Lotusphere 2012: Learning the Ways of the Social Dragon

Session BP304
The Way of the Social Dragon:
Ten Key Strategies for Building a
Thriving Social Community
in Your Organization

Carlos Casas | CEO | RockTeam & IBM Champion

Kat Mandelstein | Director | IBM Collaboration Solutions
© 2012 IBM Corporation

Who We Are

http://about.me/katmandelstein http://about.me/carloscasas

Wordle for Carlos

2 | © 2012 IBM Corporation

What are we going to talk about in this session?

■ You've got a Social Pilot, now what? The Social Dragon knows...

■ We'll take a first hand look at some of the social capabilities in the IBM
Social Business offerings that are key for community adoption

■ Discover Ten Key Strategies for Building a Thriving Social Community
in Your Organization

■ Take a first hand look at some Community Best Practices from IBM,
RockTeam & Customers

■ Learn how you will know when you have succeeded


Why do some Social Business projects fail?

■ Just because you build it, does
not guarantee they will come

■ It's not about the tools,
it's about the people

■ People are set in their ways

■ It's not easy to change
corporate culture

Image: Ambro / FreeDigitalPhotos.net 4 | © 2012 IBM Corporation

Learning the Way of the Social Dragon

■ "Dragon" comes to us from the
Greek word for seeing "derkein”.
The dragon has unusually sharp
vision in the physical, intellectual
and psychic realms.

■ The Social Dragon has the power
to connect networks of business
people – whether consultants,
customers, partners researchers
or employees – to drive
collaboration and innovation.

■ The Social Dragon has the vision
to build a strong community.

Our need for social interactions, community
and social media is inherent. We are social
creatures by nature who crave meaningful
interactions with others.
- Dave McGurgan, Digital Media Manager, RockTeam


“Social Media, it turns out, isn’t about
aggregating audiences so you can yell at
them about the junk you want to sell. Social
Media, in fact, is a basic human need,
revealed digitally online. We want to be
connected, to make a difference, to matter
… we want to belong...”
- Seth Godin, sethgodin.typepad.com

http://www.famousbloggers.net/66-awesome-social-media-quotes.html


According to IDC's Social Business Survey
conducted in September 2010, 41% of
respondents indicated that they have already
implemented an enterprise social software
solution and 35% of survey respondents
believed that using social software made them
more productive. Respondents experienced
an 11-30% in time savings.


...the fastest-growing segment of the
collaborative applications market is the emerging
social platforms category. The social platforms
market achieved $370 million in 2009 and will
reach nearly $2 billion by 2014, representing a
compound annual growth rate (CAGR) of 38.2%
over the forecast period.

Source: Becoming a Social Business: The IBM Story - ftp://ps.boulder.ibm.com/ftp/demos/226706-IDC-
Whitepaper-Becoming-a-Social-Business-IBM-Story.pdf


The Consumerization of IT.....

....Are YOU ready?


And the job itself most likely won't be based
in an IT department, but embedded in
another business function such as sales,
marketing, manufacturing, or supply chain,
with the employee working alongside tech-
savvy business colleagues.

Source: Computer World – IT's winning (and losing Job Titles - http://bit.ly/shV5Tw


Unlike the traditional IT environment, which
consisted of a portfolio or inventory of
discrete applications and technologies
tended by in-house technical specialists, the
emerging environment is a tightly-woven
fabric of on-premises and off-premises
services offered to an increasingly mobile
workforce and customer base on an ever-
widening range of consumer devices, like
smartphones and iPads.
Source: Computer World – IT's winning (and losing Job Titles - http://bit.ly/shV5Tw


Empowering the Social Dragon's Magic
■ IBM Connections® 3.0
– Industry-leading Social Business platform that integrates and fosters
community building and social interactions.
– Built on the robust Websphere® platform creating new technical learning
opportunities for the classic Lotus Notes® Domino® engineer!


