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Gina poole 2013


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Gina poole 2013

  1. 1. Gina PooleVice President, Marketing & Practitioner OutreachIBM SoftwareMarch 18, 2013Social Inside-Outand Outside-In© 2013 IBM Corporation
  2. 2. Business innovation is increasingly being delivered via softwareRapid pace of change and the digitization of business drives the need for agility Software drives Robotic surgical systems have the almost 80% computational capacity of the automotive industry’s of 7 laptops functional innovation By the year 2020 in the U.S., An F-35 contains 90% of financial 5.6 million transactions will be lines of code cashless Technology is the Customer experience #1 force impacting increasingly drives business today business needs2 © 2013 IBM Corporation
  3. 3. Organizations that effectively leverage software innovationoutperform their competitors... yet few are able to deliver it effectively The importance of % software development: believe it’s critical But only… % leverage it effectively today Those who leverage it effectively outperform those who don’t Outperformers 69% Average performers 25% Underperformers 6%3 Source: “The Software Edge: How effective software development and delivery drives competitive advantage,” IBM Institute of Business Value, March 2013 © 2013 IBM Corporation
  4. 4. IBM’s practitioner outreach initiative can help close the gapsassociated with software delivery Current IT Marketplace reveals a critical shortage of skills IT Practitioners are both influencers and decision makers in the purchasing process The IT Skill Gap: Mature and Growth Markets Have all the necessary skills Moderate skill gaps Major skill gaps Source: 2012 Tech Trends Study, IBM developerWorks and IBM Center for Applied Insights, November 2012.4 © 2013 IBM Corporation
  5. 5. The IBM global community of forward-thinkersPushing the boundaries of science, technology and business to builda smarter planet 20+ THOUSAND IBM developers worldwide 104 IBM Software Labs 67 THOUSAND IBM U.S. patents IBM Tops U.S. Patent List 20+ developers for 20th Consecutive Year at each location (1993-2012)5 © 2013 IBM Corporation
  6. 6. All IBMers are enabled as Digital IBMers 100s Executives/Thought Leaders High-touch coaching and support Technical Practitioners 10s of 1000s Community-based coaching and enablement Digital IBMers 100s of 1000s Self-directed education and participationIBM’s digital training and enablement Content topics Formats include Audience  Specific education by social  Live e-meetings with experts  All 400K IBMers media venue (Twitter, LinkedIn)  In-person group training  Sessions are hosted in different  Specific education by social  Recorded presentations and time zones and in local media task (e.g. How do I grow self-help modules languages my network?)  Community support6 © 2013 IBM Corporation
  7. 7. IBM Social Computing Guidelines guide employee behaviorThe Guidelines outline: Responsible engagement What employees are not approved to talk aboutRules of the road: Be professional, don’t pick fights, don’t feed the trolls Speak for yourself, not IBM Respect copyright, laws, and other people Add valueGuidelines for secure computing: Protect IT assets and information Practice safe computing and report security incidents7 © 2013 IBM Corporation
  8. 8. Many levels of social media contributionEvery action counts in a social system Contribute Effort / Value Engage Share Listen Time We encourage our practitioners to identify their goals and decide what level of social participation is right for them8 © 2013 IBM Corporation
  9. 9. Helping IBMers find success in social outreach Decide what your level of social participation is right for you Identify your goals and decide what your level of social participation is right for you. Recognize the personal and professional value Find the sweet spot of personal value, but also understand what the business measurements are, and how your participation contributes. Be social with purpose and with confidence Learn how to engage effectively with intention and achieve social balance. Share your experience to build your reputation and enable others Build your reputation while enabling others who value your input.9 © 2013 IBM Corporation
  10. 10. Practitioner Outreach10 © 2013 IBM Corporation
  11. 11. Practitioner Outreach: Priority InitiativesDriving awareness, interest, engagement, advocacy and revenue Digital Experience Outreach Demand Generation Enhanced developer-to- Technical community Awareness and demand developer experience outreach and ecosystem growth generation engine Hot Topics Agile, Big Data, Business Analytics, Cloud, DevOps, M2M, Mobile, Security,Social11 © 2013 IBM Corporation
  12. 12. The risks of not engaging with practitioners through social media If expertise is absent from online conversations, you risk relevance. If a forum question or blog comment goes unanswered, you risk a perception of indifference. If a competitor responds where you should respond, you risk opportunity.12 © 2013 IBM Corporation
