An Unusual Pursuit: Social Media at IBM – Part 1
February 2nd, 2010 by Nan Dawkins
A Candid Interview with Pauline Ores, Social Media Strategy, Principal Analyst, IBM Market Insights
Recently, I had the pleasure of meeting with Pauline Ores, Social Media Strategy, Principal Analyst, IBM Market Insights, where we discussed her role at IBM and where IBM is heading with their social media endeavors.
In this three-part series, Pauline will discuss the social insights practice, strategies and tactics, insights and lessons learned, how their employees are the core of social media, and the future of social media.
1. What is your role at IBM?
I’m focused on what IBM can do to accelerate and amplify the growing number of IBM employee-led social engagement programs, ensuring they benefit all participants, inside and outside the firm.
On a day-to-day basis I’m involved in two related but different activities. Tactically we’re defining how social media research should be used to inform measure and in some cases coordinate cross-IBM social engagement. We also consult with marketing teams helping them integrate social engagement approaches into their larger marketing activities―which isn’t to say we have all the answers, often it’s a matter of introducing teams who then help each other. Strategically, I am focused on understanding how social media will transform the field and practice of marketing and communications.
2. Why is social media important at IBM?
Our strategy is to lead in the market with our employees―put our employees first as the ambassadors of our brand. Our role in marketing and communications has shifted from being the channel of communications to better enabling our employees to be the face of the company.
As you know, IBM has been researching and developing technology and solutions in the social computing space for decades―ranging from advanced text-analysis of unstructured content to collaboration software. The earliest adopters of social media were IT programmers, and in many ways they defined many of the basic tenets of today’s ‘Internet culture,’ and so we’re fortunate as it is an integral aspect of how we work with each other, as well as with clients and prospects.
3. What approach have you taken to enterprise social media development at IBM?
Personally, I’m a big believer in the ‘near and far’ approach―iterate quickly as a means of arriving at a working solution and, at the same time, reflect on how to best define the problem. Having been involved in the launch of several new fields, I’ve learned problem definition and scope, a ‘meta’ consideration that is all too often assumed, has an enormous impact on outcome.
Say for example, you set out to produce Wikipedia’s three million plus English articles―and by default, you rely on the same hierarchal, linear process used to produce print encyclopedias. In retrospect, it seems obvious this process won’t scale, but if Wikipedia didn’t exist, an unreflective ‘execution-driven’ approach would have started down that path, presumably cutting off any thought of such a large, living resource. My point here is that Wikipedia’s open and highly collaborative methods of production are an integral element of what it achieved.
Thinking about the best approach for an enterprise social media research and enablement program, we realized anything other than a social approach would quickly hamper development. We settled on a federated model, one where teams would retain control of their own funds yet benefit as a member of an enterprise-wide program. The result: more teams than we imagined wanted to participate, which in turn has accelerated the program’s value in terms of research, collaboration and peer-to-peer education.
So, how did IBM implement social media across the enterprise?
Be sure to stop back tomorrow for part two of this interview series to find out! Pauline will share how IBM has addressed and implemented their enterprise social media development approach. HINT: Larger is sometimes better!
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RT @socialconvos An Unusual Pursuit: Social Media at IBM – Part 1 |http://bit.ly/ab4zMh (An insightful interview with Pauline Ores of IBM!)
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RT @BethHarte: RT @socialconvos An Unusua: Social Media at IBM – Part 1 |http://bit.ly/ab4zMh (insightful interview w/ Pauline Ores of IBM!)
Nan – Wow is all I can say about Pauline Ores, and thank you, so much, for bringing such a vital issue to the fore-front – scalability, and enterprise integration of SM in corporations.
I think changing company culture is as important as anything, which only unfettered collaboration can achieve. Thankfully, social media is almost forcing companies to evolve into being more inclusive, and more efficient, almost Darwinian in nature.
I suspect IBMs strategy would revolve around product development and speed to market, although harnessing the power of participation could certainly help improve almost every functional area within a company.
My guess: A 3D matrix of strategies by major objectives or goals, matched up with (almost) democratically selected highly motivated and diverse teams. Only the most relevant, survive, and it could be anyone, from any department.
I would be interested to know more about the “process” itself, and its impact on company policy, and organizational behavior. Curious to know what Pauline’s views are on personal branding from a corporate perspective.
Looking forward to tomorrows post.
Thanks once again, Nan.
)
Cheers,
Prince
Scalability. Scalability. Scalability. It is a nagging little word that keeps coming up in conversations, mostly with clients. Often followed by this question “But how do I get people to do this?”
There are so many interesting people in this business and I’m often lucky enough to have great conversations like this one, but the afternoon I spent with Pauline is one that I won’t soon forget. She has obviously tangled with the issues that are defining (dare I say threatening?) the space.
Glad you are enjoying the interview! If you ever get the chance to sit down in a little sushi bar with Pauline Ores for an afternoon, TAKE IT!
Thanks Nan. It is indeed an enjoyable conversation to follow.
I am not a big sushi fan, but hey, if it means that I get to hang out with cool folks like you, and Pauline Ores, even Fear Factor will have nothing on me
)
I tried to find you on Twitter. No luck
Cheers,
Prince
Nan, Thank you, you are very kind. I certainly had a wonderful time speaking with you, and look forward to meeting again.
B2B Marketers: You may find this in-depth interview on IBM's social media strategy insightful: http://bit.ly/adIDOL
RT @BethHarte: B2B Marketers: You may find this in-depth interview on IBM's social media strategy insightful: http://bit.ly/adIDOL
RT @BethHarte: B2B Marketers: You may find this in-depth interview on IBM's social media strategy insightful: http://bit.ly/adIDOL
B2B Marketers: You may find this in-depth interview on IBM's social media strategy insightful: http://bit.ly/adIDOL (via @SocialConos)
RT @BethHarte: B2B Marketers: You may find this in-depth interview on IBM's social media strategy insightful: http://bit.ly/adIDOL
Interview with IBM about its social media strategy: http://j.mp/azcME0
B2B Marketers: You may find this in-depth interview on IBM's #SocialMedia strategy insightful: http://bit.ly/adIDOL via @BethHarte
Hi Pauline – what stood out was your first paragraph answer to all 3 questions were terrific & precise spot on replies….very well done !
RT @BethHarte: B2B Marketers: You may find this in-depth interview on IBM's social media strategy insightful: http://bit.ly/adIDOL (via …
RT @BethHarte: B2B Marketers: You may find this in-depth interview on IBM's social media strategy insightful: http://bit.ly/adIDOL (via …
A Candid Interview with IBM's Pauline Ores, #Social Media Strategy #IBM Market Insights http://su.pr/18vxFG #web #app
an interesting conversation w friend Pauline Ores: http://www.socialconversations.com/2010/02/social-media-ibm-part-1/ (is she on twitter?)