© 2010 IBM Corporation Midias Sociais Colocando a Teoria em Prática Cezar Taurion Gerente de Novas Tecnologias Aplicadas

© 2010 IBM Corporation IM AR 2 A evolução da internet Web 3D Web 1.0 Web 2.0 Paginas informativas com texto e gráficos Usuários gerando conteúdo, blogs, wikis, mashups visando compartilhar Ambiente altamente social, criado pelo usuário Conteúdo Acesso Participar Busca Colaborar Co-Criação Comunicação, RH, Compras, Marketing, Treinamento Colaboração, Treinamento, Marketing Desenvolvimento de Produtos/ Serviços, Otimização do Trabalho, Educação, Comunidades Negócios

IM AR My DeveloperWorks  É uma rede social que explora o potencial de interconexões, equipamentos e conhecimentos entre pessoas, empresas e tecnologias

© 2010 IBM Corporation IM AR Conquistas do My developerWoks  Rede social de 8 milhões de profissionais de TI em todo o mundo  Mais de um milhão de usuários no Brasil.  Contém 30.000 artigos, fóruns que atraem 1 milhão de visitantes por mês, 400.000 perfis ativos, 800 bloggers e 450 wikis A IBM economiza $ 100 milhões ao ano com as pessoas que usam esse recurso em vez de entrar em contato com o suporte técnico da IBM. Forrester Groundswell Award na categoria B2B de Suporte – Out/2010

© 2010 IBM Corporation IM AR 8 A Social Network Has Three Requisite Elements That, When Combined, Deliver Network Value And Can Help Drive Business Results 8 you me 2. Volume of Interaction 3. Number of Participants 3 Elements of Network Value 1. Contributions Successful social media strategies drive these three elements

© 2010 IBM Corporation IM AR 11 …o tempo ocioso de cada um dos cerca de 2 bilhões de PCs e laptops espalhados pelo mundo pudessem se unir a favor dos maiores problemas da humanidade? …cientistas pudessem ter acesso a um poder computacional extraordinário e reduzir drasticamente o tempo de pesquisas de anos para meses?

© 2010 IBM Corporation IM AR 15 New product is announced News is released on tech-portals Joe reads about it and decides to put it on his blog He searches for images, video clips, and product info for his blog Jane likes the cool clips and puts it on her blog too Blogs, comments, reviews are featured on IBM.com as 3 rd party unbiased reviews Promo clips and product presentations uploaded to media- sharing sites More people find out about IBM’s new product They talk about it… They write reviews… From a single person, viral spread of info takes place, reaching people who otherwise would not have known about the new product $$$ 15

© 2010 IBM Corporation IM AR 16 Your organization is planning an upcoming event at a local hotel and you want to get the word out. My guest list for my event is somewhat limited and I’d like to reach a broader audience I’d like to give my guests an update the entertainment, I’ve just booked a great performer My event was a big success and now I want to show everyone else how much fun it was But I have photos I want to publish too I want to encourage more people to attend next year

© 2010 IBM Corporation IM AR 17 Non-profit organizations are using social networking platforms for a variety of different reasons based on their resources, their comfort level with social network platforms and their requirements. The following are a few reasons why social networking platforms would be used by non-profits: ► Reach a wider audience ► Reach a different generation or age group ► Enable feedback from constituents ► Get the word out for a new campaign or program launch ► Reduce costs of traditional marketing and communication ► Publish Event Information ► Encourage a new group of volunteers ► Increase fundraising reach ► Solicit/encourage feedback – “I wouldn’t miss this event!” Why are non-profits using social networking?

