Mu Prsm Summit Blair Ibm April 2010

From Experimentation to Implementation: IBM's Communications Evolution Tim Blair IBM PRSMSummit April 8, 2010

Communications 1.0 PR & Marketing Media Outlets Stakeholders PR & Marketing Media Outlets Stakeholders 2.0

Social Media
*
(0) Value
Fail

Social Media
*
X (Value)
X (Success)
(Where X is known variable)

business model
corporate culture
∫ Social Media Value ( )

Background: Why social media at IBM?
400,000 employees
170 countries
B2B, Not consumer
Knowledge-based business
Value
To flatten organization
To learn
To influence
Culture
Collaborative
Progressive
Conservative
Risk averse

IBM’s strategic approach
To expose IBM’s employees and their expertise so they can learn, lead and collaborate.
Decentralized approach
Deemphasized corporate presence
Emphasized individual participation

Empower everyone. Trust employees… they are the brand

Underlying foundations The Authentic Enterprise IBM Values Social Computing Guidelines

Current picture of IBM & Social media
Blogs - 17,000 blogs
Beehive – 60K members
WikiCentral –1M daily page views
InnovationJam – 4 Jams, 500,000 participants
Media Library – 9M downloads
52,000+ 198,000+ 75,000+ 40,000+ 3,000+

150,000 people 46,000 ideas 10 New Businesses $100 million Invested

Real-time Translation Simplified Business Engines Intelligent Utilities 3D Internet “ Digital Me” Big Green Innovations Branchless Banking for Masses Smart Healthcare Payment Systems Intelligent Transportation Electronic Health Records

A Smarter Planet Instrumented Interconnected Intelligent

Smarter Energy Smarter Water Smarter Healthcare Smarter Traffic Intelligent Utility Networks Big Green Innovations Smart Healthcare Payment Systems Intelligent Transportation Systems Electronic Health Record System A Smarter Planet

Create a new market category
Define a client need
IBM growth play

Business Analytics and Optimization Launch strategy
Traditional media remained vital
‘Till the soil’
Identify key influencers
Identify existing communities
Encourage live blogging/tweeting
Go vertical

Business Analytics & Optimization: Launch Day
Live updates via Twitter by IBMers, journalists & bloggers
500+ followers, 110 updates, hundreds of additional replies & retweets
Top 5 Google search result on “IBM business analytics”
Lead gen: several biz dev, job, internship inquiries
Twitter
45,000 total views, 134,000 viewer minutes
Launch video also running on YouTube, Greater IBM, Smarter Planet & HealthNex blogs
Rebroadcast of launch event highlights
Future platform for live events, webcasts, video panels
GBS Video Studio

Business Analytics & Optimization: Traditional Media IBM Roars into Business Consulting By Steve Hamm April 16, 2009 In IBM's biggest foray in business consulting since it acquired PricewaterhouseCoopers Consulting in 2002, the company announced on Apr. 14 that it is setting up a 4,000-person organization focused on helping corporations analyze data better and make smarter decisions. The consultants will mine IBM's research and software divisions for innovations. They'll also incorporate products from other companies. Its new 4,000-strong Business Analytics & Optimization Services will mine IBM's research and software divisions for innovations IBM Deploys Analytics for a ‘ Smarter Planet ’ By G. Ananthakrishnan November 30, 2009 CREATING GREATER VALUE: The control room of the city-wide intelligent security system developed by IBM for the City of Chicago Office of Emergency Management and Communications (OEMC). With about two lakh servers that it manages worldwide and an ever-growing stream of data from various sources, IBM is developing its strengths in Business Analytics and Optimisation (BAO) to create a `smarter planet'. The IT giant is helping companies and governments tread the green path using sensors and monitoring systems for rivers, water pipelines, electricity grids and road traffic. "Smarter Planet is an initiative that is based on IBM Sees Analytics Growth Rise, Starting Next Year August 13, 2009
* IBM sees analytics growing 15-20 pct from 2010
* IBM sees analytics sales topping $2 bln from 2010
Wins defense contract (Adds comments by executive, details on defense contract)
NEW YORK, Aug 13 (Reuters) - IBM said on Thursday it expects revenue at its analytics business to grow by around 15 to 20 percent from next year on, as the fledgling unit wins more contracts.
International Business Machines Corp said the analytics business, which helps clients plot trends,
BAO Wow – Why Big Companies are Putting Big Bets on Business Analytics and Optimization By Ed Sperling November 12, 2009 It may sound like just another buzzword. Business process engineering was followed by business process re-engineering. Now it's all about extracting information from all the money spent on the first two. And it means even more money to the big consulting guys.

Business Analytics & Optimization: Social Media New Social Media Video Channel devoted to analytics resulting in nearly 600K viewer minutes

Social Media Highlights: Syndication & Social Distribution Via Widgets Into Blogging Communities Smarter Planet Network: Syndicated into Eight Languages By Languages With Social Media Aggregators New Intelligence for a Smarter Planet Semantic Web Service: Collect, share links, articles, video, etc.

business model
corporate culture
∫ Strategy ( )

IBM Values
Dedication to every client's success
Innovation that matters, for our company and for the world
Trust and personal responsibility in all relationships

Cracked sidewalks
"My rule was I wouldn't recruit a kid if he had grass in front of his house. That's not my world. My world was a cracked sidewalk." —Al McGuire "My rule was I wouldn't recruit a kid if he had grass in front of his house. That's not my world. My world was a cracked sidewalk." —Al McGuire

Stay in touch
Twitter: @timothyblair
LinkedIn: in/timothyblair
Web: crackedsidewalks.com
Twitter: @crackedsidewlks

Mu Prsm Summit Blair Ibm April 2010

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