Gina poole 2013

© 2013 IBM Corporation

Gina PooleVice President, Marketing & Practitioner OutreachIBM SoftwareMarch 18, 2013

Social Inside-Out and Outside-In


Business innovation is increasingly being delivered via software Rapid pace of change and the digitization of business drives the need for agility

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Software drives almost 80%

of the automotive industry’s functional innovation

An F-35 contains 5.6 million

lines of code

Technology is the #1 force impacting

business today

Robotic surgical systems have the computational capacity of 7 laptops

By the year 2020 in the U.S.,90% of financial transactions will be cashless

Customer experience increasingly drives business needs


Organizations that effectively leverage software innovation outperform their competitors... yet few are able to deliver it effectively

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69%

25%

6%Underperformers

Average performers

Outperformers

Those who leverage it effectively outperform those who don’t

%believe it’s critical

The importance of software development:

But only… %leverage it effectively today

Source: “The Software Edge: How effective software development and delivery drives competitive advantage,” IBM Institute of Business Value, March 2013


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

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Have all the necessary skills Moderate skill gaps Major skill gaps

The IT Skill Gap: Mature and Growth Markets

Source: 2012 Tech Trends Study, IBM developerWorks and IBM Center for Applied Insights, November 2012.


The IBM global community of forward-thinkers Pushing the boundaries of science, technology and business to build a smarter planet

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IBM Tops U.S. Patent List for 20th Consecutive Year

(1993-2012)

67THOUSAND IBM U.S. patents104 IBM Software Labs

20+ developers at each location

IBM developers worldwide

20+THOUSAND


100s of 1000s

100s

10s of 1000s

All IBMers are enabled as Digital IBMers

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Executives/Thought Leaders High-touch coaching and support

Digital IBMers Self-directed education and participation

Technical Practitioners Community-based coaching and enablement

IBM’s digital training and enablementContent topics Formats include Audience

Specific education by social media venue (Twitter, LinkedIn)

Specific education by social media task (e.g. How do I grow my network?)

Live e-meetings with experts

In-person group training

Recorded presentations and self-help modules

Community support

All 400K IBMers

Sessions are hosted in different time zones and in local languages


IBM Social Computing Guidelines guide employee behavior

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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


Many levels of social media contribution Every action counts in a social system

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We encourage our practitioners to identify their goals and decide what level of social participation is right for them

Effo

rt /

Valu

e

Time

Listen

Share

Contribute

Engage


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.

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© 2013 IBM Corporation10

Practitioner Outreach


Practitioner Outreach: Priority Initiatives Driving awareness, interest, engagement, advocacy and revenue

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Demand Generation Awareness and demand

generation engine

Outreach Technical community

outreach and ecosystem growth

Digital Experience Enhanced developer-to- developer experience

Hot Topics Agile, Big Data, Business Analytics, Cloud, DevOps, M2M, Mobile, Security,Social


The risks of not engaging with practitioners through social media

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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.


Drive SME engagement with assetsMeasure and feedback

Social engagement leverages IBM’s experts to drive social outreach

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Blogging tipsContent ideas

Sharable assetsKeywords

Social Engagement and Insights

Listen, analyze social presence Train SMEs on best practices


Use social insight to make and capture markets

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• Provide proactive reputation monitoring

• Provide event based decision support building IBM’s corporate reputation

• Measure and improve our perception through assessment of key voices (our market, our customers. our investors, our employees)

• Discover client needs and trends leading to solution innovation

Build markets through promotion of IBM POV to redefine categories

Assess extent to which a market is being made and identify ongoing actions for improvement

Win competitive mindshare for IBM through social influence and outreach

Build pipeline through social lead identification

Enable sellers to win business with social intelligence based door openers

Obj

ectiv

eSo

cial

Insi

ght C

ontr

ibut

ion

Making Markets

Capturing Markets

Corporate Character

Making Markets

CapturingMarkets


Listen and analyze your social presence IBM Leverages IBM Cognos Consumer Insight

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Product Capabilities

FACEBOOKFACEBOOK

Source Areas

Dimensional Analysis

Filtering

Voice

Keyword Search

Geo-location

Author Analysis

Drill Through to Content

Analysis of Internal Communities

Relevant Topics

Associated Themes

Ranking and Volume

Relationship Tables

Relationship Matrix

Relationship Graph

COMPREHENSIVE ANALYSIS SENTIMENT

EVOLVING TOPICS

AFFINITY ANALYTICS

Business DriversEmployee SentimentEmployee SentimentCorporate ReputationCorporate Reputation

