Micro Blogging In The Enterprise Final


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Microblogging is synonymous with twitter, or at least it seems that way.  In reality Facebook and many other social networking environments have adopted this communication paradigm extremely successfully.

The question really is how does this play in the enterprise space? Ian McNairn will discuss how IBM has adapted to this social computing phenomenon and exploits it internally extensively.

He will look at some of the reasons behind the exponential growth in activity as well as the tools and clients being used both within and outside IBM. 

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  • The emergence of the globally integrated enterprise has created a new workforce dynamic:  the virtual workplace. As people become less and less likely to work at a single place and time, physical proximity is no longer the dominant organizational metaphor. The paradox is that, even as people become physically separated, the need for collaboration continues to grow -- to increase responsiveness, productivity, and innovation. The number of virtual workers has increased by 800% over the past five years. 1 Between 60% and 70% of employees work in different locations from their bosses. 1 The new generation or employees entering the workforce are familiar with different tools and processes. Knowledge workers can now assemble their own individualized applications. 90% of employees work in locations other than headquarters Pace of innovation has accelerated: Barriers of geography and access have come down Shorter cycle time from invention to market saturation
  • .
  • e.g. Hudson river plane crash, Mexico earthquakes, Michael Jackson's death. It's establishing itself as the main source of live update information - e.g. safety and travel info during the Mumbai terror attacks in Nov 2008; spread and prevention of Swine Flu. Dramatic scenes from Thursday's emergency landing of a US Airways flight into the Hudson River were first seen on social networking site Twitter .  User Janis Krums was aboard a ferry used to rescue stranded passengers, and uploaded the news-breaking photo to TwitPic from his iPhone during the rescue.  His caption read 'There's a plane in the Hudson.  I'm on the ferry going to pick up the people.  Crazy.' The flight took off from LaGuardia airport at 3.26PM , and was already in trouble less than a minute later.  Krums' photo appeared on TwitPic just 10 minutes after take off, at 3.36PM.  Traditional media outlet the New York Times was 'a bit slow to get news' of the incident onto its web site, running it as a breaking news item at 3.48PM but not covering it as a front page story until 4.00PM.  Krums himself was interviewed by MSBNC 30 minutes after posting the image, but it was definitely Twitter that broke the story first. Trending , it is increasingly being used as a way of monitoring and reporting on trends. Top trends are shown on the right hand side of every Twitter user's stream, and tracked by other tools .
  • Stats on Twitter usage Nielsen stats from Feb 2009 at http://www.twistimage.com/blog/archives/the-rapid-growthof-twitter-with-the-stats-to-prove-it/ include the following: 1,382% year-over-year growth. **Total unique visitors grew from 475,000 in Feb 2008 to seven million in Feb 2009. **Twitter is not just for kids: In February 2009, adults ages 35-49 had the largest representation on Twitter - almost 3 million unique visitors from this age group (almost 42% of the entire audience). **62% of the audience access Twitter from work only, while only 35% access it only from home. This could suggest a trend towards professional use. also... Twitter is becoming an important source of Internet traffic for many sites, and the amount of traffic it sends to other websites has increased 30-fold over the last 12 months. (http://weblogs.hitwise.com/robin-goad/2009/01/twitter_traffic_up_10fold.html )  
  • This slide reminds us that social networking is widely used by younger employees, with a significant usage drop off with employees in their early 40s. This is the paradox faced by all enterprises – how to network the loyal, very high value experienced employees who are starting to retire. Sources: IBM population segmentation - Flor Estevez, Corporate Communications (March 2008) Social Network adoption estimate was calculated by projecting Pew Internet & American Life Project survey data (2006, 2007 and 2008) against IBM segment mix (using assumed age estimates). Relative participation was verified against other usage surveys of IT professionals. Social network activity includes sites ranging from Facebook, YouTube, LinkedIn, Orkut, Flickr, Xing, Ning and MySpace.
