Mu Prsm Summit Blair Ibm April 2010

From Experimentation to Implementation:

IBM's Communications Evolution

Tim BlairIBMPRSMSummitApril 8, 2010

Communications1.0

PR & Marketing

Media Outlets

Stakeholders

PR & Marketing

Media Outlets

Stakeholders

2.0

Social Media *

(0) Value

Fail

Social Media*

X (Value)

X (Success)

(Where X is known variable)

business modelcorporate culture∫Social Media

Value ( )

Background: Why social media at IBM?

• 400,000 employees

• 170 countries

• B2B, Not consumer

• Knowledge-based business

• Value– To flatten

organization– To learn– To influence

• Culture– Collaborative– Progressive– Conservative– Risk averse

IBM’s strategic approach

To expose IBM’s employees and their expertise so they can learn, lead and collaborate.

• Decentralized approach• Deemphasized corporate presence• Emphasized individual participation

Empower everyone.

Trust employees… they are the brand

Underlying foundations

The AuthenticEnterprise

IBM Values Social ComputingGuidelines

Current picture of IBM & Social media

• Blogs - 17,000 blogs

• Beehive – 60K members

• WikiCentral –1M daily page views

• InnovationJam – 4 Jams, 500,000 participants

• Media Library – 9M downloads

52,000+

198,000+

75,000+

40,000+

3,000+

150,000 people

46,000ideas

10New Businesses

$100 millionInvested

Real-time Translation

Simplified Business Engines

Intelligent Utilities

3D Internet “Digital Me”

Big Green Innovations

Branchless Banking for

Masses

Smart Healthcare Payment Systems

Intelligent Transportation

Electronic Health

Records

A Smarter Planet

Instrumented

Interconnected

Intelligent

Smarter Energy

Smarter Water

Smarter Healthcare

Smarter Traffic

Intelligent Utility Networks

Big Green Innovations

Smart Healthcare Payment Systems

Intelligent Transportation

Systems

Electronic Health Record System

A Smarter Planet

• Create a new market category• Define a client need• IBM growth play

Business Analytics and OptimizationLaunch strategy

• Traditional media remained vital• ‘Till the soil’• Identify key influencers• Identify existing communities• Encourage live blogging/tweeting• Go vertical

Business Analytics & Optimization: Launch Day

Live updates via Twitter by IBMers, journalists & bloggers

500+ followers, 110 updates, hundreds of additional

replies & retweets

Top 5 Google search result on “IBM business analytics”

Lead gen: several biz dev, job, internship inquiries

Twitter

45,000 total views, 134,000 viewer minutes

Launch video also running on YouTube, Greater

IBM, Smarter Planet & HealthNex blogs

Rebroadcast of launch event highlights

Future platform for live events, webcasts, video

panels

GBS Video Studio

IBM Roars into Business Consulting

By Steve Hamm

April 16, 2009

In IBM's biggest foray in business consulting since it acquired PricewaterhouseCoopers Consulting in 2002, the company announced on Apr. 14 that it is setting up a 4,000-person organization focused on helping corporations analyze data better and make smarter decisions. The consultants will mine IBM's research and software divisions for innovations. They'll also incorporate products from other companies.

Its new 4,000-strong Business Analytics & Optimization Services will mine IBM's research and software divisions for innovations

IBM Deploys Analytics for a ‘Smarter Planet’

By G. Ananthakrishnan

November 30, 2009

CREATING GREATER VALUE: The control room of the city-wide intelligent security system developed by IBM for the City of Chicago Office of Emergency Management and Communications (OEMC).

With about two lakh servers that it manages worldwide and an ever-growing stream of data from various sources, IBM is developing its strengths in Business Analytics and Optimisation (BAO) to create a `smarter planet'. The IT giant is helping companies and governments tread the green path using sensors and monitoring systems for rivers, water pipelines, electricity grids and road traffic.

"Smarter Planet is an initiative that is based on

IBM Sees Analytics Growth Rise, Starting Next Year

August 13, 2009

* IBM sees analytics growing 15-20 pct from 2010* IBM sees analytics sales topping $2 bln from 2010• Wins defense contract (Adds comments by executive, details on defense contract)

NEW YORK, Aug 13 (Reuters) - IBM said on Thursday it expects revenue at its analytics business to grow by around 15 to 20 percent from next year on, as the fledgling unit wins more contracts.

International Business Machines Corp said the analytics business, which helps clients plot trends,

BAO Wow – Why Big Companies are Putting Big Bets on Business Analytics and Optimization

By Ed Sperling

November 12, 2009

It may sound like just another buzzword. Business process engineering was followed by business process re-engineering. Now it's all about extracting information from all the money spent on the first two. And it means even more money to the big consulting guys.

Business Analytics & Optimization: Traditional Media

Business Analytics & Optimization: Social Media

New Social Media Video Channel devoted to analytics resulting in nearly 600K viewer minutes

Social Media Highlights: Syndication & Social Distribution

Via Widgets Into Blogging Communities

Smarter Planet Network: Syndicated into Eight Languages

By Languages With Social Media Aggregators

New Intelligence for a Smarter Planet

Semantic Web Service: Collect, share links, articles, video, etc.

business modelcorporate culture∫Strategy ( )

IBM Values

•Dedication to every client's success•Innovation that matters, for our company and for the world•Trust and personal responsibility in all relationships

• Cracked sidewalks

"My rule was I wouldn't recruit a kid if he had grass in front of his house.That's not my world. My world was a cracked sidewalk." —Al McGuire

"My rule was I wouldn't recruit a kid if he had grass in front of his house.That's not my world. My world was a cracked sidewalk." —Al McGuire

Stay in touch

Twitter: @timothyblairLinkedIn: in/timothyblairWeb: crackedsidewalks.comTwitter: @crackedsidewlks