Lotusphere 2012: Learning the Ways of the Social Dragon


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Session I presented at Lotusphere 2012 with IBM Champion and Business Partner, Carlos Casas focused on building strong communities for your Social Business efforts.

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Lotusphere 2012: Learning the Ways of the Social Dragon

  1. 1. Session BP304The Way of the Social Dragon:Ten Key Strategies for Building aThriving Social Communityin Your OrganizationCarlos Casas | CEO | RockTeam & IBM ChampionKat Mandelstein | Director | IBM Collaboration Solutions© 2012 IBM Corporation
  2. 2. Who We Arehttp://about.me/katmandelstein http://about.me/carloscasas Wordle for Carlos 2 | © 2012 IBM Corporation
  3. 3. What are we going to talk about in this session?■ Youve got a Social Pilot, now what? The Social Dragon knows...■ Well take a first hand look at some of the social capabilities in the IBM Social Business offerings that are key for community adoption■ Discover Ten Key Strategies for Building a Thriving Social Community in Your Organization■ Take a first hand look at some Community Best Practices from IBM, RockTeam & Customers■ Learn how you will know when you have succeeded 3 | © 2012 IBM Corporation
  4. 4. Why do some Social Business projects fail?■ Just because you build it, does not guarantee they will come■ Its not about the tools, its about the people■ People are set in their ways■ Its not easy to change corporate culture Image: Ambro / FreeDigitalPhotos.net 4 | © 2012 IBM Corporation
  5. 5. Learning the Way of the Social Dragon■ "Dragon" comes to us from the Greek word for seeing "derkein”. The dragon has unusually sharp vision in the physical, intellectual and psychic realms.■ The Social Dragon has the power to connect networks of business people – whether consultants, customers, partners researchers or employees – to drive collaboration and innovation.■ The Social Dragon has the vision to build a strong community. 5 | © 2012 IBM Corporation
  6. 6. Our need for social interactions, communityand social media is inherent. We are socialcreatures by nature who crave meaningfulinteractions with others. - Dave McGurgan, Digital Media Manager, RockTeam 6 | © 2012 IBM Corporation
  7. 7. “Social Media, it turns out, isn’t aboutaggregating audiences so you can yell atthem about the junk you want to sell. SocialMedia, in fact, is a basic human need,revealed digitally online. We want to beconnected, to make a difference, to matter… we want to belong...” - Seth Godin, sethgodin.typepad.comhttp://www.famousbloggers.net/66-awesome-social-media-quotes.html 7 | © 2012 IBM Corporation
  8. 8. According to IDCs Social Business Surveyconducted in September 2010, 41% ofrespondents indicated that they have alreadyimplemented an enterprise social softwaresolution and 35% of survey respondentsbelieved that using social software made themmore productive. Respondents experiencedan 11-30% in time savings. 8 | © 2012 IBM Corporation
  9. 9. ...the fastest-growing segment of thecollaborative applications market is the emergingsocial platforms category. The social platformsmarket achieved $370 million in 2009 and willreach nearly $2 billion by 2014, representing acompound annual growth rate (CAGR) of 38.2%over the forecast period.Source: Becoming a Social Business: The IBM Story - ftp://ps.boulder.ibm.com/ftp/demos/226706-IDC-Whitepaper-Becoming-a-Social-Business-IBM-Story.pdf 9 | © 2012 IBM Corporation
  10. 10. The Consumerization of IT..... ....Are YOU ready? 10 | © 2012 IBM Corporation
  11. 11. And the job itself most likely wont be basedin an IT department, but embedded inanother business function such as sales,marketing, manufacturing, or supply chain,with the employee working alongside tech-savvy business colleagues.Source: Computer World – ITs winning (and losing Job Titles - http://bit.ly/shV5Tw 11 | © 2012 IBM Corporation
  12. 12. Unlike the traditional IT environment, whichconsisted of a portfolio or inventory ofdiscrete applications and technologiestended by in-house technical specialists, theemerging environment is a tightly-wovenfabric of on-premises and off-premisesservices offered to an increasingly mobileworkforce and customer base on an ever-widening range of consumer devices, likesmartphones and iPads.Source: Computer World – ITs winning (and losing Job Titles - http://bit.ly/shV5Tw 12 | © 2012 IBM Corporation
