This document is a presentation in Portuguese by Flávio Mendes from IBM about social business. It discusses how social media and networks are changing business models, gives examples of how companies like CEMEX and United have incorporated social media, and outlines IBM's social intranet platform. It also analyzes social media sentiment during a Brazil vs. England soccer match.

1. © 2013 IBM Corporation
IBM Social Media Analysis
Flávio Mendes
IBM Latin America Social Business & Collaboration
Blog: Explora! fgfmendes.blogspot.com
Twitter: @fmendes
LinkedIn: br.linkedin.com/in/flaviomendes/

2. © 2013 IBM Corporation
IBM Social Business
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Link para o video
(http://www.youtube.com/watch?v=b7IvNyLvizQ )

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IBM Social Business
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Parte 1 – Social Business

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IBM Social Business
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A quinta era de TI:
Social Business
Anos 60
O Mainframe
Anos 70
Mini
Computadores
Anos 80
Computadores
Pessoais
Anos 90
Redes Locais
2000
Redes Sociais
Computação em Nuvem
Mobilidade
Big Data

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IBM Social Business
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“Muitas empresas estão morrendo
não porque façam coisas erradas,
mas porque elas continuam
fazendo a coisa certa
por um tempo longo demais”
Prof. Yves Doz, do Insead, França
não porque façam coisas erradas

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IBM Social Business
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IBM Social Business
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Balança em exibição na IBM
Palisades Executive
Conference Center
O IBM Watson, um sistema
computacional que utiliza poderosos
recursos para análise de perguntas e
respostas em linguagem natural

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IBM Social Business
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IBM Social Business
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IBM Social Business
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IBM Social Business
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IBM Social Business
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IBM Social Business
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Link para o video
(http://www.youtube.com/watch?v=5YGc4zOqozo)

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IBM Social Business
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IBM Social Business
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• The YouTube video was posted on July 6, 2009. The video garnered over half a million hits by July
9, million by mid-August 2009, and 10 million by February 2011.
• Rob Bradford, United's managing director of customer solutions, telephoned Carroll to apologize for
the foul-up and to ask if the carrier could use the video internally for training. United mentioned it
hoped to learn from the incident, and to change its customer service policy as a result of the incident.
• Bob Taylor, owner of Taylor Guitars, immediately offered Carroll two guitars and other props for his
second video.The song hit number one on the iTunes Music Store the week following its release.
• Since the incident, Carroll has been in great demand as a speaker on customer service. On one of
his trips as a speaker, United Airlines lost his luggage.
• In December 2009, Time magazine named "United Breaks Guitars" No. 7 on its list of the Top 10 Viral
Videos of 2009.
• In January 2012, Carroll and "United Breaks Guitars" were featured in the CBC/CNBC documentary
Customer (Dis)Service.
• In May 2012, Carroll published a book, United Breaks Guitars: The Power of One Voice in the Age of
Social Media, detailing his experiences.
• In January 2013, the success of Carroll's online protest was used by the German television and news
service Tagesschau to exemplify a new kind of threat facing corporations in the internet age.
• Stock price effect: Within 4 days of the video being posted online, United Airline's stock price fell 10%,
costing stockholders about $180 million in value.
• However, other analysts have questioned whether this price drop can be directly linked to the video;
they note that some other airlines (American, Continental, Delta, and Southwest) also had drops in
their stock price on that date, and that United stock had been on a roller coaster all that quarter,
including some days with drops greater than 10% in value. Additionally, since the video was posted on
July 6, the cumulative stock price drop was only 2% (from 3.34 to 3.26). According to UAL's stock
prices, the stock started the year at $11.87, but dropped to a low of $3.94 on March 6. On July 2, UAL
traded at $3.31 and $4.12 on July 31, growing by 24% for the month. It traded $12.91 by Dec 31,
2009, up 390% since July 2.

