Your company makes what?

So when I heard about an internship opening at IBM, I thought to myself, “But I don’t know anything about computers!”

Yeah, so come to find out, IBM hasn’t made computers for a few years now…they’re big in the database and tech services market (not that I know anything about those areas, either, but that’s beside the point).  And ‘big’ meaning one of the biggest companies in the market.

I know it’s not just me who had this thought – a lot of my friends and coworkers have this incorrect notion, as well.  In fact, just recently, I overheard someone in my office building call IBM “the greatest computer company in the world.”  So yeah, like I said, it’s not just me.

So why do people still think that IBM makes computers?  Well, the company used to…up until 2005.  That’s only three years ago, but then again, that’s three years of people thinking that IBM still makes computers.  I think a large part of it is that people don’t really know what the heck the company makes these days.  People remember the 1990’s commercials for the Aptiva and other such computers, and have thus continued to associate IBM with computers.

So how can a company get away from an incorrect association?  Well, I don’t remember seeing an IBM commercial since the 1990’s, for example.  Granted, you don’t usually see commercials for databases and tech services, and I’m obviously not the target audience for such commercials, but I’m assuming that tech people interested in their businesses’ IT infrastructures watch TV, too.  I’ve seen commercials for SAP tech solutions, so why not for IBM?  And it could be as simple as having a funny commercial or YouTube video that says “No, we don’t make computers.  But we do make IT solutions for your company.”  Or something to that effect, anyway.

Also, maybe IBM and other companies in the same predicament don’t realize that a lot of people don’t know what they make.  I mean, when you’re within the company, you obviously have somewhat of an idea of what your company makes.  Hopefully.  However, this can result in marketing internally, meaning that your advertising and marketing only reaches those within your company and your existing customers, rather than potential new customers.

Corporate Word of the Week:

operationalizing (v.) – A fancy-sounding word that essentially means something to the effect of ‘operating.’

ex. – We need to be better operationalizing this process in order to make customers aware of the product’s features.

Iiiiit’s Friday!

So as I’m sitting here in my windowless, climate-controlled office, finishing up my work for the week, and longing to be outside enjoying the beauty of a mid-August day…

I think a nice Friday blog post is in order.

Soooo just for fun…

Ever notice how corporate presentations, press releases, and charts seem to contain endless amounts of fluff?  Has it gotten to the point where every single thing your company releases sounds exactly the same?  Then go to this site and check out the corporate BS generator and get a good laugh!

And along these same lines – if your daily work calendar is dominated by a bunch of conference calls and meetings in which people use a lot of the same corporate words that have long lost all of their meaning, then check out Buzzword Bingo, and play while listening to your next conference call, or when sitting in a meeting pretending to take notes.

Does anyone remember Mad Libs?  If you’re not familiar with them, check Wikipedia for the definition.  I know that personally, I remember many an elementary and middle school weekend spent having sleepovers and giggling while doing Mad Libs and playing Truth or Dare.  Well, as proof of how much work has consumed my life, my fiance and I thought it would be fun to go out and buy a Mad Libs booklet, then fill in all of the blanks with work-related words.  It proved to be pretty hilarious, especially with glasses of wine involved.

Happy Friday!

True or False: Social Networking Is Only for Young People

Just a short time ago, Facebook was only open to college students.  YouTube was dominated by amateur videos shot by the adolescent set, oftentimes featuring lots of drunken antics and falling down.  MySpace had this sleazy, creepy vibe (wait, that’s still true…).  But now, these sites are broadening their horizons, embracing businesses, and those older than college-age.  However, all too many people are still convinced that these sites are for the younger crowd.

False!

This is Web 2.0 – this is the new face of technology (well, until some crazy Web 3.0 technology thing comes along).  This is where the people are – and, if you’re talking business, this is where your audience is.  Social networking sites are among the most highly-trafficked sites out there – and in fact, more than half of Facebook’s 80 million users are out of college.  So if you’re thinking that the social networking space is lost on Big Business, well, you’d be wrong.

For some reason, I’ve noticed that people from other generations are afraid to embrace this new web trend, and are afraid they can’t catch on.  Just so you know, there was a time when even Generation Y wasn’t habitually logging on to Facebook and YouTube – and that was only a few years ago.  I would never describe myself as a tech person (yes, I know I work at IBM), and even I’ve been able to catch on.  Seriously, just go with it.  You might even have some fun while you’re at it.

I guess the main issue with this is that older generations don’t know how to market with Web 2.0.  Well, honestly, it’s not too different from traditional marketing.  You can post news about events and incentives on Facebook, and create a group surrounding your company’s product.  You can post a new video on YouTube to get it more visibility.  And, as always, consumers still like incentives and value relationships.  Social networking just gives us a new space in which to do so. 

Corporate Word of the Week:

incent (v.) – A made-up sales/marketing buzzword erroneously used to act as the verb form of ‘incentive.’  Variations include ‘incented,’ ‘incenting,’ and ‘incentivize.’

ex. – We’ll incent the customers with a free pass to the conference.

Going Viral

Okay, so I’ll admit it:  up until the past year, I never really thought IBM did anything cool.  Big Blue always struck me as, well, Big Blah.

But lately I’ve seen IBM really getting out there and embracing Web 2.0.  One of my favorite things the company did would have to be putting some viral videos on YouTube.  Now, considering that the subject matter of the videos is databases and XML, the videos are actually pretty funny, and somewhat reminiscent of The Office.  If there was ever a way to make storing your data seem totally cool, well, this is it.

Check ’em out:

Part I, Part II, Part III

So I’ve been thinking:  how do you make something ‘go viral?’  How does your video go about becoming the next dramatic chipmunk or numa numa guy?  Honestly, in the case of YouTube and Corporate America, I think it’s equal parts effort and luck. 

Part of it is making sure that people know your video is out there:  cascade it to as many people as possible within the company through e-mails, websites and newsletters and send it to friends outside the company. 

Also, add as many relevant tags as possible and pray that people find it that way. 

Corporations with money to spend might also want to consider advertising on relevant websites and other media.

Also, this may seem obvious, but it’s a great idea to make your video relate to your audience.  For example, an IBM talking head video probably won’t get too many hits on YouTube.  However, making an IBM video that’s a spoof of a TV show (such as The Office) would do better since people would find it more interesting / relevant.

Other shows that would be cool to spoof for corporate videos: 

American Idol – have a panel of three judges comparing your product and your competitor’s a la this TV show

Project Runway – similar idea to the preceding one

Survivor – see which company’s product ‘survives’ and comes out on top

The Apprentice – your product gets ‘hired’ and the competitor’s gets ‘fired’

Corporate Word of the Week:

efforting (v.) – The verb form of the noun ‘effort.’  Often used to make one’s self sound more intelligent.

ex. – We’re efforting a solution using our company’s top products.