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Social Media Masters 2011 NYC: Kat Mandelstein: IBM's Journey to Becoming a Social Business
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Social Media Masters 2011 NYC: Kat Mandelstein: IBM's Journey to Becoming a Social Business

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Presentation from Social Media Masters 2011 in New York City:
Abstract: Kat Mandelstein will share insights on the IBM journey to becoming a Social Business and share practical strategies for how to empower your employees to live social, how to execute effective social media campaigns, and how to leverage social thought leadership to influence the influencers. B2B companies have unique opportunities when it comes to how social transforms their business. Starting from social media marketing to attract and retain customers and evolving into business process changes like crowdsourcing innovation with input from partners and early adopters of your products and services. Social is rapidly turning the traditional marketing and product development plans on their heads and creating two-way real-time dialogue for customer interaction. The guarded walls of the corporation are slowly turning into windows with a new level of transparency inside an effective Social Business.

As the world’s leading global technology brand with over 400,000 employees around the world, IBM is a great case study in leveraging both public social networks as well as their own innovations from IBM Research and product development. Being so large and geographically dispersed, it is the ideal test market for this transformation into a Social Business. IBM takes social seriously and leverages it far beyond the average company: for developing products and services; enabling sellers to find and stay connected with clients; training the next generation of leaders. Social has also been at the core of how IBM shares its vision of the transformation to a Smarter Planet among clients, employees, partners, governments, NGOs, and other key influencer communities. This year social also played a key role in the IBM Centennial celebration, where Watson may have won Jeopardy, but is now on to more serious business.

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  • 1. Becoming a Social Business: IBM’s JourneyKat Mandelstein, kmandel@us.ibm.com, @katmandelstein#SMM2011NYC #IBMSocialBiz
    September 23, 2011 Social Media Masters NYC
  • 2. A little bit about me
    © 2011 IBM Corporation
  • 3. Social
    Technology enabled Business Transformation
    The Fifth IT Era:The era of Social Business
  • 4.
  • 5. Journey to becoming a Social Business
    Social Business
    • Listen to market
    • 6. Build advocates
    Deeper client relationships
    Traditional Business
    Marketing, Customer Service
    • 'Push marketing
    • 7. Control brand
    • 8. Embed social in process
    • 9. Connect in and outside
    & Service Development
    Adaptability to Market
    Operations, Human Resources
  • 14. Value of Social Business for Sales and Marketing Management
    Realized benefit - median improvement %
    Increase effectiveness of awareness
    (realized by 52% of respondents)
    Increase revenue
    (realized by 18% of respondents)
    Increased effectiveness of conversion
    (realized by 52% of respondents)
    (*) “The rise of the networked enterprise. Web 2.0 finds its payday” – McKinsey Global Survey Results, 2010
  • 15.
  • 16. Realized benefit - median improvement %
    Value of Social Business for Customer Service
    Increase customer satisfaction
    (realized by 77% of respondents)
    Reduce marketing costs
    (realized by 45% of respondents)
    Reduce support costs
    (realized by 35% of respondents)
    (*) “The rise of the networked enterprise. Web 2.0 finds its payday” – McKinsey Global Survey Results, 2010
  • 17. OLD PROCESS:
    Product Development Process
    4 million engagements
    70% news ideas
    Crowdsourced products like Project Zero
    Brand awareness increase in application developers, IT specialists, etc.
    Site to solicit product ideas
    Social Enabled Product Development
  • 18. Realized benefit - median improvement %
    Increase speed of access to external experts
    (realized by 40% of respondents)
    Reduce time to market for new products/services
    (realized by 29% of respondents)
    Increase number of successful innovations
    (realized by 28% of respondents)
    Value of Social Business for R&D and New Product Development
    (*) “The rise of the networked enterprise. Web 2.0 finds its payday” – McKinsey Global Survey Results, 2010
  • 19. IBM Expert Locator Allows IBMers, Our Customers & Business Partners to find the right expert on a topic quickly on w3.ibm.com and ibm.com
    Includes internal
    IBM Connections Profile
    and external social
    network profiles
  • 20. Value of Social Business for HR and Talent Management
    Realized benefit - median improvement %
    Increase speed of access to internal knowledge
    (realized by 77% of respondents)
    Increase speed of access to internal experts
    (realized by 52% of respondents)
    Reduce internal communications
    (realized by 60%)
    (*) “The rise of the networked enterprise. Web 2.0 finds its payday” – McKinsey Global Survey Results, 2010
  • 21. Social Computing Guidelines:
    Spring 2005
    Empower everyone to participate
    Employees = brand ambassadors
    Digital Council
    Build a culture for participation startinginside first
    Experiment. A lot.