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IBM Social Business
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Link para o video
(http://www.youtube.com/watch?v=oc_ZhdAJyOE)

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IBM Social Business
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IBM Social Business
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Small World – Uma visualização gráfica de minha rede Facebook
Utilizando Gephi 0.8.2

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IBM Social Business
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Small World – Uma visualização gráfica de minha rede Facebook

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IBM Social Business
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Parte 2 – A Cemex

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IBM Social Business
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• Vendas no ano de 2011: US$15.1 bilhões, EBITDA 2011 US$2.3 bilhões
• Está entre os líderes em cada uma de suas unidades de negócio
– Cimentos, Agregados e Concreto pré-preparado
• Presente em mais de 50 países (Americas, Europa, África, Oriente Médio e
Ásia)
• Relações comerciais em mais de 100 países e um dos líderes mundiais no
comércio de cimento e clinker
• Cerca de 42 mil funcionários em todo o mundo
CEMEX, líder global em materiais para construção

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IBM Social Business
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Uma empresa verticalmente integrada
• Fornecem cimento, concreto pre-preparado e agregados assim como outros
materiais e serviços para construção
Clay
Iron ore
Limestone
Outros materiais
cimentosos
Clinker
Gypsum
Sand
Gravel
Water
Cimento Concreto
pre-preparado
Agregados

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IBM Social Business
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“Geração Y”
De 14 a 26 anos
Trabalho em Grupo,
foco em realizações,
uso intensivo de
tecnologia
Relacionamentos
com um significado
“Pre Baby Boomers”
De 64 a 78 anos
Esforço, lealdade e
tradição – orientada a
valores
Economia para
buscar a riquesa e o
bem estar
“Baby Boomers”
De 45 a 63 anos
Foco no trabalho,
independência e
competitividade
Compradores e
investidores
“Geração X”
De 27 a 44 anos
Individualista, flexível,
adepto ao uso de
tecnologia
Equilíbrio entre
Trabalho e Família
Diferentes gerações convivendo para gerar mais valor…
A idade média dos funcionários da CEMEX é 39 anos
A mediana está entre as idades de 27 e 34 (32% da população)

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IBM Social Business
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Inovação é o resultado da adoção de novos hábitos…
OrganizarPriorizar
PotencialDecidir
Articular
Seguir Propósit
o
Detalhes
Discutir
Promove
r
Adotar
Executar Invite
Documenta
r
Compartil
har
Communicat
e
Oportunidades
Idéias
Cenários
Objetivos
Planos
Lições
aprendidas
Resultados

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IBM Social Business
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IBM Social Business
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O cronograma do Projeto Shift

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IBM Social Business
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1
4
5
6
7 8 2
3
Redes Internas suportadas pelo projeto em Set/2010
1,311 participantes únicos em iniciativas Globais
Improve Clinker Factor Reduction (523)
Alternative fuels and biomass (494)
Promote Development & Sales of New RM Products (266)
Construction: 21st Century (319)
Infrastructure Projects (391)
Value Propositions Aligned to Market Needs (188)
4,364 outros participantes únicos (locais)
Concretos & Agregados Centroamerica (288)
Seguridad en las Operaciones (872)
Legacy (774)
CSS Budapest (192)
Mexico – Administracion Comercial (219)
USA – User Community Business Finance (120)
USA – User Community Logistics (96)
Mexico Innovation at the VP Commercial (147)
1
2
4
5
6
7
8
3

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IBM Social Business
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1
2
3
4
5
6
7
8
1
2
4
5
6
7
8
3
1,663 participantes únicos em iniciativas Globais
Improve Clinker Factor Reduction (555)
Alternative fuels and biomass (506)
Promote Development & Sales of New RM Products (320)
Construction: 21st Century (384)
Infrastructure Projects (415)
Value Propositions Aligned to Market Needs (237)
9,788 outros participantes únicos (locais)
SAP Mexico Community (2,319)
Seguridad en las Operaciones de Cemento Mexico y SAC
(905)
LEGACY (883)
PLAN DE COMPENSACIÓN FLEXIBLE (611)
Concretos & Agregados Centroamérica (288)
PLAN DE FORMACIÓN INTERNA (236)
MEXICO - Administración Comercial (219)
Soporte SAP Consultores Jr. (214)
Dec, 2011Dec, 2011
Redes Internas suportadas pelo projeto em Dez/2011

