ibm swg social media marketing delphine remy boutang 3rd march
TRANSCRIPT
© 2009 IBM Corporation
Social Media @ IBM
Social Media and the Employment Relationship 3 March 2010 - Grange Holborn Hotel – London, UK
Delphine Remy-Boutang,
WW Social Media Marketing Manager IBM Software Group Marketing 2.0
© 2009 IBM Corporation
Social media are the forums, blogs, social networks, chat and any other media where users communicate with one another
Social Commerce
Participation
Community
Social Networks
Blogs
Virtual Worlds
Online Communities
Video and Photo Sharing
Collaboration
Micro Blogging
Tumblelogs
Social Bookmarking
Sharing
•You Tube•SlideShare
•Wikipedia
•Digg•Del.icio.us•Search tag
clouds
•Facebook•LinkedIn
•Second Life•Multiverse
•Amazon Affiliates•ThisNext
•Twitter• Jaiku
•Tumblr•Ozimodo
Social Media defined
© 2009 IBM Corporation
Social media… It’s all about YOU…
YOU can connect with anyone
Anyone can connect back, help YOU , talk to you
© 2009 IBM Corporation
IBM’s Social Media engagement Goals
Our goal is to use social engagements to
enhance the brand and support the
brand strategy in 4 key ways
Our goal is to use social engagements to
enhance the brand and support the
brand strategy in 4 key ways
© 2009 IBM Corporation
1- Deepen relationships with our constituents by designing intentional experiences
2- Position IBM as the agenda setter by extending our participation in conversations
3- Deliver IBMers and their expertise – and the depth and breadth of IBM’s global workforce
4 - Gain insight to inform offerings and improve constituent relationships
Source : Adam Christensen
© 2009 IBM Corporation
IBM recently recognized by one of the “Smartest Big Brands
in Social Media
© 2009 IBM Corporation
Different times, different ways of finding a job
© 2009 IBM Corporation
How to people find out about jobs?
Experts in their area of interest
Friends
Specialized magazines
Communities
INTERNET
Phone
Face to Face
Offline magazines
© 2009 IBM Corporation
Our world is becoming
INSTRUMENTEDOur world is becoming
INTERCONNECTEDVirtually all things, processes and ways of working are becoming
INTELLIGENT
Leading the transition to a smarter planet
Social media revolution
© 2009 IBM Corporation
Social theory of the interwebs
Most web interactions with our brand/content aren’t on our website anymore
New Social rules :
– We don’t host the parties– We need to find them– We need to make nice– We need to invite people back to ours
“Humans are social beings, they like to share things, talk together and technology lets them do it on an unprecedented level”
Ken Mandel. Regional MD, Yahoo! South East Asia
© 2009 IBM Corporation
OK, but how do we reach all these people candidates talk to? Or candidates themselves?
Web 2.0 makes social media “digital” conversations possible
Enables Ideas to Easily Spread and Evolve
Technology Infrastructure Process
Opinions Discussion Content
The “network” Continuous dialogue
Social Media web-enables word of mouth…
the most powerful kind of marketing
“I went to an interview @Ford today and it was so cool. Much better than I imagined ”, viaTwitter
© 2009 IBM Corporation
Social Media Changes Recruitment to a Conversation
Candidates comment on your blogs
They talk about bad and good experiences
They look for jobs
They create “hate” sites if theyreally don’t like your company
They look for “cool” companies and employees (who blog about jobs, spread the word about vacancies, talk open to the candidates and are NOT afraid to answer a question publicly)
Web 1.0 users were consumersWeb 2.0 users are participants
People find out about jobs via social networks, experts’ or friends’ blogs or twitter. Don’t think everyone is visiting your internet page to check for jobs: bring people to it!