  13. 13. Empowering the Social Dragons Magic■ IBM Connections® 3.0 – Industry-leading Social Business platform that integrates and fosters community building and social interactions. – Built on the robust Websphere® platform creating new technical learning opportunities for the classic Lotus Notes® Domino® engineer! 13 | © 2012 IBM Corporation
  14. 14. Whats the business value of social collaboration with IBM Connections®?Collaboration is about people not just documents! 42% 2 hours5.3 per dayhours wasted per make decisions with theemployee per week wrong input at least once a spent looking for thedue to inefficient week right information andprocesses expertise 2/3 800 of people can’t find the help they know is out there Billion Business events daily 98% of CEOs say they need to restructure the way their organizations work - Source: IBM CEO Study 2008 14 | © 2012 IBM Corporation
  15. 15. IBM Rational Team Concert™ + IBM Connections®Connecting Software Development Projects with Communities● Provides a social context to software development activities● Coordinate cross organization projects involving both development and business stakeholders by linking IBM Connections activities with Rational Team Concert projects ─ Enables Rational Team Concert development teams to collaborate with all stakeholders via IBM Connections● Enhance productivity and agility across teams though expertise discovery, collaboration, shared intellectual 15 IBM capital, and social learning Confiden tial M a n a g e N e tw o r k in g A n n o u n c e , d is c u s s D e fin e s D e liv e r s R e s p o n s ib le fo r A c tiv itie s P r o file s B lo g s P la n S tre a m s W o r k - ite m s F o llo w s D is c u s s , s u p p o r t F o ru m s P ro c e s s P ro d u c e s D o c u m e n t c o lla b o r a tio n C o m m u n ity P r o je c t B u ild W ik is G e n e ra te s S h a r e , o r g a n iz e E v e n ts S h a re s O w n s B o o k m a rk s F e e d s D a s h b o a rd C o m p o n e n ts T h e c o m m u n it y is t y p ic a lly m a d e u p o f th e p r o je c t t e a m P r o je c t t e a m t y p ic a lly m a d e u p o f d e v e lo p e r s , t e s te r s , p lu s e n d - u s e r s , b u s in e s s p a r t n e r s , e x e c u t iv e s , d e v e lo p m e n t m a n a g e r s , t e s t e r s , r e q u ir e m e n t s a n a ly s t s , 15 | © 2012 IBM Corporation s t a k e h o ld e r s a n d e tc . s c r u m - m a s t e r s , r e le a s e e n g in e e r s a n d e t c .
  16. 16. Connections Files – Enabling Community Collaboration 16 | © 2012 IBM Corporation
  17. 17. IBM Lotus Notes® 8.5.3 & IBM Connections® Files & ProfilesNEW Entitlement for IBM Lotus Notes Domino® 8.5.3Customers: Considered your “jumpstart” to Social Business andan on-ramp to IBM Connections® 3.0 17 | © 2012 IBM Corporation
  18. 18. A Fire Breathing Technical Community!■ Fact: The Notes/Domino 8.5.3 release includes a significant new entitlement as part of Domino Client Access Licenses or Domino Express licenses -- the right to use two key capabilities of IBM Connections 3.0.1: Files and Profiles at no additional charge.■ These entitlements join IBM Sametime® Entry, IBM Lotus Symphony™, Tivoli® Directory Integrator, Lotus Mobile Notes® , and others as part of key additional value you receive as part of your license and subscription investment in Notes/Domino.■ Your Community Platform is Ready! Are you? 18 | © 2012 IBM Corporation
  19. 19. How Do Notes & Domino 8.5.3 Enable Community?Source: http://ibmtvdemo.edgesuite.net/software/lotus/demo/notes/version853/index.html 19 | © 2012 IBM Corporation
  20. 20. The point is......the Platform for Social Business and Communityis available now to our Notes & Domino Community...breathe fire into the collaboration environment,enable Files & Profiles! 20 | © 2012 IBM Corporation
  21. 21. We Live in a Real-Time CultureDissemination of news via social media,social sharing, location-based apps,shopping, the list goes on... 21 | © 2012 IBM Corporation
