IBM's approach to Social Media: Leading with the IBMer (WOMMA 2010 presentation)


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My presentation at the WOMMA summit in Las Vegas, focusing on IBM's strategy for social media, as well as a few recent examples of how we deliver on the strategy.

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  • Online collaboration is nothing new to IBM. Today on our intranet, you can find discussion threads that were started two decades before the Internet was introduced.
    In the 1970s, IBM mainframe programmers started discussion forums on the IBM System 370 terminals so they could collaborate to solve problems.
    Those discussion forums have spawned a massive array of employee-generated platforms and content types at IBM.
  • Over the past decade, we have aggressively launched internal social media platforms to encourage employees to self publish and collaborate.
    Blogs, social networks, user-generated media, etc.
    YELLOW LINE: Instances of employee/User Generated content (blogs, comments, videos, podcasts, etc.)
    BLUE LINE: Instances of corporate-created content (articles, blogs, speeches, etc.).
    This is flipping the system on its side. Employees are now the publishers and the corporation is simply an enabler.
  • Phase 2: Demonstrating substance… through IBM expertise.
    Featuring IBMers throughout our efforts: advertising, social media, events, media relations and blogger outreach.
    TV ads. Why did we choose these individuals? Because of their social footprint.
    We engaged bloggers through our IBM Experts extensively. More than 2,300 blog posts featuring the Smarter Planet initiative.
  • IBM-Huffington Post program:
    Scale and enagement.
    A platform for IBM experts to engage directly with the worlds most active online community. <Going where the community already exists and engaging with them there>
    Features IBM experts blogging about healthcare, government 2.0 and sustainability.
    Smarter Ideas section curates content from IBM and non IBM experts we think is key to understanding Smarter Planet and getting involved.
  • Introducing People for a Smarter Planet.
    Moving from Telling people about Smarter Planet to helping them Experience Smarter planet.
    Collection of participatory communities where people can literally get involved on some level in creating a Smarter Planet. Help people recognize and participate in Instrumented, Interconnected, Intelligent.
    You’ll see programs like, Creekwatch. An iPhone app developed by IBM Research people can use to record conditions they observe in their local rivers and waterways. That data is then aggregated together to provide data on the nation’s watersheds and supplies.
    Initial launch is on Facebook
  • You can join.
    Help us build the world’s LARGEST Supercomputer.
    WCG: Ranked 6th today. With a million more, we can build the world’s largest supercomputer.
    To fight cancer. To find a cure for HIV/AIDS. To find renewable energy. YOU CHOOSE WHAT ITS USED FOR.
    Join us at People for a Smarter Planet.
  • IBM's approach to Social Media: Leading with the IBMer (WOMMA 2010 presentation)

    1. 1. 1 Social @ IBM: Leading with the IBMer Adam Christensen IBM Social Media Strategy & Digital Influence WOMMA. 11.17.2010
    2. 2. 2 IBM has a rich culture of collaboration…
    3. 3. 3 … in fact, before the Internet, IBMers were using “social media” Live discussion forum on our intranet that began in 1986
    4. 4. 4 Over last 100 years, the world has come to know IBM through the IBMer
    5. 5. 5 The IBM brand strategy today still leads with the employee
    6. 6. 6 Employee-generated brand interactions are growing exponentially
    7. 7. 7 Snapshot of IBM employee social computing activity •Blogs - 17,000 blogs •SocialBlue – 70K members •WikiCentral –1 million daily page views •InnovationJam – 4 Jams, 500,000 participants •Media Library – 14 million downloads 198,000 196,000 100,000+ 25,000+ 300,000+ Internal External
    8. 8. 8 Examples: Using social media for innovation…
    9. 9. 9 $100 million Invested 150,000 people 46,000 ideas 10 New Businesses
    10. 10. 10 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 Smarter Transportation
    11. 11. 11 Examples: Using social media to surface IBMers’ expertise…
    12. 12. 12 Surfacing experts: On our own domains
    13. 13. 13 Surfacing experts: On third-party platforms (First ever Slideshare network)
    14. 14. 14 Surfacing experts: In our mass marketing…
    15. 15. 15 Surfacing experts: In our joint social media partnerships
    16. 16. 16 Aggregating experts’ social activity across Web on our own domain…
    17. 17. 17 Examples: Using social media to activate participation in building a Smarter Planet
    18. 18. 18 Move from telling people about a Smarter Planet… …to helping people experience a Smarter Planet
    19. 19. 19 Creating Smarter Planet experiences
    20. 20. 20 Using social media to create the world’s largest supercomputer World Community Grid. Donate your idle computing time to to fight cancer to find a cure for HIV/AIDS to find new renewable energy sources
    21. 21. 21 Thank you Contact: @adamclyde