Emerging Social
Ecosystems at Sun
Sumaya Kazi (@sumaya)
Senior Social Media Manager

June 2009
About Sun Microsystems, Inc (JAVA)
• Develops technologies that power the global marketplace
  > Systems and Storage: SPAR...
What We See
Happening in the
    Market

                   3
Power of the Groundswell

“A social trend in which people use
technologies to get the things they
need from each other, ra...
Who is this kid?

 • DeAndre Cortez Way, aka
   Soulja Boy
 • At age 16 he uploads his
 •Crank That song/dance
 • Six mont...
Exponential Human Expression




                               6
Network: turning things upside-down
               • On the network, consumers:
                     –   create identity
 ...
New Models
New Communities


                  8
Sun's Community Galaxy




                         9
Sun's Community Galaxy




                         10
11
The Bloggers
Overview
•     5,426 Bloggers
•     4,437 Blogs
•     135,000+ Posts
•     150,000+ Comments
•     2.1M page
...
Wikification at Sun
  Overview
  •      71,000 Contributors
  •      23,000 Pages
  •      270,000 Revisions
  •      2,80...
Sun Forums
Overview
•   946K Contributors
•   355 Forums
•   920K Threads
•   4.1 M Messages
•   3.4M Page
    views/month...
15
16
17
Pronounced AWESOME
http://osum.sun.com
                      • 90,000+ members
                          > 2,500+ professo...
Sun Radio Network
http://www.blogtalkradio.com/stations/sunradio
Socially Speaking – focused on high-level interviews & co...
Sun on Facebook               Sun Fan Page
                              >10,460 fans (233%)
                             ...
Sun & Facebook Groups

      Nearly 200 Communities Created

         2,650 Sun and Non-Sun individuals have joined Facebo...
Sun & Twitter
                                                                 “I LOVE Java,
                             ...
Everything Is Measurable!

                            Facebook




                                Facebook
             ...
SOCIAL + YOU Training




• Training Program
    > Immersive offline and online
      program for Sun employees
    > Mont...
Tip #1 Trust Your Contributors




                            Balance
                            • Policy
              ...
Sun Guidelines on Public Discourse
http://www.sun.com/communities/guidelines.jsp

• Conversational tone
• Short
• Easy poi...
Tip #2 Enable Users to Build Their
Community
                • Consistently seed with + content
                • Engage p...
Tip #3 Guide & Nurture a Self-Sufficient Community



                                 •   Train
                         ...
#1 Challenges & Risks

Corporate analytics capturing community engagement
  conversions to revenue. How do we measure
  mo...
#2 Challenges & Risks
Old school behaviors resisting efficient use of new tools
> Group editing of email attachments inste...
#3 Challenges & Risks
Employees not being aware of or fully understanding defined
 guidelines & policy

> Sensible busines...
#4 Challenges & Risks
• Enabling organic community growth vs Creating
communities
• Being authentic vs Being contrived
• M...
Questions?

Thanks!

sumaya.kazi@sun.com
http://twitter.com/sumaya
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What's Sun Doing in Social Media

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Emerging social ecosystems -- social media spaces, user generated content spaces and virtual worlds -- are being used across Sun to drive business objectives for the company. From University Recruiting to Investor Relations to marketing organizations, a new generation of tools, disciplines and best practices are being developed to reach customers, prospects, partners and shareholders in entirely new ways. By expressing Sun's market conversations, brand story and revenue priorities in these new spaces, we're seeing entirely new engagement models and high impact/low cost models for driving the objectives of the business. This presentation will provide an overview of a sampling of the different programs under way.

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What's Sun Doing in Social Media

