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Presentation at the Social Networking Conference in Miami, January 22, 2009 about the impact that corporate culture has on enterprises' use of social media. More at: http://adamchristensen.com/2009/01/23/the-impact-of-corporate-culture-on-social-media-ibms-case-study/
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The Impact of Corporate Culture on Social Media(An IBM Case Study)
Adam Christensen, IBM
January 22, 2009
Corporate culture
v. Social media
Corporate Culture + Social media
= Fail
= Success
Enterprise social media formula
Business Model+
Corporate Culture+
Desired value=
Social media success
Proper roles of management & employees
Top DownEmpowerment
TrustTools (availability)
GuidelinesValue
Bottoms upInterest
Tools (selection)Participation
IBM’s starting point
Business Model• B2B NOT consumer• Company of experts• 386,000 employees• 170 countries
Culture• Intensely diverse• Progressive• Highly collaborative• Risk averse
What did we do?
Empowered everyone to participate
Learn from mistakes (or near mistakes)
Social Computing Guidelines
Building a culture for participation started inside first
Experiment. A lot
1. Empower everyone
Trust employees. They are the brand
2. Learn from mistakes
(or almost ones)
Near shut-down of ValuesJam 2003
3. Community-developed guidelines
IBM Social Computing Guidelineshttp://www.ibm.com/blogs/guidelines.html
tag cloud by www.wordle.net
4. Startedinside.
Like to swim, but afraid of the ocean?
Photo courtesy of David Sifry: http://www.flickr.com/photos/dsifry/2173895296/
5. Experiment.
A Lot.
BlogCentral - 67,000 users, 16K blogs, 140K posts, 140K comments
Beehive – 53K members, 63K photos shared, 2.9K events
WikiCentral – 150,000 users, 1 million views each day
InnovationJam – 4 Jams, more than 500,000 participants
GreaterIBM Connection – 50K in alumni network on Facebook/LinkedIn
Media Library – 8M downloads
Final thoughts
Projects without regard to culture fail
If current culture doesn’t align, start to create it
Top-down mandates generally don’t work
(but neither do completely grassroots efforts)
Experiment and learn
Connect
This presentation: http://www.slideshare.net/adamclyde
Twitter: http://twitter.com/adamclyde
LinkedIn:www.linkedin.com/in/adamchristensen
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