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Tony blogging-tips-itso30-v1310e

12 Blogging tips from an experienced IBM blogger for the 2013 October Cloud Computing Social Media ITSO residency

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Tony blogging-tips-itso30-v1310e

  1. 1. Tony Pearson – IBM Master Inventor and Senior Consulting IT Specialist October 2013 A dozen blogging tips from an experienced blogger Tony Pearson IBM Master Inventor, Senior Consulting IT Specialist, Blogger, Chief SME at Tucson EBC, Forward Thinker, Worldwide Center of Competency for Cloud across all 12 STG EBCs, Published Author and Filmmaker Source: © 2013 IBM Corporation
  2. 2. Tony Pearson – The “Kevin Bacon” of IBM System Storage ● Ranked Top 10 Blogger ● Two Liquid Brand awards for IBM System Storage ● Have been invited to blog and/or speak at various conferences and events ● International readership: USA, India, Canada, UK, Germany, Japan, Australia, France, Russia, China ● Published over 860 blog posts, five books and two films ● Received many compliments from readers 2 ● Helped close over $4B in IBM revenue © 2013 IBM Corporation
  3. 3. My Social Profile Blog: Books:Ø_tony Diigo: Facebook: n.16121 LinkedIn: id=103718598 SlideShare - IBM Expert Network:Øtony Twitter:Øtony 3 3 3 © 2013 IBM Corporation
  4. 4. I started blogging September 2006 Why? To raise awareness of new IBM System Storage® What? Start either a podcast or blog Initially a joint effort with Jennifer Jones eServer TotalStorage 2000 - 2005 4 Launched on 50 Anniversary of Disk Systems th How? 1. Convince management and legal dept 2. Learn audio-editing tools 3. Read books on blogging 4. Find “hosting” website that would be externally visible -- IBM developerWorks © 2013 IBM Corporation
  5. 5. Tip #1 – Read the Book “Naked Conversations” • • Each chapter highlights Do’s and Don’ts illustrated with examples. Consistent with IBM Social Media Guidelines • 5 “Naked Conversations” by Robert Scoble and Shel Israel, both experienced bloggers from Microsoft Key Lessons: 1. A blog is the unedited voice of a single person 2. Blogs can provide a “human face” to an otherwise faceless company 3. Blogs should foster conversations between IBM, Business Partners, clients, suppliers, prospects, and other bloggers © 2013 IBM Corporation
  6. 6. IBM developerWorks – Top 10 Blogs Rank Blog Author(s) 1 Inside System Storage Tony Pearson, Jeff Antley 8,953,681 2 developerWorks Podcasts and Videos Scott Laningham 3,865,347 3 Todd “Turbo” Watson Todd Watson 3,162,925 4 Build your skill on IM Products, DB2 Susan Visser 3,131,857 5 Notes from Rational Support Kelly Puffs 2,615,840 6 iMasters (Spanish Language) Group Blog (36 authors) 2,589,283 7 AIX Down Under Anthony English 2,584,119 8 Smarter Collaboration insights Antony Satyadas 2,423,735 9 Software, Open Source, SOA, Innovation, Open Standards, Trends (Portuguese) Group Blog (19 authors) 2,120,189 10 Benchmarking and systems performance Elisabeth Stahl 1,840,630 6 Visits past 36 months © 2013 IBM Corporation
  7. 7. Tip #2 – Treat Blog Posts as Works of Art Why? 1. Entertain, Poke Fun  Smile, Laugh 2. Inform, Educate  Bookmark 3. Warn  Prepare 4. Celebrate  Congratulate 5. Bleg  Contribute 7 What? How? 1. A single idea 2. A structure 3. Supporting Details • • • • • Still Life Portrait Landscape Incident Vision © 2013 IBM Corporation
  8. 8. Tip #3: Use Mind Mapping to prepare blog posts like a presentation – single idea, appropriate structure, and F.L.O.W. IBM has approved use of “Freemind” open source mind-mapping tool. 8 © 2013 IBM Corporation
  9. 9. Tip #4 – Use Social Bookmarking to save ideas, facts, and links to other resources for future blog posts Inspiration for blog ideas 9 Facts, Links, Opinions, Words © 2013 IBM Corporation
  10. 10. Tip #5 – Choose an appropriate structure for your Blog post Follow the AIDA formula A – Attention Grab attention in title and first paragraph I – Interest Identify who should be interested in this D – Desire The benefits of buying this product, attending this conference, using this approach, etc. A – Action Next steps – call your sales rep, schedule meeting with your boss, etc. 10 A story includes the following elements: Setting When and where does the story take place Character Who is involved in this story Conflict What challenges do the characters face Resolution What did we learn from this? A list should have an opening to introduce the items on the list, and how they are all related People to know Products to buy Timeline of events Step-by-Step instructions  Sessions of a conference  Resources  Question and Answers     Close your blog post with final thoughts, your perspective and opinions © 2013 IBM Corporation