  22. 22. IBM Sametime® & UC2® enables Community■ Moving from the Inbox to Instant Meetings (Real-time Collaboration!) Real Benefits, Real ROI S pe e d D e c is io n M a k in g A c c e le ra te R e d u c e Tra v e l B u s in e s s P ro c e s s e s & C o m m u n ic a tio n s C o s ts A c c o m m o d a te D iv e rs e S u p p o rt Us e r P re fe re n c e s D is trib u te d Te a m s 22 | © 2012 IBM Corporation
  23. 23. IBM Sametime® & UC2® enables Community“Our idea is to let knowledge workers haveall-round connectivity,” said IBM CountryManager for Lotus (IBM Software Group)Karthik Padmanabhan.http://www.deccanherald.com/content/211760/ibm-unveils-apps.html 23 | © 2012 IBM Corporation
  24. 24. Empowering the Social Dragons MagicIBM Social Business in the Cloud! with LotusLive™■ The All Encompassing Trip ─ Complete set of Community Building Tools (As A Service) ─ LotusLive Notes™ & LotusLive Engage™ • Social Collaboration in the cloud with messaging, project management, Instant Meetings, Forms, Communities, file sharing, and more! 24 | © 2012 IBM Corporation
  25. 25. Community in the Cloud with LotusLive™ 25 | © 2012 IBM Corporation
  26. 26. Ten Key Strategies for Building a Thriving SocialCommunity in Your Organization Breathe Fire into Igniting the Community Create a Culture of Belonging Set Shared Business Objectives Manage the Scope of a Community Appoint a Community Manager Transform Time and Space Leverage the Wisdom of the Crowd Recognize and Reward Participation Identify Dragon Apprentices and Let them Lead Sustain the Momentum over the Long Haul 26 | © 2012 IBM Corporation
  27. 27. Breathe Fire Into Igniting the Community■ Community awareness is key!■ Ignite the fire with a strong community launch and enablement■ Understand what motivates those who you want to participate in your community■ Respect their roles in establishing and growing the community 27 | © 2012 IBM Corporation
  28. 28. Create a Culture of Belonging■ Encourage network connections■ Invite participation and solicit contributions from all■ Hold regularly scheduled community meetings■ Actively participate in dialogue in activity streams■ Polling of community for decision making Image: basketman / FreeDigitalPhotos.net 28 | © 2012 IBM Corporation
  29. 29. Set Shared Business Objectives■ Teams need purpose■ Collaborate and prioritize what the goals of the team should be■ Set objectives bases on consensus of team goals■ Publish shared objectives■ Checkpoint periodically Image: phanlop88 / FreeDigitalPhotos.net 29 | © 2012 IBM Corporation
  30. 30. Manage the Scope of a Community■ Do not make too broad■ Be aware of community overlap with existing communities■ Avoid fragmentation into too many sub-communities■ Watch out for scope creep Image: winnond / FreeDigitalPhotos.net 30 | © 2012 IBM Corporation
  31. 31. Appoint a Community Manager■ The Community Manager serves as the Steward of the Community■ Leads structure and curation of content■ Connects community members with relevant information and insights■ Keeps community focused on shared objectives■ Arbitrator of any conflict resolution Image: renjith krishnan / FreeDigitalPhotos.net 31 | © 2012 IBM Corporation
  32. 32. Transform Time and Space■ Geographically dispersed teams are the new normal■ Global timezone differences are a real challenge■ Community allows team efforts to be available in one place 24X7■ Community member location and availability status allows team members to reach out real time through preferred communication channel Images Clovks: Grant Cochrane S[ace:: thanunkorn / FreeDigitalPhotos.net 32 | © 2012 IBM Corporation
  33. 33. Leverage the Wisdom of the Crowd■ Quickly locate the subject matter experts for project■ Brainstorming■ Encourage new innovation■ Recognize cultural differences, celebrate and embrace them■ Encourage different perspectives and solutions Image: jannoon028 / FreeDigitalPhotos.net 33 | © 2012 IBM Corporation
  34. 34. Recognize & Reward Participation■ Encourage Peer Recognition■ Social Gamification makes participation more fun!■ Virtual Badging ─ Examples: ISW Kudos Badges for IBM Connections, IBM BlueThanks Widget (Internal to IBM)■ Polling on Community Feedback■ Formal Recognition by Community Manager for Participation Image: digitalart / FreeDigitalPhotos.net 34 | © 2012 IBM Corporation
