID,
because we want the ‘IBMers’ in aggregate to be the
corporate blog and the corporate Twitter ID.
We represent our brand online the way it always has
been, which is employees first.
Our brand is largely shaped by the interactions
that they have with customers.”
Adam Christensen, social media communications, IBM Corporation
IBM is moving itself and its clients well beyond Social Media into a new era
of collaboration, insight sharing, and lead generation it calls
Social Business. One of the notions behind
becoming a Social Business is that your employees
should be front and centre in
your digital activities. Since IBM no longer
sells consumer products the brand experience for IBM is an
experience with an IBMer. An experience that
is increasingly happening
online.
Social Media Guidelines @IBM
Guidance
IBM’s social business strategy
is to catalog IBMers’ expertise,
manage access to them and
optimize their interactions with
our constituents. By fully
enabling the digital IBMer, we
can systematically manage
the way these social
interactions connect with all
relevant parts of IBM, including
the Demand System – and
perform all of these tasks at
massive scale.
IBM’s social business strategy
is to catalog IBMers’ expertise,
manage access to them and
optimize their interactions with
our constituents. By fully
enabling the digital IBMer, we
can systematically manage
the way these social
interactions connect with all
relevant parts of IBM, including
the Demand System – and
perform all of these tasks at
massive scale.
Expert Locator
IBM’s social business strategy
is to catalog IBMers’ expertise,
manage access to them and
optimize their interactions with
our constituents. By fully
enabling the digital IBMer, we
can systematically manage
the way these social
interactions connect with all
relevant parts of IBM, including
the Demand System – and
perform all of these tasks at
massive scale.
Expert
Relationship
Management
Social Aggregator Expert Locator
IBM’s social business strategy
is to catalog IBMers’ expertise,
manage access to them and
optimize their interactions with
our constituents. By fully
enabling the digital IBMer, we
can systematically manage
the way these social
interactions connect with all
relevant parts of IBM, including
the Demand System – and
perform all of these tasks at
massive scale.
Expert
Relationship
Management
Social Aggregator
Social Business
@ IBM
Expert Locator
IBM’s social business strategy
is to catalog IBMers’ expertise,
manage access to them and
optimize their interactions with
our constituents. By fully
enabling the digital IBMer, we
can systematically manage
the way these social
interactions connect with all
relevant parts of IBM, including
the Demand System – and
perform all of these tasks at
massive scale.
Expert
Relationship
Management
Social Aggregator
Social Business
@ IBM
Expert Locator
Social Business
Manager
Social Intelligence
Social Business Strategy Enablement
1. Expert Locator
2. Expert Relationship Management
3. Social Business @ IBM
4. Social Activation For Centennial
5. People For A Smarter Planet
6. Social Aggregator
7. Social Business Manager
8. Digital Labs
9. Social Business Council
Expert Locator
Sponsored
media
/smarterplanet
Mobile app
Expert Relationship Management
Social Business @ IBM
Social Activation For Centennial
People For a Smarter Planet
Social Aggregator
420 Followers
790 Tweets
3,058 Mentions
Content Activation Plan
SMEs
Monitoring &
Engaging
Coordinated Dialogue
54 Comments
3,000 Clicks on
bit.lys
Videos &
whitepapers
most popular
Target Site List
Network Manager
180 Retweet
s
Owns
6 lists
Listed 43 times
603 Following
Social Business Manager
BUs PR / MR
Digital Labs Vision
Consolidated
Insights
Engage Energize
Embrace
Constituent(s)
Outcomes iteration
Data iteration
Optimization iteration
IT IS ALL ABOUT ENGAGEMENT
IT’S ALL ABOUT
TRANSFORMING IBM’ers IN SOCIAL
BUSINESS AMBASSADORS!
KP for IBM - communications trainings that combine
sales enablement, social media,
presentation skills and personal branding.
- key messaging sessions
- co-development Social Media Strategies
- co-creation of campaigns highly
integrated with the Social Media culture
- co-management of the online
communities
- co-creation of compelling & share-worthy
content
- deployment of Social Media for reaching
their Internal Publics
(Social) Media Training
Traditional Media
Social Media
Key Messaging
Personal Branding
Presentation Skills
By using our 4 step media training model we then explain IBMers how to work with (social) media.
Know your media
Know your message
Know yourself
Know your position
The Solution
The first part of the program is to inspire and enthuse
employees about the value social media can add and motivate them to start exploring the online world. After, follow-up sessions are organized to turn employees into brand ambassadors on specific platforms or practices:
- Hands-on guidance on using social media platforms (1 or 2
platforms to start with) - Assisting in writing blog posts; pitching posts and creating
more social media spin off
The Execution
The Execution
The Results
IBMers have in-dept platform knowledge and know how to collaborate with and use every type of media.
IBMers are able to create hands-on messaging and know how to use media to bring their message across their target groups.
IBMers know their tone of voice and how to control their body language so it can strengthen their message when talking to media.
IBMers are aware of the role they should take in several situations (e.g. crisis) and know they are always seen as the spokesperson.
The Results
IBM’s Erwin Boeren is now a brand ambassador for IBM. Starting from scratch, he’s actively participating on several social platforms. Besides, he is an active blogger and successfully pitched his posts to several online media.
Crisis Communication
(Online) Crisis Communication
Traditional Media
Social Media
In order to create real life situations the training takes place at the Broadcast Facilities in Hilversum, The Netherlands. During the training theory is presented a true crisis is being simulated:
1. The Incident First facts of a possible crisis come out online. One tweet about the
situation leads to a trending topic on Twitter. 2. The Fire The message is spread across several (online) media and press is waiting for
a statement from IBM. A TV- and a radio interview with IBM’s communication team are simulated.
3. The Aftercare The teams evaluate the situation and decide how to communicate
internally and externally, handle press and social media in the future.
The Execution
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RETURN ON
ENGAGEMENT
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Some handy links
Social @ IBM
IBM Social Business Guidelines
ibm.com/socialbusiness
and always welcome at @ronaldvelten
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ENGAGE
ENGAGE
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