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Social Media at Sun Microsystems

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How to use the power of the network to gain opportunities and build relationships

Published in: Business, Technology
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Social Media at Sun Microsystems

  1. Social Media is for Everyone <ul><li>How to use the power of the network to gain opportunities and build relationships </li></ul>Lou Ordorica and Linda Skrocki | .SUN June 2008
  2. Social Media <ul><li>People connecting using technology to get the things they need from each other, bypassing traditional institutions like corporations. </li></ul><ul><li>— Groundswell , Li and Bernoff </li></ul>
  3. Social Media is for Everyone! <ul><ul><li>Read a blog </li></ul></ul><ul><ul><li>Share a photo </li></ul></ul><ul><ul><li>Bookmark a web page </li></ul></ul><ul><ul><li>Post a question </li></ul></ul><ul><ul><li>Add a comment </li></ul></ul><ul><ul><li>Write a review </li></ul></ul><ul><ul><li>Subscribe to a web site </li></ul></ul>
  4. Vision for Social Media <ul><li>“ ...every single human being posting their thoughts and experiences in any number of ways to the Internet.” </li></ul><ul><li>— Fred Wilson, Musings of a VC in NYC </li></ul>“ Social media is here to stay.” — Mary Smaragdis
  5. Social Media is Good Business <ul><li>Fostering ecosystems around the work you do </li></ul><ul><li>Forge work relationships and alliances </li></ul><ul><li>Connecting with customers </li></ul><ul><li>Buddying up to the competition </li></ul><ul><li>Generate new business </li></ul><ul><li>Organically form teams </li></ul><ul><li>Collaborate on projects </li></ul>
  6. Hiring <ul><li>Identify qualified candidates faster </li></ul><ul><li>References come to you </li></ul><ul><li>Work the network to recruit </li></ul><ul><li>Displace slow and cumbersome HR systems </li></ul>
  7. Customer Service <ul><li>Customers connecting with engineers </li></ul><ul><li>Accelerate problem solving </li></ul><ul><li>Customer testimonials </li></ul><ul><li>Real-time feedback loops </li></ul>
  8. Product Development <ul><li>Shorten development cycles </li></ul><ul><li>Attract new customers, collaborators </li></ul><ul><li>Improve communication </li></ul><ul><li>Improve quality — accuracy, timeliness, relevance </li></ul>
  9. zappos.com: shoevangelism <ul><li>CEO and 250 employees twitter </li></ul><ul><li>Zappos twitter page </li></ul><ul><li>Incentives to followers </li></ul><ul><ul><li>Give-aways </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Contests </li></ul></ul>
  10. Amplifying Word of Mouth <ul><li>6,830 follows </li></ul><ul><li>6,035 followers </li></ul><ul><li>Fanatical customer support </li></ul><ul><li>Customer testimonials </li></ul><ul><li>High-quality leads </li></ul><ul><li>Permission marketing </li></ul>
  11. Communicating <ul><li>Video is engaging and powerful </li></ul><ul><li>Create, edit, and share on the Web </li></ul><ul><li>Viral — embed on blogs and web sites </li></ul><ul><li>Live streaming </li></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Interviews </li></ul></ul>
  12. Getting Started Step 1: Protect Sun and yourself — read and follow the Sun Guidelines on Public Discourse
  13. Profile Yourself Step 2: Think about the ways you participate. If you regularly ... your profile is: blog, podcast, tweet Creator write reviews, post replies Critic tag objects, use RSS Collector update your profile Joiner read blogs Spectator do none of the above Inactive
  14. Think About Your Objectives Step 3: Find your comfort level for participating. Profile Example Goal Tools Creator amplify word of mouth blogs Critic product development wikis Collector market research RSS Joiner public relations social network Spectator canary in the coalmine brand monitoring Inactive getting started search
  15. Social Media Tools at Sun Tool Description Notes blogs.sun.com publish your weblog Sun employees and interns only forums.sun.com technology discussions Customer facing and internal-only mediacast.sun.com rich media file sharing Uploads for Sun employees only wikis.sun.com collaborative publishing Employees, partners, customers, students egc.sun.com Channel Sun video community Uploads for Sun employees only planets.sun.com aggregate web feeds self-service RSS cetwo wiki / social network mashup Internal-use only
  16. Social Media Tools Used by Sun Employees Tool Description Notes twitter SMS social network Mobile-device enabled. Sun feeds available. facebook Social network service Sun fan pages established. linkedin Business contacts and introductions Sun Microsystems and other corporate groups second life Virtual world Sun owns an island, regular events and training available del•icio•us Social bookmarking and many more!
  17. Making Connections <ul><li>Blogosphere search tools: </li></ul><ul><ul><li>technorati.com </li></ul></ul><ul><ul><li>blogs.sun.com </li></ul></ul><ul><li>Sun.com search tools: </li></ul><ul><ul><li>Sun Search / Communities Tab </li></ul></ul><ul><li>Social networking search tools </li></ul><ul><ul><li>Tweetscan and Twubble </li></ul></ul>Step 1: Listen for relevant conversations.
  18. Making Connections <ul><li>Subscribe to blogs, social sites using RSS </li></ul><ul><ul><li>RSS-aware web browser, e-mail client </li></ul></ul><ul><ul><li>Portals, desktop applications </li></ul></ul><ul><li>Friend the people you like </li></ul><ul><ul><li>Follow interesting people on social networking sites </li></ul></ul><ul><li>Set up watches on forums and wikis </li></ul>Step 2: Follow the conversation.
  19. Making Connections <ul><li>Post blog comments </li></ul><ul><ul><li>Link to the authors and posts you admire </li></ul></ul><ul><ul><li>Add value to the conversation </li></ul></ul><ul><li>Post forums responses </li></ul><ul><li>Post comments on wiki pages </li></ul><ul><li>Update your social networking service profile page </li></ul><ul><li>Write a blog, create a video or podcast, join a user group, tweet! </li></ul>Step 3: Join the conversation.
  20. Your Digital Footprint <ul><li>Try googling yourself to see how the world views you </li></ul><ul><ul><li>Remember that links to and from blogs, social networking services and other sites influence search results </li></ul></ul><ul><ul><li>The sum of your online interactions is your digital footprint </li></ul></ul><ul><ul><li>Prospective employers, professional organizations, and others use your digital footprint like a resume </li></ul></ul><ul><ul><li>Not happy with the results? Re-evaluate your participation habits and make adjustments. </li></ul></ul>
  21. Making Social Media Part of Your Work Life RSS desktop apps widgets mobile
  22. Contacting Us <ul><li>Linda Skrocki </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>blogs.sun.com/lskrocki </li></ul></ul><ul><ul><li>twitter.com/lskrocki </li></ul></ul><ul><li>Lou Ordorica </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>blogs.sun.com/socialfx </li></ul></ul><ul><ul><li>twitter.com/louordorica </li></ul></ul>

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