What's the business value of social collaboration with IBM Connections®?
Collaboration is about people not just documents!

42% 2 hours
5.3 per day
hours wasted per make decisions with the
employee per week wrong input at least once a spent looking for the
due to inefficient week right information and
processes expertise

2/3 800
of people can’t find the help
they know is out there
Billion
Business events
daily

98% of CEOs say they need to restructure the way their
organizations work - Source: IBM CEO Study 2008

IBM Rational Team Concert™ + IBM Connections®
Connecting Software Development Projects with Communities
● Provides a social context to software development activities
● Coordinate cross organization projects involving both
development and business stakeholders by linking IBM
Connections activities with Rational Team Concert projects
─ Enables Rational Team Concert development teams to
collaborate with all stakeholders via IBM Connections
● Enhance productivity and agility across teams though
expertise discovery, collaboration, shared intellectual 15
IBM
capital, and social learning Confiden
tial

M a n a g e N e tw o r k in g A n n o u n c e , d is c u s s D e fin e s D e liv e r s R e s p o n s ib le fo r

A c tiv itie s P r o file s B lo g s P la n S tre a m s W o r k - ite m s
F o llo w s
D is c u s s , s u p p o r t

F o ru m s P ro c e s s
P ro d u c e s
D o c u m e n t c o lla b o r a tio n C o m m u n ity P r o je c t
B u ild
W ik is
G e n e ra te s

S h a r e , o r g a n iz e
E v e n ts
S h a re s O w n s
B o o k m a rk s F e e d s
D a s h b o a rd C o m p o n e n ts

T h e c o m m u n it y is t y p ic a lly m a d e u p o f th e p r o je c t t e a m P r o je c t t e a m t y p ic a lly m a d e u p o f d e v e lo p e r s , t e s te r s ,
p lu s e n d - u s e r s , b u s in e s s p a r t n e r s , e x e c u t iv e s , d e v e lo p m e n t m a n a g e r s , t e s t e r s , r e q u ir e m e n t s a n a ly s t s ,
s t a k e h o ld e r s a n d e tc . s c r u m - m a s t e r s , r e le a s e e n g in e e r s a n d e t c .

Connections Files – Enabling Community Collaboration


IBM Lotus Notes® 8.5.3 & IBM Connections® Files & Profiles
NEW Entitlement for IBM Lotus Notes Domino® 8.5.3
Customers: Considered your “jumpstart” to Social Business and
an on-ramp to IBM Connections® 3.0


A Fire Breathing Technical Community!

■ Fact: The Notes/Domino 8.5.3 release includes a significant new entitlement as
part of Domino Client Access Licenses or Domino Express licenses -- the right to
use two key capabilities of IBM Connections 3.0.1: Files and Profiles at no
additional charge.

■ These entitlements join IBM Sametime® Entry, IBM Lotus Symphony™, Tivoli®
Directory Integrator, Lotus Mobile Notes® , and others as part of key additional
value you receive as part of your license and subscription investment in
Notes/Domino.

■ Your Community Platform is Ready! Are you?


How Do Notes & Domino 8.5.3 Enable Community?

Source: http://ibmtvdemo.edgesuite.net/software/lotus/demo/notes/version853/index.html

The point is...

...the Platform for Social Business and Community
is available now to our Notes & Domino Community.
..breathe fire into the collaboration environment,
enable Files & Profiles!


We Live in a Real-Time Culture

Dissemination of news via social media,
social sharing, location-based apps,
shopping, the list goes on...


IBM Sametime® & UC2® enables Community
■ Moving from the Inbox to Instant Meetings (Real-time Collaboration!)

