Micro Blogging In The Enterprise Final

© 2009 IBM Corporation© 2009 IBM Corporation

MicroBlogging in the Enterprise MicroBlogging in the Enterprise

Ian McNairn – Program Director Web Innovation & TechnologyOffice of the IBM CIO29th October 2009

With grateful acknowledgement to Delphine Remy-Boutang for the incorporation of many of her slidesWith grateful acknowledgement to Delphine Remy-Boutang for the incorporation of many of her slides

© 2009 IBM Corporation

MicroBlogging in the Enterprise

Ian McNairn – Program Director Web Innovation – Office of the CIO, IBM

Agenda

About …. Is microblogging just Twitter?Does microblogging have a role inside the corporation?Microblogging tools we use in IBM todayOpportunities and Issues raised by microblogging




But first a bit about IBM ….

and myself ….

Wordle is written by Jonathan Feinberg




IBM has a workforce of over 500,000 of whom almost 50% are mobile

IBM Locations

Mobile Employees

• 350K+ employees350K+ employees

• 200K+ contractors200K+ contractors

• 170 countries170 countries

• 2,000 locations2,000 locations

• 70+ acquisitions since 2002 70+ acquisitions since 2002

• 50% < 5 years experience50% < 5 years experience




What does our working environment look like ?

• > 90 % Laptops• > 90 % Laptops

• 100 % Internet access from office• 100 % Internet access from office

• 74 % company mobile phone• 74 % company mobile phone

• > 40 % in share desk• > 40 % in share desk

• 73 % managers have “remote employees”• 73 % managers have “remote employees”

• > 50 % e-learning• > 50 % e-learning

• IBM Intranet : 1st information source for IBMers• IBM Intranet : 1st information source for IBMers

• > 90 % e-recruiting• > 90 % e-recruiting



7

Our World is Getting Smaller Yet More Complex

By 2011 there will be over a trillion connected objects – cars, appliances, cameras, roadways, pipelines – comprising the "Internet of Things."

Currently it is estimated that there are over 30 billion web pages and internet traffic is growing at a rate of 50% annually

An estimated 2 billion people will be on the Web by 2011 and worldwide mobile telephone subscriptions will reach 4 billion by 2010

The world is The world is getting smartergetting smarterThe world is flatter and interconnected

The worldThe world is smaller is smaller

http://twitter.com/smarterplanet




Agenda





Automobile

The Pace of Technical Innovation is Accelerating

0 25 50 100 125 15075Years

0

50

100TelephoneElectricity

Radio

Television

VCR

Inte

rnet

PC

Cellular

% P

en

etr

atio

n

Adoption of new technologies are taking hold at double or triple previous rates




Google Trends, October 28, 2009




What is

Highly popular with celebrities, media and executives, Twitter is a microblogging platform comprising 140 characters.

Evan Williams, Twitter‘s founder, created it as a basic site to answer one simple question:

“Twitter lets people know what’s going on about things they care about instantly, as it happens,” Evan Williams, Twitter’s CEO, told The New York Times: “In the best cases, Twitter makes people smarter and faster and more efficient.”




visits up 1500% YOY

1448% YOY1448% YOY

190% YOY190% YOY17% YOY17% YOY

Unique Audience (Thousands) for Twitter, Facebook, YouTube and MySpace, May 2008 – May 2009

10% YOY10% YOY

Source: Nielsen Online

7 millions users




Why is Twitter important? It's a place where news often breaks

Trending: As everything being discussed on Twitter is by its nature happening now, increasingly used as a way of monitoring, reporting

Search Engine Optimization - because it is updated frequently, Twitter content ranks highly on Google. important way to generate traffic and disseminate messages online.

Twitter is becoming an important source of Internet traffic for many sites, and the amount of traffic it sends to other websites has increased 30-fold over the last 12 months.




