1.
© 2013 IBM Corporation1
Growing a social culture at IBM
July 10, 2013
Jacques Pavlenyi, Senior Marketing Manager, IBM Collaboration Solutions
Based on materials developed by Ethan McCarty, Director Enterprise Social
Strategy and Programs, IBM
@mediamutt
@SMCSanDiego

2.
© 2013 IBM Corporation2
First the fine print...
Although this presentation discusses IBM and examples of how IBM is a social business, the presenter is acting as an individual IBM employee,
sharing expertise about this particular topic only.
The presenter is not acting on behalf of IBM, either as an official agent or representative. The views expressed are those solely of the presenter.

3.
© 2013 IBM Corporation3
IBM is the world’s largest information technology company
A highly diverse workforce:
• 400k FTE, 100k partners, 100k
contractors
• ½ < 5 years of service
• ½ work remotely
• >70% outside USA
• >15% from acquisitions and
outsourcing deals
A highly diverse company:
• $100B revenue
• 170 countries
• Software, Systems & Technology,
Business and Technology Consulting
Challenge: increase productivity, collaboration, and innovation

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© 2013 IBM Corporation4
From consumption to participation: IBM journey to become a
Social Business
1980s: “Virtual Machine”
1996: w3 Intranet (17K/day)
2000: One IBM Single Portal
(500K/day)
2004: Role-enabled
workplace (2M/day)
2005: Bottom-up blogging
guidelines
2008: Blogging guidelines
expanded into social
computing guidelines
2009: Collaboration platform,
corporate risk assessment
2010: The social enterprise
2011: Workplace of the
Future, Social Business
Council
2012: Digital IBMer, Voices

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© 2013 IBM Corporation5
Bringing order to the chaos: introducing the IBM Social
Computing Guidelines
http://ibm.co/yW8Jbh
• Written collaboratively with
IBMers in 2005
• Formalized in 2008 as part
of Business Conduct
Guidelines
• Clarity, permission and
direction

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© 2013 IBM Corporation6
The Social Enterprise: applying social networking tools for
business in context
IBM Internal / Intranet External / Internet
My IBM.com
… plus many many more…
Activities
Blogs
Bookmarks
Files
Forums
Wikis
Profiles
Communities

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© 2013 IBM Corporation7
IBM social behavior leads to great results
Inside IBM Outside IBM
Profiles 636K profiles
3.5M profile searches / week
8M registered users
4.5M unique monthly visitors
Communities 86K public and 83K private
communities, 715K members
2.5K public communities
45K members
Blogs 428K users with 74K blogs
244,000 entries
1.1K blogs
25K comments
File Sharing 1.2M files downloaded 44.8M times
Wikis 99.5K wikis with 1.6M pages
and 92.4M page views
Bookmarks 64.6K users sharing 1.6M
bookmarks and 4.8M tags
Forums 178K forums with 967K topics 3.2M
posts from 175K users
IBM developerWorks > 1M users
sharing in thousands of forums
Instant
Messaging
12 million instant messages per day Collaborating with thousands of
partners and customersvia IM
Web Meetings 150K web meetings
1M participants
Activities 655K users working on 400K
activities with 7.5M entries

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© 2013 IBM Corporation8
The social enterprise starts with a social intranet portal
Pronunciation
Rich profile
information
Reporting
chain
Network
Activity Stream
Tags Social links

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© 2013 IBM Corporation9
Applications
Search
To Do List
Recommended
Content
Activity
Streams
The social enterprise starts with a social intranet portal

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© 2013 IBM Corporation10
IBMers can even access email and other internal social
networks on their favorite mobile devices

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© 2013 IBM Corporation11
IBM social behavior leads to great results
• Search satisfaction up 50%
• Search productivity saving $4.5M/yr
• $700K travel savings
• Reduced voicemail
• Reduced email server costs
• 87% increase skills
• 84% access experts more quickly
• 84% share knowledge with others
• 77% re-use assets
• 74% increase their productivity
• 64.5% improve personal reputation
• 64.5% increased sense of belonging
• 59.9% increase sales
• 42.2% improve customer sat
Source: Luba Cherbakov, IBM Distinguished Engineer (Feb 2010)

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© 2013 IBM Corporation12
1) Enable the IBMer
2) Experiments with content on
platforms
3) Publish broadcast content
1) Enable the expert in the context of our
go-to-market programs
2) Optimize engagement across owned
and earned social platforms to
create shared belief with IBM experts
and strategic constituencies
3) Map social content and interactions
optimize progression through the
demand cycle
The social enterprise outside of IBM: from enablement and
publishing to aligning digital experience and brand...