Real Benefits, Real ROI

S pe e d
D e c is io n M a k in g

A c c e le ra te R e d u c e Tra v e l
B u s in e s s P ro c e s s e s & C o m m u n ic a tio n s C o s ts

A c c o m m o d a te D iv e rs e S u p p o rt
Us e r P re fe re n c e s D is trib u te d
Te a m s


IBM Sametime® & UC2® enables Community

“Our idea is to let knowledge workers have
all-round connectivity,” said IBM Country
Manager for Lotus (IBM Software Group)
Karthik Padmanabhan.

http://www.deccanherald.com/content/211760/ibm-unveils-apps.html


Empowering the Social Dragon's Magic
IBM Social Business in the Cloud! with LotusLive™
■ The All Encompassing Trip
─ Complete set of Community Building Tools (As A
Service)
─ LotusLive Notes™ & LotusLive Engage™
• Social Collaboration in the cloud with messaging,
project management, Instant Meetings, Forms,
Communities, file sharing, and more!


Community in the Cloud with LotusLive™


Ten Key Strategies for Building a Thriving Social
Community in Your Organization
Breathe Fire into Igniting the Community

Create a Culture of Belonging

Set Shared Business Objectives

Manage the Scope of a Community

Appoint a Community Manager

Transform Time and Space

Leverage the Wisdom of the Crowd

Recognize and Reward Participation

Identify Dragon Apprentices and Let them Lead

Sustain the Momentum over the Long Haul 26 | © 2012 IBM Corporation

Breathe Fire Into Igniting
the Community
■ Community awareness is key!

■ Ignite the fire with a strong
community launch and
enablement

■ Understand what motivates those
who you want to participate in
your community

■ Respect their roles in
establishing and growing the
community


Create a Culture of Belonging
■ Encourage network
connections

■ Invite participation and
solicit contributions from all

■ Hold regularly scheduled
community meetings

■ Actively participate in
dialogue in activity streams

■ Polling of community for
decision making

Image: basketman / FreeDigitalPhotos.net 28 | © 2012 IBM Corporation

Set Shared Business Objectives

■ Teams need purpose

■ Collaborate and prioritize
what the goals of the team
should be

■ Set objectives bases on
consensus of team goals

■ Publish shared objectives

■ Checkpoint periodically

Image: phanlop88 / FreeDigitalPhotos.net 29 | © 2012 IBM Corporation

Manage the Scope of a Community
■ Do not make too broad

■ Be aware of community
overlap with existing
communities

■ Avoid fragmentation into too
many sub-communities

■ Watch out for scope creep

Image: winnond / FreeDigitalPhotos.net 30 | © 2012 IBM Corporation

Appoint a Community Manager

■ The Community Manager
serves as the Steward of
the Community
■ Leads structure and
curation of content
■ Connects community
members with relevant
information and insights
■ Keeps community focused
on shared objectives
■ Arbitrator of any
conflict resolution

Image: renjith krishnan / FreeDigitalPhotos.net 31 | © 2012 IBM Corporation

Transform Time and Space

■ Geographically dispersed
teams are the new normal

■ Global timezone
differences are a real
challenge

■ Community allows team
efforts to be available in
one place 24X7

■ Community member
location and availability
status allows team
members to reach out real
time through preferred
communication channel

Images Clovks: Grant Cochrane S[ace:: thanunkorn / FreeDigitalPhotos.net 32 | © 2012 IBM Corporation

Leverage the Wisdom of the Crowd

■ Quickly locate the subject
matter experts for project

■ Brainstorming

■ Encourage new
innovation

■ Recognize cultural
differences, celebrate
and embrace them

■ Encourage different
perspectives and
solutions

Image: jannoon028 / FreeDigitalPhotos.net 33 | © 2012 IBM Corporation

Recognize & Reward Participation
■ Encourage Peer Recognition

■ Social Gamification makes
participation more fun!