Trying to “control” the conversation will becounterproductive and potentially harmful
© 2009 IBM Corporation
Web 2.0 Is Not Just a B2C Phenomenon; IT Professionals Participate in Social Media for Work Related Purposes
Over 90% of the technology prospects go online to find information before a purchase decision
Peer opinions matter the most in the technology buying process. (Source Forrester)
40% of B2B buyers are advocates (Source: Zuberance)
70 % of IT professionals actively participate in work-related online communities. (Source: e-Marketer)
This is not about B2B or B2C anymore
Welcome to the C2C era
© 2009 IBM Corporation
14
Public
spaces
Firewall
Intranet Internet / worldClients
Partners
Experts
Employees
• Find and qualify
• Know, contribute network
• Discover information
• Develop trust, credibility
Social search
Clients and Partners
• Find and qualify
• Know, contribute, network
• Discover information
• Develop trust, credibility
Blue 2.0 i/e Profiles
Public Conversations
Communities and Teams
Meetings
Business Processes
Experts
Experts
Source: Jennette Browning, IBM
IBM Social Media Landscape
Become more competitive
Build trust
Gain more insight faster by going where my customers are communicating
Better team collaboration
Faster communication
Create new customer relationships
Grow existing customer relationships
Better connect to target audience
Grow my reputation internally Grow my reputation externally
© 2009 IBM Corporation
IBM Case Study: Leveraging Social Software Internally
Social networking as a great way to improve productivity and effectiveness,
especially in today's business environment where it's estimated that employees
spend 25% of their time looking for information, and 42% of employees use the
wrong information to make decisions... ouch!
Social networking as a great way to improve productivity and effectiveness,
especially in today's business environment where it's estimated that employees
spend 25% of their time looking for information, and 42% of employees use the
wrong information to make decisions... ouch! (IBM Smarter Work)(IBM Smarter Work)
© 2009 IBM Corporation
BlueIQ: Driving Social Software Adoption at IBM
...in 46 Countries
...from every IBM Business Unit
920+ BlueIQ Ambassadors...
Online Resources:
Getting started In-depth solutions guide Success stories of other IBMers using social software
Ready to get started? Checkout BlueIQ Resource Center.
“Volunteer Army” of IBMers helping other IBMers:
Clinics – help individuals get started 1:1 “Lunch & Learns” - half to two hour session for a group of individuals JumpStart – consulting engagement to get a team or a community get
started
Need help? Ask one of the BlueIQ ambassadors who tagged themselves.
BlueIQ: Driving Social Software Adoption at IBM
-Improve the productivity of IBM SWG client facing individuals and teams- Establish IBM as the showcase for the business benefits of social software
© 2009 IBM Corporation17
Quickr
369,700(57% outside the US)
96,600
215,400
19,600
11,200
64,400
57,800(60% outside the US)
72,844(33% outside US)
88,300
591,583 profiles
5,000
Lotus Connections (on Technology Adoption Program)
Source : Maria Arbusto
IBM Social Software Adoption: Total Users
© 2009 IBM Corporation
*Source: IBM Community of Practice Business Impact Survey completed by approximately 2,300 respondents.
IBM social software benefits acknowledged by % of survey respondents
87%
84%
84%
77%
74%
42%
60%
65%
65%
0% 20% 40% 60% 80% 100%
Increased skills
Accessed experts quicker
Shared know ledge w ith others
Reused assets
Increased productivity
Improved personal reputation
Increased sense of belonging
Increased sales
Improved customer satisfaction
BlueIQ: Internal Impact of Social Collaboration
87% of IBMers collaborating with others using social software increase skills
84% access experts quicker
74% increase their productivity
64% improve personal reputation
© 2009 IBM Corporation
IBM Case Study: Leveraging Social Media externally
“Social networking is expected to have generated $4.8B in revenue by 2012 for IBM.” (IBM Horizon Watch)
“Social networking is expected to have generated $4.8B in revenue by 2012 for IBM.” (IBM Horizon Watch)
© 2009 IBM Corporation
378,000+ (*including Alumni)
39,000+ users, 500+ IBM groups(65% outside the US)
80+ accounts using “IBM” in the name(25% from outside the US) – over 3,000 IBMers on Twitter
200+ IBM channels
75,000+
100,000 IBMers collaborating with 200,000 non-IBMers
166 communities, 200+ blogs, 5000+ profiles
Social Media Outside the IBM Firewall examples
Source : Maria Arbusto
(including Alumni)
© 2009 IBM Corporation
2/Listen to your audience
3/ WHO:
Target your audience
Understand digital behaviors
Develop social media map
Identify needed experts
4/ WHERE: Environment
WHAT: Experience
Select appropriate social media
networks, tools, and content
5/ HOW: Deployment: Empower
Consumer advocacy (Participation)
Identify available/required assets
And resources for participation in
the most relevant conversations.