… and from anywhere, using (almost) any device




Source Quantcast 2009; Compete.com

It is a global phenomenon




not just for kids

Adults ages 35-49 has the largest representation on Twitter almost 3 million unique visitors from this age group (almost 42% of the entire audience).

http://news.cnet.com/8301-13577_3-10253161-36.html




Agenda





Social Networking usage by IBMers

Population percentage 2008

< 5 year tenure 20-30 Retirees10-20

45% 26% 12% 13% 4%

Pe

rce

nt

of

gro

up

act

ive

ly u

sin

g S

oci

al N

etw

ork

s

100

50

25

0

75

5 - 10 30+

26% of current IBM population

~ 60% of employees are actively using social networking – mostly outside IBM

Source: Dave Newbold, IBM DE

estimates for US based population

2009

184000+




The Benefits of Web2.0 Social Networking… and in many ways, by extension … microbloggingFor Individuals, It’s about:

Being and staying “in the loop”

Being “top of mind” for special projects, interesting work (Statistics show that more than 70 percent of jobs are found and filled through networking)

Increased visibility, efficiency & productivity

Improved opportunities to contribute

Being efficient by tapping into other’s expertise as mentors or consultants

Innovation through brainstorming and collaboration

For Organizations, It’s about:

Improving the productivity of knowledge workers – since their work is highly collaborative and social

Getting everyone involved in innovation through collaboration

Making everyone’s talent accessible to the organization

Improving efficiency by leveraging the expertise of everyone

Improved social capital

Creates a dynamic environment that will provide sustainable business advantage through employee satisfaction & retention

Improves with size




Inside

Outside

The security case for Social Software inside the firewall

Intranet <----------------Application location-------------> Internet

Intr

anet

<--

----

---

Acc

ess

fro

m -

----

----

-> I

nte

rnet

No No ControlControl

Full Full ControlControl

Can I trust Can I trust my staff not my staff not

to make to make mistakes?mistakes?

How much How much can I safely can I safely

share?share?




BCG and SCG

1. Introduce the purpose of social media

2. Be responsible for what you write

3. Be authentic

4. Consider your audience

5. Exercise good judgment

6. Understand the concept of community

7. Respect copyrights and fair use

8. Remember to protect confidential & proprietary info

9. Bring valuehttp://mashable.com/2009/06/02/social-media-policy-musts/




Agenda





Internal version of twitter: Blue twit

• open source project, licensed IBM Internal

• over 4,100 registered users

• Integrated to Twitter

• know who you speak to through BluePages integration

• multiple clients: Firefox sidebar, Sametime

• stand-alone applications

• data source for mashups




Bluto

Integration of various microblog sources Filtering Following & responding Cross posting to microblogs



Organize your work, plan next steps, and easily tap your expanding professional network to help execute your everyday deliverables, faster

Create wiki spaces for individuals, groups, and communities to coauthor pages. View changes across pages, ratings, and comments.

Communities

Create, find, join, and work with communities of people who share a common interest, responsibility, or area of expertise

Blogs

Use a weblog to present your idea and get feedback from others; learn from the expertise and experience of others who blog

Bookmarking

Save, organize and share bookmarks; discover bookmarks that have been qualified by others with similar interests & expertise

Activities

Profiles

Quickly find the people you need by searching across your organization and connecting to others.

Microblogging

Manage your attention by viewing relevant social data aggregated across your subscriptions, notifications, and network of colleagues.

Wikis

Files

Upload and share any type of file with colleagues and communities. Store versions and view downloads, comments and ratings.

All your social software needsready for business

Homepage

Microblog your status and collaborate from the homepage as well as the Notes and Sametime Clients

Lotus Connections http://www.ibm.com/software/lotus/products/connections/




Status updates integrated with your intranet profile

Easily view updates from your network of contacts, or from your entire company

Feeds and e-mail integration make it easy to stay up to date, integrate desktop clients

Post updates on other profiles with the Board

Threaded comments on any status update

Secure Intranet Microsharing with Lotus Connections!Secure Intranet Microsharing with Lotus Connections!




An experimental space




LotusLive




Agenda





Some Twitter guidelines

Start small. Be your own filter. Don’t buy into the schemes to get hundreds of thousands of followers. It is not about you. Choose your retweets wisely. Get personal (with work that is). Seek support from Subject Matter Experts Don’t treat Twitter like a push-only marketing channel. Use DMs (Direct Messages) wisely. Most importantly - Be yourself

http://www.altamirano.org/social-media/so-you-think-you-can-tweet-a-business-guide-to-getting-value-from-twitter/




When all else is equal, Social Capital differentiates you

[research shows that] people with larger contact networks obtain higher-paying positions than people with small networks. A similar finding in social support research shows that persons with larger networks tend to live longer.

