Tuesday's opening keynote at IBM Connect 2013 focused on how the combination of social, mobile, digital and analytics are having an impact in all industries. IBM Information Management General Manager Bob Picciano, along with IBM Global Business Services new markets Managing Partner, and IBM Public Sector General Manager Dan Pelino, described how these 4 key technology trends combined are leading to a fundamental transformation of front office processes.

Editor's Note: You can watch the live stream of this keynote here

Specifically, the transformation is happening not just in systems of record -- the traditional data systems and business process applications we are used to in the back office -- but also in systems of engagement --  the processes and tools that employees use to collaborate with one another and with customers, partners and other external parties. This transformation is happening because the 4 tech trends are leading to 4 shifts in how we work:

  1. Customers are leading the conversation around brands
  2. Partners are interacting to accelerate business
  3. Employees are using social media in all facets of their lives, including work
  4. Organizations are crowdsourcing new ideas, products and services

The recent IBM Institute of Business Value study, “The Business of Social Business”, showed that in 2012, while most companies “get it”, 70% are still struggling with how these 4 technology trends are impacting culture in the workplace.

To show how leading companies in all industries are purposefully applying social technology and transforming their culture and businesses, the audience was taken through three specific examples.

First up was BlueCross BlueShield of Massachusetts. Dealing with a radical change in the Massachusetts healthcare market following the implementation of universal coverage, CIO Bill Fandrich explained that data in particular has increasingly become an invaluable business asset. This helps them move from just managing costs per unit to delivering improved patient outcomes through a 360 degree view of their members. The result: member savings opportunities, clinical improvements, and enhanced patient engagement and satisfaction.