Social Business & Innovation in IBM - CBS 2016

© 2013 IBM Corporation© 2016 IBM Corporation
Social Business and
Innovation in IBM
Anders Quitzau, Innovation Executive
1
Copenhagen Business School 2016
AndersQuitzauIbm

© 2016 IBM Corporation
Social Media & Innovation
IBM’s definition of innovation
§ Intersection of invention and insight
§ Creates value
§ Holistic view
– Business model
– Products & services
– Operations
3

4
Generational shifts unleash different work styles
New generation
(born after 1980)
Mid- career workers
(Age 35 – 50)
Older workers
(Age 50 +)
growing as % of workforce
ngg
shrinking as % of workforcegrowing as % of workforce
wisdom and intellectual
capital of the organization
essential professionals
and middle managers
critical to long-term viability
and innovation
social networkingemail instant messaging
shrinking as % of workforcegrowing as % of workforce
wisdom and intellectual
capital of the organization
essential professionals
and middle managers
critical to long-term viability
and innovation

5

What is your definition of a social business? Is IBM a social
business?
§ IBM’s social initiatives started over a decade ago
§ Dates back to the 1970’s when IBM’s mainframe programmers started online
discussion forums on the System 370 consoles.
§ IBM employees have used social software to foster collaboration among IBM’s
dispersed 400,000+ person global team
§ In late 2007, IBM opened the IBM Center for Social Software to help IBM’s global
network of Researchers collaborate with corporate residents, university students
and faculty.

« A Social Business is a business
that embeds «social» in all of its processes,
connecting people to people, people to information,
and data to insight.
It is a company that engages its employees and
clients in a two-way dialogue with social tools, is
transparent in sharing its expertise beyond its four
walls, and is nimble in its use of insights to change
on a dime.
It is different from social media, in that social media
primarily address or focus on marketing and
public relations.»
- Sandy Carter, Get Bold
8
From Social Media to Social Business

How IBM uses Social Media to nurture innovative employees
§ IBM is #2 on Business Week‘s best global brands list using Social Media
§ We don’t have a corporate blog or a corporate Twitter ID because we want the
‘IBMers in aggregate to be the corporate blog and the corporate Twitter ID.
§ We represent our brand online the way it always has been, which is
employees first. Our brand is largely shaped by the interactions that they have
with customers.
§ We don’t police.

IBM Social Business – Understand the benefits

We connect our external development partners through social
media

Innovation is about people – Getting ideas on the table – and
implementing the best

16

Ideas source:
Internal, partners and customers
Weekstomonths
Breadth
Today – As is
Service Service Service
Our philosophy of innovation is: Fail many, but fail cheap
- A new paradigme in innovation enabled by Web 2.0:
Yesterday – as was
idea
Service
18monthsto2years
Ideas source:
Internal
§Use of exposed
common capabilities to
enable rapid service
assembly
2
§Larger variety of
compelling offerings to
offer customers
3
idea idea
idea
idea
idea idea
idea
idea
ideaidea
idea
idea idea ideaidea
idea
§Ideation and Product
Inception from the
expanding source for
innovation
§Use Collaborative tools
to solicit interactive
feedback.
1
§Limited
community to
foster new
innovation
§Little user
interaction and
market feedback
§Service silos
§Limited reuse
§“Build it and
they will
come”
approach
17

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Idea management models

Front end innovation as a dynamic, core discipline at IBMINSIDEOUTSI
DE
Partners
Clients
Internal
Stakeholders
IBV & CAI
studies
Global
Technology
Outlook
FOAK
Mobilize Interest,
Collaborate
Mobilize Interest,
Collaborate
Incubate, Prototype
and Validate
Identity
Challenges/Creat
e Ideas
Implement, Take
to Market
IBM Lines of
Business
19

21
Communities
IBM hosts over 85,177 online communities, each with shared resources and discussions.
More than 38,422 are private [restricted] communities.
Blogs
IBM’s blogging platforms host 42,929 blogs, 303,296 entries with 106,736 users and
84,439 tags.
Bookmarks
IBM’s internal social bookmarking system has 1,370,336 total bookmarks with 3,908,271
tags and with 76% of them publicly shared.
Activities
IBM’s internal Activities service contains 259,013 unique activities with 4,169,728 entries
and with 556,429 registered, 'distinct', members.
IBM’s internal Profiles hold over 635,000 entries* & serves over 4 million searches
per month. It’s the hub of user requests & all applications authentication for IBM.
Files
IBM’s internal social file sharing & storage service contains 581,081 files, shared 1,501,706
times with 338,903 files added to folders [collections].
Wikis
IBM’s internal Connections Wiki platform hosts 672,968 pages viewed 42,993,500 times.
Social Business Initiatives - IBM Connections

IBM management are thinking out loud and together with all
IBMers

23

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IBM Connections for idea generation

25
Personal Profile

27

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© 2016 International Business Machines Corporation
Cognitive Build
Including IBMers all over the world in the cognitive journey
IBMers took part
275.000
Cognitive ideas submitted
2.704
• Every IBMer was given $2.000
dollars to invest
• $1 mio awarded to the finalists

Cognitive Build
Some of the finalists

Watson Engagement
Advisor
Watson Engagement Advisor announced
Cross-industry and cross-geography play
First Two Commercial
Offerings
First 2 healthcare products announced
with MSK and WellPoint
Watson Ecosystem
Watson Ecosystem announced
Watson Healthcare Offering
Expert Oncology Advisor
EMR assistant
Watson Clinical Trials Matching
Watson Paths
New Watson Offerings
Watson Explorer, Watson Discovery Advisor
Watson Analytics, Watson Curator
IBM Watson: From Grand Challenge through
Innovation to solutions – like a startup
Acquisitions / investments
Cognea acq.
3 Venture investments
2011 2012 2013 2014 2015
IBM Watson Healthcare Group
HQ in Cambridge MA
Watson Healthcare Cloud
Acquired Merge HC, explorys & Phytel
Watson Cognitive
Business Solutions
Consulting practice, +2000
consultants
Watson Developer Cloud
Today with 28 cognitive services APIs
Watson in Silicon Valley
Innovation Center, start-ups
garage
Global, cross industry
customer engagements
6 continents, 36 countries, 20
industries, 1000’s of partners

The Ecosystem: Delivering the cognitive experience to the
masses
million equity
investments
subject matter experts
34
Watson
Developer
Cloud
Watson
Content
Store
Watson
Talent
Hub
+ +
Tools and APIs enabling
ISVs with self-service
training, development, and
testing of their cognitive
application.
Brings together sources of free
and for-fee data, including
general knowledge, industry-
specific content, and subject
matter expertise to help power
Powered by Watson apps.
Helps to bridge ISVs’ resource
gaps by providing a marketplace
for skills like linguistics, natural
language processing, machine
learning, user experience
design, and analytics.
engaged innovators
6000 +

What Works: IBM’s Culture for Social Media Innovation
Stand back
§ Have guidelines, but don’t police from above. Employees tend to self-regulate.
Involve employees in Social Media planning
§ Let employees write the guidelines and they’ll feel empowered.
Give them the tools—and a green light
§ Not every company can create their own tools. Look for powerful social media tools
and encourage employees to use them to do their jobs better.
Use crowd-sourcing
§ Bring together employees, clients, partners and friends for powerful idea-sharing.

36
Questions?

Social Business & Innovation in IBM - CBS 2016

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Social Business & Innovation in IBM - CBS 2016