  11. 11. Tip #6 – Use Snowclones for Titles, Catch Phrases for Introductions Snowclones are templates based on popular culture  If Eskimos have N words for snow, X surely have Y words for Z.  X is the new Y  The X to End All Xs  To X or not to X?  We’re gonna need a bigger X  X, X Everywhere  I, for one, welcome our new X Overlords  The X is Too Damn High!  A few X short of a Y  yes Virginia, there is an X However, ensure your post slug is appropriate I have adopted some catch phrases of my own, that I repeatedly use: “It’s Tuesday again, and you know what that means? IBM Announcements!”  I use this to introduce blog posts that summarize IBM announcements “I am still wiping the coffee off my computer screen after reading …”  I use this to introduce blog posts when I have read something so outrageous that it requires a response “We are still picking up confetti off the floor from the time when …”  Reminiscing about a fond event 11 © 2013 IBM Corporation
  12. 12. Tip #7 -- Write what you know, in a conversational tone "The murals in restaurants are on par with the food in museums.“ --- Peter De Vries Blogs are the unedited voice of a single person – Do not go through rounds of reviews like a Press Release – Are not written by a committee – No deadlines • Imagine you are sitting next to one of your target readers, explaining a concept, showing how to do something, or retelling a sequence of events • 12 • This is how your blog should read, or podcast should sound © 2013 IBM Corporation
  13. 13. Tip #8 – Blogging is like jogging, blog on a regular frequency Do it often enough to make it count If you quit for a while, it is hard to get back into it. Stretch yourself, read other blogs before you write Try new routes, explore adjacent spaces • 70% Focus topic • 20% Adjacent spaces • 10% Personal Pace yourself – Limit yourself to 2,000 words per week or less • 20-40 tweets on Twitter • 5-8 short posts (200-300 words each) • 2-3 medium posts (600-800 words each) • 1 long post (1200-1800 words) 13 Make time for it – a 700-word post takes me about 4-6 hours to write, edit, format and post © 2013 IBM Corporation
  14. 14. Tip #9 – As with any conversation, if you cannot add value with something new and different, contribute with your silence Avoid the Echo Chamber Read the blogs of others in your industry, analysts, competitors, and clients. Don’t waste time with posts that say “I completely agree”. Don’t Let the Wookie Win Everyone is entitled to their own opinions, so agree to disagree. However, if facts are wrong, set the record straight. Be Responsible Be the first to admit being wrong, apologize and correct your own mistakes Show Restraint - While the most interesting blog posts are written under the influence of drugs, alcohol, anger, frustration, sadness or depression, don’t post until you are clean and sober during normal business hours. 14 © 2013 IBM Corporation
  15. 15. Tip #10 -- Identify who you are and your relationship to the people, products and companies mentioned in your blog post Identify if people you mention in your post are related to you, in your management chain, or have similar job title. Example “Fellow blogger Barry Whyte (IBM) writes…” The U.S. Federal Trade Commission requires bloggers in the United States to disclose who they are and if they were paid or compensated in any manner. Example FTC disclosure: (FTC Disclosure: I am both an employee and shareholder of IBM, so the U.S. Federal Trade Commission may consider this post a paid, celebrity endorsement of the IBM SmartCloud Enterprise service offering. IBM has working relationships with Apple, Amazon, Google and Microsoft mentioned in this blog post. This blog post is based on my interpretation and opinions of publicly-available information, observations and personal experience. My friends at ENC Security Systems provided me an evaluation license for their latest software release so that I could confirm the use cases posed in this post. I do not have any financial interest in EMC, HDS, HP or Dell mentioned on this blog post, do not endorse any of their products, nor has anyone paid me to mention their company names, brands or offerings.) 15 © 2013 IBM Corporation
