The impact of corporate culture on enterprise social media

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The impact of corporate culture on enterprise social media - Presentation Transcript

The Impact of Corporate Culture on Social Media (An IBM Case Study) Adam Christensen, IBM January 22, 2009
Corporate culture v. Social media Corporate Culture + Social media
- = Fail
- = Success
Enterprise social media formula
- Business Model
- +
- Corporate Culture
- +
- Desired value
- =
- Social media success
Proper roles of management & employees
- Top Down
- Empowerment
- Trust
- Tools (availability)
- Guidelines
- Value
- Bottoms up
- Interest
- Tools (selection)
- Participation
IBM’s starting point
- Business Model
- B2B NOT consumer
- Company of experts
- 386,000 employees
- 170 countries
- Culture
- Intensely diverse
- Progressive
- Highly collaborative
- Risk averse
What did we do?
- Empowered everyone to participate
- Learn from mistakes (or near mistakes)
- Social Computing Guidelines
- Building a culture for participation started inside first
- Experiment. A lot
1. Empower everyone Trust employees. They are the brand
2. Learn from mistakes (or almost ones) Near shut-down of ValuesJam 2003
3. Community- developed guidelines IBM Social Computing Guidelines http://www.ibm.com/blogs/guidelines.html
- tag cloud by www.wordle.net
4. Started inside. Like to swim, but afraid of the ocean? Photo courtesy of David Sifry: http://www.flickr.com/photos/dsifry/2173895296/
5. Experiment. A Lot.
- BlogCentral - 67,000 users, 16K blogs, 140K posts, 140K comments
- Beehive – 53K members, 63K photos shared, 2.9K events
- WikiCentral – 150,000 users, 1 million views each day
- InnovationJam – 4 Jams, more than 500,000 participants
- GreaterIBM Connection – 50K in alumni network on Facebook/LinkedIn
- Media Library – 8M downloads
Final thoughts
- Projects without regard to culture fail
- If current culture doesn’t align, start to create it
- Top-down mandates generally don’t work
- (but neither do completely grassroots efforts)
- Experiment and learn
Connect
- This presentation:
- http://www.slideshare.net/adamclyde
- Twitter: http:// twitter.com/adamclyde
- LinkedIn:
- www.linkedin.com/in/adamchristensen