    Gaming. Jams.
    IBM Case
    Step one in Social Business: Align Organizational Goals and Culture
  • 22. Social Business inside the firewall….
    Customized Employee Workplace Portal
    IBM Connections Internal Social Network
    • Integrated Tagging & Rating
    • 23. Communities & Activities
    • 24. File Sharing
    • 25. Unified Communication
    • 26. Virtual Meetings
    • 27. Wikis, Blogs & Status Updates
  • 28. Social Business
    Training & Certification program for IBMers
  • 29. Social Business outside the firewall….
    • Smarter Planet Web presence
    • 30. Aggregator
    • 31. Digital Library
    • 32. Social Insights Blog Social Accounts
    • 33. Jams
    • 34. Greenhouse
    Download the Social Business Jam Report
    Participate in the Social Standards Jam
  • 35. Campaign: Social Business ≠ Social Media for Business
  • 36. Aggregation of Social Content invites interaction
    • Use social feed widgets embedded on your Web pages
    • 37. Aggregate Content into a Landing Page or Community
    • 38. Case Studies on Lotusphere effort on Mashable & BizBash
  • Measurement & AnalyticsProvide an Enterprise-level View of the Performance & Optimization of Our Digital System & the Return on Investment
  • 39.
  • 40. What is Watson?
    The Watson technologyset is a solution capableof interpreting large volumes of unstructured dataand natural language, providing precision and confidence in its answers
    A transformational set of technologies that fundamentally change the way businesses look at solving problems and bring intelligence to ways they can make better informed, optimized decisions
    The Watson visionhelps inspire organizations to achieve optimized outcomes through its ability to rapidly process information to find precise answersto critical questions
    The Watson Jeopardy! Grand Challenge has wide reaching implications for the way businesses make decisions. It’s no wonder that millions expressed interest!
    34.5M Jeopardy! Viewers / 1.3B+ Impressions
    Over 10,000 Media Stories / 11,000 attend watch events
    2.5M+ Videos Views (top 10 only)
    10,897 Twitter / 23,647 Facebook Fans
  • 41. Smarter Communications
    Smarter Healthcare
    Communications Service ProviderAnalyzing over 1B new call records daily along with50TB of historical data to predict & reduce customer churn increasing revenue
    Healthcare Program Provider
    Analyzing tens of thousands of patient records with analytical models provides reduces mortality by up to 50% in cardiac procedures
    Smarter Government
    Smarter Banking
    Large Financial Services Firm
    Analyzing client patterns captured in a 100TB database to develop new offerings, drive loyalty, & increase profitability
    Large Government AgencyAnalyzing 100TBs of active data & 20 petabyte archive; Millions of objects handled per second for more efficient and effective government
    IBM’s History of Grand Challenges is Leading to Grand Outcomes
  • 42. Problem
    Hospital providers face mounting challenges in how to improve the quality of patient care in an environment where patient and clinical data is proliferating and resources are limited
    “Management of disease is phenomenally complicated. Effective storage, retrieval, analysis and use of information is critical to improve healthcare.”
    Watson Use Case – Healthcare
    • Medical information is doubling every five years
    • 43. 1.5M errors occur in the way medications are prescribed, delivered and taken in the U.S. each year
    • 44. 20% of all errors are diagnostic errors
    • 45. 8.4% 2010-2011 rate of employer-based healthcare cost increase
    • 46. Watson can analyze millions of pages per minute to assist with diagnosis, leveraging the latest available research
    • 47. Watson can uncover patterns and identify which patients are at risk of contracting specific diseases
    • 48. Watson can help identify optimal treatment recommendations reducing waste and re-admissions
    Dr. Herb ChaseProfessor of Clinical Medicine, Columbia University
  • 49. Where could IBM Watson help you?
    Business Analytics
    Manage Enterprise Content& Content Analytics
    Business Intelligence
    Predictive Analytics
    Analytic Applications
    Governance, Risk & Compliance
    Financial Performance/Strategy Management
    • Advanced Case Management
    • 50. Content Analytics
    • 51. Document Image and Capture
    • 52. Information Lifecycle Governance
    Social Business
    Manage Enterprise & Unstructured Data
    • Information Integration and Federation
    • 53. Information Governance
    • 54. Big Data Analytics
    • 55. Text Analytics
    • 56. Master Data Management
    • 57. Data Warehousing
    • 58. Consumer Insight
    • 59. Brand Sentiment
    • 60. Team Analytics
    • 61. Social Collaboration
  • Efficiency + Business Insight Contributes to Better Financial Performance
    49% more
    30% more
    >20x more
    5-year CAGR, 2004-2008
    5-year CAGR, 2004-2008
    5-year average, 2004-2008
    All Other Enterprises
    Value Integrators
    How Will Your Journey End?Analytics-Driven Organizations Outperform
    Revenue Growth: N = 580; EBITDA: N = 531; ROIC: N = 501;
    Source: IBM Institute for Business Value, The Global CFO Study 2010
  • 62. Celebrating the IBM Centennial through Social Conversations
    • The Centennial and Celebration of Service evoked a public expression of enthusiasm and pride by IBM employees, Alumni, Customers and Business Partners.
