Business Value from Social Networking: Innovation ... · individuals and teams adopt social software Objective: achieve business value – Productivity, relationships, efficiency

© 2009 IBM Corporation

Business Value from Social Networking: Innovation, Relationships and Results

Jeanne Murray, IBMPresentation for Triad Chapter Institute for Supply Management–Carolinas-Virginia 16 Feb 2010

© 2010 IBM Corporation2

Enabling people to work smarter together

Unlocking innovation through broad participation

Fostering deep insightful relationships

Collaboration drives business value


Public

spaces

Firewall

Intranet Internet / worldClients

Partners

Experts

Employees

• Find and qualify

• Know, contribute network

• Discover information

• Develop trust, credibility

Social search

Clients and Partners

• Find and qualify

• Know, contribute, network

• Discover information

• Develop trust, credibility

Profiles

Public Conversations

Communities and Teams

Meetings

Business Processes

Experts

Experts

Collaboration inside and outside the company

People: ● Form relationships● Develop reputations ● Build trust

Organizations:● Gain diverse input● Leverage expertise● Collaborate with colleagues & customers

Information: ● Share assets● Gain insight● Reuse best practices


Business imperatives for Smart WorkIBM Presentation Template Full Version


Globally integrated

3Hungry for change

1Disruptive by nature

4Genuine, not just generous

5Innovative beyond customer imagination

2Globally integrated

3Globally integrated

3Hungry for change

1Hungry for change







2

2008 IBM Global CEO StudyThe Enterprise of the Future

www.ibm.com/ceostudy

1,130 business and public sector leaders in 45 countries

CEOs: Planning for the Enterprise of the Future


Increase in the gap betweenleaders’ need for change andtheir ability to manage it.

8 in 10CEOs anticipate turbulentchange and bold moves.

3x

Source: 2008 IBM CEO Study

Leading through change


2009 IBM Global CIO Studywww.ibm.com/cio

2,500 CIOs from over 75 countries and 15 industries

CIOs: Driving innovation from IT investments


Talent managers: Developing a workforce that can adapt to change

2008 IBM Global Human Capital Study

http://tinyurl.com/5mcu5o


Quickly find the people you need by searching across your organization using keywords that help identify expertise, current projects and

responsibilities

Use a weblog to present your idea and get feedback from others; learn from the expertise and experience of others who blog

Organize your work, plan next steps, and easily tap

your expanding professional network to help execute your everyday deliverables, faster

Activities

Create, find, join, and work with communities of people who share a

common interest, responsibility, or area

of expertise

Home

Wikis

Provide a place for groups of

people to jointly create and

maintain content through

contribution and collaboration.

FilesShare your files with

your colleagues. Everyone can store,

share, and collaborate on files.

Save, organize and share bookmarks;

discover bookmarks that have been

qualified by others with similar interests &

expertise

Blogs

Communities

Bookmarks

Profiles

Example: IBM Lotus Connections to find people and information


Finding, sharing expertise


Finding, sharing information


Building networks through your work


Gaining insight from activity in the network


Example: Finding connections through social network analysis

find expertise in your extended network

organizational social network analysis tool

SmallBlue Find

SmallBlue Net

SmallBlue automates expertise mining and social network analysis to identify experts and the shortest paths to reach them

http://smallblue.research.ibm.com/

Is this the ‘best’ person to approach and how?

SmallBlue Reach


Organizational analysis using visualization

Independent experts on healthcare

A cluster of healthcare

experts

How are company’s top healthcare experts link with each other? Who are the key bridges? Who are the social hubs?


Example: Sharing expertise with customers & partners on ibm.com

Lotus Connections implementations

https://www-950.ibm.com/communities/

https://www.ibm.com/developerworks/mydeveloperworks/


Example: Collaborative services on the web, including meetings


Aggregation of capabilities to achieve business value

Benefit Areas & Value Propositions

ROI

Email

IM, Presence &

Web Meetings

SocialSoftware

Processes,Repositories& Systems

Benefit Areas & Value Propositions

ROI

Email

IM, Presence &

Web Meetings

SocialSoftware


ROI

Email

IM, Presence &

Web Meetings

SocialSoftware


ROIROI

Email

IM, Presence &

Web Meetings

SocialSoftware


Email

IM, Presence &

Web Meetings

SocialSoftware


Email

IM, Presence &

Web Meetings

SocialSoftware



Brazil

An oversight in a planned install for 140K was solved by going into a community and posting. In 15 minutes, they had multiple feasible workarounds from around the world and the deal closed successfully.

DEAL SAVED

Canada

Posted on his Connections Wall that he was having trouble with a client. A senior exec saw the message and stepped in to help. By the end of the quarter, the deal was secured.

