Social Networking Fisher Redfern


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Social Networking Fisher Redfern

  1. 1. Social Networking: Improving Effectiveness and Demonstrating Strategic Value Lori Fisher, IBM Corporation Jenny Redfern, Sun Microsystems Panel: Managing People, Projects and Business 1 Fisher & Redfern: Social Networking
  2. 2. Introductions Lori Fisher is Director of User Technology at IBM in San Jose with worldwide responsibility for information development and design for her division. She teaches courses in the certificate program at University of California Extension. She has chaired the STC Quality SIG, held multiple elected positions on the local STC chapter Administrative Council, and served a two-year term as Secretary of STC on the international STC Board of Directors. She is a Fellow of STC in the Silicon Valley Chapter. Her organization was one of the first in IBM to create a social networking site for customers to share examples. Jenny Redfern is a senior STC member (Silicon Valley Chapter) and Senior Manager of Technical Publication Services for the Systems group at Sun Microsystems, Inc. Her previous presentations to STC have discussed visual communication, multimedia documentation for hardware procedures, and the structure of tech pubs organizations. In 2008, Jenny participated in a People-to- People/STC delegation to China,investigating the state of technical communication in China. Sun uses blogs and wikis extensively to communicate with internal and external communities. 2 Fisher & Redfern: Social Networking
  3. 3. Lori Fisher  Lori on Twitter:  Lori on Facebook: php?id=736522162   You can also find me on Linkedin  I have an Avatar on Second Life  For IBMers: You can connect to Lori on Beehive and Fringe 3 Fisher & Redfern: Social Networking
  4. 4. Lori's Organization at IBM  “User Technology” = multidisciplinary organization of information developers, user interface designers/usability experts, visual designers, and globalization professionals  Centralized for the information management division − Hundreds database and content management products for commercial customers  250 employees world-wide − US: San Jose, Costa Mesa, Boston, Las Vegas, Austin, Princeton, Boca Raton − Canada: Toronto and Ottawa − Europe and Middle East: Germany, U.K., Israel − Asia: China, India  Mission is to design and develop all parts of the software product that users can see: interfaces Fisher & Redfern: Social Networking 4 and information
  5. 5. Jenny R. Redfern  Jenny on LinkedIn; YIM – jredfern2  Why so few “social networking” choices? − Time – too little of it! − Distractions – see Time.  Sun supports and encourages contributions to community sites − Technical chatter on Facebook, product demos on YouTube, microblogging on Twitter 5 Fisher & Redfern: Social Networking
  6. 6. Jenny's Organization at Sun  Technical Publication Services: multidisciplinary organization of editors, media designers, authoring environment specialists, web and print production specialists.  Embedded with one of the technical communication teams in Sun's Systems (hardware) group (~55 people world-wide) − Collaborating with technical publication and instructional design teams in Sun's Software and Learning Services group (~115 people world-wide).  Mission: Develop, deliver, and support processes and tools that enable delivery of product information to partners and commercial customers. 6 Fisher & Redfern: Social Networking
  7. 7. Overview  The business context:  Businesses are rapidly recognizing the strategic value of integrating social networking into their public presence as well as their internal infrastructure − Internally: Become more efficient and productive − Externally:  Market and sell  Provide support  Gain mind share...  Technical communication leaders can leverage community technologies to demonstrate alignment with overall company goals. − Acknowledge the trend − Show we are tapped in  TC Managers, team leaders and project managers can use Web 2.0 and social networking technologies to help their companies: − Improve the effectiveness of their internal processes. − Enrich their customers' experience with products and services. 7 Fisher & Redfern: Social Networking
  8. 8. Agenda  Examples of improving internal efficiency and increasing the effectiveness of communication and collaboration using wikis and other Web 2.0 tools.  Examples of how these same technologies can be applied to external customer deliverables to improve customer satisfaction by improving the accuracy and completeness of product documentation.  Best practices.  Lessons learned. 8 Fisher & Redfern: Social Networking
  9. 9. Improving Process Efficiency and Communication  Internal wikis to track projects with matrixed teams  Wiki comment tools replacing meetings and doc reviews  Internal and external wikis and blogs to enable collaboration across groups …and with customers 9 Fisher & Redfern: Social Networking
  10. 10. Why use wikis to develop docs?  Marketing: Open source products should have open source docs. Go beyond monolithic docs.  Engineering: More efficient doc review process.  Support: Repository for learning from customer experiences.  Tech pubs: (responding to pressure to do more with less) − >1 writer can work on the same doc in real time so more content is created in less time − Ad hoc, immediate sharing − Lightweight tools and tagging − Lightweight production 10 Fisher & Redfern: Social Networking
  11. 11. Wikis for a Matrixed Project Team Simple structure with links to other wiki spaces for project and content development 11 Fisher & Redfern: Social Networking
