This document discusses how IBM is a leader in social business. It promotes Sandy Carter as VP of Social Business Evangelism at IBM and provides her contact information. The document outlines IBM's social business agenda and how industry leaders are using social business to achieve ROI across organizations in areas like customer service, sales, and marketing. It describes IBM's market leadership in social business and expertise across industries.

1. Sandy Carter | VP, Social Business Evangelist
IBM Corporation
Get BOLD
Social Business Agenda
Follow me @ sandy_carter
http://twitter.com/sandy_carter
Subscribe to my blog
http://socialmediasandy.wordpress.com/
© 2012 IBM Corporation

2. Social Media is changing interactions and creates
opportunities for new relationships
2 © 2012 IBM Corporation

3. What is a Social Business?
Engaging
Transparent
Nimble
3 © 2012 IBM Corporation
3
3

4. Industry leaders are disrupting their markets with Social
Business…
4 © 2012 IBM Corporation

5. …and achieving ROI across the organization
Product
Development
Can develop and bring new
Customer Service products to market in 1/3 time (3)
Can achieve 5% reduction in
customer defection rate
increasing profits by up to 68% (2)
Sales Marketing
Can achieve 100% increase in
Can increase sales manager market exposure (4)
revenue by 40% and improve
efficiency by up to 50% (1)
Source 1: VCC case study, Source 2:TBC , Source 3: Cemex case study, Source 4. Amidori case study
5 © 2012 IBM Corporation

6. Our market leadership…
of the top 10 banks of the largest telcos governments covering
and retailers all G8 nations
#1 60% 36,000+
Ranking by IDC for 3 of Fortune 100 use IBM Social Business
consecutive years IBM Social general business
Business customers globally
Expertise across all Industries & Geographies
…provides unparallelled experience on how to achieve success
6 © 2012 IBM Corporation

7. The Social Business Agenda
A
Social Business
Align Organizational Goals & Culture
G Gain Social Trust
E Engage through Experiences
N Network Your Business Processes
D Design for Reputation & Risk Management
A Analyze Your Data
7 Source: “Get Bold: Using Social Media to Create a New Type of Social Business” by Sandy Carter, ISBN: 0132618311, Copyright © 2011, IBM Press © 2012 IBM Corporation

8. A
Omron: Cultural shift
CULTURE eats strategy for lunch!
Goals:
Shift from multi-local to Pan Integrate division model
Geographic for ―1 Omron to Client‖
Approach & Results:
8 © 2012 IBM Corporation

9. A
Culture Assessment
Cultural Theme Culture Questions
C = Current D = Desired
1 2 3 4 5
Boundaries Isolated functions Cross functional cooperation
Teaming Individual competitive Team oriented
Learning Slow adopting new skills Continuous learning culture
Management Style Controlling Delegating
Horizontal Comms Bureaucratic, formal channels Free communication up the org
Open Comms Guarded communication Open communication
Initiative Follow specific instructions Take initiative
Risk Tolerance Punish mistakes Learn from mistakes
Pace Slow, cautious pace Fast pace
Rules / Process Keep to rules Ignore rules
Hierarchy Many organizational layers Few organizational layers
9 © 2012 IBM Corporation

10. G
Asian Paints – Trust with Ecosystem
Transparent
Friends
Responsive 15%
Tippers &
& Followers
Open Consistent
Expertise
Website for professionals
Architects/
Interior Painters
Designers
End
Dealers
consumers
Our
customers
10 © 2012 IBM Corporation

11. G
Executives leading the way to build trust
IBM’s CEO
• Dedicated Communication
Community called
“ThinkTogether”
• Video Blogs
– First day on job
– After every Qtr
• Recognition via micro blogging
Likelihood of trusting CEO & leadership who
openly communicate on Social*
No
difference
(16%) Much more
likely (31%
Less
likely (2%)
More likely (51%)
11 © 2012 IBM Corporation

