How to leverage Social Media to grow your business 22 September 2009 – BP education Session

1. How to leverage Social Media to grow your business22 September 2009 – BP education Session Chad Laws Social Networking and Collaboration Strategist, Global Business Partner Organization Delphine Remy-Boutang WW Social Media Marketing Manager, IBM Software Group

2. While waiting for the call to start ….

3. Building a smarter planet (http://twitter.com/smarterplanet)

4. Our world is becoming interconnected

5. It’s a fact : Word of Mouth is the #1 Influencer in Business Purchasing Behavior Source: Universal McCann – wave 3

6. And it affects everyone…..

7. B2B Businesses Using Social Media • Businesses are using Social Media to connect with their customers for 4 main reasons: 1/ Reach new audiences 2/ Increase user engagementand loyalty 3/ Improve partner relationships 4/ Increase revenue

8. Social Media is becoming as Popular as Email • In Feb ‘09, time spent on social media communities reached time spent on Email 1 • Global Active Reach:2 • Search: 86% • Email: 65% • Communities: 67% • Video is growing at the fastest rate Source 1: Nielsen Netview, The Global Online Media Landscape, April 2009 Source 2: Nielson Online Global Index, Dec 2008. Global refers to AU, BR, CH, DE, ES, FR, IT, UK and USA IBM Marketing & Communications | IBM Confidential

9. What exactly is “IT” Social MediaSocial media are platforms for interaction and relationships It is NOT an advertising and a branding platform. It’s a hyper-interactive relationship-builder. Using it to deepen longer-term relations. When you engage in social media, you enter into an unspoken social contract. You are in a relationship, it goes both ways. Respect and trust must be earned. Social media in plain english

10. How to develop a Social Media Marketing strategy WHY: Establish your core business objectives Listen to your audience WHO: Target your audience Understand digital behaviors Develop social media map RESULTS: Measure those things that will best help you determine the impact of your involvement and participation WHERE: Environment WHAT: Experience Select appropriate social media networks, tools, and content HOW: Deployment: Empower Consumer advocacy (Participation) Identify available/required assets And resources for participation in the most relevant conversations. 10

11. Awareness & Consideration Demand Generation Conversion & Purchase Loyalty & Advocacy Step 1: Why Select Core Business Objective(s) Capture new markets Lead generation Showcase IBM’s SWG portfolio Foster loyalty Drive repeat sales

12. 1/ Listen Monitor the Market conversation: • To understand what the marketplace is (or isn’t) saying about your brand, product, service, etc. • To start to understand the tone and impact of that conversation • To begin identifying areas of opportunity for helping shape that conversation and to gather valuable market intelligence BlogPulse You can also engage with MI Outside Vendors: Text 100, Content & Motion, Ogilvy, Digitas who can tailored your listening project

13. 2/ Who Identify & engage the influencers • Target your Audience • Understand digital behaviors • Develop a social media map accordingly To establish some prioritization as to who is impacting the market conversation the most • Understanding their Behavior • What digital tools and content they use? • What would they find valuable and be willing to engage with? • Determining their Locations • Where are they engaged within social media and through what channels? The magic Dashboard created using Netvibes http://www.netvibes.com/forbiddencity

14. MySpace IT Tool Box Professional Community Sites Lifestyle/Social Community Sites Facebook Linkedn Reed Business Information Yahoo!Geocities Location-Based B2B Web sites Vista Print Services Yelp Yahoo1 Small Business eFax.com OpenTable IT Professional Blogger Digg Aggregator Blogs/MicroBlogs WordPress Slashdot Technocrati Flickr Kaboodle Multimedia Sites eCommerce Bebo CNET YouTube 2/Who Identify your audience and Develop a Social Media Map to engage • To reach your audience in the most effective way, you need to identify it first • How they are using digital technologies to communicate and where they are online • Then create a social map that will serves as the framework for selecting networks and services to interact with your target audience in a relevant and meaningful manner Based on comScore September 2008 data

