My presentation to Ibero Universidad, on May 30 2008 in Mexico City.

1. New Media at IBM Universidad Ibero Mexico City, Mexico May 30, 2008

3. Fundamental Change in how people: Work Learn Engage

4. Web 1.0 Web 2.0

5. A Global Phenomenon

9. Social Networks Across the World Source: Universal McCann Wave 3 Social Media Tracker Survey, April 14, 2008

10. Proliferation of tools

11. Implications for business

12. Trusted sources of information * Source: IBM Market Intelligence, “ Values-Brand Action Study, ” December 2007 Influence Source Brazil Ger Spain Italy India Sing Japan Average Rank Personal experiences with company’s employees 2 1 1 1 2 1 1 1.3 Analysts or professional organization opinions 1 2 3 2 1 2 2 1.9 Opinions of colleagues, peers, or friends 3 3 2 3 5 4 3 3.3 What companies are doing for others in your industry 6 8 4 7 4 3 6 5.4 Company websites 5 6 5 8 3 5 10 6.0 White papers, research, or case studies 4 4 6 4 7 9 8 6.0 Articles in magazines or newspapers 7 9 10 9 8 6 4 7.6 Online sources, not directly from the company 10 7 7 6 9 8 7 7.7 Tradeshows, conferences, industry forums, events 8 5 9 5 6 10 11 7.7 News stories on TV or radio 11 11 12 12 10 7 5 9.7 Advertising 9 10 11 10 11 11 9 10.1 Direct marketing (e-mail or mail) 12 12 8 11 12 12 12 11.3

14. Shift from Mass Communications to Masses of Communicators

17. Enterprise 2.0 at IBM

19. IBMers and Social Networking 190,000+ (74K+ alumni) 30,000+ current, former 35,000 current, former IBMers 40,000+ (18K+ alumni) 38,000+ current IBMers