Archive for October, 2009

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Listening is 50% of the value of a Social Business!

October 30, 2009
Social media listening involves gathering and analyzing content from blogs, tweets, boards and news posts. Listening means both broadly searching for trends and narrowing as well the online universe prior to a set of topics and sub-topics. What is a Jam? 

  • A high-profile online event
    • 16 weeks of event preparation (based on IBM’s Jam experience)
    • Requires support of senior business executives (e.g., CEO, Board-level, Business Unit leader)
    • Requires client to marshall support from across the enterprise
  • Specific in duration, typically ranging from 72+ consecutive hours
  • A defined agenda, focused on strategic & critical enterprise issues
  • A real-time discussion database with ideas, best practices & employee sentiment
  • A disciplined “behind the scenes” human planning and orchestration effort
  • Real-time text mining & analysis to surface and steer live discussion trends
  • Robust event hosting infrastructure (same as US open, Wimbledon)
  • 2-3 weeks post-event research & analysis
  • An event report with key conclusions and an action plan

Jams have been strategic to IBM in multiple ways

    • Enabling culture change: catalyze a culture of individual empowerment, trust and innovation; strengthen employees’ feelings of opportunity and connection to the company; route around middle-management territoriality and controls; unleash the employee population.
    • Improving operations: socialize best practices; lower the center of gravity; change policies and processes, aligning them with our values.
    • Introducing a new level of collaborative innovation: new approach to EBO/new business creation – InnovationJam.
    • Laying the path – culturally, operationally and strategically – for IBM’s strong move into Web 2.0 and virtual worlds: Show IBMers how safe and easy it is to collaborate more openly; IBM went from perceived irrelevance to perceived leadership in Web 2.0 over five months in 2005
    • Differentiate IBM from competition: Unique, home-grown brand and expertise in Web 2.0 and social software/social networking.

Another great example is what the IBM Lotus team launched exciting, innovative and new “Lotus Knows” marketing initiative targeting the influential end-user audience to broaden and deepen enthusiasm for Lotus collaboration technology. (You can follow the campaign at #LotusKnows).

 
 
 

The goal of the campaign is to reach a key audience — the pacesetter users — key influencers in collaboration. On August 19th, in order to see what the tippers and key clients and partners had to say, they held an IdeaJam. It was an opportunity for all to share their thoughts, ideas and experiences to help shape our strategy and communications around the Lotus Knows campaign.

The Jam was divided into four core themes:

1. “Lotus knows working smarter depends on great technology…” – Cool features of Lotus technology that you cannot live without, or that people do not know about

2. “Lotus knows marketing is key to technology adoption…” – Ideas on how you would build awareness and evangelism in our market

3. “Lotus knows technology is only great with client success…” Customer success stories (roll out strategy, communications, education, etc.)

4. “Lotus knows the world is getting smaller, flatter and smarter…” Ideas about how end-users have benefitted from Lotus offerings around the world

Jammers were able to vote and promote ideas so that hot topics would bubble to the top. Jammers were able to vote and promote ideas so that hot topicbubble to the top. After the Jam, the top ideas in each theme will be collected and evaluated for potential use during the campaign.

I love Jams and the power they bring in helping crowdsourcing innovative ideas!!

 

 

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Wake the Beast – I love it!

October 29, 2009

“Wake The Beast” — OK, well, I just got around to writing this since my trip to Ireland a month ago!!!

I think the Honda Civic campaign called “Wake The Beast” is super cool!

Did you see it?   It was launced in Ireland — where I just was for a meeting in Dublin with partners!  I saw it on a  large billboard featuring Honda Civic R image with a tagline  ‘Wake the Beast’.
The beauty of this campaign is that people can  send a sms message “Text START to the short code 51500″ to start interactions with the bill board advertisement, this call to action (sending sms) will trigger the lights on the car to light up and smoke to billow from the exhaust of the car on the poster while user gets a link to Honda Civic R Mobile website so they can browse for more information and can receive the ring tone of engine roar.

Below is the video showing, how people can interact with the billboard display:

This is social media at its Max!   It is a way to ENGAGE the user, CONNECT with the texter, and CREATE a new image for Honda!

I love it!

 

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Google to use Twitter Posts in their Standard Search! Woot!

October 28, 2009

Google is planning to soon return Twitter posts in their standard search results.  This will have HUGE implications for companies!  It sounds like from Google’s announcement that they will sift and sort years worth of previous twitter posts into search results related to keyword searches.

http://www.informationweek.com/news/internet/google/showArticle.jhtml?articleID=220900052&subSection=News

(Note that the twitter announcement is at the bottom of the article.)

Talking to Dave McCoy at Gartner it seems that the more important announcement rather than the general social media search returns mentioned because the social media returns require that a searcher have a Google account and profile, be logged in, and have a previous database of searchable social content that is connected with their Google’s contacts list.  Since twitter posts are essentially a public microblog, they won’t require these prerequisites in order to show up in the returns.

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Faberge and the Inner Sanctum!

October 7, 2009

 I am here in Europe for a few sessions with Partners!  One of the funniest ones was with Louise Grey, the CEO of MVM on a luxury goods, personalization and social media panel.  I spoke on the panel using our IBM customer, Faberge, as an example.

Our Story! Faberge is a boutique that designs and sells one of a kind works of art and jewellery.  The company wanted to revitalize their business model, establish itself as a premiere world luxury brand, and define an online approach to selling its high-value luxury items that avoided the usual mass market, self service format of the web.  Their aim was to make the experience truly interactive by providing each client with a real life personal sales advisor as they would find in a traditional, high end boutique.   The new site would also become the hub around which all client interactions would be constructed, thereby providing global reach and accessibility without the constraints or cost of a physical store network.

The key was to free the client to choose how, where and when they purchase.  With the new on-line experience, Faberge creates the impression of depth:  of a multitude of shops and products accessible to their connoisseur clients, backed with the quality of 1:1 VIP experience found in a private salon.

The initial Web Site

The initial Web Site

Experience from our Visioning Session! The online experience delivered by IBM translates the key elements of the traditional high end luxury good shopping process into an online paradigm that reflects traditional VIP private selling methods based on highly interactive and personal service. Prospective clients are required to pass through a filtering process in order to access the exclusive ‘inner sanctum’ where they can explore and interact with Faberge products. As the customer builds trust and explores, more of the product catalogue is progressively revealed.  Access to a personal agent is provided, avoiding mass market self service, and at the client’s discretion, can conduct a unique interactive dialogue via the medium of the web and assist by pushing items to the client’s browser and exploring them with the client. The result is multi-layered access, detail and exploration -Initial access to all via website.  Access to inner sanctum is via agent enablement, inivitation or mentor recommendation. 

Trust Builds! As the customer explores or returns to the site, rules unlock further elements making it a constantly developing experience -Agent may remotely(off line) or interactively expose further elements of the catalogue for a customer at any time and determine if they are VIP.  VIP status is progressivey earned or can be given by agent.  Pretty impressive and innovative use of social tools to match the company’s goals.

Pages after trust builds!

Pages after trust builds!

 

 

Launch in Sept 2009!  The launch of Faberge’s site was a huge success, giving clients wishing to purchase their own personal sales advisor who provides a live 1:1 interactive sales service via video, telephone or live conversation text. The interactive platform model allows continuing development and the addition of further capabilities.  These include the ability to involve other parties in the on line interaction and ensure the collection can be refreshed with new pieces.

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