Presentation at GUIDE Executive Club, Munich, 27-03-2012

1. Stefan Pfeiffer | Marketing Lead Social Business Europe
27/3/2012
Business. Made Social
How social technologies and behaviour are changing the
Enterprise and the relationship to customers
© 2012 IBM Corporation

2. To consider:
IBM’s statements regarding its plans, directions, and
intent are subject to change or withdrawal without
notice at IBM’s sole discretion.
Information regarding potential future products is
intended to outline our general product direction and it
should not be relied on in making a purchasing
decision.
The information mentioned regarding potential future
products is not a commitment, promise, or legal
obligation to deliver any material, code or functionality.
Information about potential future products may not be
incorporated into any contract. The development,
release, and timing of any future features or
functionality described for our products remains at our
sole discretion.
2 © 2012 IBM Corporation

3. The 5th IT-Age:
The Social Business Age
Social
Internet
PCs
Departmental
Mainframe
3
3 © 2012 IBM Corporation

4. We are in the age of the Dandelion
4 © 2012 IBM Corporation

5. Major Trends in the Age of the Dandelion
 New Workplace Concepts – New
Workplace and Working Time Models
together with a global economy are
changing the nature of work
significantly.
 Smart Phones & Mobility & BYOD –
Users bring their own device: Smart
Phones and Tablets, Apps like Dropbox
are used for work.
 Social everywhere - Social Channels
are everywhere and having significant
impact, in politics, private and for sure
in business, too.
 Cloud – Despite all legal discussion
around Coud: The Cloud is already
there, used privately and will enter IT.
5 © 2012 IBM Corporation

6. These trends are amplifying each other
 New Workplace Concepts – New
Workplace and Working Time Models
together with a global economy are
changing the nature of work
significantly.
 Smart Phones & Mobility & BYOD –
Users bring their own device: Smart
Phones and Tablets, Apps like Dropbox
are used for work.
 Social everywhere - Social Channels
are everywhere and having significant
impact, in politics, private and for sure
in business, too.
 Cloud – Despite all legal discussion
around Coud: The Cloud is already
there, used privately and will enter IT.
6 © 2012 IBM Corporation

7. „IDC Predicts Cloud Services, Mobile Computing, and Social
Networking to Mature and Coalesce in 2011, Creating a New
Mainstream for the IT Industry.“
Via http://www.idc.com/getdoc.jsp?containerId=prUS22593310
7 © 2012 IBM Corporation

8. Home Office
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9. Home Office
Resistance to working remotely can come
from employees with concerns over the
boundaries of their personal time being
compromised. It can also come from
employers concerned over employee
abuses of working remotely in the form of
personal calls from the corporate mobile
phone or reduced productivity combined
with less time in the office. Provided that
clear expectations and a "contract" between
employer and employee is set, these
concerns can be overcome and abuses
from either side can be mitigated.
June 2010, IDC #221309E
9 © 2012 IBM Corporation

10. Think beyond IT – The nature of work is changing!
Working World of the Future
Temporary Contracts & Lifelong employer
Crowd Sourcing
Flexible working hours 9 to 5 – fixed office hours
Home Office & Remote Office
Work
Private Life Business & Career
Worklife Balance
10 © 2012 IBM Corporation

11. Home Office? The wrong term … Mobile Office
Today, the “office” is where you are
11 © 2012 IBM Corporation

12. Type me …
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13. Move me ...
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14. Touch me ...
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15. The Game Changer: Das iPad
 Bill Gates gave it a try 2001.  „The tablet era has just begun, but
 Steve Jobs succeded 2010. Forrester Research is already predicting
 37% of US IT workers are using tablet sales in the U.S. will overtake
technology they master first at home, netbook sales by 2012, and desktop
then bring to work. sales by 2015.“
 Via http://techcrunch.com/2010/06/17/forrester-tablets-outsell-
 64% of GenY download unauthorized netbooks/
applications at least once a week to get
their job done
15 © 2012 IBM Corporation

