Gina poole 2013

Gina Poole
Vice President, Marketing & Practitioner Outreach
IBM Software
March 18, 2013

Social Inside-Out
and Outside-In

© 2013 IBM Corporation

Business innovation is increasingly being delivered via software
Rapid pace of change and the digitization of business drives the need for agility

Software drives Robotic surgical systems have the
almost 80% computational capacity
of the automotive industry’s of 7 laptops
functional innovation

By the year 2020 in the U.S.,
An F-35 contains 90% of financial
5.6 million transactions will be
lines of code cashless

Technology is the Customer experience
#1 force impacting increasingly drives
business today business needs

2 © 2013 IBM Corporation

Organizations that effectively leverage software innovation
outperform their competitors... yet few are able to deliver it effectively

The importance of %
software development: believe it’s critical

But only… %
leverage it effectively today

Those who leverage it effectively outperform those who don’t

Outperformers 69%

Average performers 25%

Underperformers 6%

3 Source: “The Software Edge: How effective software development and delivery drives competitive advantage,” IBM Institute of Business Value, March 2013 © 2013 IBM Corporation

IBM’s practitioner outreach initiative can help close the gaps
associated with software delivery

 Current IT Marketplace reveals a critical shortage of skills
 IT Practitioners are both influencers and decision makers in the purchasing process

The IT Skill Gap:
Mature and Growth Markets
Have all the
necessary skills Moderate skill gaps Major skill gaps

Source: 2012 Tech Trends Study, IBM developerWorks and IBM Center for Applied Insights, November 2012.


The IBM global community of forward-thinkers
Pushing the boundaries of science, technology and business to build
a smarter planet

20+ THOUSAND

IBM developers
worldwide

104 IBM
Software Labs 67 THOUSAND IBM U.S. patents
IBM Tops U.S. Patent List
20+ developers for 20th Consecutive Year
at each location (1993-2012)


All IBMers are enabled as Digital IBMers

100s Executives/Thought Leaders
High-touch coaching and support

Technical Practitioners
10s of 1000s Community-based coaching and enablement

Digital IBMers
100s of 1000s Self-directed education and participation

IBM’s digital training and enablement
Content topics Formats include Audience
 Specific education by social  Live e-meetings with experts  All 400K IBMers
media venue (Twitter, LinkedIn)  In-person group training  Sessions are hosted in different
 Specific education by social  Recorded presentations and time zones and in local
media task (e.g. How do I grow self-help modules languages
my network?)
 Community support


IBM Social Computing Guidelines guide employee behavior

The Guidelines outline:
 Responsible engagement
 What employees are not approved
to talk about

Rules of the road:
 Be professional, don’t pick fights,
don’t feed the trolls
 Speak for yourself, not IBM
 Respect copyright, laws, and other people
 Add value

Guidelines for secure computing:
 Protect IT assets and information
 Practice safe computing and report security incidents


Many levels of social media contribution
Every action counts in a social system

Contribute
Effort / Value

Engage

Share

Listen

Time

We encourage our practitioners to identify their goals and decide what level of
social participation is right for them


Helping IBMers find success in social outreach

 Decide what your level of social participation
is right for you
Identify your goals and decide what your level
of social participation is right for you.

 Recognize the personal and professional value
Find the sweet spot of personal value, but also understand what
the business measurements are, and how your participation contributes.

 Be social with purpose and with confidence
Learn how to engage effectively with intention and achieve social balance.

 Share your experience to build your reputation and enable others
Build your reputation while enabling others who value your input.


Practitioner Outreach


Practitioner Outreach: Priority Initiatives
Driving awareness, interest, engagement, advocacy and revenue

Digital Experience Outreach Demand Generation
Enhanced developer-to- Technical community Awareness and demand
developer experience outreach and ecosystem growth generation engine

Hot Topics
Agile, Big Data, Business Analytics, Cloud, DevOps, M2M, Mobile, Security,Social


The risks of not engaging with practitioners through social media

If expertise is absent from online conversations,
you risk relevance.

If a forum question or blog comment goes unanswered,
you risk a perception of indifference.

If a competitor responds where you should respond,
you risk opportunity.


