© 2009 IBM Corporation

The Social Organization

The Business Value of Social Software

Bilal Jaffery, Worldwide Social Media & Competitive Marketing Leader, IBM

blog: www.Bilal.ca

twitter: @BilalJaffery

© 2010 IBM Corporation

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

Business Imperatives for Smart Work

IBM Presentation Template Full Version

Every week, 42% of people use the

wrong information to make

decisions

91% of CEOs say they need

to restructure the way their

organizations work Every week businesses

waste 5.3 hours due to

inefficient processes

Employees spend 25% of

their time just looking for

information

© 2010 IBM Corporation 4

2009 IBM Study: Global CIOs understand the need for innovation

2,500 CIOs from 78 countries and 19 industries

www.ibm.com/cio

■ CIOs spend 55% of their time on activities that spur innovation and help the business

– Generating buy-in for innovative plans

– Implementing new technologies

– Managing non-technological issues

■ Successful CIOs are much more actively engaged in

– Setting strategy

– Enabling flexibility and change

– Solving business problems

■ CIOs are increasingly recognized as full-fledged members of the senior executive team

■ Our analysis provides insights into how CIOs can make the biggest impact on behalf of the entire organization

© 2010 IBM Corporation 5

CIOs blend three pairs of roles to deliver impact across the business

Able Pragmatist

Savvy Value Creator

Relentless Cost Cutter

Collaborative Business Leader

Inspiring IT Manager

Making Innovation real

Raising the ROI of IT

Expanding business impact

Insightful Visionary

© 2010 IBM Corporation 6

Making innovation real: Insightful Visionary and Able Pragmatist

Raising the ROI of IT: Savvy

Value Creator and Relentless Cost Cutter Expanding business impact:

Collaborative Business Leader and Inspiring IT Manager

CIOs drive innovation to help build a smarter enterprise

www.ibm.com/cio

© 2010 IBM Corporation 7

Enabling people to work smarter together

Unlocking innovation through broad participation

Fostering deep insightful relationships

Collaboration drives business value

© 2010 IBM Corporation 8

IBM social software benefits acknowledged by

% of survey respondents

87%

84%

84%

77%

74%

42%

60%

65%

65%

0% 20% 40% 60% 80% 100%

Increased skills

Accessed experts quicker

Shared know ledge w ith others

Reused assets

Increased productivity

Improved personal reputation

Increased sense of belonging

Increased sales

Improved customer satisfaction

Word of Mouth, #1 Influencer in Business Purchasing Behavior

The Impact of Social Collaboration

*Source: IBM Community of Practice Business Impact Survey completed by approximately 2,300 respondents.

© 2010 IBM Corporation 9

Online meetings to reduce travel and improve productivity

© 2010 IBM Corporation 10

Social bookmarking/tagging saves time, improve productivity

Cost items

■ Development and integration of Connections

Social Bookmarking and Enterprise Tagging with

Enterprise Search cost IBM US $700K

Benefits

Time savings:

• Reduced each w3 search by 12 seconds, on average

• IBM's enterprise search receives on average of 286,568 search visits per week, yielding a total of

955 hours per week in time reduction

Cost savings:

• Saves IBM US $95,528 each week

• Saves IBM US $4.6 million annually in potential productivity gain

Additional cost savings:

• US $500,000 per year for the dollar value of the information found

• US $2.4 million in cost avoidance, thanks to reusability

As published in CIO Magazine

$7.5M

annual

savings

© 2010 IBM Corporation 11

Quickly find the people you need by searching across your organization using

keywords that help identify expertise, current projects and responsibilities

Use a weblog to present your idea and

get feedback from others; learn from the

expertise and experience of others

who blog

Organize your work, plan next steps, and easily tap your

expanding professional network to help execute your everyday

deliverables, faster

Activities

Create, find, join, and work with communities of

people who share a common interest,

responsibility, or area of expertise

Home

Wikis

Provide a place for groups of people to jointly create and maintain content

through contribution and collaboration.

Files Share your files with

your colleagues. Everyone can store,

share, and collaborate on files.

Save, organize and share bookmarks; discover bookmarks that have

been qualified by others with similar interests &

expertise

Blogs

Communities

Bookmarks

Profiles

Social Collaboration helps people work smarter Example: IBM Lotus Connections to find people and information

© 2010 IBM Corporation 12

Social software adoption in IBM

■ Profiles: 614k profiles; 1m+ searches per week

■ Communities: 4,200 public, 7,410 private online communities with 222k members

■ Wikis: 34k wikis with 471k unique readers

■ Blogs: 80k users; 162k entries

■ Bookmarks: 924k bookmarks; 2.4m tags; 24k users

■ Activities: 105k activities, 1.2m entries; 169k users

■ Instant Messaging: 12m per day

© 2010 IBM Corporation 13

Employee profiles show relationships, network activity, status

© 2010 IBM Corporation 14

Building networks of contacts is easy with a few clicks

© 2010 IBM Corporation 15

Social analysis can identify experts in the network for you

personal social network

management find expertise in your extended network

Is this the ‘best’ person to approach and how?

organizational social network analysis tool

SmallBlue Find

SmallBlue Ego

SmallBlue Reach

SmallBlue Net

SmallBlue automates expertise mining

and social network analysis to identify

experts and the shortest paths to reach

them

http://smallblue.research.ibm.com/

© 2010 IBM Corporation 16

The IDEAL Statement: The Social Organization

The whole organization is involved in social collaboration – internally and externally.

Graphic: Intersection Consulting on Flickr

© 2010 IBM Corporation 17 IBM Confidential October 17, 2010

“Informal conversation is probably the oldest mechanism by which opinions on products and brands are developed, expressed, and spread.”

– John Arndt

© 2010 IBM Corporation

18

developerWorks: Network Engagement Strategy

Bilal Jaffery , Social Media & Competitive Marketing Leader

Your open and social organizational culture is your competitive advantage.

© 2010 IBM Corporation 19

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

IBM Social Computing Guidelines

www.ibm.com/blogs/zz/en/guidelines.html

© 2010 IBM Corporation 20

Virtual relationships can improve

productivity

and virtual teams can accelerate innovation

... when the focus is business value

© 2010 IBM Corporation

When community wins. We win.

Bilal Jaffery www.Bilal.ca bjaffery@ca.ibm.com