  16. 16. Tip #11 – Live a life worth writing about! Incorporate Rich Media • Photos – Post pictures you take yourself, or have someone take picture of you – Get permission -- “May I take a photo for my blog?” – Do NOT link to other websites – Store my photos on – First photo left-justified, then alternating right and left – Use GIMP tool to crop, fix photos • Slides – Use • Pie/Bar Charts – Use Google Chart • Audio – Native HTML or link to MP3 • Video – Native HTML – Screenshot image plus hot-link 16 © 2013 IBM Corporation
  17. 17. Tip #12 – Well-behaved bloggers seldom make history EMC Electrocutes the Elephant If you thought fear mongering like this was unique to the IT industry, consider that 105 years ago, [Edison electrocuted an elephant]. In an effort to show that A/C was too dangerous to have in homes and businesses, Thomas Edison held a press conference in front of 1500 witnesses, electrocuting an elephant named Topsy with 6600 volts. Pink it and Shrink it The new SVC Entry Edition, available in Flamingo Pink* or traditional Raven Black. (*RPQ required. Default color is Raven Black.) IBM Watson - How to build your own “Watson Jr.” in your basement 104,209 downloads! 17 © 2013 IBM Corporation
  18. 18. 2012 IBM Global CEO Study Employees who connect more with each other and with the outside world to innovate continuously reinvent themselves. By learning from each other, they stay ahead of the skills curve, open to change, and in effect become "future-proof." Source: 2012 IBM Global CEO Study 18 18 © 2013 IBM Corporation
  19. 19. 19 © 2013 IBM Corporation
  20. 20. The “Four R’s” • Respect – • Relevance – – – • Responsibility – – 20 Identify yourself by name, and when relevant: your role and employer Ensure your profile and related content is consistent with how you wish to present yourself with • colleagues and clients Add value. Provide worthwhile information and perspective Be personally responsible for your content Be the first to admit and correct your own mistakes – Respect copyright, fair use and financial disclosure laws. Use disclaimers like…  “My views are my own, and do not necessarily represent the views of my employer.” Restraint – – – – Don't use ethnic slurs, personal insults, obscenity Don't pick fights, but set the record straight as needed Don't provide confidential or proprietary information Don't cite or reference clients, partners or suppliers without their approval Source: © 2013 IBM Corporation
  21. 21. Tony Pearson About the Speaker Mr. Tony Pearson IBM System Storage Master Inventor, Senior Consulting IT Specialist IBM System Storage™ 9000 S. Rita Road Bldg 9032 Floor 1 Tucson, AZ 85744 +1 520-799-4309 (Office) Tony Pearson is a Master Inventor and Senior managing consultant for the IBM System Storage™ product line. Tony joined IBM Corporation in 1986 in Tucson, Arizona, USA, and has lived there ever since. In his current role, Tony presents briefings on storage topics covering the entire System Storage product line, Tivoli storage software products, and topics related to Cloud Computing. He interacts with clients, speaks at conferences and events, and leads client workshops to help clients with strategic planning for IBM’s integrated set of storage management software, hardware, and virtualization products. Tony writes the “Inside System Storage” blog, which is read by hundreds of clients, IBM sales reps and IBM Business Partners every week. This blog was rated one of the top 10 blogs for the IT storage industry by “Networking World” magazine, and #1 most read IBM blog on IBM’s developerWorks. The blog has been published in series of books, Inside System Storage: Volume I through IV. Over the past years, Tony has worked in development, marketing and customer care positions for various storage hardware and software products. Tony has a Bachelor of Science degree in Software Engineering, and a Master of Science degree in Electrical Engineering, both from the University of Arizona. Tony holds 19 IBM patents for inventions on storage hardware and software products. 21 © 2013 IBM Corporation
