Dot Com And Social Media

© 2009 IBM Corporation

Yves Van Seters – External Communications & Media Relations IBM BeLux

IBM.COMes to Social Media

Social Media as a business tool

© 2010 IBM Corporation2

Agenda

Social Media

Social Heaven

Social Hell

Social Tools

Social Success

Social Ice


Inventory Check

Uses Flickr / Picasa

Uses LinkedIn / Xing / Plaxo

Uses Delicious / Digg / Foxear

Know how to use Lotus Connections

Reads blogs?

Reacts on a blog?

Has a blog?

Uses RSS-feed readers

Uses Instant messaging

Has no idea what Instant messaging is

Uses VOIP

Has clients or relations who are engaged in one of the above

Has a SmartPhone/BB/iPhone

Has a Hotmail / Gmail / Yahoo Account

Looked something up with Yahoo?

Looked something up withGoogle?

Looked something up with Ask?

Looked something up on Wikipedia?

Contributed to Wikipedia?

Uses review sites

Contributes to a review site

Has a Clint (zatte vrienden) account

Has a Facebook account

Has a Twitter account

WHO


Why do people participate?

To meet and share information – to have fun

To have a dialogue and be a “part”

To be connected – it’s more about them and less about you

To see the experience of the people who bought it, tried it, read it, made it, or visited it first

To learn from an expert’s ideas and opinions

To provide their opinions and wisdom

To get the inside scoop

To tell a company what theylike – and what they don’t


Statement :

Social Media is a hype !


The most trusted providers of information today are…

…not institutions.


They are…

“other people like you & me.”

(Oh-oh …)


Should I go online?


It’s a good thing !S

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Creators

Critics

Collectors

Joiners

Spectators

Inactives

Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them

Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki

Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online

Maintain profile on a social networking siteVisit social networking sites

Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews

None of the above

The Social Technographics® Ladder

Model Audience propensity to use social media in business decision making/adoption activity


The Social Technographics® ladder of business buyers

US adults*

B2B buyers+

21% 43%

37% 58%

19% 48%

35% 55%

69% 91%

25% 5%

Creators

Critics

Collectors

Joiners

Spectators

Inactives

*Source: Forrester's North American Media & Marketing Online Survey, Q2 2008, 5,002 respondents

+Source: Forrester global survey of business decision makers and influencers, Q4 2008, 1217 respondents

Groups include people participating in at least one activities while working on behalf of their businesses.


The Social Technographics® ladder of business buyers: by technology category

Base: 1217 technology decision-makers at firms with 100 or more employees

Source: North American and European B2B Social Technographics* Online Survey, Q4 2008

Groups include people participating in at least one of the activities monthly.


I’m interested!

Give me the highs and the lows !

(… and make it juicy !!!!)


Power of social media & communities

Update 25/01/2010Update 25/01/2010Viewed: 11.955 Viewed: 11.955

4.338 Click Through (36%)4.338 Click Through (36%)


Social Heaven: the Fiesta Movement


Social Heaven: The Fiesta Movement - Results


Consumer purchased an iPhone/AT&T use in lieu of a laptop while traveling abroad.

Activated the per-use international roaming data plan. The rep quoted $.005 per KB

A couple days into the trip told "usage data is currently unavailable.“

Two weeks of travel with sporadic AT&T EDGE network usage off and on mixed with wifi when available... $3000.

AT&T offers unlimited international data usage at $70 per month to its Blackberry customers.

Billing phone reps offer a $400 "courtesy credit" on the $3000 charge if signing up for a $300 per year international data plan with a max of 20MB per month.

Consumer writes to BoingBoing… “I'm writing you in the hope that the exposure of my story might force AT&T's hand in admitting they have :

• an inadequate solution in place for international iPhone users

•discriminated against the iPhone in favor of the Blackberry

• failed to adequately disclose the exorbitant nature of their rate plan,

• kept me in the dark about my usage specifics until it was too late to modify them,

• by disallowing unlocking to use a European provider's My SIM with more reasonable rates, trapped me without knowing it until that $3000 "gotcha" came knocking at my door.”

Soon after his letter was posted to BoingBoing, AT&T waived his charges.

Consumer blogs:“Word travels fast over the internet... AT&T just called and agreed to waive all charges due to the "miscommunication." I think they have a customer for life now!”

Social Hell: iPhone / AT&T vs. BoingBoing


June 2005: PR blogger Jeff Jarvis orders a new Dell laptop and four-year service plan, and immediately began having trouble with the machines and the service.

Social Hell: Welcome to Dell hell… Can you hold, please ?

His first blog post: “Dell lies. Dell sucks.”His first blog post: “Dell lies. Dell sucks.”His fury was picked up across the blogosphere, and Dell’s response was deafening…deafeningly silent.

By August 30, 2005, Dell’s PR team finally responded:

“Dell has a “look, don’t touch” when it comes to blogging.

“We do talk to people in public through the standard major media and through our forums.”

Lesson Learned: Don’t feed the blogger…unless you want to get bitten.

At the time, Dell had no bloggers and no active blogger outreach program.