■ Virtual Badging
─ Examples: ISW Kudos Badges for IBM
Connections, IBM BlueThanks Widget
(Internal to IBM)

■ Polling on Community Feedback

■ Formal Recognition by Community
Manager for Participation

Image: digitalart / FreeDigitalPhotos.net 34 | © 2012 IBM Corporation

Identify Dragon Apprentices
and Let them Lead
■ Let community members
raise hands

■ Seek out frequent
contributors

■ Leverage born leaders

■ Educate and empower them

■ Assign them tasks and
projects to own and lead

Image: vichie81 / FreeDigitalPhotos.net 35 | © 2012 IBM Corporation

Sustain the Momentum
over the Long Haul
■ Prune out content that is
orphaned or no longer relevant

■ Revalidate community
objectives with members

■ Look for new opportunities for
evolution of the community

■ Care and feeding of the
community is key to
long term success

Image: twobee / FreeDigitalPhotos.net 36 | © 2012 IBM Corporation

Observing Social Communities in Action at IBM

■ Internal Communities
– IBM Corporate Service Corps

– Blue IQ Ambassadors Program
■ External Communities
– IBM developerWorks

– Greater IBM

– IBM Champions


IBM Corporate Service Corps
■ The IBM Corporate Service
Corps has deployed over
1,000 IBMers from over 50
countries. 100+ teams have
served local governments
and NGOs on Smarter Cities
projects in over 20
countries.
■ The teams use IBM
Connections to prepare,
collaborate during
assignment, stay connected
and pass on knowledge to
future teams.
■ Expertise location is used to
help identify other Industry
or Technology specific
knowledge needed on the
projects.

Blue IQ Ambassador Program

■ BlueIQ Ambassadors
are social software
enthusiasts who help
IBM individual
employees, teams and
communities with using
social software.
■ Volunteer army of over
1,700 ambassadors
from 51 different
countries who do this
above and beyond
their day job


Internal Social Business Adoption by the Numbers
■ Profiles: 630k+ IBM Profiles; over 1m searches per week
■ Communities: 4k+ public, 71k+ internal communities
■ Activities: 218k+ Activities
■ Files: 359k Files uploaded, 2.7m downloads, 236k users
■ Blogs: 103k+ internal bloggers
■ 15m+ downloads of employee-generated videos/podcasts
■ 20m+ minutes of LotusLive meetings every month
■ Instant Messaging: 40-50m+ per day

ROI to IBM
■ Search satisfaction has increased
by 50% with a productivity driven
savings of $4.5M per year
■ $700K savings per month in
reduced travel
■ Significant reduction in phonemail,
email server costs


IBM developerWorks

■ Over 1M active members
■ Over 4M unique visitors
per month
■ Over 2,000 new user
profiles per day
■ Winner of Forrester
Groundswell Award
■ Over 50,000 followers on
external social networks


Greater IBM Connection
■ The Greater IBM
Connection Community of
IBMers past and present,
offering community
members a way to connect
or reconnect with IBM-
affiliated friends and
colleagues
■ Community Events:
Virtual and Face-to-Face
■ Career Center &
Networking
■ News & Information
sharing to keep the
community engaged


IBM Champions Community
■ Launched in April 2011, the
IBM Champions Program is
a Recognition Program that
highlights partners, customers,
bloggers and academia that
champion IBM offerings.

■ IBM Champions are chosen
based on their contributions,
depth of knowledge and proven
community participation and
evangelism.

■ Over 400 IBM Champions from
countries across the globe.

■ 63 Champions have been
announced for IBM
Collaboration Solutions.

Customer Example: Health & Wellness

Social-focused Customer Service
Social Business. Social Wellness Internal/External Digital Conversations
Engaged Brand Management | © 2012 IBM Corporation

Customer Example: Flowline Components

Getting back to “doing business”
Social Business in the Cloud Moving to Web 2.0 SaaS
Gains of 40-60% in productivity
| © 2012 IBM Corporation

Go-To-Market – IBM & RockTeam
Growth thru partnering, sharing, & engaging via Greenhouse,
LotusLive, & Sametime

| © 2012 IBM Corporation

Social Business ROI – Measurable & Intangible

“Rather than try to calculate a technology ROI, you
need to look at the return on collaboration and the value
of knowledge access and skill sharing. If a streamlined
collaboration process enables employees to work more
efficiently or more productively, there is value that
should be measurable. Similarly, if social media enables
the organization to more efficiently find and tap the
knowledge and skills of its workers and share that
widely and more quickly, again there should be
something that can be measured and given a value.”
Source: http://bigfatfinanceblog.com/2011/11/23/measuring-the-business-roi-for-social-networks/


But how do I know it is working?
■ How do you measure relationships?

