100 Years to IBM

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1. Sharpen understanding and appreciation of the modern IBM with the stakeholders we value.

2. Use IBM’s history of impact in the world as credentials to shape these constituents’ view of the future on key strategic issues.

3. Strengthen existing relationships and cultivate new ones.

Strategy for IBM at 100

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The IBMer

Existing clients confirm their choice of working with IBM, and entrust us with their new ambitions.

Longer-tenured employees are re-motivated to being an IBMer, applying their expertise on IBM’s agenda.

Governments, universities, and civic organizations deepen their appreciation of IBM and IBMers in their communities.

New employees understand what it means to be an IBMer—and are fully engaged and empowered by what IBM has to offer

Potential clients see the modern IBM in totality—and then as, a must-have partner.

Governments, universities and civic organizations in developing countries see IBM as a strategic partner in fulfilling their national agendas.

Business outcomes by constituent

Clients

Communities

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The Centennial program

DEEP CONTENT DEVELOPMENT

DEPLOYMENT

ENGAGEMENT

• IBMers

• Alumni

• Clients

• Growth accounts

• Leaders in 170+ countries

• Forward-thinking citizens

OUR CONSTITUENTS

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• Articulate the three ideas that define IBM's contribution to the world—and shape the future of these ideas:- Jeff O'Brien- Steve Hamm- Kevin Maney

• Draw upon:- Archives- Stories from all countries- Historical milestones- Internal and externalthought leaders

The idea of IBM is an ongoing story of…

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Pioneering the science of information.IBM as leader in enterprise computing.


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Making the world work better.IBM as leader in applying technology to transform companies, industries, societies.

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Inventing the modern corporation.IBM as an expert in continual renewal.

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ENGAGEMENT

OUR CONSTITUENTS

The Centennial program:Deployment and engagement




• IBMers

• Alumni

• Clients

• Growth accounts



DEPLOYMENT

• 100 Icons of Progress• Digital presence• Centennial book• Centennial films

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100 Icons of Progress: IBM’s role in changing the world

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100 curated examples establishing IBM’s impact, credibility and expertise…

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Concise, fact-rich stories supported with oral histories…

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A broadening circle of contributors and conversations…

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Leveraging personal networks to expand appreciation for IBM’s impact on the world…

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Centennial Digital Presence

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The Centennial Book: The three ideas in detail

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The Centennial Book: Three agendas for the future

Pioneering the science of information

Making the world work better

Inventing the modern corporation

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The Centennial Films:100x100

A fast-paced film about IBM’s continuous history of innovation and renewal across 100 years and into the future.

The film will capture the imagination of IBMers and rekindle their pride in the breadth and duration of IBM’s impact on the world.

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The Centennial Films:They Were There

A film about iconic IBM projects, from the perspective of the people who were there.

The film will show current employees what it means to be an IBMer and challenge them to live up to a legacy of having an impact in the world.

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The Centennial Films:Partnering to Make the World Work Better

A film shaping the thinking of our clients.

The film will thank past clients and inspire new ones to be bold in their ambitions. It will celebrate the trust and challenge clients are extending to IBM as their partner.

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DEPLOYMENT

ENGAGEMENT

• Local experiences:- Local enablement kits- Lecture series and colloquia

• Global platforms:- Celebration of Service- Centennial Exhibit- Centennial Forum

OUR CONSTITUENTS

The Centennial program:Engagement

• IBMers

• Alumni

• Clients

• Growth accounts



• 100 Icons of Progress• Digital presence• Centennial book• Centennial films



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Local Enablement Kits

Provide guidance, templates and finished assets to support key local Centennial events that represent IBM at our best. Enable all countries to engage the stakeholders they value into a conversation about their view of the future.

