Enterprise transformation through social media

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A keynote for the OMMA track at 2013 SXSW Interactive in Austin, Texas.

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  • Enterprise transformation through social media

    1. 1. Enterprise transformationthrough social mediaEthan McCarty@ethanmcc 03/20/13 1
    2. 2. These two items have the same volume, but which has more surface area –the consistent, large sphere or the diverse little spheres? 03/20/13 2
    3. 3. 03/20/13 3
    4. 4. The marbles have about300% more surface area. 03/20/13 4
    5. 5. ‘Social’ goals are IBM’s business goals Markets Our Beliefs • IBMs brand is experienced through the IBMer • Employee Engagement improves the Customer Experience and in turn drives financial results Financial Employee Performance Engagement Our Mission • Shape opinions around IBMs key initiatives through the Innovation digital activation of IBMers as trusted and credible experts • Enable IBMers to understand IBMs strategy, live the values of the IBM brand and exemplify it in the marketplace Client Experience Desired Business Outcomes • Increased engagement between IBM experts and clients • Increased mind-share around IBMs Go-to-Market Priorities • Increased verified IBM Brand Accounts • Increased signal, de-emphasized noise 03/20/13 5
    6. 6. An intentional system of enablement IBMSelect Governance: Policy & Guidelines 03/20/13 6
    7. 7. An intentional system of enablement Engagement Connection Insight Curation / AdministrationEmpowerment Register Validation & Permission Brand Training IBMSelect Activation SB M SB M Education SB M SBM SB M Between Earned & Owned BRANDS (or use Paid to Stimulate) PEOPLE 03/20/13 7
    8. 8. 03/20/13 8
    9. 9. 03/20/13 9
    10. 10. www.ibm.com/voices 03/20/13 10
    11. 11. 03/20/13 11
    12. 12. 55% increase in IBM SMEs visibility on external ibm.com pages cited by Ginni Rometty in her Jan 2013 kickoff video10K hours of education provided through the Digital IBMer initiative And 300K IBMers completed Responsible Secure Computing58K views of the Social Computing Guidelines in 2012 The Social Brand Guidelines were viewed 800 times 7x increase in conversion to action generated by engagement with trusted, credible SMEs in IBM Select 03/20/13 12

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