Contrary to popular opinion, we don't all know one another at IBM.
I know, I know, it's hard to believe, considering there's only 400,000+ plus of us -- you'd think we all knew one another, but we don't.
But the good news is, we're always making new acquaintances inside IBM.
That was the case at the Word of Mouth Marketing Association Summit I attended last week in Vegas, where I finally got to meet, face-to-face, my colleague, Carolyn Heller Baird.
Carolyn is situated in IBM's Global Business Services organization, and for the better part of two years, Carolyn served as the Global Director for our Chief Marketing Officer study, which was released late last year (and for which I wrote an extensive blog post).
Carolyn was also in attendance at WOMMA, where she presented the CMO findings in some detail before a sizable audience.
I sat down with Carolyn to talk about the study's findings in more detail, and to also try and better understand the implications for marketers in general, and social media practitioners in specific.
Before I hand you off to our interview below, I want to highlight the fact that the study results are still available via download here.
As the study concluded, half of all CMOs today feel insufficiently prepared to provide hard numbers for marketing ROI, even as they expect that by 2015, return on marketing investment will be the primary measure of the marketing function's effectiveness.
There's a gap to close there, and Carolyn's comments in the video provide some actionable insights on to how to start to close it!
Yes, like many technologies that IBM eventually takes to market, we built our own social networking tool for internal collaboration in the mid 2000s to help IBMers better work together, a need which was quite particular for us as IBM became more of a virtual organization (increasing number of remote workers, more employees in emerging countries, etc.)
Called "BeeHive," we saw rapid adoption of the internal social network, then realized there was a growing market for this type of capability, so the technologies developed in BeeHive were built into our IBM Connections product. IBM Connections is now a market leader in social software and is now helping organizations around the globe better collaborate both internally and with their external partners, and all based on the best practices developed at IBM through the early social media growth years.
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