Ethan McCarty Manager, IBM Workforce Enablement & Alumni Relations Intranet Editor in Chief Editorial intranet content or ...
IBM intranet: 1996-2010
The rise of the user-generated intranet
 
Super-provocative thesis <ul><li>The  way  you run/govern your editorial team has a direct impact on the  kind  of content...
Our old content management mode <ul><li>Very limited number of publishers </li></ul><ul><li>Most editors located near CHQ ...
 
 
Some community management principles <ul><li>Believe in the power of openness and inclusiveness </li></ul><ul><li>Offer va...
Community management tactics <ul><li>Wiki  instead of team room  </li></ul><ul><li>Weekly calls  instead of monthly/quarte...
Our community,  our home <ul><li>Project management </li></ul><ul><li>Co-authoring </li></ul><ul><li>Knowledge sharing </l...
Weekly call <ul><li>Initially monthly then quarterly at dual times …now weekly with podcast </li></ul><ul><li>30 mins – di...
From enforcement to service <ul><li>You don’t want to be the warden in the  intranet jail .  Not only does that system sca...
Conversation rather than spamification We send out very, very few mass emails All mass emails link back to our blog, our w...
We value the social component to our community <ul><li>Weekly team-day in person, all are welcome if they happen to be in ...
IBM intranet editorial community <ul><li>Nearly 2000 contributors </li></ul><ul><li>Weekly meeting attendance varies betwe...
<ul><li>Concise news writing </li></ul><ul><li>Scannable layout </li></ul><ul><li>Non-executive Experts identified </li></...
Mindblowers <ul><li>Exciting tone designed to reach global audience </li></ul><ul><li>Draws ideas from internal IBM Mindbl...
<ul><li>Nearly 250 comments in 72 hours </li></ul><ul><li>Would be about 30 feet long if printed out </li></ul><ul><li>IBM...
Smarter cities <ul><li>Supports live events </li></ul><ul><li>Integrates feed reader populated by associated hashtags from...
This is where I work <ul><li>Focus on team or individual doing work that is representative of Smarter Planet agenda </li><...
A few conclusions <ul><li>Our intranet contributors are always looking for and trying  new ways to build in user generated...
 
2008 IBM Social Media Guidelines <ul><li>In the spring of 2005, IBMers used a wiki to create a set of guidelines for all I...
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Intranet editorial or social? Both.

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This is a presentation I gave the J. Boye intranet conference in spring of 2010 http://www.jboye.com/conferences/philadelphia10/

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Intranet editorial or social? Both.

