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Here is the set of slides that I used at the recent Melcrum Digital Summit event in London (http://www.melcrum.com/digitalsummit/agenda_day1.html) to describe IBM's journey on adopting social software tools both inside and outside of the firewall with our BlueIQ programme.
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©2012 IBM Corporation
Observations on Social Business Adoption within the Enterprise
The IBM BlueIQ ProgramLuis Suarez
BlueIQ Social Software Adoption &Thought Leadership Team - IBM Software Group
http://www.elsua.net @elsua, http://profiles.google.com/elesar
© 2012 IBM Corporation 2
Agenda
● BlueIQ Mission and Program
● BlueIQ Program Results
● BlueIQ Program Evolution
● Summary
© 2012 IBM Corporation 3
Agenda
● BlueIQ Mission and Program
● BlueIQ Program Results
● BlueIQ Program Evolution
● Summary
© 2012 IBM Corporation 4
● Global (worldwide) program to help client facing individuals, teams and organizations in IBM Software Group adopt social software
● Objective: increase individual, team and organizational productivity
in sales, this means increase sales & customer satisfaction
● Implementation inside the firewall
What is BlueIQ?
© 2012 IBM Corporation 5
The BlueIQ Approach to Social Software Adoption
IBM Infrastructure
Communities
Business Processes
BlueIQ Enablement(Self-Study Modules, Live Lunch & Learns,
JumpStart Consulting, BlueIQ Resource Center)
BlueIQAwarenessCampaign
BlueIQAmbassadors
BlueIQSuccessStories
BlueIQ1:1
Mentoring
● Identify best practices, use cases and tools – by role, by task
● Make it easy to get started
Share tools, enablement materials, best practices
● Demonstrate success
Share the vision
Communicate success stories
● Find key influencers as early adopters
Grassroots evangelism
Support communities in local geographies (BlueIQ Franchise)
● Educate Management
● Embed in existing tools & business processes
© 2012 IBM Corporation 6
Leveraging BlueIQ Ambassadors
● A BlueIQ Ambassador is an IBMer who is passionate, and wants to learn more, about Social Software (Awareness, Usage, Adoption)
● Spends time educating other IBMers about their own adoption of social software
● Has joined the Ambassadors community to help drive the adoption of social software at IBM
...in 50+ Countries
...from every IBM Business Unit
1600+ BlueIQ Ambassadors...
© 2012 IBM Corporation 7
BlueIQ Enablement
● Modular Enablement Approach
● All modules less then 30 minutes
● Mix and Match modules based on audience need
● Various pre-defined tracks available
● One live lunch & learn every Wednesday morning
● Recordings and speaker notes available
© 2012 IBM Corporation 8
Agenda
● BlueIQ Mission and Program
● BlueIQ Program Results
● BlueIQ Program Evolution
● Summary
© 2012 IBM Corporation 9
Collaboration among IBMers
More experts, more information, more knowledge
IBM Connections on the intranet metrics:
630,000+ Profiles58,000+ Communities101,300+ Bloggers1.21M+ Bookmarks203,300+ Activities6.95M+ file downloads25.95M+ Wiki page views
As at June 2011
IBM Connections on the intranet metrics:
630,000+ Profiles58,000+ Communities101,300+ Bloggers1.21M+ Bookmarks203,300+ Activities6.95M+ file downloads25.95M+ Wiki page views
As at June 2011
Wiki
Community Share
CommunitiesActivities
IndividualShare
BlogFiles
Bookmarks
Micro-blogging
PersonProfile &
Social Network
© 2012 IBM Corporation 10
Involvement in BlueIQ leads to value
BlueIQ Ambassadors are...