Social engagement leverages IBM’s experts to drive social outreach

Blogging tips
Content ideas
Sharable assets
Keywords

Listen, analyze social presence Train SMEs on best practices

Social
Engagement
and Insights

Measure and feedback Drive SME engagement with assets


Use social insight to make and capture markets
Objective

Making
Making Capturing
Capturing Corporate
Markets
Markets Markets
Markets Character
Social Insight Contribution

• Provide proactive
• Discover client needs reputation monitoring
and trends leading to  Win competitive mindshare
solution innovation for IBM through social • Provide event based
influence and outreach decision support
 Build markets through building IBM’s
promotion of IBM POV  Build pipeline through social corporate reputation
to redefine categories lead identification
• Measure and improve
 Assess extent to which  Enable sellers to win our perception through
a market is being business with social assessment of key
made and identify intelligence based door voices (our market, our
ongoing actions for openers customers. our
improvement investors, our
employees)


Listen and analyze your social presence
IBM Leverages IBM Cognos Consumer Insight
Business Drivers
Competitive Analysis Corporate Reputation
Corporate Reputation Employee Sentiment
Employee Sentiment
Campaign Effectiveness
Campaign Effectiveness Product Insight

Source Areas Product Capabilities
FACEBOOK
FACEBOOK COMPREHENSIVE
SENTIMENT
ANALYSIS
Cognos
BLOGS
BLOGS  Keyword Search  Dimensional
& SPSS
 Geo-location Analysis
DISCUSSION FORUMS
DISCUSSION FORUMS  Author Analysis  Filtering I
 Drill Through to  Voice N
TWITTER
TWITTER Content T
 Analysis of Internal E
Communities G
NEWSGROUPS
NEWSGROUPS R
EVOLVING A
CORPORATE COMMUNITIES
CORPORATE COMMUNITIES
TOPICS T
AFFINITY
ANALYTICS  Relevant Topics I
VIDEOS
VIDEOS  Associated Themes O
 Relationship Tables N
 Ranking and Volume
 Relationship Matrix
PRODUCT REVIEWS
PRODUCT REVIEWS  Relationship Graph


Training and driving engagement with IBM experts
IBM Blue Galaxy
Internal enablement community to empower and equip the IBM technical
community to engage with the world’s practitioners

 Enabling bright and talented IBM technical
professionals to engage through social media
and face-to-face to:
– Develop and nurture client relationships
– Share and learn practical expertise

 Stars in our galaxy
– Socially active IBM technical professional luminaries
help guide practitioner actions; social media missions


Blue Galaxy Star
Jason O'Donnell

Goals: To connect with people and grow my own knowledge
about the world we live in from a global perspective.

Technical authority: Social Business strategist and Content
and Collaboration leader for IBM Rational Client Support,
helping clients find the information they need when they
need it.

Social participation: Jason is an active blogger, both
personally and professionally. He is active on Twitter, LinkedIn,
and many other social networks, and responds quickly to
comments and interactions with his followers. Jason O'Donnell
Content & Collaboration
Rational Client Support
Source: the Rational Support blog, one of the top 10 blogs on developerWorks. Littleton, MA

“How am I using social networking today?
The easier question would be “how am I not using it?”


IBM’s Social Measurement Framework
Favorable Selling Environment Social Program Effectiveness
Market Social Program Social Program
Mindshare
Interest Readiness Progress

 Market term volume  Share of IBM  Social Strategy / Marketing Plan  Reach
– Online conversations – Online conversations – Created based on social media – # of people who have opted
• by segment – Online searches research and GTM strategy and plan into your communication
• by theme – Influencers’ messages – Reviewed with management – Followers, fans, friends, unique
• by usage visitors, subscribers, members,
– Online searches  IBM placement in  Full-time Social Program connections
organic search results Manager assigned
for market terms  Engagement
 SMEs identified and recruited – # of times someone interacted
with our content/message
 SMEs’ social sites + IBM – Replies, mentions, engaged
branded social sites users, likes, comments, post
– Established, maintained and active visits, views, favorites, post
– Compliant with IBM Social Brand replies, +1
Guidelines
 Amplification
 Business goals and baseline – # of times someone re-shared
measurement set our content/message
– Retweet, Share, Link, g+,
 Collaboration process in place to: Pin It, Talking About It
– Apply social insights and KPIs
– Share marketing plans, messages  Conversion
and materials with SMEs – # of IWM registration yielded
– Promote SMEs’ + their social sites


developerWorks: Building technical skills in an industry context
Serving IT professionals across the board, from students to partners

Grow and hone
skills in
developerWorks

Build skills Become an IBM
through the Champion
Academic and support
Initiative skills

