IBM Inside Sales

1. GT&I Skills Eminence – Information Developer Job Role Design Information &Support Teamwork and CollaborationFocusing on our five core skillsJanuary 10, 2014 IBM Inside Sales

2. Agenda • News for the New Year! • Design information with focus on social content • Support teamwork and collaboration • Next community meetings

3. News for the New Year! • Waiting on full report by job role, but 100% of ITSO completed Think40 hours in 2013! • In 2014, we will continue to focus on 5 core skills • We will add an emphasis on relevant certification and validation for 2014

4. You should discuss possible relevant certifications and validations with your manager. • Example certifications: • IT Specialist • IT Architect • Project Manager PMP • ITIL • Example validations: • Corporate Citizenship • Demand Programs • External Relations • Field Enablement • IBM Brand System • Market Management

5. Brittany Detamore – Social Business manager, IBM Big Data & Analytics, ITSO GCS ITSO Writer/Content Developer IBM Big Data & Analytics Social Business Manager On Twitter @brittscorner My Linkedin page E-mail: bldetamo@us.ibm.com Cali based - Go Trojans!

6. Design Information • Definition:Design information, based on a task and audience analysis and according to the information plan. Verify the information design through an iterative process that includes input from clients and other disciplines. The design can be limited to one information unit or can comprise entire information sets (higher skill levels). Design accessible user information by providing other members of the design team with resources needed to design, implement, and validate the agreed-upon degree of accessibility. Develop a prototype, if necessary, to augment understanding of the proposed design. Ensure that other information deliverables complement each other and are easy for users to find across information sets. Validate approach with clients. The higher the skill level, the more complex the information might be to design and execute. For example, the full range of user assistance for a product might include deliverables such as information center topics, online help, wizards, printed material, and Web based content Base final design on a thorough analysis and validation of user needs and preferences for finding and using information. • Where to find this skill: Perform Information Developer Role for Content Creation & Management • Weight: 30%

7. What does it mean to design information for social media? What are we promoting? What format do we want to present the information in? Does it need a visual? What is the timing? Team evaluation and approval Develop all content needed (blog, Facebook post, Tweet, etc) Work with design team for necessary visuals SME External Influencer Links, Quotes, Stats

8. Designing Information for the Big Data & Analytics Hub

9. Designing Information for Facebook • Define: regularly promote big data & analytics use cases on Facebook in an informative and visually compelling way. • Identify: For this use case I needed the following elements: • Eye catching visual representing the use case • Pull quote from the use case • Brief description of the use case for actual Facebook post • URL • Design: submit copy and size specifications to design resource • Edit: Share design choices with team; submit edits to design team for finalization • Post!

10. Designing Information for Twitter • Define: Share a variety of content IBM and industry content related to big data & analytics. • Identify: For a day’s worth of tweets, I will look for the following types of content: • IBM branded blogs from across all categories • Industry articles (information week, Forbes, etc.) • Influencer articles (RT or share directly) • Videos, infographics and other visuals • Events • Design: Write and schedule tweets for the day (8-10 tweets using Hootsuite) • Edit: Revise and edit throughout the day based on activity and news being tweeted. • Post!

11. Content Sources • IBM Big Data & Analytics Hub • IBM.com/analytics • IBM.com/bigdata • Google Alerts • Keywords: Big Data, Analytics, IBM analytics, Predictive Analytics, Business Intelligence • Other IBM branded blogs • Cloud • Smarter Planet • Smarter Computing • Mobile • Social Business • IBM News Room

12. Getting started with Social Media for IBM • IBM supports: • Open dialogue and the exchange of ideas • Responsible engagement in social media • Be who you are – no anonymous tweeting • Speak in the first person • Use a disclaimer, such as, “Opinions are my own” • Respect your audience • Add value • Don't pick fights • Be the first to respond to your mistakes • Use your best judgment • Don't forget your day job • Before you get started visit/read the following: • Digital IBMer Hub • Social Computing Guidelines

13. Support Teamwork and Collaboration • Definition: Work together with IBM, client and subcontractor staff for common business purposes and for mutual success. Use a win/win approach to support collaborative, cooperative and synergistic approaches. Model effective collaborative behaviors in dealing with individuals, teams, and business partners. Foster the sharing of ideas, lessons learned, and experiences with others. Contribute to building extended teams by cultivating synergy among matrix team members and bringing internal/external team members together across organizations and geographies. Ensure effective communication among team members. Remove barriers/obstacles to high performance. Recognize and respect individual differences and diversity. Create a work environment that is supportive of the use of empowered teams, and measure appropriately. Remove system and cultural inhibitors to empowered teams. • Where to find this skill: Perform Information Developer Role for Content Creation & Management • Weight: 20%

14. Suggested learning

15. Campus to Corporate: Developing a Professional Image

16. Responding to new requirements from our sponsors – the evolution of our Social Business programs • Listen • Desired outcomes • Skills needed • Research • What relevant projects are we already involved in? • What skills do we have in this area? • What is the corporate direction and standards? • Collaborate • Gain agreement at the management level • Ask for guidance • Pull the team together to brainstorm ideas and possible business models • Evolve • Continue to review results to adopt best practices and improve

17. Teaming up to kick start the Supplier Connection social program Challenge: • In January 2013, Supplier Connection was ready to get started on their social program, but the assigned ITSO Social Business Manager Meghan Wolf would not be on board until February. Solution : • To provide immediate support, Cloud SBM Katie Keating and Big Data & Analytics SBM Brittany Detamore teamed up to get activities started. Process: • Introduction call with team to understand business, social media needs and challenges. • Conducted a social audit of existing channels and developed a detailed document of observations and recommendations. • Developed a 30-60-90 day action plan detailing which responsibilities would be managed by the SBM vs. the Supplier Connection team. Result: • As a result of this team effort, Meghan was brought up to speed and able to get started within a few days of her start date. • One year later – the program is thriving!

