Discussion Point for IBM Sales & Marketing Staff Government customers are not in commercial business; they are in government. While government leaders look too industry for best business practices, they view government operations and policies independently and unique. We do not want Sandy talking about the Social Business Agenda to a government audience, they will dismiss the presentation and content as business focus. Three critical points that we want Sandy to drive home in this presentation. IBM is introducing Professional Social & Collaboration Technologies built specifically for Government. We must stress “Professional Social & Collaboration Technologies”. We are ghosting Google and MicroSoft with their FISMA Cloud offerings where we are competing for major GSA contracts valued at hundreds of $M. By stressing that we are providing Professional Social and collaboration technologies, we are hinting that our competition is not dependable, scalable and secure. Remember, Google Mail (Gmail) went down earlier this year for a couple of days. The US Government cannot afford for their e-mail services to be down for a couple of days. That wont happen with IBM Hosted Cloud Services. Google hosted services are not industrial strength, they are not dependable, scalable or secure like IBM’s. We can say the same for Microsoft hosted mail services. Microsoft does not have a social framework or platform. We must stress Security as part of our cloud offerings. Our government customers are very conservative. Social is very new and intimidating. There is great resistance to social and new collaboration for fear of leaking information and data. Couple that with the perception that cloud services are new and possibly unsecure, and there is great resistance to both intiiatives. We must hammer home FISMA and FIPS complaiance to negate these thoughts. The Human Factor (Social Factor) - IBM’s approach is to build and deploy secure social and collaboration government solutions that are centric around people and individuals. Our competition, Microsoft is ocused on Sharepoint as their flagship social platform. Sharepoint is focused on content and end products (Powerpoint, excel, word documents). IBM’s social and collaboration framework is focused on the human factor and the collective knowledge of the people within the government agencies. Our products like portal, connections, etc is focused on people and their knowledge.
We added “Trusted” to our Social Government Agenda characteristics because many govies feel that social and cloud is unsecure, thus untrusted. Trusted is another name for “Secure” and IBM has baked into our social offerings government compliant standards. Specific security standards are on next slide. Reworked 30 September – Comments - Changed the question to allow us to keep “Trusted”. As this is critical for Government. Trusted is a result of transparency and top priority for our government customers. Must keep this in here.
At IBM we IBM can help Government IT achieve imperatives with cloud-based solutions Consolidate agency IT infrastructure Reduce energy use Move to shared services for agency-support activities Reduce IT support workload and move to electronic self-service Leverage extra capacity to accommodate usage peaks Provide enterprise-class security framework and services to enable agencies to acquire the appropriate level of risk protection We have paired the productivity benefits of social collaboration with the TCO benefits of Cloud
Reworked 30 September 2011 - T he current security statement was provided by the product team for these solutions. Our thought is to talk to about both the “Dedicated Private Cloud” and “Shared Cloud Services” to further drive down costs. Also in terms of differentiators – we need to stick to the usual suite differentiators. In addition Fed will buy on trust and experience that is our strong differentiator. Today I am happy to announce a new offering from IBM: IBM SmartCloud Social Collaboration for Government . Pairs productivity benefits of social collaboration with TCO benefits of Cloud ( SELL POINT) – We are very excited about this SaaS offering. There’s no one better positioned than IBM to partner with the US Federal Government as they work to execute the administration’s imperative to lower cost by leveraging secure cloud services to streamline and improve services and service delivery. Dedicated Cloud for each agency supporting Federal, State & Local Government Agencies FISMA Compliant – Professional Social Collaboration & Messaging Technologies Market leading social collaboration with an option for FIPS compliant messaging Designed with multi-layered security, high availability and disaster recovery 99.9% Guaranteed Availability Subscription based – Pay As You Go FISMA - The Federal Information Security Management Act of 2002 (&quot; FISMA &quot;, 44 U.S.C. § 3541 , et seq. ) is a United States federal law enacted in 2002 as Title III of the E-Government Act of 2002 ( Pub.L. 107-347 , 116 Stat. 2899). The act recognized the importance of information security to the economic and national security interests of the United States.  