Train the experts
6/RESULTS: Measure those things that will best help you determine the impact of your involvement and participation
1/ WHY: Establish your core business objectives
21
7/Maintain the relationship
Social Media Marketing at IBM: 7 Key Steps
Source : Todd Watson and Delphine Remy-Boutang
© 2009 IBM Corporation
• IBM provides a variety of education and enablement materials for social media marketing, including:
• Education sessions to share social media marketing best practices, techniques, and technologies.
• Social media marketing “best practices” and out-of-the-box campaign methodology.
• Blue IQ Community
• IBM SMM Community
Super Social Women Badge
Social Media Marketer Merit badge
• IBM SMM Summit New York June 09
Review presentations (charts and audio recordings) from 2009 Social Media Summit
IBM Social Media Marketing Enablement
© 2009 IBM Corporation
IBM Social Media Program Office: Mission
Gap– Global Marketing and Communications teams driving IBM’s nascent social media
programs agree greater cross-IBM coordination and metrics, and principles would greatly accelerate efficient implementation of their social media marketing programs
Social Media Program Office– Provide social strategy guidance and aid IBM’s social media marketing programs via
new cross-IBM functionality– Capture potential revenue opportunities and reduce costs/resources required to
execute social media programs, ensuring they are carried out consistently and successfully in accordance with IBM business strategies
“Social media requires a community management
model where leadership is distributed, all
participants have voice, and employees and/or
customers feel they can initiate change.”
– IDC #socialbiz
© 2009 IBM Corporation
Getting started
Who needs to be involved?
HR professionals need to start using social media and let people know about good reason for working at IBM
HR can work with Comms in identifying IBMers who are very active in social media (blog, twitter, etc) willing to share their experiences and promote IBM on their sites
HR needs to engage itself in conversations in IT blogs, forums, etc and ANSWER questions
Source: Silvia Mihailescu, IBM Communications - BlueIQ AmbassadorSource: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
© 2009 IBM Corporation
Getting started: example of tools that I can use and how?
Social networks
Create an account in Facebook, Linked.In or XING
Use your account for delivering messages to your network, create and join groups and create events.
Add your company’s JOBS page to “My page” or “My links”
Spread the word about openings
Create events supporting real job fairs or virtual fairs you are organizing (allow people to enroll and ask questions about it online)
Discuss about your company with your direct network. Use a friendly but professional style, otherwise people may leave your network!
Source: Silvia Mihailescu, IBM Communications - BlueIQ AmbassadorSource: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
© 2009 IBM Corporation
Example: Using Facebook for promoting recruitment events
Searching for “IBM events” returns over 500 results on
People can:
RSVP for an event
add comments
find out details
share it with their network (e.g. friends looking for jobs)
Use it when:
you plan a local job fair
Organize an university event
etc Source: Silvia Mhailescu, IBM Communications - BlueIQ AmbassadorSource: Silvia Mhailescu, IBM Communications - BlueIQ Ambassador
© 2009 IBM Corporation
Connect to the Greater IBM network and share jobs through it!
Grew from 400 members to 25,000 in 2007–13K alumni registered around the world
Source: Silvia Mihailescu, IBM Communications - BlueIQ AmbassadorSource: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
© 2009 IBM Corporation
Getting started: What tools can I use and how?
