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Should Social Media Be Regulated?

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  • Andy Piper
    http://andypiper.co.uk
  • Around 380,000 employees;165 countries
    Employees are highly mobile
    Several large divisions
    Systems and Technology
    Consulting Services
    Software
    Research
  • IBM acquires companies
    IBM has many divisions and interests
  • IBM acquires companies
    IBM has many divisions and interests
  • We’ve been podcasting internally and externally for some time. We run weekly podcasts on developerWorks, and occasional interviews.

    We’ve got demos and videocasts on YouTube... and you’ll find IBMers on Slideshare, Viddler and other sites too.

    We’ve been using social networks like Xing to build communities like Greater IBM, our alumni network... and also extending that to LinkedIn, Facebook and Second Life
    http://www.ibm.com/ibm/greateribm/

    Twitter enables us to both stay in touch with wider teams and communities, and build relationships with customers and analysts. This has been a great tool for developing individual connections, and we’ve been looking at using similar tools internally.

    We have IBM groups on Facebook which enable us to build communities there. Some of my clients have connected with me there, for example. There’s been some recent controversy about Facebook from a privacy and time wasting perspective, but there’s an element of common sense here - and it does help to build networks.

    del.icio.us, Dopplr, Slideshare

    Even a social music site like Last.FM can help to build communities
    http://ibmrocks.mytoycode.com/
  • We’ve been podcasting internally and externally for some time. We run weekly podcasts on developerWorks, and occasional interviews.

    We’ve got demos and videocasts on YouTube... and you’ll find IBMers on Slideshare, Viddler and other sites too.

    We’ve been using social networks like Xing to build communities like Greater IBM, our alumni network... and also extending that to LinkedIn, Facebook and Second Life
    http://www.ibm.com/ibm/greateribm/

    Twitter enables us to both stay in touch with wider teams and communities, and build relationships with customers and analysts. This has been a great tool for developing individual connections, and we’ve been looking at using similar tools internally.

    We have IBM groups on Facebook which enable us to build communities there. Some of my clients have connected with me there, for example. There’s been some recent controversy about Facebook from a privacy and time wasting perspective, but there’s an element of common sense here - and it does help to build networks.

    del.icio.us, Dopplr, Slideshare

    Even a social music site like Last.FM can help to build communities
    http://ibmrocks.mytoycode.com/
  • We’ve been podcasting internally and externally for some time. We run weekly podcasts on developerWorks, and occasional interviews.

    We’ve got demos and videocasts on YouTube... and you’ll find IBMers on Slideshare, Viddler and other sites too.

    We’ve been using social networks like Xing to build communities like Greater IBM, our alumni network... and also extending that to LinkedIn, Facebook and Second Life
    http://www.ibm.com/ibm/greateribm/

    Twitter enables us to both stay in touch with wider teams and communities, and build relationships with customers and analysts. This has been a great tool for developing individual connections, and we’ve been looking at using similar tools internally.

    We have IBM groups on Facebook which enable us to build communities there. Some of my clients have connected with me there, for example. There’s been some recent controversy about Facebook from a privacy and time wasting perspective, but there’s an element of common sense here - and it does help to build networks.

    del.icio.us, Dopplr, Slideshare

    Even a social music site like Last.FM can help to build communities
    http://ibmrocks.mytoycode.com/
  • We’ve been podcasting internally and externally for some time. We run weekly podcasts on developerWorks, and occasional interviews.

    We’ve got demos and videocasts on YouTube... and you’ll find IBMers on Slideshare, Viddler and other sites too.

    We’ve been using social networks like Xing to build communities like Greater IBM, our alumni network... and also extending that to LinkedIn, Facebook and Second Life
    http://www.ibm.com/ibm/greateribm/

    Twitter enables us to both stay in touch with wider teams and communities, and build relationships with customers and analysts. This has been a great tool for developing individual connections, and we’ve been looking at using similar tools internally.

    We have IBM groups on Facebook which enable us to build communities there. Some of my clients have connected with me there, for example. There’s been some recent controversy about Facebook from a privacy and time wasting perspective, but there’s an element of common sense here - and it does help to build networks.

    del.icio.us, Dopplr, Slideshare

    Even a social music site like Last.FM can help to build communities
    http://ibmrocks.mytoycode.com/
  • We’ve been podcasting internally and externally for some time. We run weekly podcasts on developerWorks, and occasional interviews.

    We’ve got demos and videocasts on YouTube... and you’ll find IBMers on Slideshare, Viddler and other sites too.

    We’ve been using social networks like Xing to build communities like Greater IBM, our alumni network... and also extending that to LinkedIn, Facebook and Second Life
    http://www.ibm.com/ibm/greateribm/

    Twitter enables us to both stay in touch with wider teams and communities, and build relationships with customers and analysts. This has been a great tool for developing individual connections, and we’ve been looking at using similar tools internally.

