Getting social

© 2010 IBM Corporation

GETTING SOCIAL

Yves Van Seters, External Communications, IBM Belgium & Luxembourg

© 2010 IBM Corporation2

Agenda

Social Media

Social Media in Day 2 Day Business

Social Business

Social Ice


Feel Free to tweet…

#YVS#YVS


Inventory Check

Uses LinkedIn / Xing / Plaxo

Uses Flickr / Picasa

Uses Delicious / Digg / ...

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

Uses this in Day to Day Business ?

Has a SmartPhone/BB/iPhone

Has a Hotmail / Gmail / Yahoo Account

Looked something up with Yahoo?

Looked something up with Google?

Looked something up with Ask?

Looked something up on Wikipedia?

Contributed to Wikipedia?

Uses review sites

Contributes to a review site

Has a Facebook account

Has a Twitter account

WHO


“Social Media describes the online technologies and practices that people use to share content, opinions,

insights, experiences, perspectives and media.”

Ironic Source: http://en.wikipedia.org/wiki/Social_media

Social Media is … Editable

Popular

Conversation

Fast

Emotional


Why do people participate?

To have a dialogue and be a “part”

To meet and share information – to have fun

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 they like – and what they don’t

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


So, it’s about

Marketing &

Communications


The Fiesta Movement


The Fiesta Movement - Results


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.

Welcome to Dell hell… Can you hold, please ?

His first blog post: “Dell lies. Dell sucks.”


The most trusted providers of information today are

“not institutions.”


They are

“other people like you & me.”

(Oh-oh …)


…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


The Communications Dilemma


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.


20052005IBM made a strategic decision to embrace Social Media and to encourage IBMers to

participate…


Recent picture of IBM & social media

1,000,000 dailywiki page views

60,000 socially networked

16,000Internal blogs

8,500,000Downloads

1,000+

250,000

70,000+

1,000s

Internal External


Empower everyone.

Trust employees… they are the brand


Social Media in Day 2 Day business: How to get started ?

LISTEN LEARN

CONTRIBUTE SHARE

Have a plan

Take Small Steps with a Goal in Mind

Be Willing to Put Some Time Into It

Track Progress and Results

Be flexible


ONLINE SUCCESS =

Focus

Activity

Network

Reputation


Only if you have something interesting to say, people listen…

NL LUG 2010


Promote

Belong

Contribute

TwitterTwitter

FacebookFacebook

LinkdinLinkdin

BlogsBlogs

YoutubeYoutube

WIKIWIKI

FacebookFacebook

Linkedingroups

Linkedingroups

IBMCommunities

IBMCommunities

Lotus Connections


Social Business

New Technologies(always on)

Personal Contact(you and me)

BusinessPrivate Social Business


Your voice …

Let’s do something useful with your fancy Let’s do something useful with your fancy smartphone…smartphone…

Let’s do something useful with your fancy Let’s do something useful with your fancy smartphone…smartphone…


Proposition1 :

The separation between work and private life can go into the trashcan.

1. Agree: @votebytweet 1 #Prop1

2. Don’t Agree: @votebytweet 2 #Prop1

3. No Opinion: @votebytweet 3 #Prop1


The Bar, The Backyard BBQ & The Office

IMPACT


Propostion 2:

Digital communication is at the expense of personal attention

1. Agree: @votebytweet 1 #Prop2

2. Don’t Agree: @votebytweet 2 #Prop2

3. No Opinion: @votebytweet 3 #Prop2


Business and Social Networks


New Social Business Etiquette ?

Eti·quet·te (noun) : the set of rules or customs which control accepted behavior in particular social groups or social situations (Cambridge Dictionary)

Etiquette: make sure that people feel comfortable and at ease so their and your qualities can be brought to attention (Erasmus, 1530)

Core of etiquette is care for others and the pursue of equality. If we can empathize than, we can turn the situation in our advantage

“Directive, not a law” or “advice, not a rule”


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

@YvesVS

facebook.com/yvanseters

YvesVS.tumblr.com

Getting social

Technology

Transcript of Getting social