1. Service Thinking Historical Case:
IBM & Social Business
(Fluor, Curam, Brainmates)
Case Creator Name
Date

2. Outline
• Slide 1: Title
• Slide 2: Outline
• Slide 3: Company and Offering– IBM & Social Business
• Slide 4: Three Company Summary Table
• Slide 5: Company 1: Press Release for IBM-Fluor
• Slide 6: Company 1: Service Thinking Analysis
• Slide 7: Company 2: Press Release for IBM-Curam
• Slide 8: Company 2: Service Thinking Analysis
• Slide 9: Company 3: Press Release for IBM-Brainmates
• Slide 10: Company 3: Service Thinking Analysis
• Slide 11: References and resources used to create case
• Slide 12 – N: Backup Slides

3. Company & Offering
• Company: IBM
– Forbes Global 2000 Ranking
– Analyst Report on Industry and Company
– Student Analysis
• Offering: Social Business
– Analyst Report on Category of Offering
– Student Analysis

4. Case Summary Table
Company 1 Company 2 Company 3
GIE: Forbes 2000
Globally Integrated
Enterprise, many
customers
Regional:
National, State, or City
Market, regional customers
Startup:
Limited quantity of paying
customers
More than $100M Rev/yr About $10M-100M Rev/Yr Less than $10M Rev/Yer
Press Release(s) Press Release(s) Press Release(s)
Phrases to map to… Phrases to map to… Phrases to map to…
1 Value Co-Creation 1 Value Co-Creation 1 Value Co-Creation
2 Service System 2 Service System 2 Service System
3 Components 3 Components 3 Components
4 Platform 4 Platform 4 Platform
5 Run-Transform-Innovate 5 Run-Transform-Innovate 5 Run-Transform-Innovate
6 Multi-sided Metrics 6 Multi-sided Metrics 6 Multi-sided Metrics
Impact Rev, Profit, Brand Impact Rev, Profit, Brand Impact Rev, Profit, Brand

5. Press Release Company 1
• 12-60 sentences – with key phrases italicized
that map to Service Thinking principles

6. Service Thinking Analysis
Principle Questions Phrases from PR Impact: Revenue,
Profit, Brand, etc.
1. Co-Creation e.g., How are customers
empowered and engaged?
2. Service System e.g., How is there a shift in
work, skills, information, risk,
resource sharing between
provider, customer, and other
entities?
3. Components e.g., What can be
outsourced? What are the
routine KPIs?
4. Run-Transform-
Innovate
e.g., What is the continuous
improvement discipline?
5. Platform
Global/Mobile/Soci
al
e.g., How fast can this grow?
6. Multi-sided
Metrics
e.g., How many stakeholders
complement each other?
What are the new KPIs?

7. Press Release Company 2
• 12-60 sentences – with key phrases italicized
that map to Service Thinking principles

8. Service Thinking Analysis
Principle Questions Phrases from PR Impact: Revenue,
Profit, Brand, etc.
1. Co-Creation e.g., How are customers
empowered and engaged?
2. Service System e.g., How is there a shift in
work, skills, information, risk,
resource sharing between
provider, customer, and other
entities?
3. Components e.g., What can be
outsourced? What are the
routine KPIs?
4. Run-Transform-
Innovate
e.g., What is the continuous
improvement discipline?
5. Platform
Global/Mobile/Soci
al
e.g., How fast can this grow?
6. Multi-sided
Metrics
e.g., How many stakeholders
complement each other?
What are the new KPIs?

9. Press Release Company 3
• 12-60 sentences – with key phrases italicized
that map to Service Thinking principles

10. References
• URLS to web accessible information resources
• Academic References (Google Scholar
Citations)
• Analyst Reports on Industries, Businesses,
Offering Categories, etc.
• Interviews and other sources

11. Service Thinking Analysis
Principle Questions Phrases from PR Impact: Revenue,
Profit, Brand, etc.
1. Co-Creation e.g., How are customers
empowered and engaged?
2. Service System e.g., How is there a shift in
work, skills, information, risk,
resource sharing between
provider, customer, and other
entities?
3. Components e.g., What can be
outsourced? What are the
routine KPIs?
4. Run-Transform-
Innovate
e.g., What is the continuous
improvement discipline?
5. Platform
Global/Mobile/Soci
al
e.g., How fast can this grow?
6. Multi-sided
Metrics
e.g., How many stakeholders
complement each other?
What are the new KPIs?

12. Backup Slides
• Important Dates
• Student Evaluation
• Service Thinking
• Two Case Studies Per Student
– Historical: Team, Slideshare, Monday 3-5pm Hult July 8th
– Hypothetical: Individual, YouTube, July 30th 5pm
• Examples: Historical Case Analysis (One Per Team)
– Recommended: Fluor, Curam, Brainmates
• Examples: Hypothetical Case Analysis (One Per Individual)
– Select One and Generate Four Other Candidates:
– Companies/Service system entities
• GIE: ICBC, JPMorgan Chase, GE, Exxon, HSBC
• http://www.forbes.com/global2000/
• Regional: Sulzer Group, Interconexion Electrica, UOL Group, Health Net, Klabin
• http://www.forbes.com/global2000/
• Startup: 9Lenses, Befunky, Bloomfire, Crowdtwist, Evzdrop
• http://www.cio.com/article/731885/10_Hot_Social_Media_Startups_to_Watch
• Other Example Generator
• Detailed Example

