swiss social media foruminnovation and technology

mab_plc | flickr © 2011 IBM Corporation | Thomas A. Bryner | 1

thomas a. bryner | executive social business and collaboration consultant | IBM Corporationthomas.bryner@ch.ibm.com | Tue, Sept 6, 2011

www.benm.at © 2011 IBM Corporation | Thomas A. Bryner | 2

96% of the Millennials in Germany are active on a social network.

Social Media Marketing, Heymann-Reder © 2011 IBM Corporation | Thomas A. Bryner | 3

25%of the global search results for the mostimportant brands link to user content.

Social Media Marketing, Heymann-Reder © 2011 IBM Corporation | Thomas A. Bryner | 4

80% of managers dealing with Social Media think they have just basic knowledge.

Social Media Marketing, Heymann-Reder © 2011 IBM Corporation | Thomas A. Bryner | 5

FAD?origami_potato | flickr

FacebookAddictionDisorder

© 2011 IBM Corporation | Thomas A. Bryner | 6

operations

provisioning

usage

hybrid-cloud

rental

mobile

delivery and access trends

© 2011 IBM Corporation | Thomas A. Bryner | 7

Docman | flickr / see also: Cluetrain Manifest

markets areconversations

© 2011 IBM Corporation | Thomas A. Bryner | 8

I C O N CT U R N

I

201 1 I BM Co r p o r at i o n | Th o mas A. Br yn e r | © 9

crowd-sourcing

„friending“extreme urbanization

mobile data growth

silver surfers

apps html5?

digital shadow

emotional experience

social explosion

next-besting

twitter

facebook

google+

anonymity

xing

linkedin

pro-sumer

society, behavior,and technology – trends

© 2011 IBM Corporation | Thomas A. Bryner | 10

channels

browser

other

riahyper digitization

relevance

qr codes

hit mainstream curation

inbound stream

geotargeting real-time

3d-printing

augmented reality

paradigmchangeOne – to – One

One – to – Many

Many – to – Many

© 2011 IBM Corporation | Thomas A. Bryner | 11

People trust people when taking decisions.

Blogs and Facebook are trusted almost the same.

Twitter is three times less trusted...

Traditional marketing has the sametrust level like e.g. Twitter.

trust

© 2011 IBM Corporation | Thomas A. Bryner | 12

business goals

Reputation Marketing Recruiting Customer Relation / Retainment Knowledge Capturing & Sharing Product Ideation & Innovation Viral Marketing Search Engines Optimization Crisis Management & Communications Crowd Sourcing Word of Mouth (World of Mouth) ...

© 2011 IBM Corporation | Thomas A. Bryner | 13

channels

Facebook Twitter Subject Matter Forums & Blogs– e.g. Influencer– e.g. Brand Advocates

Media Sharing Sites Business (Social) Networks Consumer Portals / Rating Portals Q & A Portals ...

© 2011 IBM Corporation | Thomas A. Bryner | 14

problemjimhartland | flickr © 2011 IBM Corporation | Thomas A. Bryner | 15

practice

Establish (Social) Marketing Strategy Research influencers and their channels Content and Value is Key Define Your „Home Media Platform“ Define Channels to work and create traffic

to Your Home Media Platform Prepare Channel-specific Information

Supporting Your Activity Goals Generate Interest, Fun, Emotion! Open & Honest Timely Good... but not Glossy!

© 2011 IBM Corporation | Thomas A. Bryner | 16

Strategic Targets Measures KPIs Ratios

Brand Support

or

Brand Presence

Activate conversations Volume of a topic against all conversations

Listings of my brand against total brand listings

Foster Brand Evangelists Active brand evangelists per period

Active brand evangelists (30 Days) / Total number of brand enangelists

Customer Satisfaction Improve customer service

Number of solved customer incidents

Solved customer incidents / Total number of requests

Innovation leadership Foster Innovation Tonality per period Positive : Neutral : Negative – Brand Listings / All brand listings

Established & managed e.g. thru Balanced Scorecard and Strategy Maps

Example:

Social Media Marketing, Heymann-Reder

practice

© 2011 IBM Corporation | Thomas A. Bryner | 17

repurposing?linkjuice...!

why

© 2011 IBM Corporation | Thomas A. Bryner | 18

opinion spam

© 2011 IBM Corporation | Thomas A. Bryner | 19

© 2011 IBM Corporation | Thomas A. Bryner | 20

social business

tools

social crm

analyticsenterprise

mktg mgmtIBM Connections

IBM Connections

UNICA – an IBM Company

Coremetrics – an IBM Company

UNICA – an IBM Company

SPSS – an IBM Company

© 2011 IBM Corporation | Thomas A. Bryner | 21

next technologies

IBM Research | flickr

thank you.

Thomas A. BrynerExecutive Social Business & Collaboration Consultant

IBM World-wide Collaboration Tiger Teamthomas.bryner@ch.ibm.com

© 2011 IBM Corporation | Thomas A. Bryner | 22