Social Business Management & Governance

Adam Christensen, IBM

SMASH L.A. April 7, 2011

IBM social media programs timeline

Online VM Chat Forums (1980s)

Launched online employee portal, w3 (1996)

Launched Lotus SameTime Instant Messaging (1998)

Launched developerWorks Communities (1999)

80s-90s 2001 2003/04 2005

Launched first all-employee online brainstorm, WorldJam

ValuesJam: Employees collaborate to create Values

BlogCentral: All-employee blogging platform on intranet

developerWorks blogs on ibm.com

WikiCentral launched on w3.

Employee self publishing platform, IBM Media Library, launched on intranet

2006

IBM hosts InnovationJam for employees, clients, etc.

2007

Cattail: social file sharing

DogEar: social tagging

Fringe4: Internal social networking

BeeHive: Internal social network

BlueTwit: microblogging behind firewall

2008

Lotus Connections established on w3 and ibm.com

SocialBlue: Internal social network

2009

BlogCentral, WikiCentral, BlueTwit, SocialBlue, DogEar, Cattail all merge into Lotus Connections

Social Aggregator launched

Expert Locator launched on ibm.com

IBMers form largest employee communities on LinkedIn, Facebook, Twitter

People for a Smarter Planet on Facebook

2010

Social Business & IBM tool launched

Expert Locator across P.O.E. domains

Deployed Social Business Manager role

2011

IBM social media governance timeline

Employees Write Blogging Guidelines

2005

Update Blogging Guidelines (now called SocialComputingGuidelines)

Conduct Enterprise Risk Assessment

Legal publishes Social Computing FAQs

All employee BCG Education

2008 2009 2010

Social Computing Guidelines 3.0

IBM SVPs Host Social Business Forum

Social Media located on IBM Enterprise Risk Map

2011

Launch the Social Business @ IBM Tool

Create Social Business Management Council

Host Social Business Jam

Build Social Intelligence System for always-on crisis and opportunity monitoring & workflow

IBM Social Business Management Council

Mission StatementThe IBM Social Business Management Council is a governance body established as a result of the recommendations of the 2010 IBM Social Media Enterprise Risk Assessment, which analyzed the reputational effect of employee use of social media. The Council — a cross-company, cross-discipline executive council — aims to ensure that IBM takes full advantage of social media to drive business benefit, while simultaneously managing the potential risks associated with employee use of social media. The Council seeks to foster greater operational collaboration, standardized governance and consistency in social media execution as IBM embraces social business.