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The impact of corporate culture on enterprise social media


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Presentation at the Social Networking Conference in Miami, January 22, 2009 about the impact that corporate culture has on enterprises' use of social media. More at:

Published in: Technology, Business

The impact of corporate culture on enterprise social media

  1. 1. The Impact of Corporate Culture on Social Media (An IBM Case Study) Adam Christensen, IBM January 22, 2009
  2. 2. Corporate culture v. Social media Corporate Culture + Social media <ul><li>= Fail </li></ul><ul><li>= Success </li></ul>
  3. 3. Enterprise social media formula <ul><li>Business Model </li></ul><ul><li>+ </li></ul><ul><li>Corporate Culture </li></ul><ul><li>+ </li></ul><ul><li>Desired value </li></ul><ul><li>= </li></ul><ul><li>Social media success </li></ul>
  4. 4. Proper roles of management & employees <ul><li>Top Down </li></ul><ul><li>Empowerment </li></ul><ul><li>Trust </li></ul><ul><li>Tools (availability) </li></ul><ul><li>Guidelines </li></ul><ul><li>Value </li></ul><ul><li>Bottoms up </li></ul><ul><li>Interest </li></ul><ul><li>Tools (selection) </li></ul><ul><li>Participation </li></ul>
  5. 5. IBM’s starting point <ul><li>Business Model </li></ul><ul><li>B2B NOT consumer </li></ul><ul><li>Company of experts </li></ul><ul><li>386,000 employees </li></ul><ul><li>170 countries </li></ul><ul><li>Culture </li></ul><ul><li>Intensely diverse </li></ul><ul><li>Progressive </li></ul><ul><li>Highly collaborative </li></ul><ul><li>Risk averse </li></ul>
  6. 6. What did we do? <ul><li>Empowered everyone to participate </li></ul><ul><li>Learn from mistakes (or near mistakes) </li></ul><ul><li>Social Computing Guidelines </li></ul><ul><li>Building a culture for participation started inside first </li></ul><ul><li>Experiment. A lot </li></ul>
  7. 7. 1. Empower everyone Trust employees. They are the brand
  8. 8. 2. Learn from mistakes (or almost ones) Near shut-down of ValuesJam 2003
  9. 9. 3. Community- developed guidelines IBM Social Computing Guidelines <ul><li>tag cloud by </li></ul>
  10. 10. 4. Started inside. Like to swim, but afraid of the ocean? Photo courtesy of David Sifry:
  11. 11. 5. Experiment. A Lot. <ul><li>BlogCentral - 67,000 users, 16K blogs, 140K posts, 140K comments </li></ul><ul><li>Beehive – 53K members, 63K photos shared, 2.9K events </li></ul><ul><li>WikiCentral – 150,000 users, 1 million views each day </li></ul><ul><li>InnovationJam – 4 Jams, more than 500,000 participants </li></ul><ul><li>GreaterIBM Connection – 50K in alumni network on Facebook/LinkedIn </li></ul><ul><li>Media Library – 8M downloads </li></ul>
  12. 12. Final thoughts <ul><li>Projects without regard to culture fail </li></ul><ul><li>If current culture doesn’t align, start to create it </li></ul><ul><li>Top-down mandates generally don’t work </li></ul><ul><li>(but neither do completely grassroots efforts) </li></ul><ul><li>Experiment and learn </li></ul>
  13. 13. Connect <ul><li>This presentation: </li></ul><ul><li> </li></ul><ul><li>Twitter: http:// </li></ul><ul><li>LinkedIn: </li></ul><ul><li> </li></ul>