Ibm social business 20140310

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© 2014 IBM Corporation Social Business Afinal, o que é Social Business?

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Palestra "Social Business", apresentada pelo executivo da IBM Flávio Mendes aos alunos da FCI/Mackenzie em 10 de março de 2014.

Transcript of Ibm social business 20140310

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Social BusinessAfinal, o que é Social Business?

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Parte 1 – Onde estamos?

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A quinta era de TI:Social Business

Anos 60

O Mainframe

Anos 70

Mini Computadores

Anos 80

Computadores Pessoais

Anos 90

Redes Locais

2000

Redes Sociais

Computação em Nuvem

Mobilidade

Big Data

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2013+

Na IBM, assistimos a transformação da Intranet em uma Intranet Social

Consumo Participação

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“Muitas empresas estão morrendonão porque façam coisas erradas, mas porque elas continuam fazendo a coisa certa por um tempo longo demais”

Prof. Yves Doz, do Insead, França

não porque façam coisas erradas continuam fazendo a coisa certa por um tempo longo demais

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Como cada profissional investe o seu tempo?Executivo Gerente de Pessoas Transacional Knowledge Worker

Assistente AdministrativoNovo funcionário Contribuidor Networker

SME / Especialista Mobile Worker Tomada de decisão Knowledge Work Colaboração Processos de negócio

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Influência das mídias sociais no comportamento da sociedade.Estão mudando a lógica do poder na sociedade atual. Já não se pode fazer política, por exemplo,se não se levar em conta a crescente autonomia e dinamismo da sociedade, desintermediando os meios tradicionais de comunicação.

Entenda Sociologia, e não tecnologia

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Social Computing Guidelines

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Parte 2 – A IBM e o mercado

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O Grande Desafio: Social Business x Redes Sociais

Responda a estas simples perguntas:► Quando você fez back-up dos seus dados

do Facebook pela última vez?► Você realmente confia na segurança do

Facebook?► Será possível (e desejável) integrar os

demais sistemas de sua empresa com o Facebook?

► Qual o roadmap do Facebook?► Como posso me planejar para os

próximos anos?

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O Grande Desafio: Social Business x Redes Sociais

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O que nossos clientes querem?

Comunicação Colaboração Inovação Integração Mobilidade

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Petrobras Conecte

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Comunicações Internas

Recursos Humanos

Tecnologia da Informação

Petrobras Conecte

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Pessoas conectadas com objetivos similares para aumentar a criação de valorPessoas conectadas com objetivos similares para aumentar a criação de valor

Disseminação de Conhecimento Técnico

Compartilhando percepções e idéias

Estimulando inovação e mudança culturalEstimulando inovação e mudança cultural

Promovendo Colaboração em processos e projetos

Aumentando a visibilidade do conhecimento e dos especialistas

da empresa

COLLABORATION

SHARIN

G

KNOWLEDGE

NEW SOLUTIONS

VISIBILI

TY

TO PEOPLE

Petrobras Conecte

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Cemex Shift

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“Generation Y”From 14 to 26 years old

Teamwork, focuses on accomplishments,

intense use of technology

Meaningful relationships

“Pre Baby Boomers”

From 64 to 78 years old

Effort, loyalty and traditional - value

oriented

Savings to build wealth

“Baby Boomers”From 45 to 63 years old

Focused on work, independence and competitiveness

Credit to build equity

“Generation X”From 27 to 44 years old

Individualist, flexible, adept to the use of

technology

Work / Family Balance

Generations coexistence to drive higher value ...

The average age of CEMEX employees is 39 years old Median is between the ages of 27 & 34 (32% of personnel)

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Shift enabling global Innovation Initiatives

Commercial Development

Construction: 21st Century

Promote development &

sales of new ready mix products

Improve clinker factor

reductionAlternative fuels

& biomassInfrastructur

e Projects

Government Relations

Aggregates

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Business Networks enabled by Shift

1,311 unique participants in Global Initiatives

Improve Clinker Factor Reduction (523)

Alternative fuels and biomass (494)

Promote Development & Sales of New RM Products (266)

Construction: 21st Century (319)

Infrastructure Projects (391)

Value Propositions Aligned to Market Needs (188)

4,364 other unique participants

Concretos & Agregados Centroamerica (288)

Seguridad en las Operaciones (872)

Legacy (774)

CSS Budapest (192)

Mexico – Administracion Comercial (219)

USA – User Community Business Finance (120)

USA – User Community Logistics (96)

Mexico Innovation at the VP Commercial (147)

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1,663 unique participants in Global Initiatives

Improve Clinker Factor Reduction (555)

Alternative fuels and biomass (506)

Promote Development & Sales of New RM Products (320)

Construction: 21st Century (384)

Infrastructure Projects (415)

Value Propositions Aligned to Market Needs (237)

9,788 other unique participants

SAP Mexico Community (2,319)

Seguridad en las Operaciones de Cemento Mexico y SAC (905)

LEGACY (883)

PLAN DE COMPENSACIÓN FLEXIBLE (611)

Concretos & Agregados Centroamérica (288)

PLAN DE FORMACIÓN INTERNA (236)

MEXICO - Administración Comercial (219)

Soporte SAP Consultores Jr. (214)

Dec, 2011Dec, 2011

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Business Networks enabled by Shift

June, 2012June, 2012

1,700 unique participants in Global Initiatives

11,000 other unique participants in +400 active communities

SAP Mexico Community (2,336)

Legacy Process Community at Mexico (929)

Security Process at Mexico (919)

SAP Support (216)

CSS Budapest (196)

Corporate Areas communities (+400)

Compensation & performance communities (+600)

Communities for Commercial at Mexico (+300)

Communities for Commercial at France (+200)

SAP Users communities at USA (+600)

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Parte 3 – Na IBM

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Uma visão geral da IBM

Operações em 172 países

$107B de faturamento em 2011

Principais segmentos de atuação

• Serviços• Software• Hardware

• Pesquisa• Finanças

Força de trabalho composta por:

Mais de 500,000 funcionários

Menos de 5 anos de IBM50%

40% Trabalham remotamente

+ 100 anos

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Transformando a IBM em uma “aldeia global”...