  • … are significant to the Individual as well as the Organization
  • BlueTwit emerged as a community project to address the need to interconnect globally dispersed IBMers. the tools that were developed as a community, all on IBMers free time. https://bluetwit.hursley.ibm.com/BlueTwit2/Tools.jsp Because of the success of micro-blogging both internally at IBM and externally, IBM decided to add these capabilties to its strategic collaboration platform: Lotus Connections. Today, we have micro-blogging in Lotus Connections and the community is slowly moving off BlueTwit and into Lotus Connections. Why the move? Well, Lotus Connections is an integrated suite of collaboration, blogs, wikis, files, communities, micro-blogging, etc. Therefore, people gravitate to integrated tools, and move away from one-offs. Back to Twitter, one of the things that we did (Luis Benitz) was to take Bluto (http://jwfeinst.bluehost.ibm.com/?page_id=32) and add support for Lotus Connections. Bluto is an Adobe Air-based client and as such, works in Mac, Linux, and Windows. Originally, it was meant to serve as a microblogging client for BlueTwit and Twitter. it's now a micro-blogging client for Twitter, BlueTwit **and** Lotus Connections.. an all-in-one solution. http://www.lbenitez.com/2009/06/microblogging-in-lotus-connections-with.html http://www.lbenitez.com/2009/09/microblogging-client-for-both-twitter.html When we shared this on external blog, demand was so high, that we decided to make this project available to the public. Bluto is now a free download from: http://jwf.us/bluto/ Hope this gives you something to talk about. If you need more, feel free to ping. bluto About bluto bluto was created as a side project at IBM to serve as a tool which would integrate Twitter 's feed with the feed from IBM 's own internal microblog service (called BlueTwit ). Since it's first release in November of 2008, bluto has become one of the most popular clients for BlueTwit and Twitter "inside the firewall." bluto's codebase is hosted on IBM's internal open-source repository and a few people have contributed code and bug reports across the corporation. When it was announced that Lotus Connections 2.5 would be supporting a style of microblogging people immediately started asking when bluto would support Connections' new "status" feature. Luis Benitez , an IBM Social Software Evangelist, took the base bluto code and implemented support for Connections in May of 2009. The version released on this site supports Connections and Twitter, support for BlueTwit has been removed as a separate version of bluto with capability for all three services is already available within IBM's intranet. Features Integrate your microblog feeds from Twitter and any Lotus Connections server. "xPost" to both services, or just post to one at a time. "Retweet" to posts and "@reply" to users from both services. View customizable pop-up notifications when friends of yours post to either service. Follow and stop following Twitter users. Friend and de-friend Connections users. Works cross-platform (on Windows, OS X, and Linux - anywhere Adobe AIR can be installed) Install it! Installing bluto is extremely easy, just follow these steps: Install Adobe AIR by downloading it from here . Download bluto here . Double-click bluto.air to start bluto's installer. Profit!
  • Lets do a quick overview of the existing capabilities in Lotus Connections - Profiles takes a simple and flexibly white pages model and adds collaborative and social capability to find experts, track friends and colleagues and link together the rest of Connections - Communities support grassroots creation of interest groups or other teams and sharing of information among those groups - Blogs allow individuals or groups to share and comment on ideas and expertise - Dogear is a social bookmarking service which makes it easy to find pre-vetted information, browse tags and users and even capture an early view of developing trends - Activities provides lightweight management of collaborative work, allowing you to focus on goals instead of tools - The Homepage, introduced in Connections 2.0, brings together the recent Connections and other content relevant to you in a single, extensible interface. In addition, there are a set of common capabilities across Connections, such as tagging, search, customization, feeds and so on. Connections is also accessible from other products such as Notes, Portal, Quickr and Office. We're going to talk about and show you the new services in Connections as well as the major enhancements we're working on.
