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Posts Tagged ‘social’

Marketecting the enterprise?

At the Association of Enterprise Architecture Summit in Austin, Texas last week, John Zachman was the speaker of honor. For those unfamiliar with his work he is the leading proponent of Enterprise Architecture, and I don’t mean that in the marketing sense where all companies are the leading in “blah blah blah”. As a career IBM’er, he is considered by many to be the founder of the modern craft with The Zachman Framework for Enterprise Architecture, although he refers to it as an The Enterprise Ontology.

The emergence of a social enterprise marketecureZachman reminded us of how controversial Nick Carr’s seminal article “IT Doesn’t Matter” was 10 years ago, when most of us thought IT would by itself revolutionize business and the world in general – this was in the aftermath of the “dot.gone” era. He then went on to say that Enterprise Architecture, or EA, is not a technology issue, but rather an enterprise one, and that the role of the EA does not really belong in IT. This was confirmed later by some of the other guest speakers.

To paraphrase Zachman, ‘Over the last 75 years or so, people, or more accurately the roles fulfilled by people, have been systematized and automated. These systems essentially represent the enterprise as a whole. An EA possess the engineering skills to design artifacts used to engineer an enterprise’.

Zachman also called on the work of Alvin Toffler, of Future Shock fame – which by the way is still amazingly relevant, perhaps only more so, not in it’s specificity, but more in it’s approach as to how much change has been going on in the world and how we struggle to adapt to it.

Talking of customer expectations, he explained that all customers expect a custom experience from an enterprise. They want a custom enterprise. He threw out the a challenge to all willing to accept it, how will your enterprise become a custom enterprise?

At this point, I got thinking about my area of expertise, namely Portals, Social, and Web Content Management technologies. In other words digital experience technologies. The digital world certainly can provide very large organizations the means with which to provide custom products or services to customers. Remember custom Nike shoes? Or Dell computers of a decade or so ago? Where these early examples of custom enterprises? Digital experience technologies empower enterprises to provide a custom experience tailored to exactly the needs or desires of a single customer, and at relatively low cost.

Zachman provided a definition of architecture by means of several colorful examples, “Seven thousand years of history suggest the only known strategy for addressing complexity and change is architecture.” Think of the hand axe, throwing stick, or shaduf, all examples of architecture, in some form, at work, in that each design or blueprint that may be used by craftsmen to build from or improve upon. He gave the example of the Coliseum in Rome. This is a static building, and not architecture. Architecture was the process of planning ahead of time. It is the set of descriptive representations relevant for describing complex objects.

As it it with modern digital experience platforms. The implemented platform is not the architecture. The architecture is the process of planning the implementation ahead of time. It includes understanding the business need and outcome, envisioning how the modified business will operate, determining how to reach the desired state, and as well as understanding how any new components or processes will fit in with existing ones. In other words, implementing a digital experience platform involves a lot more work than only selecting and configuring the technology. It involves a significant amount of planning ahead of time, or upfront enterprise-wide architecture.

Mike Walker, the president of the Texas Chapter of the AEA, made a few other interesting points regarding the EA profession in general, that I believe are also relevant to large scale technology initiatives such as transforming an enterprise through digital experience platforms. Many people involved in, or doing, Enterprise Architecture, today come from an engineering or technical background, they often have high IQ’s and are great at explaining the “speeds and feeds” of a set of technologies. They are also often found reporting to the CIO. Psychologist have found that people don’t make decisions based on what the neocortex is telling them (data), but rather the limbic system (emotions). Something that I experienced first-hand over the weekend, whilst looking for somewhere to live, I had all the data that said that staying in Austin makes sense: lower overall taxes, lower rents, live music, etc, compared to moving to California, higher overall taxes, higher rents, ocean. Usually the move is the other way around, however as a surfer and sailor, my limbic system won out over my neocortex. And that brings me back to Mike Walker’s point, engineering, or solution architecture, is often performed by introverts. Enterprise Architecture requires socialization across an enterprise to make it successful.

