Social Media @ IBM Adam Christensen BtoB NetMarketing Breakfast October 29, 2009

What shapes brand perception ? Source: IBM Brand Values Study, 12/2007, IBM Market Intelligence 6 White papers, etc. 6 Company websites 3.3 Friend’s opinions 7.7 Other online sources 7.6 Articles in news 1.9 Analyst or professional associations 1.3 Experience with company’s employees 9.7 TV/Radio News 11.3 Direct marketing 10.1 Advertising 7.7 Tradeshows, etc.

Source: IBM Brand Values Study, 12/2007, IBM Market Intelligence

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

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

To expose IBM’s employees and their expertise so they can learn, lead and collaborate.

Decentralized approach

Deemphasized corporate presence

Emphasized individual participation

Underlying foundations IBM Values Social Computing Guidelines The Authentic Enterprise

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+

Blogs - 17,000 blogs

Beehive – 60K members

WikiCentral –1M daily page views

InnovationJam – 4 Jams, 500,000 participants

Media Library – 9M downloads

business model corporate culture ∫ Strategy ( )

business model

corporate culture

me Twitter: @adamclyde LinkedIn: /adamchristensen Email: [email_address]

Twitter: @adamclyde

LinkedIn: /adamchristensen

Email: [email_address]