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Gina poole 2013
1.
Gina Poole Vice President,
Marketing & Practitioner Outreach IBM Software March 18, 2013 Social Inside-Out and Outside-In © 2013 IBM Corporation
2.
Business innovation is
increasingly being delivered via software Rapid pace of change and the digitization of business drives the need for agility Software drives Robotic surgical systems have the almost 80% computational capacity of the automotive industry’s of 7 laptops functional innovation By the year 2020 in the U.S., An F-35 contains 90% of financial 5.6 million transactions will be lines of code cashless Technology is the Customer experience #1 force impacting increasingly drives business today business needs 2 © 2013 IBM Corporation
3.
Organizations that effectively
leverage software innovation outperform their competitors... yet few are able to deliver it effectively The importance of % software development: believe it’s critical But only… % leverage it effectively today Those who leverage it effectively outperform those who don’t Outperformers 69% Average performers 25% Underperformers 6% 3 Source: “The Software Edge: How effective software development and delivery drives competitive advantage,” IBM Institute of Business Value, March 2013 © 2013 IBM Corporation
4.
IBM’s practitioner outreach
initiative can help close the gaps associated with software delivery Current IT Marketplace reveals a critical shortage of skills IT Practitioners are both influencers and decision makers in the purchasing process The IT Skill Gap: Mature and Growth Markets Have all the necessary skills Moderate skill gaps Major skill gaps Source: 2012 Tech Trends Study, IBM developerWorks and IBM Center for Applied Insights, November 2012. 4 © 2013 IBM Corporation
5.
The IBM global
community of forward-thinkers Pushing the boundaries of science, technology and business to build a smarter planet 20+ THOUSAND IBM developers worldwide 104 IBM Software Labs 67 THOUSAND IBM U.S. patents IBM Tops U.S. Patent List 20+ developers for 20th Consecutive Year at each location (1993-2012) 5 © 2013 IBM Corporation
6.
All IBMers are
enabled as Digital IBMers 100s Executives/Thought Leaders High-touch coaching and support Technical Practitioners 10s of 1000s Community-based coaching and enablement Digital IBMers 100s of 1000s Self-directed education and participation IBM’s digital training and enablement Content topics Formats include Audience Specific education by social Live e-meetings with experts All 400K IBMers media venue (Twitter, LinkedIn) In-person group training Sessions are hosted in different Specific education by social Recorded presentations and time zones and in local media task (e.g. How do I grow self-help modules languages my network?) Community support 6 © 2013 IBM Corporation
7.
IBM Social Computing
Guidelines guide employee behavior The Guidelines outline: Responsible engagement What employees are not approved to talk about Rules of the road: Be professional, don’t pick fights, don’t feed the trolls Speak for yourself, not IBM Respect copyright, laws, and other people Add value Guidelines for secure computing: Protect IT assets and information Practice safe computing and report security incidents 7 © 2013 IBM Corporation
8.
Many levels of
social media contribution Every action counts in a social system Contribute Effort / Value Engage Share Listen Time We encourage our practitioners to identify their goals and decide what level of social participation is right for them 8 © 2013 IBM Corporation
9.
Helping IBMers find
success in social outreach Decide what your level of social participation is right for you Identify your goals and decide what your level of social participation is right for you. Recognize the personal and professional value Find the sweet spot of personal value, but also understand what the business measurements are, and how your participation contributes. Be social with purpose and with confidence Learn how to engage effectively with intention and achieve social balance. Share your experience to build your reputation and enable others Build your reputation while enabling others who value your input. 9 © 2013 IBM Corporation
10.
Practitioner Outreach 10
© 2013 IBM Corporation
11.
Practitioner Outreach: Priority
Initiatives Driving awareness, interest, engagement, advocacy and revenue Digital Experience Outreach Demand Generation Enhanced developer-to- Technical community Awareness and demand developer experience outreach and ecosystem growth generation engine Hot Topics Agile, Big Data, Business Analytics, Cloud, DevOps, M2M, Mobile, Security,Social 11 © 2013 IBM Corporation
12.
The risks of
not engaging with practitioners through social media If expertise is absent from online conversations, you risk relevance. If a forum question or blog comment goes unanswered, you risk a perception of indifference. If a competitor responds where you should respond, you risk opportunity. 12 © 2013 IBM Corporation
13.
