Suzanne O Minassian | IBM Social Software Product Manager | 03.31.2009 IBM’s Grounds-Up Social Software Transformation Photo by mclanaghan

Welcome to IBM Photo by derekkb

IBM has over 380,000 employees; over 50% are mobile

Fringe

Beehive

Atlas

Social Bookmarking for an Enterprise Central store Search and keyword "tags" Discovery via "pivot" browsing Subscriptions Authenticated identity Internet and Intranet bookmarks Support for both shared and private bookmarks Designed for remixing (REST for dogear api) Collaborative User Experience

Central store

Search and keyword "tags"

Discovery via "pivot" browsing

Subscriptions

Authenticated identity

Internet and Intranet bookmarks

Support for both shared and private bookmarks

Designed for remixing (REST for dogear api)

Collaborative User Experience

Collaborative User Experience

Deployment Technology Adoption Program (TAP) Virtually no advertising Steady adoption and formation of “folksonomy” REST API for new uses Collaborative User Experience Visualizing Taggers with pictures size according to number of bookmarks

Technology Adoption Program (TAP)

Virtually no advertising

Steady adoption and formation of “folksonomy”

REST API for new uses

Embedding Social Bookmarks into Search Collaborative User Experience April, 2007

Photo by rosswebdale r

Activities are the clusters of everyday work in business Informal activities are the way work really happens They have been the elusive subject of ethnography for 25 years Collaborative User Experience Collective Work Practices Focus on activities we’re doing, not the tools we’re using

Activities are the clusters of everyday work in business

Informal activities are the way work really happens

They have been the elusive subject of ethnography for 25 years

Cattail | Social File Sharing

Spectacular | Feed Aggregation

Unified Search

Communities Blogs Dogear Activities Profiles 1998 2003 2009 Persona Bluepages Connections Profiles BlueGroups Community tools Community Map Connections Communities BlogCentral Connections Blogs Dogear Connections Dogear Instant Collaboration UAM OpenActivities Connections Activities Activity Explorer Cattail Files Connections Files Internal projects affect product concepts and technology Beehive IBM’s social software through the years

Photo by ppdigital

Profiles

Dogear

Spend less time trying to find the right person with the right knowledge “ We needed to find someone with deep Tivoli and Lotus implementation skills and didn’t have any leads, so we searched on w3 and found candidates tagged from BlogCentral . We then validated their experience by looking at what they DogEared and blogged, and we confirmed they had customer experience.” “ Sometimes we don’t even need to contact the individuals, we learn ‘just-in-time’ by following the expert . We read the content they have created and use their links. It’s the new form of enablement and mentoring. ” “ I like to tell the story of the Websphere portal SME with 33 years at IBM. Before he retired, we convinced him to DogEar links for a few months. The replacement lived off those bookmarks; they were saved a huge amount of time .” Expertise is no longer just about the people, it includes their knowledge and networks . By encouraging our experts to use transparent tools to manage their own information, we enable all of IBM. Ann-Marie Lotus Technical Sales Manager PSW, Lotus Sales, IBM S&D Success Stories – Example: Expertise location

Spend less time trying to find the right person with the right knowledge

“ We needed to find someone with deep Tivoli and Lotus implementation skills and didn’t have any leads, so we searched on w3 and found candidates tagged from BlogCentral . We then validated their experience by looking at what they DogEared and blogged, and we confirmed they had customer experience.”

“ Sometimes we don’t even need to contact the individuals, we learn ‘just-in-time’ by following the expert . We read the content they have created and use their links. It’s the new form of enablement and mentoring. ”

“ I like to tell the story of the Websphere portal SME with 33 years at IBM. Before he retired, we convinced him to DogEar links for a few months. The replacement lived off those bookmarks; they were saved a huge amount of time .”

Expertise is no longer just about the people, it includes their knowledge and networks . By encouraging our experts to use transparent tools to manage their own information, we enable all of IBM.