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© 2013 IBM Corporation1313
...that leverages IBM’s biggest asset – the IBMer.
Market Interest IBM SMEs and Social PropertiesSocial Program ReadinessMindshare
• Created based on social media research and
GTM strategy & plan
• Full-time Social Program Manager
• SMEs identified and recruited
• SMEs + IBM branded social sites
• Business goals and baseline measurement
• Collaboration process to apply social insights
and KPIs, and share marketing plans,
messages and materials with SME
• Reach
• Engagement
• Amplification
• Improved connectedness and
engagement with key influencers
• Keyword frequency
• Hashtag frequency
• Inbound links to IBM assets
• Clicks on links to IBM assets
• Optimization of inbound links
• Improved level of engagement
• Improved efficiency of content
shared
• Conversion
@
Favorable Selling Environment Social Business Program Effectiveness
Measure market
language used
in online buzz
and searches
Measure IBM inclusion
in online discussions
and searches that use
the market language
Market term volume
●
Segment and themes
in online conversations
●
in online searches
Share of IBM
• in online conversations
• in online searches
• in influencers’ messages
• Reach
• Engagement
• Amplification
• Improved connectedness and
engagement with key influencers
• Keyword frequency
• Hashtag frequency
• Inbound links to IBM assets
• Clicks on links to IBM assets
• Optimization of inbound links
• Improved level of engagement
• Improved efficiency of content
shared
• Conversion
Social Strategy / Marketing Plan

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© 2013 IBM Corporation14
Preparing IBMers is an intentional social enablement of subject
matter experts and branded social channels
1. Social Business and Community
Managers
2. IBM Select Program
3. Forward Thinker Program
4. IBM Voices Program
5. Digital IBMer Hub
100’s
10s of
1,000’s
100s of
1,000’s

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© 2013 IBM Corporation15
 Applied to both existing
and new accounts
 Dedicated Corporate team
reviews all accounts and
communities
 Non-compliant IDs
contacted to bring to standard
and remove fakes
 Easily support new
platforms like Google+ and
Pinterest
1. Social channel managers and community managers now have
IBM social brand guidelines

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© 2013 IBM Corporation16
2. IBM Select Program: support eminence of high-value, high-
touch thought leaders in targeted online communities
 Grow influence and reputation
subject matter experts in the social
sphere
 IBM Select SMEs
 IBM Champions – non-IBM
technical leaders
 1-on-1 coaching and support from
an IBM Social Business Manager
 Sustain and support engagement
while continuously proving
competency and expertise
 Support and amplify word-of-
mouth aligned to Go-to-Market
priorities
 On-going listening and
measurement to gauge progress
MD&I

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© 2013 IBM Corporation17
3. IBM Forward Thinkers – self-selected but community verified
experts that share thought leadership internally and externally
1) Create an expert profile - provide information about your expertise, and as your knowledge and skills
evolve, so can your profile so you're always presenting an accurate picture of yourself.
2) People connect with you - using search, colleagues find you or you are promoted on ibm.com where
customers and others can follow you on the social networks and other sites you share.
3) You and IBM benefit - You build your professional reputation by communicating and demonstrating
your expertise, while IBM benefits through more effective outreach and improved productivity and
collaboration.

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© 2013 IBM Corporation18
4. IBM Voices: dynamic inventory and syndication of IBM
branded, IBM Select and IBM Forward Thinker social channels
 Objective: optimize Earned and
Owned media coverage, aligned
to Brand strategy
 +3,000 IBM social brand
accounts and channels identified
 Curation and administration
support to help maximize content
marketing and shared expertise
 Self-enrollment with brand
training, validation and
permission
 Accounts are available for
syndication via Social Media
Aggregator

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© 2013 IBM Corporation19
 Not every IBMer is familiar
with social media, so IBM has
created training and guidelines
on a range of topics
 IBM Connections
 Social media basics
 Cybersecurity
 Social selling
 Dozens of courses
 Recommendation engine
 Rewards & tracking
 Strategic, sharable content
5. Digital IBMer Hub: enabling 400K+ IBMers
on how to be successfully social

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© 2013 IBM Corporation20
Tactics driving >5k visits
Initiated Registrations
(e.g., white paper downloads, event
registrations, product demos, etc)
Completed Registrations
(Form Completion Rate)
Marketing Tactics to drive
site traffic
133 All tactics
MISCELLANEOUS
SME-driven tactics outperform thousands of other tactics
3000+ All tactics
SME tactic was
#12
SME
#4

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© 2013 IBM Corporation21
BEFORE 2011
A product-driven discussion
TODAY
A more solution-driven discussion

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© 2013 IBM Corporation22
So how can you get the same results?
Start with a business objective
• For IBM, it’s about meeting our 2015 roadmap through “Smarter Planet”
• Determine the right social business patterns for you – listening,
collaboration, organizational transformation, finding/sharing expertise...
Push against open doors
• Partner with internal constituencies who already motivated to use social
Try to think of social business as more than social media
• Focus first on social business patterns that target top business pains
Cultivate an attitude of impatience + glacial persistence
• Change comes in fits and starts, but when you look at it over a long
time it will seem seismic.