16. The Game Changer: Das iPad
 Bill Gates gave it a try 2001.
 Steve Jobs succeded 2010.
 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
500 500
450 450
400 400
350 80
350
300 300 60
250 250
40
200 200
150 150 20
100 100 0
50 50
0
Tablets
0
PC's Smartphones
2010 2011
2010 2011 2010 2011
16 © 2012 IBM Corporation

17. Hear me ...
17 © 2012 IBM Corporation

18. Technology is dramatically changing the way we live
How I Buy How I Work
Interacting with peers Collaborating from
and engaging with the anywhere at any time.
company.
How I Create
Tapping into a wide variety
of insight and expertise.
18 © 2012 IBM Corporation

19. People are empowered like never before
Find and share Rise of social networking Bringing social tools
information instantly and mobile devices into the enterprise
• 155 million tweets sent • Social networking • 37% of US IT workers are
via Twitter each day accounts for 22% of all using technology they
• More than 7 billion pieces online time master first at home,
of content shared each • Smartphone and tablet then bring to work
week on Facebook shipments now outpace • 64% of GenY download
• The age of the PCs unauthorized applications
Shareaholics at least once a week
to get their job done
Source: Facebook, 2011
Source: Nielsenwire, 6/1/2010, Morgan Stanley
Source: Forrester: Forrsights Workforce Survey 2011
19 © 2012 IBM Corporation

20. Traditional roles and processes across the business
network are evolving
Employees Customers Partners
self-forming teams around leading the conversations becoming on-demand
fast moving opportunities that define brands 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.
20 © 2012 IBM Corporation

21. Initiative D21 / TNS Infratest: „The Digital Society in Germany – Six User
Types in Comparison“
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22. Initiative D21 / TNS Infratest: Still 53 % Digital Outsiders and Occasional
Users in Germany
22 © 2012 IBM Corporation

23. The E-Mail-Generation and the Facebook-Generation
 Traditional Users primarily use E-Mail.  The Networking Generation are primarily: 76 %.
 Social Networks are only used by 29 %.  E-Mail is out, Sharing is in.
 SMS / Messaging is in.
 They are driving Social Networking into the
Enterprise!
23 © 2012 IBM Corporation

24. Facebook for
the
Enterprise?
24 © 2012 IBM Corporation

25. It is much
more
25 © 2012 IBM Corporation

26. Profiles Home page
Find the people you need See what's happening across your
social network
Communities
Work with people who share Social Analytics
common roles and expertise Discover who and what you don’t know
via recommendations
Files
Post, share, and discover documents, Micro-blogging
presentations, images, and more Reach out for help your social network
Wikis Bookmarks
Create web content together Save, share, and discover bookmarks
Activities Blogs
Organize your work and tap your Present your own ideas, and learn
professional network from others
Forums Ideation Blogs
Exchange ideas with, and benefit from Gather structured feedback through
the expertise of others Ideation Blogs from customers/employees
Media Gallery
Upload images and videos for viewing Platform Services
and share inline in community Activity Streams, Notifications, Reputation and
Expertise, Tagging, Filtering, Searching, Feedback
an Ideation
26 © 2012 IBM Corporation

27. Social Network
Mail & Calendar
Share
Activity Stream
Presence
Social Intelligence
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28. Embedded Apps: Edit directly
within the Activity Stream (Example
SAP)
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29. The “Activity Stream” consolidates
all events from all relevant
Business systems
Connections Mobil iNotes Notes Portal
29
Designs subject©to change
2012 IBM Corporation

30. The future of mail is social
 IBM Connections Mail is the evolution of collaboration and messaging

Not a product – a service you can tap into wherever you are
 Brings all your interactions together in one place – mail, social homepage,
communities, centralized/shared information, business applications and
processes

Accessible from anywhere – using your device of choice

Tailored to you and your device
 Evolved capabilities
 Simple – intuitive and easy to use
 Integrated – find what and who you need in one place, without switching
between applications
 Social – the familiarity of e-mail in the context of a social networking experience
 Secure – mitigates security risks
30 © 2012 IBM Corporation

31. The future of mail is social
 IBM Connections Mail is the evolution of collaboration and messaging

Not a product – a service you can tap into wherever you are
 Brings all your interactions together in one place – mail, social homepage,
communities, centralized/shared information, businesssocial networking
“Very soon, you won't be able to see email and applications and
processes
separate. Email will not die, it will in fact have more flavour and will be

Accessible from anywhere – using your device of choice
more integrated."