- First line manager kit- Brand experience kit- Employee engagement kit- Client engagement kit- Demand program kit- Lecture series and

colloquia kit

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Local Enablement Kits

Enable our 30,000+ first-line managers to engage their teams in a discussion about what it means to be an IBMer

Equip country teams with guidance and materials to create on-brand Centennial experiences for clients

Equip country teams to leverage Centennial in demand program activities

Enable country teams to develop and deliver lectures and colloquia

Equip IBM country teams and site leaders with guidance and materials to create local events for employees

Equip brand system leaders and location managers to dress IBM sites in honor of the Centennial

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The Lecture Series and Colloquia

Make IBM essential to the discussion about the future. Host a series of forward-thinking lectures—and also a set of colloquia with the technical and business communities around the world. In them, explore not just the best learnings IBM has to offer today, but open the conversation about what the future holds.

- Lecture series from Sam Palmisano, and IBM leaders and experts; hosted around the world in 2011

- Deep colloquia on the future of ____________, convened by IBM

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A Celebration of Service: A Global Day of Service

On June 15, the last day of IBM’s first century, we will mobilize the expertise of all 400,000 IBMers, retirees and alumni in a unique global day of service. They will help solve critical problems facing communities around the world. Supporting the Global Day of Service will be a broad program strengthening and marketing IBM’s tradition of service to communities and the world:

- A "Service Jam" in October 2010 for 20,000 world leaders and IBMers to define service for the 21st century

- The creation of hundreds of high-impact service opportunities for IBMers worldwide

- Engaging hundreds of government and community partners worldwide

- Increasing by 300% IBM's Community Grants to maximize the effect of service

- Double World Community Grid participation

- Upgrading our On Demand Community tool set for all IBMers

- Capturing and sharing IBMers’service stories via social media

- Providing a legacy gift to the world to help track service through an On Demand Community widget

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A Celebration of Service: An invitation to share stories of making the world work better

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Leveraging personal networks…

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The Centennial Forum

Convene and engage 700 of the world's future leaders in a conversation about making the world work better. Through a future-oriented program, sponsor a discussion about what the world will be like in the decades ahead.

- Hosted at Lincoln Center in NYC

- Timed in conjunction with the UN General Assembly

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The Centennial Forum

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Lincoln Center: A place to host the world’s leaders

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The Centennial Exhibit

An exhibit designed to create constituency—by focusing on the lessons, principles and patterns of making the world work better. The exhibit will shape the visitors’ view of the future—and share how to think about it. The core idea: Humankind advances progress through science, reason, and taking a systemic approach.

- Debut in conjunction with the Centennial Forum

- Then open to citizens of New York

- Then travels to major hubs around the world—in key IBM markets for growth

- Supplemented by smaller exhibits in 26 locations

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September 21, 2011: Celebration Evening

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Centennial book

Film I Film 2 Film 3

100 Icons of Progress

Forum

Exhibit

Lecture Series and Colloquia

Town Hall meetings, client events, employee events, business partner events, alumni events, exhibits in lobbies and atriums

DEPLOYMENT

Celebration of Service Service DayService Day Celebration of Service

The Centennial Year: At-a-glance

ENGAGEMENT

Digital presence

January 20• All employee broadcast• Icons of Progress launch• Centennial site launch• 100x100 film

1Q 2Q 3Q 4Q

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Centennial book



Forum

Exhibit



DEPLOYMENT



ENGAGEMENT

Digital presence

June 15• Global day of service• Social media campaign

around service stories

1Q 2Q 3Q 4Q

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Centennial book


1Q


Forum

Exhibit



DEPLOYMENT



ENGAGEMENT

Digital presence

2Q 3Q 4Q

June 16• NYSE opening bell• Advertising insert: “What

100 years have taught us.”• All employee broadcast• Local celebrations• Centennial book

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Centennial book


1Q


Forum

Exhibit



DEPLOYMENT



ENGAGEMENT

Digital presence

2Q 3Q 4Q

September 21, 22• Exhibit• Forum• Celebration evening

Documents

100 Years to IBM