    • 63. Accordingly, IBM saw a dramatic shift in the tone of its online buzz, moving from a predominantly neutral topic of conversation to one in which one-in-four mentions positive.
    • 64. IBM's worldwide presence dominated – with active social participation from IBMers across the globe.
    • 65. For first time ever, IBM achieved the top of “Trending Topics” on Twitterin US and India.
    • 66. “IBM” was mentioned 24,000 times globally in a single day (June 16).
    • 67. Key conversational themes reflected IBM’s Centennial programs demonstrating that they were understood and embraced by those engaged in social discussions worldwide.
  • Social Conversations around Centennial Celebration of Service
    • Over 2.5 million hours of service shared on Celebration Day of Service
    • 68. social conversation was notably high, with the conversation classified as 4% "very positive", 15% "positive", and 0% negative.
    • 69. Celebration of Service participants worldwide uploaded over 1500 photos on ibm100.com on that day
    “#IBM100 years. Congratulations to all who participated in service day. Blood donation, books, adoption of dogs and planting trees.”
  • 70. Visit the IBM Centennial THINK Exhibit @ Lincoln Center
    • Celebrating over 100 years of innovation and the next 100
    • 71. Opens TODAY through October 23rd, hours on Web site
    • 72. Tickets compliments of IBM, get from Jaffe Box Office
    • 73. http://www.ibm.com/ibm100/thinkexhibit
    • 74. Question: How would you make the world work better? Hashtag for Twitter feed for Web and Exhibit is #THINK
  • ibm.com/socialbusiness
  • 75. Legal Disclaimer
    • © IBM Corporation 2011. All Rights Reserved.
    • 76. The information contained in this publication is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained in this publication, it is provided AS IS without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this publication or any other materials. Nothing contained in this publication is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software.
    • 77. References in this presentation to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities referenced in this presentation may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. Nothing contained in these materials is intended to, nor shall have the effect of, stating or implying that any activities undertaken by you will result in any specific sales, revenue growth or other results.
    • 78. If the text contains performance statistics or references to benchmarks, insert the following language; otherwise delete:Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user's job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here.
    • 79. If the text includes any customer examples, please confirm we have prior written approval from such customer and insert the following language; otherwise delete:All customer examples described are presented as illustrations of how those customers have used IBM products and the results they may have achieved. Actual environmental costs and performance characteristics may vary by customer.
    • 80. Please review text for proper trademark attribution of IBM products. At first use, each product name must be the full name and include appropriate trademark symbols (e.g., IBM Lotus® Sametime® Unyte™). Subsequent references can drop “IBM” but should include the proper branding (e.g., Lotus Sametime Gateway, or WebSphere Application Server). Please refer to http://www.ibm.com/legal/copytrade.shtml for guidance on which trademarks require the ® or ™ symbol. Do not use abbreviations for IBM product names in your presentation. All product names must be used as adjectives rather than nouns. Please list all of the trademarks that you use in your presentation as follows; delete any not included in your presentation. IBM, the IBM logo, Lotus, Lotus Notes, Notes, Domino, Quickr, Sametime, WebSphere, UC2, PartnerWorld and Lotusphere are trademarks of International Business Machines Corporation in the United States, other countries, or both. Unyte is a trademark of WebDialogs, Inc., in the United States, other countries, or both.
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    • 84. If you reference Intel® and/or any of the following Intel products in the text, please mark the first use and include those that you use as follows; otherwise delete:Intel, Intel Centrino, Celeron, Intel Xeon, Intel SpeedStep, Itanium, and Pentium are trademarks or registered trademarks of Intel Corporation or its subsidiaries in the United States and other countries.
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    • 87. If the text/graphics include screenshots, no actual IBM employee names may be used (even your own), if your screenshots include fictitious company names (e.g., Renovations, Zeta Bank, Acme) please update and insert the following; otherwise delete: All references to [insert fictitious company name] refer to a fictitious company and are used for illustration purposes only.