Ian McNairn's presentation material for UNICOM Business Intelligence conference http://www.unicom.co.uk/product_detail.asp?prdid=1637 Sept 22, 2009

1. Ian McNairn – Program Director Web Innovation
22nd September 2009
Harnessing Social Networking to
Empower your Business Insight
© 2009 IBM Corporation

2. Enterprise Social Networking
Objectives
 Using Social Software to extract business intelligence from inside
your organisation
 Risks & Pitfalls of Social Networking tools
 Visualising and supplementing your network insight
 Using social media & social networking with customers/partners
© 2009 IBM Corporation

3. Enterprise Social Networking
But first a bit about IBM ….
and myself ….
© 2009 IBM Corporation

4. What I am doing NOW
Enterprise Social Networking
Tagging W hat others think I know about
gives you a
What I Other’s opinions
say
view of a
How I have ‘tagged’ myself
person How others have ‘tagged’ me
What I am researching NOW What interests me in other people
What I’m doing What I seek
What pages I have ‘bookmarked’ How I have ‘tagged’ other people
© 2009 IBM Corporation

5. Enterprise Social Networking
My Bio in a Wordle tagcloud
Wordle is w ritten by Jonathan Feinberg © 2009 IBM Corporation

6. Enterprise Social Networking
IBM has a workforce of over 500,000 of whom almost 50% are mobile
• 350K+ employees
• 200K+ contractors
• 170 countries
• 2,000 locations
• 70+ acquisitions since
2002
• 50% < 5 years experience
IBM Locations
Mobile Employees
© 2009 IBM Corporation

7. Enterprise Social Networking
What does our working environment look like ?
• > 90 % Laptops
• 100 % Internet access from office
• 74 % company mobile phone
• > 40 % in share desk
• 73 % managers have “remote employees”
• > 50 % e-learning
• IBM Intranet : 1st information source for IBMers
• > 90 % e-recruiting
© 2009 IBM Corporation

8. Using Social Software to
extract business intelligence
from inside your organisation
© 2009 IBM Corporation

9. Enterprise Social Networking
Why use Social Software?
o Find experts
oFind
o Connect with co-workers People
o Re-connect with people
Find
Find information/answers Information
Consume expertise/knowledge of
others Share
Stay informed
Socialize
 Share information
Market myself
Socialize with my co-workers, peers
& friends
Organize myself
Heath McCarthy, IBM Lotus Solutions Architect Photo credit: Ian McNairn www.mcnairn.com
© 2009 IBM Corporation

10. Enterprise Social Networking
The Benefits of Web2.0 Social Networking
For Individuals, It’s about: For Organizations, It’s about:
 Improving the productivity of
 Being and staying “in the loop” knowledge workers – since their work
 Being “top of mind” for special is highly collaborative and social
projects, interesting work  Getting everyone involved in
(Statistics show that more than innovation through collaboration
70 percent of jobs are found  Making everyone’s talent accessible
to the organization
and filled through networking)
 Improving efficiency by leveraging the
 Increased visibility, efficiency expertise of everyone
& productivity  Improved social capital
 Improved opportunities to  Creates a dynamic environment that will
contribute provide sustainable business
 Being efficient by tapping into advantage through employee
satisfaction & retention
other’s expertise as mentors or
 Improves with size
consultants
 Innovation through
brainstorming and collaboration
© 2009 IBM Corporation

11. Enterprise Social Networking
Evolution of w3.ibm.com
?
Launch of w3.ibm.com Version 2.0 Versions 3 & 4 Versions 5 & 6 ODW R1 &R2 ODW Next
Corporate news and Standard design and Bluepages, MyNews, Profile, Dynamic Content, Business Portals, Self-deployment,
links navigation Web tools, Info Central Taxonomy, Integrated Search Personalization Mobility, web 2.0
17k page views/day 38k page views/day 500k page views/day 1m page views/day 2m page views/day % stickiness
Corporate Communications
Common Function
Personalization
Participation
CONSUME CONTRIBUTE
1996 1998 2000 2002 2004 2006 2008
© 2009 IBM Corporation

12. Enterprise Social Networking
Storing and sharing information
 Wikis
 Blogs
 Files
 Rich media
 Bios/CVs/Resumes
© 2009 IBM Corporation

13. Enterprise Social Networking
How do you re-discover information?
Bookmarking …
the problem is ….
You use multiple PCs
Various browsers
try synchronising IE, FF, Opera, Safari
Endlessly long lists
What hierarchy do you use?
Lion – Africa/Cat or Cat/Af rica or Smoking/Matches
How do you share them with others?
How do you keep them current?
You have to remember which list or browser you saved it
into
… Social
Bookmarking
© 2009 IBM Corporation

14. Enterprise Social Networking
So how does Social Bookmarking WORK ?
See public
bookmarks
Subscribe to them
Be kept informed
© 2009 IBM Corporation

15. Enterprise Social Networking
How we Social Bookmark from ANYWHERE
© 2009 IBM Corporation

16. Enterprise Social Networking
Navigating by tags
© 2009 IBM Corporation

17. Enterprise Social Networking
© 2009 IBM Corporation

18. Enterprise Social Networking
Search for an expert or a document
© 2009 IBM Corporation

19. Enterprise Social Networking
• Depth of insight
• Content
• Status
• Contact
• Other (similar) people
• Communities
© 2009 IBM Corporation

