This case study explores the integration of micro-blogging at Qualcomm as a learning tool, emphasizing its role in enhancing collaboration and communication among employees. It discusses the selection of the Yammer platform and outlines key implementation strategies, including grassroots approaches and continuous user feedback. The study also highlights the unexpected benefits of micro-blogging, such as fostering community and bridging departmental silos.

1. A Case Study of Micro-Blogging for Learning at QualcommB.J. Schone and John PolaschekNovember 11th, 2009

2. About Qualcomm

3. Enterprise 2.0 Series

4. Enterprise 2.0 Series

6. Why micro-blogging?

7. Why micro-blogging?

8. From Andrew McAfee…"What do these technologies allow you to do that you couldn't do before?“You can make connections with people that you did not know existed.Better collaboration is not the only goal: Now you also find out new people with whom to collaborate.Narrate your work: This makes it easier for others to find you and connect with you.

9. Emergent Forms of Communication1 to ManyNo GuaranteedResponseResponse Likely1 to FewAsynchronous (Verbose)Real-time (Brief)

10. Explosive growth of TwitterSource: Compete.com

11. Does micro-blogging really count as learning?

12. Does micro-blogging really count as learning?Source: http://www.answers.com/learning

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.”Bersin & Associates Research Bulletin, 2009Volume 4, Issue 36

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.”Ross Mayfield, CEO of SocialText, Web 2.0 Expo

15. How to select a micro-blogging platformFind a sponsor and get buy-in.Once you have buy-in…BudgetDecide: Internal vs. external?Think about: IT infrastructure, intellectual propertyGather requirementsInvolve HR, Corp. Communications, Legal, ITDo some research / investigate vendors

17. We selected YammerReasons:Yammer is ready for the enterprise.Yammer has a mobile interface.Yammer is the best fit for Qualcomm – right now.We considered:CubeTreeLaconica / Identica / StatusNetPresentlySocialText

18. How we access YammerBlackberry appiPhone appWindows Mobile appAndroid app(Coming soon)Desktop appOutlook pluginFirefox add-onWeb browserGoogle ReaderTwitterPing.fm(Coming soon)

19. ChallengesSome people just won’t get it. And that’s ok.Remain objective. Don’t evangelize too much.Legal challenges / intellectual property issues may arise.Electronic media policies may need to be updated.Remember that the success of these systems isn’t always based on numeric data.Keep security in mind.

20. Politics!

22. Tips for a Successful ImplementationBegin with a grassroots approach.Hold informal training sessions.Find a vocal group of beta testers.Don’t set strict rules.Constantly monitor user feedback and make changes as needed.Communicate the ‘story’ of micro-blogging.Use micro-blogging as a back channel during training.Contests, quizzes, giveaways, sneak peeks.Partner with internal departments. (Beer!)

23. Top Uses of Micro-blogging at QualcommConnecting - “Does anybody know…?”Community buildingBridging silos, distances (international offices)Continuous status updatesReal time chatIndustry research and newsInternal marketingIncrease sphere of influence

24. Examples

34. Measurement

35. Number of Yammer UsersOfficial launchPilot begins* The Enterprise 2.0 Series ran from May through October.

36. Number of Yammer MessagesOfficial launchPilot begins* The Enterprise 2.0 Series ran from May through October.

37. Metcalfe’s Law"The value of a telecommunications network is proportional to the square of the number of connected users of the system."Source: http://en.wikipedia.org/wiki/Metcalfe%27s_law

38. MeasurementWhat's the ROI of a 24/7 fully-networked, 100% connected workforce?Can you put a price on the answers generated and the relationships that may have been created?Show examples to business leaders and let them decide the value of the network.

39. Unexpected BenefitsKnowledge experts / SMEs emergedBrought groups together over common topicsBridged silos (IT, HR, Legal, Employee Comm.)Led to the update of official eMedia policySparked Enterprise 2.0 discussionsIgnited product roadmaps talks in our Business Development group

40. The Moral of the StoryPartner, partner, partner.Educate, educate, educate.Succeed or fail cheap and fast.Provide an Enterprise 2.0 alternative, otherwise employees will use Web 2.0.Micro-blogging and other 2.0 technologies are changing the way we learn, work, develop products, and do business today.

41. Contact UsB.J. Schonebschone@qualcomm.comhttp://www.eLearningWeekly.comJohn Polaschekjpolasch@qualcomm.com

42. Thank You