Turbotodd

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New IBM Study: The Business of Social Business

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IBM’s recent study on “The Business of Social Business” revealed three major areas where organizations can most effectively apply their social business investments. The study surveyed more than 1,100 businesses worldwide, and included extensive interviews with more than two dozen widely recognized leaders in social business. You can find a link to a downloadable version of the study later in this blog post.

If you’ve been looking for a study that will help you better understand how organizations around the globe are viewing the opportunity social business presents as a fundamental way by which to rethink and overhaul how they conduct their business operations in the social age, IBM has something for you.

Earlier today, we released the new IBM Institute for Business Value study entitled “The Business of Social Business.”

This was a survey conducted of more than 1,110 businesses around the world, and with extensive interviews with more than two dozen recognized global leaders in social business. Many of those executives explained to IBM that, in fact, social business is gaining traction in their organizations.

Top line, 46 percent of the companies surveyed increased their investments in social business in 2012, and 62 percent indicated they were going to increase their expenditures in the next three years.

As the executive summary of the report stated, “The question surrounding social media today is not whether you are doing but, but whether you are doing enough.

Getting your 100,000th “Like” on Facebook, or having your latest pearl of wisdom retweeted 200 times an hour is all well and good, but are these activities driving revenue, attracting talent, and bridging the collaboration gaps in your organization?”

Is your use of social media allowing your organization to engage with the right customers, improve their online experience, and tap into their latest insights and ideas?

And does your social approach provide your customer-facing representatives with the ability to search the globe for expertise or apply learnings?

For far too many organizations, the answer are, “not yet.”

What IS Social Business?

IBM defines social business as embedding tools, media, and practices into the ongoing activities of an organization. It enables individuals to connect and share information and insights more effectively with others, both inside and outside the organization.

Social business tools facilitate engagement in extensive discussions with employees, customers, business partners, and other stakeholders and allow sharing of resources, skills and knowledge to drive business outcomes.

And what’s the upside? Top-line growth for social business users can improve between 3 and 11 percent, according to a recent study from the McKinsey Global Institute, and productivity can be enhanced by between 2 and 12 percent.

I’ll hand you off to a link of the full study later, but to net out the findings, IBM’s survey and interviews revealed three major areas where organizations apply social business investments (see graphic above):

  • Create valued customer experiences
  • Drive workforce productivity and effectiveness
  • Acclerate innovation

Shifting Towards Sales And Service

For those who have been involved in the social media realm to date, it’s important to note that social business is about moving beyond basic promotional activities to encompass the entire customer lifecycle, including lead generation, sales, and post-sales service.

The IBM study had a sub-sample of clients with some social business experience which revealed that while the percentage of companies expecting to use social business for promotional activities will rise slightly, from 71 percent today to 83 percent in the next two years, the number of companies expecting to use social approaches to generate sales leads and revenue will increase dramatically.

How companies are using social business capabilities is evolving rapidly. As you can see in the graphic, it is moving beyond basic promotional activities to encompass the entire customer lifecycle, including lead generation, sales, and even post-sales service.

Today, 51 percent use social approaches for leads and revenue, while 74 percent plan to get on board in the next two years.  Post-sales support is also expected to increase, from 46 today to 69 percent over the next two years (see graphic entitled “Users of Social Business”).

Getting Started With Social Business

Regardless of where your organization is in its own social business journey, the use of social business practices is a transformation that leads toward new ways of working.

IBM’s research revealed three essential actions to be taken across the enterprise, from the CEO’s office to the farthest corner of the organization.

  1. Develop social methods and tools to create consistent and valued customer experiences.
  2. Embed social capabilities to drive workforce productivity and effectiveness.
  3. Use social approaches to accelerate innovation.

If you’re interested in reading the full study, you can register to download it here.