  13. 13. Social engagement leverages IBM’s experts to drive social outreach Blogging tips Content ideas Sharable assets Keywords Listen, analyze social presence Train SMEs on best practices Social Engagement and Insights Measure and feedback Drive SME engagement with assets13 © 2013 IBM Corporation
  14. 14. Use social insight to make and capture markets Objective Making Making Capturing Capturing Corporate Markets Markets Markets Markets Character Social Insight Contribution • Provide proactive • Discover client needs reputation monitoring and trends leading to  Win competitive mindshare solution innovation for IBM through social • Provide event based influence and outreach decision support  Build markets through building IBM’s promotion of IBM POV  Build pipeline through social corporate reputation to redefine categories lead identification • Measure and improve  Assess extent to which  Enable sellers to win our perception through a market is being business with social assessment of key made and identify intelligence based door voices (our market, our ongoing actions for openers customers. our improvement investors, our employees)14 © 2013 IBM Corporation
  15. 15. Listen and analyze your social presenceIBM Leverages IBM Cognos Consumer Insight Business Drivers Competitive Analysis Corporate Reputation Corporate Reputation Employee Sentiment Employee Sentiment Campaign Effectiveness Campaign Effectiveness Product Insight Source Areas Product Capabilities FACEBOOK FACEBOOK COMPREHENSIVE SENTIMENT ANALYSIS Cognos BLOGS BLOGS  Keyword Search  Dimensional & SPSS  Geo-location Analysis DISCUSSION FORUMS DISCUSSION FORUMS  Author Analysis  Filtering I  Drill Through to  Voice N TWITTER TWITTER Content T  Analysis of Internal E Communities G NEWSGROUPS NEWSGROUPS R EVOLVING A CORPORATE COMMUNITIES CORPORATE COMMUNITIES TOPICS T AFFINITY ANALYTICS  Relevant Topics I VIDEOS VIDEOS  Associated Themes O  Relationship Tables N  Ranking and Volume  Relationship Matrix PRODUCT REVIEWS PRODUCT REVIEWS  Relationship Graph15 © 2013 IBM Corporation
  16. 16. Training and driving engagement with IBM expertsIBM Blue GalaxyInternal enablement community to empower and equip the IBM technicalcommunity to engage with the world’s practitioners Enabling bright and talented IBM technical professionals to engage through social media and face-to-face to: – Develop and nurture client relationships – Share and learn practical expertise Stars in our galaxy – Socially active IBM technical professional luminaries help guide practitioner actions; social media missions16 © 2013 IBM Corporation
  17. 17. Blue Galaxy StarJason ODonnellGoals: To connect with people and grow my own knowledgeabout the world we live in from a global perspective.Technical authority: Social Business strategist and Contentand Collaboration leader for IBM Rational Client Support,helping clients find the information they need when theyneed it.Social participation: Jason is an active blogger, bothpersonally and professionally. He is active on Twitter, LinkedIn,and many other social networks, and responds quickly tocomments and interactions with his followers. Jason ODonnell Content & Collaboration Rational Client SupportSource: the Rational Support blog, one of the top 10 blogs on developerWorks. Littleton, MA “How am I using social networking today? The easier question would be “how am I not using it?”17 © 2013 IBM Corporation
  18. 18. IBM’s Social Measurement Framework Favorable Selling Environment Social Program Effectiveness Market Social Program Social Program Mindshare Interest Readiness Progress Market term volume  Share of IBM  Social Strategy / Marketing Plan  Reach – Online conversations – Online conversations – Created based on social media – # of people who have opted • by segment – Online searches research and GTM strategy and plan into your communication • by theme – Influencers’ messages – Reviewed with management – Followers, fans, friends, unique • by usage visitors, subscribers, members, – Online searches  IBM placement in  Full-time Social Program connections organic search results Manager assigned for market terms  Engagement  SMEs identified and recruited – # of times someone interacted with our content/message  SMEs’ social sites + IBM – Replies, mentions, engaged branded social sites users, likes, comments, post – Established, maintained and active visits, views, favorites, post – Compliant with IBM Social Brand replies, +1 Guidelines  Amplification  Business goals and baseline – # of times someone re-shared measurement set our content/message – Retweet, Share, Link, g+,  Collaboration process in place to: Pin It, Talking About It – Apply social insights and KPIs – Share marketing plans, messages  Conversion and materials with SMEs – # of IWM registration yielded – Promote SMEs’ + their social sites18 © 2013 IBM Corporation
  19. 19. developerWorks: Building technical skills in an industry contextServing IT professionals across the board, from students to partners Grow and hone skills in developerWorks Build skills Become an IBM through the Champion Academic and support Initiative skills 4 million+ 40 thousand 7 local language sites 2,700+ unique visitors resources in account for active bloggers each month technical library 33% of traffic © 2013 IBM Corporation19