18. Connect with Vasfi: Connections email:vasfi@us.ibm.com Twitter:@vasfigucer Vasfi Gucer, ITSO Project Leader

19. How do we collaborate? • After the residency launch weeks in order to keep the community alive I meet with the residency team each week for a 30 minutes collaboration meeting. • Topics in these meetings include: • Training sessions by DEs, STSMs or senior product & offering managers • Status updates from residents and discussion on new blog topics • Announcements related with the community (conference news, etc.) • “How did I write this blog?” section • 5 minutes social media tips • We also have a Connections Teamroom and wiki that we use for: • Submitting posts for editing • Sharing team documents including recording of training sessions • Asking/answering questions • Posting the editorial calendar • This allows us to minimize the use of emailing among the team members

20. How do we collaborate? • I use a master spreadsheet to manage the blogging process. In the status meetings I use this spreadsheet to discuss the blogging progress with the residents. • I also communicate with the editing team, usually via S/T. They use a separate spreadsheet track the status of blog posts in editing. They use the IBM Docs feature of Connections for this purpose. • For recognizing our top bloggers I use the BlueThx.

21. Hillary Danz: Social Content Editor, ITSO GCS • Primary content editor for these IBM-sponsored blogs: • Mobile Business Insights and The Mobile Frontier • Smarter Computing Blog • Social Business Insights • Service Management 360 • MA in English from NC State • Runner, hiker, cyclist, reader, baker, lifelong learner • Contact info: • hdanz@us.ibm.com • On Twitter @hillarydanz

22. Social media residency support team collaboration calls Purpose and goals • Discuss feedback from recent residencies • Help achieve consistency across all programs • Share challenges and brainstorm solutions • Create an opportunity for creative problem-solving An example The challenge: how to reengage blog contributors who have declined in participation. • A pattern of decline. • The big question: How can we help these contributors to stay connected to our programs? The solution: individualized blog post requests. • Reach out to individuals and request content specific to their expertise. • Success! Residents were encouraged to start contributing again; they felt honored that they were singled out to write on a topic and share their expertise. • A practice that was tried by one team could be applied across our teams.

23. Collaborating with individual blog post authors A collaborative editorial process • Role of the editor • Style, legal, grammar and blogging best practices • Tactful queries and suggestions • Goals: clear communication of thought leadership and optimization for the web Example: “A holiday gift for developers: Five new features in IBM Worklight V6.1” • Original submission was a list of five features and a request: “Hillary: please make the title cool” • Brainstormed with author over Sametime • Added a holiday theme, which was reflected in the title, graphic, and a few references in text

24. Kevin Allen • IBM Cloud Social Business Manager — IBM Cloud • ITSO Global Content Services • On Twitter & Instagram: @Kevin_J_Allen • My Linkedin page • E-mail: kjallen@us.ibm.com • Previously: • Reporter, blogger, editor for Chicago Sun-Times, ESPN.com, FoxSports.com • Social media content managing director; clients included General Mills, Walgreens, Lowe’s, Aveda, Gold’s Gym 24

25. What is the brand newsroom? • A shift in approach to content creation: Moving from pre-planned to agile/reactive content • An infrastructure: The processes and tools in place to support listening, brainstorming, and the ability to produce high quality, ownable content quickly • An overarching strategy: A newsroom approach to creating branded content requires a commitment at the strategy level • At its core, a social media newsroom allows marketers the tools to create the right piece of content on the fly and deploy it at the precise moment it can be most effective. Listen  Brainstorm  Execute  Measure  Optimize “For messages to be heard in 2020, brands will need to create an enormous amount of useful, appealing, and timely content. To get there, brands will have to leave behind organizations and thinking built solely around the campaign model, and instead adopt the defining characteristics of the real-time, data-driven newsroom — a model that's prolific, agile and audience-centric.” - Baba Shetty and Jerry Wind, Feb. 2013 Oreo’s “Dunk in the Dark” example: “So how did Oreo put their own twist on the lights-out scenario so quickly? Turns out they had a 15-person social media team at the ready to respond to whatever happened online in response to the Super Bowl — whether it was a mind-blowing play or half the lights shutting off. So not only did they have a regular commercial run during the first quarter, they also had copywriters, a strategist, and artists ready to react to any situation in 10 minutes or less.” - Wired

26. Applying the newsroom to ITSO • We’re starting small: “Social Roundup Meeting” is a 30 minute meeting every Monday at 10 a.m. ET with social business managers • SBMs are encouraged to share the following: • What they focused on last week and results (how well did the content perform?) • What their content plan is for this week • Something new they tried or plan to try • Any challenges, successes they want to share • Why we started this: We were finding that we were having trouble tapping into group thought and using each other as resources as much as we could be • Results: After just a couple months of these meetings, social business managers are connecting in ways they weren’t prior to the meetings: • Sharing social media best practices and tips • Connecting on cross-promotional opportunities • Providing resources to help SBMs understand what’s needed to meet campaign goals • Broader understanding of what other programs are working on, and therefore a better understanding of how the programs can support one another

27. If you missed previous community calls, you can find replay information on the wiki in our Connections community https://w3-connections.ibm.com/wikis/home?lang=en#!/wiki/Wd776a6bfec11_483d_8610_64c72b7e7114/page/Information%20Developer%20Community%20Updates

28. Upcoming… • Watch for invites to 2014 Community sessions • Volunteer to share about your experience related to: • Our five core skills • Certifications • Validations • Join in with me as a Job Role Advocate (JRA)