A keynote for the OMMA track at 2013 SXSW Interactive in Austin, Texas.

1. Enterprise transformation
through social media
Ethan McCarty
@ethanmcc
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2. These two items have the same volume, but which has more surface area –
the consistent, large sphere or the diverse little spheres?
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3. 03/20/13 3

4. The marbles have about
300% more surface area.
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5. ‘Social’ goals are IBM’s business goals
Markets
Our Beliefs
• IBM's brand is experienced through the IBMer
• Employee Engagement improves the Customer
Experience and in turn drives financial results
Financial Employee
Performance Engagement
Our Mission
• Shape opinions around IBM's key initiatives through the
Innovation digital activation of IBMers as trusted and credible experts
• Enable IBMers to understand IBM's strategy, live the
values of the IBM brand and exemplify it in the
marketplace
Client Experience
Desired Business Outcomes
• Increased engagement between IBM experts and clients
• Increased mind-share around IBM's Go-to-Market
Priorities
• Increased verified IBM Brand Accounts
• Increased signal, de-emphasized noise
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6. An intentional system of enablement
IBMSelect
Governance: Policy & Guidelines
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7. An intentional system of enablement
Engagement
Connection
Insight
Curation / Administration
Empowerment Register Validation & Permission
Brand Training IBMSelect
Activation
SB M SB M
Education SB M SBM SB M Between Earned & Owned
BRANDS (or use Paid to Stimulate)
PEOPLE
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10. www.ibm.com/voices
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12. 55% increase in IBM SMEs visibility on external ibm.com pages
cited by Ginni Rometty in her Jan 2013 kickoff video
10K
hours of education provided through the Digital IBMer initiative
And 300K IBMers completed Responsible Secure Computing
58K views of the Social Computing Guidelines in 2012
The Social Brand Guidelines were viewed 800 times
7x increase in conversion to action generated by engagement
with trusted, credible SMEs in IBM Select
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