© 2010 IBM Corporation IM AR 19 What else should I think about? Steps for your organization to consider as you proceed with social networking initiatives: Step 1 – Assemble a Task Force The Task Force consists of the key team members and key stakeholders who will be the social networking experts and help to solve issues as they come up. This task force can also include your target audience, talk to them, they will help you determine a successful direction. Step 2 – Establish a Governance Policy and Plan Discuss the privacy policy with the legal team and determine if the policy needs to be updated. Determine how your organization will store and collect information from minors and adults. A moderation strategy can also be part of the Governance Plan. Step 3 – Define your social networking plan This social networking plan includes the platform (Facebook, YouTube, Blogs, wikis, chat). It also includes the marketing plan to ensure that if you “build it they will come”. Establish the project’s success criteria for future evaluation. Step 4 – Run through some “what if “scenarios” The Task Force can brainstorm some worst case scenarios and role play some possible reactions and solutions. These reactions and solutions can be assembled in to a mitigation plan. This can assist your organization to respond quickly in the unlikely event that a worst case scenario actually occurs. Step 5 – Implement your plan Implement the plan and once the event is complete, evaluate your results against critical success factors. Once your results have been assembled, go back to your target audience and discuss ways for continued improvement. 1 2 3 4 5 STEPSSTEPS

© 2010 IBM Corporation IM AR 20 Link Social Strategy to Business Objectives  The first step in developing a social media strategy is to understand what you want to accomplish.  The Social Strategy should directly support or link to a goal in your overall business strategy.  The Social Strategy should be embraced at all levels of the organization.  With any objective you set out to achieve, you want to make sure your stated objective is “SMART” (specific, measurable, attainable, realistic, and time-based). Some Example Objectives Of A Social Strategy Listen and Learn Build Relationships Improve Brand Reputation Content Generation Search Engine Optimization Customer / Partner Support Idea Generation Promoting Action Drive to Website Source: Developing a Social Media StrategyDeveloping a Social Media Strategy

© 2010 IBM Corporation IM AR 22 Identify & Locate Target Audience(s) We help them understand how, where, and why the segment uses the social media. We pay attention to gender and demographics We identify who is impacting the market conversation the most.

© 2010 IBM Corporation IM AR 23 Engage In Conversations Social media platforms help facilitate conversations between individuals, not companies. This step is all about building relationships with target audiences. People want to have conversations with company representatives who are… Experts in their area, Passionate about their work,and Empowered to act on the feedback they receive from the community..

© 2010 IBM Corporation IM AR 29 Empower Your Advocates Why develop advocates? –Build brand loyalists. –Empower them to positively influence others Advocates are trusted members (non-employees) of the online communities who can help you achieve your social objectives. How to create advocates? –Engagement (conversation) –Transparency (visibility) –Authenticity (honesty, straightforward behavior)

© 2010 IBM Corporation IM AR 31 Measure and Harvest Insights Why understand the impact? ► Measure progress. ► Quantify return on investment ► Benchmark against future efforts. This is perhaps the most important, but also the most challenging step in the seven step social media marketing process

© 2010 IBM Corporation IM AR 32 Metrics:  Volume of conversation  Expansion of conversation  Usage of key words and tags  Metrics:  External search referrals  Inbound links from 3rd party social computing sites  Prioritized list of influencers and impact  Metrics:  Total distribution of assets  Downloads  Natural search rankings Metrics:  Number of participating members (e.g., visits, unique visits, etc.)  Volume of posts/questions  Registrations Metrics:  Online buzz and sentiment  Increased leads Sales and revenue Monitor the Market Conversation Understand the Impact Empower Customer Advocacy Maximize Digital Asset Distribution Identify & Engage the Influencers Metrics for measuring the effectiveness of social computing efforts Metrics Process Systems & Tools

© 2010 IBM Corporation IM AR 33  Stop Talking, Start Doing ► Practice makes perfect. ► Use the social media for your own purposes. Join LinkedIn, Facebook, Twitter, etc. and network with your peers, friends, family Identify your own work-related connections and work to understand the personal benefit you’re receiving  Declaration of Identity ► Be transparent in your social media marketing efforts ► Identify your association -- don’t pretend to be someone you’re not.  Rome Wasn’t Built in a Day ► Tap into the power of low-hanging fruit first Social bookmarking, tagging, user ratings and rankings, search, etc. ► Pilot social media capabilities where they make the most sense to you as a consumer ► Identify pilot activities for your program execution How You Can Get Started With Social Media

© 2010 IBM Corporation Midias Sociais Colocando a Teoria em Prática Cezar Taurion Gerente de Novas Tecnologias Aplicadas

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© 2010 IBM Corporation Midias Sociais Colocando a Teoria em Prática Cezar Taurion Gerente de Novas Tecnologias Aplicadas

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