I argue that enterprise architecture is not really a role, but rather a practice, perhaps within a wider center of excellence. An EA practice would be made up of a broad range of complementary abilities and skillets which can only enhance it’s value. This is perhaps where internal marketing can help. Marketing people tend to be extroverts, and more attune to getting a message out and understood. This may lead to a simplification of the more detailed enterprise architecture, and the emergence of a social enterprise “marketecture”, but if that aligns the stakeholders and makes for a successfully adopted system, that’s all the better.

Social Media Week 14 kicks off in New York

social media weekThis looks like a promising event, with many interesting speakers from Microsoft and Google, as well as the media industry such as Don Steele of Comedy Central. We won’t be there this year, perhaps in the future. It looks like on to watch in the Social engagement space.

Successfully Piloting Social Business Software

Rob Novak and Mac Guidera presented tips on how to make a pilot in social software successful. First why pilot?  A pilot is critical to success because it provides for an experimental trial on a small scale for the future change that you anticipate.A well run pilot reduces the risk of large scale failure and improves chances of strategic success.  You only have to look at the roll out of the website in October 2012 to see how a large scale failure can happen.

What are key components of a pilot?  Pilots should have a defined scope, examples include:

  • a specific business unit
  • a class of employees
  • a region
  • a particular business process.

A pilot should also be short term, but each pilot has to determine the length of time based on several factors:

  • How big is the scope?
  • Are there technologies hurdles that must be overcome?
  • Is there sufficient hardware to start fast?
  • Are personnel available for training? Are these people willing and wanting to participate?
  • How long will it take so determine measurable results?

When conducting a pilot, you must have clear goals.  Goals will vary by company and what you want to pilot.  Little academic and real-life work has been focused on pilot goals, however Rob has identified some Goal Driven Software Development Processes that may be helpful in setting goals for a pilot.

Collaborative Goal Identification is one process.  This starts with a top-level goal and then drives down to sub-goals.

Goal, Question, Metric (GQM) is another approach developed by NASA and others.  Here you have a conceptual, operational and quantitative levels for goals.  Each of these goals have specific metrics.

IBM has a set of collaboration solutions patterns that focus on ROI and strategic process.  These Customer Experience Patternpatterns show how social can be used in the processes and provide a starting point for a pilot program.  Patterns are available for:

  • Customer Engagement (shown here)
  • Innovation
  • Recruiting & Onboarding
  • Supply Chain
  • Mergers & Acquisitions
  • Workplace & Public Safetfy
  • Expertise & Knowledge.

Gaining executive support is always mentioned as critical for success, but nobody explains how to pursue executive support.  Here are some tips for help find the right executive:

  • Open Door Policy
  • Active involvement
  • Must be identified at the beginning
  • Must have same level of decision making influence as the individuals controlling the budget
  • Project should be linked to the executive sponsor’s area of expertise.

Here are some guiding principles for a pilot:

  • Select fertile ground since a pilot is an experiment, not proving what you already know
  • Pilot team is critical, both participants and sponsors
  • Design around business applications or benefits NOT tools
  • Define scope but encourage experimentation
  • Design pilot to learn lessons
  • Provide training and guidance
  • Create visibility
  • Monitor progress and cut or expand

Of course, you need to measure outcomes based on your goals.  During the pilot you want to have interim assessments to evaluate the effectiveness of particular aspects of the pilot.

Infusing Social into Digital Experiences

Adding social capabilities to your digital experience site can bring some nice benefits. One benefit that is often overlooked is the multiplier effect of social sharing.  If you can can get people to promote your brand or product, you can reach larger audiences and save advertising costs as well.  A single “Like” on your product page can translate into millions of people seeing that someone they know endorses you.

Infusing Social Into Digital ExperiencesIBM spoke about combining WebSphere Portal and IBM Connections into a Social Digital Experience.  Traditionally, IBM Connections has been seen as an internal social tool that works on the intranet.  But, in fact, Connections can be useful on your external site as well.