A funcionalidade apresentada acima é fornecida por um asset IBM e não faz parte do produto IBM Connections

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Transformando a IBM em uma “aldeia global”...

A funcionalidade apresentada acima é fornecida por um asset IBM e não faz parte do produto IBM Connections

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Progamas de Inovação trazem valor para o negócio

IBM ResearchFirst-of-a-Kind

GlobalTechnology

Outlook

Mobilizar e Colaborar

Incubar, prototipar e

validar

Implementar, Levar para o

mercadoIdéias

Academia

Empregados

ClientesTechnology Adoption Program

Parceiros

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6,046 posts

9,337 posts

32,662 posts

JAMs tornaram-se parte integral da estratégia IBM

WorldJam2001 ValuesJam WorldJam2004Uma nova plataforma de colaboração para capturar melhores práticas para 10 problemas da IBM.

Uma profunda exploração dos valores e crenças da IBM, na visão dos seus funcionários

Um foco pragmático em soluções para crescimento, inovação e em como tornar “vivos” os valores da IBM

268,233 views

1,016,763 views

2,378,992 views

3,000,000+ views

37,000+ posts

InnovationJam2006Uma discussão aberta entre IBMistas, familiares e clientes em como combinar as tecnologias IBM para criar novos mercados

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InnovationJam 2006O maior “brainstorming” Online jamais realizado

Demonstrou o poder da colaboração em processos de inovação

Acelerou o processo de inovação e implementação de novas ofertas integradas

Participantes► 150.000 participantes► 104 países► 67 clientes, parceiros e instituições

acadêmicas de todo mundo► 12.690 membros de familas de IBMistas► 46.000 idéias

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InnovationJamO maior “brainstorming” Online jamais realizado

INVESTIMENTO DE U$ 100 MILHÕES EM 10 IDEIAS

• Serviços de Tradução em Tempo Real• Internet 3D• Eu Digital• Inovações “Big Green”• Redes de Serviços Públicos Inteligentes• Sistema de Informação Integrado de Trânsito Pesado• Novos Serviços Bancários para a População• Sistema Eletrônico de Registro de Saúde• Mecanismos Simplificados de Negócios• Sistemas de Pagamento Inteligente de Serviços de Saúde

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Linear Thinking

Evolution

New Features

New Versions

Same framework

Curiosity

Innovation

Disruption

New Products

New Services

New Business Models

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Parte 4 – Adoção

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Reputação Online – United Airlines

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Reputação Online – United Airlines

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The history so far, by Wikipedia The YouTube video was posted on July 6, 2009. The video garnered over half a million hits by July 9, million by

mid-August 2009, and 10 million by February 2011. Rob Bradford, United's managing director of customer solutions, telephoned Carroll to apologize for the foul-up

and to ask if the carrier could use the video internally for training. United mentioned it hoped to learn from the incident, and to change its customer service policy as a result of the incident.

Bob Taylor, owner of Taylor Guitars, immediately offered Carroll two guitars and other props for his second video.The song hit number one on the iTunes Music Store the week following its release.

Since the incident, Carroll has been in great demand as a speaker on customer service. On one of his trips as a speaker, United Airlines lost his luggage.

In December 2009, Time magazine named "United Breaks Guitars" No. 7 on its list of the Top 10 Viral Videos of 2009.

In January 2012, Carroll and "United Breaks Guitars" were featured in the CBC/CNBC documentary Customer (Dis)Service.

In May 2012, Carroll published a book, United Breaks Guitars: The Power of One Voice in the Age of Social Media, detailing his experiences.

In January 2013, the success of Carroll's online protest was used by the German television and news service Tagesschau to exemplify a new kind of threat facing corporations in the internet age.

Stock price effect: Within 4 days of the video being posted online, United Airline's stock price fell 10%, costing stockholders about $180 million in value.

However, other analysts have questioned whether this price drop can be directly linked to the video; they note that some other airlines (American, Continental, Delta, and Southwest) also had drops in their stock price on that date, and that United stock had been on a roller coaster all that quarter, including some days with drops greater than 10% in value. Additionally, since the video was posted on July 6, the cumulative stock price drop was only 2% (from 3.34 to 3.26). According to UAL's stock prices, the stock started the year at $11.87, but dropped to a low of $3.94 on March 6. On July 2, UAL traded at $3.31 and $4.12 on July 31, growing by 24% for the month. It traded $12.91 by Dec 31, 2009, up 390% since July 2.

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Reputação Online - Fedex

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Reputação Online - Fedex

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Adoption Principles

CREATEA New Way Of Working By Embedding Into Business Processes

LAUNCHWith Top And Groundswell

ENGAGETo Fit Into Work Style And Culture

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Top Ten Best Practices for Social Business Adoption

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Flávio MendesIBM Latin America Portal and Social Business Tiger Team Leader

Rio de Janeiro - Brasil

Tel 55 21 9999-9559Email: [email protected]: fgfmendes.blogspot.com

[email protected]

@fmendes

fgfmendes.blogspot.com