Enterprise Social Media
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An IBM case-study about how IBM engaged and adopted social media in all possible ways.
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Enterprise Social Media
- 1. Enterprise Social Media An IBM Case-Study David Zaki
- 2. Agenda 1. Pre-cautions 2. IBM’s Social Media Strategy 3. Insights into IBM’s Social Media 4. The Payoff and Smarter Planet 5. On the ROI of social media
- 3. Pre-cautions 1. This case-study is a success story. 2. I don’t know how many times they faced problems before reaching this state. 3. Sorry, but don’t expect an exciting story behind how IBM became that successful BUT… There must be a reason for choosing this case-study other than the final exam J
- 4. IBM’s Social Media Strategy “We don’t have a corporate blog or Twitter ID because we want the ‘IBMers’ to be the corporate blog and Twitter ID” ~ Adam Christensen, Social Media Communications Manager at IBM corporation
- 5. IBM’s Social Media Strategy Strategy: Decentralized social media approach. Rules: “Employees are responsible for what they create and prohibit release of proprietary information”
- 6. Social Media Status • No Corporate blog or twitter ID • 17,000 internal blogs • 100,000 employees using internal blogs • 53,000 members on SocialBlue (like Facebook for employees) • A few thousand “IBMers” on Twitter
- 7. Social Media Status • Thousands of external bloggers, • Almost 200,000 on LinkedIn • As many as 500,000 participants in company crowd-sourcing “jams” • 50,000 in alum networks on Facebook and LinkedIn
- 8. People at IBM understood what social media is all about… “Power to the PEOPLE” But the story did not end…
- 9. Smarter Planet • In 2003 IBM conducted it’s first “jam” • JAM: gathering IBM’s employees, families and friends for 3 straight days in an online forum to discuss IBM’s next investment • From 50 research projects, people had to vote for 10. • Then they voted for “Smarter Planet”
- 10. Smarter Planet • IBM invested $ 100 million in the “Smarter Planet” project. • All from the votes of “PEOPLE” • Smarter Planet: is a research project that looks in problems like smarter public transportation, smarter health care systems, how to solve the rush hour problem.
- 11. The Payoff • $ 12.3 Billion in earnings • $ 100 Billion in revenue • 44.1 % gross profit margin
- 12. ROI of Social Media • Until now there is no direct ROI for Social Media. • It’s a change in the world we are living in. • You either accept the change or lose the game. • No hard figures but necessary for surviving and thriving in a new reality. • IBM changed it’s core values and investments based on the new social world.
- 13. Take Away.. • Understand the change. • Accept the change. • Act accordingly. • Social Media is about PEOPLE. • Don’t put rules if you want to play Social Media. • No direct ROI but necessary for surviving.
- 14. Questions… Thank you…