12. G
Trust = reactions; not followers
38 186 MASS INFLUENCER /
Twitter Followers: TIPPER
86,000+
Reactions Generated: Twitter Followers: 6,900+
3,291 Reactions Generated:
Reactions per 1K 1,281
followers: 38 Reactions per 1K
followers: 186
0.04
Justin Bieber
Twitter Followers: 7.4 Million
Reactions Generated: 294
Reactions per 1K followers: 0.04
Courtesy of DeepMile Corproation
12 Courtesy of DeepMile Corproation © 2012 IBM Corporation

13. E
Shift from process automation to collaborative
processes
Systems of Record Systems of Engagement
*Balance to 100% is
non IT opportunity
Process Automation Collaboration
Business Intelligence/analytics
Direct customer Interface
Source: The Corporate Executive Board Company. IBM Strategy
Analysis based on APQC Process Classification Framework v5.0; n=550
13 © 2012 IBM Corporation

14. E
CEOs Get Social!
Percent of CEOs using Social Primary Channel for Engaging
to Connect with Customers Customers within 5 Years
Top 3 CEO Priorities:
Empowering employees Engaging customers Amplifying innovation
through value and individuals with partnerships
Source: 2012 IBM CEO Study “Leading Through Connections
14 © 2012 IBM Corporation

15. CMOs Signaled Three Key Goals
Deliver value to
Foster lasting Capture value,
empowered
connections measure results
customers
of CMOs regard social
71% business as their #1 priority
in managing the shift to
digital technologies.
15Source: IBM Institute for Business Value, Global Chief Marketing Officer Study, 2011 © 2012 IBM Corporation
151

16. E
Engaging to amplify rewards and motivation
IBM - BlueThx TD Bank – WOW Moments
16 © 2012 IBM Corporation

17. E
Integrated gamification creating engagement
More quickly realize the
value of social business
by engaging customers,
partners and employees
Spark Adoption for IBM Connections,
Spark Collaboration for IBM Connections
17 © 2012 IBM Corporation

18. E
Engage with an Exceptional Experience;
Shift spectators into participants
Social Gaming at AXA and IBM Setting a standard of services at Hilton
Engaging students at SP Social Cloud at Panasonic
18 © 2012 IBM Corporation

19. E
New!
Integrated Social User Experience with the Best Social
Mobile Capabilitiy!
Move from a river of news to
an interactive integrated
business stream
• Easy to integrate business
applications and workflow into stream
Extend corporate
branded social
platform to your
mobile experience
• Easily manage your
Integrate your Inbox view and your branding across all
social perspective into a single devices from a single
point
experience
• Made it easy to keep track of your social
network and your correspondence
19 © 2012 IBM Corporation

20. N
(Social) Network Processes
20 © 2012 IBM Corporation

21. Defining the
unique character
of the company’s
core promise
Greenwell exists to nourish the soul,
21
providing organic foods that are gentle
on the earth—and healthy for the body.
With an all-local, farm-to-table approach,
the wholesale organization creates
products that retailers are proud to offer
their customers, at a price that everyone
can enjoy.

22. Creating
Community and
Core Values
Greenwell works to provide
every employee with a
consistent understanding of
the company’s unique
character, from compelling
product differentiators to the
company’s core values.

23. Social Media Listening
and Sentiment Analysis
The wholesale organization engages
in ongoing social listening and applies
advanced analytics to understand gaps
that exist between the company’s brand
and how their ideals are being
perceived in the real world.

24. Idea Generation
with Employees & Partners
Social business collaboration tools enable the
wholesale organization to solicit ―best ideas,‖
concepts and voting from large groups across
the Greenwell organization and its partner and
local producer ecosystem.

25. Shared Metrics
and Reporting
The product launch community not only serves
as a collaboration platform, but also as an
executive management tool. Greenwell
employees are able to present the CMO with a
progress report, providing visibility into the
project, its participants, and its overall
popularity.