Social engagement leverages
IBM’s experts to drive social outreach Blogging tips Content ideas Sharable assets Keywords Listen, analyze social presence Train SMEs on best practices Social Engagement and Insights Measure and feedback Drive SME engagement with assets 13 © 2013 IBM Corporation
14.
Use social insight
to make and capture markets Objective Making Making Capturing Capturing Corporate Markets Markets Markets Markets Character Social Insight Contribution • Provide proactive • Discover client needs reputation monitoring and trends leading to Win competitive mindshare solution innovation for IBM through social • Provide event based influence and outreach decision support Build markets through building IBM’s promotion of IBM POV Build pipeline through social corporate reputation to redefine categories lead identification • Measure and improve Assess extent to which Enable sellers to win our perception through a market is being business with social assessment of key made and identify intelligence based door voices (our market, our ongoing actions for openers customers. our improvement investors, our employees) 14 © 2013 IBM Corporation
15.
Listen and analyze
your social presence IBM Leverages IBM Cognos Consumer Insight Business Drivers Competitive Analysis Corporate Reputation Corporate Reputation Employee Sentiment Employee Sentiment Campaign Effectiveness Campaign Effectiveness Product Insight Source Areas Product Capabilities FACEBOOK FACEBOOK COMPREHENSIVE SENTIMENT ANALYSIS Cognos BLOGS BLOGS Keyword Search Dimensional & SPSS Geo-location Analysis DISCUSSION FORUMS DISCUSSION FORUMS Author Analysis Filtering I Drill Through to Voice N TWITTER TWITTER Content T Analysis of Internal E Communities G NEWSGROUPS NEWSGROUPS R EVOLVING A CORPORATE COMMUNITIES CORPORATE COMMUNITIES TOPICS T AFFINITY ANALYTICS Relevant Topics I VIDEOS VIDEOS Associated Themes O Relationship Tables N Ranking and Volume Relationship Matrix PRODUCT REVIEWS PRODUCT REVIEWS Relationship Graph 15 © 2013 IBM Corporation
16.
Training and driving
engagement with IBM experts IBM Blue Galaxy Internal enablement community to empower and equip the IBM technical community to engage with the world’s practitioners Enabling bright and talented IBM technical professionals to engage through social media and face-to-face to: – Develop and nurture client relationships – Share and learn practical expertise Stars in our galaxy – Socially active IBM technical professional luminaries help guide practitioner actions; social media missions 16 © 2013 IBM Corporation
17.
Blue Galaxy Star Jason
O'Donnell Goals: To connect with people and grow my own knowledge about the world we live in from a global perspective. Technical authority: Social Business strategist and Content and Collaboration leader for IBM Rational Client Support, helping clients find the information they need when they need it. Social participation: Jason is an active blogger, both personally and professionally. He is active on Twitter, LinkedIn, and many other social networks, and responds quickly to comments and interactions with his followers. Jason O'Donnell Content & Collaboration Rational Client Support Source: the Rational Support blog, one of the top 10 blogs on developerWorks. Littleton, MA “How am I using social networking today? The easier question would be “how am I not using it?” 17 © 2013 IBM Corporation
18.
IBM’s Social Measurement
Framework Favorable Selling Environment Social Program Effectiveness Market Social Program Social Program Mindshare Interest Readiness Progress Market term volume Share of IBM Social Strategy / Marketing Plan Reach – Online conversations – Online conversations – Created based on social media – # of people who have opted • by segment – Online searches research and GTM strategy and plan into your communication • by theme – Influencers’ messages – Reviewed with management – Followers, fans, friends, unique • by usage visitors, subscribers, members, – Online searches IBM placement in Full-time Social Program connections organic search results Manager assigned for market terms Engagement SMEs identified and recruited – # of times someone interacted with our content/message SMEs’ social sites + IBM – Replies, mentions, engaged branded social sites users, likes, comments, post – Established, maintained and active visits, views, favorites, post – Compliant with IBM Social Brand replies, +1 Guidelines Amplification Business goals and baseline – # of times someone re-shared measurement set our content/message – Retweet, Share, Link, g+, Collaboration process in place to: Pin It, Talking About It – Apply social insights and KPIs – Share marketing plans, messages Conversion and materials with SMEs – # of IWM registration yielded – Promote SMEs’ + their social sites 18 © 2013 IBM Corporation
19.
developerWorks: Building technical
skills in an industry context Serving IT professionals across the board, from students to partners Grow and hone skills in developerWorks Build skills Become an IBM through the Champion Academic and support Initiative skills 4 million+ 40 thousand 7 local language sites 2,700+ unique visitors resources in account for active bloggers each month technical library 33% of traffic © 2013 IBM Corporation 19
20.