  12. 12. Template for a simple review wiki Moves discussion out of email and into a common space Allows writer to leverage existing content and format 12 Fisher & Redfern: Social Networking
  13. 13. Wikis.sun tools replace reviews Controlled access Link to doc proj wiki 13 Fisher & Redfern: Social Networking
  14. 14. Wikis.sun staging for docs 14 Fisher & Redfern: Social Networking
  15. 15. Evolving the doc wiki interface Add a wiki framework around existing docs 15 Fisher & Redfern: Social Networking
  16. 16. Evolving to task-oriented UI Underlying big task: Building an information architecture to manage content Comments window for user input 16 Fisher & Redfern: Social Networking
  17. 17. Feedback after one month  Product managers and marketing like the format!  Marketing wants to merge the marketing and docs wikis to build commnity.  Engineers prefer wiki tools to email and PDF for doc reviews.  Customer community wants wiki space to “park their content”. 17 Fisher & Redfern: Social Networking
  18. 18. Collaborating with Customers  Add informal tone to corporate messaging  Encourage experts to expand community knowledge  Engage critics as well as supporters  Encourage “blue sky” exchanges  Encourage community problem-solving 18 Fisher & Redfern: Social Networking
  19. 19. External Blogs for Strategy Gauge community Reach internationally Open corporate messages response Encourage experts Engage critics Encourage exchange and problem-solving 19 Fisher & Redfern: Social Networking
  20. 20. Sun: Open face to the world 20 Fisher & Redfern: Social Networking
  21. 21. IBM’s Community Blogs and Wikis  Blogs by CTOs and Fellows − An example from my division:  developerWorks “Community” pages (notice the “Community” section on the right)  developerWorks “spaces” : (notice the Blogs Section)  IBM accounts on Twitter and Facebook − VP of Marketing, IBM Software Group: − Our products:  IBM Island in Second Life for virtual meetings and presentations  IBM’s “Idea Jams” with customers and employees. For example, 2008 “InnovationJam” ( − Since 2001, IBM has used jams to involve its more than 300,000 employees around the world in far- reaching exploration and problem-solving. ValuesJam in 2003 gave IBM's workforce the opportunity to redefine the core IBM values for the first time in nearly 100 years. During IBM's 2006 Innovation JamTM - the largest IBM online brainstorming session ever held - IBM brought together more than 150,000 people from 104 countries and 67 companies. As a result, 10 new IBM businesses were launched with seed investment totaling $100 million. ( 21 Fisher & Redfern: Social Networking
  22. 22. Agenda  Examples of improving internal efficiency and increasing the effectiveness of communication using wikis and other Web 2.0 tools.  Examples of how these same technologies can be applied to external customer deliverables to improve customer satisfaction by improving the accuracy and completeness of product documentation.  Best practices.  Lessons learned. 22 Fisher & Redfern: Social Networking
  23. 23. Improving External Customer Deliverables  Wikis for exchange of code samples  Customer review and comment tool for beta documentation  Other examples of using social networking to improve external deliverables 23 Fisher & Redfern: Social Networking
  24. 24. Wikis for Examples and Samples  We all know customers love examples and code samples. We can never give them enough. But how do you develop real-life code examples that cover enough scenarios to please all your customers? − Answer: let the customers provide them!  A wiki is a perfect solution for this kind of exchange with customers. − The “Examples Trading Post” became”developerworks Exchange” 24 Fisher & Redfern: Social Networking
  25. 25. Live Examples Exchanges You can see the code exchanges hosted by my division here:   Links to all the IBM exchanges are here: 25 Fisher & Redfern: Social Networking
  26. 26. IBM's Approach for Exchanges  Hosted on existing social networking site on called developerWorks ( − Added a new tab under the Community section labeled "Exchange" Welcome to the developerWorks Exchange -- a place for developers to share their code and ideas with others. Download code samples or share your creations with others.The developerWorks Exchange is your place to download free code, documents, and utilities,and post your own samples. We will continue to add more product and technology areas as this site grows.  Worked through corporate lawyers to negotiate what level of review, test, and virus-test we would support  Got agreement on wording for customer agreement before posting, including IBM right to re-publish (license agreement) − See   Added rating system so users can rate each other's submissions 26 Fisher & Redfern: Social Networking
  27. 27. developerWorks Exchange 27 Fisher & Redfern: Social Networking
  28. 28. Exchanges: Results  Began with 2 "Exchanges" in 2007; now hosting 11 across my group, with more to come in 2009  Over 129 samples now posted for products in my division  Multiple divisions now represented across IBM (Lotus, Rational, Tivoli, etc) 28 Fisher & Redfern: Social Networking
  29. 29. Customer Review and Comment Tool  Collaborative environment for sharing knowledge and expertise about IBM products and solutions by building upon the most trusted source of IBM product information: our Information Centers.  Web 2.0 capabilities supporting content collaboration with external customers:  Commenting  Discussion  Rating  Reviewers can see each others comments  Authors can respond to comments & Redfern: Social Networking 29 Fisher
  30. 30. 30 Fisher & Redfern: Social Networking