15. Most Used Social Media Tools – Survey Respondents Social Media Marketing Report March 2009 Survey Results of 880 Participants Most Used Social Media Tools Facebook deep dive on Cattail Twitter deep diveCattail entry Blogging deep dive

16. Blogs top the list when it comes to lead generation • Blogging is currently viewed as the most important lead generation channel as compared to other social media, with 75 % of those that have tried blogging saying it is "useful" or better. • Other social media that is considered useful or better includes • StumbleUpon (55%) • YouTube (52%) • Facebook (48%) • Delicious (47%) • Digg (47%) • MySpace was thought as being the least useful (22%). https://www-951.ibm.com/blogs/Blue_Blog/ source"The State of Inbound Marketing"

17. 3/ Maximize Digital Asset Distribution • Why maximize digital asset distribution? • To ensure maximum portability and utilization of key digital marketing assets • To ensure optimal exposure and forward mobility of key marketing messages into the marketplace 1. Ensure you have established a core destination page within ibm.com that can last beyond any promotion or campaign. 2. Share it with all stakeholders to ensure the widest distribution of the central page and its associated assets. 3. Start to submit and ensure assets are found, indexed, and aggregated in the key online portals, indexes, and search engines.

18. How: Deployment via Participation: Empower consumer advocacy • To build and foster a sense of community among our brand loyalists. • - To empower those loyalists to better advocate to other key constituents on behalf of our brand, products, and services

19. Understand the impact - Measuring social media effectiveness

20. Campaign Social Media Dashboard Virtual Forbidden City SOA UK Campaign : the first of its kind… • Objectives • Identify and generate new influencer audiences/leads for IBM SOA from purely Social Media channels • Execution • 100% Social Media campaign • Virtual Tour for IT Architects in Chinese Virtual Forbidden City • Campaign recruitment led via Twitter • Promotional resources via Flickr, YouTube ,LinkedIn, Face book , blogs etc… etc.. • Creation of a Social Media Press Release • Identification of key influencer Blogs, Twitter profiles and more • Coordinating massive IBM internal Social Media push • Sophisticated Campaign Social Media Monitoring Dashboard • Results : see my deep dive prez on Cattail Play your imperial part in IBM’s Virtual Forbidden City (VFC) SOA Tour Exclusive Social Media event in IBM’s Virtual Forbidden City

21. Social Software Adoption in IBM Some Collaboration 2.0 available to all IBMers: • Profile: 515K profiles on Bluepages; 6.4M+ searches per week • Communities: 4500+ public online communities, 2500+ private communities • WikiCentral: 25K+ wikis with 320K+ unique readers • BlogCentral: 62K users, 260K entries, 30K tags • Dogear: 485K bookmarks, 1.4M tags, 20K users • Activities: 50K activities, 425K entries, 80K users • Instant Messaging: 4M+ per day • Forums: more than 440K

22. IBM 2009 Social Media Marketing Summit #smm09 • 625 people attended the event : • 50+ local video conferences in five cities (Stuttgart, Paris, London, RTP, San Jose) • 184 in person at Yorktown Heights • 394 attend online Twitter #smm09

23. IBM Social Computing Guidelines IBM supports open dialogue and the exchange of ideas Responsible engagement in innovation and dialogue • Be who you are • Speak in the first person • Use a disclaimer • Respect your audience • 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. http://www.ibm.com/blogs/zz/en/guidelines.html

24. PartnerWorld Community New Live Chat capability Links to other Social Networking sites Feedback page Benefits Overview Description: • Collaboration through Web capabilities to enhance partner matching, business planning and social networking Deployment • 1H: Available WW in English only, launch communities • 2H: translation, new communities, new content • Q4: Platform enhancements (Lotus Connections 2.5) IBM Marketing and Sales: • Enhances channel management capabilities • Saves time & resources • improves value to IBM partners Business Partner: • Gain exposure • Enhance teaming and collaboration • Saves time and reduces costs • Broadens business opportunities

25. Use: • IBM Marketing / Sales and Business Partners to use “Show how to get started” section including links describing how to create a community profile, join a Community and learn more about using communities Note: • Participation requires membership in PartnerWorld • If not a PartnerWorld member, user must visit the PartnerWorld Registration page How do I get started ?