  • Support communities are often a way to engage with customers and then direct them to your other sites.
  • Blogs on your external site can attract visitors
  • Innovation or ideation capabilities let people give you input and can cause those people who engage to reach out on other social platforms.  On twitter:  “Hey Perficient is looking for ideas about enhancing X, go to their site and weigh in…”

WebSphere Portal now exposes and seamlessly integrates all IBM Connections features making it easy to infuse social capabilities in your Digital Experience site.  Portal also has the ability to publish content directly to social media networks such as Twitter, Facebook, LinkedIn and internal Connections.  You see a video of these capabilities

Be a Successful Social Business in a Highly Regulated Industry

Just because you are in a highly regulated industry doesn’t mean you can’t also be highly social.  You just have to be more careful about how you do it.

At IBM Connect, TD Ameritrade and IBM shared how they made became a social business despite all the regulations and compliance issues.  TD Ameritrade used IBM Connections as the basis of their social business platform, but they also integrated back end systems, gamification, and micro applications.Be a Successful Social business in a Highly Regulated Industry

The first major decision was to figure out their Mobile access strategy.  TDA heavily used mobile devices and needed to address security and authentication strategies for the new social platform.

A second big decision was to figure out how to implement metrics.  Compliance tracking was a big question and has to be addressed early on.  TDA also wanted to measure the success of the program, so figuring out which metrics were most important was a critical task.

Setting up user profiles was another major decision.  Where is profile data stored, what data should appear in the profile, which should be editable and how to sync profile data are all key questions.

Some results that TDA shared:

  • Launched in May 2013
  • Now (January 2014) over 50% of employees engage in social on a daily basis, even though the social platform is not part of the intranet
  • 1000 communities have been built and 85-90% of those are business based communities. 65% are hard business use, 25% are soft business use and 10% are non-work related.
  • About to release a mobile version

TDA had to overcome lots of perceived risks to start with a social platform:

  • Why disrupt our business?
  • Cultural shift?
  • Creating more channels?  Its not about creating more channels, but creating the right channel.
  • Non-business use?
  • Increased managerial duties?
  • More governance and compliance issues?
  • Productivity Drain?

How to get beyond compliance:

  • Partner with Compliance/Legal/Risk Management early on and make them an ally in the effort
  • Leverage monitoring and archiving tools which helps compliance
  • Create simple, practical governance that is based on your organization and includes cross departmental representatives
  • Create rules of the road – don’t post illegal activity, no posts about trades, no client info, no personally identifiable information (PII) etc.

Everyone wants to know about moderation.  At TDA, they do not moderate posts before they get put out.  Everything is moderated by the communities after posts are available.  In one year, they have only had 3 posts that had to be removed.

TDA used several tools to manage compliance and eDiscovery which helped ensure they were meeting state and federal regulations.

  • Everything is using SSL to ensure messages are encrypted
  • Real Time keyword flagging and notification (Actiance Vantage)
  • Uses Global Relay worm device to grab all messages going through the cloud, which aids with eDiscovery
  • Passive moderation is done by employees (crowd sourcing) when they see something inappropriate




What’s coming in WebSphere Portal and WCM

Rob Will, Chief Architect at IBM, presented the future vision for Portal and WCM today.   He started out talking about how the concept of customer experience has been evolving over the past few years.  A core shift has been to enable non-technical users to do more and more with less reliance on IT.

What's Coming in WebSphere Portal and WCMA slight change with profound implications has been the change from a Web experience to a Digital experience, which implies support many more devices and output streams.   Portal and WCM has always been about web sites, not mobile applications.  Portal is now in the mobile web site business to enable multi-channel web site business.  Portal is still the integrating platform for content, applications, etc.  Everything done in Portal and WCM is now done with mobile in mind.

IBM Worklight is the hybrid application platform that integrates with Portal and WCM.   Worklight enables access to all the mobile device features through portlets.  Its easy to create a Worklight adapter to grab content from WCM to display in a native application.  WCM’s personalization engine can also be leveraged from Worklight so you see the same promotions on the web as you see in the mobile app.