Tailored to you and your device
-- Neha Gupta, senior research analyst, Gartner
 Evolved capabilities
 Simple – intuitive and easy to use
 Integrated – find what and who you need in one place, without switching
between applications
 Social – the familiarity of e-mail in the context of a social networking experience
 Secure – mitigates security risks
31 © 2012 IBM Corporation

32. Be In Mail Without Being In Mail
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33. Lotus Notes Social Edition – Homepage
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34. Lotus Notes Social Edition - E-Mail
34 © 2012 IBM Corporation

35. The E-Mail-Generation and the Facebook-Generation
 Traditional Users primarily use E-Mail.  The Networking Generation are primarily: 76 %.
 Social Networks are only used by 29 %.  E-Mail is out.
 SMS / Messaging is in.
 They are driving Social Networking into the
Enterprise!
IBM Lotus Notes Social IBM Connections Next
Edition with Social Mail
Outlook – social enabled
35 © 2012 IBM Corporation

36. Always on … and always Social!
(by Flowtown – Social Media Marketing Application)
36 © 2012 IBM Corporation

37. MOBILE MOBILE
Mobile is becoming the
tail that wags the IT dog.
®
Ted Schadler, Forrester
37 © 2012 IBM Corporation

38. Mobile Home Page – with Activity Stream
Optimised for
Smartphones:
E-Mail,
Calendar and
social Content
Mobile Activity
Stream
38 © 2012 IBM Corporation

39. Realtime Communication: Mobile Devices become primar Device
Multiple Platforms to be supported
The Future
● Native Meeting-Applications for Android
/ iOS
● Distribution through App Stores
● Mobile Audio & Video
39 © 2012 IBM Corporation

40. Design Principles
Simplify user actions
Consumable information flow
It is more than only E-Mail!
40 © 2012 IBM Corporation

41. More on Design Principles
Optimized Mobile Access
Moving from sending to sharing
Mobile User Experience changes Desktop User Experience
41 © 2012 IBM Corporation

42. Emerging new Social Model of Communications
Context Event
Objective
Social Networks & Enterprise Content Management
Profile
Who knows? What do they know? Who trusts them?
Blogs
Ratings
Do I need to interact with them? Wikis
& Content
Files
Communications & Collaboration
Are they available? How do they prefer to communicate?
IM Voice Video Meeting Email Social
42 © 2012 IBM Corporation

43. A new Social Model of Communication evolves
Kontext Event
Ziel
Social Networks & Enterprise Content Management
Profile
Wer weiss es? Was wissen sie? Vertrauenswürdig?
Instant Messaging (Chat), Video and
Audio, Soft Phone, Online Meetings Blogs
Ratings including Video are a natural ingredient
Macht eine„Social Workplace“. Sinn?
of the Kontaktaufnahme Wikis
& Inhalte
Files
Kommunikation & Collaboration
Verfügbar? Wie am besten kommunizieren?
IM Voice Video Meeting E-Mail Social
43 © 2012 IBM Corporation

44. Social doesn't stop in your lobby
44 © 2012 IBM Corporation

45. A social business optimizes interactions among people to
create business value and gain competitive advantage
Customers
Employees
Partners
As barriers between people disappear, organizations can tap into collective intelligence,
advocacy, and distributed talent across their entire business network to drive business results.
45 © 2012 IBM Corporation

46. Social businesses redefining their industries
Redefining how banking can be done Transforming patient care
Transforming innovation through global Reinventing how medical
collaboration knowledge is shared globally
46 © 2012 IBM Corporation

