Speaker 1 Bettina Kahlau

Bettina Kahlau Manager of Strategy & Marketing in Germany Global Business Services & Industry Marketing

Marketing is dead – Long live Marketing! Quelle: Web 2.0 – Where the Internet is headed, Laurie Dillon-Schalk

Open standards enable Innovation & improved efficiency of social networks ,[object Object],[object Object],„ You cannot NOT communicate!“ 1:n Mass phenomenon

One indicator for succes::: IBM Brand value IBM Brand historie ($ Mrd.) Top Five 2008 59,00 66,67 59,03 53,09 35,94 Source: Interbrand‘s Best Global Brands 2008 94 95 96 97 99 00 01 02 03 04 05 06 -0,5 17 18 24 44 53 53 51 52 54 53 56 07 57

The Greater IBM Connection | October 31, 2008 The Greater IBM Connection Facilitating a special interest community for IBM Global Business Services, the business consulting arm of IBM Bettina Kahlau - Founder of GIBM in Germany

Social networks form to tap into the information that’s BTE 2 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],BTE 2 – “behind the eyes and between the ears”

Communities are formal social networks built around a common interest ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],BTE 2

IBM has long promoted internal communities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1 Common context : a shared terminology or special use of language, norms, and artifacts 2 Social capital: an individual’s stock of connections, knowledge, skills, relationships, and common context Objectives

Business Value Social Capital Community Activities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Communities create a pathway for knowledge to move

As a community matures, it provides more value ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Adaptive (5) Building/Evolving (3) Formation (2) Potential (1) Sense and respond capabilities High- performing Standard consistent processes The Five Levels of Community Maturity Operationalized/ Active (4) Subject matter experts connect to create value

[object Object],[object Object],[object Object],Program goals and value to IBM The Greater IBM Connection is a Chairman’s Initiative to coordinate IBM’s alumni outreach effort in a way that brings mutual value to IBM and IBM alumni. (Founded 2006)

Where do IBMers network outside IBM? 30,000 40,000 50,000 current and former IBMers 36,000 285,000

Reasons for a special interest community for Global Business Services in Germany ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

GIBM in Germany started with a Pilot for GBS in March 2007 on XING Build November 2006 Kick-Off 2008 15.07.08 Design Build Online features / activities Run and improve GBS networking platform and events January 2007 Piloting Phase GIBM - GBS Community Kick-off Event Munich Oktoberfest 2007 March 2007 Go-Live December 2008 (planned) Open to all IBM DE Design IBM GIBM - QCC Community Go-Live Run QCC Design Workshop Rollout to GBS Subsidiaries (+ 800 Members)

A special interest target group requires special content ,[object Object],[object Object],Community IBM Topics Consultancy Topics Career Center Archive & Downloads Everything around the community General but re-worked IBM topics Consultancy specific Topics Career Topics and Job Offerings for Consultants Archived Podcasts and Transcripts Everything has been implemented through XING functionalities.

Results and Findings ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Greater IBM Connection | October 31, 2008 QUESTIONS? Bettina Kahlau let’s get connected on XING

The Greater IBM Connection | October 31, 2008 THANK YOU! Bettina Kahlau let’s get connected on XING

Speaker 1 Bettina Kahlau

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Speaker 1 Bettina Kahlau