Successful Social Networking for Business Collaboration

Successful social networking for
business collaboration

Ed Brill
Director, Product Management
IBM Lotus Software

Web 2.0
Web 1.0

Data to People
User Experience
Social Networking
Sharing
Trust, Reputation
End User Contribution
More it used more value
© 2008 IBM Corporation
2 Web 2.0, Social Networking and Enterprise Value

Demand for Growth
Drives a Need for Innovation

 Innovators grow faster
 75% of CEOs indicated
that collaboration was
important to innovation
 Top sources of
innovation were
employees, business IBM Institute for Business Value, CEO Study 2006

partners and
customers

“It's not what work you expect Employee #1234 to accomplish per person-month of work.
It's the work you never expected would happen, that suddenly creates new business.”


Changing Demographics
Drives a Need to Empower New Generation of Business Leaders

Within the next seven
years, 33 million
19% of the entire
people in Japan (26%
American workforce
of the population) will
holding executive,
be over 65 years old
administrative and
managerial positions
will retire in the
next five years

By 2016, the number
of individuals aged
In the year 2000, there
60-64 in Australia is
were more people
expected to almost
receiving pensions in
double
Italy than people working
(22 versus 21 million)
Source: Beazley, et. al, Continuity Management, Mackay, Alan. “Mature Age Workers: Sustaining Out Future Labor Force.” An Ageless
Workforce - Opportunities for Business' Symposium Conference Paper. August 27, 2003. www.ageing.health.gov.au/ofoa/wllplan/
aawpapers.htm, Time to act quickly on aging.” The Japan Times Online. August 23, 2002 www.japantimes.co.jp/cgi-bin/getarticle.pl5?
ed20020823a1.htm, A. Paulli, “Pension systems and gradual retirement in Italy”, September 2000, p.17


Changing Nature of Work
Drives a Need to Connect Dispersed Workforces

 Work environments are more complex
– Matrixed organizations
– Organization changes
– Mergers / Acquisitions
 Work environments are more
disconnected
– Global companies
– Outsourcing
– Remote workers
 More interactions with unknown people


Low Trust in Advertising
Drives a Need to Connect Consumer in Communities

“Indicate your level of trust in the following types of
ads”

% trust
somewhat or
completely

Source: Forrester Research and Intelliseek


Old way / New way


Wrong way


Last year consultant Sara Radicati published a negative report about IBM's

Very Wrong Way Notes e-mail product. That led to organized outrage from bloggers who, it
turns out, are consultants who make money installing Notes. She says her
firm, the Radicati Group in Palo Alto, Calif., was deluged with obscene phone
calls and e-mails, a common element when blogs go negative. quot;They were
trying to disable my business,quot; she says. quot;It was obscene, vile, abusive,
offensive stuff. These are a bunch of sickos.quot;

The anti-Radicati bloggers got an endorsement of sorts from an executive at
IBM. Ed Brill, an IBMer who works on Notes marketing and publishes his own
blog (edbrill.com), responded on July 23 last year to Radicati's bearish Notes
report. He questioned whether she had ties to Microsoft and referred readers
to two other blogs with far blunter assertions.

Within days bloggers had posted quot;investigativequot; articles quot;exposingquot; her as
corrupt and unethical, claiming she was a quot;shillquot;who took bribes from
Microsoft.One blogger said she was doing something shady by operating a
group that helps small companies find venture funding. Bloggers linked to one
another's sites and posted on Brill's blog and elsewhere, creating an echo
chamber in which, through repetition, the scandal began to seem genuine.
Six days after the attacks began, a Notes consultant in the U.K. gloated on
Brill's blog:quot;The Radicati Group?Their analysis is now meaningless …. Their
name has been blackened, their reputation in tatters.quot;

Radicati fought back by responding on her own Web site, but the smear job
hovers online, appearing when you Google her name or start with Brill's
mostly diplomatic site and then work your way through its links. One step
away is IBM itself, which has a Notes site that once linked into Brill's. That
link has since been taken down. Radicati says IBMignored her pleas to stop
Brill from linking to the hate sites. IBM says it has nothing to do with Brill's
blog.

A week after that flap IBMer Brill fired up the swarm again, issuing a call to
arms against research firm Meta Group for similar sins. quot;Y'all did such a good
job on the last report … quot; his blog entry began. Sure enough, soon Meta was
being quot;investigatedquot; by bloggers and quot;exposedquot; as Radicati was. Gartner,
which now owns Meta, declined to comment.

No wonder companies now live in fear of blogs.