20. Enterprise Social Networking
People and Communities
are the key …
© 2009 IBM Corporation

21. Enterprise Social Networking
From Hierarchies
and Teams … … to Networked
Communities
Exploration & Production
O’Brien
Senior Vice President
Jones Stock Extended
Community who
Explorations Drilling Production leverage Cole’s
Williams Taylor Stock
knowledge to do
Shapiro Paine
G& G Petrophysical Production Reservoir
their jobs
Cohen Cross Sen O’Brien Shapiro
Smith Andrew s Moore Paine Cohen Cole Jones
Hughes Miller Kelly
Andrews
Ramirez Smith
Miller
Hughes Williams
Bell
Cross
Hussain
Cole
Taylor
Hussain
Moore Ramirez Bell Sen
Kelly
Social Network Analysis
© 2009 IBM Corporation

22. Enterprise Social Networking
How do you work?
Think about how often you connect to someone to:
 Find information
 Get an answer to a question
 Ask for advice
 Bounce off an idea
 Get another opinion
The reality is that:
 There is too much information for us to manage it by ourselves
 Information from people is richer
 We all need to connect and feel connected
© 2009 IBM Corporation

23. Enterprise Social Networking
Reputation and meta-data
© 2009 IBM Corporation

24. Enterprise Social Networking
Making the Connection
1 step away from a referral
9 steps away – unworkable!
© 2009 IBM Corporation

25. Enterprise Social Networking
Bookmarking – profiles – communities – blogs – wikis – files ….
© 2009 IBM Corporation

26. Enterprise Social Networking
© 2009 IBM Corporation

27. Social Networking in use in IBM today
© 2009 IBM Corporation

28. Enterprise Social Networking
Social Software Tools Landscape
© 2009 IBM Corporation

29. Enterprise Social Networking
IBM’s internal innovations
Persona Bluepages Beehive Connections
Profiles Profiles
Connections
Communities BlueGroups Community tools Community Map Communities
Connections
Blogs BlogCentral
Blogs
Cattail Connections
Files
Files
Dogear Dogear Connections
Dogear
Activities Instant Activity Connections
UAM OpenActivities
Collaboration Explorer Activities
1998 2003 2009
© 2009 IBM Corporation

30. Lotus Connections http://www.ibm.com/software/lotus/products/connections/
Enterprise Social Networking
Profiles Communities
All your social software needs
Quickly find the people you need by ready for business Create, find, join, and work with
searching across your organization communities of people who share a
and connecting to others. common interest, responsibility, or
area of expertise
Blogs
Bookmarking Use a weblog to present your idea and Activities
get feedback from others; learn from the
expertise and experience of others who
Save, organize and share blog Organize your work, plan next steps, and
bookmarks; discover bookmarks that easily tap your expanding professional
have been qualified by others with network to help execute your everyday
similar interests & expertise deliverables, faster
Files
Upload and share any type of file with
Homepage colleagues and communities. Store Wikis
versions and view downloads,
Manage your attention by viewing comments and ratings.
relevant social data aggregated across Create wiki spaces for individuals,
your subscriptions, notifications, and groups, and communities to coauthor
network of colleagues. pages. View changes across pages,
Microblogging ratings, and comments.
Microblog your status and collaborate
from the homepage as well as the Notes
and Sametime Clients © 2009 IBM Corporation

31. Social Software usage in IBM
Collaboration 2.0 available to 500K of us
• Homepage: total number of unique users 38,238
• Profiles: 589,513 profiles; 1m searches per week in BluePages
• Communities: 2,737 public & 1,635 private communities; 116,946 unique members
• Blogs: 17,345 blogs. 153,788 entries with 76,199 users & 37,933 tags
• Bookmarks: 834,595 bookmarks; 2,197,980 tags and 21,085 users
• Activities: 85.780 unique activities; 889,723 unique entries; 126,933 users
• Files: 28,363 number of users; 19,542 uploaded files; 38,951 number of shares
• Wikis: 21,191 users; 2,339 wikis; 215,978 wiki views
• Instant Messaging: 12m per day
Return on Investment
• Search satisfaction has increased by 50% with a productivity
driven savings of $4.5M per year
• $700K savings per month in reduced travel
• Significant reduction in phonemail, email server costs
Source: Gina Poole, IBM SWG VP Social Computing
© IBM 2009

32. Outside the firewall
© 2009 IBM Corporation

33. Enterprise Social Networking
Inside the
Organisation
© 2009 IBM Corporation

34. Enterprise Social Networking
Why allow Social Software externally?
• Increase innovation
• Increase partner/customer cohesiveness
• Increase work quality
• Increase knowledge sharing
• Reduce Risk
© 2009 IBM Corporation

35. Enterprise Social Networking
Outside the
Company
© 2009 IBM Corporation

36. Enterprise Social Networking
Social Networking usage by IBMers
100 estimates for US based population
Percent of group actively using Social Networks
75
50
~ 60% of employees are actively using social
networking – mostly outside IBM
30+
25 < 5 year tenure 5 - 10 10-20 20-30 Retirees
0
45% 26% 12% 13% 4% 26% of current IBM population
Population percentage 2008
Source: Dave Newbold, IBM DE
© 2009 IBM Corporation

37. Enterprise Social Networking
The security case for Social Software inside a firewall
Outside
Intranet <--------- Access from ----------> Internet
How much
No
can I safely
share? Control
Can I trust
Full my staff not
Control to make
mistakes?
Inside
Intranet <----------------Application location-------------> Internet
© 2009 IBM Corporation

38. Enterprise Social Networking www.LotusLive.com
© 2009 IBM Corporation

39. Enterprise Social Networking
LotusLive
© 2009 IBM Corporation

40. Enterprise Social Networking
What we covered
 Using Social Software to extract business intelligence from
inside your organisation
–who knows what
–who knows whom
–who creates what
–what is valuable to the organisation
–where are the gaps?
 Working with your customers/partners by using social media
and social networking to fuel your knowledge
© 2009 IBM Corporation

41. Questions ?
Enterprise Social Networking
ian.mcnairn@uk.ibm.com
+44 7980 445749
© 2009 IBM Corporation