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Ben Edwards' presentation for the 2010 Best Practices in Change & Internal Communications Summit.
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Social Media and Change Management at IBM
October 6th, 2010
Ben Edwards
Vice President, Digital Strategy &
Development
Page 2
What change do you want?
ManagementEmployeesShareholders/ownersMarketsPerceptionsThe boardGovernment/regulatorsCompetitorsAnalog to digital
Business performance
Page 3
“Change comes through consistent communication”
Sir Nick ScheeleFormer President and COO, Ford Motor Company
Page 4
“Controlling information is like trying to control a conversation: it can’t be done and still be genuine ”
The Cluetrain ManifestoChristopher Locke, Doc Searls, David Weinberger, Rick Levine
Page 5
A rich culture of collaboration
Page 6
Source: IBMer Christian Carlsson
IBM Social Computing tools
Page 7
The rise of the employee-generated intranet
Page 8
Page 9
Digital is…
“If you unleash all this energy, opinions, and hope, you
better be prepared to do something in response.”Sam Palmisano, Chairman & CEO, IBM, Harvard Business Review Interview
Page 10
More than 150,000 people from 104 countries
4.6 million page views
46,000+ ideas
67 clients, business partners and academic institutions worldwide
12,690 family members
InnovationJam
Page 11
Real-time Translation
Services
Simplified Business Engines
Intelligent Utility
Networks 3D Internet “Digital Me”
Big Green Innovations
Branchless Banking forthe Masses
Smart Healthcare Payment Systems
Intelligent Transportation
Systems
Electronic Health Record System
Jam Outcomes
Page 12
IBMers on…
75,000+
17,000 internal blogs
1,000,000 daily page views
60,000
200 IBM channels
200,000+, 500 groups
200,000+
40,000+
30,000+ as IBM
Page 13
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…
To contribute…”
Page 14
The IBM digital strategy
1. Lead how forward thinkers engage with experts and expertise to make the world work better.
2. Design a digital system that engenders trust and accelerates forward thinking and action
3. Iterate
Page 15
Overall findings: Connecting with Experts
• Key user quotes
– “I like seeing human faces, people, positive images.”
– “…I feel empowered.”
– “If it came down to IBM and a competitor for a solution- neck to neck tie- this would push me to IBM.”
– “This is new, different from other sites. Puts a face to people behind the scenes. Makes me confident about the product and the enterprise.”
– “Shows IBM is serious about helping the customer and not just selling the product.”
– “Brilliant!”
Experts area was a huge winner with participants, even if some reported they weren’t sure if they would use it.
Instilled feelings of confidence, trust, empowerment, and partnership with IBM.
Competitive advantage! Differentiator for IBM.
Up to date content is critical. Out dated blogs, twitter entries, etc., from experts will impact the usefulness and perceptions of confidence and trust.
Design A:
Design B:
Page 16
First industry-wide virtual
collaboration event to address the
challenges facing the North
American supplier industry
CEO sponsored to identify ideas
to realize the company’s new
strategy with it’s new values as
the framework
Jams open possibilities for change — new ways of working across
industries, disciplines, and national borders
Over 150 companies with
participants ranging from CEOs
to middle managers and
engineers
Results: Redefined the Supplier
OEM relationship
(background on auto supplier jam)
Over 1/3rd of Nokia participated
from 40 countries including
factory workers, sales teams,
R&D and manufacturing
Results: Nokia-wide restructuring
to focus revenue growth in
expanding AP consumer markets
(background on nokia.com)
The World Urban Forum (WUF)
was established by the United
Nations to examine rapid
urbanization and its impact on
cities, economies and policies
HabitatJam was the largest
brainstorming ever on urban
sustainability bringing together not
only NGOs, politicians and
academia – but the slum dwellers
whose lives were directly
impacted by this body
Results: 8k+ ideas netted down
to 70 – all presented and
adopted at the WUF3
conference as it official platform
(background on habitat jam)
CEO sponsored to generate
practical ideas to help drive and
realise the new values into the
company.
Over 1/2 of Lilly participated from
40 countries including factory
workers, sales teams, R&D and
manufacturing
Results: Greater adoption of new
values program, and hundreds of
ideas, one example in SCM
packaging saved $14M
(background on lilly.com)
Page 17
2010 - Cross-industry guidelines needed
Work in concert with C-Level officers of like-minded, influential companies. Leverage their influence and standing. Work across industries and corporate functions to create “how to” manual:
Prove business value for social media and recommend how to make employees experts
Provide guidance for:
Governance
Risk management
Enabling employee base to “speak” externally for the company
Dealing with regulation
Results measurement
Page 18
Digital is…
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