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IBM Social Business
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1,700 participantes únicos em iniciativas Globais
11,000 outros participantes em iniciativas locais
participando de mais de 400 comunidades
SAP Mexico Community (2,336)
Legacy Process Community at Mexico (929)
Security Process at Mexico (919)
SAP Support (216)
CSS Budapest (196)
Corporate Areas communities (+400)
Compensation & performance communities (+600)
Communities for Commercial at Mexico (+300)
Communities for Commercial at France (+200)
SAP Users communities at USA (+600)
1
2
3
4
11
2233
44 55
5
AA
BB
A
B
Redes Internas suportadas pelo projeto em Jun/2012

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IBM Social Business
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Parte 3 – IBM Social Intranet

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IBM Social Business
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2013+
A evolução da Intranet em uma Intranet Social
Consumo Participação

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IBM Social Business
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Collaboração SocialCollaboração Social
Files Wikis Blogs
Forums Activities Communities
Profiles

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IBM Social Business
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IBM Social Business
Parte 4 – Ei! Treinadores

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IBM Social Business
Ei! 190 milhões de treinadores
• 300 mil tweets nos jogos da fase eliminatória
• 1,5 milhão de tweets na final
• 6 mil tweets por minuto
• Processamento em tempo real
• Suporte integral à lingua portuguesa

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IBM Social Business
Ei! 190 milhões de treinadores

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IBM Social Business
Ei! 190 milhões de treinadores

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IBM Social Business
Ei! 190 milhões de treinadores

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IBM Social Business
Ei! 190 milhões de treinadores

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IBM Social Business
Análise de Brasil 2x2 Inglaterra (amistoso)
BRA-ING
Dia: 02 Jun 2013 Hora início: 15:00:00
Tweets capturados: 461887 em 50 lotes (222 minutos)
1o tweet: 2013-06-02 14:42:30.0
Último tweet: 2013-06-02 18:25:00.0
Média de tweets/minuto: 2081
1st
half 2nd
half
1x0
1x2
2x2

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IBM Social Business
Pré-jogo
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IBM Social Business
Pré-jogo – Positive Coterms trends
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Vamos:torcer
Ver:jogo
Vamos:país
Torcer:inglaterra

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IBM Social Business
Pré-jogo – Negative Coterms trends
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Vamos:perder
Ver:jogo
Torcer:contra
Contra:inglaterra
Torcer:Inglaterra
Vamos:ver
Vamos:jogo

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IBM Social Business
1o Tempo
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IBM Social Business
1o Tempo – Negative Trends
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Neymar
Hulk
Seleção

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IBM Social Business
1o Tempo – Positive Trends
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Seleção
Hulk
Paulinho
Tiago Silva
Oscar
Naymar Lucas

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IBM Social Business
Intervalo
51

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IBM Social Business
2o Tempo
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IBM Social Business
2o Tempo – Negative Trends
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Neymar
Hulk
Seleção
Paulinho
Oscar
Fred
Felipão

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IBM Social Business
2o Tempo – Positive Trends
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Seleção
Hulk
Tiago Silva
Oscar
Neymar
Fred
Hernanes

55. © 2013 IBM Corporation
IBM Social Business
Flávio Mendes
IBM Latin America
Portal and Social Business
Tiger Team Leader
Rio de Janeiro - Brasil
Tel 55 21 9999-9559
Email: fmendes@br.ibm.com
Blog:fgfmendes.blogspot.com
fmendes@br.ibm.com
@fmendes
fgfmendes.blogspot.com

56. © 2013 IBM Corporation
IBM Social Business
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