As IBM’s vice president for social business, Sandy Carter, explained in the video interview below during our recent interview at the IBM Interconnect in Singapore, “culture eats strategy for lunch.” Sandy offered up some great advice on world-class social business practices, as well as how companies and individuals can better establish their brands in an increasingly crowded social marketplace.

Turbo To Speak @ WOMMA Summit: Organizing For Social Business

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Happy Monday.

I mentioned in a recent post that I’d be attending the Word of Mouth Marketing Association (WOMMA) Summit next week in Las Vegas.

It’s going to be my first time attending a WOMMA event, and for that I’m most excited.  I’ll also be speaking at the event, and recently participated in an interview with WOMMA’s Jacob Hurwith to chat about some of the topics that would inevitably come up in my presentation, “Organizing For Social Business.” (Monday, Nov. 12, 4:30-5:15 PST)

The WOMMA Summit being held next week in Las Vegas will feature social media experts and word of mouth marketing practitioners from some of the leading brands and organizations around the world. I’ll also be speaking on the topic of “Organizing For Social Business,” and IBM’s Carolyn Baird will be sharing detailed results from IBM’s recent Chief Marketing Officer study.

The general theme of my session will center around the challenges and opportunities larger organizations face as they go about building their social strategies, sharing particular insights and experiences we’ve had inside IBM over the past number of years on this front.

At IBM, our social business strategy has very much centered around one of our best market-facing emissaries, the IBMer! If you’ve kept pace with any of our marketing initiatives in recent times, you know that the IBMer is front and center in those communications, most notably in our TV advertising, but also extensively in the digital and social media as well.

But their participation doesn’t end there.

We’ve featured subject matter experts extensively across a wide range of topics and across a range of venues in the digital and social media space, as well as in other public and sometimes private venues (think conferences, events, customer meetings, etc.).

As I’ll note in my talk, this direction is very much in keeping with IBM’s high-touch sales heritage, but builds on that legacy by making our people more accessible via social venues as well.

That said, don’t think encouraging very busy professionals to participate in social venues doesn’t come without some challenges — organizational, economical, cultural — all of which are an integral part of the story that I also look forward to sharing with my fellow attendees in Las Vegas.

Speaking of which, another fellow IBMer, Carolyn Baird, is also going to be presenting at WOMMA.  Carolyn will be sharing insights from IBM’s global Chief Marketing Officer (CMO) study, one of the largest ever conducted of CMOs worldwide.

The study revealed that CMOs are under enormous pressure to manage a much broader range of responsibilities than ever before, and that underpinning this evolution is a growing dependency on technology that is reshaping CMOs’ strategies and priorities.

Carolyn’s session will share how CMOs are managing these shifts and the impact all of this is having on the CMO-CIO relationship (Carolyn’s session takes place Tuesday, Nov. 13th, from 11:45AM-12:30 PM).

Though I’m certainly excited to sharing IBM’s social story at such a distinguished convocation, I’m even more excited about hearing from my fellow social media enthusiasts. I took the names of all the organizations expected to be presenting at WOMMA, and you can see the vast breadth and diversity of companies and organizations represented in the Wordle cloud above.

If you’re going to be attending WOMMA, please look me up and introduce yourself. It’s the rare opportunity we social media practitioners have to get together in “meatspace” face to face, so I’m looking forward to meeting some new faces, and saying hello to some familiar ones, during my visit to Vegas (My fourth trip there this year!)

To follow the tidings on Twitter from the Summit, use the hashtag #WOMMASummit.

For my session, I’ll ask that folks use the hashtag #WOMMAturbo.

Live @ Information On Demand 2012: Craig Rhinehart On Predictive Healthcare

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I made it back to Austin late last night, mostly no worse for the wear.

There were a number of key announcements made at Information On Demand 2012 over the course of the past few days in Las Vegas.

One of those that I mentioned in one of my keynote post summaries was IBM Patient Care and Insights, new analytics software based on innovations from IBM Labs that helps healthcare organizations improve patient care and lower operational costs by considering the specific health history of each individual patient.

