Social Media and Web 2.0 at IBM

New Media at IBMUniversidad Ibero

Mexico City, Mexico

May 30, 2008

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Did You Know? Each minute, 10 hours of video is uploaded to YouTube

More than 6,700,000 articles have been published on Wikipedia – in 229 languages

Facebook’s fastest growing demographic is 25 and over

1 out of 8 couples married in the U.S. last year met online

230,000 people sign up for MySpace every day

There are 2.7 billion searches performed on Google each month

In 2005, the world produced more transistors than grains of rice

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Fundamental Change in how people:

Work

Learn

Engage

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Web 1.0 Web 2.0

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A Global Phenomenon

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Read Blogs South Korea 92%

China 88%

Mexico 87%

Brazil 87%

Japan 84%

UK 65%

USA 60%

Source: Universal McCann Wave 3 Social Media Tracker Survey, April 14, 2008

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Write Blogs South Korea 71%

China 70%

Mexico 60%

Brazil 50%

Japan 47%

USA 26%

UK 25%

Source: Universal McCann Wave 3 Social Media Tracker Survey, April 14, 2008

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Social Networking Philippines 83%

Mexico 76%

Brazil 75%

South Korea 70%

UK 59%

USA 43%

Japan 41%

Source: Universal McCann Wave 3 Social Media Tracker Survey, April 14, 2008

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Social Networks Across the World

Source: Universal McCann Wave 3 Social Media Tracker Survey, April 14, 2008

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Proliferation of tools

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Implications for business

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Trusted sources of information

Influence Source Brazil Ger Spain Italy India Sing JapanAverage

Rank

Personal experiences with company’s employees 2 1 1 1 2 1 1 1.3

Analysts or professional organization opinions 1 2 3 2 1 2 2 1.9

Opinions of colleagues, peers, or friends 3 3 2 3 5 4 3 3.3

What companies are doing for others in your industry 6 8 4 7 4 3 6 5.4

Company websites 5 6 5 8 3 5 10 6.0

White papers, research, or case studies 4 4 6 4 7 9 8 6.0

Articles in magazines or newspapers 7 9 10 9 8 6 4 7.6

Online sources, not directly from the company 10 7 7 6 9 8 7 7.7

Tradeshows, conferences, industry forums, events 8 5 9 5 6 10 11 7.7

News stories on TV or radio 11 11 12 12 10 7 5 9.7

Advertising 9 10 11 10 11 11 9 10.1

Direct marketing (e-mail or mail) 12 12 8 11 12 12 12 11.3

* Source: IBM Market Intelligence, “Values-Brand Action Study,” December 2007

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What do people want from

organizations?Authenticity

Transparency

Social Responsibility

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Shift from Mass Communications to

Masses of Communicators

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Why social media at IBM?

380,000 employees

170 countries

40% of IBMers’ work remote

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IBM Social Computing Guidelines

“it is very much in IBM's interest—and, we believe, in each IBMer's own—to be aware of and participate in this sphere of information, interaction and idea exchange to learn and to collaborate.”

http://www.ibm.com/blogs/zz/en/guidelines.html

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Enterprise 2.0 at IBM

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Beehive

32,710 users

40,854 photos

13,990 Hive Fives

BlogCentral

50,000+ Users

113,000+ Posts

115,000+ Comments

WikiCentral

200,000+ readers

30,000+ unique editors

200,000+ pages

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IBMers and Social Networking

190,000+ (74K+ alumni)

30,000+ current, former

35,000 current, former IBMers

40,000+ (18K+ alumni)

38,000+ current IBMers

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Creating Great “New Media”

Activate our Values

Humanize and connect IBM

Create transparency

Tell a story

Start a conversation

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Stay Connected!

Email: acch@us.ibm.com

Twitter: http://twitter.com/adamclyde