Mobile Directions

  • Improving integration to support device classes
  • Fine tuning seamlessness of the theme integration
  • Co-deploy Worklight on Portal

Content and Rich Media

  • More and more convergence between portal and content management
  • Projects and Templates (in Portal 8) are heavily relied on in future releases
  • Content Template Catalog 4.1.2 came out last week – uses latest CKEditor for inline editing
  • Vanity URLs- in beta now.  You can completely control the URL.  URLs are stored in WCM to support Syndication.  This feature will deprecate URL Mappings in Portal.
  • WCM Content Security is more seamless with Portal.
  • Attribute based security means you can control access to content based on Attributes.
  • Project templates make it easier to set up projects, including predefined workflow
  • Now everyone is entitled to EditLive! Enterprise version
  • Customers on have entitlement to WebRadar which is content reporting and analytics
  • Cross Version syndication is supported to ease content migration.  You can syndicate from WCM CF26 or higher to WCM CF09 or higher
  • Syndication – improvements in error messaging, error handling, more retry capabilities.  Also in the Authoring UI, you can see a status of each object’s syndication.
  • Rich Media Edition seamlessly integrates with MediaBeacon.
  • Deliver and Stream HD Videos – this includes integration with BrightCove

Personalization and Targeting

  • In 8.0 IBM added in-context rules editing.  New minor enhancements are coming here.
  • Marketing Management is more of a focus for a richer experience, including Unica Marketing Center and IBM Interact.
  • New Portlet allows user to enter a few details about the spot and the portlets does all the work to bring in offers from Interact.  This reduces the rules that you have to write in portal.

WCM and Commerce

  • This is available now.
  • You can link content from WCM directly into a commerce site.  This also includes preview capability


  • Social rendering in takes content from connections and delivers them inside portal mixed with other content and applications. WCM presentation templates are used to make the social content look like other content on the page.
  • In the next version, IBM provides a bunch of enhancements.  Discussion threads hosted on IBM Connections, but linked to WCM content.   Here the visual experience of the discussion is controlled by WCM.
  • Now you can Like, create posts, comment, etc right in line.
  • Dynamic filters for social lists – these lists cooperate with other page components to filter content and drilling down in lists.
  • This is all available in mobile web too.

For a sample of how well Portal, WCM and Connections are integrated together, take a look at the Connect 2014 Site:

  • News and updates are blogs in Connections
  • Events are in WCM.
  • Session info is in WCM,
  • Speaker profile is in Connections.
  • Downloads are in Connections Files.
  • Session add is a DB2 application

Digital Data Connector (DDC) – this is a new concept and we’ll more information on this shortly.

  • Extends social rendering and WCM to any type of data source.
  • Can take most data source and bring into Portal through social rendering

I had to leave this session early, so I will follow up with another post on the rest of the new features coming in the future.

A beta version of Portal is now available if you want to try out some of these features.




IBM Connect: Becoming a Social Business Success Story

Chris Crummey (@ccrummey) is probably the most adept presenter on the whole experience in using the IBM tools. He gets what makes people successful and incorporates that into how he works.  So it’s a good session.

Here’s what makes you successful:



Types of people:

  1. My social strategy is to have a blog (feature)  You are two years behind
  2. My social strategy is to think of a platform.  behind but not that far
  3. As an executive, I want to enact cultural change and need to the tools to enable that.

Quote: this is not about company size.  Social is not a product.  It’s not a feature. It’s an organic living thing.

How does a YouTube video grow. It goes from one network of people to the other as they share it.  It relies on the influencers.

Collective intelligence and the wisdom of your collective expertise can and should be harnessed

One of IBM key 9 principles is “Shared Expertise”

IBM’s new way of working is an initiative. It’s about going through multiple phases ranging from enhanced profiles at the beginning.  Now social is being pushed into their CRM systems and external events are being pulled into the social network.  Social is a service, not a product or feature.

Results: saved $110M on help desk calls via social support.  Keep in mind that the 800 number only supports Windows 7 / Blackberry.  They had to rely on the social support.

