get social do business jeannemurray un women natl conf

© 2011 IBM Corporation

Get Social, Do Business Developing a successful social business strategy

June 11, 2011

Jeanne MurrayProgram Manager, IBM Presentation for: UN Women National Committee United States Annual Conference

© 2011 IBM Corporation2

Social networking helps people connect, share information, and collaborate more effectively.

At IBM and other "social businesses", organizations have the ability to build relationships, service customers, and drive innovation faster than competitors.

In this session you'll learn elements of a successful social business strategy: how you can apply social to your business.

© 2011 IBM Corporation

http://youtu.be/qY23QxJLWgY

© 2011 IBM Corporation4

© 2011 IBM Corporation

Connecting people, breaking down traditional boundaries and silos

geographical…organizational… hierarchical…generational

© 2011 IBM Corporation

95% of standout organizations will focus more on “getting closer to the customer” over the next 5 years.

– IBM CEO Study 2010

Standout organizations are 57% more likely to allow their people to use social and collaborative tools.– IBM CHRO Study 2010

Why Social Business matters...

The most forward-thinking companies…activate networks of people that apply relevant content and expertise to improve and accelerate how things get done, delivering unprecedented return for the time invested.

© 2011 IBM Corporation

“the workplace”

170 countries, 400K+ employees worldwide

70+ acquisitions since 2002

More than 50% regularly work away from traditional IBM offices

73% of managers have remote employees

24 x 7 x 365

© 2011 IBM Corporation

Enabling people to work smarter together

Unlocking innovation through broad participation

Fostering deep insightful relationships

Collaboration drives business value

© 2011 IBM Corporation

Wiki

Team Share

CommunitiesActivities

IndividualShare

BlogFiles

Bookmarks

Micro-blogging

Person

Profile

Forums

External internet Internal intranet

Smart collaborationInnovation

Relationships

© 2011 IBM Corporation

Working smarter together

© 2011 IBM Corporation

Innovation through broad participation

© 2011 IBM Corporation

Fostering relationships

Jeanne Murray

© 2011 IBM Corporation

• Collaboration 2.0 available to 400k of us• 1170 countries, 2k locations, 140k+ remote workers

• Profiles: 631,000; 1 M+ searches/week• Communities: 33,600; 329k members,

80k users/month• Blogs: 32,000; 10,400 very active bloggers,

74k users/month• Files: 225,000; 5.2M downloads,

211k users, 71k user/month• Activities: 171,000; 2.3M entries,

346K members, 70k users/month • Wikis: 29.800 with 263.000 pages and

69k users/month• Bookmarks: 1.1M; 3.1M tags,

32k users• Instant Messages: 11M+ a day • Web Conferences: 19k with 103k users and

8.3M connection minutes per month

• Collaboration 2.0 available to 400k of us• 1170 countries, 2k locations, 140k+ remote workers

• Profiles: 631,000; 1 M+ searches/week• Communities: 33,600; 329k members,

80k users/month• Blogs: 32,000; 10,400 very active bloggers,

74k users/month• Files: 225,000; 5.2M downloads,

211k users, 71k user/month• Activities: 171,000; 2.3M entries,

346K members, 70k users/month • Wikis: 29.800 with 263.000 pages and

69k users/month• Bookmarks: 1.1M; 3.1M tags,

32k users• Instant Messages: 11M+ a day • Web Conferences: 19k with 103k users and

