Business Gets Social, BGS2012, Sofia

© 2012 IBM Corporation

Social Business Strategy

Gary Kearney | Worldwide Sales Leader for CEE | IBMTwitter gary1_kearneyLinkedin [email protected]

2 | © 2012 IBM Corporation

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© 2009 IBM Corporation4

Agenda

Trends is Social Media?

Social Media In Business

Social Media In Government

IBM: A Social Leader

Managing Your Digital Career

Social Media


| © 2012 IBM Corporation

How I Work Collaborating from anywhere at any time.

How I Create Tapping into a wide variety of insight and expertise.

How I Buy Interacting with peers and engaging with the company.

Technology is dramatically changing the way we live


Bringing social tools into the enterprise

• 155 million tweets sent via Twitter each day

• More than 7 billion pieces of content shared each week on Facebook

Find and share information instantly

Rise of social networking and mobile devices

People are empowered like never before

• Social networking accounts for 22% of all online time

• Smartphone and tablet shipments now outpace PCs

• 37% of US IT workers are using technology they master first at home, then bring to work

• 64% of GenY download unauthorized applications at least once a week to get their job done

Source: Forrester: Forrsights Workforce Survey 2011

Source: Facebook, 2011Source: Nielsenwire, 6/1/2010, Morgan Stanley


Social Business is a BIG Opportunity

Source: Social Commerce Today, Carol Galvin & Catherine Lord

Social Media


$100 billion

Social Business Opportunities Include

by 2013*

Software Services Hardware

The Social Business market will reach

*According to IBM Experts Carol Galvin & Catherine Lord

http://socialcommercetoday.com/social-business-the-infographic/

http://socialcommercetoday.com/social-business-the-infographic/

http://www.livestream.com/ibmsoftware/video?clipId=flv_f9e76047-6b02-4b39-b1d0-862364b5afe0


Businesses are changing how they communicate

Do you notice anything missing

in this sign?


9

Agenda


Defining a Social Business

Social Media In Government


Managing Your Digital Career

Social Media



Traditional roles and processes across the business network are evolving, forever changing the way organizations operate

leading the conversations that define brands

self-forming teams around fast moving opportunities

becoming on-demand extensions of the enterprise

As barriers between people disappear, organizations are learning to tap into collective intelligence, advocacy, and distributed talent to drive business results.

Employees Customers Partners


Components of a Social Business

Source: House, Sean

Social Media


Networks Interactions Business & Social Analytics

Communities

Groups/Teams

Experts

People

Partners

Customers

Employees

Internet

People ProfilesBlogs

wikis

Tasks & Activities

Ideation

Mobility

Innovative Communities

File Sharing Made Simple

Intranet

ExtranetCommunities

Applications

Social Media

Networks of People That Create Business Value

https://w3-03.sso.ibm.com/services/practitionerportal/ppServlets/displayDocument.wss?syntheticKey=C494383S30360S90


12

Defining Social Business

Source: IBM Social Business

Social Media


Deeply connecting

people to be involved in productive,

efficient ways

Removing boundaries to

information, experts, and assets, helping

people to drive business results

Speeding up business with

information and insight to anticipate

and address evolving opportunities

Engaged Transparent Nimble

A social business embraces networks of people to create business value- IBM’s Definition

http://www.ibm.com/smarterplanet/us/en/socialbusiness/overview/


13

A Social Business Delivers Powerful Results

Source: The Social Business

Social Media


Helps individual be their most effective, while

enabling the right talent to come together at the

right time to solve business problems

Quickly and cost effectively brings to

market new solutions that better meet

customer needs by removing barriers between people

Optimize the Workforce

Drive Operational Effectiveness

Deepen Customer RelationshipsEngage with

customers more deeply to anticipate

and meet their needs in ways that

differentiate a business from the

competition

1 2 3

http://www.ibm.com/smarterplanet/global/files/us__en_us__socialbusiness__epw14008usen.pdf