  • Start small. Try it out and get a feel for Twitter. Despite what some people think, you do need to have a good idea of how to use twitter so that it is valuable to you or to the brand you represent. Be your own filter. If you are serious about getting the best value out of Twitter, please edit yourself and not ask questions like “Why would anyone want to know what I had for dinner?”  Don’t buy into the schemes to get hundreds of thousands of followers. Chances are that unless you are a celebrity (weblebrity) or a mass media company or  corporation, those hundred of thousands of followers would be worthless to you.  It is not about you. Although Twitter asks you “what are you doing now?” the updates that actually get you more traction are the ones where you are giving back to the community in the form of valuable content. If you are the creator of that content then more power to you! Choose your retweets wisely. Retweets are a currency on Twitter, but the more you give away (i.e. the only thing you have in your timeline are retweets) the more people will tune you out. Get personal (with work that is). Twitter is dominated by folks where the personal vs. work boundaries are blurry to the extreme. People that tweet and are successful at it are often folks that love and are passionate about what they do. They are working all the time which is not a bad thing. For them 9 to 5 is such an outdated concept because work and personal matters are intertwined at all times.  Seek support from Subject Matter Experts If you are tweeting for a corporation, make sure you have solid support from the SMEs (subject matter experts). Marketing fluff can be identified by the community quicker than you can say @140tc Don’t treat Twitter like a push-only marketing channel. Twitter is the intersection of community, real time news and timely and relevant information, not a set-up-and-forget marketing channel. Use DMs (Direct Messages) wisely.   A lot of times being public about a very early stage idea or business prospect can be a bad thing as people will not take you seriously. Even Scoble succumbed to the need for privacy via DMs. Most importantly - Be yourself Chances are that if you are remotely interesting or if you command a niche market with your product or knowledge, you will connect with like minded business people and open new business opportunities or at the very least some valuable web resources to make you smarter. http://www.altamirano.org/social-media/so-you-think-you-can-tweet-a-business-guide-to-getting-value-from-twitter/
  • In Social Media, IBM employees ARE the brand. All you need to do is what comes naturally, but make it visible online. Listen and engage. Social networks and online communities are natural places to build thought leadership and provide advocacy between our stakeholders and experts Responsible engagement in innovation and dialogue To learn, To contribute …. The IBM Business Conduct Guidelines and laws provide the foundation for IBM's policies and guidelines for blogs and social computing . Know the IBM Business Conduct Guidelines. Be thoughtful about how you present yourself in online social networks. Managers and executives take note: This standard disclaimer does not by itself exempt IBM managers and executives from a special responsibility when blogging. Respect copyright and fair use laws. Protecting confidential and proprietary information. IBM's business performance. Protect IBM's clients, business partners and suppliers.
  • Twitter Tip: Register your Twitter name without the use of spaces or underscores. Many reasons why but the main reason is that underscores are a dead give away that you‘re a late adopter. (It‘s also an extreme pain in the neck to get to the underscore when you‘re tweeting from an iPhone with no copy/paste feature.) It‘s perfectly acceptable to use your full name, and would advise you to lock up your full name (first and last name) if it‘s available. (That way no one else can brand jack your name.) Just don‘t add your middle initial or make your name any longer than it needs to be. Challenges with using your full name arise when it‘s long and/or difficult for new friends/followers to remember the spelling. If that‘s the case, you may want to consider using your BRAND as your username instead. Like what Scott did Here‘s how @ScottTousignant changed his long French username to his brand that he‘s now famous for. (Ok, admittedly after much insisting on my part. But this is where I get away with ―nagging‖ with my brand, by calling it ―coaching.‖ Fortunately, Scott is much appreciative. Right, Scott?) Now, Scott is known as @TheFitB on Twitter, and has hundreds of followers who send him messages very easily.
  • Mixero; it's become my favorite default Twitter client and for monitoring groups and channels it's just excellent!
  • Micro Blogging In The Enterprise Final

    1. 1. MicroBlogging in the Enterprise Ian McNairn – Program Director Web Innovation & Technology Office of the IBM CIO 29 th October 2009 With grateful acknowledgement to Delphine Remy-Boutang for the incorporation of many of her slides
