Chicago AMA presents Social Media - Beyond the Chaos with presentations from IBM, Motorola Mobility, Zocal Group, and, American Family Insurance. http://chicagoama.org/home

1. 3/29/2011
Bill Chamberlin
Principal Social Insights Analyst
Market Insights
IBM
@horizonwatching
#AMASocial
Join the Conversation! © 2011 IBM Corporation
About Me: Bill Chamberlin
IBMer. Career in Sales and Marketing
Current Title: Principal Consultant – C.O.R.E. Social Insights, Corporate
Market Insights
Passionate about research into emerging trends, technologies, and
business issues.
HorizonWatch (internal IBM community) Leader since 2000
HorizonWatching (external community) Leader since 2006
Where you can find me hanging out online
Profile = LinkedIn
LinkedIn Group = Horizonwatching
Blogging at…
Typepad = Horizonwatching
Tumblr = HorizonWatching
Tumblr = Smarter Planet
Twitter ID = Horizonwatching
Facebook = HorizonWatching
SlideShare = HorizonWatching
InfoBoom = http://www.theinfoboom.com/
#AMASocial
Join the Conversation!
2 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation
Agenda
How does the trend towards digital communications impact at the
IBM brand level?
How does IBM develop social marketing strategies at the segment
level?
#AMASocial
Join the Conversation!
3 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation
1

2. 3/29/2011
How does this shift towards digital impact a 100 year-old global
technology company?
#AMASocial
Join the Conversation!
4 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation
The world knows IBM through the IBMer
#AMASocial
Join the Conversation!
5 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation
Snapshot of IBM employee social business activity
Internal External
Blogs - 17,000 blogs 300,000+
SocialBlue – 70K members 25,000+
WikiCentral –1 million daily page
views 100,000+
InnovationJam – 4 Jams, 500,000
participants ~198,000
Media Library – 14 million ~196,000
downloads
#AMASocial
Join the Conversation!
6 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation
2

3. 3/29/2011
IBM employees dominate IBM brand interactions
• Media library: 25k Produced by
uploads Employees
• Beehive: 50k members
• WikiCentral, BlogCentral,
Total Bluepedia
Content • 1 M posts in IBM
Items Forums
• IBMers author Social
Media Guidelines
• W3 Editorial Board
dissolved
• Last issue of
Think magazine
Produced by
Corporate
1999 2002 2003 2005 2006 2007 2008 2010
Years
12 people can publish to home page 1,141 people can publish to home page
100% Comms employees 40% Comms employees
7 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation
IBM is in the midst of transforming towards a social business
Social
Business
Traditional • Empowering the workforce
Business to be strategic experts in
social business
• Safeguarding the enterprise
• Employing new business
• Selective use of social models to drive business
media value
• Traditional and siloed
business processes and
models
For more, see: “The Social Business Train Is
Leaving The Station… Are You On It?”
#AMASocial
Join the Conversation!
8 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation
As we transform, we need to make sure the IBM digital experience
is true to our brand
#AMASocial
Join the Conversation!
9 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation
3

4. 3/29/2011
To be true to our brand and to meet our ambitions, we must have a
digital strategy which…
Serves every constituent
Integrates IBMers
Is multiplatform
Transforms all functions of
the corporation
Sits at the core of our
business and culture
#AMASocial
Join the Conversation!
10 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation
We’ve developed three key elements of the IBM Digital Strategy
1. Lead how forward thinkers
engage with experts and
expertise to make the world work
better
2. Design a digital system that
engenders trust and accelerates
forward thinking, action and the
creation of value
3. Embrace iteration in everything
that we do
#AMASocial
Join the Conversation!
11 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation
Agenda
How does the trend towards digital communications impact at
the IBM brand level?
How does IBM develop social marketing strategies at the
segment level?
#AMASocial
Join the Conversation!
12 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation
4