Case Study: developerWorks
user ... from consumer to evangelist Lotus expert has answered over 500 questions on the developerWorks forums Started “YellowSphere,” a developerWorks space providing the community with step by step guides for using Lotus with WebSphere solutions “I started using developerWorks from the beginning of my career... dW pretty much helps me every day. “dW helped me to get in touch with several people that really helped me out when I was starting in my career. Now… I use the dW forums, and improve my relationships. My hope is to have several people with different skills to be able to help out each other.” “I am trying to return what the Lotus Forums gave me when I started, almost 5 years ago.” Sebastian Fratini NSX, Argentina 20 © 2013 IBM Corporation
21.
The IBM Academic
Initiative: Building a competitive IT workforce Partnering to better educate millions of students for a Smarter Planet Offering students & faculty worldwide no charge access to: IBM technology and tools Course materials and curriculum Worldwide community of IBM expert volunteers ibm.com/academicinitiative Smarter Planet offerings for faculty and students: “Smarter Planet Comes to You” events Smarter Planet Faculty Innovation Awards Student contests Gamification (example: Code Rally ) Since inception in 2004: 45,000 faculty across 10,000+ institutions have participated in the Academic Initiative, teaching 100,000 courses to 2.7M+ students. 21 © 2013 IBM Corporation
22.
IBM Champions: A
community helping to build skills IBM Champion Program: Leveraging Experts – Increasing content and reach – Answering questions and offering support to other IT professionals – Providing feedback and guidance during product development Benefits – Recognition in both online and offline venues – Ongoing relationship with technical leaders – Input on product roadmaps – Participation in IBM and industry conferences – Networking with other Champions – Discounts on training and certification Steve Mills recently honored six IBM Champions for exemplary advocacy and service to the community “Benefits of being an IBM Champion include networking with other like-minded people who want to see Rational grow, demonstrating… my commitment to the technology… and it’s a lot of fun!” John McDonald, CEO, CloudOne IBM Champion for Rational “As an IBM Champion I can connect to other IBM champions who are doing some great work, connect to a community of innovators...and meet new people and connect to experts.” Simon Vaughan, Deputy IT Director, Information Services, Cardiff University, IBM Champion for Collaboration Solutions 22 © 2013 IBM Corporation
23.
Key factors to
gaining practitioner outreach success Gain success How to get participation with the right… from busy techies… People: Authentic participation, dialog and Provide information they can use quickly: engagement by practitioners, for practitioners. Short missions, meaningful data, targeted Topics: Social listening and interaction on opportunities key topics in the market, not on IBM buzz Emphasize tasks not tools: Focus on “how to words. build relationships” versus “how to use twitter” Training: Focused on participation for Gamify: Make it fun, win prizes business value - impactful, not random (and not via canned tweets from marketing). Showcase stars: Recognition and rewards including exec acknowledgement Opportunities: Targeted events, meet ups, online chats, etc. Show results: Engagement with champions, business wins, social metrics. Help them Follow-up: Interactions in communities and establish and demonstrate “social eminence” at events where technical questions are answered and relationships grow 23 © 2013 IBM Corporation
24.
For more information
………. The software edge – IBV Study: ibm.com/services/us/gbs/thoughtleadership/softwareedge/ IBM Social Computing Guidelines: ibm.com/blogs/zz/en/guidelines.html IBM Social Software – Connections - ibm.com/software/lotus/products/connections/ IBM Social & Predictive Analytics: ibm.com/social-business/us/en/solutions/social- analytics.html IBM Product & Service Innovation Software: Application Lifecycle Mgmt & Embedded Software: ibm.com/software/rational The Invisible Thread (Gina’s blog): ibm.com/developerworks/mydeveloperworks/blogs/invisiblethread/?lang=en © 2013 IBM Corporation
25.
www.ibm.com/software © Copyright IBM
Corporation 2013. All rights reserved. The information contained in these materials is provided for informational purposes only, and is provided AS IS without warranty of any kind, express or implied. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, these materials. Nothing contained in these materials is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software. References in these materials to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities referenced in these materials may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. IBM, the IBM logo, Rational, the Rational logo, and other IBM products and services are trademarks of the International Business Machines Corporation, in the United States, other countries or both. Other company, product, or service names may be trademarks or service marks of others. 25 © 2013 IBM Corporation
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