My presentation for the PRSA Digital Summit, May 1, 2009

1. The Experiment is Over
PRSA Digital Summit, May 1, 2009
Adam Christensen
IBM Corporation

2. Twitter: @adamclyde
This presentation:
http://www.slideshare.net/adamclyde

3. Some observations

4. Social Media
*
(0) Value
Fail

5. Social Media
*
x (Value)
y (Success)
(where x is unknown)

6. Social Media
*
X (Value)
X (Success)
(Where X is known variable)

7. business model
corporate culture∫Value ( )

8. Communications
1.0 2.0
PR & Marketing
Media Outlets
Stakeholders
PR & Marketing
Media Outlets
Stakeholders

9. 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

10. Underlying foundations
IBM Values Social Computing
Guidelines
The Authentic
Enterprise

11. Empower
everyone.
Trust
employees…
they are the
brand

12. Current picture of IBM & social media
1,000,000 daily
wiki page views
60,000
socially networked
16,000
Internal blogs
8,500,000
Downloads
1,000+
250,000
70,000+
40,000+
1,000s
Internal External

13. 150,000
people
46,000
ideas
10
New Businesses
$100 million
Invested

14. Real-time
Translation
Simplified
Business
Engines
Intelligent
Utilities
3D Internet “Digital Me”
Big Green
Innovations
Branchless
Banking for
Masses
Smart
Healthcare
Payment
Intelligent
Transportation
Electronic
Health
Records

15. A Smarter Planet
Instrumented
Interconnected
Intelligent

16. 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

17. Recap
Social media v. corporate culture
= fail
Social media – defined value
= ?success
Social media as function of business model
= success

18. Stay connected
Twitter:
http://twitter.com/adamclyde
LinkedIn: http://www.linkedin.com
/in/adamchristensen