    2. 2. Agenda <ul><li>Microblogging is synonymous with twitter, or at least it seems that way.  In reality Facebook and many other social networking environments have adopted this communication paradigm extremely successfully. </li></ul><ul><li>The question really is how does this play in the enterprise space? Ian McNairn will discuss how IBM has adapted to this social computing phenomenon and exploits it internally extensively. </li></ul><ul><li>He will look at some of the reasons behind the exponential growth in activity as well as the tools and clients being used both within and outside IBM.  </li></ul>
    3. 3. Agenda <ul><li>About …. </li></ul><ul><li>Is microblogging just Twitter? </li></ul><ul><li>Does microblogging have a role inside the corporation? </li></ul><ul><li>Microblogging tools we use in IBM today </li></ul><ul><li>Opportunities and Issues raised by microblogging </li></ul>
    4. 4. But first a bit about IBM …. and myself …. Wordle is written by Jonathan Feinberg
    5. 5. IBM has a workforce of over 500,000 of whom almost 50% are mobile <ul><li>350K+ employees </li></ul><ul><li>200K+ contractors </li></ul><ul><li>170 countries </li></ul><ul><li>2,000 locations </li></ul><ul><li>70+ acquisitions since 2002 </li></ul><ul><li>50% < 5 years experience </li></ul>IBM Locations Mobile Employees
    6. 6. What does our working environment look like ? <ul><li>> 90 % Laptops </li></ul><ul><li>100 % Internet access from office </li></ul><ul><li>74 % company mobile phone </li></ul><ul><li>> 40 % in share desk </li></ul><ul><li>73 % managers have “remote employees” </li></ul><ul><li>> 50 % e-learning </li></ul><ul><li>IBM Intranet : 1st information source for IBMers </li></ul><ul><li>> 90 % e-recruiting </li></ul>
    7. 7. Our World is Getting Smaller Yet More Complex By 2011 there will be over a trillion connected objects – cars, appliances, cameras, roadways, pipelines – comprising the &quot;Internet of Things.&quot; Currently it is estimated that there are over 30 billion web pages and internet traffic is growing at a rate of 50% annually An estimated 2 billion people will be on the Web by 2011 and worldwide mobile telephone subscriptions will reach 4 billion by 2010 The world is getting smarter The world is flatter and interconnected The world is smaller http:// twitter.com/smarterplanet
    8. 9. Agenda <ul><li>About …. </li></ul><ul><li>Is microblogging just Twitter? </li></ul><ul><li>Does microblogging have a role inside the corporation? </li></ul><ul><li>Microblogging tools we use in IBM today </li></ul><ul><li>Opportunities and Issues raised by microblogging </li></ul>
    9. 10. The Pace of Technical Innovation is Accelerating 0 25 50 100 125 150 75 Years 0 50 100 % Penetration Adoption of new technologies are taking hold at double or triple previous rates Automobile Telephone Electricity Radio Television VCR Internet PC Cellular
    10. 11. Google Trends, October 28, 2009
    11. 12. What is Highly popular with celebrities, media and executives, Twitter is a microblogging platform comprising 140 characters. Evan Williams, Twitter‘s founder, created it as a basic site to answer one simple question: “ Twitter lets people know what’s going on about things they care about instantly, as it happens,” Evan Williams, Twitter’s CEO, told The New York Times: “In the best cases, Twitter makes people smarter and faster and more efficient.”
    12. 13. visits up 1500% YOY 1448% YOY 190% YOY 17% YOY Unique Audience (Thousands) for Twitter, Facebook, YouTube and MySpace, May 2008 – May 2009 10% YOY Source: Nielsen Online 7 millions users
    13. 14. Why is Twitter important? <ul><li>It's a place where news often breaks </li></ul><ul><li>Trending: As everything being discussed on Twitter is by its nature happening now, increasingly used as a way of monitoring, reporting </li></ul><ul><li>Search Engine Optimization - because it is updated frequently, Twitter content ranks highly on Google. important way to generate traffic and disseminate messages online. </li></ul><ul><li>Twitter is becoming an important source of Internet traffic for many sites, and the amount of traffic it sends to other websites has increased 30-fold over the last 12 months. </li></ul>
    14. 15. … and from anywhere, using (almost) any device
    15. 16. It is a global phenomenon Source Quantcast 2009; Compete.com
    16. 17. not just for kids Adults ages 35-49 has the largest representation on Twitter almost 3 million unique visitors from this age group (almost 42% of the entire audience). http://news.cnet.com/8301-13577_3-10253161-36.html
    17. 18. Agenda <ul><li>About …. </li></ul><ul><li>Is microblogging just Twitter? </li></ul><ul><li>Does microblogging have a role inside the corporation? </li></ul><ul><li>Microblogging tools we use in IBM today </li></ul><ul><li>Opportunities and Issues raised by microblogging </li></ul>
