I was speaking to 500 attendees yesterday at eConsultancy Funnel Marketing event in London , on building your social business in the right way. I was there to explain how at IBM we transform into a social Business and our unique approach which is not document centric but people centric: The critical turning point for Social Business is the realization that the collective knowledge of networks of people can provide business with a unique competitive advantage.
Ten years ago there was a significant shift in the way people interacted with each other: the web came to the workplace and became a serious business tool for organizations in industries of every kind. Now we’re on the cusp of a major shift in business transformation: the interest in companies wanting to adopt social technologies is on the rise. Businesses are using social media and social networking concepts to transform their business into “social business.” But a Social Business isn’t a company that just has a Facebook page and a Twitter account. The shift to embracing social is no longer about just blogs, wikis and tweets. Now, social concepts are fundamental to real work getting done, and to collaborating with partners and clients. And we all know that external social presence is a reflection of what happens inside of the company.
Goal of the event ? Helping B2B and B2C ‘considered purchase’ strategists deliver results. But as I said in my presentation, this is not anymore about B2B or B2C, we are in the era of C2C or H2H.
IBM’s social media activity dates back to the 1970′s when its mainframe programmers started online discussion forums on the System 370 consoles. For 15 years, IBM employees have used social software to foster collaboration among our dispersed 400,000 person team — long before Generation Y became fixated with social networking sites like Facebook and MySpace. Then, in 1997, IBM recommended that its employees get out onto the Internet, at a time when many companies were seeking to restrict their employees’ Internet access. In 2005, the company made a strategic decision to embrace the blogosphere and to encourage IBMers to participate (I started this blog in June 2005). Today, IBM views itself as one of the most prolific users of social networking in the industry with one of the largest corporate-wide communities on social media sites.
I shared some of our great social media campaign example, and highlighted IBM Virtual Forbidden City Social PR campaign, fantastically orchestrated by Content&Motion
Organizations should realize that having their employees out on the social web can actually provide immense business value and brand recognition.There also has to be a foundation of trust between an organization and its employee.
One of the core values at IBM is “trust and personal responsibility in all relationships.” As a company, IBM trusts—and expects—IBMers to exercise personal responsibility whenever they participate in social media.
Here were my keynote slides