Presentation Lara Tropa V Regional EACD Lisbon Debate 2010

© 2010 IBM Corporation
IBM Corporate Citizenship & Corporate Affairs
Corporate Citizenship & Corporate Affairs
Measurement and Evaluation
Lara Campos Tropa
Workforce & Field Enablement, Marketing, Communications and Citizenship
A multistakeholder’s approach to sustainability in times of turmoil
CTT, May 10, 2010

2
We have an opportunity – and a responsibility – to make the
world work better.

3
CEO Survey 2008 – “The Future Enterprise”
Objective
Know the concerns and priorities of the CEOs who define
the agendas of worldwide leading enterprises
Scope
 2004: Interviews with 465 top CEOs worldwide
 2006: Interviews with 765 top CEOs worldwide
 2008: The biggest survey ever done with 1130 top CEOs worldwide
In Portugal: 8 interviews to CEOs within the following sectors:
 Public
 Financial
 Industrial
 Communications
 Distribution
 Energy
CEO Survey 2008

CEO Survey 20084
70% of participants consider Corporate Social Responsibility
an opportunity
Expected investment to respond to client’s CSR growing expectations
Investment in the
last 3 years
Investment in the
next 3 years
25 %
INCREASE
10.7%
13.4%
The Future Enterprise goes beyond CSR regulations:
 Understanding its client’s expectations
 Being transparent and informed
 Kicking-off its CSR initiatives with environment characteristics
 Involving NGO and its collaborations
Global

Our smarter planet strategy drives smarter citizenship
Healthcare5
Smart Healthcare
Smart Education
Smart Energy
Smart Transportation
Smart Cities
Smart Water

Almost 100 years of corporate responsibility
1911 2011
6

Environmental leadership
Supply Chain Social Responsibility
IBM leadership redefined the workplace
Open Standards
Ethics and Governance
IBM’s leadership in Corporate Social Responsibility:

Focus areas for success
• Education
• Community service
• Supply Chain
• Energy and environment
• Disaster relief
• Food shortages
• Clean water
88

9
Select key programs
• World Community Grid
• On Demand Community
• Reading Companion
• KidSmart
• TryScience
• Corporate Service Corps
• TraduceloAhora
• Water for Tomorrow
• Meedan
• SME Toolkit
9

10
World Community Grid
 IBM launches volunteer grid focused on public and nonprofit humanitarian research
 Largest public, nonprofit humanitarian research computing grid
 Anyone with computer & Internet access can donate unused computer time
 Current Research Projects
– Help Cure Muscular Dystrophy – Phase 2
– Influenza Antiviral Drug Search
– Help Fight Childhood Cancer
– The Clean Energy Project
– Nutritious Rice for the World
– Help Conquer Cancer
– Discovering Dengue Drugs – Together
– Human Proteome Folding Project – Phase 2
– FightAIDS@Home
www.worldcommunitygrid.org
The Challenge
 Humanitarian research suffers from a lack of access to super computing power
 Individuals see no opportunity to make a real difference
 462,000+ members
 200+ countries
 1,300,000+ registered devices
 255,000+ years of run time
 Generated dozens of peer-
reviewed technical articles
 400+ partners

11
Volunteering:
 Online volunteering community
– 127,000 participants • 80 countries
– Launched November 2003 • 8.1m volunteer hours
to date
 Resources for schools & not-for-profits
– Education, presentations, handouts, software
– Translations for worldwide use
– Drawn from IBM’s core skills & technologies
 Results
– Significant, measurable change at
schools & not-for-profits
– Global community of IBM volunteers
 In Portugal:
– 245 employees and retirees
– Angels: case study at the Social Innovation
International Congress in Lisbon
– Click@vô

IBM’s early education program having local impact
August 2008
Results shared by Portuguese Ministry of Education
Creating real value locally

14
215 Teachers
out of 300
10 KidSmart
Instructors
Sample Characterization
2 Intermediate
Evaluations

With which degree of importance does educational TIC resources have in the
following activities at your Kindergarten?(1)
Managing Mouse and Keyboard
1% 16%
50%
30%
3%
irrelevant
low relevance
relevant
important
very important
Generic use of aplicational software
4%
27%
50%
18%
1%
irrelevant
low relevance
relevant
important
very important
Playing
1%
29%
56%
12%
2%
irrelevant
low relevance
relevant
important
very important
Access and colection of information
3% 7%
22%
52%
16%
irrelevant
low relevance
relevant
important
very important