    18. 19. Social Networking usage by IBMers Population percentage 2008 < 5 year tenure 20-30 Retirees 10-20 45% 26% 12% 13% 4% Percent of group actively using Social Networks 100 50 25 0 75 5 - 10 30+ 26% of current IBM population ~ 60% of employees are actively using social networking – mostly outside IBM Source: Dave Newbold, IBM DE 2008 2009 184000+ estimates for US based population
    19. 20. The Benefits of Web2.0 Social Networking … and in many ways, by extension … microblogging <ul><li>For Individuals , It’s about: </li></ul><ul><li>Being and staying “ in the loop ” </li></ul><ul><li>Being “ top of mind ” for special projects, interesting work (Statistics show that more than 70 percent of jobs are found and filled through networking ) </li></ul><ul><li>Increased visibility, efficiency & productivity </li></ul><ul><li>Improved opportunities to contribute </li></ul><ul><li>Being efficient by tapping into other’s expertise as mentors or consultants </li></ul><ul><li>Innovation through brainstorming and collaboration </li></ul><ul><li>For Organizations , It’s about: </li></ul><ul><li>Improving the productivity of knowledge workers – since their work is highly collaborative and social </li></ul><ul><li>Getting everyone involved in innovation through collaboration </li></ul><ul><li>Making everyone’s talent accessible to the organization </li></ul><ul><li>Improving efficiency by leveraging the expertise of everyone </li></ul><ul><li>Improved social capital </li></ul><ul><li>Creates a dynamic environment that will provide sustainable business advantage through employee satisfaction & retention </li></ul><ul><li>Improves with size </li></ul>
    20. 21. The security case for Social Software inside the firewall Intranet <----------------Application location-------------> Internet Intranet <--------- Access from ----------> Internet No Control Full Control Can I trust my staff not to make mistakes? How much can I safely share? Inside Outside
    21. 22. BCG and SCG 1. Introduce the purpose of social media 2. Be responsible for what you write 3. Be authentic 4. Consider your audience 5. Exercise good judgment 6. Understand the concept of community 7. Respect copyrights and fair use 8. Remember to protect confidential & proprietary info 9. Bring value http://mashable.com/2009/06/02/social-media-policy-musts/
    22. 23. Agenda <ul><li>About …. </li></ul><ul><li>Is microblogging just Twitter? </li></ul><ul><li>Does microblogging have a role inside the corporation? </li></ul><ul><li>Microblogging tools we use in IBM today </li></ul><ul><li>Opportunities and Issues raised by microblogging </li></ul>
    23. 24. Internal version of twitter : Blue twit <ul><li>open source project, licensed IBM Internal </li></ul><ul><li>over 4,100 registered users </li></ul><ul><li>Integrated to Twitter </li></ul><ul><li>know who you speak to through BluePages integration </li></ul><ul><li>multiple clients: Firefox sidebar, Sametime </li></ul><ul><li>stand-alone applications </li></ul><ul><li>data source for mashups </li></ul>
    24. 25. Bluto <ul><li>Integration of various microblog sources </li></ul><ul><li>Filtering </li></ul><ul><li>Following & responding </li></ul><ul><li>Cross posting to microblogs </li></ul>
    25. 27. Lotus Connections http://www.ibm.com/software/lotus/products/connections/ Organize your work, plan next steps, and easily tap your expanding professional network to help execute your everyday deliverables, faster Create wiki spaces for individuals, groups, and communities to coauthor pages. View changes across pages, ratings, and comments. Communities Create, find, join, and work with communities of people who share a common interest, responsibility, or area of expertise Blogs Use a weblog to present your idea and get feedback from others; learn from the expertise and experience of others who blog Bookmarking Save, organize and share bookmarks; discover bookmarks that have been qualified by others with similar interests & expertise Activities Profiles Quickly find the people you need by searching across your organization and connecting to others. Microblogging Manage your attention by viewing relevant social data aggregated across your subscriptions, notifications, and network of colleagues. Wikis Files Upload and share any type of file with colleagues and communities. Store versions and view downloads, comments and ratings. All your social software needs ready for business Homepage Microblog your status and collaborate from the homepage as well as the Notes and Sametime Clients
    26. 28. <ul><li>Status updates integrated with your intranet profile </li></ul><ul><li>Easily view updates from your network of contacts, or from your entire company </li></ul><ul><li>Feeds and e-mail integration make it easy to stay up to date, integrate desktop clients </li></ul><ul><li>Post updates on other profiles with the Board </li></ul><ul><li>Threaded comments on any status update </li></ul>Secure Intranet Microsharing with Lotus Connections!