  31. 31. Sun: Customer comments on doc wikis 31 Fisher & Redfern: Social Networking
  32. 32. Other Externalized Social Networking in IBM Information Deliverables  RSS capabilities in our Information Centers on − Information centers act as RSS clients pulling in RSS feeds from developerWorks, IBM Redbooks, support sites, and more. − RSS feeds from Information Centers that notify users of upgrades. See an example here:  − RSS feeds from information centers into product UIs  DB2 LUW Best Practices wiki for customer input:   Tutorial included in a product wiki (IBM Mashup Center):   Messages and Troubleshooting wiki on developerWorks:   Links from Roadmaps and Information Centers to product and community wikis Here's an example of a roadmap with links to community resources:   Humorous YouTube video from one of our product managers on installing DB2 without touching the keyboard or mouse: 32 Fisher & Redfern: Social Networking
  33. 33. ...and More Examples Across IBM  Lotus Information Development wikis landing page:  -- and also on developerWorks:   Lotus Information Development YouTube video channel:   Lotus Information Development team blog:  33 Fisher & Redfern: Social Networking
  34. 34. Sun: Examples of Community Sharing  SDN – − >  Hosting open source projects and code − Links to many communities for coders plus − Sun on Facebook, Second Life  Sun Learning eXchange – multimedia training, open to contributions −  Bigadmin – all things sys admin −  Blogs for announcements and comment  Wikis for collaborative problem solving − Social Networking 34 Fisher & Redfern:
  35. 35. Agenda  Examples of improving internal efficiency and increasing the effectiveness of communication using wikis and other Web 2.0 tools.  Examples of how these same technologies can be applied to external customer deliverables to improve customer satisfaction by improving the accuracy and completeness of product documentation.  Best practices.  Lessons learned. 35 Fisher & Redfern: Social Networking
  36. 36. Best Practices  Match delivery media to customer requirements  Clearly differentiate community contributions to product documentation from content that has a company warranty  Provide links and navigation between “legacy” online docs and Web 2.0 content  Consider service and support implications of publishing in social contexts  Once you solicit discussion and exchange, be prepared to monitor and respond  Develop clear agreements for use, including guidelines for commenting, permission to republish, etc.  Provide a print solution for your online mechanisms 36 Fisher & Redfern: Social Networking
  37. 37. Lessons Learned: Internal Tools For internal productivity or communication tools:  Engage your users in the transition to a new set of tools  Start with the simple default on offer, and add bells and whistles as the need evolves  Anticipate some withdrawal symptoms 37 Fisher & Redfern: Social Networking
  38. 38. Lessons Learned: What is your wiki authoring experience like? 41 Sun writers in SLS groups were surveyed about using wikis for internal content development  Reasons for using wiki  Wiki engine (or alternative tools) used  Nature of contributions  Content validation  Reviews and editing  Efficiencies gained  Advantages  Disadvantages  Suggested enhancements 38 Fisher & Redfern: Social Networking
  39. 39. Lessons Learned: wiki authoring experience – positive factors  Opportunity to better integrate info dev and instructional design  New opportunity to build relationships with customers  “Writers can take back content development and become shepherds of the information domain.”  Lowers the barrier to community collaboration  Lowers the barrier to content entry and immediate results 39 Fisher & Redfern: Social Networking
  40. 40. Lessons Learned: wiki authoring experience – room for improvement  Ease of wiki authoring scales with mature tools − Migrating content from legacy formats to wiki format − Version control − TOC, glossary, indexing  Creating and managing links is difficult − Within the wiki − With other info sources  Architecting content for PDF/printable output 40 Fisher & Redfern: Social Networking
  41. 41. Lessons Learned: External Applications  Plan a market strategy to generate traffic to your new sites and mechanisms. − Link from well-used, well-populated services to your new community tools. − Aim for an intuitive approach.  Start the legal process early. − Think through liability for your company, how to differentiate community contributions from warranty information, testing for viruses, agreements for reuse, etc  Social networking is not free! − To be successful, you must dedicate resource to monitoring and responding to wikis& Redfern: Social Networking 41 Fisher and blogs.
  42. 42. Discussion  What social networking mechanisms have you applied to date with your teams? What worked and didn’t work?  How much awareness and focus is there in your company on including social networking as part of the products and services of your company?  How much use is being made in your company today of social networking as an internal organizational tool? 42 Fisher & Redfern: Social Networking
  43. 43. Links@Sun  – for interactive community  – for product documentation  – online product docs in XML/HTML/PDF  - source for all Sun things for sys admins – articles, wikis, blogs, comments  – Sun Developer Network – forums, wikis, blogs 43 Fisher & Redfern: Social Networking
  44. 44. Links@IBM  developerWorks:  wikis on developerWorks:  IBM Idea Jams:  Landing page for IBM Information Centers:  Landing page for IBM Information Roadmaps:  Landing page for Examples Exchanges: http:// 44 Fisher & Redfern: Social Networking