The act requires each federal agency to develop, document, and implement an agency-wide program to provide information security for the information and information systems that support the operations and assets of the agency, including those provided or managed by another agency, contractor , or other source.  FIPS - Federal Information Processing Standards ( FIPS ) are publicly announced standards developed by the United States federal government for use in computer systems  by all non-military government agencies and by government contractors. Many FIPS standards are modified versions of standards used in the wider community -ADD SECURITY TO SPEAKER NOTES
Background information for Sandy - Tis is from the USDA Website. Over 100,000 Connections licenses sold, they use our social technologies as their light weight agile social platform and our portal to communicate and share critical information out to the constituents. How USDA is using &quot;social media&quot; and &quot;Web 2.0&quot; to interact with people around the globe. “USDA is an every day, every way Department and we want to connect with people in ways that are the most convenient and effective for them. For some, the most convenient way is to read information directly on our Web site, others might prefer audio or video casts. There are those that want to share what they've read or learned, so we have tools to help spread the word. USDA expample “Know Your Farmer, Know Your Food”” FYI: USDA is prolific on blogging and tweeting.... USDA's list of social media outreach http://www.usda.gov/wps/portal/usda/usdahome?navid=USDA_STR Know your Farmer Program http://www.usda.gov/wps/portal/usda/knowyourfarmer?navid=KNOWYOURFARMER
Background - Second largest federal agency supporting our nation ’ s veterans, 500,000 staff, and 15,000 paper claims processors, 58 Regional Office processing centers Gaining Trust - The Department of Veterans Affairs is prolific with Facebook and Twitter to communicate their initiatives and programs to veterans and their families. Transparency, trust and education is critical in informing veterans of their benefits. The four facebook pages for the VA are for Returning Veterans, Veteran’s Benefits, How to engage with burial and Veteran Cemeteries and finally Careers. The VA is leveraging new social channels to engage veterans with their programs and initiatives.
This is a real example of a production service and the use of the Champion Challenger technique. On the face of it these web pages don ’ t look much different but actually one produced a much higher click trough rate when put into production.
Social Software Powers the Super Bowl and Beyond – Mobility to the Tactical Edge The new social software was put to test in February 2011 when more than 40 agencies and departments helped the City of Fort Worth and Tarrant County to manage security-related tasks for the week leading up to Super Bowl XLV at Cowboys Stadium in Arlington, Texas this past year. Participants from the 40-plus agencies included city and county departments, the Texas Department of Public Safety, the Federal Bureau of Investigation, the American Red Cross and the U.S. Department of Homeland Security. The contact list of more than 290 officials and constant mobile availability of more than 30 Radio-over-IP channels provided instant communication and awareness across all levels of government and emergency management resulting in physical security and improved public safety. Using IBM's unified communications software integrated with radio-over-IP software from UnifiedEdge, employees in the new emergency response center in Fort Worth can more quickly respond to calls for help. (PRNewsFoto/IBM) Radio Interoperability, Radio over Blackberry, Mobile Devices all seamlessly integrated on IBM Social framework. SOURCE - http://www-03.ibm.com/press/us/en/pressrelease/34645.wss
Policy & Service Development - USAID Story – Solution IBM JAMS, a crowd sourcing platform for idea exchange and development. The solution, an IBM offering that combines consulting and JAM services hosted by IBM. Findings Determine key measures for success Leverage social media to drive aggressive awareness campaigns Include organizational SMEs in the synthesis of conversations, patterns and trends Provide a summary report of findings and recommendations. Including measures and demographics Keep the dialogue going through online communities, facebook, linked in and other social media tools. Next Steps Use the success of GlobalPulse 2010 to expand outreach efforts Develop executive and organizational action plans to implement top ideas
