This document discusses IBM's social media strategy and accounts. It notes that IBM has large follower counts on some platforms but low engagement levels. The document evaluates IBM's strategy of combining social media with traditional marketing and using their communities to represent skills and knowledge. It provides recommendations such as being more responsive on channels, running viral campaigns, and promoting products in a fun and humanized way.

1. Julia Bulterman, Ombeline Deschemaeker, Alberto Pinna,
Theresa Rabing, Jin Zhuan
Team 5

2. Brand identity

3. "No one ever got fired for hiring IBM"
USP

4. Followers 283k 67,6k 760,8k
97k
4m views
2,7m
Frequency everyday 1/week variable variable variable
Content
Technology
Science
Medecine
Events
Events
ThinkLab
Company culture
Events
Think Lab
Events
Innovation
ThinkLab
Jobs
Technology
Company culture
ThinkLab
Account type Several per topic Global Global Several per topic Dozens

5. Followers 283k 67,6k 760,8k
97k
4m views
2,7m
Frequency everyday 1/week variable variable variable
Content
Technology
Science
Medecine
Events
Events
ThinkLab
Company culture
Events
Think Lab
Events
Innovation
ThinkLab
Jobs
Technology
Company culture
ThinkLab
Account type Several per topic Global Global Several per topic Dozens

6. Followers 283k 67,6k 760,8k
97k
4m views
2,7m
Frequency everyday 1/week variable variable variable
Content
Technology
Science
Medecine
Events
Events
ThinkLab
Company culture
Events
Think Lab
Events
Innovation
ThinkLab
Jobs
Technology
Company culture
ThinkLab
Account type Several per topic Global Global Several per topic Dozens

7. Low-unknown
interaction
Low engagement

8. Active interaction
High engagement

9. High
engagement,
but low
response

10. Low interaction,
and low
engagement

11. Highest
engagement
level
But still low
response from
IBM...

12. Level of integration

13. IBM Watson

14. Strategic use of UGC
COMBINE SOCIAL MEDIA WITH TRADITIONAL MARKETING
WebSphere sMash
Developers discussed technical topics
Community represented a large skill and knowledge base
Channels
o IBM-hosted forum
o IBM-hosted blog
o Twitter feed

15. Service Oriented Architecture (SOA)

16. #bestpractice

17. Improvement
1. More responsive on certain channels (Facebook, Twitter)

18. 2 .Viral campaigns to grow followers

19. 3. Promote the Unique Selling Point and Products by humanizing
Humanizing and showing the benefits in a fun way
WATSON

20. #ThankYou