The document discusses how social media has changed the way people work. It describes the author's experience at IBM where using internal messaging systems was important for communication. It explains that humans are social and want to communicate and share information online. The author discusses how social tools at IBM like Lotus Connections allow people to connect through profiles, blogs, and communities. The document outlines guidelines at IBM for social media use, which emphasize empowering employees, education, and trusting people as a brand. It stresses the importance of transparency when blurring boundaries between work and social media.

1. How “social” has changed the
way we work
Andy Piper
http://andypiper.co.uk
http://twitter.com/andypiper

2. • A bit about IBM
• Changing
behaviours
• A personal
journey
• Guidelines
and lessons • Questions

3. 1a. IBM Backstory

4. http://ibm100.com

5. Advice from a colleague:
“Get an office and home PC. Use
PROFS (the internal messaging
system); your predecessor didn’t
and it showed.”
From his first company-wide email:
“It wasn’t long after I arrived that I
discovered on my office PC that
PROFS mail is an important vehicle
of communication within IBM.
Thanks to all who sent greetings,
best wishes, suggestions, and
advice.”

6. http://flickr.com/photos/killermart/34566562/

7. Diversity: culture,
technology, expertise,
background, interests
http://flickr.com/photos/derekb/19659998/

8. 1b. What is social?

9. Humans are
social http://flickr.com/photos/dlemieux/124666239/

10. Humans are
social http://flickr.com/photos/dlemieux/124666239/

11. Humans want to
communicate
http://www.flickr.com/photos/mazer73/4008898003/
http://www.flickr.com/photos/freefoto/533626295/
http://www.flickr.com/photos/somewhatfrank/2657896516/
http://www.flickr.com/photos/webbysworld/83822087/

12. Humans want to
communicate
http://www.flickr.com/photos/mazer73/4008898003/
http://www.flickr.com/photos/freefoto/533626295/
http://www.flickr.com/photos/somewhatfrank/2657896516/
http://www.flickr.com/photos/webbysworld/83822087/

13. Humans want to
communicate
http://www.flickr.com/photos/mazer73/4008898003/
http://www.flickr.com/photos/freefoto/533626295/
http://www.flickr.com/photos/somewhatfrank/2657896516/
http://www.flickr.com/photos/webbysworld/83822087/

14. Humans want to
communicate
http://www.flickr.com/photos/mazer73/4008898003/
http://www.flickr.com/photos/freefoto/533626295/
http://www.flickr.com/photos/somewhatfrank/2657896516/
http://www.flickr.com/photos/webbysworld/83822087/

15. Everything online
is now social...

16. Once they join the
workforce… business will
magically be social… right?
http://www.flickr.com/photos/moirabot/323462018/

17. “Email is where knowledge
goes to die.”
Luis Suarez
IBM

18. Big Cheese A big Co
Department Z
VP 1 VP 2
Name Name
EXEC 1 EXEC 2
Name Name
MINOR 2NDARY
FROMAGE FROMAGE

22. 2. Social can
make individuals
“work smarter”

23. How did my
world get
smaller?
http://flickr.com/photos/shawdm/2472049190/

24. Profile picture Recommend

26. Some of the tools...
! Lotus Connections
! Profiles (a social network)
! Blogs
! Bookmarks/Dogear
! Activities (for leading a project)
! Communities
! Wikis
! Files (document sharing)
! Sametime Unyte – eMeetings
! SocialBlue (like Facebook)
! Microblogging
! Connections
! Twitter
! Bluetwit

27. Networks,
microbrands,
& guerilla
marketing

29. http://www.flickr.com/photos/beatnic/3468347540/

30. 3. Trust, education,
guidelines

31. Empower
Educate
Trust
Your people are
your brand “Use social media as a means to
expose IBM's experts - and
expertise - to the world”
(Adam Christensen,
IBM Social Media
Communications)

32. “It should come as no surprise to anybody
that IBMers are active in social media. In
fact, we have, I believe, the single largest
community of employees active in social
media anywhere on earth. However, to the
casual observer, it can be difficult to really
grasp our unique approach due to our
employee-led, intentionally decentralized
model for participation…”
http://adamchristensen.com/2010/11/17/introducing-the-ibm-expert-network-on-slideshare
http://flickr.com/photos/shawdm/820926627/

34. Spring 2005
http://flickr.com/photos/hans-on-experience/14188376/

35. Spring 2005
May 2008
http://flickr.com/photos/hans-on-experience/14188376/

36. Summary:
• Follow the BCGs
• Take personal responsibility
• Include a disclaimer
• Don’t cite clients
http://ibm.com/blogs/zz/en/
guidelines.html • Don’t comment on rumour
EU + FTC rules! • Don’t pick fights

37. Demonstrating business results
Success stories
How-tos
Tips, training, tutorials
“reverse mentoring”

39. • Consider transparency
• Be ready to blur the boundaries
• Trust a more social, technology-
savvy workforce

40. Connect
http://twitter.com/andypiper
http://andypiper.co.uk
http://slideshare.net/andypiper
I’m an IBMer
Let’s build a Smarter Planet