    27. 36. An experimental space
    28. 37. LotusLive
    29. 38. Agenda <ul><li>About …. </li></ul><ul><li>Is microblogging just Twitter? </li></ul><ul><li>Does microblogging have a role inside the corporation? </li></ul><ul><li>Microblogging tools we use in IBM today </li></ul><ul><li>Opportunities and Issues raised by microblogging </li></ul>
    30. 40. Some Twitter guidelines <ul><li>Start small. </li></ul><ul><li>Be your own filter. </li></ul><ul><li>Don’t buy into the schemes to get hundreds of thousands of followers. </li></ul><ul><li>It is not about you. </li></ul><ul><li>Choose your retweets wisely. </li></ul><ul><li>Get personal (with work that is). </li></ul><ul><li>Seek support from Subject Matter Experts </li></ul><ul><li>Don’t treat Twitter like a push-only marketing channel. </li></ul><ul><li>Use DMs (Direct Messages) wisely. </li></ul><ul><li>Most importantly - Be yourself </li></ul>http://www.altamirano.org/social-media/so-you-think-you-can-tweet-a-business-guide-to-getting-value-from-twitter/
    31. 41. When all else is equal, Social Capital differentiates you <ul><li>[research shows that] people with larger contact networks obtain higher-paying positions than people with small networks . A similar finding in social support research shows that persons with larger networks tend to live longer. </li></ul><ul><li>Personal contacts get significant information to you before the average person receives it . That early warning is an opportunity to act on the information yourself or to invest it back into the network by passing it on to a friend who could benefit from it. </li></ul><ul><li>Personal contacts get your name mentioned at the right time in the right place so that opportunities are presented to you. </li></ul>Source: Ronald Burt, The Social Structure of Competition, from the book Networks in the Knowledge Economy “ “
    32. 42. The 3 Rs of Marketing 2.0 <ul><li>Real </li></ul><ul><ul><ul><li>No more of the old marketing hype </li></ul></ul></ul><ul><ul><ul><li>Tell the truth </li></ul></ul></ul><ul><ul><ul><li>Admit your mistakes </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Otherwise: Customers will ignore you </li></ul></ul></ul></ul></ul><ul><li>Relevant </li></ul><ul><ul><ul><li>You can’t interrupt people anymore </li></ul></ul></ul><ul><ul><ul><li>You must supply what they want </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Otherwise: Google will ignore you </li></ul></ul></ul></ul></ul><ul><li>Responsive </li></ul><ul><ul><ul><li>Marketing is no longer a monologue </li></ul></ul></ul><ul><ul><ul><li>You must answer your customers </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Otherwise: Customers will flame you </li></ul></ul></ul></ul></ul>
    33. 43. Measuring impact http://www.twitalyzer.com
    34. 44. Opportunities http://scienceblogs.com/cognitivedaily/2009/05/casual_fridays_what_does_an_em.php
    35. 45. Risks
    36. 46. IBM Social Computing Guidelines <ul><li>Be who you are </li></ul><ul><li>Speak in the first person </li></ul><ul><li>Use a disclaimer </li></ul><ul><li>Respect your audience </li></ul><ul><li>Add value </li></ul><ul><li>Don't pick fights </li></ul><ul><li>Be the first to respond to your own mistakes. </li></ul><ul><li>Use your best judgment. </li></ul><ul><li>Don't forget your day job. </li></ul>http:// www.ibm.com/blogs/zz/en/guidelines.html IBM supports open dialogue and the exchange of ideas Responsible engagement in innovation and dialogue
    37. 47. How to get started? <ul><li>Twitter Tip: Register your Twitter name without the use of spaces or underscores </li></ul><ul><li>Lock up your full name if it’s available and not too long and too complicated </li></ul><ul><li>My UNIQUE branded username uniquely available on ALL social networks is: @mcnairn </li></ul><ul><li>People want to network with people </li></ul><ul><li>Twitter usernames will become valuable real estate just like Web sites were back in the 90‘s. So “ lock em up! “ </li></ul><ul><li>When you join first Twitter, put a picture up immediately—before following anyone </li></ul>Go to : www.twitter.com
    38. 48. Agenda <ul><li>About …. </li></ul><ul><li>Is microblogging just Twitter? </li></ul><ul><li>Does microblogging have a role inside the corporation? </li></ul><ul><li>Microblogging tools we use in IBM today </li></ul><ul><li>Opportunities and Issues raised by microblogging </li></ul><ul><li>Habits of great leaders who microblog exceptionally well </li></ul>