● more likely to feel equipped to evangelize with peers
● more likely to evangelize to managers
● more likely to collaborate efficiently
● more likely to re-use assets
● reporting increased productivity and faster response to customers
● more likely to report increased customer satisfaction and sales
We compared degree of involvement in the BlueIQ program with a variety of productivity measures and found a positive correlation; that is, the greater the involvement with the BlueIQ program, the more value respondents gained from social software
Source: 2Q11 BlueIQ Team Impact Survey
© 2012 IBM Corporation 11
Adoption Takes Time
● It takes time to develop new habits, and to accumulate value
● The BlueIQ Ambassador program can help nurture adopters
Within last week Witihn last month 1-3 mos ago 3-6 mos ago More than 6 mos
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
% Agree
Better use of mobile deviceReduced time in mail jai lReduced time searching for peopleReduced time searching for information
Source: 2Q11 BlueIQ Team Impact Survey
© 2012 IBM Corporation 12
Agenda
● BlueIQ Mission and Program
● BlueIQ Program Results
● BlueIQ Program Evolution
● Summary
© 2012 IBM Corporation 13
State of BlueIQ Program through 2011
Social Software Adoption YTY Comparison*
0
5
10
15
20
25
30
35
40
45
50
2009 2010 1H 2011% o
f the
em
ploy
ee p
opul
atio
n sh
arin
g us
ing
soci
al s
oftw
are
week
ly o
r mon
thly
Software Sales
Systems Sales
Marketing
* % of targeted employee population sharing weekly or monthly using social software on IBM intranet – source of data is Social Networks and Discovery (SaND)
● Excellent progress with the initial BlueIQ mission
Need to continue to nurture and grow the BlueIQ ambassador community
Need to continue to update BlueIQ enablement to further meet the needs (e.g. mobile delivery, new versions of thetools)
● Social software adoption inside of IBM is becoming mainstream
● Social Business emerged as a critical part of IBM's strategy
Social Business, a Smarter Planet solution
Digital Eminence of IBMers, part of IBM branding strategy
© 2012 IBM Corporation 14
Value of Social Business
● Deepen Customer Relationships
Reinventing customer relationships is one of the top three priorities of CEOs*
● Drive Operational Efficiencies
● Optimize the Workforce
Previous focus of the BlueIQ program
* 2010 IBM Global Chief Executive Officer Study
© 2012 IBM Corporation 15
BlueIQ's Best Practices
IBM Infrastructure
Communities
Business Processes
BlueIQ Enablement(Self-Study Modules, Live Lunch & Learns, JumpStart Consulting, 1:1 Mentoring, BlueIQ Resource Center)
BlueIQAwarenessCampaign
BlueIQAmbassadors
BlueIQSuccessStories
● Tailor to audience needs
Focus on usage scenarios that yield the greatest business value – by role, by task, by geography
● Multi-facet approach to enablement to fit the needs
Mix consistent and regular “one to many” enablement with “heavy hand holding” enablement as needed
Mix live enablement sessions, self-study materials, and community based learning
● Provide thought leadership
Active engagement with clients and industry experts to share & learn from best practices
● Drive “ripple effect”
Share the vision, communicate success stories, provide re-usable materials
Tap key influencers as early adopters, “walk the talk”
© 2012 IBM Corporation 16
● New Program for IBM Thought Leaders and Subject Matter Experts
● Focus on External Engagement to
Demonstrate Thought Leadership around key topics related to IBM Software capabilities to create new market and demand
Share Expertise to generate preference for IBM Software
Engage with external influencers to build advocacy for IBM Software
● IBM and non IBM Platforms
IBM Communities, LinkedIn, Twitter, Blogs, Google+, Slideshare, ...
The IBM Software Thought Leadership Program
© 2012 IBM Corporation 17
Agenda
● BlueIQ Mission and Program
● BlueIQ Program Results
● BlueIQ Program Evolution
● Summary
© 2012 IBM Corporation 18
Advice from a successful Program
● Focus on Tasks, not Tools
● Leverage your early Adopters
● Enable in every possible way
● Executives leading the way
● If you can, embed Social into your Line of Business Applications
● Patience
Adoption takes time and repetition
Keep communicating success stories
© 2012 IBM Corporation 19
Thank You!
© 2012 IBM Corporation 20
Additional resources
Nurturing BlueIQ, Enterprise 2.0 Adoption in IBM (IBM Whitepaper)
https://www-304.ibm.com/files/app/person/100000R0P5/file/9e211d17-b003-4e60-81ba-611dce7d9174?lang=e
Agenda for Social Sales (IBM website)
https://www-304.ibm.com/wikis/home?lang=en_US#/wiki/Groundswell/page/Welcome
IBM Social Computing Guidelines (IBM website)
http://www.ibm.com/blogs/zz/en/guidelines.html
BlueIQ External Landing Site: http://bit.ly/blue-iq
Social Business Etiquette: http://ibm.co/zPNSng