"Allies agreed on what I would qualify as a conditional and graduated re-engagement," he told reporters.

Here "It" means the formalizing the process of re-using templates, design patterns or any other assets from IBM's previous successful customer engagement etc. in defining business process models.

"Essentially we're challenging the public to teach response groups what they need and want re: social media engagement in a very real sense and then to put it all to work," said a written release.