The Experiment is Over PRSA Digital Summit, May 1, 2009 Adam Christensen IBM Corporation

Twitter: @adamclyde This presentation: http://www.slideshare.net/adamclyde

Twitter: @adamclyde

This presentation: http://www.slideshare.net/adamclyde

Some observations

Social Media * (0) Value Fail

Social Media

*

(0) Value

Fail

Social Media * x ( Value) y ( Success) (where x is unknown)

Social Media

*

x ( Value)

y ( Success)

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

Social Media

*

X (Value)

X (Success)

business model corporate culture ∫ Value ( )

business model

corporate culture

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

Background: Why social media at IBM? 400,000 employees 170 countries B2B, Not consumer Company of “experts” Value To flatten organization To learn To influence Culture Collaborative Progressive Risk averse

400,000 employees

170 countries

B2B, Not consumer

Company of “experts”

Value

To flatten organization

To learn

To influence

Culture

Collaborative

Progressive

Risk averse

Underlying foundations IBM Values Social Computing Guidelines The Authentic Enterprise

Empower everyone. Trust employees… they are the brand

Current picture of IBM & social media 1,000,000 daily wiki page views 60,000 socially networked 16,000 Internal blogs 8,500,000 Downloads 1,000+ 250,000 70,000+ 40,000+ 1,000s Internal External

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

Recap Social media v. corporate culture = fail Social media – defined value = ?success Social media as function of business model = success

Social media v. corporate culture = fail

Social media – defined value = ?success

Social media as function of business model = success

Stay connected Twitter: http://twitter.com/adamclyde LinkedIn: http:// www.linkedin.com /in/adamchristensen

Twitter: http://twitter.com/adamclyde

LinkedIn: http:// www.linkedin.com /in/adamchristensen