1. Social Business Strategy
Gary Kearney | Worldwide Sales Leader for CEE | IBM
Twitter gary1_kearney
Linkedin gkearney@us.ibm.com
© 2012 IBM Corporation

2. 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
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The information mentioned regarding potential future products is not a commitment, promise, or
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future features or functionality described for our products remains at our sole discretion.
2 | © 2012 IBM Corporation

3. <iframe width="560" height="315" src="http://www.youtube.com/embed/29myI64ZKTo"
frameborder="0" allowfullscreen></iframe>
3 | © 2012 IBM Corporation

4. Social Media
Agenda
Trends is Social Media?
Social Media In Business
Social Media In Government
IBM: A Social Leader
Managing Your Digital Career
© 2011 IBM Corporation
4 © 2009 IBM Corporation

5. 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.
| © 2012 IBM Corporation

6. 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
PCs unauthorized applications
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
| © 2012 IBM Corporation

7. Social Media
Social Business is a BIG Opportunity
The Social Business market will reach
$100 billion 2013*
by
*According to IBM
Experts Carol Galvin &
Catherine Lord
Social Business Opportunities Include
Software Services Hardware
Source: Social Commerce Today, Carol Galvin & Catherine Lord
© 2011 IBM Corporation
7 © 2009 IBM Corporation

8. Businesses are changing how they communicate
Do you notice
anything missing
in this sign?
| © 2012 IBM Corporation

9. Social Media
Agenda
Trends is Social Media?
Defining a Social Business
Social Media In Government
IBM: A Social Leader
Managing Your Digital Career
| © 2012 IBM Corporation
© 2011 IBM Corporation
9

10. Traditional roles and processes across the business network are
evolving, forever changing the way organizations operate
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.
| © 2012 IBM Corporation

11. Social Media
Components of a Social Business
Networks of People That Create Business Value
People Networks Interactions Business &
Social Analytics
People Profiles
Blogs
Tasks & Activities
Mobility
Employees Experts wikis
Innovative Communities
Ideation File Sharing Made Simple
Partners Communities
Intranet
Internet Social Media
Extranet
Customers Groups/Teams Communities
Source: House, Sean Applications
© 2011 IBM Corporation
11 © 2009 IBM Corporation

12. Social Media
Defining Social Business
A social business embraces networks of people to create business value
- IBM’s Definition
Engaged Transparent Nimble
Deeply Removing Speeding up
connecting boundaries to business with
people to be information, experts, information and
involved in and assets, helping insight to anticipate
productive, people to drive and address evolving
efficient ways business results opportunities
| © 2012 IBM Corporation
Source: IBM Social Business
© 2011 IBM Corporation
12

13. Social Media
A Social Business Delivers Powerful Results
1 2 3
Optimize the Drive Operational Deepen Customer
Workforce Effectiveness Relationships
Helps individual be their Quickly and cost Engage with
most effective, while effectively brings to customers more
enabling the right talent market new solutions deeply to anticipate
to come together at the that better meet and meet their needs
right time to solve customer needs by in ways that
business problems removing barriers differentiate a
between people business from the
competition
| © 2012 IBM Corporation
Source: The Social Business
© 2011 IBM Corporation
13

14. Common challenges for Social Business
transformation
Inertia Resistance
• Old habits die hard • “Social = Facebook” = time wasted
People
In general
• Why should I change? • Seen as incremental “Yet another tool to learn and handle!”
• Reaching critical mass • Too busy to make the initial re-learning investment
• “Knowledge is power” – just hint, don’t give away
Leaders Communications Marketing/Sales
• Fear of loss of control • Even busier • New communication patterns • Lack of maturity in social
People
media dynamics and
Subsets
• Fear of IP leakage • Higher technical threshold, • No longer in the driver’s seat
greater learning effort manners
• Only what can be measured, • From communicator to coach
counts • Fear of criticism, bad • Monologue, not dialogue
behaviour
Steering Appraisal system Policy/Processes Technology
Enablers
•From infochannel to work tool • Short horizon, siloed •Social computing policy • Access (no PC, mobile)
•Budget • Measurable is what matters •Lack of social aspects in • “Local is safe”
policies
•Governance • Investments and innovation • Lacking integration
not recognized •Counter-social processes
| © 2012 IBM Corporation

15. 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
| © 2012 IBM Corporation

16. Social Media
Agenda
Trends is Social Media?
Defining a Social Business
IBM: A Social Leader
What happens when you become a Social
business
| © 2012 IBM Corporation
© 2011 IBM Corporation
16