8.3M connection minutes per month

About*About*

© 2011 IBM Corporation

Developing your social business strategy

1. Decide where to focus

2. Understand key components of a social culture

3. Develop capabilities that lead to the business value

© 2011 IBM Corporation

Customer ValueCustomer Value

Acquire new customersAcquire new customers

Retain best customersRetain best customers Leverage

loyalist customers

Leverage loyalist customers

Improve marketing effectiveness

Improve marketing effectiveness

Get current customers to buy more

Get current customers to buy more

Deal better with blows to reputation

Deal better with blows to reputation

Improve sales effectiveness

Improve sales effectiveness

Improve customer service

Improve customer service

Find unmet customer needs

Find unmet customer needs

1. Focus your strategy

© 2011 IBM Corporation

Customer ValueCustomer Value

Operating EfficiencyOperating Efficiency

Acquire new customersAcquire new customers

Retain best customersRetain best customers Leverage

loyalist customers

Leverage loyalist customers

Improve marketing effectiveness

Improve marketing effectiveness

Get current customers to buy more

Get current customers to buy more

Deal better with blows to reputation

Deal better with blows to reputation

Improve sales effectiveness

Improve sales effectiveness

Improve customer service

Improve customer service

Find unmet customer needs

Find unmet customer needs

Reduce cycle time for product development

Reduce cycle time for product development

Capitalize on innovative approaches

Capitalize on innovative approaches

Improve company processes

Improve company processes

Provide employees with better information

Provide employees with better information

Encourage endorsements of products by loyalists

Encourage endorsements of products by loyalists

Improve shared services

Improve shared services

Improve effectiveness of sales channels

Improve effectiveness of sales channels

Deal with reputational risks

Deal with reputational risks

Reduce labor time on processes

Reduce labor time on processes

1. Focus your strategy

© 2011 IBM Corporation

Customer ValueCustomer Value

OperatingExcellenceOperatingExcellence

Operating EfficiencyOperating Efficiency

v

Acquire new customersAcquire new customers

Retain best customersRetain best customers Leverage

loyalist customers

Leverage loyalist customers

Improve marketing effectiveness

Improve marketing effectiveness

Get current customers to buy more

Get current customers to buy more

Deal better with blows to reputation

Deal better with blows to reputation

Improve sales effectiveness

Improve sales effectiveness

Improve customer service

Improve customer service

Find unmet customer needs

Find unmet customer needs

Increase return on company assets

Increase return on company assets

Develop new businessesDevelop new businesses

Improve product differentiation

Improve product differentiation

Generate income on intellectual capital

Generate income on intellectual capital

Eliminate waste across the enterprise

Eliminate waste across the enterprise

Improve brand awareness

Improve brand awareness

Drive effectiveness of supply chain

Drive effectiveness of supply chain

Shorten time to marketShorten time to market

Improve demand generation activities

Improve demand generation activities

Reduce cycle time for product development

Reduce cycle time for product development

Capitalize on innovative approaches

Capitalize on innovative approaches

Improve company processes

Improve company processes

Provide employees with better information

Provide employees with better information

Encourage endorsements of products by loyalists

Encourage endorsements of products by loyalists

Improve shared services

Improve shared services

Improve effectiveness of sales channels

Improve effectiveness of sales channels

Deal with reputational risks

Deal with reputational risks

Reduce labor time on processes

Reduce labor time on processes

1. Focus your strategy

© 2011 IBM Corporation

Customer ValueCustomer Value

OperatingExcellenceOperatingExcellence

Operating EfficiencyOperating Efficiency

People& CulturePeople& Culturevv

Acquire new customersAcquire new customers

Retain best customersRetain best customers Leverage

loyalist customers

Leverage loyalist customers

Improve marketing effectiveness

Improve marketing effectiveness

Get current customers to buy more

Get current customers to buy more

Deal better with blows to reputation

Deal better with blows to reputation

Improve sales effectiveness

Improve sales effectiveness

Improve customer service

Improve customer service

Find unmet customer needs

Find unmet customer needs

Increase return on company assets

Increase return on company assets

Develop new businessesDevelop new businesses

Improve product differentiation

Improve product differentiation

Generate income on intellectual capital

Generate income on intellectual capital

Eliminate waste across the enterprise

Eliminate waste across the enterprise

Improve brand awareness

Improve brand awareness

Drive effectiveness of supply chain

Drive effectiveness of supply chain

Shorten time to marketShorten time to market