• Fear of loss of control

• Fear of IP leakage

• Only what can be measured, counts

• Even busier

• Higher technical threshold, greater learning effort

• Fear of criticism, bad behaviour

Common challenges for Social Business transformation

Enablers

PeopleIn general

PeopleS

ubsets

Technology• Access (no PC, mobile)

• “Local is safe”

• Lacking integration

Steering•From infochannel to work tool

•Budget

•Governance

Policy/Processes•Social computing policy

•Lack of social aspects in policies

•Counter-social processes

Appraisal system• Short horizon, siloed

• Measurable is what matters

• Investments and innovation not recognized

Inertia• Old habits die hard

• Why should I change?

• Reaching critical mass

Resistance• “Social = Facebook” = time wasted

• Seen as incremental “Yet another tool to learn and handle!”

• Too busy to make the initial re-learning investment

• “Knowledge is power” – just hint, don’t give away

Leaders Communications• New communication patterns

• No longer in the driver’s seat

• From communicator to coach

Marketing/Sales• Lack of maturity in social

media dynamics and manners

• Monologue, not dialogue


Becoming a Social Business Delivers Significant Value

Business outcomes

Customer Care and Insight Increased revenue through differentiated market/consumer insight and better targeted marketing

on shorter cycles Increased profit through ability to predict buying behavior Lower direct marketing costs Improved customer experience

Product and Service Innovation Faster time to market Differentiation based on clear line of sight to users Increased revenue from real-time insight and communication Global leverage of scarce expertise, reuse of valuable knowledge across geos and organizational

boundaries

Workforce Optimization Shorter cycle times and better decisions: Collaborative decision making, case management,

exception handling Rapid skill transfer/onboarding leading to better business results – e.g., sales, product quality, etc. Higher productivity and retention from improved employee engagement


16

Agenda




What happens when you become a Social

business

Social Media



IBM is a Leader in Social Business Social Media


35% of fortune 100 companies were using IBM

Social Software in 2010

International Data Corporation named IBM the # 1 Social Software platform in

the industry

Source: IBM Social Business Update, SeekOmega, Gartner

ConnectionsQuickr LotusLive Notes SameTime

Gartner identified IBM as a Leader for Social Software in the workplace

http://w3.ibm.com/connections/wikis/home?lang=en

http://w3.ibm.com/connections/wikis/home?lang=en

http://www.seekomega.com/2011/07/want-to-see-the-future-of-social-business/

http://www.seekomega.com/2011/07/want-to-see-the-future-of-social-business/

http://www.gartner.com/it/content/1409700/1409713/august_18_trends_in_ss_jmann.pdf


Adoption Takes Time

■ It takes time to develop new habits, and to accumulate value■ The BlueIQ Ambassador program can help nurture adopters

Within last week Witihn last month 1-3 mos ago 3-6 mos ago More than 6 mos0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%% Agree

Better use of mobile deviceReduced time in mail jai lReduced time searching for peopleReduced time searching for information

Source: 2Q11 BlueIQ Team Impact Survey


Collaboration among IBMers

More experts, more information, more knowledge

IBM Connections on the intranet metrics:630,000+ Profiles58,000+ Communities101,300+ Bloggers1.21M+ Bookmarks203,300+ Activities6.95M+ file downloads25.95M+ Wiki page views

As at June 2011

IBM Connections on the intranet metrics:630,000+ Profiles58,000+ Communities101,300+ Bloggers1.21M+ Bookmarks203,300+ Activities6.95M+ file downloads25.95M+ Wiki page views

As at June 2011

Wiki

Community Share

CommunitiesActivities

IndividualShare

BlogFiles

Bookmarks

Micro-blogging

PersonProfile &

Social Network


Social Business solutions are built on a core set of capabilities that transform how businesses engage with people and harness social intelligence

Reach people where they live and work

Connect through identities on consumer, b2b, and corporate social networks

Communicate on the associated channels

Access people social graph

Monitor and analyze social data to discover new business insights

Analyze identities, social graphs, communication channels, and social content

Identify opportunities, problems, solutions, valuations, etc.

