Social Governance Programs
The social governance community was a resource for governance and standards around how IBM should conduct themselves online both from a brand and employee perspective.
ROLE
Program Manager
SUMMARY
The social governance community was a resource for governance and standards around how IBM should conduct themselves online both from a brand and employee perspective. Teams needed to fill out waivers, complete guideline training, and go through audits.
THE PROBLEM
There was a need to prevent brand risk and create a system that could easily inform employees of how they needed to conduct themselves both online when representing IBM as a brand and on their own personal social media platforms as an IBM employee.
THE PROCESS
Conducted sessions with IBM leadership, user researchers and development to create a useful community resource. We did workshop sessions globally in Japan, China, Latin America, and Europe to define and set KPIs and standards for impact. We worked closely with Legal, Compliance, and Developers. We established an agile process of working sessions, followed by prototypes before creating a website. Once we had validated with our users, we set a roadmap and iterated our process in 2 week sprints.
The Process Breakdown
USER INTERVIEWS
To start, we took a look at the current social compliance processes. We analyzed what data already there and what needed to be built new.
Research with legal, compliance, and users were conducted to better understand wants/needs/fears to identify pain points and opportunities for enhancements in creating guidelines that were reasonable to enforce employees as well as simultaneously protecting the brand
PERSONAS
Legal/Compliance: Focused on IBM’s needs and to prevent legal and brand risk
Employees: understand wants/needs/fears around presence online and to follow strict guidelines when representing IBM brand and as an IBM employee on social media



EXISTING DATA ANALYSIS
Review current user data to inform needs. Findings were integrated alongside qualitative findings from generative research activities


CONCEPT CREATION AND EXECUTION
After the initial round of user research, we began creating outlining the best practices (no scroll bar, important information upfront, easy to use navigation, etc). We did some light testing and then pushed the website live.