  20. 20. Case Study: developerWorks user ... from consumer to evangelist Lotus expert has answered over 500 questions on the developerWorks forums Started “YellowSphere,” a developerWorks space providing the community with step by step guides for using Lotus with WebSphere solutions “I started using developerWorks from the beginning of my career... dW pretty much helps me every day. “dW helped me to get in touch with several people that really helped me out when I was starting in my career. Now… I use the dW forums, and improve my relationships. My hope is to have several people with different skills to be able to help out each other.” “I am trying to return what the Lotus Forums gave me when I started, almost 5 years ago.” Sebastian Fratini NSX, Argentina20 © 2013 IBM Corporation
  21. 21. The IBM Academic Initiative: Building a competitive IT workforcePartnering to better educate millions of students for a Smarter Planet Offering students & faculty worldwide no charge access to: IBM technology and tools Course materials and curriculum Worldwide community of IBM expert volunteers Smarter Planet offerings for faculty and students: “Smarter Planet Comes to You” events Smarter Planet Faculty Innovation Awards Student contests Gamification (example: Code Rally ) Since inception in 2004: 45,000 faculty across 10,000+ institutionshave participated in the Academic Initiative, teaching 100,000 courses to 2.7M+ students.21 © 2013 IBM Corporation
  22. 22. IBM Champions: A community helping to build skills  IBM Champion Program: Leveraging Experts – Increasing content and reach – Answering questions and offering support to other IT professionals – Providing feedback and guidance during product development  Benefits – Recognition in both online and offline venues – Ongoing relationship with technical leaders – Input on product roadmaps – Participation in IBM and industry conferences – Networking with other Champions – Discounts on training and certification Steve Mills recently honored six IBM Champions for exemplary advocacy and service to the community “Benefits of being an IBM Champion include networking with other like-minded people who want to see Rational grow, demonstrating… my commitment to the technology… and it’s a lot of fun!” John McDonald, CEO, CloudOne IBM Champion for Rational “As an IBM Champion I can connect to other IBM champions who are doing some great work, connect to a community of innovators...and meet new people and connect to experts.” Simon Vaughan, Deputy IT Director, Information Services, Cardiff University, IBM Champion for Collaboration Solutions22 © 2013 IBM Corporation
  23. 23. Key factors to gaining practitioner outreach success Gain success How to get participation with the right… from busy techies… People: Authentic participation, dialog and Provide information they can use quickly: engagement by practitioners, for practitioners. Short missions, meaningful data, targeted Topics: Social listening and interaction on opportunities key topics in the market, not on IBM buzz Emphasize tasks not tools: Focus on “how to words. build relationships” versus “how to use twitter” Training: Focused on participation for Gamify: Make it fun, win prizes business value - impactful, not random (and not via canned tweets from marketing). Showcase stars: Recognition and rewards including exec acknowledgement Opportunities: Targeted events, meet ups, online chats, etc. Show results: Engagement with champions, business wins, social metrics. Help them Follow-up: Interactions in communities and establish and demonstrate “social eminence” at events where technical questions are answered and relationships grow23 © 2013 IBM Corporation
  24. 24. For more information ………. The software edge – IBV Study: IBM Social Computing Guidelines: IBM Social Software – Connections - IBM Social & Predictive Analytics: analytics.html IBM Product & Service Innovation Software: Application Lifecycle Mgmt & Embedded Software: The Invisible Thread (Gina’s blog): © 2013 IBM Corporation
  25. 25.© Copyright IBM Corporation 2013. All rights reserved. The information contained in these materials is provided for informational purposes only, and is provided AS IS without warranty of any kind,express or implied. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, these materials. Nothing contained in these materials is intended to, nor shall havethe effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBMsoftware. References in these materials to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilitiesreferenced in these materials may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or featureavailability in any way. IBM, the IBM logo, Rational, the Rational logo, and other IBM products and services are trademarks of the International Business Machines Corporation, in the United States,other countries or both. Other company, product, or service names may be trademarks or service marks of others. 25 © 2013 IBM Corporation