  1. 1. Ethan McCarty Manager, IBM Workforce Enablement & Alumni Relations Intranet Editor in Chief Editorial intranet content or social media? Both.
  2. 2. IBM intranet: 1996-2010
  3. 3. The rise of the user-generated intranet
  4. 5. Super-provocative thesis <ul><li>The way you run/govern your editorial team has a direct impact on the kind of content you will have on your intranet. </li></ul><ul><li>And that will determine its impact, usefulness to the business and longevity. </li></ul>
  5. 6. Our old content management mode <ul><li>Very limited number of publishers </li></ul><ul><li>Most editors located near CHQ in New York </li></ul><ul><li>All spoke and published in English </li></ul><ul><li>Emphasis was on consistency and security </li></ul><ul><li>Fragmented set of tools </li></ul>
  6. 9. Some community management principles <ul><li>Believe in the power of openness and inclusiveness </li></ul><ul><li>Offer value rather than reproach </li></ul><ul><li>Participation counts, not attendance </li></ul><ul><li>Solicit group input and then make significant decision based on it </li></ul><ul><li>Everything needs to link to everything </li></ul><ul><li>Entertainment value can lead to business value </li></ul>
  7. 10. Community management tactics <ul><li>Wiki instead of team room </li></ul><ul><li>Weekly calls instead of monthly/quarterly calls (shift from broadcast to participatory). And participation counts rather than attendance (podcast, Five Minute Master classes) </li></ul><ul><li>Service instead of enforcement (classes and office hours, Top Quality Content program) </li></ul><ul><li>Conversation rather than broadcast (blog and SameTime meeting) </li></ul><ul><li>Fun rather than fear (service anniversaries, ECM Goddess, book reviews, change in tone of notes) </li></ul>
  8. 11. Our community, our home <ul><li>Project management </li></ul><ul><li>Co-authoring </li></ul><ul><li>Knowledge sharing </li></ul>
  9. 12. Weekly call <ul><li>Initially monthly then quarterly at dual times …now weekly with podcast </li></ul><ul><li>30 mins – disciplined. </li></ul><ul><li>Recorded and podcasted, linked from the blog with notes for discussion </li></ul><ul><li>Five Minute Masters class </li></ul><ul><li>Open discussion forum </li></ul>
  10. 13. From enforcement to service <ul><li>You don’t want to be the warden in the intranet jail . Not only does that system scale poorly, it’s a rather unattractive metaphor for your life. </li></ul><ul><li>Top quality program – shared guidelines for what makes great content, shared responsibility for raising the bar </li></ul><ul><li>Classes run each week on various topics – from headline-writing to page layout </li></ul><ul><li>Discussion forum monitored on our Lotus Connections Community inviting people from the outer reaches of the community to ask for help </li></ul><ul><li>Publishing guidelines clearly posted on team wiki and editable by the community as needed (along with sample code, images, other resources…) </li></ul>
  11. 14. Conversation rather than spamification We send out very, very few mass emails All mass emails link back to our blog, our wiki and our podcast Anything we discuss on the call we note on the blog
  12. 15. We value the social component to our community <ul><li>Weekly team-day in person, all are welcome if they happen to be in the area </li></ul><ul><li>Celebrate service anniversaries and birthdays </li></ul><ul><li>Recognize great work on the call and in the blog </li></ul><ul><li>All of our (infrequent) mass emails include fun book recommendations and are written in a light tone </li></ul><ul><li>Encourage social chat in the team call text chat </li></ul><ul><li>Some of our tutorial content has entertainment value – “ECM Goddess” video series, funny blog posts </li></ul>
  13. 16. IBM intranet editorial community <ul><li>Nearly 2000 contributors </li></ul><ul><li>Weekly meeting attendance varies between 65 – 110 </li></ul><ul><li>Very active community forum </li></ul><ul><li>Very active participant-generated help section of the wiki </li></ul><ul><li>High participation in crowdsource efforts (like content management cleanup, ranking of technical requirements, editorial calendar enhancements etc) </li></ul>
  14. 17. <ul><li>Concise news writing </li></ul><ul><li>Scannable layout </li></ul><ul><li>Non-executive Experts identified </li></ul><ul><li>Embedded multimedia (use of YouTube) and captioned version </li></ul><ul><li>Tagging widget </li></ul><ul><li>Rating widget </li></ul><ul><li>Comments…lots of comments </li></ul>
  15. 18. Mindblowers <ul><li>Exciting tone designed to reach global audience </li></ul><ul><li>Draws ideas from internal IBM Mindblowers community – nearly 200 members </li></ul><ul><li>Sneak previews offered to community </li></ul><ul><li>Great discussion on article page </li></ul><ul><li>Written, filmed and edited for $0.00 program dollars </li></ul>
  16. 19. <ul><li>Nearly 250 comments in 72 hours </li></ul><ul><li>Would be about 30 feet long if printed out </li></ul><ul><li>IBMers have a lot to say! </li></ul>
  17. 20. Smarter cities <ul><li>Supports live events </li></ul><ul><li>Integrates feed reader populated by associated hashtags from twitter + live blogging from participants </li></ul><ul><li>The story is the user comments and live feed from attendees including images on Flickr </li></ul><ul><li>Several intranet editors attend and tweet from the event </li></ul>
  18. 21. This is where I work <ul><li>Focus on team or individual doing work that is representative of Smarter Planet agenda </li></ul><ul><li>Intranet editor helps them find their voice, package content </li></ul><ul><li>Interesting working location is the ‘hook’ </li></ul><ul><li>Incredible response in comments/rating (e.g. nearly 100 comments) </li></ul>
  19. 22. A few conclusions <ul><li>Our intranet contributors are always looking for and trying new ways to build in user generated content. But it’s no wonder…because it’s becoming the way they work. </li></ul><ul><li>Attendance and participation on our team calls and web tools has been incredible, but it’s no surprise because we make the content valuable and fun. </li></ul><ul><li>There’s been a tangible change in the relationship between the CHQ team and the global editors. Simply quantified, we get a heck of a lot more emails thanking us for what we do…and the same goes for our community-driven editorial content. </li></ul><ul><li>We have been able to improve satisfaction with intranet news (employee feedback TWE survey) and readership of socially-driven content seems to outpace traditional content (more repeat visits.) </li></ul>
  20. 24. 2008 IBM Social Media Guidelines <ul><li>In the spring of 2005, IBMers used a wiki to create a set of guidelines for all IBMers who wanted to blog. These guidelines aimed to provide helpful, practical advice – and also to protect both IBM bloggers and IBM itself, as the company sought to embrace the blogosphere. The guidelines were endorsed by IBM, posted internally and then shared publicly by our bloggers. Since then, IBMers by the tens of thousands have relied on these guidelines when blogging, as well as when engaging in many other forms of online publishing, discussion and interaction. </li></ul><ul><li>Now, three years have passed, and many new forms of social media have emerged. So this spring we turned to IBMers again, to re-examine our guidelines and determine what, if anything, needed to be modified. The result has been one new guideline, regarding online social networks, and a broadening of the existing guidelines’ scope to include other forms of “Web 2.0” social media. </li></ul><ul><li>Know and follow IBM’s Business Conduct Guidelines. </li></ul><ul><li>2. Blogs, wikis and other forms of online discourse are individual interactions, not corporate communications. IBMers are personally responsible for their post. Be mindful that what you publish will be public for a long time – protect your privacy. </li></ul><ul><li>Identify yourself – name and, when relevant, role at IBM – when you discuss IBM or IBM-related matters. And write in the first person. You must make it clear that you are speaking for yourself and not on behalf of IBM. </li></ul><ul><li>If you publish a blog or post to any website outside of IBM and it has something to do with work you do or subjects associated with IBM, use a disclaimer such as this: “The postings on this site are my own and don’t necessarily represent IBM’s positions, strategies or opinions.” </li></ul><ul><li>Respect copyright, fair use and financial disclosure laws. </li></ul><ul><li>Don’t provide IBM’s or another’s confidential or other proprietary information. Ask permission to publish or report on conversations that are meant to be private or internal to IBM. </li></ul>Community-updated blogging guidelines to be inclusive of all forms of social computing: blogs, social networks, wikis, virtual worlds, etc.

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