  1. 1. Emerging Social Ecosystems at Sun Sumaya Kazi (@sumaya) Senior Social Media Manager June 2009
  2. 2. About Sun Microsystems, Inc (JAVA) • Develops technologies that power the global marketplace > Systems and Storage: SPARC, x64 Servers, Servers+Storage > Software: MySQL, Solaris, Java > Services • Ranked #184 on the Fortune 500 • Fiscal Year 2009 Q2 Revenues: $3.220 billion • 30,000 employees worldwide • Conducts business in over 100 countries • http://www.sun.com 2
  3. 3. What We See Happening in the Market 3
  4. 4. Power of the Groundswell “A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.” Groundswell – winning in a world transformed by social technologies Charlene Li – Josh Bernoff Forrester Research 4
  5. 5. Who is this kid? • DeAndre Cortez Way, aka Soulja Boy • At age 16 he uploads his •Crank That song/dance • Six months later: #1 US hit • for seven weeks • The future is now • psble thx 2 Netwrk • Powered by Sun 5
  6. 6. Exponential Human Expression 6
  7. 7. Network: turning things upside-down • On the network, consumers: – create identity – express affinity – unleash creativity • It's all about me • Content is king • The syndication of everyman • Opportunity to radically grow brand awareness, preference, affinity by capitalizing on these trends 7
  8. 8. New Models New Communities 8
  9. 9. Sun's Community Galaxy 9
  10. 10. Sun's Community Galaxy 10
  11. 11. 11
  12. 12. The Bloggers Overview • 5,426 Bloggers • 4,437 Blogs • 135,000+ Posts • 150,000+ Comments • 2.1M page views/month • 846K unique visitors/mo Sun's CEO blog: Celebrating 5yrs of blogging http://blogs.sun.com/jonathan 12
  13. 13. Wikification at Sun Overview • 71,000 Contributors • 23,000 Pages • 270,000 Revisions • 2,800 Comments • 797K page views/month • 142K unique visitors/mo Content is collaboratively created by Sun Employees, Partners, Customers & Invited Guests 13
  14. 14. Sun Forums Overview • 946K Contributors • 355 Forums • 920K Threads • 4.1 M Messages • 3.4M Page views/month • 1.1M Unique visitors/ mo 14
  15. 15. 15
  16. 16. 16
  17. 17. 17
  18. 18. Pronounced AWESOME http://osum.sun.com • 90,000+ members > 2,500+ professors • 1,900+ student clubs • 1,500+ blog posts • 100's of events • 15,000 photos posted • 600+ videos shared 18
  19. 19. Sun Radio Network http://www.blogtalkradio.com/stations/sunradio Socially Speaking – focused on high-level interviews & conversations about Social Media. Shift Radio - latest in tech gadgets, video game and rich media industries. Sun News Radio - highlights the latest news and views from Sun. New Gen Tech - focused on Millennials, Tech, Jobs & Pop Culture. 66,000 listens since April 2008 19
  20. 20. Sun on Facebook Sun Fan Page >10,460 fans (233%) >Growing 2,000 monthly >Syndicate news >Promote events I Love Java Fan Page >20,400 fans (188%) >Growing 3,000 monthly >“Younger, hipper” >Photos, videos Duke – Java's Mascot >1,100+ friends >Photo tagging, poking, etc. Other Sun communities (e.g. MySQL, JavaOne, Sun StudentZone etc.) Over 20 Fan Pages Built 20
  21. 21. Sun & Facebook Groups Nearly 200 Communities Created 2,650 Sun and Non-Sun individuals have joined Facebook Fridays to get weekly newsletters on Social Media. Largest destination for Sun employees on Facebook. Serves as a launching pad for announcements and new communities. 30 issues published. 1,200 members have joined the Sun Developer Network group to gain access to a vibrant worldwide community of developers. Members get the latest news, photos, and videos. 1,000 members have joined Friends of the Sun Microsystems Foundation & Community Sun group to learn about Sun's Foundation and volunteer efforts. 700 members have joined Sun's OpenStorage Community Foundation group to learn about and discuss Sun's Storage technologies. Sun Proprietary/Confidential: Internal Use Only
  22. 22. Sun & Twitter “I LOVE Java, OpenOffice.org, and VirtualBox OSE, among other Sun products!” - @romanv • Sun Microsystems > Corporate identity > 5,240 followers (1600%) > 1,000 growth/mo > Publish breaking news, tweet business priorities, promote events, listen & engage • Automated Handles > IR, CEO Blog, News, Blogs > 4,500 followers • JavaOne Conference > 2,600 followers Sun Proprietary/Confidential: Internal Use Only > Live updates, conference comm.
  23. 23. Everything Is Measurable! Facebook Facebook YouTube Twitter Sun Proprietary/Confidential: Internal Use Only
  24. 24. SOCIAL + YOU Training • Training Program > Immersive offline and online program for Sun employees > Monthly Cadence > Kick-off event - Get Informed, Connected & Involved on Twitter - 150 employees in-person - 440 watching live - 300 radio listeners - 600 downloads of presos • Agenda - Social Media at Sun Update - Visiting Expert Shel Israel, - Interview style - Hands-on training - Measuring Impact Sun Proprietary/Confidential: Internal Use Only
  25. 25. Tip #1 Trust Your Contributors Balance • Policy • Risk Tolerance • Culture • Benefits • Trust 25
  26. 26. Sun Guidelines on Public Discourse http://www.sun.com/communities/guidelines.jsp • Conversational tone • Short • Easy pointers to granular policy • Scalable to cover most community sites • Comprehensively identifies do's & don'ts • Recently revised to cover − Anonymity − Avatar appearance − Community moderation 26
  27. 27. Tip #2 Enable Users to Build Their Community • Consistently seed with + content • Engage power users moderate • Promptly address inappropriate behavior • Consistently encourage efficient use • Provide user tools: instructional videos, 101 sessions for & by users, getting started content, FAQs • Community alias & wiki for self- support 27
  28. 28. Tip #3 Guide & Nurture a Self-Sufficient Community • Train • Police • Support • Evangelize • Grow 28
  29. 29. #1 Challenges & Risks Corporate analytics capturing community engagement conversions to revenue. How do we measure monetization?  $ 29
  30. 30. #2 Challenges & Risks Old school behaviors resisting efficient use of new tools > Group editing of email attachments instead of a wiki page > Fear of transparency > Long email threads instead of a forums discussion 30
  31. 31. #3 Challenges & Risks Employees not being aware of or fully understanding defined guidelines & policy > Sensible business conduct > Export law > Copyrights > Privacy violations > Trademarks 31
  32. 32. #4 Challenges & Risks • Enabling organic community growth vs Creating communities • Being authentic vs Being contrived • Mitigate these via − Transparency − Active engagement − Community moderation − Responsiveness to needs − Tool refinement 32
  33. 33. Questions? Thanks! sumaya.kazi@sun.com http://twitter.com/sumaya

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