1.1 Why IBMers need social computingOverviewThe term social computing means a behavior related to using social media toolslike Lotus Connections, Twitter or LinkedIn. The latest buzz word in IBM is social business. IBM defines social business to mean application of social media to drive business outcomes. Social business is delivered through 3 core elements within IBM - culture, tools, and strategy. This course discusses culture and why IBMers need social computing. Topics focus on why IBM wants you to be successful in social business and the benefits to connect using external and internal social media tools. This course also discusses the benefits of social business when using media to collaborate and get work done.Social computing behavior is about social business enablement.The course is divided into sections to suit your learning preferences: Insights – Do you prefer to read detailed information? Start here if you’re new to this content. Stories – Do you enjoy watching a good story? In six minutes you can view an IBMer learn the benefits of social computing. Activities – Do you want to get started? Here are the steps you need to learn the tools. Resources – Need more information? Read articles, view presentations, listen to podcasts, and watch videos recommended by experts.Feel free to choose how youd like to go through this course. While its not mandatory to gothrough all the sections, we recommend going through either Insights or Stories beforeattempting any of the Activities.Each course is meant to encourage you to use social media tools during your learningadventure. Youll also have the opportunity to comment on the content as you explore thecourses.
InsightsWhat is social computing? Social computing is a behavior. It means connecting and collaborating with your peers.Social computing behavior is about: Connecting through conversation - Conversation is about listening as well as talking. People dont want to be "communicated to" – they would much prefer to engage in conversations about the things that matter to them like exchanging views, ideas, and values. They also like to have their questions answered. Being social means participating in equal measure. Be interested as well as interesting. Sharing - People share information for a number of reasons. Sometimes its simply about status – looking good because theyve found something fascinating and reflecting in the glory of people finding out about it from them. Or its something thats really important to them, and they want people to know about it. Sharing your work through social media tools means that more people have access to it. As more people respond and contribute to a piece of work or an idea, the quality of work goes up. Collaboration - People are collaborating with other like-minded people to achieve shared goals. Customer service - Some of the most successful social brands are using social media to deliver exceptional customer service. Product development - People have a pretty good idea about what they want from a brand or business. So why not ask them? Research - Listen to what people are saying, thinking, and feeling. Understand your customer. Understand what they think about your brand. Understand what they want. Understand what youre doing well, and where you could be doing better. Listening to the conversations taking place isnt a substitute for traditional research, but if youre not listening to the conversation, youre missing out! Ways to expand your network and reputation - You must let people know that you are doing quality work. This will help you get noticed, expand your network and better your reputation. Increasing value from existing assets - Quality work gets reused and has more impact on the organization. As a result less money, time and effort is wasted on recreating existing assets.
Collaboration and influenceAccording to the CEO study (2006) conducted by the IBM Institute for Business Value, 75% ofCEOs indicated that collaboration was important to innovation and that the top sources ofinnovation were employees, business partners, and customers.Collaboration can be built through the use of social media tools. IBM recommends that you useLotus Connections.Take a brief look at how Lotus Connections tools can help you collaborate and extendinfluence: Profiles - Profiles are an online directory of people within an organization similar to BluePages. Use Profiles to search for experts within IBM and access a variety of information linked to that individual including blogs and bookmarks. You also havecontrol over the information provided about you. Activities - Activities act as a web-based dashboard allowing users to work together and manage collaborative tasks. You can organize Activities into sections to keep projects on track. For example, you might organize the activity for a meeting withsections for logistics, meeting presentations, the agenda, and so on. Activities are flexible andcan contain attachments, links or rich text - and can be used to assign to-do items with duedates to team members. Files - Files provide a convenient way to share documents, spreadsheets, and presentations, without the need to send large files through e-mail. With this new file-sharing service, you can upload files and share them, choose to share files with selectedindividuals and communities, manage versions of a file, tag files, recommend or comment onfiles, and organize files in public or private collections. Wikis - Wikis make it easier for you and your teams to collaboratively enter, edit, and publish web page content. You can create new wikis that are stand-alone or part of acommunity, add new wiki pages ,organize them hierarchically, edit existing pages, and alsosubscribe to wiki pages to be notified of changes. The wiki owner can control access to the wikiand assign read access, write access, or manager access privileges. Bookmarks - Bookmarks are a shared, social bookmarking service which helps you save, organize, share, tag, and discover bookmarks to Web content. Blogs - Blogs allow you to engage in conversations with people no matter what department they are in, where they are located, or what they work on. It is a great