5. 3/29/2011
The process we’ve developed is circular
#AMASocial
Join the Conversation!
13 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation
Our approach allows for effective, enterprise-wide social media
engagement and standardized conversation mining
2010 SAMMY AWARD :
BEST SOCIAL BUSINESS
A best practice approach to harvesting insights from ongoing conversations
Research Planning Engagement Metrics
Report on established
Map the digital Build foundation for Participate and ignite
engagement metrics
landscape effective social conversations
and KPIs
media engagement
• Mine the conversation • Execute social media • Monitor engagement
• Identify key influentials • Articulate business case strategy metrics
• Determine topics and • Create strategy and • Monitor conversation to • Determine impact on
sentiment timeline measure success & be reputation
• Benchmark capabilities • Create policies and prepared to adapt • Monitor online traffic
against competitor’s guidelines strategy • Monitor organic search
• Establish success • Identify internal • Provide additional • Generate leads and new
metrics/KPIs evangelists (SMEs) training sales
• Allocate resources • Integrate social media • Assist customer service
• Train Subject Matter strategy within larger
• Report on results
Experts business strategy
• Establish governance
process
• Create/optimize social
media properties
#AMASocial
Join the Conversation!
14 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Confidential #AMASocial
IBM Twitter Hashtag: © 2011 IBM Corporation
Enabling masses of IBM communicators
Informed Engagement
Enabled by Social Intelligence
Research Planning Engagement Metrics
Social Social
Measurement
Social Intelligence Ecosystem Coverage
and Reporting
Mapping Model
Workforce Enablement Programs
Internal Connectivity and Sharing Tools
Education and Governance
#AMASocial
Join the Conversation!
15 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation
5

6. 3/29/2011
Research: Perform research to understand the digital landscape
Who is talking about your brand and brand-
related topics?
Where are those conversations are taking
place?
Who are the key influencers?
What is the tone and impact of those
conversation?
How, where, and why are your competitors
using the social media?
#AMASocial
Join the Conversation!
16 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation
Plan: Use research findings to plan and develop a strategy
Listening Influencer
Research Reports
Competitor Social Intelligence
Assessments 1. Review all research
Action Plan 2. Develop insights from that
Company research
Assessment Framework
Workshop 3. Develop recommended
Other Social actions based on the
Analytic Tools insights
Completed Action Plan
Framework with
recommended actions for
each major research finding
Drives the development of the Social Media Marketing Strategy
#AMASocial
Join the Conversation!
17 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation
Engage: Execute your strategy
Four Key Elements:
1. Enable your employees
2. Maximize digital content distribution
3. Don’t just push content…have conversations
4. Empower your advocates
Remember: People want to have conversations with company
representatives who are…
• Experts in their area,
• Passionate about their work, and
• Empowered to act on the feedback they receive from the community.
#AMASocial
Join the Conversation!
18 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation
6

7. 3/29/2011
Metrics: Develop and report on key performance indicators (KPIs) that
cover a range of metrics from volume to voice.
Volume
Share of Voice relative to the competition
Sentiment (tone of conversation)
Key Themes
Venue
Top Domains
Most Frequently Shared Links
Depth of Discussion
Message Type
“Voice”
Key Influencers (“mavens”)
Organic Search
#AMASocial
Join the Conversation!
19 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Confidential #AMASocial
IBM Twitter Hashtag: © 2011 IBM Corporation
Top Trends in Digital Marketing For 2011
1. Marketing Budgets Continue to Shift Towards Online
2. Social Media Marketing Is Maturing (Slowly)
3. Mobile Marketing Poised To Take Off
4. Personalized Marketing: Customize To Each Individual
5. Social Video As A Marketing Tool Gains Momentum
6. Search Engine Optimization Gets More Complex
7. Marketing Analytics Helps Make Sense Of All The Noise Source: Bill Chamberlin, IBM Market
Insights via HorizonWatching
8. Real Time Web Assistance Connects Buyer With Expert
9. Online Privacy Concerns Continue
10. Digital Marketing Optimization Emerges As A Priority
Blog Post: Top Ten Digital Marketing Trends For 2011 http://bit.ly/aHOY3P
Slide Deck: Top Ten Digital Marketing Trends For 2011 http://slidesha.re/fYUCgp
#AMASocial
Join the Conversation!
20 March 2011 Chicago AMA Event: Social Media: Beyond the Chaos Twitter Hashtag: #AMASocial © 2011 IBM Corporation
#AMASocial
Join the Conversation! © 2011 IBM Corporation
7