DEAL CLOSED QUICKER

US

Usability and performance of an old Web meeting tool reflected poorly on his team. Switching to LotusLive has improved satisfaction and attendee rates both within the team and with clients.

“We could not do what we do without LotusLive. It’s mission critical technology for our team and peer teams.”

INCREASE CUSTOMER SATISFACTION & TEAM PRODUCTIVITY

France

Client asked about an HR topic; Pierre used LC-Profiles to find a colleague-of-a-colleague. The client was impressed by the answer, and more impressed how quickly the expert was found in a huge enterprise.

DEAL CLOSED QUICKER

Success stories / ROI : Software sales


Brazil Starting at project conception, team uses social tools

to ‘mash-up’ input from multiple stakeholders. Now the project status, documentation, and expectations are always available and centralized.

INCREASED TEAM PRODUCTIVITY

Switzerland

Team now organizes all RFP construction with Connections Activities. When bringing together experts for short-term work, it is easy for them to get up-to-speed quickly. All information is at the team's fingertips for addressing customer CritSits.

INCREASED CUSTOMER SATISFACTION

Japan

Team needed a channel to easily share and update content, as well as manage sales opportunities and technical assessments. Using an internal community as a landing point, and an external community with clients, they now stay organized, visible, and can easily receive feedback and input from clients and SMEs.


Success stories / ROI : Software technical sales

US

If a presentation really resonates with a customer, the manager and her team post it and blog about the success of using it. Others can then leverage the material. Since the team subscribes to each other, they can easily find and share information.



IBM social software benefits acknowledged by % of survey respondents

87%

84%

84%

77%

74%

42%

60%

65%

65%

0% 20% 40% 60% 80% 100%

Increased skills

Accessed experts quicker

Shared know ledge w ith others

Reused assets

Increased productivity

Improved personal reputation

Increased sense of belonging

Increased sales

Improved customer satisfaction

Word of Mouth, #1 Influencer in Business Purchasing Behavior

Impact of social collaboration

*Source: IBM Community of Practice Business Impact Survey completed by approximately 2,300 respondents.


● IBM - MIT Research study: 2600 IBM Global Business Services consultants over 2 years, 10K consulting projects

● Among the findings - – Network size is positively correlated with performance

● Each person in your email address book at work is associated with $948 dollars in annual revenue

– Structural diverse networks with many holes are associated with higher performance

● Make sure your friends do not all belong to the same social groups

http://smallblue.research.ibm.com/projects/snvalue/

What's a friend worth?


Online meetings to reduce travel and improve productivity


Key supporting elements – corporate wide

Social software adoption program

Governance policy

Culture of participation


● Worldwide program to help individuals and teams adopt social software

● Objective: achieve business value – Productivity, relationships,

efficiency● Focus on client-facing teams ● Implementation inside and outside

the firewall

Driving social software adoption at IBM


Types of adoption● Individual

– Bottoms up as well as tops down

– Direct enablement (web / podcast / communications)● Team

– Targeted outreach to specific roles

– “JumpStart” consulting program● Community

– Education - usage and benefits

– Participation in the community

– Mentor “Community of Community Leaders”● Executives

– Executive “Social Computing Reverse Mentoring”

...in 50 Countries

...from every IBM Business Unit

1200+ BlueIQ Ambassadors...


Social software adoption in IBM● Profiles: 614k profiles; 1m+

searches per week

● Communities: 4,199 public, 7,410 private online communities with 222k members

● WikiCentral: 34k wikis with 471k unique readers

● Blogs: 79k users; 162k entries

● Bookmarks: 924k bookmarks; 2.4m tags; 24k users

● Activities: 105k activities, 1.2m entries; 169k users

● Instant Messaging: 12m per day


Governance● Corporate guidance

– In collaboration with legal and exec sponsors, build corporate policies with constituencies

● Individual responsibility

– IBM Business Conduct Guidelines– IBM Social Computing Guidelines

● No anonymous contributions– Accountability and responsibility

http://www.ibm.com/investor/governance/business-conduct-guidelines.wsshttp://www.ibm.com/blogs/zz/en/guidelines.html


● Reasons to participate – Responsible engagement in innovation and

dialogue: to learn, to contribute– IBM's brand is best represented by its

people ● Rules of the road

– Be professional - Business Conduct Guidelines, IBM Values

– Speak for yourself, not IBM – Respect copyrights, laws, and other people– Add value

IBM Social Computing Guidelines


Virtual relationships can improve productivity

and virtual teams can accelerate innovation

... when the focus is business value


Jeanne [email protected]

Business Value from Social Networking: Innovation ... · individuals and teams adopt social software Objective: achieve business value – Productivity, relationships, efficiency

Documents