A Social Software Adoption Program Accelerates the Business Value of Web 2.0

Social Media, Web 2.0 at Work
Location: 1A06 Level:
Average rating: ***..
(3.50, 2 ratings)

A social software adoption program will focus your organization on business objectives, harness the efforts of individual evangelists, and more systematically capture success metrics.

The business imperatives for wide Web 2.0 adoption span the organization: CEO’s are challenged with change, global markets are challenged with the need for smarter business practices, workforces are challenged by global collaboration across generations and cultures. The IBM social software adoption program is a case study across multiple job roles and geographies, and coordinates the efforts of hundreds of people who were already evangelizing inside and outside the company. In our experience, positive results can be accomplished with exec leadership commitment, focused strategy and execution, and a enthusiastic “volunteer army” of employees. 

Our program focus is upward, with a reverse mentoring program for executives; downward, through management-led team deployments; and sideways, through peer influence. This program takes the next steps beyond existing command-and-control technology deployment programs and early adopter programs to address (a) the need to include entire population beyond early adopters and (b) the issue that a technology deployment alone does not change behavior – a different sort of program is needed to engender the participation, collective intelligence, and innovation of all employees. The program also includes measures of success and we will share metrics related to performance and adoption.

Photo of Jeanne Murray

Jeanne Murray


Jeanne Murray is Program Manager, Social Software Programs and Enablement, in IBM Software Group. She works with teams to identify how social collaboration can improve business processes and connect globally distributed teams inside and outside the company. She’s held technical, marketing, and business strategy positions at IBM and has expertise in internet technologies, web marketing, and software development.

Jeanne’s areas of expertise include social software adoption, social networking, social media, and community building, as well as content and web strategy, web and user behavior analytics, and instructional design. She has experience in developing Web 2.0 concepts and technologies, driving growth in emerging markets, and managing learning programs. She works in Research Triangle Park, NC, and prior to joining IBM was a consultant with Booz, Allen and Hamilton in the Washington DC area.

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Lynda Van Vleet
11/30/2009 12:57pm EST

This was one of the few sessions that really related to “big business”

  • IBM
  • Microsoft
  • Awareness
  • Blue Kiwi Software
  • Ericsson Labs
  • Jive Software
  • Layered Technologies, Inc.
  • Neustar, Inc.
  • OpenText
  • Opera Software
  • Overtone
  • Qtask
  • Rackspace Hosting
  • Sony Ericsson

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