IBM Social Business for ISVs 2013

© 2013 IBM Corporation
Social Business
Colaboradores e Clientes
conectados para melhores resultados
Flávio Mendes
IBM Latin America Social Business & Collaboration
Blog: Explora! fgfmendes.blogspot.com
Twitter: @fmendes
LinkedIn: br.linkedin.com/in/flaviomendes/

Parte 1 – Onde estamos?

A quinta era de TI:
Social Business
Anos 60
O Mainframe
Anos 70
Mini
Computadores
Anos 80
Computadores
Pessoais
Anos 90
Redes Locais
2000
Redes Sociais
Computação em Nuvem
Mobilidade
Big Data

“Muitas empresas estão morrendo
não porque façam coisas erradas,
mas porque elas continuam
fazendo a coisa certa
por um tempo longo demais”
Prof. Yves Doz, do Insead, França
não porque façam coisas erradas
continuam
fazendo a coisa certa
por um tempo longo demais

Parte 2 – Na IBM

2013+
Na IBM, assistimos a transformação da Intranet em uma
Intranet Social
Consumo Participação

Números – Uso de Ferramentas Sociais na IBM

Progamas de Inovação trazem valor para o negócio
IBM Research
First-of-a-Kind
Global
Tec hnology
Outlook
Mobilizar e
Colaborar
Incubar,
prototipar e
validar
Implementar,
Levar para o
mercado
Idéias
Academia
Empregados
Clientes
Technology Adoption Program
Parceiros

Ei! 190 milhões de treinadores
 300 mil tweets nos jogos da fase eliminatória
 1,5 milhão de tweets na final
 6 mil tweets por minuto
 Processamento em tempo real
 Suporte integral à lingua portuguesa

Ei! 190 milhões de treinadores

Parte 3 – Pontos Chave

23
Ligar a Estratégia Social aos Objetivos de Negócio
 O primeiro passo para desenvolver uma
Estratégia Social é entender o que se ser quer
alcançar
 A Estratégia Social deve suportar diretamente
ou estar ligada a um objetivo de negócio
 A Estratégia deve ser conhecida e
compartilhada por todos os níveis em uma
organizaação
 Para qualquer objetivo traçado, é fundamental
que ele seja “SMART” (specific, measurable,
attainable, realistic, and time-based).

Adoção: Gamification
1. Pesquisas indicam que aprendemos mais efetivamente quando
o ambiente acadêmico simula o “mundo real”
2. 80% do aprendizado de funcionários acontece no ambiente de
trabalho e não em salas de aula
3. Simuladores auxiliam na melhoria de skills ao fornecer um
ambiente mais próximo da realidade
4. Considerando que a força de trabalho está se tornando mais
jovem, o uso de conceitos e tecnologias de jogos (Gamification)
pode aumentar significativamente o aprendizado de funcionários

25
Métricas:
 Volume de conversação
 Expansão
 Uso de palavras chave e
tags
 Métricas:
 Referências em
pesquisas de
terceiros
 Links de outros sites
“sociais”
 Lista de
influenciadores
 Métricas:
 Distribuição do
conhecimento
 Downloads
 Rankings de pesquisa
Métricas:
 Número de
participantes (e.g.,
visitas, visitas
únicas, etc.)
 Volume de
posts/perguntas
 Novos registros
Métricas:
 “Online buzz”
 Aumento nas
oportunidades e no
faturamento
Monitor the
Market
Conversation
Understand
the Impact
Empower
Customer
Advocacy
Maximize
Digital Asset
Distribution
Identify &
Engage the
Influencers
Métricas...