Results: 90,000 communities. CEO Think Friday

Now: Continuous cultural change


  • Start with idea stage: social 2.0
  • created 8 social principles
  • gained 60,000 users in two months
  • Lots of training for aha moments
  • Line of business had to apply to be in the top 24 use cases
    • start small then open up
  • 90% of communities were open, not private
  • Phase 2: Production line moved from 40 to 6 days

RENO (German store)

  • Organic user before Pilot announced
  • used initially for one way store communication
  • then pushed brochures and get feedback to all the stores at once
  • Then use iPad to take photos of their floor setup and share it with other stores
    • Idea stacking
  • Then started taking pictures of their competitors
  • Added an app called 3d foot modeler. Used right alongside Connections

Adoption Best Practices










  • Put your vision on the back of a napkin. Keep it short
  • Next, how to launch.  What is your anchor tenant?
    • Might do standalone
    • Might integrate with portal
  • Get a brand for your social network. Brand the idea not the feature
  • Awareness and marketing
    • Sell it internally
    • T-shirts
    • banners
    • brochures
    • signs in bathrooms (let the ideas flow. Don’t sit on your ideas)
    • Kiosks
  • Champions and Evangelists
    • Avatar
    • The Genius
    • the Adoption team
    • PEPnet pros
    • A lot like the genius guys at the Apple store
    • will go through the BlueIQ evangelist strategy
  • Give the important people more power and fewer limits. (no file limits)
  • Reverse Mentoring – young people help the executives.
  • Publish the Expectations
    • lookup up IBM social computing guidelines
    • set behavior expectations
    • IBM puts those guidelines at the login
  • Communicate the What, Why, and How
    • Spend the time to do the communicate
    • TD Bank had multiple handbooks to set expectations by role. Leaders for example
  • Use Internal Selling Tool
    • Videos. Bosch did a video with before and after.  Omron’s video had a person going up to hit a physical button to follow a persons speech.
  • Look at social business as a business pattern
    • onboarding
    • recruiting and onboarding
    • workplace safety
    • customer engagement
    • etc.
    • You can find those patters by Googling it.
  • Journey Maps
    • Look at how people will use it.
    • It’s a business process
  • Day in the Life demos
    • Customers built visionary demos 5 years out
    • set the stage for that vision

Culture as Best Practice

Sandy Carter says, “Culture eats strategy for breakfast”

Social transparency is about trust.  One company went into the social platform by opening up their offices and even going to the honor system in the cafeteria.

TD Bank

Corporate culture is about how they treat their customers.  Their social platform started with Wow moments.  “People are fighting over the stories of how they treated the customers”  The social platform helps to support the goal of customer change.

Celebrate good ideas: Good ideas. Bad ideas. One customer celebrated the worst idea in the “Golden Cow” award.

IBM uses the platform for cultural change too.  They created branded emoticons for Sametime.  The HR program called BlueThx is a person inthe directory. They microblog for BlueThx.  It hits the activity stream.  a blue thx thank you hits the social network.

Business Process

Almost all of IBM’s busienss processes are run on the social network.  It could be mergers, sales, support, events, marketing, etc. They are all supported with the social tools.  Obviously their are other systems but the support is there.

It changed the way they create ad campaigns.

They even created a crowd sourcing kickstart strategy.

Back to key initiatives having profiles. You can follow them. They help to further the goals and adoption.

The activity stream has business applications integrated right into it.

IBM has an app store. If you hit like button on the app, you put that event into your social network.  You can even microblog on it.   It’s an ecosystem made simple.

Best Practice: think of social as a service

Email has to have the social capabilities

Mobile should be enabled.  Cameras in phones to upload.  Profiles need to be available

Non business usage:

  • On-boarding clue.  Treasure hunt as a game to teach Connections
  • Fist community could be the Zombie Attack
    • Associate the participation as fun
  • Japan Relief
    • Use social platform for philanthropy
    • How can I help is the first question
    • What happened is the second question
    • Spanish Red Cross uses Connections to communicate emergency strategy

The Digital IBMer

Look at one example of sharing, saving, and networking.