This is a fascinating new capability with profound implications for healthcare providers.

The new IBM solution provides the core capabilities for devising predictive models of various health conditions, which can be used to identify early intervention opportunities to improve the patient’s outlook by minimizing or avoiding potential health problems.

It features advanced analytics and care management capabilities to help identify early intervention opportunities and coordinate patient care.

Providing Individualized Care

At the core of IBM Patient Care and Insights, developed by IBM’s software, research and services teams, are similarity analytics that help drive smart, individualized care delivery.

Born in IBM Research, IBM similarity analytics is a set of core capabilities and algorithms that allow healthcare professionals to examine thousands of patient characteristics at once — including demographic, social, clinical and financial factors along with unstructured data such as physicians’ notes — to generate personalized evidence and insights, and then provide care according to personalized treatment plans.

By way of example, physicians can make personalized recommendations to improve a patient’s outcome by finding other patients with similar clinical characteristics to see what treatments were most effective or what complications they may have encountered.

They can also perform patient-physician matching so an individual is paired with a doctor that is optimal for a specific condition. With this solution, caregivers can better tap into the collective memory of the care delivery system to uncover new levels of tailored insight or “early identifiers” from historical/long term patient data that enable doctors and others to help manage a patient’s healthcare needs well into the future.

Craig Rhinehart, director for IBM’s ECM Strategy and Market Development organization, sat down with Scott Laningham and I earlier this week to describe the challenges facing health care, and how the IBM Patient Care and Insights can help improve health care by delivering dynamic case-based, patient-centric electronic care plans and population analysis.

Go here for more information on IBM Patient Care and Insights and IBM Intelligent Investigation Manager.

Live @ IBM InterConnect 2012: Marie Wieck On Business In Motion

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Marie Wieck is general manager of IBM’s Application & Integration Middleware (AIM) business unit, where she leads an organization of more than 7,500 software development, marketing, services, and sales professionals. She is responsible for IBM’s WebSphere software portfolio and other strategic middleware products, including Web application servers, transaction and messaging systems, integration, and business process management solutions.

Marie Wieck is the general manager of IBM’s Application and Integration Middleware organization (home of IBM’s distinguished market-leading WebSphere brand), and has held a variety of technical and executive roles across our software, services, and finance groups.

In her current role, Marie leads an organization of more than 7,500 software development, marketing, sales, and services professionals. There, she is responsible for IBM’s WebSphere software portfolio and other strategic middleware products, including Web application servers, transaction and messaging systems, integration, and business process management solutions.

During our sitdown at IBM InterConnect, Marie shared some of the proceedings from her two “Hot Topic” sessions in Singapore, one on the Mobile Enterprise, and the other on Business Process management.

Marie also expanded on IBM’s emerging “mobile enterprise” strategy, explaining that rather than see mobile as another blip on the technology evolutionary radar screen, that rather it’s an opportunity to be transformative across the enterprise.

From fomenting front-line employee’s opportunity to be more collaborative in the field, to enabling back-office overlords to use their smartphones to watch over and manage business process management processes, IBM is working to bridge systems of record and of data together with employees and external constituents in a much more transformative story than has been communicated to date.

It’s an exciting narrative, and as Marie conveyed in the interview, mobile is touching the entire IBM portfolio.

Thinking Big @ Information On Demand 2012

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Nate Silver, author of the blog “FiveThirtyEight,” will be one of the featured keynote speakers at this year’s IBM Information On Demand 2012 event in Las Vegas, Nevada, October 21-25. Silver correctly predicted the results of the primaries and the U.S. presidential winner in 2008 in 49 states through his statistical analysis of polling data, and at IOD will explain how to distinguish real signals from noisy data as well as how predictive analytics is used in politics.

That annual festouche and gathering of all things data is just around the corner.

Yes, that’s right, it’s almost time for IBM Information on Demand 2012.

