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New Leaders Session
Collaborative leadership - the way to trust
Svetlana Stavreva
CMO, IBM South East Europe
About IBM
 IBM delivery tricycle
in front of the IBM office
in Johannesburg
 Year: 1965
About IBM
 Founded in 1911
 #3 in 2014 BrandZ Top 100 ranking for
Most Valuable Global Brands
 ≈ 380 000 employees worldwide
 Yearly revenues in the range of $100 billion
 Leading IT services & innovation company
 $6+ billion/year R&D investments
 5 Nobel Prize winners
 Patent leader 22 years in a row
7534 registered patents in 2014.
 IBM Watson – the next chapter….
What Does IBM Watson Say About Me
Watson Analysis
We Live in a Moment of Enormous Transformation
New opportunities for growth enabled by the new ways we interact
with each other and with data
Data
the new basis of
competitive advantage
Social Media &
Mobile
24x7 communications
without borders
People-centric
Engagement
The power of the individual
Data is the new basis of competitive advantage
We create 2.5 quintillion
bytes (2.3 trillion gigabytes)
of data every day
From 2006 to 2020 the volume of
data will have increased 300 x to
reach 40 zettabytes (40 trillion GB)
Today 6 billion people
have a mobile phone
By 2020 there will be over
29.5 billion connected devices
globally – 4 x world’s population
400 million tweets daily by
about 200 million active users.
worldwide
30 billion pieces of content shared
on Facebook monthly
Social Media & Mobile:
24x7 Communications Without Borders
84%
of millennials and 70% of
boomers say social and
user-generated content has
an influence on what they buy
64%
of executives believe new
business models will
profoundly impact their
industries
80%
of sales will be
conducted without
F2F interaction by
2020*.
* Non IBM source
80%
of individuals are willing
to exchange personal
information for a
personalized offering
84%
of smartphone users
check an app as
soon as they wake
up
71%
of executives believe
consumers will demand
more complete
experiences
People-Centric Engagement – the Power of One Person
Meet Lily
How Does This
Affect Leadership?
Are Leaders Ready?
9
When physical meets digital…
• Collaboration among people changes
• New ecosystems of influence emerge
• Collaborative leadership based on trust drives new
business outcomes
Collaborative Leadership Based on Trust:
Engaging people & Networks Systematically With Integrity
“Be the change you wish to see in the world.”
Mahatma Gandhi
“Leadership is the art of getting someone else to do
something because he wants to do it.”
Dwight D. Eisenhower
“People will not follow what you say. They will follow
what you do.”
Thomas J. Watson
Leading by Example
“What counts in life is not the
mere fact that we have lived.
It is what difference we have
made to the lives of others
that will determine the
significance of the life we
lead.”
Nelson Mandela
How Does This
Affect PR &
Communications?
Are we Ready?
14
PR & Communications – the New Mandate
From
Message
Critical to
Business
Critical
Author
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