Blogs
Comment on industry experts’ blogs about working at IBM
Create blogs about HR specific topics and news on hiring or talent management and allow candidates to find you (yes, blogs, videos, tweets and more improve your google search results!)
you can use the platforms below: blogger, wordpress
Ask IBMers to blog about their experience on working at IBM
Source: Silvia Mihailescu, IBM Communications - BlueIQ AmbassadorSource: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
© 2009 IBM Corporation
Blogs
By IBMers: ibmglobalcareer.blogspot.com
By Industry Experts: www.web-strategist.com
Source: Silvia Mihailescu, IBM Communications - BlueIQ AmbassadorSource: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
© 2009 IBM Corporation
Tweet about openings at IBM
Twitter.com is a rapidly growing environment for sharing fast news, opinions, etc in max 140 characters
HR can use for example the @IBMjobsRussia account to post news about jobs in IBM Russia, link to GOM, allow candidates to FOLLOW the user and ask questions, share the news, ask questions about working at IBM etc.
HR can create public profiles, link to IBM Openings in the WEB section and start following IT specialists or targeted candidates groups (eg. ITcommunityRussia)
Use #channelname to add news to your channel and @username to send a comment to a user
Example on how UK HR uses twitter: @ibmukcareers
Source: Silvia Mihailescu, IBM Communications - BlueIQ AmbassadorSource: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
© 2009 IBM Corporation
Example Using twitter: search results for jobs for programmers
Source: Silvia Mihailescu, IBM Communications - BlueIQ AmbassadorSource: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
© 2009 IBM Corporation
Linked.In + HR = BestFriends Forever!
LinkedIn has a 40+ million network of professionals
from over 150 countries.
How do I use it as a recruitment tool?
You create a profile, invite connections, build
your network and search candidates - rather like networking in person but with greater coverage.
Source: Silvia Mihailescu, IBM Communications - BlueIQ AmbassadorSource: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
Linked-in, Join the conversation
© 2009 IBM Corporation
Grow your network and have access to 1st and 2nd degree connections.
Include the link to your local career site: www.ibm.com/start/pl NOT http://www-05.ibm.com/employment/pl
Update your profile with what you are working on: ‘Looking for an Alliance Business Dev Manager based in Prague’
Build up your recommendations
Source: Silvia Mihailescu, IBM Communications - BlueIQ AmbassadorSource: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
© 2009 IBM Corporation
1. Posting jobs on groups
2. Posting relevant
discussion items
(ie: new SAP Competence
Center in IBM Poland)
Groups on Linked-in
Note: Do not use the ‘Discussions’ section to advertise jobs, always use the ‘Jobs’ section otherwise you may be banned from the group.
Source: Silvia Mihailescu, IBM Communications - BlueIQ AmbassadorSource: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
© 2009 IBM Corporation
USE TWITTER to feed LINKED.IN and FACEBOOK ;-)
You can choose which LinkedIn status updates you share with Twitter, as well as which tweets are displayed as your LinkedIn status.
Use #in or #li to share posts from Twitter to your LinkedIn status.
Check the Twitter box to publish your Linkedin update to Twitter.
Source: Silvia Mihailescu, IBM Communications - BlueIQ AmbassadorSource: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
© 2009 IBM Corporation
Interact with candidates
Use Dialog Boxes on job openings’ page: HR specialists could offer advices in an interactive way (see example below on how you can find out more about a software product in Germany)
Source: Silvia Mihailescu, IBM Communications - BlueIQ AmbassadorSource: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
© 2009 IBM Corporation
YOUTUBE
Use Youtube in 2 ways:
Promote existing videos from IBM –Research, Advertising, etc (search for IBM)
Create your own content like– Interviews with your HR
Leader on Career@IBM– Employees talking about
their job@IBM (eg java programmer, consultant etc)
– Newhires reporting their first 3 months @IBM through weekly reports- 2mins
– And more …
Source: Silvia Mihailescu, IBM Communications - BlueIQ AmbassadorSource: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
© 2009 IBM Corporation
Getting started: What tools can I use and how?
Virtual worlds
One of the most popular platform for organizing virtual recruitment, university or alumni events is Second Life (secondlife.com).
IBM has various locations (islands) in Second Life and some dedicated to recruitment like UNIVERSITY RELATIONS island or IBM Brno island (see pic on the right)
You can plan when to organize an event, what you want to use (projecting a presentation, allowing participants’ avatars to take a survey, find openings) give virtual t-shirts and other give-aways to participants and much much more.
Major advantages: IT candidates enjoy experiences in a high tech environment
Cheaper than a real event
Fun and exciting
Can involve people from various locations both from IBM or externally!