Government agencies with strong social connections are in a unique position to respond to reputation or other risks to brand and/or reputation. The strategy starts with everything that’s been discussed so far. Growing friends and a digital reputation, creating exceptional engagement, and embedding social into business processes creates a strong brand, a foundation of advocates, and a level of social capital in cases of risk and reputation management. Without the foundation, the remainder of the recovery plan is diminished in effectiveness. A catastrophic recovery team and plan is the start. An initial plan should be developed based on known risks and issues to the company and the industry (e.g., insurance companies and natural disasters). Experts, advocates, media, etc. should be identified for each of the potential risks. Engagement scenarios should be discussed for each of the potential risks, so the team can be effective as soon as possible with the risk becomes a reality. Nestle: 1 week before U.S. Easter holiday 1.2 Million Negative YouTube videos 95,000 Nestle Facebook fans seeing negative messages Negative Twitter Tsunami Wall Street Journal picks up and spreads the story Based on the planning, when the catastrophe or event occurs, the team should have the basis of the plan. Define the roles, confirm the advocates and sentiment based on current analytics. Having the social manager with the social analytic cockpit is critical to being proactive and fast. Maintain iterations of action and measurement to define success. Engage with transparency. Communicate the facts. Don’t avoid the facts, but do have actions the company will take address the current issues, affected parties, and root causes. Maintain the communication until resolution. Marriott: Share access: Ex. CEO blogs – like Marriott CEO For Kennedy it was television o reach the masses, for President Obama it was the internet and social networks like Twitter and Facebook. By using interactive web 2.0 tools, Obama raise small amounts of money from hundreds of thousands of people, organize supporters, advertise to voters, defend against attacks and communicate with constituents. Obama used the Internet to organize his supporters in a way that would have in the past required an army of volunteers and paid organizers on the ground. The campaign took advantage of YouTube for free advertising those videos were more effective than television ads because viewers chose to watch them or received them from a friend instead of having their television shows interrupted. When considering what the campaign created for YouTube, it was watched for 14.5 million hours, according to Obama campaign manager Mr. Trippi , to buy 14.5 million hours on broadcast TV would be $47 million. Recovery.gov and Data.gov. The Administration has put into place systems that allow any taxpayer to review the status of government initiatives and to collect government data 3) TownHall Meetings: President Obama is regularly engaging citizens and constituents Amplifing the president’s message by making it available in “these new spaces”, Making the White House more accessible to people by answering their questions and increasing participation in government by using different venues 4) The Obama administration recognizes the need to think differently, the need to leverage innovative technologies to lower cost, provide better services by introducing: Cloud First Executive Order XXXXX
Courtesy of DeepMile Corporation. Whose listening on Social ? An important aspect of an effective government social strategy is measuring its effectiveness with constituents and businesses. New Social Analytics are emerging to measure an individual’s effectiveness to influence others in social network domains. Here are the results of an Arab Spring Case Study to see who was really responsible for mobilizing the crowds in Egypt during Arab Spring. Social Tipper Metrics measures an individual’s social effectiveness by comparing the number of their followers and the number of reactions generated when that individual sent out a social message. For example, Wael Ghonim was thought to be the biggest influencer in mobilizing Egypt’s constituents during Arab Spring. While he had 86,000 followers on Twitter, his twitter messages created 3,291 reactions within his social networks. The real influencer of mobilizing the masses were Weddady. While he 6,900 followers, when he sent out messages, 1,281 reacted in some fashion to his messages. Weddady had a much higher metric *186) on his ability to influence other people’s behavior through social. By measuring a “Tippers” effectiveness, government agencies can focus their marketing campaigns more effectively on constituents who influence the masses. Justin Bieber sent out a few tweets reference Egypt and Arab Spring, there were not many reactions to his input. Background - Analyzed 25,000,000 relevant tweets over one week Identified communities, sub-communities and mass influencers related to events in Egypt Analyzed “who” actively influenced discussions causing messages to cascade – or go viral Correlated activity to events in the physical (offline) world Highlighted profiles of several Mass Influencers who demonstrated that when they spoke, other people reacted.