…So, in this new world of social networking, customers, not companies, are in control

Companies do not own their brand; brand is determined by public perception

The easy creation and proliferation of social media empowers consumers to publicly air their grievances and affect our brand, right or wrong

The further away from official corporate advertising the message and messenger are, the higher the credibility factor

“As the audiences for more blogs and social media

sites… reach critical mass, it’s easier than ever for

consumers to wallpaper the Web with their customer

service nightmares”

BusinessWeek, March 3, 2008

While the we cannot control the conversation involving their brand, we can help to influence what is

being said by engaging in the conversation


OK, I’m Sold!

Where do I join !


Basic Tools

Lotus Connections: Selling through Social Media - Best Practices, Training & Strategy - Integrated Social Media Presence

(micro)Blog

(Facebook)

LinkedIn

Twitter


Twitter

Twitter: “a free social messaging utility for staying connected in real-time.”

send and read updates (tweets).–text-based posts of up to 140 characters.

Twitter is sometimes described as the "SMS of the Internet”


What’s the big deal ?

Feb 2009: Compete.com ranked Twitter as the 3rd most used social network:

– Over 6 million unique monthly visitors – Over 55 million monthly visits.

Mar 2009: Nielsen.com ranked Twitter as the fastest-growing site in the Member Communities category with a monthly growth of 1382% (Facebook had an increase of 228%).

Late 2009: Although Twitter growth has slowed core Twitter users are more active and engaged

– Users are following more feeds, for example, and being followed more in turn

– Twitter users were also including more complete information in their profiles, such as location, bio and Web address.

Sources: Twitter, Wikipedia, Hubspot


Users like brands who use Twitter well

A recent survey by Peter Sorgenfrei and Warren Sukernek found:

Most users (89%) agree brands should engage their customers on Twitter. But they have to do it well and appropriately!

60% of respondents would recommend a company based on their presence on Twitter.

80% of Twitter users will reward those brands they have key relationships with by being more willing to purchase from them.

The majority also have a better impression of brands that use Twitter for customer service (81%).

Twitter Survey by @warrenss, Twittermaven blog and @researchguy, Sorgenfrei


Tweeting basics

There is a 140 character limit.

– So craft carefully. Use key words in your posts.

– Note that the first 27 characters are picked up by search engines.

– Do not shorten your key words. Make connections which build relationships.

– Think about your audience when you tweet.

– Respond quickly! People expect a response in hours, not days.

– Follow people to be followed. Avoid pitfalls!

– Do not engage in “battles” in twitter.

– Always represent yourself honestly and professionally.

– Do not spam. If you want to resend a message, change a few words!

To be social is to be human.

– People develop relationships with other people.

– If you come across as machine or faceless corporation, you will probably be ignored.

Be interesting.

– Know what your audience is interested in hearing.

– Share! Provide useful, timely information.

– Selectively retweet! Lets followers see the posts of people in your network.

Show your personality.

– Don’t be afraid to be lively, funny, and share your own personality

But, protect the brand.

– Be honest and trustworthy..

– Do not use negative words. Do not engage in battles or competitor bashing.

– Do not spam.


Internal Twitter ?


What is LinkedIn?

LinkedIn is a social media business networking site.

° 2003

Today there are over 50 million LinkedIn members


Who uses LinkedIn?

LinkedIn spans 170 industries.

LinkedIn spans 200 countries.• Half of LinkedIn members are

outside of the U.S.

LinkedIn focuses on professionals. • 80% are a college grads• 37% are post grads.• The average household income

is over $100,000.

Professionals are using LinkedIn to connect professionals and businesses. Businesses are using LinkedIn to connect to their customers, and thereby extend their brand presence.


Be active! Use the Lotus Notes widget


How do I turn this into a success ?


Social Business

New Technologies(always on)

Personal Contact(you and me)

BusinessPrivate Social Business


The Bar, The Backyard BBQ & The Office

IMPACT

(*)

(*): ex zattevrienden.be


Learn and apply the principles

Represent IBM values regardless of the medium.

Read and apply the social media guidelines: http://w3.ibm.com/blog/guidelines.html#detailed-discussion Extract: Know the IBM Business Conduct Guidelines. Be who you are. Be thoughtful about how you present yourself. Speak in the first person. Respect copyright and fair use laws. Protect confidential and proprietary information. Don't comment on confidential IBM financial information. Protect IBM’s clients, business partners and suppliers. Respect your audience and your coworkers. Add value. Don’t pick fights. Be the first to respond to your own mistakes. Use your best judgment. Don't forget your day job.


Social Media Adagio

LISTEN LEARN

CONTRIBUTE SHARE


Three steps to Social Success


ONLINE SUCCESS =

Focus

Activity

Network

Reputation


Only if you have interesting things to say, people will listen…

IBM.com Kick Off Event


Tagging

✔ A tag is a non-hierarchical keyword or term assigned to a piece of information (such as an internet bookmark, digital image, or computer file).

✔ This kind of metadata helps describe an item and allows it to be found again by browsing or searching.

✔ Tags are chosen informally and personally by the item's creator or by its viewer, depending on the system.

✔ The tagging mechanism is also know as folksonomy, being the opposite of fixed categorizations or taxonomies


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Questions ?


Yves Van SetersExternal Communications & Media relations Belgium & Luxembourg

Av.du Bourgetlaan 42B-1130 BRUSSELSBELGIUM

T: +32(0)2-225 21 11M:+32(0)478-27 10 33E: [email protected]

linkedin.com/in/Yvesvanseters

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Dot Com And Social Media

Business

Transcript of Dot Com And Social Media