■ How do you optimize people processes?

■ How do you motivate employees to actively participate and
how do you measure that transformation?

■ Monitor over time and make adjustments along the way.

■ Community Measures:

– Soft: Loyalty, Forgiveness, Trust, Peer Support,
Reciprocation, Honest Input

– Trackable: Time, Preference, Advocacy, Speed to Market,
Better Insights through Relationship versus Transaction


Time to Unleash your Social Dragon

Get Engaged with your IBM Rep or IBM Business Partner to get
connected to the various communities right now!

● Lotus® Greenhouse (Join the Lotusphere Community!)
● LotusLive™

● Twitter Hashtags this week ---> #LS12 #SocialDragon
● Lets chat! Follow @KatMandelstein and @CCasas

Leverage your free social entitlements to improve expertise
location, business processes, and speed to market


Other related sessions to attend this week
■ INV310 Lessons Learned: Business Agility Through Standards & Social Business, Angel Diaz
Tuesday, Jan 17 04:45 - 05:45 PM Location: SW 3-4
■ ID227 Social Business Maturity Curve: Customer Success Stories & Best Practices, Chris Crummey,
Wednesday, January 18,10:00 - 11:00 AM N. Hem A-C
■ ID225 Setting Up Communities To Solve Your Biggest Challenges, Suzanne Livingston & Mike
Wanderski, Wednesday, Jan 18, 1:30 - 02:30 PM Pelican 1 & 2
■ BP105 Tick.Tick.Tick.Tick. #! It's Time To Evangelize, Educate And Energize Your Users To Get
Productive, Get Social And Do BUSINESS! Mat Newman, ISW, Wednesday, Jan 18, 3:00 - 04:00 PM,
Location: S. Hem IV -V
■ INV308 Strategy for Establishing Community, Rachel Happe, The Community Roundtable Wed,
January 18 4:15 - 5:15pm Dolphin N. Hem E
■ GURU101 GURUpalooza! Best Practices Speakers Thursday, Jan 19,
10:00 - 11:00 AM Location: SW 5-10

Customer Sessions:
■ CCS102 The Emergence Of Business Networks & Communities- connect.BASF CheeChin Liew,
Tuesday, Jan 17, 11:15 - 12:15 PM Location: SW 7-8
■ CCS108 Social Business At Omron - ONE Communication/Collaboration Platform. Dennis Rot &
Michel Min, Wed, January 18, 2012 3:00- 04:00 PM Location: Toucan 1 & 2

Thanks! Questions?


Legal disclaimer
© IBM Corporation 2012. All Rights Reserved.

The information contained in this publication is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information
contained in this publication, it is provided AS IS without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and
strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this publication or
any other materials. Nothing contained in this publication 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 this presentation 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 this presentation 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. Nothing contained in these materials is intended to, nor shall have the effect of, stating or implying that any
activities undertaken by you will result in any specific sales, revenue growth or other results.

Kudos Badges for IBM Connections is an offering from IBM Business Partner, ISW.

All customer examples described are presented as illustrations of how those customers have used IBM products and the results they may have achieved. Actual environmental
costs and performance characteristics may vary by customer.

IBM, the IBM logo, Lotus, Lotus Notes, Notes, Domino, Quickr, Rational, Sametime, Tivoli, WebSphere, UC2, PartnerWorld and Lotusphere are trademarks of International
Business Machines Corporation in the United States, other countries, or both.


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