Cbs social media & innovation in ibm anders quitzau

© 2013 IBM Corporation

Social Media and Innovation in IBM

Anders Quitzau, Innovation Executive

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Copenhagen Business School 16.04.2013

AndersQuitzauIbm


Social Media & Innovation

IBM’s definition of innovation

§ Intersection of invention and insight§ Creates value

§ Holistic view– Business model– Products & services– Operations

“Innovation is a societal -- not a

technological -- phenomenon, Sam Palmisano, CEO, IBM Corporation

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IBM’s early days....



IBM these days....

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Named one of Most Innovative Companies by....



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Smarter'Planet'is'about'how'integrated'technologies'change'the'way'in'which'the'world'func7ons'

We'are'now'able'to'measure,'sense'and'see'the'exact'condi7on'of'everything'

People,'systems,'and'objects'are'interconnected'by'networks''

Being'intelligent'means'being'able'to'analyze'data'and'understand'the'networked'things'''

Smarter Planet is about how integrated technologies change the way in which the world functions



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Smart oil fields Smart traffic Smart energy

We Innovate becauseWe must

Smarter water management

Smart food supply

Smart architecture Smart disease prevention

Smart healthcare

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Generational shifts unleash different work styles

New generation(born after 1980)

Mid- career workers(Age 35 – 50)

Older workers(Age 50 +)

growing as % of workforce

social networkingemail instant messaging

shrinking as % of workforcegrowing as % of workforce

wisdom and intellectual capital of the organization

essential professionals and middle managers

critical to long-term viability and innovation

social networkingemail instant messaging

shrinking as % of workforcegrowing as % of workforce

wisdom and intellectual capital of the organization

essential professionals and middle managers

critical to long-term viability and innovation



Manufacturing Customer FulfilmentMajor Employee Sites

IBM Research Centers

Employee Service Centers

• 170 countries• 2,000 locations• Nearly 100

acquisitions since 2003

• 50% employees have < 5 years experience

IBM location Mobile employees

IBM has a workforce of over 500,000 of which almost 50% are mobile

LC

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Customer Care and Insight

Product and Service Innovation

Workforce Optimization

A social business optimizes interactions among people to gain a competitive advantage

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Customers directly

Employees (general population)

Consultants

Internal sales and service units

Business partners

Associations, trade groups, conf boards

Competitors

Other

Think-tanks

Academia

Internal R and D

Media, Publications

Internet

Citizens

Labs/Other Govt institutions 0 %

2 %

2 %

2 %

4 %

6 %

6 %

6 %

17 %

19 %

23 %

25 %

27 %

35 %

38 %



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Source: The Global CEO Survey 2006

Internal & External Sources for New Idea Generation

Internal Sources

External Sources

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Companies capture new innovative ideas from both internal and external sources



We use social media to distribute content and get into dialogue

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378,000+ (*including Alumni)

39,000+ users, 500+ IBM groups(65% outside the US)

80+ accounts using “IBM” in the name(25% from outside the US) – over 3,000 IBMers on Twitter200+ IBM channels

75,000+

100,000 IBMers collaborating with 200,000 non-IBMers

Social Media in IBM



Ideas source:Internal, partners and customers

Weeks to m

onths

Breadth

Today – As is

Service Service Service

Our philosophy of innovation is: Fail many, but fail cheap - A new paradigme in innovation enabled by Web 2.0:

Yesterday – as was

idea

Service

18 months to 2 years

Ideas source:Internal

§Use of exposed common capabilities to enable rapid service assembly

2§Larger variety of

compelling offerings to offer customers

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idea idea

idea

ideaidea idea

idea

idea

ideaidea ideaidea idea ideaideaidea

§ Ideation and Product Inception from the expanding source for innovation

§Use Collaborative tools to solicit interactive feedback.