26. Customer and
Employee Advocacy
Greenwell’s launch efforts have paid
off—the company has enhanced the
integrity and awareness of the Greenwell
brand. And because it is a social
business, word of the launch is lighting
up a network of advocates—employees,
partners, suppliers, and customers.

27. N
New!
Open Framework support for Business Applications integration
into unified activity stream drives process efficiency
• SAP
• Cognos
• FileNet
• IBM Forms
• Peoplesoft
• SugarCRM
• Websphere Portal
• Microsoft SharePoint
• Yammer, Jive, Chatter, …
• Websphere BPM, Lombardi
• Custom Workflow applications
• Domino xPages applications
• Twitter, Facebook, Google+
• Trilog (Business Partner Solution)
27 © 2012 IBM Corporation

28. N
Value of Social Business
20% Customer Service
Increase Customer Satisfaction
R&D
20% Reduce time to market;
Increase number of successful innovations
HR & Talent Management
30% Increase speed to access knowledge;
Increase speed to access experts
Source: Business and Web 2.0: An interactive feature, McKinsey Quarterly, 2011
28 © 2012 IBM Corporation

29. D
Design for Reputation and Risk Management
• Develop Policies
• Management Oversight
• Regulatory Compliance
• Network Security
Source: “Get Bold: Using Social Media to Create a New Type of Social Business” by Sandy Carter,
29 ISBN: 0132618311, Copyright © 2011, IBM Press © 2012 IBM Corporation

30. A
Analytics
AFFINITY ANALYTICS SENTIMENT
 Dimensional
 Relationship
Analysis
Tables
 Filtering
 Relationship Matrix
 Voice
 Relationship Graph
COMPREHENSIVE EVOLVING TOPICS
ANALYSIS
 Keyword Search  Relevant Topics
 Dimensional  Associated
Themes
Navigation
 Drill Through to 100%  Ranking and
Volume
Content
Improved exposure
30 © 2012 IBM Corporation

31. IBM
98% Positive Sentiment of IBM’s Social
Business messaging (Jan 17-23rd)
31 © 2012 IBM Corporation
3

32. New!
We are announcing...
Industry leading business outcomes from Social
– Ranked #1 by IDC for 3 years
– Delivering outcomes to 60% of Fortune 100, 36,000+
General Business customers
First-of-a-kind IBM Platform for Social Business
– Connections 4, Connections Suite, Intranet Experience
Suite
– Mobile, Integration, Social Content, Social Analytics
Smarter Social Ecosystem
– Broadest ecosystem of 39,000+ Partners
– Software Development Kit for IBM Social Business
– Ready for IBM Social Business Solutions Showcase
32 © 2012 IBM Corporation

33. New!
IBM Announces the Intent to Acquire Kenexa
As recognized leader in end-to-end talent management solutions, Kenexa
brings capabilities required to enable a smarter workforce
• Industry leader with a unique combination of technology, services & content
• Only cloud-based talent management solutions provider with a proven RPO
business
• 25 years experience building teams, transforming organizations and
processes
• Blue-chip client base, including over half of the Fortune 500
• More than 8,900 clients across every industry
• Rapid growth: 29% CAGR1 since 2004
Best Learning Content Top Recruitment Technology
Management System Top 20 Leadership Training Provider
Companies
RPO Baker’s Dozen 2011 Product of the Year 2010
Source 1: non-GAAP
33 7th year in a row © 2012 IBM Corporation

34. What do you do now?
• Establish Strategy, Gain Buy-In
Value Estimator &
Social Business Business Value
Business Value
Agenda Workshop Assessment
Assessment
• Accelerate Adoption
Social Business QuickStart
34 © 2012 IBM Corporation

35. Available Now
ISBN-10: 0132618311
ISBN-13: 9780132618311
Subscribe to my blog
http://socialmediasandy.wordpress.com/
Follow me @ sandy_carter
http://twitter.com/sandy_carter
35 © 2012 IBM Corporation