The Experiment is Over
PRSA Digital Summit, May 1, 2009
Adam Christensen
IBM Corporation
Twitter: @adamclyde
This presentation:
http://www.slideshare.net/adamclyde
Some observations
Social Media
*
(0) Value
Fail
Social Media
*
x (Value)
y (Success)
(where x is unknown)
Social Media
*
X (Value)
X (Success)
(Where X is known variable)
business model
corporate culture∫Value ( )
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”
• Valu...
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
8,50...
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
Bra...
A Smarter Planet
Instrumented
Interconnected
Intelligent
Smarter
Energy
Smarter
Water
Smarter
Healthcare
Smarter
Traffic
Intelligent Utility
Networks
Big Green
Innovations
Smart H...
Recap
Social media v. corporate culture
= fail
Social media – defined value
= ?success
Social media as function of busines...
Stay connected
Twitter:
http://twitter.com/adamclyde
LinkedIn: http://www.linkedin.com
/in/adamchristensen
PRSA Digital Summit - The Experiment is Over
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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

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PRSA Digital Summit - The Experiment is Over

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