Personal contacts get significant information to you before the average person receives it. That early warning is an opportunity to act on the information yourself or to invest it back into the network by passing it on to a friend who could benefit from it.

Personal contacts get your name mentioned at the right time in the right place so that opportunities are presented to you.

Source: Ronald Burt, The Social Structure of Competition, from the book Networks in the Knowledge Economy

““




The 3 Rs of Marketing 2.0

Real• No more of the old marketing hype• Tell the truth• Admit your mistakes

» Otherwise: Customers will ignore you Relevant

• You can’t interrupt people anymore• You must supply what they want

» Otherwise: Google will ignore you Responsive

• Marketing is no longer a monologue• You must answer your customers

» Otherwise: Customers will flame you




Measuring impact

http://www.twitalyzer.com




Opportunities

http://scienceblogs.com/cognitivedaily/2009/05/casual_fridays_what_does_an_em.php




Risks




IBM Social Computing Guidelines

Be who you areSpeak in the first personUse a disclaimerRespect your audience Add valueDon't pick fightsBe the first to respond to your own mistakes. Use your best judgment.Don't forget your day job.

http://www.ibm.com/blogs/zz/en/guidelines.html

IBM supports open dialogue and the exchange of ideasResponsible engagement in innovation and dialogue




Twitter Tip: Register your Twitter name without the use of spaces or underscores

Lock up your full name if it’s available and not too long and too complicated

My UNIQUE branded username uniquely available on ALL social networks is: @mcnairn

People want to network with people

Twitter usernames will become valuable real estate just like Web sites were back in the 90‘s. So “ lock em up! “

When you join first Twitter, put a picture up immediately—before following anyone

Go to : www.twitter.comHow to get started?




Agenda

About …. Is microblogging just Twitter?Does microblogging have a role inside the corporation?Microblogging tools we use in IBM todayOpportunities and Issues raised by microbloggingHabits of great leaders who microblog exceptionally well




Twitter for ExecutivesBy entering the Twitterverse, You are becoming part of your

company’s customers’ brand experience

Stepping out from behind the curtain exposes both you and IBM brand to intimate scrutiny

It’s bigger than you think: Ashton Kutcher and Ellen Degeneres have more Twitter followers than the entire populations of Ireland, Norway and Panama.

Social media represents a fundamental shift in the way we communicate and make decisions




5 good habits for Executives who microblog

Those who know how to microblog well consistently demonstrate five truths about how a CEO –- or any leader — should speak when they step into the spotlight.




1/ You are your organisation’s brand conscience

For most consumers, an ideal CEO is someone who uses their power to make sure a brand keeps its promises.

As a business leader, microblogging can be your platform.

What people sense in an effective company executive is not the echo of

marketing, but the principles by which they lead the company behind it, and their passion for the job.




2/ Don’t sell – Do share Tweeting isn’t advertising, it’s a conversation.

Great executive tweeters don’t try to sell to their followers, they try to engage them in a personal way.

Share things about your corporate culture, your leadership values, the great people around them.

Help your followers with problems.

Make business competition personal, and sometimes even funny.

Each tweet should be a window into the life of the company behind the marketing, which will make the marketing stronger as a result.




3/ Be a real human being What you talk about is who you are.

Every user’s update history paints a true portrait of their character and what matters to them. So, the best executive tweeters are real people and sound like real people — always.

Know the responsibility to keep our brand honest as a duty we owe our customers, but also know that the great burger you had at your favourite place last night are the things that make you human. In moderation, share some of those things, too.

People will be able to relate to you on a personal level and as a result, they will like and trust you more.




4/ Write well

Bad grammar, punctuation, or hasty abbreviations to get the character count down to 140, are just a little too humanizing.

Great leaders are characteristically great communicators, and it’s no different when tweeting. Informality is fine, charming even, but confident prose is one way people recognize leadership in this forum.

Nobody wants to do business with a sixteen-year-old CEO, and the best executive tweeters don’t write like one.




5/ Commit The best executive tweeters are people who have decided

to join the party.

Tweet a few times a day, and do so at least a few days a week

Build a community and become familiar with your followers

Establish relationships, running jokes, and a personality that defines you.

Corporate leaders that don’t tweet often can seem distant, or worse, when they do. “We don’t feel like they’ve joined the party. We just feel like they walked into the room to make an announcement, and then left.”

