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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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

Twitter

25.000 IBMers present at

Facebook

198.000 IBMers utilizing

LinkedIN, including

Alumni

378.000

48

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

49

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

Listen

Learn

Contribute

Share

Some handy links

Social @ IBM

IBM Social Business Guidelines

ibm.com/socialbusiness

and always welcome at @ronaldvelten

LISTEN

SHARE

SHARE

ENGAGE

ENGAGE

SHARE

SELL