So in order to start the drumbeat, I wanted to take a few moments and point you to some useful resources as you prepare to make your way to the Bay of Mandalay, and to optimize your time on the ground in Vegas.

First, the new (and official) IBM Information on Demand blog, which you can find here.

The blog includes easy access to some of the social media channels that will be covering the event (including Facebook, Twitter, LinkedIn and YouTube).

Of course, never forget the official IOD hashtag, #ibmiod, where you’ll be able to follow the endless stream of tidings leading up to, during, and after the event.

The blog also has links off to the IOD 2012 registration engine, as well as to the IOD SmartSite so you can start thinking about your IOD calendar now (I do NOT advise waiting until the last minute…talk about information overload!)

We’ve got some exciting guest speakers this year, including Nate Silver, statistics blogging extraordinaire who first found fame with his “FiveThirtyEight” blog, which is now part of The New York Times family of media properties.

Silver analyzes politics the way most of us should be analyzing our business: Through data…and lots of it.

His analysis of political polling data is unparalleled, and in the 2008 U.S. presidential election, Silver correctly predicted the results of the primaries and the presidential winner in 49 states.

His recent book, “The Signal and The Noise: Why Most Predictions Fail — But Some Don’t,” explores the world of prediction, “investigating how we can distinguish a true signal from a universe of noisy data.” Silver tackles some of the big questions about big data, so we’re very excited to have him join us in Vegas for IBM’s own big data marathon event.

At this year’s event, we’ll continue our trend of including tracks for specialized areas of interest, including forums for Information Management, Business Analytics, Business Leadership, and Enterprise Content Management.

And, of course, you’ll be able to find Scott Laningham and myself down in the EXPO center, where we’ll be talking to and interviewing many of the IBM and industry luminaries on the important data-related topics being discussed at the event.

Speaking of data, this will be my seventh IOD in a row, so I’m looking forward to seeing many of you once again.

Meanwhile, keep an eye here on the Turbo blog for future IOD-relevant posts.

IBM’s Combination Of Social & Analytics = Social ROI

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The embedded experience of the news feed in IBM Connections, also known as an activity stream, allows employees from any department inside an organization to explore structured and unstructured data such as Twitter feeds, Facebook posts, weather data, videos, log files, SAP applications, electronically sign documents, and quickly act on the data as part of their everyday work experience.

Big news today from IBM re: social analytics, and for some key customer wins on the social business front.

First, to the news about social analytics. Today, IBM unveiled new software and services that bring the power of big data analytics into the hands of a social savvy workforce anytime, anywhere.

With this new capability, organizations will be able to apply analytics to their social business efforts, allowing them to gain actionable insight on information generated in social networks and put it to work in real-time.

IBM’s Lead In Social Business

Today, more than 60 percent of the Fortune 100 have licensed IBM social software to activate their workforce to improve productivity, and gain insight on data to anticipate individual customers needs.

IBM’s leadership role in analytics has been established through a thoughtful strategy that required the expansion of R&D, acquisition and business initiatives across its hardware software and services portfolio.

As part of today’s news, IBM announced the availability of its industry-leading social software platform, IBM Connections.

IBM Connections incorporates sophisticated analytics capabilities, real-time data monitoring, and faster collaborative networks both inside and outside the organization, whether on premise, in the IBM SmartCloud or using a broad range of mobile devices.

You can check out a demo here.

IBM Customers Becoming More Social

IBM also announced today that leading companies around the globe, including Bayer MaterialScience, Colgate-Palmolive Company, LeasePlan, Primerica and Teach for America, are using its social software to achieve real returns on their social business investments.

The rise of social media is prompting business leaders, from the CMO to the chief HR officer to the CIO, to evaluate how to create opportunities that drive business transformation through the use of social technology, creating real business value.

At the same time, business leaders lack the tools to gain insight into the enormous stream of information and use it in a meaningful way. According to IBM’s CEO Study, today only 16 percent of CEOs are using social business platforms to connect with customers, but that number is poised to spike to 57 percent within the next three to five years.

