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A Case Study of Micro-Blogging for Learning at Qualcomm

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This presentation was given by B.J. Schone and John Polaschek at DevLearn 2009. It covers many aspects of micro-blogging in a corporate environment, and it includes a case study about Yammer at Qualcomm.

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A Case Study of Micro-Blogging for Learning at Qualcomm

  1. 1. A Case Study of Micro-Blogging for Learning at Qualcomm<br />B.J. Schone and John Polaschek<br />November 11th, 2009<br />
  2. 2. About Qualcomm<br />
  3. 3. Enterprise 2.0 Series<br />
  4. 4. Enterprise 2.0 Series<br />
  5. 5.
  6. 6. Why micro-blogging?<br />
  7. 7. Why micro-blogging?<br />
  8. 8. From Andrew McAfee…<br />&quot;What do these technologies allow you to do that you couldn&apos;t do before?“<br />You can make connections with people that you did not know existed.<br />Better collaboration is not the only goal: Now you also find out new people with whom to collaborate.<br />Narrate your work: This makes it easier for others to find you and connect with you.<br />
  9. 9. Emergent Forms of Communication<br />1 to Many<br />No Guaranteed<br />Response<br />Response Likely<br />1 to Few<br />Asynchronous (Verbose)<br />Real-time (Brief)<br />
  10. 10. Explosive growth of Twitter<br />Source: Compete.com<br />
  11. 11. Does micro-blogging really count as learning?<br />
  12. 12. Does micro-blogging really count as learning?<br />Source: http://www.answers.com/learning<br />
  13. 13. “As human beings, we learn socially. If we need an answer to a question or guidance for completing a procedure, a very natural response is to ask someone else, be that person a friend, manager or mentor. We know that many people learn best in groups and some people learn more quickly by asking others for an explanation, rather than by reading or studying on their own.”<br />Bersin & Associates Research Bulletin, 2009<br />Volume 4, Issue 36<br />
  14. 14. “The more effortlessly employees can communicate, collaborate and share new insights with one another, the faster an organization can respond to changing customer expectations and business conditions.”<br />Ross Mayfield, CEO of SocialText, Web 2.0 Expo<br />
  15. 15. How to select a micro-blogging platform<br />Find a sponsor and get buy-in.<br />Once you have buy-in…<br />Budget<br />Decide: Internal vs. external?<br />Think about: IT infrastructure, intellectual property<br />Gather requirements<br />Involve HR, Corp. Communications, Legal, IT<br />Do some research / investigate vendors<br />
  16. 16.
  17. 17. We selected Yammer<br />Reasons:<br />Yammer is ready for the enterprise.<br />Yammer has a mobile interface.<br />Yammer is the best fit for Qualcomm – right now.<br />We considered:<br />CubeTree<br />Laconica / Identica / StatusNet<br />Presently<br />SocialText<br />
  18. 18. How we access Yammer<br />Blackberry app<br />iPhone app<br />Windows Mobile app<br />Android app<br />(Coming soon)<br />Desktop app<br />Outlook plugin<br />Firefox add-on<br />Web browser<br />Google Reader<br />Twitter<br />Ping.fm<br />(Coming soon)<br />
  19. 19. Challenges<br />Some people just won’t get it. And that’s ok.<br />Remain objective. Don’t evangelize too much.<br />Legal challenges / intellectual property issues may arise.<br />Electronic media policies may need to be updated.<br />Remember that the success of these systems isn’t always based on numeric data.<br />Keep security in mind.<br />
  20. 20. Politics!<br />
  21. 21.
  22. 22. Tips for a Successful Implementation<br />Begin with a grassroots approach.<br />Hold informal training sessions.<br />Find a vocal group of beta testers.<br />Don’t set strict rules.<br />Constantly monitor user feedback and make changes as needed.<br />Communicate the ‘story’ of micro-blogging.<br />Use micro-blogging as a back channel during training.<br />Contests, quizzes, giveaways, sneak peeks.<br />Partner with internal departments. (Beer!)<br />
  23. 23. Top Uses of Micro-blogging at Qualcomm<br />Connecting - “Does anybody know…?”<br />Community building<br />Bridging silos, distances (international offices)<br />Continuous status updates<br />Real time chat<br />Industry research and news<br />Internal marketing<br />Increase sphere of influence<br />
  24. 24. Examples<br />
  25. 25.
  26. 26.
  27. 27.
  28. 28.
  29. 29.
  30. 30.
  31. 31.
  32. 32.
  33. 33.
  34. 34. Measurement<br />
  35. 35. Number of Yammer Users<br />Official launch<br />Pilot begins<br />* The Enterprise 2.0 Series ran from May through October.<br />
  36. 36. Number of Yammer Messages<br />Official launch<br />Pilot begins<br />* The Enterprise 2.0 Series ran from May through October.<br />
  37. 37. Metcalfe’s Law<br />&quot;The value of a telecommunications network is proportional to the square of the number of connected users of the system.&quot;<br />Source: http://en.wikipedia.org/wiki/Metcalfe%27s_law<br />
  38. 38. Measurement<br />What&apos;s the ROI of a 24/7 fully-networked, 100% connected workforce?<br />Can you put a price on the answers generated and the relationships that may have been created?<br />Show examples to business leaders and let them decide the value of the network.<br />
  39. 39. Unexpected Benefits<br />Knowledge experts / SMEs emerged<br />Brought groups together over common topics<br />Bridged silos (IT, HR, Legal, Employee Comm.)<br />Led to the update of official eMedia policy<br />Sparked Enterprise 2.0 discussions<br />Ignited product roadmaps talks in our Business Development group<br />
  40. 40. The Moral of the Story<br />Partner, partner, partner.<br />Educate, educate, educate.<br />Succeed or fail cheap and fast.<br />Provide an Enterprise 2.0 alternative, otherwise employees will use Web 2.0.<br />Micro-blogging and other 2.0 technologies are changing the way we learn, work, develop products, and do business today.<br />
  41. 41. Contact Us<br />B.J. Schonebschone@qualcomm.comhttp://www.eLearningWeekly.com<br />John Polaschekjpolasch@qualcomm.com<br />
  42. 42. Thank You<br />

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