Communities

*Source: IBM Global Technical Services Knowledge Community of Practice Business Impact Survey 2007 completed by approximately 2,300 respondents. IBM Communities of Practice benefit from Social Software

Networking to reach educational resources and knowledge communities John comes to us from a series of acquisitions, but only at IBM did he serendipitously connected to peers and SMEs via BlogCentral and Beehive, enabling him to find a software engineering community and nearby classes for his direct reports. Now both teams are sharing experiences back and forth. “ They're learning from us, we're learning from them, it's huge . I don't know when we would have found them without these tools.” "If you are going to acquire companies and bring in people, you'll always start with formal communications. But if you want their A+ people -- the engaged self-starters who are motivated and trying to do the right thing – to feel like they can fit in, provide them with networking tools to find their new peers. " By using networking tools, John discovered “ you’ll never bump into people in your inbox , but in social tools it’s a small world.” His team’s success has encouraged them to use more of the available tools. Wikis are keeping their information available across the team’s global workday, and they have reached out to new communities of experts . John Development Director – Cognos Enterprise Planning IBM SWG, Information Management Success Stories – Example: Acquisition Integration

Networking to reach educational resources and knowledge communities

John comes to us from a series of acquisitions, but only at IBM did he serendipitously connected to peers and SMEs via BlogCentral and Beehive, enabling him to find a software engineering community and nearby classes for his direct reports. Now both teams are sharing experiences back and forth. “ They're learning from us, we're learning from them, it's huge . I don't know when we would have found them without these tools.”

"If you are going to acquire companies and bring in people, you'll always start with formal communications. But if you want their A+ people -- the engaged self-starters who are motivated and trying to do the right thing – to feel like they can fit in, provide them with networking tools to find their new peers. "

By using networking tools, John discovered “ you’ll never bump into people in your inbox , but in social tools it’s a small world.”

His team’s success has encouraged them to use more of the available tools. Wikis are keeping their information available across the team’s global workday, and they have reached out to new communities of experts .

Activities

Sales prospecting and customer-facing interactions Adapted Lotus Connection Activities and Notes 8.0 as a new way to track to-dos, contacts, and communications for sales prospecting and client touches Hours spent with client prospects increased by 50% Number of client touches increased by 500-600% Helping other Tele-sales members learn and improve this process Helping other Tele-sales reduce phone-tag and voicemail in favor of email and online touches Jeannette Tele-sales / Inside Brand Sales Specialist Success Stories – Example: Sales Prospecting

Sales prospecting and customer-facing interactions

Adapted Lotus Connection Activities and Notes 8.0 as a new way to track to-dos, contacts, and communications for sales prospecting and client touches

Hours spent with client prospects increased by 50%

Number of client touches increased by 500-600%

Helping other Tele-sales members learn and improve this process

Helping other Tele-sales reduce phone-tag and voicemail in favor of email and online touches

Blogs

Policies based on IBM’s Business Conduct Guidelines Apply internally and externally Available on ibm.com “ blogging guidelines” IBM’s Blogging policy & guidance

Home Page

Search

Lotus Greenhouse – greenhouse.lotus.com

IBM.com – ibm.com/communities

Breeding diverse social networks Promoting out-of-your-inbox thinking Enabling non-disruptive expertise consumption Organizing the flow of ad hoc collaboration “ I found your profile…” “ I just read this blog about a new idea…” “ Wow, the answer is right here in her bookmarks!” “ I’m going to save this chat to our activity.” Enterprise Social Software is about

Breeding diverse social networks

Promoting out-of-your-inbox thinking

Enabling non-disruptive expertise consumption

Organizing the flow of ad hoc collaboration

Photo bybikeracer

Let’s continue talking. @minassian [email_address] http://synch.rono.us http://tekmoda.com Thank you! Photo by derekkb

Special thanks to Irene Greif , Dave Newbold & Gina Poole for lending me their own talks for this presentation.

Special thanks to

Irene Greif , Dave Newbold & Gina Poole

for lending me their own talks for this presentation.

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