Do you want to know what becoming a social business can do for your company? This video will help you understand how you can create exceptional customer experiences and a smarter workforce to empower your business. Find out how you can compete with — and win against — the world’s best by giving customers what they want. You can view the video here: http://bit.ly/SASGdi

A recent IBM study of more than 1,700 chief marketing officers reveals 82 percent plan to increase their use of social media over the next three to five years.

“To truly realize the full potential of a social business, leaders need to empower a company’s most vital asset — the information being generated from its people,” said Alistair Rennie, general manager, social business, IBM. “Now is the time for business leaders to embed social into their key business processes to shift their business from the era of ‘liking’ to ‘leading’.”

Social ROI

Today, more than 60 percent of the Fortune 100 have licensed IBM social software. There is strong demand for IBM’s social business platform in regulated industries, with 41 percent of Connections 4 beta participants in banking, finance and healthcare institutions.

Primerica, a leading distributor of financial products in North America, will utilize Connections and WebSphere Portal, to transform how its agents engage with its 2.3 million policy holders on the fly, to provide increased value for its customers.

The company plans to use social business software to improve the overall client experience, drive competitive edge and stay on the forefront of innovation in the financial services industry.  You can read more details on Primerica’s adoption of IBM social software here.

And in the video at the bottom of this post, you can check out my interview with Digital Influence Group’s Glenn Engler about the challenges and opportunities for social media in heavily regulated industries.

Expanding IBM Social Capabilities In Key Growth Markets

To support the burgeoning demand for social business solutions in growth markets, in the fourth quarter of 2012 IBM will open two social business customer support centers to serve IBM’s Asia-Pacific and Latin American clients.

Located in Manilla, the Philippines, and Sao Paolo, Brazil, these centers will support the rapid adoption of social business tools in these growth markets. The Philippines and Brazil centers join a roster of IBM social business centers in North America, Dublin, Japan, China and India.

IBM’s growing business partner network of more than 39,000 business partners are also bringing new, cutting-edge capabilities to IBM’s social platform every day in areas including gamification, video, compliance, project management and mobility.

For example, Actiance provides leading compliance capabilities to thousands of organizations globally, SugarCRM helps sellers use social networking and analytics for effective selling, and Bunchball provides gamification capabilities to IBM Connections.

Making New Connections With IBM Connections Social Software

IBM Connections, a cornerstone of IBM’s social platform, is available on premise, in the cloud, and on a broad range of mobile devices.

IBM Connections integrates activity streams, calendaring, wikis, blogs, a new email capability, and more, and flags relevant data for action. It allows for instant collaboration with one simple click and the ability to build social, secure communities both inside and outside the organization to increase customer loyalty and speed business results.

The new Connections mail capability provides simplified access to email within the context of the social networking environment.

Empowering Your Employees

The new capabilities empower employees from every line of business, such as marketing, human resources and development to gain actionable insight into the information being generated in their social networks.

For example, the Connections landing page features a single location that allows users to view and interact with content from any third party solution through a social interface, right alongside their company’s content, including email and calendar.

The embedded experience of the news feed, also known as an activity stream, allows employees from any department inside an organization to explore structured and unstructured data such as Twitter feeds, Facebook posts, weather data, videos, log files, SAP applications, electronically sign documents, and quickly act on the data as part of their everyday work experience.

To learn more about IBM’s social business initiative, participate in a simulcast on September 13, 2012 at 1 PM ET at bit.ly/Pn9sqd or sign-up to attend IBM’s Connect conference in January 2013.

For more information, please visit www.ibm.com/press/socialbusiness.

IBM blogger and tech evangelist Todd “Turbo” Watson interviews Digital Influence Group CEO Glenn Engler at SXSW Interactive 2012 about the opportunities and challenges of social media for heavily regulated industries.

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