Jennifer Dubow presented on creating and sustaining a culture of social business. She discussed how more C-level executives and CMOs are recognizing the importance of social media. An organizational change management approach is needed to help create a culture that embraces social business. Key aspects of change management include conducting a change readiness assessment, building a roadmap, rewarding early adopters, and establishing change champion networks to support the transition. Resistance to change should be expected and managed by learning from feedback and adapting over time.

1. IBM Inside Sales – Jennifer D. Dubow
Jennifer Dubow – Inside Sales, Global Social Business Transformation Leader
(The views in this presentation are my own and don't necessarily represent IBM's
positions, strategies or opinions.)
Creating and Sustaining a Culture
of Social Business
18 October 2012 IBM Inside Sales
1 © 2012 IBM Corporation

2. IBM Inside Sales – Jennifer D. Dubow
The World of Social Business.
Business
Process Social
Network
Analysis
Mobile
(Data)
HR/Recruiting
Product
Dev
Marketing&
Comm’s
Internal/External Customer
Collaboration Care/Support
2 © 2012 IBM Corporation

3. IBM Inside Sales – Jennifer D. Dubow
The C-Suite is catching on…
16% of CEOs are using social business
platforms to connect with customers. Set
to spike to 57% in next 3-5 years.
55% of CIOs say social networking/
social network analysis, key to increase
competitiveness.
SVP, Marketing & Communications, IBM
Sources:
3 IBM 2012 CEO Study http://www-935.ibm.com/services/us/en/c-suite/ceostudy2012/ and http://www-935.ibm.com/services/us/en/c-suite/ceostudy2012/infographic-01.html
IBM 2011 CIO Study http://www-935.ibm.com/services/us/cio/ciostudy/ and Press Release: http://www-03.ibm.com/press/us/en/pressrelease/34530.wss (Q#12, Q17)
© 2012 IBM Corporation

4. IBM Inside Sales – Jennifer D. Dubow
CMOs will focus more on social media in coming years.
Sources:
4 IBM 2011 CMO Study: http://www-935.ibm.com/services/us/cmo/cmostudy2011/cmo-registration.html © 2012 IBM Corporation

5. IBM Inside Sales – Jennifer D. Dubow
If we know it’s important, then why isn’t everyone doing it?
People change when the pain of staying the same
becomes greater than the pain of change.
An organizational change management approach
helps create a culture that embraces social business.
5 © 2012 IBM Corporation

6. IBM Inside Sales – Jennifer D. Dubow
Get started on your “Culture Change” journey.
Change Readiness Assessment
Culture Assessment
Change Levers
Manifestations
Excellent
Impact on Organization
Business
Results
6 Source: Better Change for IBM Methodology © 2012 IBM Corporation

7. IBM Inside Sales – Jennifer D. Dubow
It starts at the top.
7 © 2012 IBM Corporation

8. IBM Inside Sales – Jennifer D. Dubow
Build a Roadmap & Transition Plan to your “Future State.”
8 © 2012 IBM Corporation

9. IBM Inside Sales – Jennifer D. Dubow
What does success look like?
9 © 2012 IBM Corporation

10. IBM Inside Sales – Jennifer D. Dubow
Change takes time and people adapt at different rates.
© IBM Corporation
Sources: 1) Better Change for IBM Method. 2) Kurt Lewin’s 1952 three-phase model of social change (Unfreeze – Change – Refreeze); 2) Elisabeth Kubler-
Ross’s Five Stages of Grief model that explains people’s reaction to death. “The ‘death valley’ of change” by P. David Elrod II and Donald D. Tippett in 2002
10 © 2012 IBM Corporation

11. IBM Inside Sales – Jennifer D. Dubow
Proactively manage resistance. Learn from it and adapt.
I don’t I don’t
have know
time how
You’ve
got this
all wrong. I’m going to
look/sound
stupid.
11 © 2012 IBM Corporation

12. IBM Inside Sales – Jennifer D. Dubow
Reward and recognize early adopters
• Focus on public
recognition and visible
rewards.
• Be creative. Inexpensive
ideas can have big impact.
• Publicize and promote
success stories.
12 © 2012 IBM Corporation

13. IBM Inside Sales – Jennifer D. Dubow
Support and Sustain with Change Champion Networks.
Relies on the Act as
informal Role
network Models
Coaches,
Mentors, Peer to
Advocates Peer
Learning
Social
Buddy
Programs
13 © 2012 IBM Corporation

14. IBM Inside Sales – Jennifer D. Dubow
Be the change you
want to see…
14 © 2012 IBM Corporation

15. IBM Inside Sales – Jennifer D. Dubow
IBM Inside Sales — Digital & Social Selling
http://www.ibm.com/connect/ibm/us/en/resources/jddubow/
15 © 2012 IBM Corporation

16. IBM Inside Sales – Jennifer D. Dubow
Email: jddubow@us.ibm.com
Twitter @jennifer_dubow
LinkedIn: www.linkedin.com/in/jenniferdubow
16 © 2012 IBM Corporation