Traditional business hierarchy is not primed for social business. And social tools alone do not make a social business. People working in the open make a social business. At IBM, we’ve learned that transforming into a social business doesn't just happen because social tools are available. By blending traditional and emerging organizational change management techniques, IBM has created a unique point of view on enabling the required behavior and culture change. This presentation highlights the innovative approaches IBM uses to enable all employees to adopt new ways of working. It also provides tips for building executive commitment to your organization’s social business transformation.

1. © 2014 IBM Corporation
INV102: Enabling Culture
Change to Transform into a
Social Business
Bethann Cregg, IBM, VP Social Business Transformation
Marcia Conner, SensifyGroup, Principal
Meredith Singer, IBM, Associate Partner, Org. Change Management

2. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger13
Welcome! #IBMConnect #Culture
Marcia Conner
marcia@marciaconner.com
www.linkedin.com/in/marciaconner
@MarciaMarcia
Bethann Cregg
bethann_cregg@us.ibm.com
www.linkedin.com/in/bethanncregg
@BethannCregg
Meredith B. Singer
meredith.singer@us.ibm.com
http://ibm.biz/mbsinger13
@MBSinger13

3. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger13
Change is essential
for progress
Dayton Safety Electric Meat Choppers, IBM Archive

4. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger13
Out of the world’s estimated 7 billion people,
6 billion have access to mobile phones.
Only 4.5 billion have access to working toilets
If Facebook were a country,
it would be the 3rd largest in the
world (pop. 1.19B)
92% of children under the age
of 2 have a digital shadow
http://marciaconner.com/blog/social-business-numbers/

5. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger13
Social norms are evolving.
People have new
expectations for how they
interact with each other

6. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger13
Companies who socially transform
Customer Service, increase
profits by up to 68%
Companies with highly-engaged
employees have 26% higher
revenue per employee
Financial standouts are 57% more likely
than underperformers to use collaborative
tools to enable global teams to work
http://marciaconner.com/blog/social-business-numbers/

7. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger13
What gets in the way?

8. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger13
“All the technology integration, collaboration software and
community applications deployed internally will prove useless
unless… there is a fundamental shift in the way employees
think, behave, interact with one another and communicate.”
-- Michael Brito, Author, Social Business Thought Leader
1 Social business is about
changing behavior not
just technology
1

9. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger139
Hierarchical nature of
organizations can instill
fear
2
Social business is about
changing behavior not
just technology
1

10. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger13
It’s primarily a behavior
change not just a
technology change
1
Hierarchical nature of
organizations can instill
fear
2
The change can’t be
delegated, dictated or
decreed
3

11. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger13
So, what are we doing?

12. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger13
What we’re doing at IBM
Guiding people: you have to “live it to lead it”2
Seizing moments of impact3
Activating unexpected influencers4
Moving from communications to conversations5
Unpacking our culture and underlying beliefs1

13. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger13
Source: http://www.youtube.com/watch?v=olSIMc4j5Sg&feature=youtu.be
What do we
mean by culture?

14. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger13
Behaviors
Actions
Habits
Values
Beliefs
Mindsets
Assumptions
“I came to see that culture isn’t just one aspect of the game — it is the game.”
• -- Lou Gerstner, IBM CEO 1993-2002

15. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger13

16. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger13
 Business Growth
 Customer Retention
 Financial Performance
 Employee Engagement
 Others?
Set aside social and understand what matters most to leaders…

17. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger13
… then tackle their priorities
What we did (and you can too)
 Reverse mentoring
 Embed it – Client Collaboration HUBs
 Analytics with insight into employee engagement

18. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger1318
Source: http://www.youtube.com/watch?feature=player_detailpage&v=QIqA_YKeboc

19. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger13
The value of social starts to stick when it solves an
immediate business need
Onboard
new IBMers
Build new
skills
Define what
makes us us
Develop
account
plans
Build
meeting
agendas
Recognize
employees

20. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger1320
Even more things you can do…
 Form project-specific change
champion networks
 Unite and connect champions
 Provide guidance and support

21. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger13
70% of all major transformation
programs fail because they ignore
the people side of change

22. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger13
Vision
Change Leadership
Change Impacts
Communications
The basic building blocks remain
the same but with a new spin
Training
Culture
Stakeholder Analysis

23. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger13
Any questions?
Guide people: you have to “live it to lead it”2
Seize moments of impact3
Activate unexpected influencers4
Move from communications to conversations5
Unpack the culture and underlying beliefs1

24. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger1324
Engage Online
 SocialBiz User Group socialbizug.org
– Join the epicenter of Notes and Collaboration user groups
 Follow us on Twitter
– @IBMConnect and @IBMSocialBiz
 LinkedIn http://bit.ly/SBComm
– Participate in the IBM Social Business group on LinkedIn:
 Facebook https://www.facebook.com/IBMSocialBiz
– Like IBM Social Business on Facebook
 Social Business Insights blog ibm.com/blogs/socialbusiness
– Read and engage with our bloggers

25. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger13
 Access Connect Online to complete your session surveys using any:
– Web or mobile browser
– Connect Online kiosk onsite
25

26. #IBMConnect #Culture @BethannCregg @marciamarcia @mbsinger1326
Acknowledgements and Disclaimers
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