In the spirit of celebrating the close of 2013, this is a simplified visualization of IBM's Enterprise Social Strategy & Programs milestones over the last 10 yrs. (2003-20013). Categories of work include: - Strategy - Research & analysis - Governance - Activation These categories of work are then mapped to 4 Maturity stages, depicted at the bottom, advancing from left to right: Ad-hoc experimentation / discovery (2003-2009) Sponsored exploration (2009-2010) Business unit engagement (2011-2012) Enterprise engagement (2012-2013) I'm happy to say I've been a part of this journey each step of the way and was able to document the milestones & stages of maturity, acting as an archivist, along with a few of my colleagues especially: Ethan McCarty, George Faulkner, Josh Scribner, Bill Chamberlin & Amy Laine

1. Enterprise Social Strategy
Milestones
I&VT 9 topic: "Social Business"
Social Media Marketing council is formed
Social Listening KPI established:
Ben Edwards announces Digital Strategy
MDI social insights pratice established
IMT Digital Readiness assesment
Digital Leaders Established
IBM CORE framework anounced
Strategy
Web 2.0 classes
Influencer attributes defined
Action Plan Framework and Competitive Assessments method established
Entreprise social listening tool, RFP launched
Social Readiness diagnostic findings announced
Banter and Banter J deployed
Kraft Foods "Vegemite" pilot
2,800 internal blogs published
World Wide SBM Community (100+)
Social Brand Guidelines
200,000 Linkedin followers
Social Computing
37.5 million Podcasts downloads
Social Web Inventory
50,600 Connections blogs
Social Brand Registration Form
Digital execution framework (DEF)
DCoP Membership 1600+
Secure Computing Guidelines, compliance and certification
Digital community of Practice (DCoP)
17,000 Connections blogs
MockingBird Pilot
CCI, SPSS deployed, Social Intelligence Office launched in Bangalor
Social Business Manager Role Established
16 million podcast downloads
reputation analysis)
Media Library launched
Activation
IBM Wins SAMMY for "Best Socialized Business"
Social Media Analytics delivered to marketplace
Social monitoring and engagement tools selected
Topic Hierarchy created
CoBRA deployed (Corporate brand and
Governance
Expertise locator
Social Listening pilots launched
1 million podcasts downloaded IBM
Research & analysis
Values brand action study reveals brands
IBM I&VT9 Executive Report
SME Progress Reports Delivered
Social strategist role established
experienced through IBMer
Virtual Worlds
Social Measurement Framework Established
Established intentional social enablement ecosystem
IBM has 42,000 YouTube views
M&C transformation workgroups
MDI Assessment of IBM Executive Social Presence
GMU Digital Strategy Workshops
MDI quarterly insights reports established
IBM Connections Communities deployed
Influencer Mangement System requirements defined
Digital Dashboard Deploys
114,000 Wikis created
MoMM has 260,000 iPad app downloads
Select Assesment Beta
Minds of Modern Mathematics iPad app
for the Centenial
Guidelines published
Social Computing
Guidelines updated
IBM Voices Reach 868,000
89 Brands Verified for Voices
162 IBMers in Voices
Select Program (300 SMEs)
Digital IBMer Hub Refresh
Social Business @ IBM renamed Digital IBMer Hub
Social Eco-System Mapping Framework
730 compliant social brand accounts
75,000 Wikis created
IBMers share 3.2 million hours of service
460 Communities created every day
Social Eminence Pilot renamed Select Program (50 SMEs)
Social Eminence Pilot (6 SMEs)
Social Computing
535,000 LinkedIn followers
Social Business @ IBM deploy
205,000 Connections Communities
Expertise Locater renamed Forward Thinker
Forward Thinker widget
Blogging Guidelines published
Blog Central launched
DCoP Membership 1,000+
Social Eminence pilot (17 SMEs)
19.3 million YouTube views
Select Assessment deploys on Forward Thinker
Guidelines updated
World Wide SBM Community (50+)
IBM Voices Reach 367,000
Social Media Aggregator
Voices Beta 2.0
Digital IBMer Hub Community & Resource Center
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
Digital IBMer Series on w3 showcases SME Case Studies
Social Media Aggregator - Voices version
2013
Maturity stages
Ad-hoc experimentation / discovery
Sponsored exploration
Business unit engagement
Enterprise engagement
Characteristics
No engagement
Lack of cultural readiness
Restricted (i.e. legal, regulated industry)
Limited complexity
Free tools / tools evaluation
Experimental
People working in their spare time
Stovepiped investments
Decisions by BU functions
Ownership disputes
Business targets for social
Comms or martketing straining to scale
Growing effort to coordinate
Some data integration
Business process focus
Enterprise standards and best practices
Data integrated into business processes
Cost efficiency imperative
Investment sharing
Leadership
Management skeptical of business value
Taking steps to build skills and culture
No overarching vision,
underdeveloped coordination
Successful transformation of major enterprise processes
Strong overarching vision and culture, good governance, digital initiatives
generating measurable business value
Business Value
Brand becoming irrelevant to increasingly social society, unable to
control risk, no influence over earned media.
Some improved customer understanding
Some brand surveillance, cost reduction
Improved customer insight, new customer touchpoints,
predictive modeling
Strengthened productivity through worker enablement, increased
employee engagement, enhanced customer experience, lead
generation and customer acquisition
Socially modified business models, open innovation, top line growth,
new revenue streams