It’s more than fun


IBM Software Group | Lotus software

The Power of Participation

Connect to undiscovered information & experts

Discover new relationships

Capturing, packaging and reusing user
created content

Execute better business decisions

13

Wisdom of the Crowd – ratings,
comments, tags


Crowdsourcing


Communities


Bringing customers into the community


Twitter: Like being at a networking
cocktail party


Search increases value with “people”

Experts on
the topic 1
Click Away

Tagged
Websites 1
Click Away


ROI Model: Role Interaction Patterns
Sales Process Example

Product
Sales CRM with Expert
Experts
Customer “Expert
Links”

Expertise
Engine

Rewards
For assisting
Sponsored sale
External Specific
“Friend” Community Sales
Experts

Web 2.0, Social Networking and Enterprise Value
20 © 2008 IBM Corporation

IBM Social Software Strategy

ATOM MOBILE
RICH CLIENT PORTAL MASHUP BROWSER DESKTO P
CONNECTO RS
S

Delivering the most
complete set of
collaboration and
social software BLOGS
COMM UNITIE
ACTIVITIES
services that S

enable rich
DOGEAR
TEAM
SPACES

integration with PEOPLE PLACES CONTENT
Portal, Notes & DOC LIBRARIES
other applications WIKIS

you use everyday
FORUMS
SHARING

PROFILES HOME
LISTS PAGES



22

IBM Social Software Can Help Meet Today's Business Imperatives

I NEED TO WORK SMARTER I NEED MORE INSIGHT I NEED INNOVATION

Need to increase Organizations must Create a competitive
efficiency and tap into the advantage that is
effectiveness of intellectual capital sustainable in today's
business processes of the entire value
using existing chain, correlating business dynamic
resources and people insights and climate by leveraging
to enhance anticipating innovation from
productivity opportunities and
across your value
threats.
chain and creating
stronger relationships

PRODUCTIVITY AGILITY ADVANTAGE



Your inbox is a catalyst for productivity
Moving from it interrupts your workflow and introduces opportunities for distraction.

Instant
Messaging, Activities
Personal Library,
Presence
Blogs
Awareness
Documents,
Feeds,
Presentations,
Spreadsheets Widgets,
Live Text

Composite
E-mail, Applications,
Calendar, Business Mashups
Contacts

“BlueIQ” - Driving Social Software use across IBM
 Identify use cases, best practices,
and tools – by role, by task

 Make it easy to get started

 Generate “buzz” & Share successes

Drive change tops down,
 Tap Early Adopters as grassroots
bottoms up, sideways…
evangelists
encourage experimentation

540+ Ambassadors...
“Volunteer Army” of Social Software Ambassadors
IBMers helping other IBMers

Clinics – help individuals get started 1:1
“Lunch & Learn” sessions – education on to how to use social software
“Jumpstart” engagements - internal quot;consultingquot; to help enable team

...in 40 Countries


Lotus Connections is already at work in IBM

Profiles
IBM’s internal BluePages application provided the basis for Profiles. BluePages holds
651,099 profiles and serves over 1 million searches per week. It is the hub of both user
requests and all applications authentication for IBM.

Communities
IBM hosts over 2,000 online communities, each with shared resources and discussions.
More than 800 are private communities.

Blogs
IBM’s BlogCentral has 15,544 blogs, 138,803 entries with 66,117 users and 32,911
tags.

Dogear
IBM’s internal Dogear system has 693,702 total bookmarks with 1,778,571 tags and with
a user population of 15,530.

Activities
IBM’s internal Activities service contains 64,284 unique activities with 583,254 unique
entries and with 90,602 registered members.
Data is as of Dec 31, 2008

Connections means connections!
Frequent e-mails

Infrequent e-mails
Wikis + Blogs + SN

Gail
Chris
Susan
Jim
Mary
Robert o
Friends

Jim’s Gail's
manager
manager
Helen
Co-Workers John
Akira
Other IBMers in Gail's country

IBMers around the world
Peter

People around the world


Social patterns, Semantic Content and Discovery

•Value created by participation
•Search evolves to discovery

28

Summary
•Social networking is part of the fabric of our lives today

•Companies can distinguish themselves in the eyes of customers
and the marketplace by engaging

•Elasticity, puffery, and authority are the victims of social
networking

•...but innovation is the differentiator today, anyway

•There is much more than technology required to be best-in-class
and win in the market


Thank You

ed_brill@us.ibm.com
www.edbrill.com
Twitter: @edbrill

Successful Social Networking for Business Collaboration

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