26. IBM Business Partner Call To Action Go to the PartnerWorld Communities landing page: http://www.ibm.com/connect/partnerworld/ Select “Show how to get started” drop down: “Create your Lotus Connections profile” Join the IBM PartnerWorld Community Participate in the following ways: Use the PW Community to expand your network, sharpen skills and collaborate more effectively (with other Business Partners and IBM) Create Forums and respond to Blogs to strengthen ecosystem relationships Utilize “Activities” to simplify collaboration with BPs & IBMers Find and Share information using Bookmarks, Tags and RSS Feeds Promote the PW Community Integrate the Community into your discussions with

27. Examples of SMM for IBM Smarter Planet China • China Smarter Planet blog (24,260 visits, 152 comments) includes a Forum section. • Smarter Planet Video sharing on Youku (China equivalent of YouTube) • (310,000 visits) Australia Facebook group "Smarter Planet Australia" • Twitter ID "Smarter Planet A/NZ“ • Engaged agencies to produce a ‘Listening post’ report into conversations occurring online about Smarter Planet.

28. Conversation : @Tropical_IT following @ibmpromos “I went to look at their tweets and noted his tweet about System x. Spoke to their BP rep and we are working w/ him to get a better price”

29. Mining Social Media for Sales Leads Methodology • Seekers monitor microblogs ( eg.Twitter) and IT forums for posts of interest. • Seekers hands off posts to the Sales team (responders). • Responders engage with the potential customer directly in the forum or microblog. Some responses become conversations, and some of these become validated leads.

30. Increase Registration: Smart SOA Linked in & Twitter Promo: One-on-One with Jerry Cuomo, our CTO Achieved 40% of our Promo Registration target w/in 72 hours

31. Results from using Twitter in IBM’s SOA World Tour! Run-up • 10% registration uplift • Nearly zero incremental cost Follow-up • Big bump in lead capture • Improved lead conversion rates up to 11% Execution • Save $100K • Collect hundreds of customer references

32. Energize through YouTube

33. Rational Software Conference: Social media highlights • Live displays of remoteRSC and RSC tweets • Links to social media on kiosks • Real Social at reception • Introduced attendees to Twitter, Flickr, Facebook, and RSC/Rational Support Blog • Provided an overview; let attendees sign up for Twitter and Facebook. • Displayed live streaming of #rsc2009 twitter feed. • Social media overview in RSC guides • Live stream during Mythbusters • 19 blog posts from Rational Support • Trended twice during the conference: June 1st - Scott’s opening keynote June 3rd - Mythbusters • 679 followers (140 started following during RSC)* • 345 fans (45 new during RSC)* • 1000 tweets using rsc2009 not posted by the official rsc2009 account (529 during RSC)* *As of June 4th at 12:30 p.m. EDT

34. Putting it All Together – Basic Recipe Goals: Greater volume of leads through more web traffic Improve conversion through positive experience

35. Putting it All Together – Advanced Recipe Goals: Greater loyalty through community collaboration Improve conversion through positive experience

36. The 6 rules of Social Media • Listen • Manage your brand reputation. (follow IBM Social computing guidelines) http://www.ibm.com/blogs/zz/en/guidelines.html • Be real, authentic, be candid, be YOU (People want to connect with real people) • Be patient. Let things grow organically • Give To Get (Take interest in others and share valuable information, even if it doesn’t benefit you directly) • Social media is about interaction & building relationship: It’s about joining the conversation

37. IBM Social computing guidelines http://www.ibm.com/blogs/zz/en/guidelines.html Recent trends in the global blogosphere? social media directory How do I make time to do social media ?! List of agencies who can help you in your social media campaign execution The Impact of Corporate Culture on Social Media The social media experiment is over. Now it's time to extract value. IBM SWG Social Media Marketing wiki Gina Poole, IBM goes to work, Gina Poole’s video Tap into the interconnected world and earn the rewards ! Get Marketing, Get Social IBM's social media marketing campaign hits the target! Exclusive Social Media event in IBM’s Virtual Forbidden City Play your imperial part in IBM’s Virtual Forbidden City (VFC) SOA Tour 5 reasons to twitter Jon Iwata's interview on You Tube References

38. “You have two choices. You can continue to lock yourself behind facile corporate words and happy talk brochures. Or you can join the conversation.”

