Legal Marketing Association Conference

© 2009 IBM Corporation

Social Media in the Legal Frontier and Beyond

Jennifer Okimoto – Associate Partner

14 September 2009


The Changing Nature of Work

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The evolving Web platform allows employees to work, connect, collaborate and manage knowledge in entirely new ways

Web 2.0 is about connecting people, and making technology efficient for people.

Web 1.0 was about connecting computers and making technology more efficient for computers.

Web 2.0 changes the way in which organizations interact with customers and employees

Is about communities and social networks

Builds contextual relationships and facilitates knowledge sharing

Is about people and the way they collaborate

It is not a technology, not an industry, not a standard

Key Characteristics



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There are critical success factors for using social media within and outside an enterprise

Critical Success Factors SeekersI need someone

ContributorsI am someone

Awareness How do I know who is out there? How can I become more known?

Competence (Trust) Is this person competent? How can I advertise my expertise?

Benevolence (Trust) Will this person help me? How can I develop my reputation as a trusted partner?

Motivation Am I motivated to work with this person?

Why will I cooperate with this person?

Access How do I approach this person? Do I want to be approached?

Skills Does the team have the skills necessary to collaborate effectively? (e.g. technical, communication, people, business, etc)

Mechanism Do we have a method to collaborate?

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To what extent do these characteristics exist within your organization or your clients’ organizations?

To what extent do these characteristics exist within your organization or your clients’ organizations?



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Traditional

As new sources and methods to work, share knowledge and learn appear, none of the old disappear

Time

Email Communities Websites and

portals Online presence

and instant messaging

Team rooms Forums Web conferencing Expertise profiles

Memos Telephone Newsletters Books and journals Data, information &

docs in shared drives or databases

Taxonomies Directories Classrooms ConferencesPrivate

Public

Organizations are considering how they will shift from private and controlled environments to public and dynamic collaboration across multiple platforms

Telepresence 3D Internet Gaming Virtual Worlds Simulated and

Immersive Environments

Information Mining and Analytics

Work1.0 Work2.0 Beyond

Platform across the enterprise and beyond

Social spaces and networks

Feeds and subscriptions

Widgets Mashups Social software:

Blogs & Wikis Social bookmarks Tags & clouds Voting Pod & videocasts Media sharing Microblogging



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To learn: As an innovation-based company, we believe in the importance of open exchange and learning – between IBM and its clients, and among the many constituents of our emerging business and societal ecosystem.

To contribute: IBM – as a business, as an innovator and as a corporate citizen – makes important contributions to the world, to the future of business and technology, and to public dialogue on a broad range of societal issues. As our business activities increasingly focus on the provision of transformational insight and high-value innovation – whether to business clients or those in the public, educational or health sectors – it becomes increasingly important for IBM and IBMers to share with the world the exciting things we’re learning and doing, and to learn from others.



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http://www.ibm.com/blogs/zz/en/guidelines.html



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CEOs – Top sources of new ideas and innovation

Employees

Business Partners

Customers directly

Consultants

Competitors

Associations

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

IBM Institute for Business Value, CEO Study 2006



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I encourage you to participate…join the conversation…jump in FEET FIRST

1. Google yourself and your colleagues

2. Get LinkedIn Set up/update your profile and connect with your clients and

colleagues

3. Twitter Conduct research, follow clients, follow and share trends, keep

people up to date about you

4. Watch YouTube Watch videos about collaboration and social networking (

Common Craft)

5. Blog inside and outside the firewall Go watch this 90 second YouTube video with

Seth Godin and Tom Peters