  35. 35. Identify Dragon Apprentices and Let them Lead■ Let community members raise hands■ Seek out frequent contributors■ Leverage born leaders■ Educate and empower them■ Assign them tasks and projects to own and lead Image: vichie81 / FreeDigitalPhotos.net 35 | © 2012 IBM Corporation
  36. 36. Sustain the Momentum over the Long Haul■ Prune out content that is orphaned or no longer relevant■ Revalidate community objectives with members■ Look for new opportunities for evolution of the community■ Care and feeding of the community is key to long term success Image: twobee / FreeDigitalPhotos.net 36 | © 2012 IBM Corporation
  37. 37. Observing Social Communities in Action at IBM■ Internal Communities – IBM Corporate Service Corps – Blue IQ Ambassadors Program■ External Communities – IBM developerWorks – Greater IBM – IBM Champions 37 | © 2012 IBM Corporation
  38. 38. IBM Corporate Service Corps■ The IBM Corporate Service Corps has deployed over 1,000 IBMers from over 50 countries. 100+ teams have served local governments and NGOs on Smarter Cities projects in over 20 countries.■ The teams use IBM Connections to prepare, collaborate during assignment, stay connected and pass on knowledge to future teams.■ Expertise location is used to help identify other Industry or Technology specific knowledge needed on the projects. 38 | © 2012 IBM Corporation
  39. 39. Blue IQ Ambassador Program■ BlueIQ Ambassadors are social software enthusiasts who help IBM individual employees, teams and communities with using social software.■ Volunteer army of over 1,700 ambassadors from 51 different countries who do this above and beyond their day job 39 | © 2012 IBM Corporation
  40. 40. Internal Social Business Adoption by the Numbers■ Profiles: 630k+ IBM Profiles; over 1m searches per week■ Communities: 4k+ public, 71k+ internal communities■ Activities: 218k+ Activities■ Files: 359k Files uploaded, 2.7m downloads, 236k users■ Blogs: 103k+ internal bloggers■ 15m+ downloads of employee-generated videos/podcasts■ 20m+ minutes of LotusLive meetings every month■ Instant Messaging: 40-50m+ per dayROI to IBM■ Search satisfaction has increased by 50% with a productivity driven savings of $4.5M per year■ $700K savings per month in reduced travel■ Significant reduction in phonemail, email server costs 40 | © 2012 IBM Corporation
  41. 41. IBM developerWorks■ Over 1M active members■ Over 4M unique visitors per month■ Over 2,000 new user profiles per day■ Winner of Forrester Groundswell Award■ Over 50,000 followers on external social networks 41 | © 2012 IBM Corporation
  42. 42. Greater IBM Connection■ The Greater IBM Connection Community of IBMers past and present, offering community members a way to connect or reconnect with IBM- affiliated friends and colleagues■ Community Events: Virtual and Face-to-Face■ Career Center & Networking■ News & Information sharing to keep the community engaged 42 | © 2012 IBM Corporation
  43. 43. IBM Champions Community■ Launched in April 2011, the IBM Champions Program is a Recognition Program that highlights partners, customers, bloggers and academia that champion IBM offerings.■ IBM Champions are chosen based on their contributions, depth of knowledge and proven community participation and evangelism.■ Over 400 IBM Champions from countries across the globe.■ 63 Champions have been announced for IBM Collaboration Solutions. 43 | © 2012 IBM Corporation
  44. 44. Customer Example: Health & Wellness Social-focused Customer ServiceSocial Business. Social Wellness Internal/External Digital Conversations Engaged Brand Management | © 2012 IBM Corporation
  45. 45. Customer Example: Flowline Components Getting back to “doing business”Social Business in the Cloud Moving to Web 2.0 SaaS Gains of 40-60% in productivity | © 2012 IBM Corporation
  46. 46. Go-To-Market – IBM & RockTeamGrowth thru partnering, sharing, & engaging via Greenhouse,LotusLive, & Sametime | © 2012 IBM Corporation