39. Click here to visit IBM SWG Social Media Marketing Wiki PartnerWorld Communities landing page: http://www.ibm.com/connect/partnerworld/ Follow us on Twitter: www.twitter/delphrb Be my friend on Facebook Read my blog Join me on Linked in Blue Twitt me ! Start with social media today and earn your badges : Super Social Women Badge Social Media Marketer Merit badge 39 39

40. Instruments of Social Media Marketing • Social networks : These sites allow people to build personal web pages and then connect with friends to share content and communication. Like Facebook, MySpace. • Blogs : Perhaps the best known form of social media, blogs are online journals, with entries appearing with the most recent first. • Wikis:These websites allow people to add content to or edit the information on them, acting as a communal document or database like Wikipedia • Podcasts : Audio and video files that are available by subscription, through services like Apple iTunes. • Forums: Areas for online discussion, often around specific topics and interests • Content communities: The most popular content communities tend to form around photos (Flickr), bookmarked links (del.icio.us) and videos (YouTube). • Micro blogging: Social networking combined with bite-sized blogging, where small amounts of content are distributed online and through the mobile phone network like Twitter

41. WHAT IS IT? • A networking tool • Registered users can: • Connect with job candidates, industry experts, colleagues, & business partners • Maintain a list of contact details of people they know and trust in business AUDIENCE: Geography* & Age Range** FEATURES: BUSINESS RELEVANCE: • IBM has a strong presence on site: • Company profile; 183 IBM groups (employee- & technology-specific) • Top Industries: Technology, Finance, Media, CPG, & Entertainment (150 total)*** • Opportunity: • Target SMBs (500,000 registered) by identifying them through industry & interest search (get a paid account for greater flexibility) • Get involved through Answers section by providing insight on industry OWNERSHIP: *Alexa Traffic Rankings, 2008 **Quantcast, June 2008 ***Business Week, 2008 ****Go-to-Market Strategies, Resource Center, 2008 • Private: Independent 41

42. AUDIENCE: Geography* & Age Range** WHAT IS IT? • Creates original online programming for its clients about their brands • Promotes that content on social sites frequented by the target audience to initiate a relationship and discussion FEATURES: Engagement Roadmap BUSINESS RELEVANCE: • Podtech creates content for clients such as AMD, Microsoft, & HP • Top Industries: Technology, Finance, Entertainment, & Telecommunications • Opportunity • Follow competitors’ content to understand their strategies & how they engage with and listen to their audiences • Potential partnership in creating IBM material (ex:IBM Shortcuts Series) • Re-launch the now inactive PodTech India Platform by creating relevant content (i.e. training videos) OWNERSHIP: *Alexa Traffic Rankings, 2008 **Quantcast, June 2008 • Private: Independent 42

43. AUDIENCE: Geography** & Age Range*** WHAT IS IT? • An internet media search engine that helps users search through pictures, videos, music, and blog posts • Technorati indexes 112.8 million blogs and over 250 million pieces of tagged social media * FEATURES: BUSINESS RELEVANCE: • IBM is well covered in social media on Technorati: • tags include: microsoft, lotus, linux, technology, software, news, apple, google, domino, lenovo • Top Industries: Technology, Business, Entertainment, Politics, & Sports • Opportunity: • Create and tag engaging & interesting material that will gather votes and start a discussion OWNERSHIP: *Technorati, June 2008 **Alexa Traffic Rankings, 2008 ***Technorati, June 2007 (age groups <18 & 34+ are estimated based based on site reviews) • Private: Independent 43