  22. 22. Trademarks and disclaimers © IBM Corporation 2011. All rights reserved. References in this document to IBM products or services do not imply that IBM intends to make them available in every country. Adobe, the Adobe logo, PostScript, and the PostScript logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States, and/or other countries. IT Infrastructure Library is a registered trademark of the Central Computer and Telecommunications Agency which is now part of the Office of Government Commerce. Intel, Intel logo, Intel Inside, Intel Inside logo, Intel Centrino, Intel Centrino logo, Celeron, Intel Xeon, Intel SpeedStep, Itanium, and Pentium are trademarks or registered trademarks of Intel Corporation or its subsidiaries in the United States and other countries. Linux is a registered trademark of Linus Torvalds in the United States, other countries, or both. Microsoft, Windows, Windows NT, and the Windows logo are trademarks of Microsoft Corporation in the United States, other countries, or both. ITIL is a registered trademark, and a registered community trademark of the Office of Government Commerce, and is registered in the U.S. Patent and Trademark Office. UNIX is a registered trademark of The Open Group in the United States and other countries. Java and all Java-based trademarks and logos are trademarks or registered trademarks of Oracle and/or its affiliates. Cell Broadband Engine is a trademark of Sony Computer Entertainment, Inc. in the United States, other countries, or both and is used under license therefrom. Linear Tape-Open, LTO, the LTO Logo, Ultrium, and the Ultrium logo are trademarks of HP, IBM Corp. and Quantum in the U.S. and other countries. Other product and service names might be trademarks of IBM or other companies. Information is provided "AS IS" without warranty of any kind. The customer examples described are presented as illustrations of how those customers have used IBM products and the results they may have achieved. Actual environmental costs and performance characteristics may vary by customer. Information concerning non-IBM products was obtained from a supplier of these products, published announcement material, or other publicly available sources and does not constitute an endorsement of such products by IBM. Sources for non-IBM list prices and performance numbers are taken from publicly available information, including vendor announcements and vendor worldwide homepages. IBM has not tested these products and cannot confirm the accuracy of performance, capability, or any other claims related to non-IBM products. Questions on the capability of non-IBM products should be addressed to the supplier of those products. All statements regarding IBM future direction and intent are subject to change or withdrawal without notice, and represent goals and objectives only. Some information addresses anticipated future capabilities. Such information is not intended as a definitive statement of a commitment to specific levels of performance, function or delivery schedules with respect to any future products. Such commitments are only made in IBM product announcements. The information is presented here to communicate IBM's current investment and development activities as a good faith effort to help with our customers' future planning. Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon considerations such as the amount of multiprogramming in the user's job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve throughput or performance improvements equivalent to the ratios stated here. Prices are suggested U.S. list prices and are subject to change without notice. Starting price may not include a hard drive, operating system or other features. Contact your IBM representative or Business Partner for the most current pricing in your geography. Photographs shown may be engineering prototypes. Changes may be incorporated in production models. Trademarks of International Business Machines Corporation in the United States, other countries, or both can be found on the World Wide Web at ZSP03490-USEN-00 22 © 2013 IBM Corporation