Social networks are everywhere. In fact you are probably reading this message on one right now. As these systems continue to reach into the very fabric of our existence, businesses are increasingly realizing the value in social collaboration. Join Bilal Jaffery, (Worldwide Social Media & Competitive Marketing Leader, IBM ISV & Developer Relations) and Daryl Pereira (Web and Social Media Manager, IBM ISV & Developer Relations) on an exploration into how businesses are finding real value in social media. You'll see how social networks within the workplace can make us more efficient and knowledgeable, and how a social business breaks down barriers between prospects, customers and its extended ecosystem.

1. Marketing your idea
The Business Value in Social Networks
Bilal Jaffery, Worldwide Social Media & Competitive Marketing Leader, IBM (twitter: @BilalJaffery)
Daryl Pereira, developerWorks Web and Social Media Manager, IBM (twitter: @cagedether)
© 2009 IBM Corporation

2. By 2014, Social networking
services will replace email as the
primary vehicle for interpersonal
communications for 20% of the
business users.
- Gartner
© 2010 IBM Corporation

3. Collaboration drives business value
Enabling people to work smarter together
Unlocking innovation through broad participation
Fostering deep insightful relationships
3 © 2010 IBM Corporation

4. The Impact of Social Collaboration
IBM social software benefits acknowledged by
% of survey respondents
Improved customer satisfaction 42%
Increased sales 60%
Increased sense of belonging 65%
Improved personal reputation 65%
Increased productivity 74%
Reused assets 77%
Shared know ledge w ith others 84%
Word of Mouth, #1 Influencer in Business
Purchasing Behavior
Accessed experts quicker 84%
Increased skills 87%
0% 20% 40% 60% 80% 100%
*Source: IBM Community of Practice Business Impact Survey completed by approximately 2,300 respondents.
4 © 2010 IBM Corporation

5. Social Collaboration helps people work smarter
Example: IBM Lotus Connections to find people and information
Create, find, join, and Quickly find the people you need by
work with communities of Home Profiles searching across your organization using
people who share a keywords that help identify expertise, current
common interest, projects and responsibilities
responsibility, or area of
expertise
Activities Organize your work, plan next
steps, and easily tap your
Communities expanding professional network
to help execute your everyday
deliverables, faster
Use a weblog to
present your idea and
get feedback from
others; learn from the
Blogs Share your files with
expertise and Files your colleagues.
Everyone can store,
experience of others
who blog Wikis share, and collaborate
on files.
Bookmarks Provide a place for
Save, organize and share groups of people to
bookmarks; discover jointly create and
bookmarks that have maintain content
been qualified by others through contribution
with similar interests & and collaboration.
expertise
5 © 2010 IBM Corporation

6. The IDEAL Statement: The Social Organization
The whole organization is
involved in social
collaboration – internally and
externally.
Graphic: Intersection Consulting on Flickr
6 © 2010 IBM Corporation

7. “Informal conversation is probably the oldest
mechanism by which opinions on products and
brands are developed, expressed, and spread.”
– John Arndt
7 October 17, 2010 IBM Confidential © 2010 IBM Corporation

8. Bilal Jaffery , Social Media & Competitive Marketing Leader
developerWorks: Network Engagement Strategy
Your open and social organizational culture is your
competitive advantage.
© 2010 IBM Corporation

9. IBM Social Computing Guidelines
 Reasons to participate
Responsible engagement in innovation and
dialogue: to learn, to contribute
IBM's brand is best represented by its people
 Rules of the road
Be professional – Business Conduct Guidelines, IBM Values
Speak for yourself, not IBM
Respect copyrights, laws, and other people
Add value
www.ibm.com/blogs/zz/en/guidelines.html
9 © 2010 IBM Corporation

10. When community wins. We win.
Bilal Jaffery www.Bilal.ca
© 2010 IBM Corporation
bjaffery@ca.ibm.com

11. Case studies
“The Groundswell trend is not a
flash in the pan. This is an
important, irreversible, completely
different way for people to relate to
companies and to each other.”
Groundswell
Charlene Li and Josh Bernoff
© 2010 IBM Corporation

12. Fish where the fish are
 Use popular social
networks to spread
the word
 Add real value to the
conversation
 Test different
channels to guage
interest
Warped cartoon series finds natural
following on Facebook
Extending from traditional media into social media
© 2010 IBM Corporation

13. Fish where the fish are
 Use most appropriate
channel for the
occasion
 Different people
respond to different
channels
 Monitor results to
improve performance
Twitter conversations around business
conference growing rapidly
Year-on-year Tweet volume up over 600%
© 2010 IBM Corporation

14. Be your own publisher
 Think of the format that is
right for you
 Use social media to promote
your content
 Think laterally: what’s useful
for your customers?
Hubspot webinar series improves brand
recognition
Social media vendor use their own products to host
wildly popular webinars
© 2010 IBM Corporation

15. Be your own publisher
 Blogging tools are
versatile and generally
free!
 Work out a regular
schedule and content
plan
 Top bloggers post
weekly
developerWorks blogs break down the Try it now: email
darylp@us.ibm.com
barriers of marketing For a guest account
Direct communications from employees delivers
over 2m page views a year
© 2010 IBM Corporation

16. Roll your own network
 Build your own network
for custom solutions
 Follow trends: eg.
Expanding mobile
market
 Tap into large number
of open datasets
CitySourced creates network of smartphone citizens
Location-based-services used to create civic responsibility and
improve Govt services
© 2010 IBM Corporation

17. Roll your own network
 Community
incorporates marketing,
support, research and
more
 Experts have built
businesses on
communities
 Open technologies
attract larger audience
Online community saves $100M in
support costs
User community share information (400K+
active profiles, over 1000 community groups)
© 2010 IBM Corporation

18. More information
Find us on the Ning network
© 2010 IBM Corporation