IBM’s presentation at this year’s WOMMA Summit absolutely floored me. One of the oldest companies in attendance, Big Blue has one of the most unsiloed,  fascinating approaches to social media I’ve seen yet. Just like my last recap post, I’ll showcase some of the most interesting tweets of the session below, adding my own context and commentary throughout.

Ian Greenleigh
#womma for nearly 100 years, awareness for IBM has been built through its own IBMers – no IBM twitter page, but to leverage IBMers pages
Ian Greenleigh IBM’s philosophy has always been that word of mouth starts with its employees and the interactions they have with the market. During the presentation, they showed a chart depicting the rise of employee-generated content (i.e., not marketing-sourced) vs. the plateauing of “corporate-produced content”. Data was also shown which indicated that employee-generated content enjoyed more success, in terms of things like page views and registrations.
IBM has 17K employee blogs. #womma
Ian Greenleigh Actually, 17,000 internal blogs! Granted, IBM has nearly 400,000 employees globally, but some of the other numbers are equally amazing: 25,000+ employees on Twitter, 198,000 employees on Facebook and 196,000 employees on LinkedIn.
IBM’s goal is to surface experts for topical relevance when leads are searching for info. Get connected with an expert right away. #WOMMA
Ian Greenleigh Knowing that prospects won’t want to navigate a corporate bureaucracy to find their answers, IBM focuses on positioning internal experts so that they are easily found wherever prospects are going to find answers about the subjects in which they have expertise. A great example of this is IBM’s branded slideshare page, at
IBM has managed to achieve this level of employee-social participation w/o formally incentivizing, but formalizing soon #WOMMA
Ian Greenleigh I asked the presenters about the incentives I was sure IBM was providing to motivate such a high level of employee social participation, and their response surprised me: no formal incentives exist–yet. The speakers told me that while IBM has managed to encourage it’s current level of participation without having to put in place a reward system, such a system is being discussed. Given the success the company has seen already with social, this is the logical next step.

Want to know more about IBM’s winning social strategy? I’ve embedded their WOMMA presentation below:

Free Webinar: Learn what works for 2011

In this free webinar, you’ll learn

  • How social marketing helps you capture buyers across all channels
  • How Facebook and Twitter drive real revenues
  • How the customer voice fits into mobile

Webinar Register