PRSA Digital Summit - The Experiment is Over
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The Experiment is Over
PRSA Digital Summit, May 1, 2009
Adam Christensen
IBM Corporation
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Twitter: @adamclyde
This presentation: http://www.slideshare.net/adamclyde
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Some observations
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Social Media
*
(0) Value
Fail
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Social Media
*
x (Value)
y (Success)
(where x is unknown)
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Social Media
*
X (Value)
X (Success)
(Where X is known variable)
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business model
corporate culture∫Value ( )
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Communications1.0 2.0
PR & Marketing
Media Outlets
Stakeholders
PR & Marketing
Media Outlets
Stakeholders
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Background: Why social media at IBM?
• 400,000 employees
• 170 countries
• B2B, Not consumer
• Company of “experts”
• Value– To flatten
organization– To learn– To influence
• Culture– Collaborative– Progressive– Risk averse
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Underlying foundations
IBM Values Social ComputingGuidelines
The AuthenticEnterprise
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Empower everyone.
Trust employees… they are the
brand
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Current picture of IBM & social media
1,000,000 dailywiki page views
60,000 socially networked
16,000Internal blogs
8,500,000Downloads
1,000+
250,000
70,000+
40,000+
1,000s
Internal External
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150,000 people
46,000ideas
10New Businesses
$100 millionInvested
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Real-time Translation
Simplified Business Engines
Intelligent Utilities
3D Internet “Digital Me”
Big Green Innovations
Branchless Banking for
Masses
Smart Healthcare Payment Systems
Intelligent Transportation
Electronic Health
Records
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A Smarter Planet
Instrumented
Interconnected
Intelligent
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Smarter Energy
Smarter Water
Smarter Healthcare
Smarter Traffic
Intelligent Utility Networks
Big Green Innovations
Smart Healthcare Payment Systems
Intelligent Transportation
Systems
Electronic Health Record System
A Smarter Planet
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Recap
Social media v. corporate culture = fail
Social media – defined value = ?success
Social media as function of business model = success
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Stay connected
Twitter: http://twitter.com/adamclyde
LinkedIn: http://www.linkedin.com/in/adamchristensen
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