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Gina Poole, IBM Software Group, VP of Marketing 2.0 (1 viewing) (1) Guest

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TOPIC: Gina Poole, IBM Software Group, VP of Marketing 2.0
#2807
Re:Gina Poole, IBM Software Group, VP of Marketing 2.0 6 Years, 3 Months ago Karma: 0  
03-16-2010 16:58


Hi Gina -

Welcome to the CIOZone community and thank you for contributing to our discussions - it's a great opportunity to connect with you through Roger's interviews.

In your first interview, you spoke about the Blue IQ - the army of IBM early social media adopters, who reach out to various executives at IBM and through their passion and "mentoring" create a greater comfort with social networking.

What is the greatest stumbling block to this comfort level? Is it the time element, is it security? What seems to keep Sr. Level Execs from jumping in...

Thank you Patricia
Registered
 
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#2820
Re:Gina Poole, IBM Software Group, VP of Marketing 2.0 6 Years, 3 Months ago Karma: 0  
Bill - thanks for your comments, they are excellent. To answer your question...every organization we work with is different and has varying collaboration needs. We find the fastest adoption with those who do their planning in advance. They have identified an audience to do the pilot with, they have defined goals, and they communicate well with their target users. With Lotus Connections a key strategy has been to provide social data in people's every day tools, such as email, IM, and existing sites. This helps users naturally adopt the tools without significant change to their work habits. There is no particular industry we find adopting more quickly than others. Best regards,
 
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#2886
Re:Gina Poole, IBM Software Group, VP of Marketing 2.0 6 Years, 3 Months ago Karma: 14  
Excellent interview. I was impressed with the way IBM has helped its top executives get more comfortable with social media by teaming its 300 best and brightest social software users with its 300 top executives. It's a great way for the executives to learn and it also says a lot about a culture that values the knowledge of people who are not its top execs enough to have them be the teachers of its 300 top people.
 
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#2889
Re:Gina Poole, IBM Software Group, VP of Marketing 2.0 6 Years, 3 Months ago Karma: 0  
Hi Patricia - I have found the biggest stumbling blocks for senior executive usage of social software to be 3 things: concern over time commitment, concern that they might not come across as knowledgeable or look like a "newbie", and concern over legal/security issues. We address the time commitment by showing them that they can often use social sw in place of other communications tactics, such as sending emails or newsletters. To address the concern of trying something new we encourage them first to consider simple tasks like tagging content, sharing files, etc before getting into creating content such as writing a blog. And for the legal/security concern the key is to follow our regular ethical guidelines that apply to all types of communications. And in some cases if they are writing an external blog we suggest they review any potential controversial items with someone in communications or legal before posting to get them more comfortable.
 
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#2890
Re:Gina Poole, IBM Software Group, VP of Marketing 2.0 6 Years, 3 Months ago Karma: 0  
Hi John - we have many clients in regulated industries like financial that are using social software. Often they start out using it for internal collaboration. But many do use it externally as well. The key is to follow the same guidelines you would follow in any type of external communications - such as with press, clients, etc. It often helps to also have some explicit social computing guidelines for the company that helps bloggers understand what they can and can't talk about and why. IBM's social computing guidelines http://www.ibm.com/blogs/zz/en/guidelines.html are probably more generic than a financial company would need - but they could be the base you can build on. Also some companies prefer to have a legal review of any external material before it is posted.
 
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#2891
Re:Gina Poole, IBM Software Group, VP of Marketing 2.0 6 Years, 3 Months ago Karma: 0  
to epearlman - another benefit of doing the reverse mentoring is the positive impact it has on the more junior employees who are doing the mentoring - they really appreciate the opportunity to interact directly with senior execs and to see that their knowledge is greatly valued in the company.
 
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