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§Limited community to foster new innovation

§Little user interaction and market feedback

§Service silos §Limited reuse

§ “Build it and they will come” approach

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Many Social Business InitiativesI N

S I

D E

O U

T S

I D

E

Partners

Clients

Internal Stakeholders

Sametime 3D

IBV reports

GlobalTechnology

Outlook

FOAK

Mobilize Interest, Collaborate

Mobilize Interest, Collaborate

Incubate, Prototype and

Validate Create

IdeaImplement,

Take to Market

IBM Lines of Business

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Social Business Initiatives - Innovation Jam

- 90 hours- 150,000 people from 104 countries- Tapped employees form over 1000 companies across 20 industries - 90,000 log ins- 32,000 posts- Smarter Water concept emerged - Resulted in launch of 10 new IBM business- Seed investment totaling $100 million



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Social Business Initiatives - Innovation Hub24x7 innovation marketplace

§ Localized collaborative innovation model for directed results

§ Integrates Lotus Connections social network with idea sharing

§ Sharing business needs, innovation, implementation and recognition

§ $$$$ estimated impact of idea programs:

– 45% new revenue opportunities– 37% time savings improvements– 18% cost savings improvements – cultural suggestions

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CommunitiesIBM hosts over 85,177 online communities, each with shared resources and discussions. More than 38,422 are private [restricted] communities.

BlogsIBM’s blogging platforms host 42,929 blogs, 303,296 entries with 106,736 users and 84,439 tags.

BookmarksIBM’s internal social bookmarking system has 1,370,336 total bookmarks with 3,908,271 tags and with 76% of them publicly shared.

ActivitiesIBM’s internal Activities service contains 259,013 unique activities with 4,169,728 entries and with 556,429 registered, 'distinct', members.

IBM’s internal Profiles hold over 635,000 entries* & serves over 4 million searches per month. It’s the hub of user requests & all applications authentication for IBM.

FilesIBM’s internal social file sharing & storage service contains 581,081 files, shared 1,501,706 times with 338,903 files added to folders [collections].

WikisIBM’s internal Connections Wiki platform hosts 672,968 pages viewed 42,993,500 times.

Social Business Initiatives - IBM Connections



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IBM Connections for idea generation



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Over 30 IBM participants from 14 countries participated in our Idea Lab over a 7 day period.

They exchanged ideas on key topics in the mobile payment industry.The results were exciting, creative, and most of all – innovative.

IBM Connections for idea generation



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Innovation@IBM

Measured Benefits of Social Software in IBM

–  87% of IBMers collaborating with others using social software increase skills

–  84% access experts quicker

–  74% increase their productivity

–  64% improve personal reputation

–  84% share knowledge with others

–  77% re-use assets

–  64.5% improve personal reputation

–  64.5% increase their sense of belonging

–  59.9% increase sales

–  42.4% improve customer satisfaction



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Personal Profile



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64 © 2012 IBM Corporation

Innovation@IBM

TAP Examples: Hard to find the right person, the right information, the right tool

! EXPERTISE LOCATOR ! Employees can share ! Areas of expertise ! 10,000 logins, ! over 100 experts ! contacted by end users

! ANSWERS ! Grassroots : people can ask questions, ! find and provide answers ! Approximately 8000 users per month



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Innovation@IBM

Social Sparklers��! Internal

" 433,000 users of IBM Connections"" 26,000 individual blogs"

" 91,000 communities"

" 623,000 files shared"

" 9.5M file downloads"

"50M instant messages/day""35,200 enrolled in Expertise Locator""More than 120,000 mobile IBMers""4 Innovation Jams: 500,000 participants

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External • Linked In""  304,000 employees""  343,000 IBM alumni""  692,277 people follow IBM""  Greater IBM Connection: 70,000""  Twitter: Approximately 32,000""  Facebook: 171,600 listed IBM as workplace""  People for a Smarter Planet on Facebook: approx quarter of a million followers""  Youtube: Nearly 4.5 million video views""  smarterplanet.com blog: 50,000 visits/month"



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Cbs social media & innovation in ibm anders quitzau

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