Act on insights for business advantage

Integrate social capabilities into the enterprise in order to acton new opportunities, make better decisions, optimize processes in real time, and govern and manage risk

Enable people to engage productively in a business context

Develop personal insights and social intelligence

Facilitate emergent processes


IBM Social Business CapabilitiesRich capabilities and open Web standards enable integration of social... everywhere

Social Networking Social Content Social Analytics

Open Standards

Envision Enable Adopt Optimize

Rea

ch

Enga

ge

Dis

cove

r

Act

Owned social networks

Channels Monitoring

Optimization

Analytics

Social connectors

Governance and LifecycleInformation ManagementProcess Management

BPM

Connectors MDM

Information integration ILG&MRules

ESB Data warehousing

Security

Community gov. Mobile

Transform

Context and relevance

Social content platform

Engagement apps


.NET

ECM

Vibrant and Expanding Ecosystem

Notes & Domino

WebsphereConnections

REST ServicesOpenSocial

Activity StreamsBusiness Card

Widgets

PHP

Content AnalyticsSocial Networking

Cognos

External Data

External Services

BPM

DeveloperCommunities

IBM Capabilities


Embracing Open Standards

■ A commitment to drive and leverage open web standards ─ Maximize choice, agility, and ease of integration─ Drive enterprise innovation and leverage rapid innovation on the web─ Minimize incremental cost of targeting additional desktop and mobile platforms─ Leverage dominant skillsets based around web technologies

■ Enabling the next generation of socially-enabled solutions on customers' existing investments and heterogeneous infrastructures

■ A runtime-agnostic approach allows you to use established runtime technologies: Java, Domino, etc.

HTML5 ARIA

SAML

Atom


Path for Integrating Social in our Platform

■ Existing customer investment:─ Platforms: IBM Websphere Portal, IBM Lotus Notes/Domino, IBM WebSphere Application

Server, Web Stacks, PHP, Ruby, Microsoft .NET...

■ Level 1: Integrate social services into existing web applications─ Call REST services from your existing applications to add social capabilities within your

business processes

■ Level 2: Embed social capabilities in existing applications─ Gadgets bring social capabilities to existing dashboards, without wholesale replace of the

application─ Embedded experience rendered inside containers

■ Level 3: Extract Socially Relevant Information, analyzing.─ Gathering application data (Likes button, ActivityStreams, StatusUpdate...) on any existing

platform creates “Social data”enabling analytics.

■ Level 4: Deploy Social application components across platforms─ The container is the new center of gravity for the user─ Host for third party applications – new outlet for promoting application content, access to the

container social data (social graph...)─ The applications become visible and consumable via an application market


IBM Collaboration QuickStart Image for Social Business

Pre-integrated software appliance

IBM Social Business Toolkit APIs

IBM Social Business Core Modules

Workflow and formsLotus Domino

Social collaboration

IBM Connections

Unified communicationsIBM Sametime

Includes a directory of sample users

http://tinyurl.com/quickstartimage

Try it now, it is available!

IBM Smartcloud

http://tinyurl.com/quickstartimage


26

Agenda




What happens when you become a Social

business

Social Media



Efficiency and agility

Shorter runway

Faster resolution of challenges

Don't invent the wheel again

...and again

...and again


Knowledge growth

Grow the peak

Extend the base


Knowledge retention

Less sensitive to team changes

People may leave, but their

knowledge stays


Employee recruitment, motivation and retention

Discover greener grass on your own

side

What are they looking for?


Inspiration and business development

Improve the odds

Innovation thrives where people and

ideas meet

...and you don't bump into people in your mailbox


Thank you!

Q&A