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Social Media and B2B Comms Lance Concannon, UK Social Media Lead , Text 100Joe Hanley, External Relations Director, IBM EMEAhttp://www.socialmedia-forum.com/europe/
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Social Media & B2B Comms
Joseph HanleyExternal Relations Director
IBM Europe
Lance ConcannonDigital LeadText 100 UK
• Watson• Brazil infrastructure thingy
Help!
I’m scared!
B2B Challenges• Niche audiences
• Less forgiving environment
• ROI question
• Brand management
Google+
Independent Facebook pages or groups
Official company Facebook page
YouTube
Independent third party Twitter profiles
Official company Twitter profile
Independent third party blogs
Wikipedia
Official company blogs
Company websites
Press releases
0 10 20 30 40 50 60 70 80
Most useful research channels
Preferred contact channels
Bonus statistic
2.6
IBM Case Study
IBM
• World’s second biggest brand*
• 100 years young
• 400,000+ employees
• $107 billion revenue 2011
*Interbrand 2011
IBM & Social Media
• Home to global
• Publish to provision
• Permission to policy
Strategy Thoughts
• Brand
• Skills
• Integrate
• Eminence
• Analytics
Optimise content for sharing
• Created a social media “Bible” for the comms team to help them ensure all content the produce is
Sales Eminence
Helping IBM’s consultants reach their audience
• Joe Hanley - @adare
• Lance Concannon - @concannon