The document discusses IBM's social collaboration strategy and the importance of connections within a mobile workforce of over 500,000 employees. It outlines key trends, strategies for social adoption, and the necessary steps for successful deployment, emphasizing the need for training, communication, and measurement. Furthermore, it highlights the integration of social software in various business areas to enhance productivity, engagement, and innovation.

1. The IBM Social Journey
And the huge part Connections plays
Jon Machtynger IBM United Kingdom Ltd,
CTO IBM Collaboration Solutions Lotus Park, The Causeway
Staines, TW18 3AG
UK & Ireland Tel: +44 (0)208 8181216
IBM Software Group Mobile: +44 (0)7801 684216
email: jonm@uk.ibm.com
twitter: synapticity
© 2010 IBM Corporation

2. Social Collaboration – what’s it all about?
Risks Technology
Mobile Social business
BYOD
Competitive Advantage Culture
People Processes Information
Adoption
Cloud Generation-Gap
Trust Responsibility
Privacy Serious topic? Business Drivers
Big Data
© 2010 IBM Corporation

3. Themes for today
§ A perspective on IBM culture
§ The basis of enterprise collaboration
– Patterns of behaviour
– Accidental and deliberate communication
§ How we use Social Software in IBM
– Culture, career, onboarding, churn, skills/expertise identification,
leadership, business conduct, return on human capital, a modern
working environment.
§ Our version journey
§ Lessons learned
© 2010 IBM Corporation

4. © 2010 IBM Corporation

5. © 2010 IBM Corporation

6. IBM has a workforce of over 500,000 of whom almost 50% are mobile
• 450K+ employees
• 170 countries
• 2,000 locations
• 70+ acquisitions since 2002
• 50% < 5 years experience
IBM Locations
Mobile Employees
© 2010 IBM Corporation

7. Trends influencing our collaboration strategy
Social networks are putting people online as never before
Unified channel for discovery and interaction
Mobile devices are magnifying reach and interaction
Higher frequency of (shorter) transactions
Online and reachable more of the time
Content analytics are making knowledge more accessible
More focus on insight rather than just transactions
© 2010 IBM Corporation

8. Early adopters finding value in three major areas
differentiated by business owners, KPIs, and solution patterns
Customer care and insight Product and service innovation
Superior customer intelligence and Shorter time to market drives growth
engagement drives revenue and profit
Workforce optimization
Easier on-boarding, learning, and
collaboration drives productivity
© 2010 IBM Corporation

9. Social Adoption Strategies
Active Guidance
Relying on Viral
A Defined Program of Adoption
Build it and they will come - Communications plans
maybe… Champions, Sponsors,
Support mechanisms
Passive Guidance
Lay a foundation and help build it
Generalise capabilities
Provide examples and ideas
© 2010 IBM Corporation

10. Becoming a Social / Collaborative Business
Key Steps to prepare for a successful Adoption / Deployment Plan
1 Identify Participants
- Introduce concepts and value to Lines of Business / Define business goals
- Leverage demonstration environment
2 Discover Use Cases (per business unit, or initiative)
- Use Cases/success criteria against business value / focus - Pilot participants
- Define key social relationships that will be affected
3 Discover Leaders
- Individuals who to be natural connectors or experts, encourage/motivate others to participate
4 Train the Leaders (and other social actors)
- General education for key contributors and scheduled activities
- How to install any plugins, explore advanced features, and include others
5 Define and Execute Communication Plan
- Maintain momentum through newsletters, blogs, checkpoint calls with key participants
- Prepare helpdesk or other source of "technical support“
6 Measure
- Business benefits and technical outputs / Adoption patterns – what worked well, what didn’t?
© 2010 IBM Corporation

11. Accessibility where Users Work drives Adoption
l Browser l Portal Pages
l Client Platforms l RSS Aggregators
l Web Applications
l Document Editors
l Business Apps
l Email Clients l Mobile Devices
l Browser Plugins l ...
l ...
© 2010 IBM Corporation

12. © 2010 IBM Corporation

13. Integrated Capabilities of IBM Connections
Profiles Home page
Find the people you need See what's happening across your social
network
Communities Social Analytics
Work with people who share common Discover who and what you don’t know via
roles and expertise recommendations
Files Micro-blogging
Post, share, and discover documents, Reach out for help or share news with
presentations, images, and more your social network
Wikis Bookmarks
Create web content together Save, share, and discover bookmarks
Activities Blogs
Organize your work and tap your Present your own ideas, and learn from
professional network others
Forums Mobile
Exchange ideas with, and benefit from Access Connections anywhere, anytime
the expertise of others with mobile & tablet access
© 2010 IBM Corporation