Campaign EffectivenessCampaign Effectiveness

Competitive Analysis

Product Insight

Cognos& SPSS

INTEGRATION

BLOGSBLOGS

DISCUSSION FORUMSDISCUSSION FORUMS

TWITTERTWITTER

NEWSGROUPSNEWSGROUPS

CORPORATE COMMUNITIESCORPORATE COMMUNITIES

VIDEOSVIDEOS

PRODUCT REVIEWSPRODUCT REVIEWS


Training and driving engagement with IBM experts IBM Blue Galaxy

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

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Internal enablement community to empower and equip the IBM technical community to engage with the world’s practitioners


Jason O'DonnellContent & CollaborationRational Client Support

Littleton, MA

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.

Source: the Rational Support blog, one of the top 10 blogs on developerWorks.

“How am I using social networking today? The easier question would be “how am I not using it?”

Blue Galaxy Star Jason O'Donnell

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IBM’s Social Measurement Framework

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Favorable Selling Environment Social Program Effectiveness

Market Interest

Social Program ReadinessMindshare Social Program

Progress

Market term volume– Online conversations

• by segment • by theme• by usage

– Online searches

Share of IBM – Online conversations– Online searches – Influencers’ messages

IBM placement in organic search results for market terms

Social Strategy / Marketing Plan – Created based on social media

research and GTM strategy and plan – Reviewed with management

Full-time Social Program Manager assigned

SMEs identified and recruited

SMEs’ social sites + IBM branded social sites – Established, maintained and active– Compliant with IBM Social Brand

Guidelines

Business goals and baseline measurement set

Collaboration process in place to:– Apply social insights and KPIs– Share marketing plans, messages

and materials with SMEs– Promote SMEs’ + their social sites

Reach– # of people who have opted

into your communication – Followers, fans, friends, unique

visitors, subscribers, members, connections

Engagement– # of times someone interacted

with our content/message– Replies, mentions, engaged

users, likes, comments, post visits, views, favorites, post replies, +1

Amplification– # of times someone re-shared

our content/message – Retweet, Share, Link, g+,

Pin It, Talking About It

Conversion– # of IWM registration yielded


developerWorks: Building technical skills in an industry context Serving IT professionals across the board, from students to partners

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Build skills through the Academic Initiative

Become an IBM Champion

and support skills

Grow and hone skills in

developerWorks

unique visitors each month

4 million+

resources in technical library

40thousand

account for 33% of traffic

7 local language sites

active bloggers

2,700+


Case Study: developerWorks user ... from consumer to evangelist

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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


The IBM Academic Initiative: Building a competitive IT workforce Partnering to better educate millions of students for a Smarter Planet

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ibm.com/academicinitiative

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.

Offering students & faculty worldwide no charge access to:IBM technology and tools Course materials and curriculum Worldwide community of IBM expert volunteers

Smarter Planet offerings for faculty and students:“Smarter Planet Comes to You” eventsSmarter Planet Faculty Innovation AwardsStudent contestsGamification (example: Code Rally )

https://www.ibm.com/developerworks/university/academicinitiative/index.html


IBM Champions: A community helping to build skills

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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

“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

Steve Mills recently honored six IBM Champions for exemplary advocacy and service to the community


Key factors to gaining practitioner outreach success

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Gain success with the right…People: Authentic participation, dialog and engagement by practitioners, for practitioners.

Topics: Social listening and interaction on key topics in the market, not on IBM buzz words.

Training: Focused on participation for business value - impactful, not random (and not via canned tweets from marketing).

Opportunities: Targeted events, meet ups, online chats, etc.

Follow-up: Interactions in communities and at events where technical questions are answered and relationships grow

How to get participation from busy techies…

Provide information they can use quickly: Short missions, meaningful data, targeted opportunities

Emphasize tasks not tools: Focus on “how to build relationships” versus “how to use twitter”

Gamify: Make it fun, win prizes

Showcase stars: Recognition and rewards including exec acknowledgement

Show results: Engagement with champions, business wins, social metrics. Help them establish and demonstrate “social eminence”


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


© 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.

www.ibm.com/software

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http://www.ibm.com/software/rational

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Gina poole 2013