Analytics: Gatorade's Command Center

Reputação Online – United Airlines

The history so far, by Wikipedia
 The YouTube video was posted on July 6, 2009. The video garnered over half a million hits by July 9, million by
mid-August 2009, and 10 million by February 2011.
 Rob Bradford, United's managing director of customer solutions, telephoned Carroll to apologize for the foul-up
and to ask if the carrier could use the video internally for training. United mentioned it hoped to learn from the
incident, and to change its customer service policy as a result of the incident.
 Bob Taylor, owner of Taylor Guitars, immediately offered Carroll two guitars and other props for his second
video.The song hit number one on the iTunes Music Store the week following its release.
 Since the incident, Carroll has been in great demand as a speaker on customer service. On one of his trips as a
speaker, United Airlines lost his luggage.
 In December 2009, Time magazine named "United Breaks Guitars" No. 7 on its list of the Top 10 Viral Videos of
2009.
 In January 2012, Carroll and "United Breaks Guitars" were featured in the CBC/CNBC documentary Customer
(Dis)Service.
 In May 2012, Carroll published a book, United Breaks Guitars: The Power of One Voice in the Age of Social
Media, detailing his experiences.
 In January 2013, the success of Carroll's online protest was used by the German television and news
service Tagesschau to exemplify a new kind of threat facing corporations in the internet age.
 Stock price effect: Within 4 days of the video being posted online, United Airline's stock price fell 10%, costing
stockholders about $180 million in value.
 However, other analysts have questioned whether this price drop can be directly linked to the video; they note
that some other airlines (American, Continental, Delta, and Southwest) also had drops in their stock price on
that date, and that United stock had been on a roller coaster all that quarter, including some days with drops
greater than 10% in value. Additionally, since the video was posted on July 6, the cumulative stock price drop
was only 2% (from 3.34 to 3.26). According to UAL's stock prices, the stock started the year at $11.87, but
dropped to a low of $3.94 on March 6. On July 2, UAL traded at $3.31 and $4.12 on July 31, growing by 24% for
the month. It traded $12.91 by Dec 31, 2009, up 390% since July 2.

Reputação Online - Fedex

Parte 4 – IBM Connections
developerWorks,
Greenhouse &
OpenSocial

IBM Connections: on-premises, cloud ou híbrido

 É uma rede social que explora o potencial de interconexões,
equipamentos e conhecimentos entre pessoas, empresas e tecnologias
Desenvolvendo para o IBM Connections: developerWorks

• Mais de 8 milhões de profissionais de TI em todo o
mundo
• Mais de um milhão de usuários no Brasil.
• Contém 30.000 artigos, fóruns que atraem 1 milhão
de visitantes por mês, 400.000 perfis ativos, 800
bloggers e 450 wikis

Desenvolvendo para o IBM Connections: OpenNTF.Org

Participe, submeta seu projeto até 3 de Novembro
Desenvolvendo para o IBM Connections: OpenNTF.Org

Desenvolvendo para o IBM Connections: IBM Greenhouse

Parte 5 – Casos de Sucesso

Caso de Uso #1: Cemex - Colaboração em Projetos
• Cemex uses the platform to accelerate product development, share best practices globally and drive strategic
initiatives such as its low carbon sustainability strategy.
• In addition, Shift provides a single and seamless gateway for employee communications as well as powerful social
business tools that drive employee collaboration. The Shift platform also provides a channel for quickly locating
experts and expertise, regardless of location.

Caso de Uso #2: Pepsi Co - Colaboração em Projetos
• Connections software makes it easier for colleagues doing complementary work to network and share expertise,
even if they didn't know each other before.
• IBM social software can enable PepsiCo associates to collaborate better with those outside the company as well.
Global R&D, for instance works closely with university researchers, who “bring to the table knowledge that isn't
inherent in our organization,” says Barth. “Given the focus of R&D on new product innovation, it's critical to connect
outside experts to our associates throughout the organization.” Similarly, the ability to connect broadly with scientific
associations, research foundations and alliances should help global R&D expand its expertise and drive new product
innovation.
"If we can connect associates more
quickly, and give them better tools
for sharing expertise and best
practices, we can drive innovation
and increase productivity across the
entire global organization." -- Jeff
Barth, senior director of portal
collaboration and digital shared
services, PepsiCo Inc.

Caso de Uso #3: Hansgrohe - Colaboração em Projetos
Within six months of implementing IBM Connections 3.0.1 software, Hansgrohe significantly improved communications
for international projects. Using this solution provided greater transparency and made it easier for the client to connect
the right employees with one another.
With Connections software, the client now has a centralized and standardized collaboration platform with numerous
functions that help ensure that information reaches the proper personnel in a timely fashion. The solution also reduced
redundancies by having all the information in the same location.