4 million+ 40 thousand 7 local
language sites 2,700+
unique visitors resources in account for active bloggers
each month technical library 33% of traffic

19

Case Study: developerWorks user ... from consumer to evangelist

 Lotus expert has answered over 500
questions on the developerWorks
forums

 Started “YellowSphere,” a
developerWorks space providing the
community with step by step guides for
using Lotus with WebSphere solutions

“I started using developerWorks from the beginning of my career... dW pretty much helps me every day.
“dW helped me to get in touch with several people that really helped me out when I was starting in my
career. Now… I use the dW forums, and improve my relationships. My hope is to have several people
with different skills to be able to help out each other.”
“I am trying to return what the Lotus Forums gave me when I started, almost 5 years ago.”
Sebastian Fratini
NSX, Argentina


The IBM Academic Initiative: Building a competitive IT workforce
Partnering to better educate millions of students for a Smarter Planet

Offering students & faculty worldwide
no charge access to:
IBM technology and tools
Course materials and curriculum
Worldwide community of IBM expert
volunteers
ibm.com/academicinitiative
Smarter Planet offerings for faculty
and students:
“Smarter Planet Comes to You” events
Smarter Planet Faculty Innovation Awards
Student contests
Gamification (example: Code Rally )

Since inception in 2004: 45,000 faculty across 10,000+ institutions
have participated in the Academic Initiative, teaching 100,000 courses to 2.7M+ students.

IBM Champions: A community helping to build skills
 IBM Champion Program: Leveraging Experts
– Increasing content and reach
– Answering questions and offering support
to other IT professionals
– Providing feedback and guidance during product development

 Benefits
– Recognition in both online and offline venues
– Ongoing relationship with technical leaders
– Input on product roadmaps
– Participation in IBM and industry conferences
– Networking with other Champions
– Discounts on training and certification Steve Mills recently honored six IBM Champions for
exemplary advocacy and service to the community

“Benefits of being an IBM Champion include networking with other like-minded people who want to see Rational
grow, demonstrating… my commitment to the technology… and it’s a lot of fun!”
John McDonald, CEO, CloudOne
IBM Champion for Rational

“As an IBM Champion I can connect to other IBM champions who are doing some great work,
connect to a community of innovators...and meet new people and connect to experts.”
Simon Vaughan, Deputy IT Director, Information Services,
Cardiff University, IBM Champion for Collaboration Solutions


Key factors to gaining practitioner outreach success

Gain success How to get participation
with the right… from busy techies…
People: Authentic participation, dialog and
Provide information they can use quickly:
engagement by practitioners, for practitioners.
Short missions, meaningful data, targeted
Topics: Social listening and interaction on opportunities
key topics in the market, not on IBM buzz
Emphasize tasks not tools: Focus on “how to
words. build relationships” versus “how to use twitter”
Training: Focused on participation for
Gamify: Make it fun, win prizes
business value - impactful, not random (and
not via canned tweets from marketing). Showcase stars: Recognition and rewards
including exec acknowledgement
Opportunities: Targeted events, meet ups,
online chats, etc. Show results: Engagement with champions,
business wins, social metrics. Help them
Follow-up: Interactions in communities and establish and demonstrate “social eminence”
at events where technical questions are
answered and relationships grow


For more information ……….

 The software edge – IBV Study: ibm.com/services/us/gbs/thoughtleadership/softwareedge/

 IBM Social Computing Guidelines: ibm.com/blogs/zz/en/guidelines.html

 IBM Social Software – Connections - ibm.com/software/lotus/products/connections/

 IBM Social & Predictive Analytics: ibm.com/social-business/us/en/solutions/social-
analytics.html

 IBM Product & Service Innovation Software: Application Lifecycle Mgmt & Embedded
Software: ibm.com/software/rational

 The Invisible Thread (Gina’s blog):
ibm.com/developerworks/mydeveloperworks/blogs/invisiblethread/?lang=en


www.ibm.com/software

© Copyright IBM Corporation 2013. All rights reserved. The information contained in these materials is provided for informational purposes only, and is provided AS IS without warranty of any kind,
express or implied. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, these materials. Nothing contained in these materials 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 these materials 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 these materials 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. IBM, the IBM logo, Rational, the Rational logo, and other IBM products and services are trademarks of the International Business Machines Corporation, in the United States,
other countries or both. Other company, product, or service names may be trademarks or service marks of others.


Gina poole 2013

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