IBM Social Business JamCamp 2011 Presentation from IBM VP, Sandy Carter

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

2. The Fifth IT Era:
The era of Social Business
Social
Internet
PCs
Departmental
Mainframe
$200B by 2015
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3. Germany Social Network Usage
on the Rise
#2 Site in
Germany
67% reach
#1 In Europe for
online video
45M unique viewers
18% growth 1st half 2011 ~20 hours per month
Banned in some countries
Source: ComScore, 2011
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4. Germany IBM Social References!
#1 In IBM Europe Social Business
Public References!
#1 Public References!
In IBM WW Social Business
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5. What is a Social Business?
Engaging
Transparent
Nimble
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6. Social Media vs. Social Business
Social Media Social Business
Nimble
Engaged
Transparent
Primarily marketing Encompasses
and PR organization and
business processes
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7. The Social Business Agenda
A
Social Business
A Align Organizational Goals & Culture
G
G Gain Social Trust
E
E Engage through Experiences
N
N Network Your Business Processes
D
D Design for Reputation & Risk Management
A
A Analyze Your Data
Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,
ISBN: 0132618311, Copyright © 2011, IBM Press 7

8. The Social Business Agenda
http://www.forbes.com/sites/danschawbel/2011/
10/13/how-to-build-a-social-business/

9. A
A
Align Culture to Achieve Goals
Drive the appropriate engagement model, tools &
analytics
CULTURE eats strategy for lunch!
BASF
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10. A
A
Goals: Bank of NY Mellon
Goals: Increase revenue, cross selling and customer
loyalty
Culture: 40K Employees best practices and expertise
sharing

11. G
G
Gain Social Trust
15%
Friends
Transparent Responsive
Tippers &
& Open Followers Consistent
Expertise
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12. G
G
Trusted Networks can be Visualized
Based on Interactions…
…identifying targets for driving engagement

13. E
E
Engage through Experiences
What is an Exceptional Experience
The Usage Life Cycle Engagement
1st Time Regular Passionate
Unaware Interested Participant Participant Participant
Source: “Designing for the Social Web” by Joshua Porter
Consumption
Integrated: Consistent online and offline
Interactive: Gaming, Video, Mobile, Virtual Gifting
Identifying: Personalized, knowledge of you
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14. E
E
Engage: Interactive Social Gaming
RIM: Use of Avatar to drive Drive adoption rate and
training for social tools success of product
“e-Collaboration Day in the Life”
Community Pride Post at a Glance
Mini-Dashboard
Featured Contributor
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15. E
E
Engage: Mobile
Interactive access increases adoption
100k mobile devices in use at IBM
today
• 65k Smartphones and Tablets
• 35k Blackberry
IBM CIO Office study:
• Mobile access increases sales
productivity by 11 hours per
opportunity!
Estimated 3 year ROI of 195%
2015 goals:
• 500k users
• 80% of all enterprise
capabilities accessible from
mobile devices
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16. E
E
Engage: Sennheiser
Interactive access to deliver the smooth flow of music
Lars Rasmussen
Strategic Alliance Manager
Connecting customer service, tone
technicians and global experts
Immediate access to musicians requests for
equipment and technical specifications for
the venue
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17. N
N
(Social) Network Processes
Social Business
Listen to market
Outcomes Build advocates
Traditional Business
Marketing,
Customer 'Push' marketing
Control brand Embed social in process
Service
Connect in and outside
Product
Invest R&D
& Service Build communities
Ideas from inside
Development Act small
Operations, Siloed
Human Rigid
Resources
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18. N
N
(Social) Network your Processes:
Customer Service
OLD PROCESS:
Receive Retrieve
Register Manage Manage
request customer
customer profile request
data
Customer Service Process
SOCIAL ENABLED PROCESS: RBC

19. N
N
(Social) Network your Processes:
Product Development
OLD PROCESS:
Reqmts Definition Develop Ramp Up Life Cycle
& Concept & Plan & Qualify & Launch Mgmt
Product Development Process
SOCIAL ENABLED PROCESS: Sun Life
Site to solicit ideas

20. N
N
(Social) Network your Processes:
HR Resource Sharing
OLD PROCESS:
Human Resource Process
SOCIAL ENABLED PROCESS: Celestica
2010 Celestica #1 Game
Changer Award Winner
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21. N
N
Value of Social Business
Customer Service
18% Increased customer
satisfaction
R&D
20% Increased time to
market and successful
innovation
HR & Talent Management
15% Cost reduction + Increased
speed to knowledge and
experts
“The rise of the networked enterprise. Web 2.0 finds its payday” – McKinsey Global Survey Results, 2010
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22. D
D
Design for Reputation and Risk
Management
Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,
ISBN: 0132618311, Copyright © 2011, IBM Press 22

23. D
D
Compliance
Built into processes & solutions
• Develop Policies
• Management Oversight
• Regulatory Compliance
• Network Security
Integrated tools are available
Real time monitoring
Moderation of content
Contextual logging
Archiving of activities and events
E-Discovery compliance
Regulatory Compliance
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24. A
A
Analytics
Gatorade
AFFINITY ANALYTICS SENTIMENT
Relationship Dimensional
Tables Analysis
Relationship Matrix Filtering
Relationship Graph Voice
Seton Hall
COMPREHENSIVE EVOLVING TOPICS
ANALYSIS
Keyword Search Relevant Topics
Dimensional Associated Themes
Navigation Ranking and Volume
Drill Through to
Source:
Content http://www.shu.edu/offices/loader.cfm?csModule=security/get
file&pageid=156753
Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,
ISBN: 0132618311, Copyright © 2011, IBM Press 24

25. Social Business Adoption Advocates
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26. Call to action
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27. 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
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