Improve demand generation activities

Improve demand generation activities

Reduce cycle time for product development

Reduce cycle time for product development

Capitalize on innovative approaches

Capitalize on innovative approaches

Improve company processes

Improve company processes

Provide employees with better information

Provide employees with better information

Encourage endorsements of products by loyalists

Encourage endorsements of products by loyalists

Improve shared services

Improve shared services

Improve effectiveness of sales channels

Improve effectiveness of sales channels

Deal with reputational risks

Deal with reputational risks

Reduce labor time on processes

Reduce labor time on processes

Recruit stellar employees

Recruit stellar employees

Enable employees to represent the company

Enable employees to represent the company

Develop employee competencies

Develop employee competencies

Enhance employee /leader interactions

Enhance employee /leader interactions

Improve employee performance

Improve employee performance

Engage in the community

Engage in the community

Share best practicesShare best practices

Strengthen cultureStrengthen culture

Improve employee climate

Improve employee climate

1. Focus your strategy

© 2011 IBM Corporation

EngagedConnecting people – whether customers, partners or employees – as networks to drive innovation

TransparentRemoving unnecessary boundaries inside and outside the organization to allow your people and culture to reflect your brand and your values

NimbleLeveraging these networks to speed up business, gain real-time insight, and make quicker and better decisions

2. Key elements of a social culture

© 2011 IBM Corporation

3. Build social business capability

Connectthe ability to create social networks by finding people and expertise, and by identifying relationships

© 2011 IBM Corporation

3. Build social business capability

Connect

Learn

the ability to create social networks by finding people and expertise, and by identifying relationships

the ability to gain skill and insight from people and data in the social network, and apply it to your work

© 2011 IBM Corporation

3. Build social business capability

Connect

Organize

Learn

the ability to create social networks by finding people and expertise, and by identifying relationships

the ability to gain skill and insight from people and data in the social network, and apply it to your work

the ability to use social networks to form groups, discover available resources, and execute work items across organizational structures

© 2011 IBM Corporation

3. Build social business capability

Connect

Organize

Decide

Learn

the ability to create social networks by finding people and expertise, and by identifying relationships

the ability to gain skill and insight from people and data in the social network, and apply it to your work

the ability to gather stakeholder input, build buy-in, convey authority for, disseminate, and respond to decisions using the social network

the ability to use social networks to form groups, discover available resources, and execute work items across organizational structures

© 2011 IBM Corporation

3. Build social business capability

Connect

Organize

Respond

Decide

Learn

the ability to create social networks by finding people and expertise, and by identifying relationships

the ability to gain skill and insight from people and data in the social network, and apply it to your work

the ability to gather stakeholder input, build buy-in, convey authority for, disseminate, and respond to decisions using the social network

the ability to use social networks to form groups, discover available resources, and execute work items across organizational structures

the ability to evaluate, analyze, and respond to solicited and unsolicited ideas, people, and data in the social network

© 2011 IBM Corporation

3. Build social business capability

Connect

Organize

Respond

Decide

Optimize

Learn

the ability to create social networks by finding people and expertise, and by identifying relationships

the ability to gain skill and insight from people and data in the social network, and apply it to your work

the ability to gather stakeholder input, build buy-in, convey authority for, disseminate, and respond to decisions using the social network

the ability to use social networks to form groups, discover available resources, and execute work items across organizational structures

the ability to evaluate, analyze, and respond to solicited and unsolicited ideas, people, and data in the social network

the ability to recognize opportunities and deficiencies, express perspectives, and implement changes to improve responsiveness and accuracy

© 2011 IBM Corporation

In cultivating the capabilities, the culture matures

Start anywhere - maturity progresses around the circle of Capabilities, as well as within each Capability

As organizations become more mature in their Capabilities, they achieve the Social Business Qualities of: Engaged, Transparent and Nimble

As the social business matures, the Capabilities converge and become co-dependent

CAPABILITIES

© 2011 IBM Corporation

http://youtu.be/PHX-HNTce6U

Get Social. Do Business.