    We have IBM groups on Facebook which enable us to build communities there. Some of my clients have connected with me there, for example. There’s been some recent controversy about Facebook from a privacy and time wasting perspective, but there’s an element of common sense here - and it does help to build networks.

    del.icio.us, Dopplr, Slideshare

    Even a social music site like Last.FM can help to build communities
    http://ibmrocks.mytoycode.com/
  • This is a fun social software mashup - Last.FM IBM Rocks group and our employee directory.
    It is enhancing our internal connections and relationship-building.
  • Of course it is well-known that IBM is working in Virtual Worlds now - engaging with our customers and partners there. In fact our engagement with Virtual Worlds could be argued to have started with a blog (eightbar)

    We run developer briefings in Second Life, presentations internally and externally in virtual worlds, and have an online business center.

    So blogs have taken us to other social media (audio and video) and on into what could be the next generation of the Internet.
  • Lack of education / guidelines can lead to accidental breaches - e.g. rumours

    Pay attention to other licensing models - GPL, terms of service, CC etc.

    Play nice with communities, don’t exploit them
  • A note of caution.
    All of this openness has a flipside.
    Sometimes we need to partition the domains. Clearly we can’t be completely free with all of our information.
    Having an internal sandpit is important. We have internal microblogging, internal “Facebook” (social profiles), etc. as well as internal blogs.
  • At IBM we started with some guidelines. It’s probably foolish to go without.
    They are linked with our general Business Conduct Guidelines.

    “In 1997, IBM recommended that its employees get out onto the Net – at a time when many companies were seeking to restrict their employees' Internet access. We continue to advocate IBMers' responsible involvement today in this new, rapidly growing space of relationship, learning and collaboration.”

    So IBM’s embrace of these technologies builds on a history of innovation.
    The message - don’t fear employees, competitors or the public - let them engage constructively

    Our blogging guidelines are widely recognised, used as a template, and have been used as a basis for other policies covering podcasting, virtual worlds and conduct in social media
  • At IBM we started with some guidelines. It’s probably foolish to go without.
    They are linked with our general Business Conduct Guidelines.

    “In 1997, IBM recommended that its employees get out onto the Net – at a time when many companies were seeking to restrict their employees' Internet access. We continue to advocate IBMers' responsible involvement today in this new, rapidly growing space of relationship, learning and collaboration.”

    So IBM’s embrace of these technologies builds on a history of innovation.
    The message - don’t fear employees, competitors or the public - let them engage constructively

    Our blogging guidelines are widely recognised, used as a template, and have been used as a basis for other policies covering podcasting, virtual worlds and conduct in social media
  • At IBM we started with some guidelines. It’s probably foolish to go without.
    They are linked with our general Business Conduct Guidelines.

    “In 1997, IBM recommended that its employees get out onto the Net – at a time when many companies were seeking to restrict their employees' Internet access. We continue to advocate IBMers' responsible involvement today in this new, rapidly growing space of relationship, learning and collaboration.”

    So IBM’s embrace of these technologies builds on a history of innovation.
    The message - don’t fear employees, competitors or the public - let them engage constructively

    Our blogging guidelines are widely recognised, used as a template, and have been used as a basis for other policies covering podcasting, virtual worlds and conduct in social media
  • Use social media as a means to expose IBM's experts - and expertise - to the world, to learn, engage, influence and lead
  • Thank you
  • Transcript

    • 1. Should social media be regulated? IBM’s approach to the social web Andy Piper http://andypiper.co.uk
    • 2. IBM has over 380,000 employees; over 50% are mobile http://flickr.com/photos/killermart/34566562/
    • 3. IBM has over 380,000 employees; over 50% are mobile http://flickr.com/photos/killermart/34566562/
    • 4. http://flickr.com/photos/derekb/19659998/
    • 5. Diversity: culture, technology, expertise, background, interests http://flickr.com/photos/derekb/19659998/
    • 6. cattail
    • 7. http://www.flickr.com/photos/beatnic/3468347540/
    • 8. http://flickr.com/photos/zhent/574472488/
    • 9. Spring 2005 http://flickr.com/photos/hans-on-experience/14188376/
    • 10. Spring 2005 May 2008 http://flickr.com/photos/hans-on-experience/14188376/
    • 11. Summary: • Follow the BCGs • Take personal responsibility • Include a disclaimer http://ibm.com/blogs/zz/en/ • Don’t cite clients guidelines.html • Don’t pick fights EU + FTC rules!
    • 12. Empower everyone Trust employees… they are the brand
    • 13. Empower everyone Trust employees… they are the brand “Use social media as a means to expose IBM's experts - and expertise - to the world” (Adam Christensen, IBM Social Media Communications)
    • 14. http://www.flickr.com/photos/mcvay728/2497387021/
    • 15. Connect http://twitter.com/andypiper http://andypiper.co.uk http://slideshare.net/andypiper We podcast YOUR tags! http://dogearnation.com

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