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IBM Social Business 2011

Years Leading with People

Friedel JonkerSoftware Client Leader, IBMjonker@de.ibm.com

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IBM has a rich culture of collaboration…

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… in fact, before the Internet, IBMers were using “social media”

Live discussion forum on our intranet that began in 1986

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Over last 100 years, the world has come to know IBM through the IBMer

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The IBM brand strategy today still leads with People

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Snapshot of IBM employee social computing activity

•Blogs - 17,000 blogs

•SocialBlue – 70K members

•WikiCentral –1 million daily page views

•InnovationJam – 4 Jams, 500,000 participants

•Media Library – 14 million downloads

198,000

196,000

100,000+

25,000+

300,000+

Internal External

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Employee-generated brand interactions are growing exponentially

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Evangelization: Blue IQ Ambassador program

Worldwide community of social software evangelists passionateabout social networking

Volunteer their time and talent to energize and enable every IBMer to benefit from using social software, both internally and externally

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Using social media for innovation

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$100 millionInvested

150,000 people

46,000ideas

10New Businesses

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IBM Social Business Jam February 8-11, 2011

The Social Business Jam

Cooperatively explore the value of social technology in business, the mitigation of its risks, and the management system required to drive a social transformation.

An important dialog about the growing influence of social technology in business

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Using social media to surface IBMers’ expertise

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Surfacing experts: On our own domains (ex: ibm.com/software)

Grow IBM’s digital eminence

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Surfacing experts: On third-party platforms (First ever Slideshare network)

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Aggregating experts’ social activity across Web on our own domain

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Surfacing experts: In our mass marketing…

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Using social media to activate participation in building a Smarter Planet

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Using social media to create the world’s largest supercomputer

World Community Grid. Donate your idle computing time to

to fight cancer

to find a cure for HIV/AIDS

to find new renewable energy sources

YOU CHOOSE WHAT ITS USED FOR

http://www.Facebook.com/PeopleForaSmarterPlanet

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social media guidelines, education,

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�Be who you are�Speak in the first person�Use a disclaimer�Respect your audience� Add value�Don't pick fights�Be the first to respond to your own mistakes. �Use your best judgment.�Don't forget your day job.

IBM supports open dialogue and the exchange of ideas: To learn, to contribute

IBM Social Computing guidelines / social enablement

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Direct Results

2004-2009 2010-2015

Experimentation

� Value: Web as a promotional vehicle

� Primary Goals: Trial a new media concept, gain eyeballs, build brand and drive awareness

� Measurements: Cost per impression

� Marketing Tactics:

– Branding – buttons,

banners

– E-mail – newsletters, list rentals

1996-2003

� Value: Web as a direct results

platform

� Primary Goals: Drive traffic and lead generation

� Secondary Goals: Thought leadership and branding

� Measurements: CPL, CPC, brand measurements confirmed

through surveys

� Marketing Tactics:

– Search ads

– Lead generation – white papers, webcasts

– Branding - IMUs, larger units, microsites

– E-mail – list rentals

� Value: Web as a relationship

management platform

� Primary Goals: Engaging prospects and customers outside of their Web site

� Secondary Goals: Lead generation, drive traffic, thought leadership and branding

� Measurements: Cost of sales, customer retention, brand penetration and measurements from direct results stage

� Marketing Tactics:

– Vendor communities

– Two-way ads

– Messaging connections using trigger marketing

– Successful tactics from direct results stage

Relationship

Social media timeline

Source: Toolbox

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Willkommen zu einem intelligenten Jahrzehnt

Vision 1995 Realität 2011

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If you can Do what you

THINK

and wanted to Do.

That´s Your Way !

Business is People ☺

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Friedel JonkerDipl.-KaufmannSoftware Client LeaderIBM Software Group

Wilhelm-Fay-Strasse 30-34D-65936 Frankfurt

Phone (+49)-69-6645-1227Fax (+49)-69-6645-5640Mobile (+49)-160-9638657Jonker@de.ibm.com

More information from IBM and me. Look at Xing, Linkedin, Youtube, Twitter, Scribd, Slideshare and Lotus Greenhouse.

Join my Networks as Philip Kotler (North.West.Uni), Manfred Krafft (WWU Münster), Thomas H. Davenport (Babson College), Peter Weill (MIT), Jeanne W. Ross (MIT), Andrea Back (St. Gallen), Jon Katzenbach (Booz), Genie Z. Laborde (I.D.E.A.), Daniel Pink, Ross Dawson (AHT) Charles Savage (KEE), Soumitra Dutta (INSEAD)Chuck House (Stanford Uni.), Thomas Hutzschenreuter (WHU), Gunter Dueck (IBM), David Croslin and other leading Thinkers and Practitioners have already done it.

Business is People ☺

Selection of Companies on my Networks:

3M, Ameriprise, Booz & Company, Citigroup,

Daimler, Deutsche Bank, Deutsche Telekom,

Deloitte & Touchee, Ernst & Young, IBM, McKinsey,

Nokia, O2, REWE, Samsung, Siemens, Swisscard,

TUI, Vodafone, Volkswagen and more.

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