14. Depth of insight
Peer Recognition
More detail below…
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15. Content
Other (similar) people
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16. Social Sharing
Adds Credibility & Discoverability to content
What do others think of it?
Who else understands it?
Have they improved it?
Recommendations,
Downloads,
Comments,
Versions,
Sharing,
Folders,
Authors
Tags.
Not just Share with,
but also Share on,
and Share within
a Community
© 2010 IBM Corporation

17. Social Analytics increase Adoption
Drawing attention to things you need to know
l Who should I know about?
l How can I reach them?
l Which content has been updated?
l What new content might interest me?
… and, please, not by sending me email!
© 2010 IBM Corporation

18. So what does this mean for BYOD at IBM?
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19. Mobile Development Standards
§ How do we apply this to www.ibm.com (m.ibm.com)
– Led by 3 platforms (iOS, Android, Blackberry)
Design (type of Application)
Native / Web / Hybrid
Develop
UX design patterns
Development Standards (HTML5,
Storage, PIM)
Deploy
Mobile delivery portals (app stores)
© 2010 IBM Corporation

20. Designing for Mobile
Interactions are often
Minimise page loads very brief
Minimise content and Interruptions happen all
function the time
Mobile applications easy
Context is critical
to use
Interactions oriented
Not desktop ‘lite’
towards transactions
Support social and
Emphasis is on viewing
personal
Enable start and finish Users’ goals are
from different devices different
© 2010 IBM Corporation

21. Advocate Conduct at IBM: Built on Employee Trust
- IBM supports open dialogue and the exchange of ideas
- Responsible engagement in innovation and dialogue
- To learn, to contribute (source: Adam Christensen)
- Social Computing guidelines: www.ibm.com/blogs/zz/en/guidelines.html
ü Be who you are
ü Speak in the first person
ü Use a disclaimer
ü Respect your audience
ü Add value
ü Don't pick fights
ü Be the first to respond to your own mistakes.
ü Use your best judgment.
ü Don't forget your day job
ü Consider appropriateness of travel plans.
‘In the social media, the IBM
employee is the brand’
© 2010 IBM Corporation

22. Web 2.0 Best Practices… regularly updated
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23. How often do you need a specific file?
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24. Enterprise Patterns
Communicate Establish Expertise
• With or to an audience • Understand who contributes and
Dynamic Collaborate authors
• with my co-workers and peers Stay Informed
• Establish and maintain professional • Individuals benefit from the
relationships community/social network by learning
• Reinforce organisational culture and from others on a real-time basis
loyalty • Non-disruptive expertise consumption
Organise Listen
• My work • To the wisdom of the crowd
• Team work efforts Find/Access Experts
• Organisational knowledge and Find/Access Information/Answers
expertise
Make Connections
Control Information Flow
• Establish and maintain business
• Self manage information relationships
• Keep information “out of the inbox”
Inquire
• Ad hoc work management
• Seek feedback from others
Share Information
• Contribute for others or one’s self
© 2010 IBM Corporation

25. Productivity templates - For New Hires, By New Hires!
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26. Productivity templates - Setting up a new PC
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27. Productivity templates - Launching a Product
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28. Sametime Meetings
Zero install client
Desktop client – quick entry,
as easy as joining a chat
Mobile client
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29. Internal Processes capitalising on social
§ Sales Force Automation
– SugarCRM/Connections blending social content
– Integration with in/out communications
§ Social platform promoting sharing with mail access
§ Search
– Rated content, experts, blogs, files, tags
§ Status, content, recommendations can be pervasive
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30. Some usage statistics
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31. The Architecture
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32. Architectural considerations
§ Subjected to more ‘stress’ than clients would require
§ Originally on 2.5
– Collocated with other applications
– Susceptible to problems external to Connections
§ Moved on to 3.0
– Single platform, entirely on Z
– Core application, security, HA, integration points
– Measure twice, cut once – took a much longer time
§ We moved to 4.0 within a month of going GA
– Lots of plans…
© 2010 IBM Corporation

33. Lessons Learned by IBM
§ Promote a culture of sharing with diverse groups
– Capitalise on the differences in your organisation
– Weak Ties deliver much more value
§ There is no “field of dreams”
– Adoption is crucial
– Appeal to a broad spectrum of communication types
– Executives must participate and drive activity
§ Profiles / Files provide most significant initial value
§ Integrate with the enterprise
– Collaboration intrinsic to operational behaviour
§ A balance of control and flexibility promotes innovation
© 2010 IBM Corporation

34. Questions?
© 2010 IBM Corporation