44. IBM’s presence on site varies with the number of IBM-related submissions Search resulted in 300+ listings (most recent entry is ~1 month old) Top Industries: Technology, Entertainment, Education, & Politics Opportunity: Create fun and engaging material that will generate discussion and be featured and “Dug” on the site WHAT IS IT? • Site for users to share & discover content • Users submit their favorite media (video, blogs, photos…) & rate & comment other users’ submissions • #1 user-submitted new site worldwide* AUDIENCE: Geography** & Age Range*** FEATURES: BUSINESS RELEVANCE: OWNERSHIP: *Quantcast, March 2008 **Alexa Traffic Rankings, 2008 ***Quantcast, June 2008 • Private: Independent 44

45. IBM has a good presence on site: 22 IBM pages (products & recruiting); 50+IBM groups (employees/interns) Business & Technology groups revolve around schools, majors & just for fun Top Industries: Music, School/Colleges, Entertainment, Business, Technology Opportunity: Applications Cater to members with relevant business interests listed in profile The Visa Business network: application for small business owners AUDIENCE: Geography* & Age Range ** WHAT IS IT? • A social utility that allows users to connect and interact with other members through networks organized by city, workplace, school, and region FEATURES: BUSINESS RELEVANCE: OWNERSHIP: *Alexa Traffic Rankings, 2008 **Quantcast, June 2008 • Private: Independent 45

46. AUDIENCE: Geography* & Age Range** WHAT IS IT? • An image and video hosting website, web services suite, and online community platform • Site for users to share and comment on each others’ personal photographs • Used by bloggers as a photo repository FEATURES: BUSINESS RELEVANCE: • IBM has a good presence on site • Search led to 52,951 results relating to IBM (products, IBM-related events, buildings, technology…) • Most Popular Tags: Cities (NYC, London…), Countries (France, Germany, Japan…), Art, Architecture, Colors (Blue, Red…) • Opportunity: • Create a group tracking product growth through photographs (e.g. IBM through the years; new IBM products showcase) • Pose question on group discussion board to get members involved (i.e. How can technology be represented in photography?) OWNERSHIP: *Alexa Traffic Rankings, 2008 **Quantcast, June 2008 • Public: owned by Yahoo! 46

47. IBM has a presence on this site: IBM listed in users’ bios; Workers (ex: Don Neely for Lotus); IBM Pulse Top Industries: Technology, Politics, Gaming, Entertainment, & News Opportunity: Create multiple Twitter pages based on industry Post fun and interesting tweets that will drive followers to IBM portals/websites Include Twitter address on IBM forums and advertising to gain followers AUDIENCE: Geography* & Age Range** WHAT IS IT? • A free social networking and micro-blogging service that allows users to send updates ("tweets") • “Tweets” are text-based posts of up to 140 characters in length • Answer the question: What are you doing? FEATURES: BUSINESS RELEVANCE: OWNERSHIP: *Alexa Traffic Rankings, 2008 **Quantcast, June 2008 • Private: Independent 47

48. Think… “You have two choices. You can continue to lock yourself behind facile corporate words and happy talk brochures. Or you can join the conversation.”

49. IBM is mentioned and tagged on the site in: Jobs listings; User videos; Computer & Technology forums Top Industries: Music & Entertainment Opportunity: Business & Entrepreneurs and Science forums AUDIENCE: Geography* & Age Range** WHAT IS IT? • A popular social networking website offering an interactive, user-submitted network of friends, personal profiles, blogs, groups, photos, music, & videos for people internationally FEATURES: BUSINESS RELEVANCE: OWNERSHIP: *Alexa Traffic Rankings, 2008 **Quantcast, June 2008 • Public: owned by News Corp. 49

50. AUDIENCE: Geography* & Age Range** WHAT IS IT? • An online service to create, customize, and share a social network • Appeals to users who want to create networks around specific interests or have limited technical skills FEATURES: BUSINESS RELEVANCE: • Approximately 80 social networks related to IBM (products, culture, department, conferences…) • Top Industries: Technology, Culture, Entertainment, Music, & Schools • Opportunity: • Connect with existing IBM groups & see how can help them grow OWNERSHIP: • Private: Independent *Alexa Traffic Rankings, 2008 **Quantcast, June 2008 50