Corporate Microblogging A Case Study in Enterprise Social Networking Joel A. Kline, Lebanon Valley College KonstanzeBrown, Dell Computer, Inc.
Overview Microblogs Enterprise Microblogs Yammer product Trends (Enterprise) Quantitative Qualitative Best Practices Contact Information
Microblogs Form of a blog – one to many distribution Differ from conventional blogs in format, content, and delivery Arranged as feeds 140 character limitation for posts Distribution is typically to a list that you control or monitor Real-time status Businesses use social microblogsprimarily for branding, PR, advertising, and consumer engagement.
Enterprise Microblogs Enterprise microblogs are internal to the organization More secure than social microblogs No character limit Distribution is typically to a list that you control or monitor Real-time status Yammer, Socialcast, Chatter, and Present.ly File, image, bookmarking, and community features Combine the confidentiality of a one-to-one platform (e.g. email) with the collaborative tools of a one-to-many system .
“Marc Benioff, the chief executive of Salesforce.com, predicts that demand for corporate social-networking services will take off as managers realise that they now know more about strangers on Twitter and Facebook than they do about the people in their own organisation. Some analysts agree with him…” The Economist, January 28th, 2010
Yammer: User Choices (My Feed) Trend 1: DM is better than email Trend 2: You can find your stuff Trend 3: Import RSS (int. or ext.)
Yammer: Menu Choices (Global) Trend 5: Create Groups for people/projects/activities Trend 4: Identify and find experts Trend 6: Store Content
Qualitative Trends Yammer became a completely employee driven system Search feature: goes beyond traditional email search Custom interface choices: browser, desktop app, Blackberry, iPhone Community – go outside the organization Evolving usage models: group building, crowdsourcing, employees who love photography, knowledge brokerage system, events Employees created the culture and structure of the platform and management entered the conversation using this ethos
Sample Feeds PaulAtDell Seriously loving our internal Dell Yammer now that it is reaching critical mass & @MichaelDell is using it. Pure awesome. 02:40 PM - Mar 26 Finally, I under played the importance of the partner side of the announcement, but then what do you expect, I’m a product guy. Dells own Barton George, who was live blogging, tweeting, and on the Dell Yammer group live from the event, posted the following as part of his blog entry on the event. From a San Fran event for systems engineering…
Best Practices Think about Yammer in terms of permissions, just like you would MOSS or other enterprise apps Examine the security of your email address list prior to a wide scale Yammer implementation Constantly sync your email list and the member list in the platform (no automatic deletion) Wall off specific tasks, activities, and people using the Groups function Extend current policies regarding electronic channels such as access, confidentiality, IP, and usage protocols to your microblog Technology which is employee driven needs a few evangelists Determine how your employee-driven platform will integrate or interface with corporate or executive driven platforms
Questions? Contact Information Konstanze Brown Dell Computer, Inc. 512.723.8293 Konnie_Brown@Dell.com Joel Kline Lebanon Valley College 717.867.6108 email@example.com www.cultofsharing.com