47. GAD is transforming banking into “smarter banking” by
redefining how it interacts with customers
Browser based solution in a private banking cloud
Providing exceptional service to customers
Increasing efficiency and lowering costs
Enabling new service models with banks
Customer Care and Insight
47 © 2012 IBM Corporation

48. Bayer is transforming product innovation for competitive
advantage
A new collaboration platform to foster the innovation process
Transforming interactions among peers
Reducing duplication of efforts
Leveraging collective knowledge and real-
time expertise Lightweight
Nano Foam
CO2 as Raw Material
Product and Service Innovation
48 © 2012 IBM Corporation

49. Premier is transforming delivery of patient care and saving
lives
A transformative infrastructure connecting providers, payers and patient data
Intelligence
Transforming data into real, actionable,
personalized information
Enabling members to drive performance
Information
Increasing effectiveness of treatment and
reducing costs Insight
Customer Care and Insight
49 © 2012 IBM Corporation

50. Children’s Hospital of Boston is saving lives by redefining
how medical knowledge is shared globally
PICU without walls is breaking down knowledge barriers
Enabling social network learning
Increasing efficiency and decreasing cost of
care
Increasing access to expert knowledge
across the globe
Workforce
Optimization
50 © 2012 IBM Corporation

51. Time for Social Business: Communities everywhere
51 © 2012 IBM Corporation

52. My Social Business: Communities everywhere
Social Channels
EULUC
(Twitter,
Dialog with
Facebook,
customers
Slideshare ...)
Supplier Community
Project Management /
Information Sharing
w3.Connections
Multiple Communities
(from Mac to Marketing)
52 © 2012 IBM Corporation

53. How to make it work: Business and IT must come together
Business
IT
53 © 2012 IBM Corporation

54. RETHINK the way you do business
Business
IT
54 © 2012 IBM Corporation

55. The Social Business Agenda
A Align Organizational Goals & Culture
Social Business
G Gain Social Trust
E Engage through Experiences
N Network Your Business Processes
D Design for Reputation & Risk Management
A Analyze Your Data
55
55 Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter, © 2012 IBM Corporation
ISBN: 0132618311, Copyright © 2011, IBM Press

56. My 10 Social Business Predictions for 2012
1) It is more than a Facebook for the Enterprise Unternehmen (but it helps explaining the value).
2) E-Mail gets social. And Social Software integrates Social Mail and Calendaring.
3) Of course Text messaging, but more and more Video and Audio become important in Realtime Communication.
4) We are in the Age of the Shareaholics: From Sending to Sharing.
5) We enter the Age of Co-Editing. From the Office-package to the Social Editor. Content Management (ECM) gets
integrated with Social Software, one reason is Governance, Risk Management & Compliance (GRC).
6) Activity Streams are not only a flow of information and a news feed, but become important for embedded editing
of Business events. Standards like OpenSocial allow easier integration.
7) A Social Business is always Mobile Business. Mobile devices, Tablets and Smart Phones drive eas of use of
Business Software.
8) Facing the enormous amount of information setting this information into context becomes more and more important.
Social Analytics helps managing the news ffed and puts information into context.
9) Socialize your Web Sites: The web sites of an enterprise need to be uptodate, attractive, mobile, interaktive und
dialogue driven.
10) In the Age of Social Business people are in the centre and create value, not documented. Therefore more and more
companies decide for Social Software from IBM to „socialize“ their Microsoft environment, even or in
particular Sharepoint.
56 © 2012 IBM Corporation

57. Vielen Dank!
Stefan Pfeiffer IBM Deutschland GmbH
Marketing Lead Social Business Wilhelm Fay Str. 30-34
Europe 65936 Frankfurt
Tel +49-7034-643-1233
Stefan.Pfeiffer@de.ibm.com
Twitter: DigitalNaiv
Blog: http://digitalnaiv.com
http://www.silicon.de
http://de.linkedin.com/in/stefanpfeiffer
57 © 2012 IBM Corporation

58. © Copyright IBM Corporation 2012
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