All that sharing saves money in disk space but now the file has one version of the truth.  Sharing that file within a social network went from one side of the corporation to the other far faster than email.

IBM uses a video blog for their CEO.  Her second day on the job she had 205,000 visits, 751 comments, and 175 likes.   Half of IBM saw that video within 48 hours.   It wasn’t long before all the other execs started to do video blogs.

IBM’s Think Academy is a new initiative……….supported by a community.

The use of this “feeds the machine”  Ask a question, get an answer from one, then the other, then the other.  They all learn. They all get deeper into the social networks of others.

Another use case: Using to celebrate everyday heroes. CEO goes to someones wall to congratulate them on a good job done.  Everone sees that. Compare that to email.

Driving unique business events.  They created a stand and deliver badge and people would give the gift badge. That pushed out a whole bunch of other badges.



IBM Connect: Social Next What’s Coming to Social

Jeff Schick is the VP of Social Software at IBM and he led us through where social is going.

Jeff's mug shot

Jeff’s mug shot






The first thing to know is that Connections is now rebranded.  It’s all an integrated solution.  Mail, meetings, docs, etc.  It’s all part of the Connections brand.  Given what we just saw from a new social mail, this makes sense.  It also sets up IBM to better compete with Google Apps and with Office 365 as Jeff noted.


Here’s 2014

  • Enhanced offerings
    • New web mail
    • meetins and chat with enhanced audio
    • Enhanced guest model
    • continuous delivery
  • Enhanced delivery options
    • PaaS with Domino on Softlayer
    • Dedicated options
    • SaaS gives better economies of scale
    • Enhanced migration and onboarding
  • GRC Compliance
    • Solutions of social content

Domino on the Cloud

Yes, you can put Domino apps on dedicated Softlayer images.  Also allows ISV to deliver Domino based solutions from IBM’s Cloud.

Mail Next

This is a brand new COMPLETE revamp of mail.  It’s built on the assumption that a lot of people waste a lot of time at work and mail has a lot to do with that.


  • $1,250 per user in annual productivity lost with spam
  • $1,800 per user on unnecessary emails

Beta will be coming out in the first half with a launch in the second half of 2014.

Quote: Will be cloud based. Will support off line replication.  This is predicated on the Domino Server infrastructure.

They may be changing the experience but it’s built on the known infrastructure those in the IBM ecosystem already support

Mail Next - possible designs

Mail Next – possible designsa












  • uses the concept of personal debt. IT’s the things I’m owed and the things I owe others. Makes you more productive within email
  • Can interact with people via email in the picture above.  Mouseover on a user will open up ways to interact with that person
  • You still have the traditional inbox view
  • UI allows for click to flip and see more info without losing context on the other views
  • Calendar view is more of a gannt chart
  • This will support tablets and the gestures approach to interaction.  It’s not just another site. Want to make a great experience with tablet.  As a matter of fact, they started designing for mobile and tablet
  • What’s New let’s you see new updates but still captures the thread
    • You can mute a thread if it’s no longer relevant
  • Team analytics lets you see how you are connected to the people in a meeting. Click on a person to see the org chart and where they stand.  It does it in a context of how they relate to you.
  • Search
    • Faceted search improves the experience.  Jeff doesn’t see this as just faceted search.
    • “it’s true findability”  It was a major design point.
  • It’s completely integrated with your social network.
    • One click adding email or files to a community
  • Inline attachment preview let’s see the files
    • cool design is the idea that you seem to see all files within the entire thread of a conversation

Sametime Next

Saw a release of Sametime 9 in fall of 2013. That included:

  • Modern UX
  • Enhanced audio to bring them up to parity with Webex
  • Practical desktop video
  • surfaced social much better
  • Fully mobile supported
  • Ready for the cloud – e.g. Meetings had the same changes, not just the messaging meetings.

Social Document Strategy

Light weight web editing.  Have public or private cloud options.