You almost shouldn’t be a Twitter user if you’re not prepared to commit




Conclusion Joining the Twitter community as a leader makes your voice

inseparable from your company’s reputation and its brand.

What effective CEO tweeters understand, though, is that this doesn’t mean you are that brand.

People will follow you, initially at least, because they’re curious to understand who your company is in a deeper way than traditional media allow.

But they’ll stay with you only if they like, respect and trust what they discover. Which, as any leader will tell you, is what leadership is all about.

Source: brandcowboy.com , @brandcowboy.




[email protected]@uk.ibm.com

+44 1784 445749+44 1784 445749

http://www.mcnairn.com/

Questions?



58

Legal disclaimer© IBM Corporation 2009. All Rights Reserved.

The information contained in this publication is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained in this publication, it is provided AS IS without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this publication or any other materials. Nothing contained in this publication is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software.

References in this presentation to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities referenced in this presentation may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. Nothing contained in these materials is intended to, nor shall have the effect of, stating or implying that any activities undertaken by you will result in any specific sales, revenue growth or other results.

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All references to Renovations, MyHealthCare.com, and Madisons refer to a fictitious company and are used for illustration purposes only.

© 2009 IBM Corporation© 2009 IBM Corporation

Useful Twitter toolsUseful Twitter toolsCompiled by Delphine Remy-BoutangCompiled by Delphine Remy-Boutang




Search twitter : Complete an advanced search around

key phrases, within specific dates, and from specific handles.

(Often broken, Google search is the best back up!)

TweetDeck: A desktop app that lets you organize your

followers into specific categories (i.e. industry leaders, customers,

potential customers, etc.)

TwitPic: Provides a bridge from your camera phone to

Twitter. Pictures can either post to the Twitter public timeline

from phone via email or through the site.

TweetLater and CoTweet: Allow you time your Tweets

to be created now and published later.

Seesmic: A desktop client to manage your lifestream from Facebook & multiple

Twitter accounts.Create groups and searches and view them any way you like

Mixero: Twitter client helps in controlling the flow and noise of information – Great to monitor groups and channels




•HootSuite: A shared Twitter platform allowing multiple users, pre-scheduled tweets, and click statistics including charts and your most popular tweets.

•TweetVolume: Find out what keywords to use based on their popularity and conversation volume on twitter.

•TweetBeep: The Google Alerts for Twitter, allows you to monitor conversations that mention you, your brand, related/competitor products, and links to your website/blog. Alerted as keywords appear, reducing the need for a manual search.

•Twitterholic: Find out who has the most followers and who can be an influential asset to your campaign.

•ExecTweets: Find and follow top executives on Twitter.

•Twollow: Put in key words and automatically add you to people with those words in there profile.

•Mr Tweet: Your personal Twitter assistant suggests which influencers and followers…………….




•TwitterGrader: Measures the relative power and authority of a Twitter user by calculating number of followers, power of network of followers, pace of updates and completeness of a user’s profile.

•Twhirl: Centrally manages activity, messaging and updating for Twitter and platforms (FriendFeed, Identi.ca and Seesmic).

•TwitScoop: Tells you “What’s hot right now?”, presenting trend comparisons and volume of conversation.

•Twitterberry and Twitterfox: Downloadable Blackberry app and Firefox plugin for Twitter.

•Go to Tweepler to see who to follow and who not to follow.

•Go to Trendistic to view the volume of conversation about your brand, products…




Twitter dictionary Twitterverse or Twittersphere - the universe/world sphere of Twitter (cf. blogosphere)

Tweet - an update on Twitter, comprising a message of up to 140 characters, sometimes containing a link, sometimes containing a picture or video. Also a verb: to tweet, tweeting.

Reply or @Reply - a message from one user to another, visible to anyone following the user who is giving the reply. Also visible to the entire world (and search engines) in your Twitter profile page.

Direct message or DM - a message from one user to another in private (not visible to other users, the internet or search engines).

Re-tweet or RT - repeating a message from another user for the benefit of your followers and in recognition of its value (the Twitter equivalent of forwarding an email)

Micro-blogging - the term given to the practice of posting short status updates via sites like Twitter (there are others, but none as big)

“Follower” someone who has subscribed to read your tweets “Following" people that you decide to follow “Friend" Someone who you follow that also follows you

Micro Blogging In The Enterprise Final

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