The Experiment is Over PRSA Digital Summit, May 1, 2009 Adam Christensen IBM Corporation
Jun 14, 2015
The Experiment is Over
PRSA Digital Summit, May 1, 2009
Adam Christensen
IBM Corporation
Twitter: @adamclyde
This presentation: http://www.slideshare.net/adamclyde
Some observations
Social Media
*
(0) Value
Fail
Social Media
*
x (Value)
y (Success)
(where x is unknown)
Social Media
*
X (Value)
X (Success)
(Where X is known variable)
business model
corporate culture∫Value ( )
Communications1.0 2.0
PR & Marketing
Media Outlets
Stakeholders
PR & Marketing
Media Outlets
Stakeholders
Background: Why social media at IBM?
• 400,000 employees
• 170 countries
• B2B, Not consumer
• Company of “experts”
• Value– To flatten
organization– To learn– To influence
• Culture– Collaborative– Progressive– Risk averse
Underlying foundations
IBM Values Social ComputingGuidelines
The AuthenticEnterprise
Empower everyone.
Trust employees… they are the
brand
Current picture of IBM & social media
1,000,000 dailywiki page views
60,000 socially networked
16,000Internal blogs
8,500,000Downloads
1,000+
250,000
70,000+
40,000+
1,000s
Internal External
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
Recap
Social media v. corporate culture = fail
Social media – defined value = ?success
Social media as function of business model = success
Stay connected
Twitter: http://twitter.com/adamclyde
LinkedIn: http://www.linkedin.com/in/adamchristensen