Want to run a recruitment event in SL? contact Silvia Mihailescu, Maria Izabel Vinha Vieira or Robi Brunner
Source: Silvia Mihailescu, IBM Communications - BlueIQ AmbassadorSource: Silvia Mihailescu, IBM Communications - BlueIQ Ambassador
© 2009 IBM Corporation
Example of what other IT providers do in Social Media for HR
© 2009 IBM Corporation
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.
- IBM supports open dialogue and the exchange of ideas- Responsible engagement in innovation and dialogue- To learn, to contribute (source: Adam Christensen)
‘In the social media, the IBM employee is the brand’
Social Media Conduct at IBM: Built on Employee Trust
© 2009 IBM Corporation
Social Computing Guidelines-Executive Summary
Know and follow IBM’s Business Conduct Guidelines.
IBMers are personally responsible for the content they publish on blogs, wikis or any other form of user-generated media. Be mindful that what you publish will be public for a long time – protect your privacy.
Identify yourself – name and, when relevant, role at IBM – when you discuss IBM or IBM-related matters. And write in the first person. You must make it clear that you are speaking for yourself and not on behalf of IBM.
If you publish content to any website outside of IBM and it has something to do with work you do or subjects associated with IBM, use a disclaimer such as this: "The postings on this site are my own and don’t necessarily represent IBM’s positions, strategies or opinions."
Respect copyright, fair use and financial disclosure laws.
Don’t provide IBM’s or another’s confidential or other proprietary information. Ask permission to publish or report on conversations that are meant to be private or internal to IBM.
Don’t cite or reference clients, partners or suppliers without their approval. When you do make a reference, where possible link back to the source.
Respect your audience. Don’t use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be acceptable in IBM’s workplace. You should also show proper consideration for others’ privacy and for topics that may be considered objectionable or inflammatory - such as politics and religion.
Find out who else is blogging or publishing on the topic, and cite them.
Be aware of your association with IBM in online social networks. If you identify yourself as an IBMer, ensure your profile and related content is consistent with how you wish to present yourself with colleagues and clients.
Don’t pick fights, be the first to correct your own mistakes, and don’t alter previous posts without indicating that you have done so.
Try to add value. Provide worthwhile information and perspective. IBM’s brand is best represented by its people and what you publish may reflect on IBM’s brand.
© 2009 IBM Corporation
© 2009 IBM Corporation
And remember:
1. Get to know your audience…online
2- Participate in the Social web
3- Map requirements to relationship lifecycle objectives
4- Just because you “can” doesn’t mean you “should”
So are you ready For Social Media?
The 6 rules of Social Media
1. Listen
2. Manage your brand reputation above all
3. Be real, authentic, be candid, be YOU (People want to connect with real people)
4. Be patient. Let things grow organically
5. Give To Get
6. Social media is about interaction & building relationship: It’s about joining the conversation
The 6 rules of Social Media
1. Listen
2. Manage your brand reputation above all
3. Be real, authentic, be candid, be YOU (People want to connect with real people)
4. Be patient. Let things grow organically
5. Give To Get
6. Social media is about interaction & building relationship: It’s about joining the conversation
Social Computing Guidelines
© 2009 IBM Corporation
Still Thinking Social Media is Only For Generation Y?
© 2009 IBM Corporation
“You have two choices. You can continue to lock yourself behind facile corporate words and happy talk brochures. Or you can join the conversation.”
Delphine Remy-Boutang, WW Social Media Marketing Manager IBM Software Group Marketing 2.0Twitter: @delphrb
Thank You!
Think Again
© 2009 IBM Corporation
Acknowledgement and links
Business Conduct Guidelines
Social Computing Guidelines
Gina Poole, IBM goes to work, Gina Poole’s video
The Impact of Corporate Culture on Social Media
The social media experiment is over. Now it's time to extract value. Jon Iwata's interview on You Tube
HR slides were sourced by Silvia Mhailescu, IBM Communications - BlueIQ AmbassadorSilvia Mhailescu, IBM Communications - BlueIQ Ambassador
Social Media directory