Sandy Carter, VP Social Business and Collaboration Solutions, IBM
“ Introducing IBM SmartCloud Social Collaboration for Government” 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/ Get BOLD Social Business Agenda for Government
The Fifth IT Era: The Era of Social Business Mainframe PCs Internet Social Departmental What’s your Social Government Agenda? How will you leverage the Social Era?
What’s this mean for Government ? Engaging Transparent Nimble Trusted
Simplify access to information Deliver IT without boundaries Create new models of self-service and deployment. Improve speed and dexterity Empower internal and external communities Create new value Embrace new organizational opportunities Improve security and compliance control posture . Cloud computing is fundamental to changing the economics of IT infrastructures and speeding the delivery of services Standardization, normalization, and reduction of unnecessary complexity
IBM SmartCloud Social Collaboration for Government <ul><li>Dedicated private clouds per agency supporting Federal, State & Local Government Agencies </li></ul><ul><li>Community Cloud Services </li></ul><ul><li>FISMA & FIPS Compliant </li></ul><ul><li>Secure Cloud Services (Secret & Above) </li></ul><ul><li>Market leading social collaboration and messaging </li></ul><ul><li>Supports Mobile Cloud Services - Blackberry, iPhone, Android </li></ul><ul><li>99.9% Guaranteed Availability </li></ul><ul><li>Subscription Based Service </li></ul>Now Available
Align Government Agency Goals & Culture “ USDA is an every day, every way Department and we want to connect with people in ways that are the most convenient and effective for them.” A
Gain Social Friends through Social Trust G Returning Veterans Benefits Cemeteries Careers Consistent, Transparent, Outreach, Communicate
Engage through Experiences What is an Exceptional Experience E Integrated: Consistent online and offline Interactive: Gaming, Video Mobile, Virtual Gifting Identifying: Personalized, knowledge of you The Usage Life Cycle Source: “Designing for the Social Web” by Joshua Porter 1st Time Participant Interested Unaware Regular Participant Passionate Participant Consumption Engagement
Mobility to the Edge E Fort Worth – Tarrant County – Joint Emergency Operations Center (JEOC) 40+ Federal, State, Local Government & NGOs Connected Seamlessly - Interoperability
(Social) Network Processes N Policy & Service Development Marketing, Customer Service Operations, Human Resources Traditional Business <ul><li>'Push' marketing </li></ul><ul><li>Control brand </li></ul><ul><li>Siloed </li></ul><ul><li>Rigid </li></ul>Outcomes Social Business <ul><li>Listen to market </li></ul><ul><li>Build advocates </li></ul><ul><li>Embed social in process </li></ul><ul><li>Connect in and outside </li></ul><ul><li>Build communities </li></ul><ul><li>Act small </li></ul><ul><li>Invest R&D </li></ul><ul><li>Ideas from inside </li></ul>
Social Metrics on Tippers: Most Influential Tippers vs. Most Followed Justin Bieber Twitter Followers: 7.4 Million Reactions Generated: 294 Reactions per 1K followers: 0.04 Wael Ghonim Twitter Followers: 86,000+ Reactions Generated: 3,291 Reactions per 1K followers: 38 MASS INFLUENCER / TIPPER @Weddady – Mass Influencer Twitter Followers: 6,900+ Reactions Generated: 1,281 Reactions per 1K followers: 186 38 186 0.04 A Source: DeepMile Corporation
Visit us at www.ibm.com/software/lotus/cloud/government to learn more about IBM SmartCloud Social Collaboration for Government Call Chip Emmet, IBM Federal SWG at 703.283.7336 to arrange an information briefing Want to take a look? Contact us at: [email_address] Follow us on Twitter @ IBMFedSocialBiz
Follow me @ sandy_carter http://twitter.com/sandy_carter Subscribe to my blog http://socialmediasandy.wordpress.com/