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IBM Social Business – An Introduction
XM² -Karel de Grote-Hogeschool
Yves Van Seters
Team leader External Communications
IBM Benelux

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Yves Van Seters
•Team Leader Media Relations & External Communications IBM BeNeLux
•17 years of experience in sales, marketing & communications
•Active in Social Media since 2009
• Twitter, Tumblr, Linkedin, Foursquare, Slideshare, Youtube, Google+
• IBM SmartCloud, Connections
•IBM Social Maven

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IBM
•NYSE: IBM
•Hardware, software, services, consultancy
•B2B
•Revenue in 2011: 106.916.000 000 000 USD
•Employees WW: 433.362
Source: IBM annual report 2011: http://ibm.co/TAccAs

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“What does Social means to you?”
“What does Business means to you?”
”What does Social Business means to you”

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Commerce
Collaboration
Communications

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Social Business
Smarter Communications
© 2012 IBM Corporation

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Sales
Leads
Comm’s
Credibility
Social
Engagement
The “New” Comm’s

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Listen
identify
Develop
Share
Generate
•Social
•News
•Customers
•Topics
•Trends
•Content
•Stories
•Credibility
•Leads ($)
•Press
•Social
•Stage

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Trending
Content
• Black-out van elektriciteit gemakkelijker te
voorkomen dan gedacht.
Result

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Trending
Content
• Van Sportanalist naar Sportvoorspeller
Result

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Staged

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TedX Flanders

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Social Business
Smarter Collaboration
© 2012 IBM Corporation

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The Globally Integrated Enterprise
The globally integrated enterprise is a company that
fashions its strategy, its management, and its operations in
pursuit of a new goal: the integration of production and
value delivery worldwide.

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The Social Enterprise: 5 Emerging Trends
1. Social Technology re-shapes Corporate Culture
2. Social Technology is “The New Intranet”
3. Social Standards come to the Enterprise
4. Social Meets Mobile
5. Social Technology drives Business
Source: http://www.slideshare.net/lbenitez/enterprise-social-media-5-emerging-trends

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Trend #2: Social Technology is “The New Intranet”
Source: Informationweek: http://bit.ly/RRgB4i
“… companies are implementing social from the
inside out […] they are testing the waters by
deploying intranet-based social systems. The top
three drivers for such deployments are
1. employee collaboration,
2. efficiency in locating people and resources
3. idea generation”…
It’s no longer about locking content in an email ecosystem

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Why Social ?
Source: http://www.slideshare.net/rhappe/the-2011-state-of-community-management
Social Improves:
•Product Innovation
•Workforce Optimization
•IT Support
•Marketing
•Operations

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Integrated Capabilities of IBM Connections

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Trend #4: Social meets Mobile
Source: Forrester- http://bit.ly/ZaSyS8
“Individual employees are able to
put the latest mobile devices and
apps to productive business use
faster than their employers can. [...]
What it means: Companies have little
control over who uses these.”
Collaborate anytime, anywhere with anyone

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Explosive Mobile growth - BYOD
Source: http://www.gartner.com/it/page.jsp?id=1897514
Source: http://techcrunch.com/2012/02/01/facebook-has-425-million-mobile-monthly-active-users-up-from-350-million-in-september/
Source: http://www.zdnet.com/blog/btl/apple-sold-more-ios-devices-in-2011-than-it-sold-macs-in-28-years/69717
Source: http://mashable.com/2012/02/23/comscore-mobile-study/
• Apple sold more mobile devices in 2011 than Macs in last
28 yrs
• More than 50% of Facebook’s activity is via mobile
• 64.2M use mobile for social networking in the US
• 88% companies report employees use personal devices
• #2 priority for CIO’s in 2012

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Mobile Trends
Source: IBM Tech Trends Report http://ibm.com/developerworks/techtrendsreport

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Social Business
Smarter Commerce
© 2012 IBM Corporation

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Social is a game changer

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Police chiefs fight crime with data
Marketers predict individual behaviors
Farmers track livestock in real time
Doctors deliver personalized prescriptions
Retailers foresee emerging shopping trends
Chief Supply Chain Officers change assortments in seconds
What is the use of Big Data ?
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This is changing
the entire way
products are
sourced,
manufactured and
distributed—and
making business
more complex
than ever
Customer
expectations of
service, price and
delivery are soaring
Customers now have
unlimited access to
information and can
instantly share it
with the world
Social networking and
mobile commerce
have dramatically
changed the dynamic
between buyer and
seller
The age of the empowered customer
250 million
Number of tweets sent
via Twitter each day
75%
Percentage of people who
believe companies don’t tell
the truth in advertisements
$93 billion
Amount in sales missed due
to out of stock inventory
Sources:, Techcrunch Oct 2011, Yankelovich, Evolution of Advertising and Media, 5th Annual Store Systems Study, IHL Group and RIS News, 2008
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Commerce going Social
• Enterprises are increasingly
monitoring social media
• Twitter, Facebook, LinkedIn, Quora, etc
• Provide Customer Support
• Discover New Ideas
• Monitor Competitors

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Analytics make you smarter
• Increasing # of companies leveraging social analytic tools
• Analyze consumer sentiment
• React immediately
• Anticipate customer needs

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Smarter Commerce: Shoes
IBM Social Media Analysis Points to Lower
Heels, Bucking Economic Trend
Usually women’s heels stay high during a downturn; perhaps not this time
An IBM (NYSE: IBM) computer-based
analysis of billions of social media posts
predicts an intriguing change on the
horizon in women’s shoe fashions, with
heel heights– currently in nosebleed
territory – poised to decline. The IBM
project highlights the predictive
capabilities of social media analysis as a
source of valuable insight that can help
drive business strategies and results.

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