way to get people to discuss topics and provide feedback. You can author a blog independentlyor with other people. Communities - Communities are an area for people with a common skill or interest to come together and share information, meet, and discuss. Typically communities are open and public, although they can be private or moderated. Communities can oftenbe a gateway to access experts in an area, pose questions, or organize regular meetings.Build a reputation with social computingEstablish a reputationYour reputation is your personal brand.This personal brand when built using technology is also known as Digital Reputation -"achieving a position of distinction as trusted business advisors, standing out in the marketplaceas individuals and as an organization, so that others can see us through our digital systems". Social computing allows you to grow your network and your reputation by giving you an opportunity to narrate your work and help others understand what it is that you are good at. This clarity helps you build long-lasting business relationships and trust. It gives you an opportunity to be one step ahead and stay in the loop of whats happening out there. Tapping into the expertise of others helps youbuild your skills faster thus helping increase your online reputation. As your reputationincreases, your networks increase as well.Read how Sachas social computing behavior helped get her a job at IBM!Sacha Chua, Enterprise 2.0 Evangelist, got her job at IBM because of hersocial computing behavior. As a graduate student at the University ofToronto, Sacha got an opportunity to do her research project with the IBMToronto Center for Advanced Studies. One year later, Sacha had completedher Masters degree and had to start thinking about work. She knew shewanted to join IBM.She had gotten to know so many interesting people, through blogs, bookmarks, and all of IBMssocial media tools - and she wanted to work with them. The big question was, "How would sheget hired by IBM?"Sacha still had access to the IBM intranet and she decided to blog about her career options andher passion to work at IBM. She received career suggestions from many IBMers, some even
recommended her to their managers, and yes, she was also offered a job all because of herinternal blog!Value of social computing We no longer think of a difference between personal and professional reputation. Participating in social networks gives you an opportunity to identify areas where you can help other knowledge workers advance. The more you contribute to your networks, the more you will get from them, whether it is information, an expert, or even a new job!Your reputation instantly places you into an established category, saving you the time or energyexplaining what you can contribute. This immediate recognition cuts through the introductoryred tape involved in networking, interviewing, and even casual conversation.The trust that you build up through social media interactions can open doors and get you to"yes". The respect for your abilities and knowledge that builds naturally as you engage in socialmedia can save you countless hours establishing your expertise with separate audiences.Read how social media tools helped build Luis Suarez Rodriguezs reputationLuis Suarez Rodriguez, Community Builder and social computing evangelist,has been with IBM for over 13 years. Since 2003 all the jobs and projects Luishas worked on have come to him through his social networking interactions,mainly, through his blog. For the last three and half years, Luis has beenworking on his dream job which he was offered as a direct result of hisinvolvement with social networks inside and outside the firewall.Luis goes on to say:"I am 100% sure that without my internal blog, and the various conversations that I have beenhaving through it over the course of the years, I would have left the company a long time agoand yet, here I am, still working away, letting my passion shine through and doing what I likedoing best - helping others become more productive by augmenting the way they collaborateand share their knowledge across with their peers."There is great value in building a reputation outside of IBM. It benefits the organization byhelping you collaborate and share your knowledge with your customers as participants in thesame conversation. Think of it as Reputation 2.0, and look to keep constantly reinventingyourself through social computing!
Tip: A good practice to extend your reputation externally is to have your blog address on yourbusiness card as well as in your e-mail signature.IBM benefits from collaboration The IBM brand is associated with innovation and collaboration. Social computing behavior demonstrates IBMs values through individual expertise and engagement.Benefits of collaboration: Improves the productivity of knowledge workers. Enables collaboration across geographic and organizational boundaries. Provides access to team talent across the organization. Improves efficiency by leveraging the wisdom of experts. Improves social capital. Connects islands to foster innovation, teamwork, and to reduce costs. Connects merged organizations.IBM Competencies and social computing Social computing behavior lets IBM lead with what really differentiates it in the marketplace: us, the IBMers. IBMers have become the companys communicators, and the social web is the global commons in which they interact.Social computing behavior helps create the environment you need to meet the expectedlevels of the new IBM competencies by: Allowing you to provide ideas, feedback and suggestions to geographically dispersed colleagues, hence enabling you to Collaborate globally Being open to Embracing challenge Acting with a systemic perspective Being able to Continuously transform Giving you an opportunity to showcase your area of expertise allowing you to communicate for impact, influence through expertise, and also help IBMers succeed. Encouraging frequent and effective communication customers, hence helping you partner for clients success, and build mutual trust.
