Social Media at Sun Microsystems

Social Media is for Everyone
How to use the power of the network to gain opportunities and build relationships
Lou Ordorica and Linda Skrocki | .SUN June 2008

Social Media
People connecting using technology to get the things they need from each other, bypassing traditional institutions like corporations.
— Groundswell , Li and Bernoff

Social Media is for Everyone!
Read a blog
Share a photo
Bookmark a web page
Post a question
Add a comment
Write a review
Subscribe to a web site

Vision for Social Media
“ ...every single human being posting their thoughts and experiences in any number of ways to the Internet.”
— Fred Wilson, Musings of a VC in NYC
“ Social media is here to stay.” — Mary Smaragdis

Social Media is Good Business
Fostering ecosystems around the work you do
Forge work relationships and alliances
Connecting with customers
Buddying up to the competition
Generate new business
Organically form teams
Collaborate on projects

Hiring
Identify qualified candidates faster
References come to you
Work the network to recruit
Displace slow and cumbersome HR systems

Customer Service
Customers connecting with engineers
Accelerate problem solving
Customer testimonials
Real-time feedback loops

Product Development
Shorten development cycles
Attract new customers, collaborators
Improve communication
Improve quality — accuracy, timeliness, relevance

zappos.com: shoevangelism
CEO and 250 employees twitter
Zappos twitter page
Incentives to followers
Give-aways
Events
Contests

Amplifying Word of Mouth
6,830 follows
6,035 followers
Fanatical customer support
Customer testimonials
High-quality leads
Permission marketing

Communicating
Video is engaging and powerful
Create, edit, and share on the Web
Viral — embed on blogs and web sites
Live streaming
Events
Interviews

Getting Started Step 1: Protect Sun and yourself — read and follow the Sun Guidelines on Public Discourse

Profile Yourself Step 2: Think about the ways you participate. If you regularly ... your profile is: blog, podcast, tweet Creator write reviews, post replies Critic tag objects, use RSS Collector update your profile Joiner read blogs Spectator do none of the above Inactive

Think About Your Objectives Step 3: Find your comfort level for participating. Profile Example Goal Tools Creator amplify word of mouth blogs Critic product development wikis Collector market research RSS Joiner public relations social network Spectator canary in the coalmine brand monitoring Inactive getting started search

Social Media Tools at Sun Tool Description Notes blogs.sun.com publish your weblog Sun employees and interns only forums.sun.com technology discussions Customer facing and internal-only mediacast.sun.com rich media file sharing Uploads for Sun employees only wikis.sun.com collaborative publishing Employees, partners, customers, students egc.sun.com Channel Sun video community Uploads for Sun employees only planets.sun.com aggregate web feeds self-service RSS cetwo wiki / social network mashup Internal-use only

Social Media Tools Used by Sun Employees Tool Description Notes twitter SMS social network Mobile-device enabled. Sun feeds available. facebook Social network service Sun fan pages established. linkedin Business contacts and introductions Sun Microsystems and other corporate groups second life Virtual world Sun owns an island, regular events and training available del•icio•us Social bookmarking and many more!

Making Connections
Blogosphere search tools:
technorati.com
blogs.sun.com
Sun.com search tools:
Sun Search / Communities Tab
Social networking search tools
Tweetscan and Twubble
Step 1: Listen for relevant conversations.

Making Connections
Subscribe to blogs, social sites using RSS
RSS-aware web browser, e-mail client
Portals, desktop applications
Friend the people you like
Follow interesting people on social networking sites
Set up watches on forums and wikis
Step 2: Follow the conversation.

Making Connections
Post blog comments
Link to the authors and posts you admire
Add value to the conversation
Post forums responses
Post comments on wiki pages
Update your social networking service profile page
Write a blog, create a video or podcast, join a user group, tweet!
Step 3: Join the conversation.

Your Digital Footprint
Try googling yourself to see how the world views you
Remember that links to and from blogs, social networking services and other sites influence search results
The sum of your online interactions is your digital footprint
Prospective employers, professional organizations, and others use your digital footprint like a resume
Not happy with the results? Re-evaluate your participation habits and make adjustments.

Making Social Media Part of Your Work Life RSS desktop apps widgets mobile

Contacting Us
Linda Skrocki
[email_address]
blogs.sun.com/lskrocki
twitter.com/lskrocki
Lou Ordorica
[email_address]
blogs.sun.com/socialfx
twitter.com/louordorica

http://www.web-strategist.com	8150
http://www.klososky.com	1520
http://www.socialmediamarketing.jp	871
http://webleon.org	158
http://nittygrittyblog.tumblr.com	141
https://labs.atlassian.com	109
http://blogs.itmedia.co.jp	98
http://socialnetwork.mmdays.com	81
http://www.vue-royale.nl	70
http://www.slideshare.net	36
http://translate.googleusercontent.com	36
http://www.scoop.it	26
http://www.johnmperez.com	26
http://strikeachord.wordpress.com	20
http://blogs.sun.com	20
http://web-strategist.com	20
http://socialmediacaffe.blogspot.com	11
http://www.webleon.org	9
http://web2web3.blogspot.com	9
http://labs.atlassian.com	7
http://www.vueroyale.nl	6
http://community.re1001.com	5
http://www.zhuaxia.com	5
http://www.tumblr.com	5
http://audiomasvisual.blogspot.com	5
http://imtheschmidt.com	4
http://column.iresearch.cn	4
http://creativefusionmedia.wordpress.com	4
http://www.creativefacts.nl	4
http://fanyi.youdao.com	4
http://panicmarketing.com	4
http://www.escoex-publicidad.blogspot.com	4
http://social-networking-business.blogspot.com	4
http://blogs.oracle.com	3
http://re.xianguo.com	3
http://stephanieu.posterous.com	2
http://www.re6.nl	2
http://co-blabla.blogspot.com	2
http://customerservice20.blogspot.com	2
http://zhuaxia.com	2
http://twitter-for-business.blogspot.com	2
http://sitscape.com	2
https://blogs.oracle.com	2
http://www.sitscape.com	2
http://idea.lenovo	2
http://www.twitter-for-business.blogspot.com	1
http://74.125.47.132	1
http://iframes.transcontinentalmedia.com	1
https://rauljokes.net	1
http://www.linkedin.com	1
http://webcache.googleusercontent.com	1

Social Media at Sun Microsystems

by Lou Ordorica

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