13. Important Dates
• Week 1
– Monday July 1st 2-5pm meet mentor at IBM Almaden & form teams
– Tuesday July 1st and 2nd email mentor social media profiles, invite to connect on LinkedIn
– Tuesday July 2nd get template for July 8th presentations
– Complete historical case, post presentation to slideshare.net, and tweet link to #ISSIP with short message
• Week 2
– Monday July 8th 3-5pm meet mentor at Hult
– Team 1 presents 3-3:30, followed by discussion
– Team 2 presents 4-4:30, followed by discussion
– Tuesday July 9th 5pm submit a list of five possible large, five possible medium, and five possible small companies for hypothetical
case study – in rank order of preference and with one line description of why they would be good company to analyze (no more
than one from the list Jim provided) – also include a short peer evaluation (excellent/good/average and why; any areas for
improvement and why)
• Week 3
– Monday July 15th 5pm, post ISSIP new member intro video to YouTune and tweet link and short message to @JimSpohrer with
hashtag #ISSIP
• Week 4
– Monday July 22nd 5pm, send status report and any questions or request for help to spohrer@us.ibm.com, and to Jeff Saperstein
and Hunter Hastings
– Friday July 26th – working on an opportunity to learn more about IBM Social Business and partners at IBM Foster City
• Week 5
– Tuesday July 30th 5pm, post final (less than ten minute) presentation with audio to YouTube and tweet link and short message to
@JimSpohrer with hashtag #ISSIP (example of type of audio presentation -
http://www.youtube.com/watch?v=_3bw_MOEqiE&feature=youtu.be)
• Week 6
– Monday August 5th 5pm, you will receive your mentors evaluation of work

14. Student Evaluations
• 1. Communication
– a. Ability to communicate with colleagues and senior management
– b. Written communication and ability to convey information clearly and concisely
– c. Ability to listen, retain and appropriately use information
– d. Presentation skills
• 2. Teamwork
– a. Ability to work as a team member
– b. Contribution to team objectives and department as a whole
– c. Actively shares ideas and opinions
– d. Ability to work in a collaborative team environment
• 3. Self-Management Capability and Decision Making
– a. Self-management capability; effectively works unsupervised
– b. Ability to prioritize work
– c. Time management skills
– d. Level of self-organization
• 4. Professionalism
– a. Objectives are completed by deadlines
– b. Punctuality
– c. Drive and self-motivation
– d. Professional persona in workplace
• 5. Organizational Awareness of Customer's Organization
– a. Understands team’s direction and structure
– b. Understands organizational strategy
– c. Understands IT’s vision
• 6. Work Product Delivery and Customer's Organization Fit
– a. Quality of work delivered
– b. Fulfillment of project expectations
– c. Commitment to excellence and innovation
– d. Inquisitiveness and display of initiative
– e. Cisco cultural fit
• 7. Functional/Technical Skills and Knowledge
– a. Application of technical skills in projects
– b. Development of practical skills in projects
– c. Technical skills met the position's expectations
– d. Analytical skills met the position’s expectations
• 7. ISSIP T-shaped Service Systems Innovation Thinking
– a. ISSIP membership mention on LinkedIn Profile
– b. ISSIP New Member Intro Video on YouTube
– c. ISSIP Tweets to #ISSIP and @MyTShape
– d. ISSIP SIG EdRes Whitepaper Case Contribution

15. What do students do?
Apply the 6 principles of service thinking
All value is co-created
Service systems we live and work in
Componentized business architecture
Global-mobile-social scalable platforms
Run-Transform-Innovate
Multi-sided metrics
1/11/13
CVC Group, LLC for Hult International
Business School
15

16. Two Cases Studies Per Student
• Analysis (Team work) - Slideshare
– Mentor specifies companies & offerings
– Historical - Real companies/real press releases
– Identify & Summarize Service Thinking Principles
– Students estimate revenue, profits, brand impact
• Recommendation (Individual work) - Youtube
– Mentor specifies set of companies & offerings
– Future - Real companies/hypothetical press releases
– Identify & Summarize Service Thinking Principles
– Students estimate revenue, profits, brand impact

17. Example: Historical Analysis
• IBM wants to grow it social business offerings,
revenue, profits, brand for innovation
• Companies/Service system entities
– GIE: Fluor
• http://www-
03.ibm.com/press/us/en/pressrelease/40217.wss
– Regional: Curam
• http://www-
03.ibm.com/press/us/en/pressrelease/36373.wss
– Startup: Brainmates
• http://www.meetup.com/StartupProductTalks/events/12486
8192/

18. Example: Hypothetical Analysis
• IBM wants to grow it social business offerings,
revenue, profits, brand for innovation
• Companies/Service system entities
– GIE: ICBC, JPMorgan Chase, GE, Exxon, HSBC
• http://www.forbes.com/global2000/
– Regional: Sulzer Group, Interconexion Electrica, UOL
Group, Health Net, Klabin
• http://www.forbes.com/global2000/
– Startup: 9Lenses, Befunky, Bloomfire, Crowdtwist,
Evzdrop
• http://www.cio.com/article/731885/10_Hot_Social_Media_
Startups_to_Watch

19. Other examples generator
• For each company on the Forbes Global 2000, classify
them as GIE or Regional
• For each company, identify in their annual report a
recent acquisition or partnership and the type of
offering or capability
• For the category of the offering, search for startups in
that space
• It is OK for students to generate other examples they
would prefer to analyze or make recommendations
about based on their interest
• Or the students can choose from the list the mentor or
faculty generate

20. Detailed example
• Sample press release with italicized phrases
• Classify phrases into six Service Thinking
principles
• Methods for estimating impact
– Revenue
– Profit
– Brand
• Students who add to the techniques for
generating cases get “extra credit”