17. Social Media
IBM is a Leader in Social Business
Quickr Connections LotusLive Notes SameTime
International Data
35% of fortune Corporation named
100 companies
were using IBM
IBM the #1 Social
Software platform in
Social Software in the industry
2010
Gartner identified IBM as a Leader for Social
Software in the workplace
Source: IBM Social Business Update, SeekOmega, Gartner
© 2011 IBM Corporation
17 © 2009 IBM Corporation

18. Adoption Takes Time
% Agree
100%
90%
80%
70%
60% Better use of mobile device
Reduced time in mail jail
50% Reduced time searching for people
Reduced time searching for
40% information
30%
20%
10%
0%
Within last week Witihn last month 1-3 mos ago 3-6 mos ago More than 6 mos
■ It takes time to develop new habits, and to accumulate value
■ The BlueIQ Ambassador program can help nurture adopters
Source: 2Q11 BlueIQ Team Impact Survey 18 | © 2012 IBM Corporation

19. Collaboration among IBMers
Community More experts, more information, more
Share knowledge
Activities Communities
Individual
Share IBM Connections on the
IBM Connections on the
Wiki
Files
intranet metrics:
intranet metrics:
Blog
630,000+ Profiles
630,000+ Profiles
Person
Bookmarks
58,000+ Communities
58,000+ Communities
Profile &
Social Network
101,300+ Bloggers
101,300+ Bloggers
Micro-blogging
1.21M+ Bookmarks
1.21M+ Bookmarks
203,300+ Activities
203,300+ Activities
6.95M+ file downloads
6.95M+ file downloads
25.95M+ Wiki page views
25.95M+ Wiki page views
As at June 2011
As at June 2011
19 | © 2012 IBM Corporation

20. 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 Enable people to
they live and work engage productively
in a business context
Connect through identities on
consumer, b2b, and corporate Develop personal insights and
social networks social intelligence
Communicate on the associated Facilitate emergent processes
channels
Access people social graph
Monitor and analyze Act on insights for
social data to discover business advantage
new business insights
Integrate social capabilities into
Analyze identities, social graphs, the enterprise in order to act
communication channels, and on new opportunities, make
social content better decisions, optimize
processes in real time, and
Identify opportunities, problems, govern and manage risk
solutions, valuations, etc.
| © 2012 IBM Corporation

21. IBM Social Business Capabilities
Rich capabilities and open Web standards enable integration of social... everywhere
Transform Envision Enable Adopt Optimize
Social Networking Social Content Social Analytics
Discover
Owned social networks Engagement apps Analytics
Engage
Reach
Channels Context and relevance Monitoring
Social connectors Social content platform Optimization
Process Management Information Management Governance and Lifecycle
BPM Rules Information integration ILG&M Security
Act
Connectors ESB MDM Data warehousing Community gov. Mobile
Open Standards
| © 2012 IBM Corporation

22. Vibrant and Expanding Ecosystem
.NET Cognos
PHP Connections
Websphere
Developer ECM Notes &
Communities Domino
REST Services
OpenSocial
Activity Streams
Business Card
Widgets
External External
Services Data
Social
Content Analytics BPM
IBM Networking
Capabilities
| © 2012 IBM Corporation

23. 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 Atom
SAML
23 | © 2012 IBM Corporation

24. 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
| © 2012 IBM Corporation

25. IBM Collaboration QuickStart Image for Social
Business
Pre-integrated software appliance
IBM Social Business Toolkit APIs
IBM Social Business Core Modules
Social Unified
Workflow and forms
collaboration communications
Lotus Domino
IBM Connections IBM Sametime
Includes a directory of sample users
IBM Smartcloud
Try it now, it is available!
http://tinyurl.com/quickstartimage
25 | © 2012 IBM Corporation

26. Social Media
Agenda
Trends is Social Media?
Defining a Social Business
IBM: A Social Leader
What happens when you become a Social
business
| © 2012 IBM Corporation
© 2011 IBM Corporation
26

27. Efficiency and agility
Shorter runway
Faster resolution of challenges
Don't invent the wheel again
...and again
...and again
© 2012 IBM Corporation

28. Knowledge growth
Grow the peak
Extend
the base
© 2012 IBM Corporation

29. Knowledge retention
Less sensitive
to team
changes
People may leave,
but their
knowledge stays
© 2012 IBM Corporation

30. Employee recruitment, motivation and retention
What are they
looking for?
Discover greener
grass on your own
side
© 2012 IBM Corporation

31. Inspiration and business development
Innovation thrives
where people and
Improve the odds ideas meet
...and you don't
bump into people
in your mailbox © 2012 IBM Corporation

32. Thank you!
Q&A
| © 2012 IBM Corporation