2. International Business Machines Corporation
American multinational technology and consulting corporation
Manufactures and sells computer hardware and software
3. Goals & Challenges
Primary Goals: Trial a new media concept, gain
eyeballs, build brand and drive awareness
4. The IBM brand strategy today
still leads with the employee
5. Social Media - Internal
Blogs - 17,000 blogs
SocialBlue – 70K members
WikiCentral –1 million daily page views
InnovationJam – 4 Jams, 500,000 participants
Media Library – 14 million downloads
6. Social Media - External
100,000+
300,000+ 198,000
25,000+
196,000
7. IBM Strategic Position
The Threat Threat of
of Entry Substitutes
Bargaining Bargaining
Intensity
Power of Power of
of Rivalry
Suppliers Buyers
8. Metrics of success
S Profit outperformers focus on business model innovation
more frequently than underperformers.
S Network plays are key
S Understanding the industry context
S Defining your current position
S Building your capabilities to manage business model
innovation
9. Budget
Global Business Services $$$
Global Technology Services $$$$$
Systems & Technology $$$$
Software $$$$
Global Financing $
Total IBM $27.0 in Billions
