Social Media and Web 2.0 at IBM

New Media at IBM Universidad Ibero Mexico City, Mexico May 30, 2008

Did You Know?

Each minute, 10 hours of video is uploaded to YouTube

More than 6,700,000 articles have been published on Wikipedia – in 229 languages

Facebook’s fastest growing demographic is 25 and over

1 out of 8 couples married in the U.S. last year met online

230,000 people sign up for MySpace every day

There are 2.7 billion searches performed on Google each month

In 2005, the world produced more transistors than grains of rice

Fundamental Change in how people: Work Learn Engage

Web 1.0 Web 2.0

A Global Phenomenon

Read Blogs

South Korea 92%

China 88%

Mexico 87%

Brazil 87%

Japan 84%

UK 65%

USA 60%

Source: Universal McCann Wave 3 Social Media Tracker Survey, April 14, 2008

Write Blogs

South Korea 71%

China 70%

Mexico 60%

Brazil 50%

Japan 47%

USA 26%

UK 25%

Social Networking

Philippines 83%

Mexico 76%

Brazil 75%

South Korea 70%

UK 59%

USA 43%

Japan 41%

Social Networks Across the World Source: Universal McCann Wave 3 Social Media Tracker Survey, April 14, 2008

Proliferation of tools

Implications for business

Trusted sources of information * Source: IBM Market Intelligence, “ Values-Brand Action Study, ” December 2007 Influence Source Brazil Ger Spain Italy India Sing Japan Average Rank Personal experiences with company’s employees 2 1 1 1 2 1 1 1.3 Analysts or professional organization opinions 1 2 3 2 1 2 2 1.9 Opinions of colleagues, peers, or friends 3 3 2 3 5 4 3 3.3 What companies are doing for others in your industry 6 8 4 7 4 3 6 5.4 Company websites 5 6 5 8 3 5 10 6.0 White papers, research, or case studies 4 4 6 4 7 9 8 6.0 Articles in magazines or newspapers 7 9 10 9 8 6 4 7.6 Online sources, not directly from the company 10 7 7 6 9 8 7 7.7 Tradeshows, conferences, industry forums, events 8 5 9 5 6 10 11 7.7 News stories on TV or radio 11 11 12 12 10 7 5 9.7 Advertising 9 10 11 10 11 11 9 10.1 Direct marketing (e-mail or mail) 12 12 8 11 12 12 12 11.3

What do people want from organizations?

Authenticity

Transparency

Social Responsibility

Shift from Mass Communications to Masses of Communicators

Why social media at IBM?

380,000 employees

170 countries

40% of IBMers’ work remote

IBM Social Computing Guidelines

“ it is very much in IBM's interest—and, we believe, in each IBMer's own—to be aware of and participate in this sphere of information, interaction and idea exchange to learn and to collaborate. ”

http://www.ibm.com/blogs/zz/en/guidelines.html

Enterprise 2.0 at IBM

Beehive

32,710 users

40,854 photos

13,990 Hive Fives

BlogCentral

50,000+ Users

113,000+ Posts

115,000+ Comments

WikiCentral

200,000+ readers

30,000+ unique editors

200,000+ pages

IBMers and Social Networking 190,000+ (74K+ alumni) 30,000+ current, former 35,000 current, former IBMers 40,000+ (18K+ alumni) 38,000+ current IBMers

Creating Great “New Media”