  47. 47. Social Business ROI – Measurable & Intangible“Rather than try to calculate a technology ROI, youneed to look at the return on collaboration and the valueof knowledge access and skill sharing. If a streamlinedcollaboration process enables employees to work moreefficiently or more productively, there is value thatshould be measurable. Similarly, if social media enablesthe organization to more efficiently find and tap theknowledge and skills of its workers and share thatwidely and more quickly, again there should besomething that can be measured and given a value.”Source: http://bigfatfinanceblog.com/2011/11/23/measuring-the-business-roi-for-social-networks/ 47 | © 2012 IBM Corporation
  48. 48. But how do I know it is working?■ How do you measure relationships?■ How do you optimize people processes?■ How do you motivate employees to actively participate and how do you measure that transformation?■ Monitor over time and make adjustments along the way.■ Community Measures: – Soft: Loyalty, Forgiveness, Trust, Peer Support, Reciprocation, Honest Input – Trackable: Time, Preference, Advocacy, Speed to Market, Better Insights through Relationship versus Transaction 48 | © 2012 IBM Corporation
  49. 49. Time to Unleash your Social DragonGet Engaged with your IBM Rep or IBM Business Partner to getconnected to the various communities right now! ● Lotus® Greenhouse (Join the Lotusphere Community!) ● LotusLive™ ● Twitter Hashtags this week ---> #LS12 #SocialDragon ● Lets chat! Follow @KatMandelstein and @CCasas Leverage your free social entitlements to improve expertise location, business processes, and speed to market 49 | © 2012 IBM Corporation
  50. 50. Other related sessions to attend this week ■ INV310 Lessons Learned: Business Agility Through Standards & Social Business, Angel Diaz Tuesday, Jan 17 04:45 - 05:45 PM Location: SW 3-4 ■ ID227 Social Business Maturity Curve: Customer Success Stories & Best Practices, Chris Crummey, Wednesday, January 18,10:00 - 11:00 AM N. Hem A-C ■ ID225 Setting Up Communities To Solve Your Biggest Challenges, Suzanne Livingston & Mike Wanderski, Wednesday, Jan 18, 1:30 - 02:30 PM Pelican 1 & 2 ■ BP105 Tick.Tick.Tick.Tick. #! Its Time To Evangelize, Educate And Energize Your Users To Get Productive, Get Social And Do BUSINESS! Mat Newman, ISW, Wednesday, Jan 18, 3:00 - 04:00 PM, Location: S. Hem IV -V ■ INV308 Strategy for Establishing Community, Rachel Happe, The Community Roundtable Wed, January 18 4:15 - 5:15pm Dolphin N. Hem E ■ GURU101 GURUpalooza! Best Practices Speakers Thursday, Jan 19, 10:00 - 11:00 AM Location: SW 5-10Customer Sessions: ■ CCS102 The Emergence Of Business Networks & Communities- connect.BASF CheeChin Liew, Tuesday, Jan 17, 11:15 - 12:15 PM Location: SW 7-8 ■ CCS108 Social Business At Omron - ONE Communication/Collaboration Platform. Dennis Rot & Michel Min, Wed, January 18, 2012 3:00- 04:00 PM Location: Toucan 1 & 2 50 | © 2012 IBM Corporation
  51. 51. Thanks! Questions? 51 | © 2012 IBM Corporation
  52. 52. Legal disclaimer© IBM Corporation 2012. All Rights Reserved. The information contained in this publication is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained in this publication, it is provided AS IS without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this publication or any other materials. Nothing contained in this publication is intended to, nor shall have the 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 IBM software. References in this presentation 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 capabilities referenced in this presentation 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 feature availability in any way. Nothing contained in these materials is intended to, nor shall have the effect of, stating or implying that any activities undertaken by you will result in any specific sales, revenue growth or other results. Kudos Badges for IBM Connections is an offering from IBM Business Partner, ISW. All customer examples described are presented as illustrations of how those customers have used IBM products and the results they may have achieved. Actual environmental costs and performance characteristics may vary by customer. IBM, the IBM logo, Lotus, Lotus Notes, Notes, Domino, Quickr, Rational, Sametime, Tivoli, WebSphere, UC2, PartnerWorld and Lotusphere are trademarks of International Business Machines Corporation in the United States, other countries, or both. 52 | © 2012 IBM Corporation