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© 2009 IBM Corporation
Social Media in the Legal Frontier and Beyond
Jennifer Okimoto – Associate Partner
14 September 2009
© 2009 IBM Corporation
The Changing Nature of Work
2
The evolving Web platform allows employees to work, connect, collaborate and manage knowledge in entirely new ways
Web 2.0 is about connecting people, and making technology efficient for people.
Web 1.0 was about connecting computers and making technology more efficient for computers.
Web 2.0 changes the way in which organizations interact with customers and employees
Is about communities and social networks
Builds contextual relationships and facilitates knowledge sharing
Is about people and the way they collaborate
It is not a technology, not an industry, not a standard
Key Characteristics
© 2009 IBM Corporation
The Changing Nature of Work
3
There are critical success factors for using social media within and outside an enterprise
Critical Success Factors SeekersI need someone
ContributorsI am someone
Awareness How do I know who is out there? How can I become more known?
Competence (Trust) Is this person competent? How can I advertise my expertise?
Benevolence (Trust) Will this person help me? How can I develop my reputation as a trusted partner?
Motivation Am I motivated to work with this person?
Why will I cooperate with this person?
Access How do I approach this person? Do I want to be approached?
Skills Does the team have the skills necessary to collaborate effectively? (e.g. technical, communication, people, business, etc)
Mechanism Do we have a method to collaborate?
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To what extent do these characteristics exist within your organization or your clients’ organizations?
To what extent do these characteristics exist within your organization or your clients’ organizations?
© 2009 IBM Corporation
The Changing Nature of Work
4
Traditional
As new sources and methods to work, share knowledge and learn appear, none of the old disappear
Time
Email Communities Websites and
portals Online presence
and instant messaging
Team rooms Forums Web conferencing Expertise profiles
Memos Telephone Newsletters Books and journals Data, information &
docs in shared drives or databases
Taxonomies Directories Classrooms ConferencesPrivate
Public
Organizations are considering how they will shift from private and controlled environments to public and dynamic collaboration across multiple platforms
Telepresence 3D Internet Gaming Virtual Worlds Simulated and
Immersive Environments
Information Mining and Analytics
Work1.0 Work2.0 Beyond
Platform across the enterprise and beyond
Social spaces and networks
Feeds and subscriptions
Widgets Mashups Social software:
Blogs & Wikis Social bookmarks Tags & clouds Voting Pod & videocasts Media sharing Microblogging
© 2009 IBM Corporation
The Changing Nature of Work
5
To learn: As an innovation-based company, we believe in the importance of open exchange and learning – between IBM and its clients, and among the many constituents of our emerging business and societal ecosystem.
To contribute: IBM – as a business, as an innovator and as a corporate citizen – makes important contributions to the world, to the future of business and technology, and to public dialogue on a broad range of societal issues. As our business activities increasingly focus on the provision of transformational insight and high-value innovation – whether to business clients or those in the public, educational or health sectors – it becomes increasingly important for IBM and IBMers to share with the world the exciting things we’re learning and doing, and to learn from others.
© 2009 IBM Corporation
The Changing Nature of Work
6
http://www.ibm.com/blogs/zz/en/guidelines.html
© 2009 IBM Corporation
The Changing Nature of Work
7
CEOs – Top sources of new ideas and innovation
Employees
Business Partners
Customers directly
Consultants
Competitors
Associations
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
IBM Institute for Business Value, CEO Study 2006
© 2009 IBM Corporation
The Changing Nature of Work
8
I encourage you to participate…join the conversation…jump in FEET FIRST
1. Google yourself and your colleagues
2. Get LinkedIn Set up/update your profile and connect with your clients and
colleagues
3. Twitter Conduct research, follow clients, follow and share trends, keep
people up to date about you
4. Watch YouTube Watch videos about collaboration and social networking (
Common Craft)
5. Blog inside and outside the firewall Go watch this 90 second YouTube video with
Seth Godin and Tom Peters
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