IBM values your social computing behavior because it helps create a more dynamic and agileenvironment that will provide sustainable business advantage through employee satisfactionand retention, as well as a much tighter commitment and involvement with customers andbusiness partners alike.Participating in social networks is a tough job; it requires plenty of energyand effort to help sustain those networks, but in the long run the benefits aretremendous.So the sooner you start working your way through improving the way youengage, collaborate, and share your knowledge within various differentnetworks, the better. Not only for them, but also for yourself!
ActivitiesHere are 5 simple exercises to practice and apply social media tools. Exercise #1 - Update your profile in Lotus ConnectionsStep 1: Navigate to the Lotus Connections home page. You may need to log in with yourintranet ID and password.Step 2: Select Profiles from the top menu, then the Edit My Profile tab.Step 3: Update your profile in BluePages (we suggest that you add a photo) and select theFinish button. Your updates will be reflected in Lotus Connections. Exercise #2 - Create your professional network of colleaguesStep 1: Navigate to the Lotus Connections home page. You may need to log in with yourintranet ID and password.Step 2: Select Profiles from the top menu to view your own profile.Step 3: Search for the profiles of at least three people you know in IBM using the search featureat the upper right hand side of the page. Ensure that the Profiles by Name option is selected inthe search drop down box.Step 4: After you open each persons profile, select the Invite to my Network link on theirprofile. Include a short note stating why you would like to add them to your network. They willreceive an e-mail message with instructions on how to accept your invitation. Exercise #3 - Microblog! Share what you are working on or thinking with your networkusing your Connections boardStep 1: Navigate to the Lotus Connections home page. You may need to log in with yourintranet ID and password.Step 2: Select Profiles from the top menu to view your own profile.
Step 3: Select What are you working on right now?Step 4: Enter a status message, then select Post Status. Your status message can describe whatyou are working on, highlight a useful resource, or pose a question - in fact, it can be anythingat all. Exercise #4 - Post a comment to a blogStep 1: Go to Ethan McCartys blog OR to John Rooneys blog. You can browse through otherblogs as well.Step 2: Select a blog entry that looks interesting and read it. When you are done, select theComments link just below the blog title . Select the Add a Comment button.Step 3: Enter your text and select the Submit button. Exercise #5 - Post a comment to this course using the Commentr widgetStep 1: Go to the Insights or Stories section of this course.Step 2: Scroll to the bottom of the page and locate the Commentr widget.Step 3: Select the Add comment button and enter your text.Step 4: Select the Submit button.
ResourcesExcited about using Social Computing? Go through the list of resources to know more!WatchIBMs Jon Iwata interview Listen to Jon Iwata, SVP Marketing & Communications, at IBM as hediscusses the use of social media and encourages employees to blog.The man who should have used Lotus Connections - episode 1Fed up of e-mails clogging your inbox? Watch episode 1 on the man who should have usedLotus Connections instead. (5.48MB, WMV, 16 August 2010)The man who should have used Lotus Connections - episode 3Too many attachments to sort and consolidate? Watch episode 3 on the man who should haveused Lotus Connections. (11MB, WMV, 16 August 2010)How it works - The way we work Smart Work - Learn how you can work faster and smarter.Web 2.0 Goes to Work for Business This video illustrates how Web 2.0 technology can be avaluable tool for todays businesses, enabling employees to tap in to the people, resources andcollective knowledge that can help them innovate and achieve better business outcomesReadNews | Make it work : Stay connected Learn how we can stay connected in a globally integratedenterprise. Get introduced to Lotus Connections and make it work for you.Data protection awareness By following simple data protection guidelines and best practices,and you and IBM can benefit from your participation in the social Web.CPI Wiki Page on Personal information and Privacy Have concerns about personal informationand privacy relevant to Social Computing? Learn more.How to boost your social media productivity Are you too busy to start using social media? Readarticles with great advice on, tips and tools to help you be more productive and efficient whenusing social media.
How IBM got social media right A fascinating article on how IBMs Social Computing Guidelinesserve as a differentiator in comparison to other organizations.Real-time Web keeps social networks connected Read about how the Web has changed our dayto day lives.The History and Evolution of Social Media When did Social Media come into existence? Whatwas it used for? Discover interesting facts on the history and evolution of social media.Profiles Help Profiles overview, how-tos, and FAQs.