How IBM Connects with Customers and Prospects Using Social Media

Ryan Boyles, Senior Social Media Strategist at IBM / AI Applications, discusses how IBM uses social to connect with their audience.

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Full Episode Details

Use Social Media to Create Connections

Creating meaningful connections with customers and prospects is something that every brand should actively try to achieve. The good news is that you already have the perfect tool to foster relationships and connect with customers – social media.

Ryan Boyles, the Senior Social Media Strategist at IBM/AI Applications, understands the power of social media and how to leverage social platforms to find and connect with ideal customers. However, it’s not just the social media team that needs to become ‘social pros’ – everyone in the organization from the top down must be ‘plugged into social.’

The way that brands use social media has evolved and more leaders and executives are embracing and engaging with customers and prospects on social media platforms. This is great news for any social practitioner who once struggled to convince their leaders about the true value of social media.

In This Episode:

• 05:47 – How IBM uses weather data
• 07:34 – How Ryan interacts with other social media managers from different operating divisions within the business
• 11:20 – How IBM manages various social media accounts
• 14:33 – How IBM’s employee advocacy program has evolved over time
• 16:48 – Insights into IBM’s account-based marketing content and tactics
• 20:44 – Why IBM decided to abandon Facebook
• 22:46 – How to leverage LinkedIn Live and measure performance
• 28:32 – Ryan talks about the 50^th anniversary of the Apollo program
• 31:31 – What it was like being on the frontlines of social media evolution

Quotes From This Episode:

“We use social to engage with our user community in meaningful ways” – Ryan Boyles

“I know everybody says content is king, but for me it’s all about context” – Ryan Boyles

Resources:

• Get the new State of Marketing report for free from Salesforce
• Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
• Download Salesforce’s e-book “Boost Sales Productivity: Get More from Your Sales Team”
• Find out how you can launch your first LinkedIn campaign with $100!
• Learn more about IBM