Presentation given at the Toronto CIO Forum Keynote. The Social Organization talks about the perfect harmony of social software adoption internally leading to a culture that brings the social culture, IBM values and ideas to the external networks. Our social software platforms are based on Lotus Connections.

1. © 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

2. © 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

3. © 2010 IBM Corporation3
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 workEvery week businesses
waste 5.3 hours due to
inefficient processes
Employees spend 25% of
their time just looking for
information

4. © 2010 IBM Corporation4
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

5. © 2010 IBM Corporation5
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

6. © 2010 IBM Corporation6
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

7. © 2010 IBM Corporation7
Enabling people to work smarter together
Unlocking innovation through broad participation
Fostering deep insightful relationships
Collaboration drives business value

8. © 2010 IBM Corporation8
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.

9. © 2010 IBM Corporation9
Online meetings to reduce travel and improve productivity

10. © 2010 IBM Corporation10
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

11. © 2010 IBM Corporation11
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

12. © 2010 IBM Corporation12
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

13. © 2010 IBM Corporation13
Employee profiles show relationships, network activity, status

14. © 2010 IBM Corporation14
Building networks of contacts is easy with a few clicks

15. © 2010 IBM Corporation15
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/

16. © 2010 IBM Corporation16
The IDEAL Statement: The Social Organization
The whole organization is
involved in social
collaboration – internally and
externally.
Graphic: Intersection Consulting on Flickr

17. © 2010 IBM Corporation17 IBM ConfidentialOctober 17, 2010
“Informal conversation is probably the oldest
mechanism by which opinions on products and
brands are developed, expressed, and spread.”
– John Arndt

18. © 2010 IBM Corporation
developerWorks: Network Engagement Strategy
Bilal Jaffery , Social Media & Competitive Marketing Leader
Your open and social organizational culture is your
competitive advantage.

19. © 2010 IBM Corporation19
 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

20. © 2010 IBM Corporation20
Virtual relationships can improve
productivity
and virtual teams can accelerate innovation
... when the focus is business value

21. © 2010 IBM Corporation
When community wins. We win.
Bilal Jaffery www.Bilal.ca
bjaffery@ca.ibm.com