Caso de Uso #4: Staples - Comunicação Interna (Comunicações)
Staples gained a streamlined social-business network for its employees that supports knowledge sharing and
collaboration. Employees use the Hub portal solution to gain valuable insight into product capabilities and build
professional relationships. In turn, staff productivity and satisfaction increased, as has business growth and
the client's revenues.
"We’re thrilled with the partnership. IBM
Software Services for Collaboration and the
IBM Software Accelerated Value Program
brings us services and products to ensure that
our web portal and social networking can
expand to grow our business. In fact, the
Staples intranet, 'the Hub,' was named by
Nielsen Norman Group as one of the top 10
intranet sites of 2012."
-- Joanna Sheyner, senior IT manager - portal
systems, Staples

Caso de Uso #5: HSBC - Comunicação Interna (Comunicações)
HSBC Bank plc achieved the following benefits:
- Boosted employee participation in pertinent business discussions
- Encouraged employees to share ideas, resulting in several cost-saving opportunities, including an idea that is
expected to save more than GBP100,000
- Simplified collaboration by providing secure and reliable communication outlets supported by a robust
platform
"There are several cost-saving ideas being
implemented that will immediately save
hundreds of thousands of pounds. The service
is getting commendation from the very highest
level of the bank, and we recently even
modified it to serve as a tool for polling
questions to the UK CEO, on his request."
-- Richard Jeans, innovation management
department, HSBC Bank plc

Caso de Uso #6: Colgate - Comunicação Interna (Comunicações)
Colgate-Palmolive improved the productivity of all employees and enabled the Global Information Technology
department to more quickly deliver IT improvements to the enterprise.
Within the Global Information Technology team, the staff benefits from common collaboration tools and
unified, up-to-date information. Department members can easily share files, presentations and best practices
to accelerate learning and improve overall operations. Staff members can also streamline event management
by storing best practices in shared event templates.
"IBM Connections software lessens the difficulty of
collaborating across time zones. We think it will bring our
employees closer together, making them more productive
in their interactions with others around the world.
"IBM is our strategic business partner. It listens to our
requests and adds features to the next release. We're
very happy with the IBM suite of integrated applications."
-- Linda Van de Wiele, associate director, Colgate-
Palmolive

Caso de Uso #7: Electrolux - Comunicação Interna (Comunicações)
•Increases employee networking capabilities to boost internal intranet activity and communication
company wide
•Identifies solution supporters and helps build grassroots interest, support and adoption to
encourage the exchange of ideas
•Establishes important strategic communities and editorial content that inspires and engages
people, while social collaboration and personalization features empower employees to act
“By using Connections to engage employees,
deliver content and encourage collaboration, we
can enhance our products as well as our
business strategy and culture.”

Caso de Uso #8: Omron - Gestão de Conhecimento
Omron Europe enabled a unified user experience that helps its staff members use social-
media collaboration tools to maximize the value of information-sharing across its continental
enterprise.

Caso de Uso #9: Prudential - Localização de Especialistas
•Enables employees to quickly find subject matter experts (via searchable profiles) with the
key skills required to enhance products and services
•Improves internal productivity and efficiency by empowering employees to initiate
enterprise-wide collaboration (via blogs, wikis and discussion forums) and build new skills
•Provides an innovative approach to knowledge sharing and improved access to
information, helping the company maintain its competitive advantage in a crowded
marketplace
“Our IBM social business
solution provides us with a
robust, secure portal with which
to improve employee
collaboration worldwide. Access
to diverse knowledge and skills
helps us sharpen our competitive
edge.”

Caso de Uso #10: Boston Childre’s Hospital - Treinamento e Suporte a Clientes
Improved the skills applied to patient care and improved impact on patient outcomes
- Experiential social network learning with complimentary expert and peer contextual commentary
- Reduced dependency on availability of experts (it also frees up the experts to focus on new activities)
- Decreased cost of care (efficiency metrics such as training, equipment utilization, length of stay,
transporting patient to location with specialty skills, etc.).

Flávio Mendes
IBM Latin America
Portal and Social Business
Tiger Team Leader
Rio de Janeiro - Brasil
Tel 55 21 9999-9559
Email: fmendes@br.ibm.com
Blog:fgfmendes.blogspot.com
fmendes@br.ibm.com
@fmendes
fgfmendes.blogspot.com

IBM Social Business for ISVs 2013

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