  • Lets’ you comment on content
  • Attention management
  • Author awareness features
  • Of course it allows for concurrent editing
  • Supports mobile for the review, online and offline viewing, etc.
  • Desktop is still supported with the open office foundation
  • Connectors still there to access and sync to Connections Files
  • Will integrate to Filenet via the Connections Content Manager (CCM)
  • They are also spending a lot of time working on the API’s






Connections Next

Over 50,000 companies have Connections.  It’s embedded in many portals and reporting tools like Cognos.

  • Internal and External collaboration
    • Collaborate securely with just one invite via an email address
    • Has a variety of admin controls
    • been doing this in the cloud but now it will be available on premise
    • but the security enhancement go to both cloud and on premise
    • Makes it easier to put one single instance and support both internal and external collaboration
    • This gets past a huge issue they had before so kudos to IBM for this
  • User Engagement
    • Completely customize the activity stream. This is a key enhancement because you define the experience and filters.
    • The filter is also a navigation model to return to something in your stream and to return to a community or task for example.
    • Supports inline view of rich media, documents, etc.
  • Notification Center
    • Puts laser sharp focus on that which is most important. Setup notifications on that which you want to see.
    • It will be real time.
  • Mobile
    • Mark favorite content
    • Personalize your navigation bar












  • Rich Media
    • Now has galleries
    • snap a picture and upload
    • put it in any gallery (community, personal files, etc.
    • This is a part of Files but just enhances it.
    • It’s also part of the Files sync capabilities
  • Connections Content Manager (CCM)
    • Desktop integration is coming
    • Connectors will finally be unified.  One set of connectors not a bunch of individual functions
    • You can have a grid view of thumbnail images
    • Note: every Quickr customer is entitled to full connections and CCM)
    • You can see usage metrics.  Part of the Cognos reporting tool like the social analytics

Client Success Program

It’s a new program that spans the entire customer base.  It’s a cloud program. IBM wants to make sure that as you move to the cloud, you have access to the right experts and tools. They want to make it a seamless experience in moving to the cloud.

Open API’s

Connections supports LTI compliance (easy integration to learning management systems.)  Also supports Open Social and a whole list of apis.  This open standards and api support should make it easy to integrate to a variety of things.

Turns Out Companies Are Investing in Social Media

Google’s Wildfire commissioned a study on the How Brands Staff and Budget With Social.  It’s far too long for me to replicate but here’s a couple nuggets:

SocialDepartments SocialTeam

















There’s a lesson here and it’s that social media has become a defacto part of corporate life and interactions with customers.   See the whole info graphic here.

Dreamforce: Managing Social Conversations with Buddy Media

Barbara Meskin from Jim Beam presented how that brand learned how to engage customers through social media on a global scale.  The journey that she decribed included the following steps over two years, although these things were not done linearly all the time:Jim Beam Bourbon image

  1. Social Audit – here they had to figure out what they had and how social media was used across the world.  They found 28 Facebook pages, all with inconsistent message, inconsistent branding and multiple personalities
  2. Stakeholder Alignment – at this stage they had their audit data and could go out to stakeholders to internally sell the need for change.   They also put a lot of time into regional coordination to make sure local marketers would buy in to and follow the program.
  3. Develop Strategy & Goals – establishing goals and objectives helped guide everyone globally to
  4. Develop Supporting tools – to make sure everyone followed the plan, they developed global style media guide and implemented Buddy Media for everyone to use to publish and monitor content
  5. Organize for Success – her team needed to make sure that the stakeholders had access to the tools, content guidelines and training
  6. Global tools & Content – This included seeded content, optimized labels in Buddy Media, and common global analytics that could be tracked and reported
  7. Continuous Improvement – finally, now that the program is in place, they are look for ways to continually improve their social media presence.  This includes making sure marketers are content planning many weeks in advance, sharing best practices sharing, testing new concepts and learning as they go.

Results showed that they increased their global fans 63%, which is tremendous.  They also now have consistent global branding and messaging, along with local in-country specific content.

Take a look at Jim Beam on Facebook and let me know if you think they have been successful.