    39. 49. Twitter for Executives <ul><li>By entering the Twitterverse, You are becoming part of your company’s customers’ brand experience </li></ul><ul><li>Stepping out from behind the curtain exposes both you and IBM brand to intimate scrutiny </li></ul><ul><li>It’s bigger than you think: Ashton Kutcher and Ellen Degeneres have more Twitter followers than the entire populations of Ireland, Norway and Panama. </li></ul><ul><li>Social media represents a fundamental shift in the way we communicate and make decisions </li></ul>
    40. 50. 5 good habits for Executives who microblog <ul><li>Those who know how to microblog well consistently demonstrate five truths about how a CEO –- or any leader — should speak when they step into the spotlight. </li></ul>
    41. 51. 1/ You are your organisation’s brand conscience <ul><li>For most consumers, an ideal CEO is someone who uses their power to make sure a brand keeps its promises. </li></ul><ul><li>As a business leader, microblogging can be your platform. </li></ul><ul><li>What people sense in an effective company executive is not the echo of marketing, but the principles by which they lead the company behind it, and their passion for the job. </li></ul>
    42. 52. 2/ Don’t sell – Do share <ul><li>Tweeting isn’t advertising, it’s a conversation. </li></ul><ul><li>Great executive tweeters don’t try to sell to their followers, they try to engage them in a personal way. </li></ul><ul><li>Share things about your corporate culture, your leadership values, the great people around them. </li></ul><ul><li>Help your followers with problems. </li></ul><ul><li>Make business competition personal, and sometimes even funny. </li></ul><ul><li>Each tweet should be a window into the life of the company behind the marketing, which will make the marketing stronger as a result. </li></ul>
    43. 53. 3/ Be a real human being <ul><li>What you talk about is who you are. </li></ul><ul><li>Every user’s update history paints a true portrait of their character and what matters to them. So, the best executive tweeters are real people and sound like real people — always. </li></ul><ul><li>Know the responsibility to keep our brand honest as a duty we owe our customers, but also know that the great burger you had at your favourite place last night are the things that make you human. In moderation, share some of those things, too. </li></ul><ul><li>People will be able to relate to you on a personal level and as a result, they will like and trust you more. </li></ul>
    44. 54. 4/ Write well <ul><li>Bad grammar, punctuation, or hasty abbreviations to get the character count down to 140, are just a little too humanizing. </li></ul><ul><li>Great leaders are characteristically great communicators, and it’s no different when tweeting. Informality is fine, charming even, but confident prose is one way people recognize leadership in this forum. </li></ul><ul><li>Nobody wants to do business with a sixteen-year-old CEO, and the best executive tweeters don’t write like one. </li></ul>
    45. 55. 5/ Commit <ul><li>The best executive tweeters are people who have decided to join the party. </li></ul><ul><li>Tweet a few times a day, and do so at least a few days a week </li></ul><ul><li>Build a community and become familiar with your followers </li></ul><ul><li>Establish relationships, running jokes, and a personality that defines you. </li></ul><ul><li>Corporate leaders that don’t tweet often can seem distant, or worse, when they do. “We don’t feel like they’ve joined the party. We just feel like they walked into the room to make an announcement, and then left.” </li></ul><ul><li>You almost shouldn’t be a Twitter user if you’re not prepared to commit </li></ul>
    46. 56. Conclusion <ul><li>Joining the Twitter community as a leader makes your voice inseparable from your company’s reputation and its brand. </li></ul><ul><li>What effective CEO tweeters understand, though, is that this doesn’t mean you are that brand. </li></ul><ul><li>People will follow you, initially at least, because they’re curious to understand who your company is in a deeper way than traditional media allow. </li></ul><ul><li>But they’ll stay with you only if they like, respect and trust what they discover. Which, as any leader will tell you, is what leadership is all about . </li></ul>Source: brandcowboy.com , @ brandcowboy .
