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PRSA Digital Summit - The Experiment is Over

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My presentation for the PRSA Digital Summit, May 1, 2009

My presentation for the PRSA Digital Summit, May 1, 2009

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  • 1. The Experiment is Over PRSA Digital Summit, May 1, 2009 Adam Christensen IBM Corporation
  • 2. Twitter: @adamclyde This presentation: http://www.slideshare.net/adamclyde
  • 3. Some observations
  • 4. Social Media * (0) Value Fail
  • 5. Social Media * x (Value) y (Success) (where x is unknown)
  • 6. Social Media * X (Value) X (Success) (Where X is known variable)
  • 7. business model corporate culture∫Value ( )
  • 8. Communications 1.0 2.0 PR & Marketing Media Outlets Stakeholders PR & Marketing Media Outlets Stakeholders
  • 9. 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
  • 10. Underlying foundations IBM Values Social Computing Guidelines The Authentic Enterprise
  • 11. Empower everyone. Trust employees… they are the brand
  • 12. 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
  • 13. 150,000 people 46,000 ideas 10 New Businesses $100 million Invested
  • 14. Real-time Translation Simplified Business Engines Intelligent Utilities 3D Internet “Digital Me” Big Green Innovations Branchless Banking for Masses Smart Healthcare Payment Intelligent Transportation Electronic Health Records
  • 15. A Smarter Planet Instrumented Interconnected Intelligent
  • 16. 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
  • 17. Recap Social media v. corporate culture = fail Social media – defined value = ?success Social media as function of business model = success
  • 18. Stay connected Twitter: http://twitter.com/adamclyde LinkedIn: http://www.linkedin.com /in/adamchristensen

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