My presentation at the Arizona Entrepreneur's Conference 2012

1. AZEC12
Arizona Entrepreneurship Conference
October 30th, 2012
Social Business in the Enterprise
© 2012 IBM Corporation

2. What I Talk About Online
@rawn
Twitter
Forbes Blog
LinkedIn
Google+
General Social Business Management

3. Defining the
unique character
of the company’s
core promise!
Greenwell exists to nourish the soul,
3
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.!
!

4. 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.!
!

5. 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.!
!

6. Real-time Community
Collaboration!
Greenwell employees use these consumer
insights to launch a new product that
upholds one of the brand’s core values—
affordability. These employees can
collaborate from nearly any device and any
geographic location.!
!

7. Idea Generation
with Employees!
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.!
!

8. Idea Generation
with Partners!
Retailers of Greenwell
products are empowered
to play a key role in the
end-to-end innovation
process, from idea
generation and refinement
to pricing and marketing.!
!

9. Collaborative
Planning!
Renovations Inc.—which handles Greenwell’s
product packaging—interacts with the community
from its own website for the product launch,
which means Renovations employees don’t leave
the familiarity of their own online environment.!
!

10. Employee Enablement and
Collaborative Decision-making!
As the launch continues, Greenwell can securely
communicate in real time with the launch team
and partner ecosystem whenever necessary. The
best, most informed decisions are being made at
every milestone.

11. 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.!
!

12. Collaborative
Content Creation!
As the launch nears completion, it is crucial
that employees be able to create and review
content for the website as fast as possible.
Social business makes this process easier with
online document editing and real-time global
sharing of documents and media.!
!

13. Employee Training
for Social Media!
In addition to Communities, employees have
access to innovative applications like the Social
Indicator Type tool. This allows Greenwell to
create avenues for employee engagement and
advocacy, helping ensure that corporate culture
is reflected in both employee and brand.!
!

14. Social Governance
and Risk Mitigation!
Greenwell manages the risks of being a
social business by implementing business
conduct guidelines, clearly outlining that
online activity is bound by the same ethics
as all other business interactions.!
!

15. 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. !
!

16. Defining the
http://
unique character
onforb.es/
of the company’s
SmQuUc
core promise!
16

17. Achieving ROI across the organizational workflows
Product
Development
Customer Service
Reducing time to market for
products/services by 20%
Reducing customer support
costs by 16%
Increase number of successful
innovations by 20%
Increasing customer
satisfaction by 20%
Sales
Marketing
Increasing effectiveness of
Increasing revenue by 15%
marketing by 17%
Reducing travel costs by 20%
Reducing marketing costs by 20%
Source: Business and Web 2.0: An interactive feature, McKinsey Quarterly, 2011
© 2012 IBM Corporation

18. Social Business across IBM…
Product
Demo Showcase
Environment
Offerings
Demo Community
HR
Blue Thx Rewards
CareerSmart
iPad / iPhone
Mac / Linux / Win 7
Android / Open
IT
“Open Source
Computing”
“Workplace of
Future”
CIO
IBM Research
Mobility Strategy
Innovation
Hack Day 10
Tech Adopt Program
Social Sales Rep
Global Evangelist
Sales
Competition
Software Brands
IBM
Geo location
Divisions
Smarter Planet
Product Launch
Marketing
Smarter Cities
Customer Feedback
Product
Business Partners
Mgmt.
Internal Comms
Retail, Banking,
Government,
Industry Transportation,
Sales
Chemicals, Insurance,
Healthcare, etc.
© 2012 IBM Corporation

19. Generating Business Value for IBM

20. IBM Platform for Social Business
Foundation to drive business process transformation
Product &
ü Comprehensive
Solutions
Customer Care Workforce & trusted
Services
& Insight
Effectiveness
Innovation
ü Integrates with
#1 Market more systems
#1
Leader than any other
Social Social Social
Networking
Content
Analytics
ü Scalable, open
Software
standards-
Governance, based, with
Lifecycle Process Management
security-rich
features
© 2012 IBM Corporation

21. The Social Business market leadership of IBM …
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 Business general business
customers globally
Expertise across all Industries Geographies
…provides unparalleled experience on how to achieve success
© 2012 IBM Corporation

22. @rawn
Twitter:
@rawn
LinkedIn:
http://linkedin.com/in/rawnshah
Slideshare:
http://slideshare.net/rawnshah
Book:
http://amzn.to/SocialBusiness-RawnShah

23. Legal Disclaimer
© IBM Corporation 2012. All Rights Reserved.
The information contained in this publication is provided for informational purposes only. While efforts were made to verify the completeness and
accuracy of the information contained in this publication, it is provided AS IS without warranty of any kind, express or implied. In addition, this information
is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages
arising out of the use of, or otherwise related to, this publication or any other materials. Nothing contained in this publication is intended to, nor shall
have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable
license agreement governing the use of IBM software.
References in this presentation to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates.
Product release dates and/or capabilities referenced in this presentation may change at any time at IBM’s sole discretion based on market opportunities
or other factors, and are not intended to be a commitment to future product or feature availability in any way. Nothing contained in these materials is
intended to, nor shall have the effect of, stating or implying that any activities undertaken by you will result in any specific sales, revenue growth or other
results.
All customer examples described are presented as illustrations of how those customers have used IBM products and the results they may have
achieved. Actual environmental costs and performance characteristics may vary by customer.
IBM, the IBM logo, Lotus, Lotus Notes, Notes, Domino, Quickr, Sametime, WebSphere, PartnerWorld are trademarks of International Business
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If the text/graphics include screenshots, no actual IBM employee names may be used (even your own), if your screenshots include fictitious company
names (e.g., Renovations, Zeta Bank, Acme) please update and insert the following; otherwise delete:
All references to Greenwell refer to a fictitious company and are used for illustration purposes only.