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


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.

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: Why? 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 6 th 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.


  • 1. Social @ IBM: Leading with the IBMer Adam Christensen IBM Social Media Strategy & Digital Influence
  • 2. IBM has a rich culture of collaboration…
  • 3. … in fact, before the Internet, IBMers were using “social media”
  • 4. Over last 100 years, the world has come to know IBM through the IBMer
  • 5. Our brand strategy today: To lead with the IBMer
  • 6. Employee-generated brand interactions are growing exponentially
  • 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. Some examples…
  • 9. $100 million Invested 150,000 people 46,000 ideas 10 New Businesses
  • 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. Surfacing IBM experts throughout the digital experience…
  • 12. Surfacing expertise… on Slideshare (Launching today!)
  • 13. Aggregating employee engagement across Web on our own domain
  • 14. Using social to build presence and thought leadership
  • 15. Surfacing experts in our mass marketing…
  • 16. In our joint social media partnerships
  • 17. Move from telling people about a Smarter Planet… … to helping people experience a Smarter Planet
  • 18. Creating Smarter Planet experiences
  • 19. 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
  • 20. Thank you Contact: @adamclyde