I recently found this presentation created and shared internally by my colleague Ian McNairn, Program Director Web Innovation & Technology. In this "short" 45-slide presentation, Ian walks through why we need to use social tools (hint: partly in part to low trust in advertising), problems and risks of social software, and best practices for marketing 2.0.
Ian also shares some stats on IBM social software adoption inside of the firewall. I truly believe one of the business value for Enterprise 2.0 is the ability to easily re-use intellectual capital (and reduce costs from reinventing the wheel). Therefore, I actually used parts of this presentation recently as part of my presentation to the local SMB organization on how to use Twitter and Blogs to generate more revenue.