Resoluting problems and taking decisions.
3% 9%
30%
41%
17%
irrelevant
low relevance
relevant
important
very important
Create, imagine and express
4%
17%
56%
22%
1%
irrelevant
low relevance
relevant
important
very important
With which degree of importance does educational TIC resources have in the
following activities at your Kindergarten?(2)
Organize, produce and reveal information
3% 8%
34%
41%
14%
irrelevant
low relevance
relevant
important
very important
Colaborate and cooperate
2% 4%
20%
51%
23%
irrelevant
low relevance
relevant
important
very important

Correct use of Computers
0; 0% 1; 10%
5; 50%
4; 40%
0; 0%
irrelevant
low relevance
relevant
important
very important
What impact does the KidSmart Training Program have on the development of
the teachers personal and professional capabilities on the following activities?
Intergration of TIC activities in classroom
0; 0%0; 0%
6; 60%
4; 40%
0; 0%
irrelevant
low relevance
relevant
important
very important
Identification of educational potential in technology
0; 0%0; 0%
3; 30%
5; 50%
2; 20%
irrelevant
low relevance
relevant
important
very important
Capability of selecting correctly educational software
0; 0% 1; 10%
5; 50%
4; 40%
0; 0%
irrelevant
low relevance
relevant
important
very important

Corporate Service Corps
Developing Global Leaders for the 21st Century
Creating real value globally

Triple challenge to IBM
 Develop global leaders
 Establish the IBM footprint in new markets
 Earn the opportunity to do business by
donating IBM skills and expertise to
impactful local projects

The Corporate Service Corps Experience
PRE WORK 3 Months
 ~40 to 60 hours of work completed virtually
 Team building and skills development
 Established curriculum
IN-COUNTRY 1 Month
 Work at the intersection of business, technology and
society
 Immersion in local culture
 Outside the office
POST SERVICE 2 Months
 Linkage back to the business
 Measurement and evaluation
 Reflect, learn and apply
 Internal and external presentations

Over 500 participants on 51 teams in 13 countries by YE 2009
Brazil
China
Egypt India
Nigeria
Ghana
Philippines
Romania
S. Africa
Tanzania
Turkey
Viet Nam
Malaysia
13
10K
63
1K

• Retention of high-performing IBMers
• Recruiting talented & socially aware employees
• Establishing IBM brand in new markets
• Increasing global awareness of IBM’s corporate
responsibility focus
• Global leadership ranking – Fortune rated IBM #1
Impact for IBM

Impact on communities
Ghana:
• Launched business development center
• Offered workshops to prepare students and women
entrepreneurs for careers in technology and business
Vietnam
• Supported development of small and medium
enterprises with Danang Chamber of Commerce
• Creation of job training programs in information
technology management
Romania
• Identified small/medium high growth potential
businesses requiring training
• Helped with telecommunications, financial management
and business process development
China
• Worked with businesses in earthquake-ravaged
Sichuan province on economic revitalization strategies

Conceição Zagalo, Directora de Marketing, Comunicações e Cidadania no Vietnam
Vietnam 7- we come from 6 different countries, represent 5 different Line of Business in IBM
Our Vision: We envision a CSC engagement in Vietnam
where we collaborate with our team and our
client across cultures, perspectives and
competencies. Through careful asking and listening, we
hope to
deliver sustainable, well-scoped consulting services that
meet client needs while leveraging the best of IBM's
values and skills.
Our Mission: is to represent IBM excellence; to provide
skilled capacity-building support to our clients;
and to build a foundation for continued IBM work in
Vietnam.

Positive response from the media
“Volunteering Abroad to Climb at I.B.M.”
By Claudia H. Deutsch March 26, 2008
"IBM is making real some new ideas about what it means to be global that were
just a lot of talk before"
Rosabeth Moss Kanter
Professor at Harvard Business School

Our shift in strategy has generated tremendous results
•Rated #2 by CRO Magazine, #1 by CERES
•Nearly 10 million volunteer hours over 5 years
•Corporate Service Corps
• 500 IBMers per year
• Gains in employee retention
• Executives are now participating
•1.5 million devices connected on World
Community Grid
•$180 million in 2008 worldwide contributions
•4.9 billion kwh of electricity saved 1990 – 2008
•$343 million in 2008 energy savings
•550 supply chain audits since 2004
•357,000 employees successfully complete
Business Conduct Guidelines
26

2010 and beyond…
•Smarter Cities
•Community Service
•Global Leadership
•Influencers

Presentation Lara Tropa V Regional EACD Lisbon Debate 2010

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