    47. 57. Questions? http://www.mcnairn.com/ [email_address] +44 1784 445749
    48. 58. Legal disclaimer <ul><li>© IBM Corporation 2009. All Rights Reserved. </li></ul><ul><li>The information contained in this publication is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained in this publication, it is provided AS IS without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this publication or any other materials. Nothing contained in this publication is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software. </li></ul><ul><li>References in this presentation to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities referenced in this presentation may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. Nothing contained in these materials is intended to, nor shall have the effect of, stating or implying that any activities undertaken by you will result in any specific sales, revenue growth or other results. </li></ul><ul><li>IBM, the IBM logo, Lotus, Lotus Notes, Notes, Domino, Quickr, Sametime, WebSphere, UC2, PartnerWorld and Lotusphere are trademarks of International Business Machines Corporation in the United States, other countries, or both. Unyte is a trademark of WebDialogs, Inc., in the United States, other countries, or both. </li></ul><ul><li>SuccessFactors is a trademark of iEnterprises Inc. in the United States , other countries, or both. </li></ul><ul><li>iEnterprise and iExtensions is a trademark of iEnterprises Inc. in the United States , other countries, or both. </li></ul><ul><li>All references to Renovations, MyHealthCare.com, and Madisons refer to a fictitious company and are used for illustration purposes only. </li></ul>
    49. 59. Useful Twitter tools Compiled by Delphine Remy-Boutang
    50. 60. <ul><li>Search twitter : Complete an advanced search around </li></ul><ul><li>key phrases, within specific dates, and from specific handles. </li></ul><ul><li>(Often broken, Google search is the best back up!) </li></ul><ul><li>TweetDeck : A desktop app that lets you organize your </li></ul><ul><li>followers into specific categories (i.e. industry leaders, customers, </li></ul><ul><li>potential customers, etc.) </li></ul><ul><li>TwitPic : Provides a bridge from your camera phone to </li></ul><ul><li>Twitter. Pictures can either post to the Twitter public timeline </li></ul><ul><li>from phone via email or through the site. </li></ul><ul><li>TweetLater and CoTweet : Allow you time your Tweets </li></ul><ul><li>to be created now and published later. </li></ul><ul><li>Seesmic : A desktop client to manage your lifestream from Facebook & multiple Twitter accounts.Create groups and searches and view them any way you like </li></ul><ul><li>Mixero : Twitter client helps in controlling the flow and noise of information – Great to monitor groups and channels </li></ul>
    51. 61. <ul><li>HootSuite : A shared Twitter platform allowing multiple users, </li></ul><ul><li>pre-scheduled tweets, and click statistics including charts and </li></ul><ul><li>your most popular tweets. </li></ul><ul><li>TweetVolume : Find out what keywords to use based on their </li></ul><ul><li>popularity and conversation volume on twitter. </li></ul><ul><li>TweetBeep : The Google Alerts for Twitter, allows you to monitor </li></ul><ul><li>conversations that mention you, your brand, related/competitor </li></ul><ul><li>products, and links to your website/blog. Alerted as keywords </li></ul><ul><li>appear, reducing the need for a manual search. </li></ul><ul><li>Twitterholic : Find out who has the most followers and who can </li></ul><ul><li>be an influential asset to your campaign. </li></ul><ul><li>ExecTweets : Find and follow top executives on Twitter. </li></ul><ul><li>Twollow : Put in key words and automatically add you to people </li></ul><ul><li>with those words in there profile. </li></ul><ul><li>Mr Tweet : Your personal Twitter assistant suggests which influencers </li></ul><ul><li>and followers……………. </li></ul>
    52. 62. <ul><li>TwitterGrader : Measures the relative power and authority of a Twitter </li></ul><ul><li>user by calculating number of followers, power of network of followers, </li></ul><ul><li>pace of updates and completeness of a user’s profile. </li></ul><ul><li>Twhirl : Centrally manages activity, messaging and updating for Twitter </li></ul><ul><li>and platforms (FriendFeed, Identi.ca and Seesmic). </li></ul><ul><li>TwitScoop : Tells you “What’s hot right now?”, presenting trend </li></ul><ul><li>comparisons and volume of conversation. </li></ul><ul><li>Twitterberry and Twitterfox : Downloadable Blackberry app and </li></ul><ul><li>Firefox plugin for Twitter. </li></ul><ul><li>Go to Tweepler to see who to follow and who not to follow. </li></ul><ul><li>Go to Trendistic to view the volume of conversation about your </li></ul><ul><li>brand, products… </li></ul>
    53. 63. Twitter dictionary <ul><li>Twitterverse or Twittersphere - the universe/world sphere of Twitter (cf. blogosphere) </li></ul><ul><li>Tweet - an update on Twitter, comprising a message of up to 140 characters, sometimes containing a link, sometimes containing a picture or video. Also a verb: to tweet, tweeting. </li></ul><ul><li>Reply or @Reply - a message from one user to another, visible to anyone following the user who is giving the reply. Also visible to the entire world (and search engines) in your Twitter profile page. </li></ul><ul><li>Direct message or DM - a message from one user to another in private (not visible to other users, the internet or search engines). </li></ul><ul><li>Re-tweet or RT - repeating a message from another user for the benefit of your followers and in recognition of its value (the Twitter equivalent of forwarding an email) </li></ul><ul><li>Micro-blogging - the term given to the practice of posting short status updates via sites like Twitter (there are others, but none as big) </li></ul><ul><li>“ Follower” someone who has subscribed to read your tweets </li></ul><ul><li>“ Following&quot; people that you decide to follow </li></ul><ul><li>“ Friend&quot; Someone who you follow that also follows you </li></ul>