Yesterday at Lotusphere we heard about IBM’s big push into social business. Today, the focus is on the way social business works. IBM executives say the company is past the tipping point in its adoption.
This session will be more about how to use social technologies in a business setting.
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8:40 A.M. EST: Starting with a well produced video about the smarter planet campaign with examples of the work’s success and its media visibility.
8:45 A.M EST: Mike Rhodin is on stage. He is talking about the monumental challenges that companies face in a complex world. He points to the overwhelming amount of dta we create. By some measure it is on the order of 15 petabytes per day. Rhodin is looking a the entry points for marketing and customer service; product development and operations. This means:
- Push marketing to trusted relationships
- R&D to shares insights
- Email and phone to professional networks
Rhodin has introduced John Iwata, the marketing executive behind the smarter planet campaign.
8:55 A.M EST: Iwata is talking about the beginnings of the smarter planet initiative. He pointd to the forces driving a smarter planet:
- Instrumented: Smartphone shipments will outpace PCs by 2012.
- Interconnected: Social networking now accounts for 22% of all online time.
- Intelligent: The age of the zettabyte is upon us.
Iwata is now discussing the business value for the new world of business. The question is about how behaviors will change as the people become the center of the enterprise.
9:02 A.M. EST: To drive the value for social bisness ot needs to be secure and scalable. It has to have business outcomes that matter. And it requires responsible management practices.
9:04 A.M EST: Panel! Executives from Cemex and State Street. The State Street executive makes a point we ehr a lot about. The company saw multiple groups adopting social media practices. For example, it was being considered for training and collaboration. The company has 27,000 employees. The goal was to use social media to bring more intimacy to the company. Iwata is with the group. He’s talking about the adjustments that were needed as the organization shifted from a “funnel” approach to one more about community. The shift is in how people are transformed to be part of a community that generates direct outcomes.
9:12 A.M. EST: Starting in the late 1990s the drive at IBM for the Internet was internal. Last year, he went to the executive committee who reacted strongly against the idea of social business and shooting people through the firewall so to speak. The meeting was cut short. It has been a transformation since that point that had to be approached with sensitivity.
9:18 AM EST: The fear of the unknown is a gigantic hurdle for management. The State Street executive said they had to move from risk avoidance to risk management. One lesson: make the entire process opt-in. It is not required. People engage on their own terms but the culture is there to support people. It’s not without risks. There are always risks in emerging markets.
9:25 A.M. EST: That’s it for now! Back in a bit.
10:01 AM EST: I am getting a demo of the Blackberry PlayBook, the RIM tablet device launching this quarter. The view is of the Web, not apps. The seven-inch tablet has apps but they are from companies such as IBM and Microsoft. It’s always a good question why RIM did not get its tablet out sooner. But it’s not just about the tablet. It’s about the entire ecosystem. From a Blackberry perspective, there is the need for apps. There is a need for apps that use touch. To encourage developers, RIM is having contests for people to develop apps. Applications are being built into App World, which serves Blackberry devices and PlayBook. The focus ins on open standards to help spawn the development. There will be a native SDK available for the device but developers can build on it otherwise through such platforms as Adobe Air Mobile Framework. Almost all of the apps are Adobe Air. For IBM, the approach is more about HTML 5 to attract developers. Developers may also develop on Web Works, the platform for technology development.
What can I do with it? QNX is the operating system for the device.
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